The document discusses the personalization of customer experiences through various identification methods and contextual factors, including what individuals have, know, and their identity. It emphasizes the growing importance of 'digital exhaust' in predicting behaviors and preferences based on personal and social contexts. Additionally, it suggests approaches for optimizing content delivery through responsive and adaptive strategies while highlighting the need for stakeholder engagement and evidence-based practices.

1. PERSONALISATION
Scott Thomson @sufood

2. IDENTIFICATION
WHAT I HAVE WHAT I KNOW
WHO I AM
PIN
Password

3. PERSONALIZATION
WHAT I HAVE
(AND WHAT I
DO WITH IT)
WHAT I KNOW
(AND WHAT I
INTEND TO DO)
WHO I AM
(AND HOW I
FIT IN THE WORLD)

4. CUSTOMER & CONTEXT
CUSTOMER

5. INTERFACE DEVICE
NETWORK
MEDIA
COPY
ADS
SCREEN
K-BOARD
SENSORS
SYSTEM
S/W
BATTERY
METHODS
SPEED
STRENGTH
COVERAGE
RANGE
SERVICES
PRICING
PERSONAL
CONTEXT
SOCIAL
CONTEXT
CONTACTS
CALLS
MESSAGES
SHARING
CALENDAR
ALARMS
PLACES
PHOTOS
MUSIC
VIDEOS
BOOKS
PURCHASES
RELATIONS
CULTURE
VALUES
AGE
GENDER
LIFE STAGE
CAREER
ECONOMICS
OUR “DIGITAL EXHAUST”
IS INCREASING RAPIDLY

6. HOME
WORK
3rd PLACE SHOPS
TRANSPORT
4 ANONYMOUS
LOCATIONS & TIMES
UNIQUELYIDs
95%
VECTOR &
VELOCITY
PREDICT LIKELY
DESTINATIONS

7. If moving,
Show still
If still, Show moving
ENVIRONMENT &
ENGAGEMENT

8. 100s OF LISTINGS ON PAGE
THREE
LISTINGS
HOW FILTERED?
o RELEVANCE?
o BUSINESS MODEL?
o GAMIFICATION?
CHOOSING THE BEST CONTENT

9. RESPONSIVE
ADAPTIVE

10. INTERACTIVE
AUDIENCE
LAYERED
CONTENT LISTEN
PREDICT
ASSEMBLE
DELIVER
CONTENT
INGEST
ENCODE
CREATIVE
MARKETER
MEDIA
PUBLISHER

11. HOW TO GET STARTED?Best Practice
vs Current
Rapid Pilots &
Evidence Based
Benefits
Stakeholder
Engagement
Lean
Execution
RINSE
REPEAT