Niall McKeown of Ionology gives a preview of his talk for the Predict Conference 2015 on our Predict Knowledge Series Webinar 2

1. Gaining Competitive Advantage
using Data and Predictive Models
Niall McKeown
nmckeown@ionology.com
http://www.ionology.com

2. What is Digital Transformation?
Digital Transformation

3. Digital
The word “digital” is a synonym for the pace of change
that’s occurring in today’s world, driven by the rapid
adoption of technology.
Transformation
How an organisation is built to change, innovate and
reinvent rather than simply enhance and support the
traditional methods.
What is Digital Transformation?

4. The Principle Disciplines Leading Digital Transformation
Digital
Transformation
Marketing Technology
Leadership
๏ Marketing Operatives
๏ Marketing Leaders
๏ Seek Marginal Gains
๏ Lead Step Change Through Strategy
๏ Infrastructure Guys
๏ Business Solutions Thinkers

5. Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold
(Rational)
Customer
Volume
How Customer Perceives
Your Business
6
5 7
3
1
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot
(Passionate)
Digital Strategy Quadrant
Lens Lock [ Geography/vertical]
Data>Innovation

6. Gaining Competitive Advantage
using Data and Predictive Models
Niall McKeown
nmckeown@ionology.com
http://www.ionology.com