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Digital Velocity Europe 2015 | Sapient Nitro Presentation
The document discusses the history of marketing from blacksmiths to the modern day focus on customer experience, brands, and innovation. It then examines how technology has disrupted industries like transportation and hospitality through platforms that connect buyers and sellers. The final sections address issues of data privacy, how personal data is used, and the impact of algorithms on experiences and opportunities.
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Digital Velocity Europe 2015 | Sapient Nitro Presentation
- 1. © 2015 TealiumInc. All rights reserved.
- 2. © 2015 TealiumInc. All rights reserved. THE FRANKENSTEIN EFFECT @Si_James_ sjames2@sapient.com
- 3. © 2015 TealiumInc. All rights reserved. PLAYING GOD
- 4. © 2015 TealiumInc. All rights reserved. “WITH GREAT POWER COMES GREAT RESPONSIBILITY” Voltaire / Uncle Ben from Spiderman @Si_James_
- 5. © 2015 TealiumInc. All rights reserved. A BRIEF HISTORY OF MARKETING (1299 - 2015) @Si_James_
- 6. © 2015 TealiumInc. All rights reserved. BLACKSMITH
- 7. © 2015 TealiumInc. All rights reserved. SOAP
- 8. © 2015 TealiumInc. All rights reserved. BRANDS
- 9. © 2015 TealiumInc. All rights reserved. SERVICE
- 10. © 2015 TealiumInc. All rights reserved. EXPERIENCE
- 11. © 2015 TealiumInc. All rights reserved. PRODUCTS BRANDS SERVICE EXPERIENCE INNOVATION COMMODITISATION @Si_James_
- 12. © 2015 TealiumInc. All rights reserved.
- 13. © 2015 TealiumInc. All rights reserved. CX LEADERS 7-year Stock Performance S&P 500 (2007-2013) 77.7% 51.5% -2.5% -20% 0% 20% 40% 60% 80% 100% CX Leaders S&P 500 Index CX Laggards Source: Watermark Consulting 201
- 14. © 2015 TealiumInc. All rights reserved. 1. (DIS) INTERMEDIATION @Si_James_
- 15. © 2015 TealiumInc. All rights reserved.
- 16. © 2015 TealiumInc. All rights reserved. BUYERS SELLERS @Si_James_
- 17. © 2015 TealiumInc. All rights reserved. PLATFORMSBUYERS SELLERS @Si_James_
- 18. © 2015 TealiumInc. All rights reserved. DISRUPTION DEFINED AirBnB Hilton Westin Marriott Source: Google Trends @Si_James_
- 19. © 2015 TealiumInc. All rights reserved. HILTON $28BN MARRIOTT $23BN AIRBNB $20BN STARWOOD $14BN Source: Yahoo Financ@Si_James_
- 20. © 2015 TealiumInc. All rights reserved.
- 21. © 2015 TealiumInc. All rights reserved. SAN FRANCISCO TAXI USAGE Source: SFMTA -65%
- 22. © 2015 TealiumInc. All rights reserved. £93M & 35M VISITORS
- 23. © 2015 TealiumInc. All rights reserved. MARKET MAKERS BUYERS SELLERS @Si_James_
- 24. © 2015 TealiumInc. All rights reserved. BUYERS SELLERS @Si_James_
- 25. © 2015 TealiumInc. All rights reserved. @Si_James_
- 26. © 2015 TealiumInc. All rights reserved. DOLLAR SHAVE CLUB
- 27. © 2015 TealiumInc. All rights reserved.
- 28. © 2015 TealiumInc. All rights reserved. “WIN BY CHANGING THE RULES” @Si_James_
- 29. © 2015 TealiumInc. All rights reserved. 2. YOU ARE DATA @Si_James_
- 30. © 2015 TealiumInc. All rights reserved. DVLA £32M
- 31. © 2015 TealiumInc. All rights reserved. HMRC 273 GATEWAYS
- 32. © 2015 TealiumInc. All rights reserved. NHS 47M RECORDS
- 33. © 2015 TealiumInc. All rights reserved. % THAT DISAGREE 91% 71% 55% 0% 20% 40% 60% 80% 100% If companies give me a discount, it is a fair exchange for them to collect information about me without my knowing It's fair for an online or physical store to monitor what I'm doing online when I'm there, in exchange for letting me use the store's wireless internet, or wi-fi, without charge It's okay if a store where I shop uses information it has about me to create a picture of me that improves the services they provide for me Source: The Trade Off Fallacy. Turow, Hennessy & Draper
- 34. © 2015 TealiumInc. All rights reserved. RICHARD PRINCE
- 35. © 2015 TealiumInc. All rights reserved. “IF YOU ARE NOT PAYING FOR IT, YOU'RE NOT THE CUSTOMER; YOU'RE THE PRODUCT BEING SOLD” Andrew Lewis
- 36. © 2015 TealiumInc. All rights reserved. “IN COMMERCIAL BROADCASTING THE VIEWER PAYS FOR THE PRIVILEGE OF HAVING HIMSELF SOLD. IT IS THE CONSUMER WHO IS CONSUMED.” Richard Serra, 1973
- 37. © 2015 TealiumInc. All rights reserved. 3. TYRANNY OF ALGORITHMS @Si_James_
- 38. © 2015 TealiumInc. All rights reserved. FACEBOOK YEAR IN REVIEW
- 39. © 2015 TealiumInc. All rights reserved. https://www.crystalknows.com/
- 40. © 2015 TealiumInc. All rights reserved. https://www.crystalknows.com/@Si_James_
- 41. © 2015 TealiumInc. All rights reserved. https://www.crystalknows.com/
- 42. © 2015 TealiumInc. All rights reserved. @Si_James_
- 43. © 2015 TealiumInc. All rights reserved. http://how-old.net/ @Si_James_
- 44. © 2015 TealiumInc. All rights reserved.
- 45. © 2015 TealiumInc. All rights reserved. 1988
- 46. © 2015 TealiumInc. All rights reserved. A TOOL TO DECEIVE AND SLAUGHTER
- 47. © 2015 TealiumInc. All rights reserved.
- 48. © 2015 TealiumInc. All rights reserved. THE RANDOM DARKNET SHOPPER
- 49. © 2015 TealiumInc. All rights reserved.
- 50. © 2015 TealiumInc. All rights reserved.
- 51. © 2015 TealiumInc. All rights reserved. “ALGORITHMS ARE ONLY AS SMART AS THEIR AUTHOR” @Si_James_
- 52. © 2015 TealiumInc. All rights reserved. DON’T BE A MONSTER
- 53. © 2015 TealiumInc. All rights reserved. DISRUPTION > OPTIMISATION
- 54. © 2015 TealiumInc. All rights reserved. DISRUPT > BEING DISRUPTED
- 55. © 2015 TealiumInc. All rights reserved. YOU ARE THE SOAP NOT THE SOAP OPERA
- 56. © 2015 TealiumInc. All rights reserved. THE EU DATA PROTECTION DIRECTIVE IS THE FLOOR NOT THE CEILING
- 57. © 2015 TealiumInc. All rights reserved. DIGITAL TRANSFORMATION IS REALLY DIGITAL MUTATION
- 58. © 2015 TealiumInc. All rights reserved. THE END @Si_James_
Editor's Notes
- #4 200 years ago Industrial revolution – similar to today
- #23 Skyscanner has increased revenues in 2014 by 42% to £93 million, with EBITDA of £20 million. The financial results were underlined by record visitor numbers to Skyscanner, with over 35 million people around the world planning their travel each month on Skyscanner and a 77% global increase in visitors on mobile devices alone. Mobile growth continues to be key to Skyscanner’s strategy. In 2014, Skyscanner’s first hotel and car hire apps were launched globally, while Skyscanner also acquired leading Budapest-based app developer Distinction to accelerate the growth of its in-house mobile development team. Skyscanner has also further diversified its business in the past 12 months away from flights to travel, with the launch of hotel and car hire apps as well as the establishment of Skyscanner for Business to deliver data-led tools to the travel industry. As a result, the non-flights contribution to overall revenues increased by 47% in 2014.
- #32 The personal financial data of millions of taxpayers could be sold to private firms under laws being drawn up by HM Revenue & Customs in a move branded "dangerous" by tax professionals and "borderline insane" by a senior Conservative MP.
- #33 following vehement assurances that it would be illegal for NHS England to sell patient medical records to insurance companies through the controversial Care.data initiative, it transpires that the health service has already handed over data to a trade body for actuaries, which help to set pricing for insurance premiums. Details relating to hospital admissions from 1989 to 2010 were given (for an extraction fee) to the Institute and Faculty of Actuaries. The 13 years of data covering 47 million patients were given to the profesional body to help them "improve accuracy in pricing" of insurance. The episode was detailed in a report -- from December 2013 -- which showed how it used NHS data to track the medical histories of patients including age, the area in which the patients lived, but not names -- this is precisely the "pseudonymised" amber data that the NHS has said would be extremely tightly controlled under Care.data.
- #39 Who here received a Facebook Year in Review Some people were not happy This guy had a photo of his flat burning down When you delegate decisions to algorithms - you end up with unintended consequences
- #47 Caleb Larsen
- #49 A group of London based Swiss artists created a gallery exhibition The Random Darknet Shopper They created a bot to randomly buy something from the darknet each week of value of $100 and displayed it in the gallery in St Gallen Switzerland They bot randomly bought lots of fake sneakers and branded goods
- #50 It also bought esctacy tablets Have you noticed any of your colleagues receiving DVDs in the post recently? Those are DVDs My guess is they are buying drugs from the darkweb A question was raised – who is breaking the laws – the programmers or the bot Ok – this is a clear case of the programmers – but in the future will it be quite so clear cut?