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Transcript of Presented by: QUANTUM MARKETING: SUCCESS IN A VOLATILE AND POLARIZED WORLD Bryan Gildenberg Chief...
![Page 1: Presented by: QUANTUM MARKETING: SUCCESS IN A VOLATILE AND POLARIZED WORLD Bryan Gildenberg Chief Knowledge Officer.](https://reader036.fdocuments.net/reader036/viewer/2022081518/55141f9a550346ec488b5779/html5/thumbnails/1.jpg)
Presented by:
QUANTUM MARKETING: SUCCESS IN A VOLATILE AND POLARIZED WORLD
Bryan GildenbergChief Knowledge Officer
![Page 2: Presented by: QUANTUM MARKETING: SUCCESS IN A VOLATILE AND POLARIZED WORLD Bryan Gildenberg Chief Knowledge Officer.](https://reader036.fdocuments.net/reader036/viewer/2022081518/55141f9a550346ec488b5779/html5/thumbnails/2.jpg)
© Copyright 2012 Kantar Retail
THOUGHT FOR THE DAY…
“When I set a glass prism on a windowsill and allow the sun to flood through it, a spectrum of colors dances on the floor. What we call "white" is a rainbow of colored rays packed into a small space. The prism sets them free.”
– Novelist, Diane Ackerman
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© Copyright 2012 Kantar Retail
Drivers of Marketplace Change Can Be Separated Into 3 Families…
3sls/d/Other Consults/BG/2012 yef opening speech 112012
Technology
ShopperMacro
…And Each One Of These Can Be Distilled To One Word
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© Copyright 2012 Kantar Retail
GLOBAL MARKET DYNAMICS TO 2018: The Walls Of The Prism…
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© Copyright 2012 Kantar Retail
NOT ONLY ARE STRATEGIES TO REDUCE VOLATILITY INEFFECTIVE IN TIMES OF UNCERTAINTY…
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Volatility Uncertainty
Ext
erna
lIn
tern
al
In a high growth environment large companies valued predictability over incremental upside
Massive integrated ERPs and asset streamlining focused businesses on areas of relatively high predictability
Polarization and Economic Volatility Create More Uncertainty
Steps taken in 1 and 2 reduce ability to respond to uncertainty, causing more volatility
11 22
44 33
…In aggregate, they may be systematically increasing volatility!…In aggregate, they may be systematically increasing volatility!
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© Copyright 2012 Kantar Retail
RETAIL POLARIZATION: FORMAT POSITIONING
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Desire To Pay
Ability To Pay
Up
Down
Willie Sutton
Robin Hood
Ladder Up
Ladder Down
A Simple Way To Frame A Polarized World…A Simple Way To Frame A Polarized World…
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© Copyright 2012 Kantar Retail
TargetedTargeted
2014: THE POLARIZATION PRISM “WALL”
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Our People Are
Our Data Is
Our Measures Are
Our Work Is
“The CEO says we will be…”
“VPs/Directors are responsible for the inherent tradeoff between…”
“The People That Do The Work (including all of the above!) need…”
Focused Responsive
Analytics Comfortable
Granular but Contextual
Incenting Aggregation
of Opportunity
More Customized
and Less Standard
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© Copyright 2012 Kantar Retail
2018: THE POLARIZATION PRISM “WALL”
8
“The CEO says we will be…”
“VPs/Directors are responsible for the inherent tradeoff between…”
“The People That Do The Work (including all of the above!) need…”
PersonalPersonal
Our People Are
Our Data Is
Our Measures Are
Our Work Is
Individual Scalable
Working together to create great stories from
analytics
A River Of Big Data + Lakes Of Base Data
Focus On Opportunity Scale, Not Operating
Scale
“Big Analysis” That Goes Across
Disciplines