1© 2015 Affectio

Advanced Data Analytics to Influence Real-Time Buying BehaviorAmyx McKinsey

© 2015 Amyx+McKinsey

ABOUT SCOTT AMYX

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3© 2015 Affectio

❖ Problem Statement

❖ Retail Use Case

❖ Advanced Data Analytics

❖ Demo

❖ Benefits

AGENDA

© 2015 Amyx+McKinsey

PROBLEM STATEMENT

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Marketers are working with soft metrics for brand affinity, favorability, brand recall and engagement.

Time series and geospatial statistics are indirect measurement of true customer engagement.

© 2015 Amyx+McKinsey

ALWAYS LISTENING & LEARNING

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6© 2015 Affectio

Retail

AMBIENCE

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What is the customer’s reaction to the store ambience?

I love the ambience!

© 2015 Amyx+McKinsey

PRODUCT

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Which product does the customer desire the most?

I want this!

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Haptic feedback

Are you loving it?

Go ahead, you deserve it.

PROMOTION & MESSAGING

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How do we optimize campaigns?

I need this!

Buy to unlock VIP Concierge Service

Are you loving this?

© 2015 Amyx+McKinsey

DIGITAL SIGNAGE

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How do you personalize and optimize digital messages?

© 2015 Amyx+McKinsey

FRICTIONLESS PAYMENT

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How effortless was the payment process?

That was easy!

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© 2015 Amyx+McKinsey

BRAND ENGAGEMENT

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Overall, how satisfied is the customer with the brand?

I love this brand!

Loving my new Louis Vuitton!

© 2015 Amyx+McKinsey

ADVANCED DATA ANALYTICS

NLP

Smart Watches Smart Fashion AR/VR Glasses 3D Avatars

Connected TV

Digital Signage

Medical Wearables Robots Connected Car IoT

Through the use of wearables and the Internet of Things, there is an opportunity

to derive advanced data analytics to influence real-time buying behavior.

Earbuds

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PHYSIOLOGICAL DATA

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Heart● Electrocardiography (ECG) ● Heart rate● Pulse wave● Heart rate zone training● Resting heart rate● Heart rate recovery time● Heart rate variability● Heart rhythm and irregularities

Blood Pressure● Blood pressure● Systolic/ diastolic

Oxygen Level● Pulse oximetry (blood oxygen level)● Perfusion index● Maximum oxygen consumption (V02

rate)

Respiration● Breathing/ respiratory rate● Respiratory volume● Breathing depth

Skin Conductance● Electrodermal activity (EDA)/ galvanic

skin response (GSR)● Sweat biomarkers

Muscle Activity● Electromyography (EMG)● Mechanomyography (MMG)● Borg Rating of Perceived Exertion (RPE)

Scale● Muscle output force

Hydration● Body weight changes● Perspiration analysis● Blood markers & blood flow patterns● Urinalysis

Temperature● Thermometer

Brain Activity● Electroencephalography (EEG)● Other techniques that require bulky

and immobile equipment: fMRI, SPECT (changes in blood flow), PET, NIRS (metabolic activity), MRS, MEG

Blood Glucose● Glucose

Ingestion & Calories Burned● Direct & indirect calorimetry● Resting metabolic rate (RMR)● Thermic effect of food (TEF)● Oxygen consumption● Physical activity© 2015 Amyx+McKinsey

BODY LANGUAGE

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COGNITIVE METRICS

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EYE MOVEMENTS

Source: The Institute of Human Understanding.© 2015 Amyx+McKinsey 17

SPEECH EMOTIONS

Source: MIT Expressive Speech.

The effect of emotions on the human voice

© 2015 Amyx+McKinsey 18

FACIAL EXPRESSIONS

Source: Emotions and Facial Expressions by Joumana Medlej.© 2015 Amyx+McKinsey 19

20© 2015 Amyx+McKinsey

NOT BUSINESS AS USUAL

© 2015 Amyx+McKinsey

MILLENNIAL PHRASES

● The struggle is real● Stop it right now● Sorry I’m not sorry● I can’t even● I know, right?● I just can’t/ can’t even deal● Can you not?● Dipset (Bail on something)● I meeeean● Obvisouly● Literally● YOLO (You only live once)● FOMO (Fear of missing out)

● Phubbing (Talking while texting or on a computer)

● Hundo P (100%)● LOVE● #THIS● Srsly (Seriously)● Obsessed● It me (It’s me)● P (Pretty)

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EMOJIS

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Retail© 2015 Amyx+McKinsey

© 2015 Amyx+McKinsey

DEMO: SENSEMOJI

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● Engage customers in entirely new ways to heighten connection with brand emotional identity and to increase brand loyalty

● Quantify consumer’s emotional, cognitive and physical reactions to brand engagement

● Accurately target products and services in the right context, right time, right place, right frame of mind and right state of emotion

● Equip brands with new big data analytics to increase customer acquisition, optimize customer lifetime value, and drive top-line growth

© 2015 Amyx+McKinsey

BENEFITS

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Scott AmyxFounder & CEO

scott.amyx@amyxmckinsey.com+1 415 621-9760

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