Data, Devices and Design

DATA, DEVICES, DESIGN

DATA, DEVICES, DESIGNA perspective to navigate times of rapid change

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Mercedes Benz Print Ad

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So what does this mean for us marketers? while Im focusing on the right side, there is some stuff from the left brain I want to cover too.

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#JustAskWatson@certussolutions

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1. IDEAS | INFORMATION | KNOWLEDGE100 billion per month. 20 billion websites.

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This is the library of congress

20 years ago libraries were where you had to go to research and learn. Putting knowledge out of the reach of people and companies because of a lack of quantity and access.

Over 6 billion hours of video are watched each month on YouTubethat's almost an hour for every person on Earth

6 billion hours on YouTube each month30%of us are watching YouTube each day for

61 minutes on average

One MinuteOF VIDEOEQUALS1.8 Million WordsForrester Research, June 2008 Viewers Retain 95% of the message in a video 63% of Execs will Visit A website as a result of viewing A Video

Visual speak still means that stories connect us to content. Speeding up how quickly we can absorb information.Telling this story in words would have had little or no impact, compared to what the SPCA was able to do in 60 seconds. A minute of video is equivalent to 3600 webpages by the way. And this video has just under 11 million views since May last year.

Forrester Research 2008Aamplify bloghttp://www.marketingtechblog.com/digital-marketing-video/

WirelessSmart DevicesAnywhereAnytimeAnything900 million this year alone

900 million smart phones will be sold this yearNext year will see one-mobile enabled device for every human on earth. Thats 7 billion.

20011000 songs2015900 million

125,000 sold in 2001

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Corning: A Day Made of Glasshttp://youtu.be/6Cf7IL_eZ38

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And changing the learning experience with embedded sensors that track attention and aptitude like this concept device coming to a school near you in the not too distant future.

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62% of Doctors use a tablet device

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These same devices are changing patient experiences with 62% of doctors in the USA using tablet devices professionally today.

Survey: Doctors overwhelmingly favor mobile devices and apps for EHRs - FierceMobileHealthcare http://www.fiercemobilehealthcare.com/story/survey-doctors-overwhelmingly-favor-mobile-devices-and-apps-ehrs/2013-06-03#ixzz2fri0Dd7z

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2. CONNECTING | SHARING | LEARNINGLinkedinTwitterFacebook

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Linkedin: 7.7 million ANZ, 300 million WW, 2 users per second. 41% check it daily

2.7 billion likes every day

Linkedin: 300 million

Crowd Sourcing Social Wisdom or Wisdom of CrowdsLinkedin: 7.7 million ANZ, 300 million WW, 2 users per second. 41% check it daily

2013 STUDY BY TNS

. We have different sides to our own personalities to consider, when connecting with our respective audiences. This study by TNS last year, looked at our different behaviours around social and business media.

Personal OpinionsProfessional Ideas

Opinions and thought leadership

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3. By 2015,the majority of the workforce will be in their 20s.

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80 million iphone 6s in productionSnapchat 700 million photos and videos per day.

Researcher, influencer and recommender.Delegator, governor and mentor.

The balance of power for decisions is shifting the guy on the left might hold the keys to the org, however the guy on the right is now a research, influencer and recommender. His modes of communication need to be taken into account.

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entirely new (+ rapidly evolving)ways to interact.

700 millionSnapchats per day

And snapchat, while user numbers are unclear most 13-25 year olds in the western world are using this regularly with 25% of all UK mobile users and 50% of Norwegian mobile users sending snapchats more than once a day.

15 months500 million matches

And then there is Tinder the latest app on the dating scene. With a billion matches in 15 months you simply swipe left for no and right for yes based on pictures of those special massage moments!!! OK so once again how do I apply this as a marketer?

What this meansnexus ofTOUCHPOINTS.

Instead of guessing, or randomly picking ways to connect with your audience

In todays connected world, B2B buyers are on average 57%of the way through the buying process when you engage with them.

CEB: Harvard Business Review

Corporate Executive Board 1400 B2B customers

The buyer considersan initial set of brands,based on brand perceptionsand exposure to recent touch points.

http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey

In this model from McKinsey they argue the the pipeline is more like a loop identifying 6 points to be aware of in a purchase cycle.

When a purchase process is triggered, an initial set of brands are considered.

Buyers add or subtractbrands as they evaluatewhat they want...

Ultimately, the buyerselects a brand at the moment of purchase.

As the buyer evaluates their options, interestingly the number of brands considered expands, and then narrows as the buyer moves toward purchase.

After purchasing a product or service, the buyer builds expectations based on experience to inform the next decision journey.

Once the decision to buy has been made there is the post-purchase experience to consider.And as marketers (and as Sara pointed out in her opening slide), some 47% of the responsibility falls on our shoulders to understand and improve the post purchase experience, along with how to build loyalty with customers. So with this loop in mind, lets turn to the right brain

TOUCHSEEFEEL

DIGITALTOUCHPOINTS

SOCIALTOUCHPOINTS

PHYSICALTOUCHPOINTS

PROVIDINGCONTEXT

FUNCTIONALITY(WHAT)

User Experience Defined

PURPOSE(WHY)

USERPERSONAS(WHO)

USEREXPERIENCERetentionRepeat BusinessSatisfactionMarginSalesValueAPPROACHPHILOSOPHYWAY OF DOING THINGS1.2.3.USERJOURNEY4.OUTCOME

USEREXPERIENCEDESIGNBUYERJOURNEY

CUSTOMERJOURNEY

BRANDEXPERIENCE

USERINTERFACEDESIGNUXDUIDSELF-SERVICEAPPsDIGITALTOUCHPOINTSDIGITALSIGNAGEINTERACTIVEPORTALS

CXDCUSTOMEREXPERIENCEDESIGN

SOCIALTOUCHPOINTS

WEBSITE

PHYSICALTOUCHPOINTS

INSTOREEXPERIENCE

SOCIALEXPERIENCEPOINTS

TABLETSMOBILES

TVsKIOSKS

FACE TOFACEINTERACTIONAPPs

MARKETINGDIGITALDESIGN(AGENCY)

DEMAND GENADVERTISINGCustomer FacingDigital Business Design

SALESAPPs

E-COMMERCEVIRTUAL SHOPSRetentionRepeat BusinessSatisfactionMarginSalesValue

USEREXPERIENCEDESIGNCOMMERCIALIMPERIATIVES

DAY INTHE LIFE OF

WORKPLACEEXPERIENCE

USERINTERFACEDESIGNUXDUIDAPPSDIGITALTOUCHPOINTSDIGITALSIGNAGEPORTALS


SOCIALTOUCHPOINTS

WEBSITE+ DIGITALINTERACTION

INDUCTIONPROCESS

WORKPLACEEXPERIENCE

SOCIAL BUSCOLLABORATIONPOINTS

TABLETSMOBILES

INFORMATION+LEARNINGPEOPLEMANAGEMENTUSER JOURNEY

RECRUITINGEXPERIENCEVALUESCULTURE

ERP+BI TOOLSANALYTICS+ DASHBOARDS

CUSTOMERINTERACTIONAPPsRetentionEffectivenessSatisfactionHappinessProductivityBusiness FacingDigital Experience Design

SALESAPPs

We live in times of unprecedented change

90%of all the worldsdata being createdsince 2013.We live in times of unprecedented change with

In 2015 there will be onemobile devicefor every human being on planet Earth.2015 marks the point in timethat the majority of the workforce will be in their

20s.

Well, your data and information is becoming astrategic assetin the same way oil is critical to thefunctioning of global transport.So what?

And smart devicesare the new end-points for most any imaginable interaction even within your enterprise.

And perhaps most importantly of all, your user baseis shifting bringing with them a whole new set of expectations and demands.

Realising your organisationsinformation is now a Strategicimperative.The purity, consistency and refinement of your data cangive the engine of your businessoptimal performance.

Why should you care?Takeaways

Mobile appdelivery and productivityplatforms all need to be partof IT service delivery.

Getting digital ... customer expectations are driving the digital imperative.Data, Devices Design need to be put to work in equalmeasure to shift the digital needle.and

WHY SHOULD YOU CARE?

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Mercedes Benz Print Ad

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BETTERFASTERVALUE

What do these seemingly random people have in common? They were all in search of an outcome. Their ability to make it happen in that moment in time resides at the confluence of Data, Device and Design. In the next 30 minutes, we will talk about how bringing these three elements of your business together will help you achieve your strategic objectives in the days ahead

Data

Device

Design

Outcome


Data

Device

Design


Design

What is it going to be?

Design

User Experience

THE DESIGN DOES NOT WORK!!!!!!

The Three Horizon ModelTo protect and expand existing business.To keep the project pipeline filled.To take a leadership position for the future.

www.looopcreative.comThe Alchemy of Growth by Baghai, Coley & White, 2000

Model modified to suit design strategy applications from The Alchemy of Growth by Baghai, Coley & White, 2000)

Horizon 3: Strategically focused on the long termHorizon 1: Maintain Status QuoHorizon 2: Looking Farther Expanding Offerings

www.looopcreative.comThe Alchemy of Growth by Baghai, Coley & White, 2000

Model modified to suit design strategy applications from The Alchemy of Growth by Baghai, Coley & White, 2000)

Generating Stakeholder Value

USEREXPERIENCEDESIGNDAY INTHE LIFE OF

WORKPLACEEXPERIENCE

USERINTERFACEDESIGNUXDUIDAPPSDIGITALTOUCHPOINTSPORTALS


TABLETSMOBILES

ERP+BI TOOLSANALYTICS+ DASHBOARDS

CUSTOMERINTERACTIONAPPsExecuting Great Design

StakeholderNeeds Research

DesignWorkshops

Stakeholder Interviews

Requirements Definition

DeliveringPrototypes

Usability Testing

Project Strategy & Scope

Share how you bring together art and scienceWhere do you see the greatest opportunity to improve on your design process?What components of the design process does your organisation do well?

User experience that creates stakeholder benefit

Data

What is the information required?

Big DataStructuredUnstructuredGovernanceSecurityQuality

What does data enable?Business IntelligenceBusiness Process

How do we consume it?

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What dont you know?

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This is the library of congress

20 years ago libraries were where you had to go to research and learn. Putting knowledge out of the reach of people and companies because of a lack of quantity and access.

Over 6 billion hours of video are watched each month on YouTubethat's almost an hour for every person on Earth

How is data Governed in your organisation?

Data Governance: Providing Clarity

Data Stewardship: Creating Accountability

Detect DQ Exception

Steward Opens Exception

Steward Repairs Data

Data Quality Change Request submitted

Data Quality Change Approved

Support fix data quality problem in source

Data Quality: Creating Continuity

Right Information, Right Place, Right Time = Improved Decisions

Device

How do I experience the design and data outcomes?

Devices in the Enterprise

Devices at KiwiRail

User experience executed = As complex as it needs to be

Data

Device

Design

Realising your organisationsinformation is now a Strategicimperative.The purity, consistency and refinement of your data cangive the engine of your businessoptimal performance.

Why should you care?Takeaways

Mobile appdelivery and productivityplatforms all need to be partof IT service delivery.

Getting digital ... customer expectations are driving the digital imperative.Data, Devices Design need to be put to work in equalmeasure to shift the digital needle.and

THANK YOU

THANKS FOR YOUR BUSINESS.THANKS FOR ALLOWING US TO BE OF SERVICE.WE TRUST WHAT WE HAVE WILL BE OF VALUE.

Technology

Data, Devices and Design