All posts in “Data, Analytics & Prediction”


6 mobile marketing strategies that need to die

When it comes to technology and innovation, the bandwagon mentality rarely works. By the time everyone is doing it or using it, it’s probably nearing the end of its natural lifecycle. That’s why the great innovators take a look at what everyone else is doing and then invent a new way to revolutionize technology.

Mobile marketing is currently experiencing a mad dash toward the familiar and predictable. Like kids scampering to collect the candy after the piñata bursts, mobile marketers are looking to scoop up strategies they think will help them market to their audience, but many of these strategies aren’t worth pursuing anymore.

Let’s take a look at six trategies that are sputtering, confusing and ineffective, or simply need to die:

1. Thinking of mobile channels solely as apps and mobile Web

Earning a coveted place on the app home screen – next to the likes of Tinder and Facebook – is an extremely difficult feat. Consumers also demand more context-aware experiences than mobile websites and advertisements provide. Companies must think beyond these traditional channels for customer connection on mobile and consider mobile wallet and Facebook’s new Messenger for Business.

Within a mobile wallet like Apple Passbook, people can store loyalty cards, offers, and more. For consumers, the psychological hurdle of saving something to a mobile wallet is much lower than downloading an app, and by eliminating friction from their daily lives (offer redemption, loyalty program rewards), the consumer is more inclined to engage. These saved passes can also trigger context-aware experiences based on a person’s location (geo-fence or beacon), similar to the in-the-moment marketing opportunities that apps provide.

Similarly, the new Messenger for Business is reimagining customer communication and support by enabling brands to engage with their customers privately within a private chat thread.

Companies must explore channels like wallet and Messenger that require less buy-in from consumers to opt-in.

2. Adopting new technologies that are not integrated into ‘one view of the customer’

With every new technology and emerging channel, companies are adding more and more silos of customer data (app, beacon, online marketing, email, CRM, social, etc.) none of which talks to the others. As a consumer, I might receive a personalized experience that reflects my loyalty to a brand online and an experience in-store that treats me like a stranger, even though I have spent hundreds of dollars with the company. Brands need to stop creating channel-specific databases with customer insights and instead work to create a single profile of every customer that incorporates data from all channels to create an omnichannel experience that fluidly moves between touchpoints.

3. Relying only on humans for customer support

The future is now and, unfortunately for technophobes, robots and automation are taking over. Companies should not rely solely on humans to power interactive chat or in-store support. Brands must centralize knowledge and rules of engagement in the cloud – instead of the heads of distracted, transitional sales associates and customer support employees. Lowe’s, for instance, recently piloted robots in stores to replace human associates for some shopper needs, like finding products in its massive aisles. While not every company will be able to afford actual robots, the smartphone can be used as the interactive channel for artificial intelligence-driven support that automates virtual responses to customer inquiries in and out of store, like product recommendations, product finder and availability, order status, etc.

4. Ignoring intent

Many marketers looking to contextualize user experiences rely on location – and completely ignore user implicit and explicit intent. What if a man walks through the women’s department? Should he get a message on his smartphone about a sale on lingerie? Unless it’s Valentine’s Day or a similarly appropriate holiday when he might be shopping for his wife, probably not. When a company is able to understand users’ intent at a given moment, it can help them accomplish whatever they are trying to do by providing the right experience, content, or functionality.

5. Collecting every piece of data you can [whether you use it or not]

Forget pocketing all of the candy. Just find the delicious pieces. Big data is a spectacular pool of information to pull from, but it must be mined, sorted, and distilled – and most importantly, protected. In a time when security breaches are on the rise, data minimization is more important than data maximization (collecting anything and everything). Companies should think about the information they are collecting and ask themselves whether they need it all, if the risks of collecting the data outweigh the benefits, and how that data is benefiting customers.

6. Taking advantage of every opportunity to interrupt

Like anyone trying to make a deep connection, mobile marketers must pick their spots. Everyone likes to receive a cheery text message from a friend, but an onslaught of ill-timed chirps can be distracting and ultimately a turn-off. Just because you have the power to instantly reach your customers anytime, anywhere doesn’t mean you should. Brands must show restraint. Do consumers really need to get a push alert with a 20 percent discount “TODAY ONLY” every time they pass your store? Show sophistication and discipline by only reaching out and engaging when it’s in the right context. Your customer will notice and you’ll be rewarded.

With billions of dollars in potential revenue up for grabs, mobile marketing efforts must focus on the complete customer journey and avoid the myriad crash-and-burn mobile gimmicks out there.


A Lesson From GlenGarry Glen Ross: Always Be Engaging

We are officially in the holiday season. A time that is full of merriment and cheer, but also a time when we can’t do virtually anything online, watch any TV show or open our email (or mailbox) without seeing a promotion for holiday shopping. As the holiday rush accounts for nearly 20 percent of annual sales for the retail industry, it’s critical for marketers to break through the noise to capture consumers’ attention — and wallets — a task that has become as difficult as selling ice to an eskimo. Not because he doesn’t need it, but because there are about a thousand other guys trying to sell him something.

What are brands supposed to do? Perhaps more importantly than opening on Thanksgiving Day at 6pm (or is it now 4pm??), marketers need to follow a mobile-first world’s take on GlenGarry Glen Ross’s “Always Be Closing”… and Always Be Engaging. Engaging with consumers is not following them around their digital lives with ads or sending out daily email blasts for free shipping. Ads are often ignored and free shipping is something that everyone expects in the holiday season — no longer generating the excitement it once did. Marketing engagement is about listening, learning, anticipating and providing unique experiences for each individual customer, at every touch point, when it’s relevant to their immediate situation and need.

Fueled by mobile, marketing has undergone a shift over the past few years, a shift that has accelerated as fast as a Porsche 911 in the past 12 months. Marketing is not about your brand or product or reaching the masses. It’s now about what your brand can do for an individual and engaging consistently.

The rules of mobile engagement are simple: win hearts, enter customers’ personal space and respect every relationship. Engagement must reflect immediacy and current context to truly understand and predict what their customers need and would appreciate in the moment. Context of course is a person’s location, environment, preferences and where they are on the customer journey. Every brand interaction also has its own immediacy requirements that have to be understood. If you ignore context and immediacy, you will end up bombarding consumers with a ton of push alerts and useless banner ads that are not only completely ignored but could also cause irreparable damage to the brand.

The biggest ally that brands have to engage with their customers is big data. But even as companies have heaps of data at their disposal, the lack of relevance with much of the marketing I am personally targeted with is astonishing. I got an email this week from the CEO of a large retailer of outdoor recreation and clothing products, thanking me for my continued patronage. I have not bought loafers (or anything else) from the store in over three years. I see this and immediately dismiss it because it’s not relevant. I understand the need for the marketing teams to send me something, so why not a “We miss you. See what we’ve rolled out since you’ve been gone” instead?

So how can brands better use their data to provide more relevant and engaging marketing this year? Here are a few ideas:

  • Predict their holiday shopping list. Can you determine the attributes of who they bought for last year and recommend gifts that are popular among people with similar traits. Instead of promoting your line of kitchen gadgets, inform loyal customer Myles, who purchases for a novice at the holidays when he himself is rather advanced, about recommendations on beginner products, cooking classes or recipes that would be perfect for the budding chef on his list.
  • Understand who is likely to host holiday events at their home, known by their social graph and items purchased. Use this information to help the stressed holiday hostess with tips, recipes, ideas to entertain the kiddos, playlists, etc.
  • Know how much they are likely to spend. Look at your customers’ spending habits throughout the year and past holiday seasons to determine the size of their holiday budget. Yes, we all would love to buy the 900 cashmere throw, but which of your customers are the ones who could afford this? Target only your big spenders with this, while more reasonable items to the rest of us.
  • Recognize habits. Understand customers’ habits and when they are likely to shop (i.e. Michelle is an early bird shopper, while Laurie waits for the very last minute). Does Joel pass by your store during your commute? Then don’t send a geo-targeted ad to them on a Monday when he is heading to work, but try to entice him one evening after work with personal gift recommendations.

So, I challenge marketers to approach this festive time not as selling season, but engagement season, and trust me, the sales will follow.


8 Ways the ‘Internet of Things’ Will Impact Your Everyday Life

Bigger than the Industrial Revolution. This is how some analysts talk about the budding “Internet of Things” and the innovation that will come as a result. We will start to see a plethora of “dumb” objects become connected, sending signals to each other and alerts to our phones, and creating mounds of “little data” on all of us that will make marketers salivate. The Internet of Things took center stage at CES, with connected tennis rackets and crockpots capturing early headlines. Some of the largest tech behemoths have recently joined together to make the Internet of Things a closer reality in all of our homes, cars and lives. The AllSeen Alliance is seeing companies such as Cisco, Panasonic and Sharp pledging to make their pipelines of new appliances and devices compatible with a networking system so machines can start interacting. By 2017, we will see smart objects hitting shelves on broad scale and we will start reducing waste, costs and inconvenience while increasing efficiency and safety. Here are the changes coming to our everyday lives — some obvious, other perhaps less obvious — that I am most excited about in the Internet of Things: Tuning your car: As more machines speak to each other and systems integrate, you will no longer miss an oil change. Your truly “smart” car will preemptively reach out to your mechanic when it is time for the annual tune up or your tire pressure is running low, and by cross referencing your calendar, appointment suggestions will be delivered to you to confirm a time with one click. Monitoring your health: When a prescription is running low, an appointment will be made with your physician through connected RX bottles. Doctors will be kept informed with how often and when their patients are taking their medicine and those with ongoing health issues will be able to have things such as blood pressure and sugar levels monitored remotely. Energy consumption: High-energy consumption household appliances will adjust based on dynamic price signals to lower your electric bill. Thermostats and lighting will learn your habits to create the optimal setting based on your daily life, such as turning to your ideal temperature just before you arrive home. These gadgets will also sense when no one is in the house and turn off automatically to reduce wastes and costs. Driving and traffic jams: Driving will get a lot safer. Traffic lights will be able to adjust to real-time traffic conditions such as when an emergency vehicle is approaching. Road sensors will make changes to the speed limit based on weather and accidents, while also communicating directly to car dashboards about unsafe conditions (e.g. Slow down. The turn in a quarter mile is icey). Grocery lists: Smart refrigerators will sense when you are running low on staples such as eggs or milk and will automatically populate your

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grocery list. Stores will push reminders to add items to your list when it predicts you about to run out based on your historical purchasing behavior and average buying trends. When you are walking through the store, reminders will get pushed to you to ensure you never have to make that dreaded second trip. Our morning alarm: The traffic on your route to work and the weather will soon affect what time your alarm goes off. If there is an accident or road construction on your usual drive, your alarm will go off early and alternate routes will populate in your dashboard. Of course, your coffee machine will be in the loop to make sure you have your cup of joe for the road. Monitoring your baby: Through their smartphones, parents will monitor their baby’s breathing, temperature and activity. Babies will don connected onesies that will send an alert when there is anything abnormal. Of course, the other babies in your life will also reap the benefits of connectivity. Pet monitoring systems will allow you to monitor their activity and behavior from afar, so you can see how well your potty training is working and how honest your dog walker really is. What’s on your body: Wearable tech has perhaps gotten the most attention in the Internet of Things chatter to date. Many products are now in their second or third generations, offering sleeker designs and more integration with different systems. From monitoring activity during workouts to sleeping patterns to hearing aids, the devices that we “wear” are becoming much more sophisticated, connecting to all of our social media accounts, and tracking much more quality and quantity data. The budding number of sensors will detect and act on environmental and other contextual factors, such as weather; will be aware of who and how many people are around in its vicinity to change levels of input and output; and adjust to save resources and improve safety. With the growing number of connected things in our lives, we will all become more in tune with our own data (a la Nike Fuelband) and start to expect more personal interactions with brands and retailers. Marketers will need to establish a trust among consumers and prove that

if they give up access to some of their personal data, in return they will get more tailored offers, deals and interactions. Smartphones will become not only everyone’s portal into the Internet of Things ecosystem (look no further than smartphone-controlled light bulbs), but a complete remote control to your life (if it isn’t already). Every enterprise needs to take mobile even more seriously and have it as a key point of consideration of future connected efforts.


Make Way for the Real Smart Car

Imagine a world your

car finds out that you had a stressful day and plays uplifting music or prepares you for a challenging day by finding a pep talk. While all of the rage is around self-driving cars as the next step of evolution for automotive, there is an intermediate, often overlooked, step that will delight us all. Transportation is the latest industry on the verge of a major transformation, driven by more prevalent broadband connectivity and personalized technologies. The historic relationship people have had with their cars has been rather cold, with autos remembering very little (if anything) about drivers [think: 50 First Dates]. The most magical experience has been a car remembering a driver’s seat setting, and even this has been pretty rare. When you think about how much time people spend in their cars, the lack of personalization to date is quite astonishing. Automakers, OEMs and technology companies have been ramping up innovation to bring the next generation fleet of internet-connected vehicles to the roads, and as a result, will soon make cars the smartest computers we own. Think about this: the smartphone only really became ‘smart’ when it started leveraging sensors like GPS, accelerometer and gyroscope. The car has leveraged these longer than any other device. As we start using the car-as-a-computer to deliver personalized, situationally-aware experiences, the fantasy of driving KITT, the fantastic supercar from Knight Ride, will only become closer to a reality. While industry leaders don’t necessarily agree on timing, most expect all new cars to come equipped with connected in-car features like video, apps, infotainment, vehicle to vehicle (V2V) communication and calling systems by 2016, at the latest. Supported in the cloud, the connected car will leverage a car’s unique (and increasing number of) sensors like cameras, weather detection, motion sensors and more to provide not only an enhanced driving experience, but safer roads as well. The current car app eco-system has mostly been inspired by the smartphone, not taking the car context into account. This is not suitable to be used at 70 mph. Content providers are starting rethink the auto experience, solving for a car-first solution. The trends that have emerged as the primary areas for innovation in the industry are: Music is not the only thing that streams – Robust real-time content streams: The consumer experiential in-car shift will lie in the delivery of real-time, personalized information delivered through in-dash screens. Live traffic information and navigation, smart parking, weather and safety alerts will be communicated in addition to hundreds of content streams of local information, like dining and entertainment, which will be bookable through a tap of the screen. All of the content streams will be connected and aware, providing an intelligent, 360-degree snapshot of information. Cars Differentiate Drivers, Deliver Personalized Experiences: The winner of the personalized driving experience will be the automobiles that are able to decipher between drivers of shared cars through unique keys, signals from the driver’s smartphone or even biometrics. When a car is empowered with this information, only then will be able to provide unique driving experiences. For instance, if a couple shares one car, the preferred temperature, seat settings and Pandora or Spotify radio station will automatically trigger; the most frequently-traveled routes will appear on the screen for one-touch navigation (with real-time traffic results, of course); and relevant offers will populate, personalized for each driver and triggered by one of the identifying factors. Predictive Analytics Change A Driver’s Mood, Route and Overall Experience: With the right technology, cars can understand our daily, weekly and monthly patterns better than anything else. Currently, cars don’t anticipate anything about the driver. On a basic level, cars could recognize the route that a driver typically takes every morning, and alert them of closed roads, construction, accident reports and more. On a more sophisticated front, cars could connect with a driver’s mobile phone, recognize that their calendar full of appointments on a given day and provide recommendations of quick-dining restaurants for lunch in between two meetings. Situation Aware Marketing Comes to the Dash: Advertising in the car context is incredibly difficult to solve for. Driver distraction is unacceptable; delivering a marketing message that diverts the attention of the driver while she is going down a highway at a high speed will create legal and PR nightmares – not to mention being morally wrong — for automakers and the brand. Advertising will certainly make its way into the car, but only when it can be safe by being aware of the driver’s current situation and relevant at a specific time and place.. When gas is running low, for instance, a petroleum station can send an alert with pricing and voice directions on how to get there. A local coffee shop can market to a driver as they come within a block or two. Cars will also become a digital wallet that stores credit card information and loyalty cards, allowing a driver to transact from the car using NFC. Imagine, for instance, not having to get out a credit card at the gas station, but selecting the card on an in-dash screen and the payment happening seamlessly. When the driver leaves the car, she could beam whatever she needs to her smartphone. V2V Communication for Safer Roads: The emerging wireless V2V communication capabilities have the potential to greatly reduce car crashes, the often-deadly impact of blind spots and other hidden traps. With advancements in V2V communication, cars will communicate and alert each other of dangers. V2V communication will also enhance traffic flow, rerouting vehicles to less busy roads. While network reliability will remain an issue, at least in the near term, increased urbanization is priming the auto industry for significant innovation. The race is heating up among automobile manufactures to provide the most advanced, personalized and safe experience on the roads. So while driverless cars are the shiny objects that everyone is buzzing about, the innovations happening within the “traditional” driving environment deserve just as much attention. This too will be magical.


6 Strategies for Patching Up Patch

To meet the promise he made to shareholders, AOL’s chief executive Tim Armstrong is in the process of cutting staff and other costs at Patch in the hopes that his network of hyperlocal sites will be profitable by the end of 2013. His moves may get Patch into the black, but

the company must also make substantial strategic changes if it hopes to build a sustainable business. But just making short-term cuts to hit profitability might not be the optimum choice. Patch also has to plant seedlings for mid- and long-term benefits that the company can reap 6-12 months from now. Here are six approaches that Patch can take to patch itself up: 1. Abandon the “Donut” Strategy: Patch currently focuses on the neighborhoods and areas that surround larger cities, dramatically affecting its ability to monetize. As urbanization continues to take hold, cities continue to grow as places where people live, work, play and spend money. If Patch would focus on cities in addition to suburbs, it would open up healthy new revenue pipelines. 2. Diversify Content to Increase Use Cases and Become a Part of Daily Habits: As with all media brands, Patch needs to become a part of its readers’ lives beyond local news content. Once it becomes a source of information for all aspects of the neighborhood (traffic, weather, et cetera) by leveraging the available data streams that exist, it will truly become the neighborhood guide that it aims to be. Patch needs to use people for content curation in addition to content creation. Little pieces of information — like a 40-cent drop in prices at a nearby gas station — are news to locals, because it affects their daily lives. Snackable, real-time data points like these are changing the definition of hyperlocal news, and do not require a human to actually report on it. Patch should (and can) own this new hyperlocal environment. 3. Focus on Personalizing Mobile Experiences: eMarketer recently reported that U.S. adults will soon spend more time consuming media on their digital devices than their TVs. As more consumers are considered “always addressable,” Patch needs to make mobile the core to its content distribution and

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relationship management strategy. If it takes advantage of mobile’s unique sensors (location, accelerometer, gyroscope) to push relevant, situationally-aware content and advertiser messages (i.e., Lucy’s boutique two blocks away is currently having a sale), the company could provide an engaging experience that is relevant, exciting, and real time. Through mobile, Patch can also provide real-time social experiences that become part of dinner table conversations. 4. Play Matchmaker with Content and Advertising: Patch is currently only personalizing content and advertising by location, which is not very personal. All media brands need to deliver the right content and ad at the right time and within the right context to the right person. To do this, Patch needs to build user profiles and interest graphs based on a reader’s personal history with content, online and on mobile, while also combining semantic, sentiment and virality scores to ensure relevance. The news organization also needs to leverage predictive analytics to anticipate how certain content will resonate with specific reader segments as well as the time/day/frequency that would be the most effective. By tapping into profiles and interest graphs, and applying predictive analytics, Patch would be able to personalize the news reading experience by anticipating which articles and advertiser messages each reader would want in their news feed

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or push alert. 5. Monetize Locally By Becoming a True Partner: Patch needs to build new tools to generate loyalty, not just acquisition via advertising, for its small business partners. By moving from being simply (yet another) advertising channel to a catalyst for merchants to engage with their customers in unique ways, it will become an essential partner and open up new opportunities to monetize. Patch should take a page from Facebook and Twitter, test native advertising and make advertiser messages and content a part of people’s news and information feeds in an organic way. Or, readers could opt in to follow a merchant on the Web or through mobile to access special offers or content. 6. Own Social Classifieds: For so long, local media owned advertising from local businesses and individuals. If Patch enhances its mobile offering, it would be poised to become the frontrunner in social classifieds as no other classifieds services have an engaging mobile offering. Own classifieds and open revenue channels.


The Washington AmazonPost: How Jeff Bezos Will Reinvent Legacy News Media

When billionaires get adventurous, they buy — or build — media empires. Often first buy, then build. Think William Randolph Hearst. Howard Hughes. Ted Turner. Charles Foster Kane. 70-412 America’s latest “magnate turned mogul” is Amazon’s Jeff Bezos, who stunned the media world this week by purchasing The Washington Post, a 136-year-old icon of the paper-and-ink era. Bezos is widely seen as symbolic of the forces that have killed

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or crippled so much legacy media.(Goodbye hardcopy books and bookstores; hello Kindle.) That’s why Bezos becoming the Post’s white knight strikes many as ironic — to put it mildly. It’s as if the Internet, having defeated legacy media in a savage 15-year war, is now launching a digital Marshal Plan to rescue its defeated foe from starvation and death. The question everyone is asking now: what will Bezos do with his new property? Will he be a benevolent, hands-off owner who funds the fearless investigative reporting and astute political analysis that define the Post’s brand at its best? Or will he turn the Post into a tame Amazon advertising platform? My prediction: Bezos has bought his media property; now he’s poised to build his media empire. He will lead the media world to a new synthesis, combining the best of legacy and digital media. Specifically, the “Amazon Post” will:

  • Go mobile, all the way: Look for Bezos to make Kindle the preferred channel while aggressively embracing all mobile platforms. A personalized, context-aware, mobile-first experience could bring the Post and similar brands back to life: relevant, exciting, realtime-current.
  • Get smart about Big Data: Nate Silver – enough said. Media companies need to leverage Big Data and predictive analytics, not just to create interesting new content but also to make business decisions. Bezos’s Amazon pioneered in analytics, personalization and prediction for online retail. Big Data could help legacy media do likewise, predicting customer churn to empower media to intervene at the right moment, predict engagement with content and advertising based on audience segment, and better manage subscription acquisition costs.
  • Deliver personalized experiences: Personalized news will empower media companies to deliver the right content, at the right time, within the right context to the right person. Combining semantic, sentiment and virality scores, and feeding my personal history of content choices into the mix, publishers can predict which articles I’ll want in my news feed or push alert. Think Amazon’s personalized shopping experience, translated to the Post.
  • Super-charge local monetization and leverage social amplification: Traditionally, media companies owned advertising from local businesses and individuals – both in the form of display and classifieds. Mobile provides yet another opportunity where there is no clear winner yet for local monetization. Combining Local with Social media channels will deliver information and connect people to amazing experiences they’ll talk about at the dinner table. Mobile/social combined network effects can even revive locally sourced classified as a business.
  • Abandon print, now: The man who gave us the Kindle knows that print media are drowning in red ink. Digital-only publication is the future. Why wait? Bezos won’t.
  • Monetize, diversely: Just as Amazon vaulted beyond online retailing with local cloud hosting and AWS platform licensing, the Post under Bezos can move beyond the obvious
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    combination of paid content, sponsored content and advertising. AWS for media, or a “Tech as a Service” platform, would diversify revenue streams by providing a “media house in a box” to media brands around the world.

In the interest of full disclosure, let me say that these predictions are based on my own experience with mobile-based platforms and toolsets that transform legacy media brands into value-added properties that are cherished by on-the-go consumers. But that’s why I know it can be done. It’s no secret that

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the legacy news media is suffering mostly from self-inflicted wounds. With the arrival of Bezos on the scene, traditional print media now has a fresh opportunity to modernize. Helmed by Amazon’s innovative CEO, The Washington Post can lead the way, leveraging technology to reinvent text-based journalism and feature reporting, delighting readers and delivering exceptional results to advertisers in a way that works for today’s digital-mobile lifestyles.C4090-958


How ‘Little Data’ Will Unleash an Army of Jason Bournes

We all, of course, live in a physical world — our homes, offices, cars, places

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we frequent, and people with whom viagra gnc we associate. However, the world that is dramatically changing the way we live our lives and our daily experiences is a mass ocean of data, invisible to everyone but us. These physical and digital worlds are becoming increasingly interconnected by millions of sensors that make up the Internet of Things. Our data is superimposed over the physical world, accessible through smartphones, car dashboards, tablets, biosensors — and eventually through a Google Glass headset interface or the next-gen equivalent. 70-463 Grounded in ever-sophisticated predictive analytics, this data-world is quickly evolving and will soon automatically take action on our behalf, interacting with our physical world, offering options and opportunities you want, foreseeing what you don’t even know you want, all without having to ask. You are the center of both worlds because mobile devices have shrunk big data and made it about you. They have acquired,

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filtered and reconfigured themselves for your personal needs and wants. Some might call this a “James Bond future” because it’s about hi-tech, futuristic toys and living on the cutting edge of cool. But we don’t need — or want — to be James Bond. Digerati will quickly evolve from Bond (reacting to his environment) to Jason Bourne (always anticipating traffic, weather, the bad guys — intuitively exploiting every opportunity). We’ll realize a Jason Bourne future where our physical world magically cooperates with us. Consider these facts:

  • Automakers are integrating disparate data, blending everything from incoming phone calls to physical road conditions, gas prices, traffic, weather, and opportunities (fuel dropping below 20 percent — stop at next station).
  • Intelligent houses monitor and adjust temperature, energy expenditure, call your security company if an alarm is triggered, and send refrigerator alerts if you’re low on milk.
  • Fitbit is one of the wearable computing devices that feature biosensors and biometrics. Soon, an athlete with a heart condition will get a life-saving automated cialis malaysia price text and call indicating his pulse is rising with a recommendation that could help him avert a heart attack.

So what is driving this (r)evolution? Six primary trends:

  1. Smartphones are getting smarter. Smartphone apps will use more sensors (GPS, camera, microphone) to drive relevance, using location as a cue for situational awareness and action triggers. Imagine your phone checks your train status in the background as you walk towards the station without you asking for it, and

    adjusts your thermostat as you drive home,

    without triggering it.

  2. Every device and location is becoming a node in the network. Cars, homes, utilities, the office, and stores will be intelligent nodes; your smartphone will be the intelligent glue, delivering the beginning of a user-centric model.
  3. Shared data is also becoming a norm. Data will be shared phone-to-phone, vehicle-to-vehicle and via any real-time, peer-to-peer communication link. Rapid-data authentication and ID protection make it private and secure.
  4. Cloud nine will be your home address. The cloud will store your tastes and preferences, feeding them to the services you use. Imagine you’re driving toward a smart, linked, next-gen ATM that has been “told” you’re arriving by your smartphone. The ATM already knows (based viagra china on secure, encrypted data you stored in the cloud) that on the third Friday canadian pharmacy of each month you like to transfer $1,000 to your wife’s account, while simultaneously paying your mortgage and withdrawing cash.
  5. Predictive Analytics: As more of your data is collected and analyzed, tech will anticipate what you need or want before you even realize it. My favorite store, for instance, will predict what products I like and send me a relevant offer.
  6. You will be the “master orchestrator.” Tomorrow’s tech will empower users to blend data streams with on-demand information from the cloud to help smartphones “think” and suggest ways to make lives easier. Connected services also enable the user to trigger an action; big data analysis, personalization and machine learning will be key elements of the “orchestrator” toolset.

The cutting edge of cool means rejecting the unattainable Bond fantasy for the increasingly available Bourne reality. The cialis and nasal congestion Internet of Things is ushering in a new lifestyle with seamless orchestration of information services and the corresponding real-world entities. Every setting we encounter will be ready to interact for fast, easy, smooth, smart and automatic collaboration. 700-501 Who needs James Bond’s buy viagra in mexico “license to kill” when the new urban mobile lifestyle can give you Jason Bourne’s “license to thrill”?


My So Called Connected Life

The idea of the “always connected” consumer has really only emerged only in the past two to three years. With the proliferation of smartphones, brands now have the opportunity to connect with their customers on the go and in real time, through the powerful mini-computers that people carry around nearly 24/7. The idea of being “always connected,” though, is morphing into something so much more than smartphones. Electronics companies, automobile manufacturers, hospitality companies, airlines and more are providing the opportunity for people to connect through powerful screens in all aspects of our lives. Whether it is through

the connected TV, screens on household appliances or in-dash in autos, people are increasingly afforded the opportunity to be “on” – and more addressable to brands than ever before. Until now, the winners in mobile have been defined as those with a specific, unique strategy for the channel. This strategy differed from their Internet marketing initiatives, taking advantage of the uniqueness of the opportunity to connect with people based on their location and current situation, thus boosting relevance and, consequently, brand loyalty. As more hardware companies and automakers introduce new screens for our everyday lives – be it refrigerators or touchscreen kiosks in hotel rooms – consumers are going to want to be able to interact with apps, content and media across all connected devices. Today, each device and screen works independently and most apps are limited to traditional web and smartphones. A huge brand engagement and loyalty-building opportunity is being missed with one-time, limited or everyday-use devices by having apps available only on one or two endpoints. It will be critical for brands to develop omni-channel strategies so

that the transition between screens is seamless and fluid. There are three things that must be considered when developing an omni-channel app strategy, though:

  • Personalization across all screens is crucial: The idea of living in a world in which every device really knows and understands a user is becoming more of a reality. If consumers have to reintroduce themselves to every screen, they will grow frustrated and disenchanted with the experience and the brand.
  • Capitalize on the uniqueness of each screen: A consumer’s intent is different across all screens. On an

    airplane seatback,


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    want helpful information and offers for their destination city. For example, a retailer could provide a coupon to encourage the customer to visit the flagship store in the city they are visiting. The same retailer could send a push message to the consumer’s smartphone when he or she is in their hometown to drive in-app purchases.

  • Use the sensors on each device: Each device can help a brand drive true relevance by being situationally-aware of the user’s surroundings. Cars have their unique sensors and cameras that can deliver this, while smartphones and household appliances have their own signals. Brands must determine how to capitalize on all of the multi-dimensional data from signals to provide a true hyper-local and 360-degree user experience.

In the future, the “winners” across digital will have omni-channel apps, content and media that allow for real-time personalization across all form factors — smartphone, Web, TV, automobile, airplane seatbacks, kiosks and wearable computing. Apps need to deliver the right mobile context and content for the screen, which will allow for increased brand engagement opportunities and long-term loyalty.


Mobile Wallets 2.0: What’s in your mobile DNA?

Convenience has made mobile wallet technology an increasingly popular payment tool for those looking to save a trip to their back pocket and simply wave their phone instead. However, transacting only scratches the surface of how mobile

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wallet technology will ultimately revolutionize customer experience at point of sale. Like a physical wallet, mobile wallets have also become identity carriers. While you won’t find pictures of girlfriends, or ex-girlfriends, you will find various purchasing patterns and consumer behaviors, even social media influencer status, which will help create unique engagement experiences for brands and customers. The potential lies in the ability to leverage data, which will allow mobile wallets to become virtual identity carriers, and, ultimately a customer’s mobile DNA, which will deliver greater insights to brands. Hypothetically, a sales clerk could identify a social media influencer and react in real time by providing an offer to incentivize the customer to give the brand a valuable share, like or tweet. Or, a customer may receive a promotion for another type of product via a nearby screen at the payment counter based on their purchase history. Ultimately, tapping into mobile wallets as identity carriers is the first step to creating a more personalized relationship with each customer, serendipitously bringing relevant conversations, content and offers (not advertising, but offers). The uniqueness of the mobile wallet is that it marries spend data with the robust data collected on mobile’s touchscreen tap stream – which spans a user’s implicit intent (taps, streams, etc), situational data (derived from sensors like location converted to weather) and social media activity — to produce a robust living real-time profile of customers. This high quality data gives brands a true glimpse of who a customer is how they live

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their lives and their current situation. The mobile wallet can tell retailers four things that will shape the customer’s future brick and mortar experience:

  • Whom to target and retain: Retailers would be able to source and court customers who have the potential to become profitable in the future. If data indicates a customer is loyal to a brand, they would receive more personalized attention throughout the shopping experience.
  • How much to spend on incentives: Similarly, retailers could understand what the ROI is for incentives, deals and offers

    for specific customers. For instance, a customer who has not shown any brand loyalty but does have high spend in the beauty category would be offered better incentives in that product category as her potential lifetime value is much higher.

  • When to intervene: A brand would know the precise timing of when an offer would drive the highest engagement and when to intervene to cross-sell or upsell. If a customer were purchasing something out of the norm, and at a much higher cost than usual purchases, a retailer would not attempt to upsell. On the other hand, a customer whose wallet size is much larger and historical buying behavior shows a tendency not to be off put by an upsell attempt would be approached much differently.
  • What to offer: The mobile wallet would help brands retain customers by providing customers with personalized and highly relevant offers, based on their past interactions and propensities. The mobile wallet also is an ideal method to “close the loop,” creating a live communication feed while the customer is in-store, instead of a retailer needing to follow up with email offers or coupons sent via USPS.

Customer analytics have a wide range of applications across the customer life cycle, with each method producing insights to optimize individual sales encounters. But this doesn’t work when these processes are considered in isolation; the point of sale is already playing its part by providing true sale data but it is not currently being leveraged to build a relationship. The ‘propensity to buy’ and ‘size of wallet’ equations have been a big deal within the customer predictive analytics space for many years. Putting these to real use within the retail context, at the point of sale, is a huge opportunity that is only now becoming a reality with the next generation of opt-in mobile wallets.