ciceron mba- innovation jam 2
TRANSCRIPT
Moderator
Andrew EklundFounder & CEO
Ashley EvensonDigital Media Strategist
What Is Programmatic?
DEFINITION
Programmatic is the automation of manual media buying and selling decisions and processes, enhanced through data
How It Works: Chaotic
How It Works: Simplified Step 1: Advertiser Site
How It Works: Simplified Step 2: Website and Facebook
FASTEST GROWING ONLINE AD STRATEGY!
Why Programmatic?
KEY BENEFITS
üOPTIMIZED ROIüGRANULAR TARGETINGüCAMPAIGN ANALYTICSüQUICK AND EFFICIENTüREAL-TIME
OPTIMIZATIONüINCREASED ACCURACY
MULTI-CHANNEL
üDISPLAYüVIDEOüMOBILEüSOCIALüEMAILüADDRESS
-ABLE TV
Why Programmatic?
Programmatic CreativeDELIVER RELEVANT ADS TO RELEVANT USERS
Female
Afternoon
San Francisco
Pet Lover
Sunny
To be personalized and relevant
In a Relationship
WeekendAfternoon
Pet Lover
To be personalized and relevant
In a Relationship
Weekday
New York
Cloudy
Female
Programmatic: Hot Topics
KEY BENEFITS
üReal-Time-Guarantee (RTG)üProgrammatic AudioüProgrammatic Snap Chat üProgrammatic TVüHeading BiddingüTV Ad Sync
Back To The Chaos: What To Do
FIND A PARTNER THAT UNDERSTANDS THE CHAOS
üUnderstands 360 view of the chaotic landscape (from advertiser to publisher)
üAgile to test new innovations in programmaticüJust not programmatic traders but ad strategist/technologist üUnderstands audience and conversion data to tell a meaningful storyüDeep understanding of pixels and site technologies
Justin GrammensFounder
What Is the IoT?
• Formal: The Internet of Things (IoT) is the network of physical objects or "things" embedded with electronics, software, sensors, and network connectivity, which enables these objects to collect and exchange data.
• Practical: Anything can be connected and communicate in an intelligent fashion. In other words, with the Internet of Things, the physical world is becoming one big information system.
Jason Silva - Shots of Awe
Why Now?
• Major technology convergence occurring
• Cheap hardware and low cost of networks
• Use of 3D printers for low volume runs
• Low cost cloud infrastructure
• Consumers appetite to track things
• Standards emerging - BLE, NFC, Zigbee
• Ubiquity of mobile devices for data access
Customers don’t buy the Internet of Things.
Customers buy a solution to a specific problem.
Connected Car Seat
PressureSensors
BLE / WiFi / Cellular Modules
Mobile app
TemperatureSensor
Clasp Sensor
CPU & Storage
Car Seat - Customer Advantage
• Alerted if baby is left in a hot car = Safety
• Baby too heavy or seat is too old = Safety
• Informed if there is a recall on parts = Warranty
• Mailed replacement parts (if needed) = Service
• Mobile app for alerts and updates = Personalization
• Buckle is not secure or incorrectly used = Training
Manufactures don’t build the Internet of Things.
They try to build the bestthing.
Car Seat - Manufacturer Advantage
• Understanding customer usage patterns = Visibility
• Where seats are being used = Visibility
• Environmental usage conditions for seats = Feedback
• Connect to the customer via mobile app = Feedback
• Offer a new seat as the child grows = Reach
• See opportunity in new markets or products = Future
Connected Product Features
value
Consumer
Manufacturer
Ideally, looking for features that satisfy both
Data Is Gold
• Advertisers are willing to pay $0.50 per 1,000 people for general information such as age, gender and location.
• Jumps to $2.11 per 1,000 people (300%) when you know something specific they are shopping for like a car or vacation.
• Highly personal data, like knowing a woman is in her second trimester of pregnancy is worth $110 per 1,000 people (10,000%)
Source: Financial Times
Minnesota IoT Successes
$700,000 in seed fundingSelected into Microsoft Ventures Accelerator
Minnesota IoT Successes
Winner of 2014 Minnesota Cup Competition
$116,00 Raised on Kickstarter
Minnesota IoT Successes
2015 MN Cup FinalistRaised $300,000
Minnesota IoT Successes
Final Thought • Driverless elevator invented in 1900
• Public hated it & some people died
• Elevator driver strike in NYC in 1945
• Industry convinced public through ads and a stop button it was safe
• Not just the technology - must provide user control and choice
• Brand marketing and perception are key
• You need multiple experts to build solutions for the Internet of Things
Join the IoT CommunityNon-profit with monthly meetups, hackathons and conferenceshttp://iotfuse.com
Justin [email protected]
Free weekly publication of articles on the Internet of Thingshttp://iotweeklynews.com
Kent StrandManaging Partner
Strategy
Innovation
Journeys
The leading professional services firm in the Internet of Things space in Minneapolis.
Accredent has become successful by helping clients be successful with the Internet of Things Strategy, Innovation, Market Engagement and Customer Journeys.
Clients include large corporations, and emerging technology companies.
We are headquartered in Minneapolis, and serve clients near and far.
© 2016 Accredent, LLC – use with permission only
Accredent is focused on the business of Internet of Things
© 2016 Accredent, LLC – use with permission only
Internet of Things makes clear that digital technology is no longer just another tool. It has become the foundation of an entirely new way of doing business, as well as giving rise to entirely new businesses.
- Michael Porter, Harvard Business School
Internet of ThingsThe Basis for the Modern Customer Journey
Proximity Marketing.The killer app for
the Internet of Things?
© 2016 Accredent, LLC – use with permission only
Transforms the Customer Experience
© 2016 Accredent, LLC – use with permission only
© 2016 Accredent, LLC – use with permission only
Allows Adaptive Messaging
© 2016 Accredent, LLC – use with permission only
© 2016 Accredent, LLC – use with permission only
Proximity Marketing with Beacons: Connected Marketing
Reactive - Event Driven- Here & Now- Alerting- Time Series Data
Proactive - Scenario Driven- Initiated Engagement- Actionable Response- Relationship Data
Data Analytics
© 2016 Accredent, LLC – use with permission only
Proximity Marketing with Beacons: Technology Elements
Sensor Device Platform Application
© 2016 Accredent, LLC – use with permission only
Proximity Marketing with Beacons: Campaign Framework
Customer Value Business Value
Campaign Value Clear Value Proposition
© 2016 Accredent, LLC – use with permission only
© 2016 Accredent, LLC – use with permission only
Internet of Everything Customer Experience & Digital Intelligence From and For the Physical World
© 2016 Accredent, LLC – use with permission only
ABCDABCE
Strengthen Brand, Improve Marketing, Increase Sales, Capture Lifetime Value
Proximity Marketing Connected Offerings
© 2016 Accredent, LLC – use with permission only
© 2016 Accredent, LLC – use with permission only
Internet of Everything… is the basis for the modern journey
© 2016 Accredent, LLC – use with permission only
accredent.com @Accredent
Internet of Everything Customer JourneyDesign Thinking For Internet of Things
Mark your calendar
Modern Customer Journeyswith the Internet of Things
April 20th 7:30am
Contact:[email protected]
612-460-0102
© 2016 Accredent, LLC – use with permission only
Chuck OlsenFounder & CEO
