have you ever wondered if technology is reaching a plateau have you ever
reaching a plateau have you ever
reaching a plateau have you ever wondered if Moore’s Law is going to
wondered if Moore’s Law is going to
wondered if Moore’s Law is going to continue to hold true Moore’s law is
continue to hold true Moore’s law is
continue to hold true Moore’s law is defined as a process is defined as when
defined as a process is defined as when
defined as a process is defined as when the number of transistors on a chip are
the number of transistors on a chip are
the number of transistors on a chip are going to double in every two years for
going to double in every two years for
going to double in every two years for for me moore’s law means technology
for me moore’s law means technology
for me moore’s law means technology evolves every two years I have wondered
evolves every two years I have wondered
evolves every two years I have wondered and as a marketer I want to understand
and as a marketer I want to understand
and as a marketer I want to understand how do you keep pace of technology how
how do you keep pace of technology how
how do you keep pace of technology how do you see how technology works
what do marketers do marketers want to
what do marketers do marketers want to sell their products ensure brand
sell their products ensure brand
sell their products ensure brand awareness with three key objectives in
awareness with three key objectives in
awareness with three key objectives in mind one reaching out to the customers
mind one reaching out to the customers
mind one reaching out to the customers recalling brand and ensuring brand
recalling brand and ensuring brand
recalling brand and ensuring brand awareness in moments that matter and
awareness in moments that matter and
awareness in moments that matter and three driving sales and growing your
three driving sales and growing your
three driving sales and growing your business teaching audiences is not new
business teaching audiences is not new
business teaching audiences is not new this has been there for quite some time
this has been there for quite some time
this has been there for quite some time if you look at this
if you look at this
if you look at this we started out way back few decades back
we started out way back few decades back
we started out way back few decades back in with sales Flyers newspapers
in with sales Flyers newspapers
in with sales Flyers newspapers bulletins coming in followed by the
bulletins coming in followed by the
bulletins coming in followed by the radio and television newspapers
radio and television newspapers
radio and television newspapers I remember weekend newspapers being
I remember weekend newspapers being
I remember weekend newspapers being twice as big and twice as expensive
twice as big and twice as expensive
twice as big and twice as expensive primarily because they had in sets of
primarily because they had in sets of
primarily because they had in sets of flyers from your local grocery store
flyers from your local grocery store
flyers from your local grocery store from your supermarket and from any
from your supermarket and from any
from your supermarket and from any seasonal events that might come about
seasonal events that might come about
seasonal events that might come about and you would use them clip coupons of
and you would use them clip coupons of
and you would use them clip coupons of them people used to keep coupons from
them people used to keep coupons from
them people used to keep coupons from them and use them to actually go and
them and use them to actually go and
them and use them to actually go and trade in for discounts that might come
trade in for discounts that might come
trade in for discounts that might come about later on when TV and when Huey and
about later on when TV and when Huey and
about later on when TV and when Huey and Radio came about people started using
Radio came about people started using
Radio came about people started using them for making sure that you identify
them for making sure that you identify
them for making sure that you identify US market or identify your target group
US market or identify your target group
US market or identify your target group and then take it to the TV show try to
and then take it to the TV show try to
and then take it to the TV show try to identify which TV shows are there which
identify which TV shows are there which
identify which TV shows are there which are the relevant to your target groups
are the relevant to your target groups
are the relevant to your target groups and then make sure your marketing around
and then make sure your marketing around
and then make sure your marketing around those things that was an initial version
those things that was an initial version
those things that was an initial version of how do you reach and then the coupons
of how do you reach and then the coupons
of how do you reach and then the coupons was an initial version of how do you
was an initial version of how do you
was an initial version of how do you build how do you drive the Orkin
build how do you drive the Orkin
build how do you drive the Orkin and how do you make sure that you are
and how do you make sure that you are
and how do you make sure that you are attributing your your your sales or your
attributing your your your sales or your
attributing your your your sales or your advertising budgets looking forward the
advertising budgets looking forward the
advertising budgets looking forward the internet came and then this was a
internet came and then this was a
internet came and then this was a tectonic change I remember as a graduate
tectonic change I remember as a graduate
tectonic change I remember as a graduate student in Texas A&M I had my own corner
student in Texas A&M I had my own corner
student in Texas A&M I had my own corner of the web I had my own web site this
of the web I had my own web site this
of the web I had my own web site this was a fad pretty much everybody had
was a fad pretty much everybody had
was a fad pretty much everybody had their own websites but what you had in
their own websites but what you had in
their own websites but what you had in those was primarily information about
those was primarily information about
those was primarily information about yourself about your team’s research
yourself about your team’s research
yourself about your team’s research about what you are interested in your
about what you are interested in your
about what you are interested in your friends websites about what people were
friends websites about what people were
friends websites about what people were interested in in terms of what I liked
interested in in terms of what I liked
interested in in terms of what I liked and also my blog and my pictures this
and also my blog and my pictures this
and also my blog and my pictures this was all that I needed for me all of
was all that I needed for me all of
was all that I needed for me all of information that was relevant on the
information that was relevant on the
information that was relevant on the internet was fit on a page which was 20
internet was fit on a page which was 20
internet was fit on a page which was 20 links long how about today that has
links long how about today that has
links long how about today that has changed that has evolved so much so that
changed that has evolved so much so that
changed that has evolved so much so that Internet is transforming how we look at
Internet is transforming how we look at
Internet is transforming how we look at information imagine what do you do today
information imagine what do you do today
information imagine what do you do today on a daily basis new social media
on a daily basis new social media
on a daily basis new social media pictures videos engaging with
pictures videos engaging with
pictures videos engaging with information research everything
information research everything
information research everything something that you like on the web be it
something that you like on the web be it
something that you like on the web be it a movie time be with price of 8 of a
a movie time be with price of 8 of a
a movie time be with price of 8 of a product beat some information that you
product beat some information that you
product beat some information that you like a hidden word all of these you’re
like a hidden word all of these you’re
like a hidden word all of these you’re reflexively going to the web and trying
reflexively going to the web and trying
reflexively going to the web and trying to get that information and that’s the
to get that information and that’s the
to get that information and that’s the that’s the change that has come about we
that’s the change that has come about we
that’s the change that has come about we as consumers we want information right
as consumers we want information right
as consumers we want information right and we want it right now and that is a
and we want it right now and that is a
and we want it right now and that is a change that has been happening so in the
change that has been happening so in the
change that has been happening so in the last couple of decades the number of
last couple of decades the number of
last couple of decades the number of people recent research suggests the
people recent research suggests the
people recent research suggests the number of people who are spending time
number of people who are spending time
number of people who are spending time on the Internet is roughly around 40
on the Internet is roughly around 40
on the Internet is roughly around 40 hours a week that’s huge and in addition
hours a week that’s huge and in addition
hours a week that’s huge and in addition to that they’re traversing around a
to that they’re traversing around a
to that they’re traversing around a billion pages across the world people
billion pages across the world people
billion pages across the world people have stopped going online and have
have stopped going online and have
have stopped going online and have started living online what used to be
started living online what used to be
started living online what used to be amazing has now become commonplace let
amazing has now become commonplace let
amazing has now become commonplace let me tell you a story when it started
me tell you a story when it started
me tell you a story when it started working early days of my career I was I
working early days of my career I was I
working early days of my career I was I was in financial services I was doing
was in financial services I was doing
was in financial services I was doing software development that was a great
software development that was a great
software development that was a great gate for me I thought I had my own
gate for me I thought I had my own
gate for me I thought I had my own despot
despot
despot which was a PC and then I had my own
which was a PC and then I had my own
which was a PC and then I had my own unique station because I had that’s
unique station because I had that’s
unique station because I had that’s where I used to code and then I stood
where I used to code and then I stood
where I used to code and then I stood I’d software and then I had something
I’d software and then I had something
I’d software and then I had something called a pager which is a device which
called a pager which is a device which
called a pager which is a device which most of you guys might not even know
most of you guys might not even know
most of you guys might not even know about given your ages but that was it oh
about given your ages but that was it oh
about given your ages but that was it oh guys you hang on on your belt and then
guys you hang on on your belt and then
guys you hang on on your belt and then carry around if there was information
carry around if there was information
carry around if there was information that was needed about you I felt good I
that was needed about you I felt good I
that was needed about you I felt good I was recognized I was given some power I
was recognized I was given some power I
was recognized I was given some power I was doing some good work and then I
was doing some good work and then I
was doing some good work and then I spoke to some of my like a couple of
spoke to some of my like a couple of
spoke to some of my like a couple of weeks or months into the job I spoke to
weeks or months into the job I spoke to
weeks or months into the job I spoke to him off my senior directors and how my
him off my senior directors and how my
him off my senior directors and how my program managers they did not have a
program managers they did not have a
program managers they did not have a desktop they had a laptop they did not
desktop they had a laptop they did not
desktop they had a laptop they did not have a pager and they had a cell phone
have a pager and they had a cell phone
have a pager and they had a cell phone and I was like hmm later a few years
and I was like hmm later a few years
and I was like hmm later a few years down I got my own laptop I felt I had a
down I got my own laptop I felt I had a
down I got my own laptop I felt I had a right guess what few weeks late a few
right guess what few weeks late a few
right guess what few weeks late a few weeks in few weeks before I came to this
weeks in few weeks before I came to this
weeks in few weeks before I came to this talk my daughter of each is health to me
talk my daughter of each is health to me
talk my daughter of each is health to me and says daddy I can’t deal with my
and says daddy I can’t deal with my
and says daddy I can’t deal with my brother and me sharing a laptop can you
brother and me sharing a laptop can you
brother and me sharing a laptop can you get me one for myself that’s the
get me one for myself that’s the
get me one for myself that’s the evolution of technology that has been
evolution of technology that has been
evolution of technology that has been seeing about and that’s where what we is
seeing about and that’s where what we is
seeing about and that’s where what we is what is amazing is now getting expected
what is amazing is now getting expected
what is amazing is now getting expected I talked about the internet but imagine
I talked about the internet but imagine
I talked about the internet but imagine some of the other changes that have
some of the other changes that have
some of the other changes that have happened over the past two three decades
happened over the past two three decades
happened over the past two three decades GPS MRI scanning digital photography
GPS MRI scanning digital photography
GPS MRI scanning digital photography technology shifts ATM these have become
technology shifts ATM these have become
technology shifts ATM these have become so much so like you can’t imagine the
so much so like you can’t imagine the
so much so like you can’t imagine the world we are living in without these
world we are living in without these
world we are living in without these things and all of these were there the
things and all of these were there the
things and all of these were there the last 20 odd years there wasn’t there
last 20 odd years there wasn’t there
last 20 odd years there wasn’t there before my biggest fun moment if this
Wi-Fi on planes I’ll travel forward
Wi-Fi on planes I’ll travel forward quite a bit and I love traveling for me
quite a bit and I love traveling for me
quite a bit and I love traveling for me before wife I came on planes a flight
before wife I came on planes a flight
before wife I came on planes a flight journey was an opportunity to think
journey was an opportunity to think
journey was an opportunity to think through with relax try to introspect and
through with relax try to introspect and
through with relax try to introspect and spend time with myself and do work that
spend time with myself and do work that
spend time with myself and do work that I really wanted to do but now with Wi-Fi
I really wanted to do but now with Wi-Fi
I really wanted to do but now with Wi-Fi that does not seem possible and as we
that does not seem possible and as we
that does not seem possible and as we saintly has to three months back I was
saintly has to three months back I was
saintly has to three months back I was trying to book a flight
trying to book a flight
trying to book a flight and I realized that I was choosing a
and I realized that I was choosing a
and I realized that I was choosing a flight based on whether they had Wi-Fi
flight based on whether they had Wi-Fi
flight based on whether they had Wi-Fi or not that kind of was concerning for
or not that kind of was concerning for
or not that kind of was concerning for me because the person that I was
me because the person that I was
me because the person that I was who wasn’t respecting and reflecting I
who wasn’t respecting and reflecting I
who wasn’t respecting and reflecting I will talk about it proudly now I am
will talk about it proudly now I am
will talk about it proudly now I am looking for flights which have Wi-Fi on
looking for flights which have Wi-Fi on
looking for flights which have Wi-Fi on them talk about evolving times talk
them talk about evolving times talk
them talk about evolving times talk about double standards talk about
about double standards talk about
about double standards talk about changing things while all of this is
changing things while all of this is
changing things while all of this is true there’s some things which have
true there’s some things which have
true there’s some things which have changed or which have not changed for my
changed or which have not changed for my
changed or which have not changed for my marketing’s perspective for my market is
marketing’s perspective for my market is
marketing’s perspective for my market is perspective these are three things which
perspective these are three things which
perspective these are three things which still stand – how do I find the right
still stand – how do I find the right
still stand – how do I find the right customers how do I stand out in the
customers how do I stand out in the
customers how do I stand out in the marketplace and how do I measure results
marketplace and how do I measure results
marketplace and how do I measure results and how do I measure that on an
and how do I measure that on an
and how do I measure that on an investment those things are still true
investment those things are still true
investment those things are still true but how we as marketers need to approach
but how we as marketers need to approach
but how we as marketers need to approach them has changed quite a bit what I see
them has changed quite a bit what I see
them has changed quite a bit what I see is people need to worry about people
is people need to worry about people
is people need to worry about people need to look about omni-channel people
need to look about omni-channel people
need to look about omni-channel people need to measure performance return on
need to measure performance return on
need to measure performance return on adspend is something that’s very very
adspend is something that’s very very
adspend is something that’s very very relevant now as we think about it people
relevant now as we think about it people
relevant now as we think about it people are more concerned about engagement how
are more concerned about engagement how
are more concerned about engagement how do I look at your property or the
do I look at your property or the
do I look at your property or the website or your your your storefront
website or your your your storefront
website or your your your storefront digital or whatever and then how am i
digital or whatever and then how am i
digital or whatever and then how am i engaging with them these are significant
engaging with them these are significant
engaging with them these are significant trends that have evolved over the last
trends that have evolved over the last
trends that have evolved over the last 10 15 years social media has become so
10 15 years social media has become so
10 15 years social media has become so much important we talk about media we
much important we talk about media we
much important we talk about media we talk about three bits three ways that we
talk about three bits three ways that we
talk about three bits three ways that we think about it one is paid media one is
think about it one is paid media one is
think about it one is paid media one is owned media and one is earned media
owned media and one is earned media
owned media and one is earned media owned media is media that you own your
owned media is media that you own your
owned media is media that you own your own properties digital or whatever paid
own properties digital or whatever paid
own properties digital or whatever paid is what you advertise for and you get
is what you advertise for and you get
is what you advertise for and you get and earned is what is the social media
and earned is what is the social media
and earned is what is the social media bit when you try to know what’s what
bit when you try to know what’s what
bit when you try to know what’s what others are telling about you and these
others are telling about you and these
others are telling about you and these are important significant signals which
are important significant signals which
are important significant signals which people look at and then try to
people look at and then try to
people look at and then try to understand how we’re trying to go so as
understand how we’re trying to go so as
understand how we’re trying to go so as you think about it while marketing has
you think about it while marketing has
you think about it while marketing has not changed a lot the technology
not changed a lot the technology
not changed a lot the technology innovation few things have changed
innovation few things have changed
innovation few things have changed purpose value participation and being
purpose value participation and being
purpose value participation and being always-on has become more and more
always-on has become more and more
always-on has become more and more important while marketers have done
important while marketers have done
important while marketers have done great in terms of trying to keep up with
great in terms of trying to keep up with
great in terms of trying to keep up with technology there is a lot more that’s
technology there is a lot more that’s
technology there is a lot more that’s happening few things that I call about
happening few things that I call about
happening few things that I call about as imperatives or important things for
as imperatives or important things for
as imperatives or important things for you for everybody to be aware of
you for everybody to be aware of
you for everybody to be aware of internet-of-things this is coming about
internet-of-things this is coming about
internet-of-things this is coming about in a big way what I every appliance
in a big way what I every appliance
in a big way what I every appliance every device at home is being connected
every device at home is being connected
every device at home is being connected think about your thermostats your radios
think about your thermostats your radios
think about your thermostats your radios your refrigerators your televisions your
your refrigerators your televisions your
your refrigerators your televisions your your cars all of these are now connected
your cars all of these are now connected
your cars all of these are now connected online what does that do to you
online what does that do to you
online what does that do to you primarily it helps you integrate with
primarily it helps you integrate with
primarily it helps you integrate with everything you you as you’re able to
everything you you as you’re able to
everything you you as you’re able to look at information and then figure out
look at information and then figure out
look at information and then figure out whether you’re starting a journey on one
whether you’re starting a journey on one
whether you’re starting a journey on one one device and then continuing to a
one device and then continuing to a
one device and then continuing to a different device and then you’re able to
different device and then you’re able to
different device and then you’re able to look at how does customer behavior
look at how does customer behavior
look at how does customer behavior change how are people looking at these
change how are people looking at these
change how are people looking at these devices in different ways
devices in different ways
devices in different ways Intel predicts that in the next two
Intel predicts that in the next two
Intel predicts that in the next two three years there will be 200 odd
three years there will be 200 odd
three years there will be 200 odd connected devices in the world what does
connected devices in the world what does
connected devices in the world what does that mean that’s roughly around twenty
that mean that’s roughly around twenty
that mean that’s roughly around twenty six devices connected devices per person
six devices connected devices per person
six devices connected devices per person staggering this is the first imperative
staggering this is the first imperative
staggering this is the first imperative that we as marketers need to worry about
that we as marketers need to worry about
that we as marketers need to worry about as we think of technology not worry
as we think of technology not worry
as we think of technology not worry about be aware of while IOT and devices
about be aware of while IOT and devices
about be aware of while IOT and devices are fun people
are fun people
are fun people geeks if you will would create the folks
geeks if you will would create the folks
geeks if you will would create the folks in Silicon Valley or Bangalore are
in Silicon Valley or Bangalore are
in Silicon Valley or Bangalore are creating those devices are people
creating those devices are people
creating those devices are people actually using them this is an
actually using them this is an
actually using them this is an interesting trend chart that I found
interesting trend chart that I found
interesting trend chart that I found primarily talks about adoption curves of
primarily talks about adoption curves of
primarily talks about adoption curves of people using technology over the past
people using technology over the past
people using technology over the past 100 orders the last line on on my on
100 orders the last line on on my on
100 orders the last line on on my on your left is what telephone electricity
your left is what telephone electricity
your left is what telephone electricity are and they took a good part of around
are and they took a good part of around
are and they took a good part of around 70 80 audios to get to anywhere close to
70 80 audios to get to anywhere close to
70 80 audios to get to anywhere close to 80 90 percent adoption and the rightmost
80 90 percent adoption and the rightmost
80 90 percent adoption and the rightmost line there is the internet and it’s
line there is the internet and it’s
line there is the internet and it’s literally a vertical line basically says
literally a vertical line basically says
literally a vertical line basically says the rate of adoption that consumers are
the rate of adoption that consumers are
the rate of adoption that consumers are doing is very very fast and much higher
doing is very very fast and much higher
doing is very very fast and much higher put it in layman’s terms radio took 38
put it in layman’s terms radio took 38
put it in layman’s terms radio took 38 years to get to 50 million users
years to get to 50 million users
years to get to 50 million users Facebook and social media
Facebook and social media
Facebook and social media any guesses less than a year to get to
any guesses less than a year to get to
any guesses less than a year to get to 50 million users so people are adopting
50 million users so people are adopting
50 million users so people are adopting to technology much faster than you would
to technology much faster than you would
to technology much faster than you would assume and what does this do this set of
assume and what does this do this set of
assume and what does this do this set of connected devices as well as an option
connected devices as well as an option
connected devices as well as an option leads to an explosion of data big data
leads to an explosion of data big data
leads to an explosion of data big data driving big impact as you can see quite
driving big impact as you can see quite
driving big impact as you can see quite a few businesses quite a few businesses
a few businesses quite a few businesses
a few businesses quite a few businesses are looking at big data to help them
are looking at big data to help them
are looking at big data to help them drive economic value basically driven by
drive economic value basically driven by
drive economic value basically driven by three things one the real-time nature of
three things one the real-time nature of
three things one the real-time nature of data that you get basically you are able
data that you get basically you are able
data that you get basically you are able to get data on a much real much quicker
to get data on a much real much quicker
to get data on a much real much quicker basis not necessarily months but days
basis not necessarily months but days
basis not necessarily months but days and hours the scale at which you get
and hours the scale at which you get
and hours the scale at which you get data when you did market research of and
data when you did market research of and
data when you did market research of and we did market research it took us close
we did market research it took us close
we did market research it took us close to service and then you would get a data
to service and then you would get a data
to service and then you would get a data sample set of around 20 or 30 and then
sample set of around 20 or 30 and then
sample set of around 20 or 30 and then you extrapolate it out now that problem
you extrapolate it out now that problem
you extrapolate it out now that problem doesn’t take this you’re doing the other
doesn’t take this you’re doing the other
doesn’t take this you’re doing the other way around you have a data sample set
way around you have a data sample set
way around you have a data sample set and just thin slicing till you get to
and just thin slicing till you get to
and just thin slicing till you get to information that you want to look at and
information that you want to look at and
information that you want to look at and the third bit is intent you are able to
the third bit is intent you are able to
the third bit is intent you are able to quickly predict what is the user doing
quickly predict what is the user doing
quickly predict what is the user doing very much based on these big data and
very much based on these big data and
very much based on these big data and using that using this aggregated view of
using that using this aggregated view of
using that using this aggregated view of real-time data with intent with scale
real-time data with intent with scale
real-time data with intent with scale that you have you have a rich view of
that you have you have a rich view of
that you have you have a rich view of what is the customers journey going to
what is the customers journey going to
what is the customers journey going to look like and you are able to customize
look like and you are able to customize
look like and you are able to customize nuanced and then change this this is the
nuanced and then change this this is the
nuanced and then change this this is the third Imperator that’s going to come
third Imperator that’s going to come
third Imperator that’s going to come about pretty soon the last one for my
about pretty soon the last one for my
about pretty soon the last one for my perspective machine learning artificial
perspective machine learning artificial
perspective machine learning artificial intelligence we are at an inflection
intelligence we are at an inflection
intelligence we are at an inflection point things are changing so fast that
point things are changing so fast that
point things are changing so fast that we are not even sure as to how we going
we are not even sure as to how we going
we are not even sure as to how we going to change we talk about a mobile world
to change we talk about a mobile world
to change we talk about a mobile world which is what we live in today pretty
which is what we live in today pretty
which is what we live in today pretty soon we’re going to move to an AI first
soon we’re going to move to an AI first
soon we’re going to move to an AI first world what does that mean all the data
world what does that mean all the data
world what does that mean all the data all the signals that you have it’s going
all the signals that you have it’s going
all the signals that you have it’s going to be really hard for any marketer to
to be really hard for any marketer to
to be really hard for any marketer to think of coming up with a digital
think of coming up with a digital
think of coming up with a digital strategy with this kind of data set that
strategy with this kind of data set that
strategy with this kind of data set that you have you need machines to actually
you have you need machines to actually
you have you need machines to actually understand machines and come up with
understand machines and come up with
understand machines and come up with strategies
strategies
strategies thousands of signals multiples of
thousands of signals multiples of
thousands of signals multiples of multiples of sources of data you are
multiples of sources of data you are
multiples of sources of data you are trying to crunch them and then say okay
trying to crunch them and then say okay
trying to crunch them and then say okay what is the right insight that I want
what is the right insight that I want
what is the right insight that I want and that’s not necessarily possible with
and that’s not necessarily possible with
and that’s not necessarily possible with just us thinking about it from a from a
just us thinking about it from a from a
just us thinking about it from a from a human perspective we need machines to
human perspective we need machines to
human perspective we need machines to help us on the programmatic side where I
help us on the programmatic side where I
help us on the programmatic side where I work we actually look at using Nadia’s
work we actually look at using Nadia’s
work we actually look at using Nadia’s first party data but third party data
first party data but third party data
first party data but third party data and then thin slicing it and then trying
and then thin slicing it and then trying
and then thin slicing it and then trying to come up with the right audience
to come up with the right audience
to come up with the right audience segment which is going to help us reach
segment which is going to help us reach
segment which is going to help us reach whom we are trying to reach in addition
whom we are trying to reach in addition
whom we are trying to reach in addition to it while that’s happening mobile
to it while that’s happening mobile
to it while that’s happening mobile we’re not done yet
we’re not done yet
we’re not done yet we talked about moments that matter
we talked about moments that matter
we talked about moments that matter which is trying to understand the
which is trying to understand the
which is trying to understand the customers life journey in a mobile and
customers life journey in a mobile and
customers life journey in a mobile and mobile environment and then you’re
mobile environment and then you’re
mobile environment and then you’re trying to look at where is it what is he
trying to look at where is it what is he
trying to look at where is it what is he doing and then trying to understand how
doing and then trying to understand how
doing and then trying to understand how can we help him in that journey and
can we help him in that journey and
can we help him in that journey and that’s far from being done
that’s far from being done
that’s far from being done the transformation is on but still a big
the transformation is on but still a big
the transformation is on but still a big journey the third one is the immersive
journey the third one is the immersive
journey the third one is the immersive ecosystem as you guys are aware as we
ecosystem as you guys are aware as we
ecosystem as you guys are aware as we think of these network connected devices
think of these network connected devices
think of these network connected devices we are going to get into a networked
we are going to get into a networked
we are going to get into a networked home in that pretty much ambient
home in that pretty much ambient
home in that pretty much ambient technology is going to rule us you are
technology is going to rule us you are
technology is going to rule us you are no longer going to talk about with voice
no longer going to talk about with voice
no longer going to talk about with voice the cognition getting better you’re not
the cognition getting better you’re not
the cognition getting better you’re not necessarily going to talk about how do I
necessarily going to talk about how do I
necessarily going to talk about how do I interface with device X versus device y
interface with device X versus device y
interface with device X versus device y they start speaking to each other and
they start speaking to each other and
they start speaking to each other and then you are you’re just trying to
then you are you’re just trying to
then you are you’re just trying to understand how what is interplay of some
understand how what is interplay of some
understand how what is interplay of some of these devices give you an example
of these devices give you an example
of these devices give you an example let’s assume you get into your car your
let’s assume you get into your car your
let’s assume you get into your car your car is going to eat your data from your
car is going to eat your data from your
car is going to eat your data from your from your cell phone about your calendar
from your cell phone about your calendar
from your cell phone about your calendar and know where you want to go and start
and know where you want to go and start
and know where you want to go and start using the GPS on the phone on the car to
using the GPS on the phone on the car to
using the GPS on the phone on the car to actually program to go it’s going to go
actually program to go it’s going to go
actually program to go it’s going to go and if it were a self-driving car on the
and if it were a self-driving car on the
and if it were a self-driving car on the Ottomans car it’s pretty much going to
Ottomans car it’s pretty much going to
Ottomans car it’s pretty much going to go by itself that’s the power of in
go by itself that’s the power of in
go by itself that’s the power of in immersive technology that I am talking
immersive technology that I am talking
immersive technology that I am talking about very interesting pretty
about very interesting pretty
about very interesting pretty interesting times for us as marketers
interesting times for us as marketers
interesting times for us as marketers the other one on the same lines if you
the other one on the same lines if you
the other one on the same lines if you give an example is let’s say you are
give an example is let’s say you are
give an example is let’s say you are listening to some podcast video music
listening to some podcast video music
listening to some podcast video music whatever as you walk into your house
whatever as you walk into your house
whatever as you walk into your house it’s just going to switch from your
it’s just going to switch from your
it’s just going to switch from your smartphone device to some some other
smartphone device to some some other
smartphone device to some some other connected device in the house and start
connected device in the house and start
connected device in the house and start playing it so either from your stereo
playing it so either from your stereo
playing it so either from your stereo system or from your any of your boxes
system or from your any of your boxes
system or from your any of your boxes this number about queries this is very
this number about queries this is very
this number about queries this is very real
real
real our voice technologies have getting
our voice technologies have getting
our voice technologies have getting gotten so much better that people are
gotten so much better that people are
gotten so much better that people are using voice to search as opposed to
using voice to search as opposed to
using voice to search as opposed to typing in imagine from an i/o
typing in imagine from an i/o
typing in imagine from an i/o perspective we only had keyboards for
perspective we only had keyboards for
perspective we only had keyboards for the longest time to actually interface
the longest time to actually interface
the longest time to actually interface even blackberries of Bluetooth whatever
even blackberries of Bluetooth whatever
even blackberries of Bluetooth whatever that was is still is still typing in but
that was is still is still typing in but
that was is still is still typing in but now once you start speaking or once you
now once you start speaking or once you
now once you start speaking or once you start looking at various other signals
start looking at various other signals
start looking at various other signals to enter and do an i/o better they merge
to enter and do an i/o better they merge
to enter and do an i/o better they merge the nature of technology gets so much
the nature of technology gets so much
the nature of technology gets so much more better to make it real let me give
more better to make it real let me give
more better to make it real let me give you a few examples a shopping journey
you a few examples a shopping journey
you a few examples a shopping journey when you talk about marketing one of the
when you talk about marketing one of the
when you talk about marketing one of the biggest things that you do is look at
biggest things that you do is look at
biggest things that you do is look at the customer lifecycle journey and try
the customer lifecycle journey and try
the customer lifecycle journey and try to understand what is he doing
to understand what is he doing
to understand what is he doing differently well where does he engage
differently well where does he engage
differently well where does he engage how does he engage and what do you help
how does he engage and what do you help
how does he engage and what do you help him where do you help him
him where do you help him
him where do you help him decent auto shopper journey suggested
decent auto shopper journey suggested
decent auto shopper journey suggested that 900 touch points potentially for
that 900 touch points potentially for
that 900 touch points potentially for the marketer to engage with a auto
the marketer to engage with a auto
the marketer to engage with a auto shopper huge and of which 70 odd percent
shopper huge and of which 70 odd percent
shopper huge and of which 70 odd percent are from mobile device this was much
are from mobile device this was much
are from mobile device this was much different than when I bought my first
different than when I bought my first
different than when I bought my first car but that is this is reality
car but that is this is reality
car but that is this is reality in conclusion increase in connected
in conclusion increase in connected
in conclusion increase in connected devices
devices
devices my first imperative followed by adoption
my first imperative followed by adoption
my first imperative followed by adoption of users the customer adoption which is
of users the customer adoption which is
of users the customer adoption which is going so big and then these both
going so big and then these both
going so big and then these both churning out data in in in terabytes and
churning out data in in in terabytes and
churning out data in in in terabytes and huge amounts of data combined with
huge amounts of data combined with
huge amounts of data combined with machine learning we are going to harness
machine learning we are going to harness
machine learning we are going to harness this technology to actually make
this technology to actually make
this technology to actually make significant progress for the next couple
significant progress for the next couple
significant progress for the next couple of years and we as marketers we need to
of years and we as marketers we need to
of years and we as marketers we need to evolve every 10 15 years there is a
evolve every 10 15 years there is a
evolve every 10 15 years there is a paradigm shift this paradigm shift in my
paradigm shift this paradigm shift in my
paradigm shift this paradigm shift in my mind is the Moore’s law in the 90s early
mind is the Moore’s law in the 90s early
mind is the Moore’s law in the 90s early 90s we had PCs and that changed how
90s we had PCs and that changed how
90s we had PCs and that changed how people work people did not use paper and
people work people did not use paper and
people work people did not use paper and pen anymore they started using the
pen anymore they started using the
pen anymore they started using the computers and then started writing
computers and then started writing
computers and then started writing emails and then used word documents and
emails and then used word documents and
emails and then used word documents and all of that then later came the web
all of that then later came the web
all of that then later came the web which we talked about briefly and then
which we talked about briefly and then
which we talked about briefly and then smartphones which completely changed the
smartphones which completely changed the
smartphones which completely changed the customer destiny
customer destiny
customer destiny life cycle journey and it became always
life cycle journey and it became always
life cycle journey and it became always on and pervasive going forward over the
on and pervasive going forward over the
on and pervasive going forward over the next 15-20 years I see us getting from a
next 15-20 years I see us getting from a
next 15-20 years I see us getting from a getting more into the AI kind of a world
getting more into the AI kind of a world
getting more into the AI kind of a world mobile first world from a mobile first
mobile first world from a mobile first
mobile first world from a mobile first world to an AI first world and we as
world to an AI first world and we as
world to an AI first world and we as marketers we need to be nimble thank you
marketers we need to be nimble thank you
marketers we need to be nimble thank you very much
very much
very much [Applause]
[Applause]
[Applause] [Music]
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