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Kyle LacyDirector, Global Content & Research@kyleplacy, www.kylelacy.com@kyleplacy

@kyleplacy

Whats Next?@kyleplacy

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Whats Next?@kyleplacy

Whats Now?@kyleplacy

Data EqualsRelevanceone.@kyleplacy

Ginni RomettyCEO, IBMWhat you will see with rapid data and social sharing is the death of the average and the era of you.

Businesses will be able to truly serve the individual.@kyleplacy 1. Empathy2. Perspective TakingTwo types of marketing & creative: @kyleplacy EmpathyUnderstanding someones emotional state or feelings@kyleplacy

They were reallygood at empathy.@kyleplacy

@kyleplacyPerspective TakingCognitive & analytical its understanding someones interests and behavior.@kyleplacy

MomentsMattertwo.@kyleplacy

@kyleplacy

ConsumerMobilitythree.@kyleplacy

@kyleplacy @kyleplacy Mobile Penetration (Total Population)Smartphone Penetration Total PopulationWe also know that mobile email open rates are growing exponentially. 21Smartphone massive growth potential with only 30% of total market.Mary Meekers 2014 Internet Trends Report@kyleplacy Out of the 74% of Japanese consumers intending to upgrade their phoneJapan Consumer Insights Report 2014, ExactTarget Marketing Cloud@kyleplacy 99.5% will be upgrading to a smartphone.2014 Japan Consumer Insights Report, ExactTarget Marketing Cloud@kyleplacy Content isMobile@kyleplacy #ETFOM91% of consumers indicated that access to content across all devices was important.2014 Mobile Behavior Report, ExactTarget Marketing Cloud @kyleplacy We sent over 1 billion digital messages on Cyber Monday.@kyleplacy Many of our retail clients experienced mobile open rates exceeding 80%.@kyleplacy @kyleplacy

Locationfour.@kyleplacy #ETFOMRethinking Place. 30

@kyleplacy #ETFOM

Last mile project how do you innovate around the delivery point. 3583% of US Consumers research products while in-store on their mobile phone.Googles Our Mobile Planet Report@kyleplacy

Personalizationof Brandfive.@kyleplacy1. Predictive Intelligence2. EGONomicsTwo steps towards brand personalization:@kyleplacyPredictive Intelligence@kyleplacy

41% of consumers buy more from brands who send personalized emails based on past buying behaviors.Return Path@kyleplacy12-25% increase in sales if the transactional message includes personalized product recommendations.ExactTarget Marketing Cloud@kyleplacyEGONomics@kyleplacyTo offset a depersonalized society, consumers crave recognition of their individuality.Faith Popcorn@kyleplacy

ConnectedProductssix.@kyleplacySensor use is rising rapidly at +34% Y/Y growth.Mary Meekers 2014 Internet Trends Report@kyleplacy 8 Billion units were shipped in 2013.Mary Meekers 2014 Internet Trends Report@kyleplacy

Data equalsRelevance

Data beatsOpinions

We must move from numbers keeping score to numbers that drive better actions.David WalmsleyHead of MultichannelMarks & Spencer@kyleplacyexacttarget.com.au