1.
Digital Shorts
Manchester, February 2009
www.ianjindal.com
www.internetretailing.net
Tuesday, 3 February 2009

2.
Digital Shorts
1.Context
2.Christmas
3.Social - shopping
4.Data
5.Phenomena
6.Future
Tuesday, 3 February 2009

3.
1. Context
Tuesday, 3 February 2009

4.
1. Context
Tuesday, 3 February 2009

5.
2. Christmas
Tuesday, 3 February 2009

6.
2. Christmas
• Boxing day busiest of year (down 5%
• £4.7bn online over Christmas: 14% YOY
YOY)
• November - highest YOY of 26%
• John Lewis Christmas day traffic - twelve
• Growth is slowing in ecommerce but still times higher than 2007
above offline
• PC World, Currys, Dixons - 30-40%
• eCommerce - 16% for H2 (IMRG)
increase (mainly large TVs)
• Offline - 0% for H2 (source: ONS)
• Christmas Day: 3.8m (14% down), but
sales 21% higher at £102m.
• Customers bargain-hunting
• Pre-Christmas sales and January started
immediately after last posting date!
Tuesday, 3 February 2009

7.
2. Christmas
118%
Product. Price. Promise
Tuesday, 3 February 2009

8.
2. Christmas
Discounting and vouchers
Canny interplay with retailer sales
Tuesday, 3 February 2009

9.
2. 2009?
Tuesday, 3 February 2009

10.
2. Christmas
2008 2009
Rising tide floats all boats Gaps in the market for those
with sharp elbows - and the will
to use them!
Growth Cash
Innovation ROI
Range Focus
Competitors Customers
PPC SEO and Conversion
Ebullient Ruthless
Tuesday, 3 February 2009

11.
3. Social
Tuesday, 3 February 2009

12.
3. Social
83.85% higher
conversion (20+
reviews)
• Reviews becoming standard
• User “stories”, not just ratings
• 78%: “customer recommendations
are the most credible form of
advertising” (Nielsen)
Tuesday, 3 February 2009

13.
3. Social
19% 81%
• Reviews becoming standard
• User “stories”, not just ratings
• 78%: “customer recommendations
• •
Top style-setters become “Mavens” Customers become sales-people
are the most credible form of
• Based on page views AND product • Social networks become retailers
advertising” (Nielsen)
clicks
• Co-shoppers as retailers (ThisNext)
Tuesday, 3 February 2009

14.
3. Social
• Configure all
panels,
materials,
colour
• Preview your
custom shoe
• nikeid.nike.com
Tuesday, 3 February 2009

15.
3. Social
• Configured
option
• Buy “your”
show
• Feedback to
Nike on
trends, colours
• May put into
production
Tuesday, 3 February 2009

16.
4. Data
Tuesday, 3 February 2009

17.
4. Data
• Data evolution
– accurate
– enriched
– meta
– actionable
– mashed
– semantic
– autonomous &
predictive
Tuesday, 3 February 2009

18.
4. Data
Hyperdata
Metadata
Data
Endodata
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

19.
4. Data
Hyperdata
Metadata
Data Business
analysis
Endodata
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

20.
4. Data
Hyperdata
Metadata
Data Business
Services
analysis
Endodata
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

21.
4. Data
Hyperdata
Metadata
Mashups
Data Business
Services
analysis
Endodata
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

22.
4. Data - metadata
★ Metadata
– Segmentation
and metadata for
increased
relevance.
– “Behaviour” is
useful metadata -
if you can capture
it - ‘ignore ratio’?
– Capture offline as
well as online -
warranties...
Tuesday, 3 February 2009

23.
4. Data - Mashup and metadata
★ Metadata
– New services
– Links to
commerce
Tuesday, 3 February 2009

24.
4. Data - modelling for the future
Tuesday, 3 February 2009

25.
4. Data
Hyperdata
Metadata
Mashups
Data Business
Services
analysis
Endodata
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

26.
4. Data
Hyperdata Web2.0
Metadata
Mashups
Data Business
Services
analysis
Endodata
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

27.
4. Data
Hyperdata Web2.0
Metadata
Mashups
Data Business
Services
analysis
Endodata
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

28.
4. Data
Hyperdata Web2.0 Social
Metadata Responsive and
self-configuring
Mashups
Data Business
Services
analysis
Endodata
Responsive;
‘agents’
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

29.
4. Data: personal and placeful and propagated
Tuesday, 3 February 2009

30.
4. Data
Hyperdata Web2.0 Social
APML
Metadata Responsive and
self-configuring
Mashups
Data Business
Services
analysis
Endodata
Responsive;
‘agents’
Hypodata Microformats
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

31.
4. Data
• “Doing” not
“viewing”
– Making Social
Networks
“transactional”
– You can “do”, not
just “view”
– From web to
desktop
– Web to web
Tuesday, 3 February 2009

32.
4. Data
– Google - hCard
format added to
Search results.
– One click to add
the result to your
address book.
– Could do the
same with
calendar items,
or
recommentations
Tuesday, 3 February 2009

33.
4. Data
– Attention Profiling Markup Language - www.apml.org
– Beyond ‘personal’: interchange and exchange value of behaviour
Tuesday, 3 February 2009

34.
4. Data
Show us some APML!!
Tuesday, 3 February 2009

35.
4. Data
Hyperdata Web2.0 Social
APML
Metadata Responsive and
self-configuring
Mashups
Data Business
Services
analysis
Endodata
Responsive;
‘agents’
Hypodata Microformats
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

36.
5. Data: When the network knows more than anyone
Tuesday, 3 February 2009

37.
5. Data
Hyperdata Web2.0 Social Network
Metadata
Responsive and
self-configuring
Mashups
Data Business
Services
analysis
Endodata
Responsive;
‘agents’
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

38.
5. Data
Hyperdata Web2.0 Social Network
Metadata
Responsive and
self-configuring
Mashups
Data Business
Services
analysis
Endodata
Responsive;
‘agents’
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

39.
5. Data
Hyperdata Web2.0 Social Network
Predictive
Metadata
Responsive and
self-configuring
Mashups
Data Business
Services
analysis
Endodata
Responsive;
‘agents’
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

40.
5. Data
Hyperdata Web2.0 Social Network Phenomena
Predictive
Metadata
Responsive and
self-configuring
Mashups
Data Business
Services
analysis
Endodata
Responsive;
‘agents’
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

41.
5. Data
Location, location, location (and mobile)
Tuesday, 3 February 2009

42.
5. Data: Hypodata?
Tuesday, 3 February 2009

43.
5. Data: Hypodata
Hyperdata Web2.0 Social Network Phenomena
“Brain Scanners can predict a Predictive
Metadata
decision up to 10 seconds Responsive and
self-configuring
before a person is aware of Mashups
Data Business
Services
analysis
making that decision”
Endodata
Responsive;
Nature Neuroscience, April 2008 ‘agents’
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

44.
6. Next?
Tuesday, 3 February 2009

45.
6. Next?
Hyperdata Web2.0 Social Network Phenomena
Predictive
Metadata
Responsive and
self-configuring
Mashups
Data Business
Services
analysis
Endodata
Responsive;
‘agents’
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

46.
6. Next?
Hyperdata Web2.0 Social Network Phenomena
Metadata
Data
Endodata
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

47.
6. Next?
Hyperdata Web2.0 Social Network Phenomena
Metadata
Data
Endodata
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

48.
6. Any sufficiently advanced technology is indistinguishable from magic
Tuesday, 3 February 2009

49.
6. Any sufficiently advanced technology is indistinguishable from magic
ESP?
Epiphenomena
Open Structured Data
Phenomena
Network
Social
Web 2.0
Business
Nodes
Tuesday, 3 February 2009

50.
So?
Tuesday, 3 February 2009

51.
So?
★ Customers - cynical, savvy, disloyal,
discriminating, demanding
★ Market - slowing, saturated,
competitive
★ Data - partial, expensive, not owned,
not exclusive, not understood entirely
★ Behaviour and Phenomena -
attention and money are limited; free
data and interact; plan services for
delight, relevance and utility
★ Entering a magic phase - web is
bigger than any one/thing. Again.
Tuesday, 3 February 2009

52.
So what?
★ Proposition - value, clear, consistent -
must “ring true” in all dimensions and
times
★ Use don’t own - build on ‘free’
★ Invest in data - create, collect,
exchange, borrow, give, sell, rent...
combine ★ Standout - good time to achieve
distinctive and profitable position.
★ Time and place - every time, every
place, everywhere: selling and serving
by mobile in time and place
★ Plan to serve: customer service, not
‘self-serving’
Tuesday, 3 February 2009

53.
Thank you
Digital Shorts
Manchester, February 2009
www.ianjindal.com
www.internetretailing.net
Tuesday, 3 February 2009