Digital Transformation 2018 - Edinburgh

WELCOME TO
DIGITAL TRANSFORMATION
2018
#DTSCOT

MARK STEPHEN
BBC SCOTLAND
#DTSCOT

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JESSICA MULLEN
BIMA & CREATEFUTURE
#DTSCOT

Digital evolution: Key trends and the
changing digital landscape
Where we’re going,
we don’t need roads.

Jessica Mullen
Founder & MD of CreateFuture
BIMA Council Member
Girl Geek
17 years experience

A creative
consultancy
An alternative to the big agencies.
Brand, Product & Marketing
delivered in a fun, fast &
collaborative way.
Working internationally from our
studios in London and Edinburgh.

GLOBALNATIONALINDUSTRY
Flying cars to GDPR.
Today I’ll share some
thoughts on how our digital
world is changing and how it
will affect everyone in this
room.
Changing
digital landscape

Global Trends
What’s happening on the world stage?

Where to start?
Lisbon.
The largest tech conference
in the world.
60,000 attendees. 1200
speakers.
And a couple of robots.

Chinese unicorns
Half a billion consumers.
And over 30% of Unicorns
were born in China in 2017.
You will be doing business
with China soon (if you’re not
already).
So start learning Mandarin.

Autonomous
vehicles
The car industry is being
disrupted. Ownership will be
a thing of the past.
The way we get from A to B
will be different for every
occasion.
Technology is building the
safest drivers in the world.

Initial coin offerings
The future of funding or the
biggest fad since Tulips?
But $5.6 billion was raised
through ICOs in 2017.
Few understand ICOs except
those who are controlling
them. So how do we regulate
it?

Gender Diversity
A focus on women in
technology. Especially in
leadership roles.
The fact that I’m standing
here today is testament to an
industry that is making an
effort.
But there’s more work to do -
especially on the pay front.

Natural Language
UI
Voice doesn't depend on a
physical object.
Amazon are investing in
recognition, machine learning
and voice quality e.g. Polly
and Lex.
Intelligent user interface are
the future.

One-to-one
relationships
Brands continue to pursue a
personal relationships with
consumers (or at least the successful
brands do).
Technology continues to support
this mission. As does more
understanding and investment in
consumer insight.

Being
human
We’re living longer.
As robots start to take our
jobs. As we start to augment
our minds and bodies using
technology and directed
evolutions becomes a thing….
At what point do we stop
becoming human? And at
what point do robots start?

Talent
shortage
Access to, and investment in,
talent is still falling short.
Especially in Scotland.
Our education system isn’t
supporting the development
of skills needed for a digital
workforce.
Luckily. organisations like
BIMA and CodeClan are trying
to address this.

Show me the
value
GDPR provides a huge
opportunity for companies to
add more value to their
consumers - gaining
advantage over their
competitors.
Permission based marketing
isn’t new but it’s as relevant
as ever.

Brexit
blues
Will Scotland end up in the
UK or the EU?
Who knows.
But this uncertainty is leading
to less / paused investment.

Industry landscape
What’s affecting you as a Digital Professional

Quick doesn’t need to
mean dirty
Slow.
Frustrating.
Expensive.
Multi-disciplinary teams are coming together to quickly solve
problems and prototype solutions, validating with users as they
go.
In days, not months.

Bringing it back
Siloed.
Outsourced.
Inefficient.
Smart leaders see the value in building the capabilities
of their teams.
Bringing in help when needed to accelerate growth or
provide specialist skills.

I want to be like you
The agency landscape is being disrupted.
Consultancies are buying agencies.
Agencies want to be consultants (and charge their day rates).
Let’s hope this ultimately benefits consumers.
Eating
each others
lunch

Evolving brands
Our clients are responding to change
in different ways.

Complicated.
Narrow-minded.
No fun.
Sound familiar?
This a personal observation.
We’ve lost the joy in what we do.
Digital has forgotten how to have fun.
Especially with good mental health so high on the agenda, I think
we should all make it our mission to bring it back.

“
The best way to predict your future is to create
it.
Today is about you creating your own future.
So go forth, learn and connect.
Abraham Lincoln

谢谢
createfuture.com
@createfutureuk
Edinburgh
128 Pitt Street
EH6 4DD
London
71 Central Street
EC1V 8AB

ALASDAIR ANDERSON
NORDEA
#DTSCOT

Responding to change
February 27th, 2018
Organisational Transformation

44
Squad
“Mini
Start-up”
▪ Includes no more than 8/9 people
▪ Self-steering, autonomous, multidisciplinary
▪ End-to-End responsible for long term goals
▪ Change team mix as mission evolve
▪ Dismantled as soon as the goal is achieved
Chapter
“People who
do similar
Work”
▪ Coordination of members part of same
discipline
▪ Meet regularly to discuss expertise /
challenges
▪ Chapter lead is line manager of Chapter
members
‒ responsible for developing, coaching and
performance management cycle
‒ set standards for the chapter members
and ensure strategic alignment
Product
Owner
▪ Responsible for coordinating squad activities
▪ Manage backlog, to do lists, and priority
setting with the support of Scrum Squad
Squad Squad Squad Squad Squad Squad
Each Squad has a clear long term objective
Key PointsOrganisation Framework
Chapter
Chapter
Chapter
Chapter
Product
Owner
Squad
Master
Chapter
Lead
Chapter
Member
Nordea Platform Squad Organisation Framework
Focus next
…slide

Week 1 Week 2 Week 3 Week 4 Week 5
Data
Ingestion
Data handover to
Data Scientists
First actionable data produced for business owner
Future
TODAY
Standing ready to
enrich and load
data going forwards
Data Loading
Complete in 2 days
Squads in Action: Feeding Data Science Demand

ALEXANDER HOLT
CIVTECH
#DTSCOT

LAUREN GEMMELL
AMAZON DEVELOPMENT
CENTRE
#DTSCOT

QUESTIONS &
DISCUSSION
#DTSCOT

REFRESHMENTS & NETWORKING
PLEASE CHECK REAR OF BADGES
FOR BREAKOUT ALLOCATION
#DTSCOT

—Neil Cameron Global CIO – Unilever
December 2005
51

Implemented a centralized
model for delivering digital
experiences globally and started
to leverage Digital media as a
test bed for traditional TV, Radio
and Print
Initiated the “ONE Microsoft”
program that knitted together
multiple product teams that
resulted in $1billion incremental
sales with no new product
investment
Marketing platform designed
through several iterations
through Accenture, Microsoft
and WPP following a workshop
with 89 Product Teams
Outcome
53

4 Slides
What your product does
Who your target audience is
How you monetize your product
Where you fit in the Microsoft Strategy
One Microsoft
Workshop
89 - 500

Industry challenges
©2017 Cortex Worldwide
“A bounce rate above
70% is disappointing for
a website”
- Rocket Fuel
When you are working within a large global organisation with multiple brands, managing a complex website in more than one language can get
messy. There’s a chance you have multiple hosting providers, a mix of technologies and a large number of vendors, so keeping up with customer
demands and expectations is tricky business.
“80% of Internet users
own a Smartphone”
- GlobalWebIndex
“The number of Internet users
globally has reached almost 3
billion”
- ITU World Telecommunications
Maintaining a
performant website
Providing experiences
across multiple devices
Getting your message across in
multiple languages
“86% of all websites have
at least one serious
vulnerability”
- WhiteHat
Ensuring the website is
secure
Managing and maintaining a website is no mean feat

56
From the workshop a Marketing Platform was born
1 2 3 4 5

Think Platform
Marketing teams use the Cortex Platform to remove the complexity of managing a global website so they can focus on the creative part. The
single portal provides centralised access to the entire toolset and consolidates multiple local websites so updates can be made instantly, are fully
translated, and are brand compliant. No coding required.
Speed Flexibility Simplicity Security
• Re-platforming and localising a
website takes up to 60% less
time
• ‘Build once, use everywhere’
deployment to all devices
• Make updates which are brand
compliant across all localised
websites
• Works with any CMS if keeping
the current one is preferred
• Easy access to Microsoft
data centres allows for
scalability
• Integrated high
performance video
streaming capabilities
• All tools are consolidated
into one single-access
portal
• Own just one single website
that is deployed into various
languages
• Intuitive and easy to use
interface gives direct
control
• Separated delivery and content
layers removes inherent
security risks
• Contains a Microsoft
grade security framework
• Web application firewall (WAF)
implemented for improved
security

Challenges for marketers
The 2016 State of Inbound Report revealed that managing a website was the 4th biggest challenge faced by
marketers.
Lots of sites that don’t connect or
speak to each other
Risk of inconsistency and making updates
is time consuming
Consolidating all digital real estate
and tools into one place
Challenges Implications Solution
Launching new, global campaigns that can
sustain high volumes of traffic
Relying on an agency or IT departments
for making updates
Slow loading or even an outage,
damaging company reputation
Using a platform that is supported by
multiple data centres across the globe
Limited creativity and making updates is
time consuming
A CMS which separates the content from
the delivery layer
Implications Solution
Too many different tools for managing and
maintaining the website
Management and optimisation is
expensive and time consuming
Using a platform which provides all the
services needed for successful website

Challenges for IT departments
Ensuring the website is protected against
security threats
Website is hacked and personal information is
compromised
Superior grade security framework from
a proven, reputable source
Challenges Implications Solution
The test version of the site looking different to
the live version
A digital transformation will take a long time
and cause technical issues
Time consuming making post-launch
changes to satisfy creative requirements
A test version of the site in a live environment
for full web experience
Additional time and attention required to
ensure website is running smoothly
A re-platforming process which will be
seamless and fast
Implications Solution
A spike in demand causes slow loading or
an outage
Time, effort and cost required to ensure the
website is up and running ASAP
High performance, scalable hosting which
utilises multiple data centres

Integrated Application and Cloud
Joining forces to make your life easier
Secure Scalable Simple
The Cortex Platform
utilises a Microsoft
grade security
framework inherent
with Azure hosting
Easy access to additional
Microsoft data centres
around the globe means
there are no outages when
traffic spikes
The Cortex interface
brings together Azure
tools without the need
for technical input

Customer success story:
Using the Cortex Platform, the website was
translated into 40 different languages.
The time it took to re-platform the entire website
without any loss of functionality.
Microsoft Education operates in sophisticated markets and is
heavily engaged in the global teaching community and student
population. It has highly mature engagement online but its site
required attention to operate more speedily and efficiently to
handle high levels of traffic from around the world.
The Microsoft Education website was migrated onto the Cortex
Platform, localised into 30 languages and launched within one
month ensuring students and teachers worldwide were able to
access its services before the new school year.
Global Launch across 40 countries for New
Surface and Windows 10
Microsoft Education now accessible to everyone
4
weeks
45
languages
10’s millions
hits

•Understand your product
•How long will it take to be ready
oPut together a conservative estimate then double it
oWhen can you start to bring in PROFITABLE cash from paying clients
•What skills do you need to build it
•Follow the model of
oProduct definition
oProduct Architecture
oBuild and test
oPre-Production testing
oService Delivery
•Why is it different
•Who will buy it
•What problem does it solve
•How do you service it
oCommercial model, initial Clients, Marketing, Lighthouse wins, client references,
testing the commercial model, work out most efficient sales routes

•Know your partners/investors
•How they operate
•Business model
•Can you work with them
oAre they tricky
oAre they open and transparent
•What success looks like
•Budgeting cycles
•Is their investment an investment or a loan
•Access to clients
•Potential obstacles
oCurrent contracts
oConflict of interest
oPrevious history
•Are they as excited about your product as you are
•Is this a long term game or a quick build and flip

•What is your commercial model
•Don’t wait until the product is complete to work out
oDo this before or in in parallel to product build
•What is your charging model
•Are you a services or a product company
oOr are you a blend of both
•Have well defined contracts
oBe prescriptive around deliver boundaries
•Be clear on the value you bring
oYou are not a cost you are a bringer of savings/increased revenues
•Be confident in your offering and charging models
•Be clear on payment terms
oWhen clients start to ask for 120 days walk away – you are not a
charity or a bank

• Operational model
• Test well
• Take security very seriously
• Get external verification
• Deliver against global world class standards
• Offices
• What they mean to you
• They are your face…
• Think of the staff you want to attract – and retain
• Where you are
• Are they easy to get to
• Can you be proud of them
• Story telling
• Who are you
• What is your brand
• Who are you trying to engage
• Are you WOW or SAFE – you cannot be both
• Quality branding and collateral is like building your product – it takes twice as long to
do and costs twice as much as you factor for

• Staff/Culture
• Who do you need to be successful
• Hire can do people – avoid negative sappers
• Think of the blended need of the team
• What is your culture
• Short term requirements may differ from long term
o Think contractors/consultants for short term
▪ We used Microsoft MCS for initial year dev resource
• Work like a big company
o Have finance, sales, product, marketing and management meetings
• Think Big
• Aim high – build a products that has global appeal
• Look at the size of the market and be honest about how you can compete
• Innovation has to come from small companies as large ones have too much
baggage/politics/ legacy to be nibble and agile

• Have Confidence and tenacity – don’t give up
• Human nature dictates the Status Quo is easier than change
• Don’t late negative people derail you
• Your idea is your idea…. Your job is to sell/prove it to other
• If people don’t understand your offering it is your issue not
theirs
• Make it simple stupid to understand your elevator pitch
• Summary - Go to market life cycle
• Crawl
oDefine, Design, Build, Test
• Walk
• First Clients, Marketing, Proving, Pricing, Get fully ready
to grow
• Run
oScale the business and Innovate

UX Design – Key to success or just fluff?
DT 2018
#dtscot
@EstherBCM / @BC_UXTweets

+44 (0)131 467 9227 +44 (0)203 097 1600 bordercrossingmedia.com

What do
you mean
fluff?!?!?!
Don’t you
need a UX
Strategy for
success?
Have you
ever thought
about back-
end UX?
Do you even
know what
UX is?

Hasn’t he
got a point?

Is it UX……?
FLUFF

Is it UX……?
FACT

User Experience is about making a
website look good
FLUFF:

To succeed in Digital you need a good
‘UX’
FLUFF:

To succeed in Business you need a good
‘UX’
FACT:
£

FACT:
UX is all about finding out what works best for the people
your business needs to reach, engage and convert.
Discover

FACT:
✓Exploring and exploiting changing Human Behaviour
✓Helping people achieve their goals

Helping people achieve their goals

FACT:
✓Delivering the most value for the least effort
✓Its about survival.

UX is only about customer service/
front-end stuff
FLUFF:

USER EXPERIENCE

Help all your USERs achieve their goals
FACT:

For every $1 you spend on UX you’ll get
$100 ROI*
FLUFF:
UX
=

FACT:
“For every dollar spent to resolve a problem
during product design, $10 would be spent
on the same problem during development,
and multiply to $100 or more if the problem
had to be solved after the product’s
release.”
Every $1 you spend on UX could save
$100 later

UX Design is about conversion rates
FLUFF:

FACT:
Implementing a UX Strategy across the
whole business delivers real benefits
“UX Strategy is the glue that binds the
company vision (your goals) with the
day-today UX tactics (your execution).”
Eric Rees
https://vimeo.com/213398109

Give people what they need to make
informed decisions
Who am I
creating this
for?
What are they
trying to
achieve?
What do they
need to make
an informed
decision?
What is their
context of use?
How can I make
this as easy as
possible?

We’ll UX it after it goes live
FLUFF:
Design Build Launch UX?

Don’t ask real people who will really use
it, they don’t know what they actually
want, but I do
FLUFF: Discover
Me!

User Experience involves talking to real
people in the real world
FACT:

Stakeholder driven innovation will
deliver better, more usable business
outcomes
FACT:

Putting people at the heart of your
transformation will save you money
FACT:
Discover
£

1. Is this true?

2. Is it valid to me?

3. How can I check it is true?

Thank you!
@bordercrossingux
@bordercrossingux

Josh Somma
Product Manager @squiz
jsomma@squiz.co.uk
How you can
actually use AI

What we’ll cover….
• Different types of AI
• How machines learn
• How does a neural
network work?
• Walkthrough of an
AI application

WHAT IS ARTIFICIAL INTELLIGENCE?
ARTIFICIAL INTELLIGENCE
MACHINE LEARNING
DEEP
LEARNING
WITH
NEURAL
NETWORKS
TYPES OF AI
NATURAL LANGUAGE
PROCESSING
REACTIVE MACHINES
ROBOTICS
EXPERT SYSTEMS
FUZZY LOGIC
MACHINE LEARNING
TYPES OF ML
LINEAR REGRESSION
DECISION TREES
RANDOM FORESTS
K-NEAREST NEIGHBOUR
ARTIFICIAL NEURAL
NETWORKS

Image classifiers
ecommender
systems
Language processing
Virtual
assistants
YOU ARE PROBABLY USING
NEURAL NETWORKS EVERYDAY

HOW DOES A NEURAL NETWORK WORK?

LET’S STEP THROUGH AN ACTUAL AI APPLICATION
• REVIEW THE SOFTWARE
LIBRARIES WE’LL USE
• DEFINE THE BUSINESS
PROBLEM TO SOLVE

Data manipulation Machine learning

Takeaways
AI is easy (sort of)
Start with simple
Complexity is in the data
It’s a prediction
Label your data

WELCOME BACK
DIGITAL TRANSFORMATION
2018
#DTSCOT

Digital Self Service
Opportunities and Challenges
Sif Rai CMO

CONSUMER PAYING BEHAVIOUR IS CHANGING

“15 years ago, the average consumer typically used
two touch-points when buying an item and only 7%
regularly used more than four. Today consumers use
an average of almost six touch points, with 50%
regularly using more than four.”
Marketing Week, 2016
“Companies with extremely strong omni-channel
customer engagement retain on average 89% of their
customers, compared to 33% for companies with
weak omni-channel customer engagement”
Aberdeen Group, via V12DATA 2018
OMNI V MULTI CHANNEL

56% of consumers are willing to
share data to receive faster and
more convenient
service (SalesForce 2017)
84% of consumers say quick and
efficient service is important in
judging dining experiences
NEED FOR SPEED

DIGITAL SUCCCESS:
5 INGREDIENT RECIPE

1. PUT YOUR CUSTOMER FIRST
2. GET YOUR STAFF ONBOARD
3. RESPECT YOUR BRAND AND WHAT YOU STAND FOR
4. REMOVE FRICTION; IF IT DOESN’T FIT, IT FAILS
5. DIGITAL MEETS BRICKS & MORTAR
DIGITAL SUCCCESS: 5 INGREDIENT RECIPE

Tap-tap.
Click.
Tap-tap.
Click.
Tap-tap.
Click.
Tap-tap.

Understand your customers
&
You will understand the value
that digital self service offers
them and your business

THANK YOU.
Sif.Rai@QikServe.com
@Qikserve

(Credit: Alamy Stock Photo) https://itunes.apple.com/al/app/quick-check-mobile/id1069096964?mt=8

http://www.iqinteractive.ca/case-study-how-mcdonald-s-is-changing-the-global-restaurant-industry-againhttp://abduzeedo.com/node/78692
https://anyware.dominos.com/

http://www.goldismoney2.com/threads/the-worlds-oldest-and-oddest-vending-machines-you-never-knew-existed.87836/

https://www.kotaku.com.au/2013/03/the-wild-and-wonderful-world-of-japanese-vending-machines/

https://medium.com/deliveroo-design/split-the-bill-with-deliveroo-and-monzo-25893fc12e10
http://money.cnn.com/2017/02/24/technology/monzo-mobile-bank-blomfield/index.html

https://www.cnbc.com/2017/06/20/mcdonalds-hits-all-time-high-as-wall-street-cheers-replacement-of-cashiers-with-kiosks.html
https://www.gazettelive.co.uk/whats-on/food-drink-news/mcdonalds-table-service-arrived-teesside-11315163
https://www.mcdonalds.com/us/en-us/mobile-order-and-pay.html

RICH DATA
https://www.mallzeeinsights.com/

Tap-tap.
Click.
Tap-tap.
Click.
Tap-tap.
Click.
Tap-tap.
https://www.pymnts.com/news/merchant-innovation/2018/shopify-checkout-google-pay-mobile-payments-lyver/

https://www.cnbc.com/2017/09/09/how-rebecca-minkoff-uses-tech-to-drive-triple-digit-sales-growth.html

'THIS IS NOT A DRILL’
Twitter: @TulsiGabbard

'THIS IS NOT A DRILL’
Photo Credit: Hawaii News Now

https://fuzzproductions.com/work/shake-shack-kiosk

https://medium.com/@aiaddysonzhang/the-rising-popularity-of-wechat-live-streaming-apps-in-mainland-china-fed2f151615c

https://www.fastcodesign.com/90154608/netflix-is-even-personalizing-its-graphic-design-to-you-now
https://medium.com/netflix-techblog/artwork-personalization-c589f074ad76

https://www.theguardian.com/business/2018/jan/21/amazons-first-automated-store-opens-to-public-on-monday

https://la.eater.com/2015/12/22/10647840/eatsa-the-food-wave-of-the-future-has-landed-in-at-the-village-at#0

https://www.wired.com/story/san-francisco-just-put-the-brakes-on-delivery-robots/

HEW BRUCE-GARDYNE
TVSQUARED
#DTSCOT

Google Then and Now
2000
• Motto: “Don’t Be Evil”
• Marketing counts as evil

Google Then and Now
2000
• Motto: “Don’t Be Evil”
• Marketing counts as evil
2018
• 97% of $111B revenue is advertising
• Everyone thinks Google is evil

§
It’s All About How You Use What You Know

Know a Lot from a Little
10 Better than your co-workers
70 Better than your friends
150 Better than your parents
300 Better than your partner

Know a Lot from a Little
68
• Skin colour
• Sexual orientation
• Political leanings
And on and on and on …
• Intelligence
• Religious affiliation
• Alcohol/cigarette/drug use

44%
38%
12%
6%
34%
20%
23% 23%
Frustrated Disappointed Angry Stop Use
Brands Consumers
While consumers have
become more aware of
data misuse, brands are
interpreting their
responses incorrectly.

How Not to Be Evil
Rule #1: Think in terms of principles rather than rules

How Not to Be Evil
Principle #1: Think in terms of principles rather than rules
Principle #2: Think about what your customers think you know

How Not to Be Evil
Principle #3: Remember, consumers don’t like being watched

How Not to Be Evil
Principle #4: Individuals can still be seen in segments

Knowing Your Customer & Acting On It
It’s fine to use data to:
• Identify relevant offers
• Tailor your own content
• Mine CRM for general and specific behaviours

How Not to Be Evil
Principle #4: Individuals can still be seen in segments
Principle #5: Have confidence in your proposition

Have Confidence in Your Proposition

How Not to Be Evil
Principle #4: Knowing your customer is still fine
Principle #5: Have confidence in your proposition

RICHARD MARSHALL
CHELSEA APPS FACTORY
#DTSCOT

Leadership in a Digital Age
Richard M Marshall, PhD
General Manager, Scotland
Chelsea Apps Factory
@rmmarshall

The digital disruption imperative
Digital leadership
Agile leadership through times of change

Competition
New Technologies
Generational Change
Process Blockage
Corporate Inertia
Opportunity
New Technologies
Widened Audience
Optimised Digital Approaches
Driven Innovation
Digital disruption will happen anyway

MIXED REALITY
ALGORITHMS MOBILE
DIGITAL
BUSINESS
IOT
SELF SERVICE
DEVELOPERS
SECURITY
CONNECTIONS
CX
BIG
DATA
CLOUD
CONTINUOUS DEPLOYMENT
ANALYTICS
LEGACY
AI
MACHINE
LEARNING
APIs
SOCIAL
ECOSYSTEMS
ERP
DIGITAL
TWINS
LEAN
FRAMEWORKS CRM
VPAs
BLOCKCHAIN
PRODUCTBIMODAL
AGILE
DRONES
CHATBOTS

Technology refresh cycles are accelerating.
Yet enterprise planning cycles remain long.
Legacy land anchors dominate.

Agile leadership through times of change
the illusion of control
From
to
inspirational action.

Responsiveness is key
Conventional, linear business thinking
Software
Traditional
Delivery
Disconnect

Without agility the dream becomes a nightmare

Not everyone has the same context

Digital leadership foundations
Vision… where we’re going, jointly
Communication… how we stay together
Culture… who we are, collectively

A digital leader
Defines and delivers a vision
Breaks down silos
Inspires rather than commands
Earns respect, doesn’t demand it
Acts like a human, not a corporate cloneLives the digital life
Totally open and honest Always learning

Change is coming anyway, better to be prepared
Vision, culture and communication form Digital Leadership
Nimble responsiveness means survival

Come in for a cup of tea
and a Tunnock’s.
Richard M Marshall, PhD
www.chelsea-apps.com
@rmmarshall

DRINKS & NETWORKING
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Digital Transformation 2018 - Edinburgh

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Digital Transformation 2018 - Edinburgh