This document contains a series of tweets and quotes from Kyle Lacy on various marketing topics. It discusses how consumers are changing the future of the inbox by using apps and services to track packages, find price drops, stop unwanted emails, and automatically sort emails. It also discusses how location data and predictive intelligence can be used for personalized brand marketing messages. The final section discusses how connected products will drive relevance through data rather than opinions, and how data should drive better actions rather than just metrics.

2. Kyle Lacy
Director, Global Content & Research
@kyleplacy, www.kylelacy.com

3. What’s Next?
@kyleplacy

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5. What’s Next?
@kyleplacy

6. What’s Now?
@kyleplacy

7. Data Equals
Relevance
one.
@kyleplacy

8. Ginni Rometty
CEO, IBM
What you will see with rapid
data and social sharing is the
death of the average and the era
of you.
Businesses will be able to truly
serve the individual.
@kyleplacy

9. 1. Empathy
2. Perspective Taking
Two types of marketing & creative:
@kyleplacy

10. Empathy
Understanding someone’s
emotional state or feelings
@kyleplacy

11. They were really
good at empathy.
@kyleplacy

12. @kyleplacy

13. Perspective Taking
Cognitive & analytical – it’s
understanding someone’s
interests and behavior.
@kyleplacy

14. @kyleplacy

15. Moments
Matter
two.
@kyleplacy

16. @kyleplacy

18. Connected
Consumer
three.
@kyleplacy

19. @kyleplacy

20. I switched.
@kyleplacy

21. 91% of consumers
indicated that access to
content across all devices
was important.
2014 Mobile Behavior Report, ExactTarget Marketing Cloud
@kyleplacy

22. 83% of US Consumers
research products while
in-store on their mobile
phone.
Google’s Our Mobile Planet Report
@kyleplacy

23. Email is
Mobile
@kyleplacy #ETFOM

24. We sent over 1 billion digital
messages on Cyber Monday.
@kyleplacy

25. Many of our retail clients
experienced mobile open
rates exceeding 80%.
@kyleplacy

26. The New Inbox
four.
@kyleplacy

27. Consumers are changing the
future of the inbox into…
a shopping engine
Brought to you by ReturnPath

28. Consumers are using
[mo.b]
to track their packages
and track their spending
Consumers are using Slice
to find out when prices fall
and products get recalled
Brought to you by ReturnPath

29. Consumers are changing the
future of the inbox into…
a clutter-free environment
Brought to you by ReturnPath

30. Consumers are using
Unsubscriber to easily
stop unwanted emails
Consumers are using
mailstrom to methodically
reach Inbox Zero
Brought to you by ReturnPath

31. Consumers are using
Inbox Pause to control
when they get mail
Organizer
Consumers are using
Organizer because it
automatically sorts their mail
by category …
Brought to you by ReturnPath

32. … which is the reason
Gmail developed the
tabbed inbox, which
automatically sorts
incoming email
Brought to you by ReturnPath

33. Location
five.
@kyleplacy #ETFOM

38. @kyleplacy #ETFOM

40. Brand
Personalization
six.
@kyleplacy

41. 1. Predictive Intelligence
2. EGONomics
Two types of brand personalisation:
@kyleplacy

42. 1. Predictive
Intelligence
@kyleplacy

43. 41% of consumers buy more
from retailers who send
personalised emails based on
past buying behaviours.
Return Path
@kyleplacy

54. 12-25% increase in sales if
the transactional message
includes personalised
product recommendations.
ExactTarget Marketing Cloud
@kyleplacy

55. 2. EGONomics
@kyleplacy

56. To offset a depersonalized
society, consumers crave
recognition of their
individuality.
Faith Popcorn
@kyleplacy

58. or a recognition of their
social identity.
@kyleplacy

60. Connected
Products
seven.
@kyleplacy

64. Data equals
Relevance

65. Data beats
Opinions

67. We must move from numbers
keeping score to numbers that
drive better actions.
David Walmsley
Head of Multichannel
Marks & Spencer
@kyleplacy

68. exacttarget.com.au