Delivered by Steve Lok, Chief Marketing Technology Consultant, MarTech Alliance Martech Festival, 31st October 2018

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3. THE NEW
NORMAL

4. 4
Steve Lok
Chief Marketing Technology Consultant
Martech Alliance
Ex-Global Head of Martech
The Economist
So, Can You Engineer Trust?

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173 Local TV Stations
$2.73 Billion in Revenue
Nearly 10,000 employees
Controlled by ONE Entity:
Sinclair Communications
KINDA FAKE
KINDA REAL

6. WE
ARE
LIVING
IN
AN
ERA
OF
TOO
MUCH
NOISE

7. The Economist
IS (now)
A (quite profitable)
NEWSPAPER

8. 4X SUBSCRIPTION
PROFIT
4 YEARS~£9m
2013
>£80m
2017

9. 13x MARTECH
INVESTMENT£150k
2014
>£2m
2017

10. PAYING FOR
RELEVANCE
62%
2013
>65%
2018

11. DMP
(3rd party data
management platform)
2014
Programmatic
(2nd party data)
2015
CDP
(1st party customer data
platform)
2016
Audience ML
(data modeling)
2017
EVOLVING TECH
2018=
AI?

12. 2018 : INTEGRATING
&
LEVERAGING
AI + ML + CDPs:
SIGNALS
vs
NOISE

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i go here

14. ID EGO SUPEREGO
(UNCONSCIOUS) (CONSCIOUS) (METACOGNITION)

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INSTINCT
NEED
WANT
IMPULSE
DRIVE
CONSCIOUS
BEHAVIOR
?
PERSONALISATION

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personalisation kinda
sucks rn

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unconscious
INSTINCT
NEED
WANT
IMPULSE
DRIVE

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WHAT VALUE IS TO
YOU
CHANGES

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TRUST =
(CONTINUOUS) VALUE

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TRUST =
(FUTURE) VALUE

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GENERATING
TRUST
IS
INCREDIBLY
COMPLEX

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TRUST = HUMAN-LIKE

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YEAH!

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NOPE
NOPE
NOPE
NOPE
NOPE
PLEASE NO

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THIS
DOES
NOT
GENERATE
TRUST

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THIS
DOES
NOT
GENERATE
TRUST

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ENGINEERING TRUST:
SIGNALS + CONTEXT =
CHASE RELEVANCY,
NOT ACCURACY

28. WIN
Journey
Customer
Knowledge
Location
Behavior Patterns
Product Relationships
Preferences
Channel Consistency
Processes and UI
MARKETING MOMENTS
One to One
One to Few
One to Many
Foundation
RELEVANCY
Source: Adapted from Gartner report on Personalization, June 2015

29. SIGNALS IN CONTENT =
REAL MEANING
Meaning = Motivation
Source: Adapted from OpenTopic & IBM Watson on Cognitive Marketing, 2015

30. CONTEXT IN JOURNEYS
Decisions = Drive

31. Set C
Set A
Set B
Set D
Set E
Set F
Set *
MULTIPLE
SETS
OF
SIGNALS

32. Set C Set A
Set B
Set D
Set E
Set F
Set *
Identified
Normalised
Owned
CDP + AI + ML:
INTEGRATE &
LEARN &
DERIVE

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MARTECH LANDSCAPE 2018

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WHICH ONES DO
YOU NEED TO
GENERATE
TRUST?

35. NEED: REAL DATA SCIENCE
FOR: CONSCIOUS BEHAVIOR

36. NEED: EMOTIONAL SCORING
FOR: UNCONSCIOUS DRIVERS
Paradox of choice resolves with
emotional choices
Behavioral & emotional scores
are multidimensional
Scores help to identify
behaviorally unique users

37. NEED: REAL ML + AI
FOR: DERIVING CONTEXT
● Supervised machine learning
algorithms to derive & predict
● Likelihood to perform an action or
make a change
● Self-training models use
anonymous data in user profiles

38. NEED: REALTIME DECISIONING
FOR: RELEVANT COMMS

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TRUST =
RELEVANCY
(not creepy sh*t)

40. MACRO
MOMENT
MICRO
MOMENT
NEGATIVE IMPACT
POSITIVE IMPACT
CAN
YOU
ENGINEER
TRUST?
SHOULD

41. !

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Engineering Trust:
Relevancy vs. Accuracy
Steve Lok
Please reach out to me at :
steve@lokwise.com
steve.lok@martechalliance.com
@lokwise
if you’d like to chat about ideas or need
help, or have feedback and questions
about this presentation.
Chief Marketing Technology Consultant
Martech Alliance
Ex-Global Head of Martech
The Economist