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The Machine Learning Company

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How to prosper in the age of extreme customer centricity.

Published in: Marketing
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The Machine Learning Company

  1. 1. The Machine Learning Company
  2. 2. Moves at a lightning pace. Technology
  3. 3. NY, 5 th Av., 1900 NY, 5 th Av., 1913
  4. 4. Yet human behaviour does not. People still have the same hopes, fear, ambitions as 2.000 years ago.
  5. 5. “The faster technology changes, 
 the more people 
 stay the same.”
  6. 6. So you thought Selfies are a millennial thing? So you thought selfies are a Millennial thing?
  7. 7. A.D. 1920
  8. 8. And you thought scooters are a new hype? A.D. 1911
  9. 9. We adapt.
  10. 10. We focus on changing human behaviour, not on changing technology.
  11. 11. Still, 
 technology moves fast. Is it really different this time?
  12. 12. Technology moves lightning fast. Is it really different this time?
  13. 13. Lil Miquela Shudu
  14. 14. What is happening?
  15. 15. It’s the economy, stupid.
  16. 16. The supply chain.
  17. 17. Production Raw Materials Distribution Marketing Customers
  18. 18. Production Raw Materials Distribution Marketing Customers 1950 -1970 Choke point € € € € € Big factories
 Organised around production
  19. 19. Production Raw Materials Distribution Marketing Customers 1980 - 2000 Choke point € € € € € Supermarkets & FMCG’s
 Organised around marketing
  20. 20. Production Raw Materials Distribution Marketing Customers 2000 - … Choke point € € € € € Internet happened…
 Organised around customer
  21. 21. Alibaba, the most valuable retailer, has no inventory. Uber, the world’s largest taxi company, owns no fleet. AirBnb, the largest accommodation provider owns no real estate. Facebook, the most popular media owner, creates no content. Platform companies, owning the customer experience.
  22. 22. Disrupt the disruptors.
  23. 23. “A brand is no longer built by advertising (alone), but by the sum of all touch points.” (Those touch points are increasingly digital.)
  24. 24. What to do in the age of the customer? Be extremely customer centric. This depends on data.
  25. 25. Digital Transformation = extreme customer centricity.
  26. 26. We’ve organised our supply chain completely wrong. ProductionR&D Distribution Marketing Customers What does the customer want?
  27. 27. ProductionR&D Distribution Marketing Customers What does the customer want? Sales figures Current solution:
  28. 28. ProductionR&D Distribution Marketing Customers What does the customer want? Sales figures Make this as short as possible. Current solution:
  29. 29. ProductionR&D Distribution Marketing Customers What does the customer want? Sales figures Make this as short as possible. Current solution: Problem:
 - post factum
 - not real time
 - sample based
  30. 30. What if we turn the cycle around?
  31. 31. This is based on data. ProductionR&D DistributionMarketing Customers What does the customer want? What if we turn the cycle around?
  32. 32. First, you make a customer. Then you find out what he needs. (And then you make and ship the product.) (Hyperpersonalised.)
  33. 33. Zume Pizza
  34. 34. Adidas Speedfactory
  35. 35. Metallica + Spotify
  36. 36. Winning (digital) companies have a continuous feedback loop. •at scale (not sample based) •real-time (not post-factum) •every (use of the) product is based on data, and lets data flow back to improve the next product. Building a ‘Machine Learning Company’.
  37. 37. But you can make it smaller.
  38. 38. And even smaller.
  39. 39. Google Store Visits
  40. 40. First, you make a customer. Then you find out what he needs. (And then you make and ship the product.) (Hyperpersonalised.)
  41. 41. Driven by digital •every product gets its digital twin •extreme digital measurability •increasing link between offline and online
  42. 42. Every organisation has to do e-commerce. (And not just for the sales.)
  43. 43. E-commerce is not about the sales. Distribution Channel Company making products Customers What does the customer want?
  44. 44. E-commerce is not about the sales. Distribution Channel Customers What does the customer want? Problem:
 - post factum
 - not real time
 - sample based Company making products
  45. 45. E-commerce is not about the sales. Distribution Channel Customers What does the customer want? Webshop Company making products
  46. 46. E-commerce is not about the sales. Distribution Channel Customers What does the customer want? It’s all about the data flowing back. Webshop Company making products
  47. 47. Build a continuous feedback loop. •every (use of the) product is based on data •data continuously flows back to improve the next product
  48. 48. Build a continuous feedback loop. •every (use of the) product is based on data •data continuously flows back to improve the next product Stop using data that is post-factum, sample based or not real time!
  49. 49. D2C is not just a distribution tactic, it will be a vital strategy. Start collecting data now.
  50. 50. Gather data Spot the pattern Adapt the product Do something Machine Learning. At speed. At scale.
  51. 51. Build a 
 Machine Learning Company
  52. 52. Thank you!
  53. 53. Questions? bart@wijs.be @netlash
  54. 54. Foreestelaan 1 9000 Gent info@wijs.Be 09 335 22 80

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