digital velocity europe 2015 | sapient nitro presentation
TRANSCRIPT
© 2015 Tealium Inc. All rights reserved.
© 2015 Tealium Inc. All rights reserved.
PLAYING GOD
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“WITH GREAT POWER COMES GREAT
RESPONSIBILITY”
Voltaire /Uncle Ben
from Spiderman@Si_James_
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A BRIEF HISTORYOF MARKETING
(1299 - 2015)
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BLACKSMITH
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SOAP
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BRANDS
© 2015 Tealium Inc. All rights reserved.SERVICE
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EXPERIENCE
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PRODUCTS
BRANDS
SERVICE
EXPERIENCE
INNOVATION
COMMODITISATION@Si_James_
© 2015 Tealium Inc. All rights reserved.
© 2015 Tealium Inc. All rights reserved.
CX LEADERS7-year Stock Performance S&P 500 (2007-2013)
CX Leaders S&P 500 Index CX Laggards-20%
0%
20%
40%
60%
80%
100%77.7%
51.5%
-2.5%Source: Watermark Consulting 2014
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1.(DIS)
INTERMEDIATION@Si_James_
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BUYERS SELLERS
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PLATFORMSBUYERS SELLERS
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DISRUPTION DEFINED
AirBnB
Hilton
Westin
Marriott
Source: Google Trends@Si_James_
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HILTON $28BNMARRIOTT $23BN
AIRBNB $20BNSTARWOOD $14BN
Source: Yahoo Finance@Si_James_
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© 2015 Tealium Inc. All rights reserved.
SAN FRANCISCO TAXI USAGE
Source: SFMTA
-65%
© 2015 Tealium Inc. All rights reserved.£93M & 35M VISITORS
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MARKETMAKERS
BUYERS SELLERS
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BUYERS SELLERS
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© 2015 Tealium Inc. All rights reserved.@Si_James_
© 2015 Tealium Inc. All rights reserved.DOLLAR SHAVE CLUB
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“WIN BY CHANGING THE RULES”
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2.YOU ARE DATA
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© 2015 Tealium Inc. All rights reserved.DVLA £32M
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HMRC 273 GATEWAYS
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NHS 47M RECORDS
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% THAT DISAGREE
0%
20%
40%
60%
80%
100% 91%71%
55%
Source: The Trade Off Fallacy. Turow, Hennessy & Draper
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RICHARD PRINCE
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“IF YOU ARE NOT PAYING FOR IT, YOU'RE NOT THE
CUSTOMER; YOU'RE THE PRODUCT BEING SOLD”
Andrew Lewis
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“IN COMMERCIAL BROADCASTING THE VIEWER PAYS FOR THE
PRIVILEGE OF HAVING HIMSELF SOLD. IT IS THE CONSUMER WHO
IS CONSUMED.”
Richard Serra, 1973
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3.TYRANNY OFALGORITHMS
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FACEBOOK YEAR IN REVIEW
© 2015 Tealium Inc. All rights reserved.https://www.crystalknows.com/
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© 2015 Tealium Inc. All rights reserved.https://www.crystalknows.com/
© 2015 Tealium Inc. All rights reserved.@Si_James_
© 2015 Tealium Inc. All rights reserved.
http://how-old.net/@Si_James_
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© 2015 Tealium Inc. All rights reserved.
1988
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A TOOL TO DECEIVE AND SLAUGHTER
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© 2015 Tealium Inc. All rights reserved.
THE RANDOM DARKNET SHOPPER
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© 2015 Tealium Inc. All rights reserved.
© 2015 Tealium Inc. All rights reserved.
“ALGORITHMS ARE ONLY AS SMART AS
THEIR AUTHOR”
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DON’T BE A MONSTER
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DISRUPTION >OPTIMISATION
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DISRUPT >BEING DISRUPTED
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YOU ARE THE SOAPNOT THE SOAP OPERA
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THE EU DATA PROTECTION DIRECTIVE IS THE FLOOR NOT THE CEILING
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DIGITALTRANSFORMATIONIS REALLY
DIGITAL MUTATION
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THE END
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