Kyle Lacy – Lessonly. PostNords E-handelsforum 2017.

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Hur påverkar teknologin sätten vi tänker, handlar eller kommunicerar? Kyle berättar om den nya världen inom digital marknadsföring. För att överleva framöver handlar det om att företag måste anpassa sig till en verklighet där kunden har makten och köpupplevelsen styr.

Marketing

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Industrial
Revolution
1760-1840
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Steam Engine
Bessemer Process
Model T
Telephone
Transistor

Industrial
Revolution
1760-1840
Information
Revolution
1940-1990
Computers
Radio
Television
Internet
Cotton Gin
Steam Engine
Bessemer Process
Model T
Telephone
Transistor

Industrial
Revolution
1760-1840
Information
Revolution
1940-1990
Consumer
Revolution
2000-2016
Mobile
Social
SaaS
Cloud
Machine Learning
Computers
Radio
Television
Internet
Cotton Gin
Steam Engine
Bessemer Process
Model T
Telephone
Transistor

Industrial
Revolution
1760-1840
Information
Revolution
1940-1990
Consumer
Revolution
2000-2016
Intelligence
Revolution
2020+
Mobile
Social
SaaS
Cloud
Machine Learning
Computers
Radio
Television
Internet
Cotton Gin
Steam Engine
Bessemer Process
Model T
Telephone
Transistor
Nanotechnology
Artificial Intelligence
Virtual Reality
Deep Learning
Blockchain

100,000,000,000
Number of monthly Google searches

“We must move from numbers
keeping score to numbers that
drive better actions.”
— David Walmsley

EXAMPLE OF AN
IMPACT SLIDE TEXT
Example of supporting information or
sourcing information goes here

70% of technology
implementations fail because
of bad data.
— Forrester

There is one source of truth and
everyone is responsible for keeping
it clean.

File Management and Email Chat and Collaboration
Project & Process ManagementLearning and Development
Journey Management
Data Management Search Intent
Social Advertising

Det gick inte att hitta bilddelen med relations-ID rId2 i ﬁlen.
Meet Amy Ingram

Det gick inte att hitta bilddelen med relations-ID rId2 i ﬁlen.

“If Alexa were a human assistant,
you’d fire her, if not have her
committed.”
- Farhad Manjoo

ASSISTED INTELLIGENCE
What needs to happen to gain true machine intelligence?
• Deep Learning
• Natural Language Processing
• Quantum Computing

Deep Learning
is a subfield of machine learning concerned
with algorithms inspired by the structure and
function of the brain called artificial neural
networks.

Location Based
Intelligence
Personalization &
Interaction Engine
Reverse Logistics
Solution
Personalization
Engine

Deep Learning
More data + More Intelligence = Highly
Personalized Experiences

HOW DO WE ADAPT?
The future of marketing depends on managing change effectively
• Align your team to the entire customer journey, not
only acquisition

The creation and management of
the customer experience is the only
thing that makes you relevant.

contact.
Kyle.lacy@lessonly.com
@kyleplacy

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Grofers doubled its revenue every 6 months for the last 2 years. In January of 2019, we did it in one month. During this time, we've gone through 2 funding crunches, brutal government regulation changes and the entrance of two behemoths (AMZ and WALL) as direct competitors. This talk will explore how to optimize the organization towards big bets, and how we have created a culture of risk taking, managed chaos and rapid alignment to push through changes like: The 2nd largest membership program in India in 2 months A sale we set up in 2 weeks that doubled our revenue A logistic innovation which halved our cost AND errors within 3 months Launched 600 private label products in 6 months If you struggle to get your teams to see the bigger picture, or work together on "the most important" thing, maybe this will be helpful for you. More details: https://confengine.com/agile-india-2019/proposal/9545/going-for-10x-building-teams-in-a-hyper-competitive-market Conference link: https://2019.agileindia.org

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Kyle Lacy – Lessonly. PostNords E-handelsforum 2017.

1. The Future of MARKETING Kyle Lacy (@kyleplacy) Steps to Building Experiences of the Future

2. My Career

3. Lessonly is used by thousands of teams to translate important work knowledge into lessons that accelerate productivity.

4. We must understand change.

5. Louis CK Video

6. Why is this happening?

7. Industrial Revolution 1760-1840 Cotton Gin Steam Engine Bessemer Process Model T Telephone Transistor

8. Industrial Revolution 1760-1840 Information Revolution 1940-1990 Computers Radio Television Internet Cotton Gin Steam Engine Bessemer Process Model T Telephone Transistor

9. Industrial Revolution 1760-1840 Information Revolution 1940-1990 Consumer Revolution 2000-2016 Mobile Social SaaS Cloud Machine Learning Computers Radio Television Internet Cotton Gin Steam Engine Bessemer Process Model T Telephone Transistor

10. Industrial Revolution 1760-1840 Information Revolution 1940-1990 Consumer Revolution 2000-2016 Intelligence Revolution 2020+ Mobile Social SaaS Cloud Machine Learning Computers Radio Television Internet Cotton Gin Steam Engine Bessemer Process Model T Telephone Transistor Nanotechnology Artificial Intelligence Virtual Reality Deep Learning Blockchain

11. Micro-Moments

12. 12

13. We are the Google Generation.

14. 100,000,000,000 Number of monthly Google searches

15. 1999

16.

17.

18.

19.

20. Data at Scale

21. “We must move from numbers keeping score to numbers that drive better actions.” — David Walmsley

22. A rorschach test…

23.

24. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here

25.

26.

27.

28. How do you feel?

29. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here

30. Now?

31. 70% of technology implementations fail because of bad data. — Forrester

32. There is one source of truth and everyone is responsible for keeping it clean.

33.

34. File Management and Email Chat and Collaboration Project & Process ManagementLearning and Development Journey Management Data Management Search Intent Social Advertising

35.

36. @KYLEPLACY

37. @KYLEPLACY

38.

39. Assisted Intelligence

40. Det gick inte att hitta bilddelen med relations-ID rId2 i ﬁlen. Meet Amy Ingram

41. Det gick inte att hitta bilddelen med relations-ID rId2 i ﬁlen.

42.

43.

44.

45.

46. “If Alexa were a human assistant, you’d fire her, if not have her committed.” - Farhad Manjoo

47. Machine Intelligence

48. ASSISTED INTELLIGENCE What needs to happen to gain true machine intelligence? • Deep Learning • Natural Language Processing • Quantum Computing

49. Deep Learning is a subfield of machine learning concerned with algorithms inspired by the structure and function of the brain called artificial neural networks.

50. Location Based Intelligence Personalization & Interaction Engine Reverse Logistics Solution Personalization Engine

51. Deep Learning More data + More Intelligence = Highly Personalized Experiences

52. Personalization Matters

53. Final Thoughts: How do we adapt?

54. HOW DO WE ADAPT? The future of marketing depends on managing change effectively • Align your team to the entire customer journey, not only acquisition

55. HOW DO WE ADAPT? The future of marketing depends on managing change effectively • Align your team to the entire customer journey, not only acquisition • Focus on one source of truth for data management

56. HOW DO WE ADAPT? The future of marketing depends on managing change effectively • Align your team to the entire customer journey, not only acquisition • Focus on one source of truth for data management • Test a new idea every two weeks

57. HOW DO WE ADAPT? The future of marketing depends on managing change effectively • Align your team to the entire customer journey, not only acquisition • Focus on one source of truth for data management • Test a new idea every two weeks • Continually train team for continuous, rapid improvement • Create an experience team, not a marketing team

58. HOW DO WE ADAPT? The future of marketing depends on managing change effectively • Align your team to the entire customer journey, not only acquisition • Focus on one source of truth for data management • Test a new idea every two weeks • Continually train team for continuous, rapid improvement • Create an experience team, not a marketing team

59. The creation and management of the customer experience is the only thing that makes you relevant.

60. contact. Kyle.lacy@lessonly.com @kyleplacy

Kyle Lacy – Lessonly. PostNords E-handelsforum 2017.

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Kyle Lacy – Lessonly. PostNords E-handelsforum 2017.