The document discusses the transformative impact of emerging technologies on business and marketing, emphasizing the acceleration brought by machine learning, IoT, and data analytics. It highlights the importance of adapting to new models and capabilities, including the use of AI for micro-segmentation and customer data platforms. Additionally, it calls for organizations to embrace innovation and creativity to gain competitive advantages in a rapidly evolving landscape.

1. Confidential and proprietary: Any use of this material without specific
permission of McKinsey & Company is strictly prohibited
Emerging technologies
and how they will
impact the business
and marketing landscape
Jason Heller, Partner, McKinsey & Company
October 5, 2017

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What’s going on in
the world economy is
“no ordinary disruption”

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What can happen
in 10 years?

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Rapid technological advances in digitization, data, and analytics have been
reshaping the business landscape, supercharging performance, and enabling the
emergence of new business innovations and new forms of competition
3x
higher wage
growth
faster profit and
margin growth
2x

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Many of these top
performers are digital
natives, but perhaps
more impressive are
the smaller set
of incumbent
companies

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Almost all occupations have some activities that could
be automated.
5%of occupations could be
100%automated.
60%of occupations could be
30%automated.

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One-third of new
jobs created in
the United States
in the past 25
years were types
that did not
exist, or barely
existed

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Three factors are driving
this acceleration:
machine-learning
algorithms
computing capacity data

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AI is finally starting to
deliver real-life benefits
to early-adopting
companies.

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Marketers already use
AI in more ways than
they may realize
marketing organization technology organization
+

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A key emerging example is
the Customer Data Platform.
Marketer-Controlled
System
Persistent
Cross-Channel
Customer
Data
Marketing
Execution

12. Internal ecosystem
External ecosystem
▪ Website analytics
▪ Mobile site analytics
▪ SEO analytics
▪ UX analytics
▪ Combines 1st and
3rdparty data
▪ Enrich targeting
▪ Look-a-like models
▪ Media analytics
▪ Attribution
▪ Social analytics
▪ Consumer insights
▪ CSAT
▪ Ratings & reviews
▪ Social listening
Marketing activation data
Customer data
▪ CRM
▪ Revenue / LTV
▪ Propensity models
▪ Churn modelsSales
3rd
party
data
Paid &
managed
channels
Offline
channels
Digital
platforms
voc
▪ Call center
▪ Stores/branches
▪ Partners
The
customer
CDP at the core

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One of the most
powerful uses of data
and machine learning
is micro-segmentation
based on behavioral
characteristics
of individuals.

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IoT will enable new
products, and new
business models from
both startups and
incumbents.
New
Products
New Business
Models

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The IoT gives brands
“permission” to create an
additional value exchange
and augment the
relationship between
brand and customer

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An IoT strategy requires
a new set of capabilities,
technologies, and ways
of working

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The economic
value of creativity
and innovation

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Science of marketing Art of marketing
+

19. 90%
not loyal to
chosen
brands
60%
will switch

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1
2
3
4 Adapt and
iterate quickly
Hardwire into
daily practices
Become
customer
fanatics
Feed the need
for speed

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VR and AR represent a level of
immersive creativity that we
have never seen before
generated
$1 billion
in just over
6 months

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Virtual Reality is
shaping up to be the
most immersive and
emotive story telling
platform yet

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VR has the
potential to
become the next
big computing
platform

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Augmented reality is
about to move into the
mainstream mass
market

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Immersive and real time
experiences where data and
content are integrated into
the real world in real time

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Leaders should embrace the transformation and
performance opportunities already available to them
Testing,
experimenting,
learning, and
scaling fast
Reimagining
business models
and business
processes
Digital assets and
capabilities as the
“new balance sheet”
Staying calibrated
and investing
accordingly
A new focus on human capital,
including integrating workers
and machines

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This is a transformation journey
Mobilize cross
functional leaders
around the
opportunities
Get creative
about navigating
the legacy
Walk
before
you run
Prioritize
lighthouse
projects
Let data
activation drive your
operating model

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You can’t wait for
inspiration, you
have to go after it
with a club.”
—Jack London
“

29. 29McKinsey & Company
Stay connected
Jason Heller
Partner
Global Lead, Digital Marketing Operations & Technology
@JasonHeller
linkedin.com/in/jasonheller