Image: Flickr - Marcin Ignac

Dan Shust - VP, RESOURCE Lab

CONTEXTNOT OPTIONAL

EXPERIENCE REWIRED

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con·textThe set of circumstances or facts that surround a particular event, situation.

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THE END OF ASSUMPTIONSThere is an “opportunity to deliver services and marketing with unprecedented precision and accuracy, meeting and exceeding customer expectations in extraordinary ways at every turn.”

HBR - Use Big Data to Predict Your Customers' Behaviors

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Maturing of Social Data

Contextual SDKs

Always Connected Sensors

Exponential Sharing

Increasingly Mobile

Brand Oscillation

CONTEXT NOT OPTIONAL

Consumer Behaviors Technology Enablers

Contextually driven experiences will increase ROI and

customer brand loyalty.

What It Means

5

Maturing of Social Data

Contextual SDKs

Always Connected Sensors

Exponential Sharing

Increasingly Mobile

Brand Oscillation

CONTEXT NOT OPTIONAL

Consumer Behaviors Technology Enablers

Contextually driven experiences will increase ROI and

customer brand loyalty.

What It Means

6

Maturing of Social Data

Contextual SDKs

Always Connected Sensors

Exponential Sharing

Increasingly Mobile

Brand Oscillation

CONTEXT NOT OPTIONAL

Consumer Behaviors Technology Enablers

Contextually driven experiences will increase ROI and

customer brand loyalty.

What It Means

7

Maturing of Social Data

Contextual SDKs

Always Connected Sensors

Exponential Sharing

Increasingly Mobile

Brand Oscillation

CONTEXT NOT OPTIONAL

Consumer Behaviors Technology Enablers

Contextually driven experiences will increase ROI and

customer brand loyalty.

What It Means

8

Maturing of Social Data

Contextual SDKs

Always Connected Sensors

Exponential Sharing

Increasingly Mobile

Brand Oscillation

CONTEXT NOT OPTIONAL

Consumer Behaviors Technology Enablers

Contextually driven experiences will increase ROI and

customer brand loyalty.

What It Means

9

Maturing of Social Data

Contextual SDKs

Always Connected Sensors

Exponential Sharing

Increasingly Mobile

Brand Oscillation

CONTEXT NOT OPTIONAL

Consumer Behaviors Technology Enablers

Contextually driven experiences will increase ROI and

customer brand loyalty.

What It Means

10

Maturing of Social Data

Contextual SDKs

Always Connected Sensors

Exponential Sharing

Increasingly Mobile

Brand Oscillation

CONTEXT NOT OPTIONAL

Consumer Behaviors Technology Enablers

Contextually driven experiences will increase ROI and

customer brand loyalty.

What It Means

11

CONTEXT NOT OPTIONAL

MARGARET STEWARTFacebook - Director of Product Design

“When you put information about yourself out there, that’s a transaction. You need to feel that you’re getting

something back in return.”

MAKING IT WORTH IT

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TEMPERATURE

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TACO BELL

TEMPERATURE

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WEATHER

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ABERCROMBIE16

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LOCATION

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WALMART18

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OPEN GRAPH

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ETSY20

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AMBIENT SOUND

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MINDMELD

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AMBIENT SOUND

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MINDMELD

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FACIAL RECOGNITION

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RESOURCE LAB

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RESOURCE LAB

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LOCATION, IMAGE RECOGNITION,PAST BEHAVIOR

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COMMONWEALTH BANK29

LOCATION, TOUCH, INTEREST, ETC.

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SHOPPERCEPTION

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Be aware of the importance of advanced context and how it can be used in real-time to create more personalized brand experiences.

WINNING IN A CONTEXT DRIVEN WORLD...

1.

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CONTEXT NOT OPTIONAL

Identify the most important contextual variables for your brand/product based on business needs, etc. Remember, this is a contract with the user. What are you giving in return?

2.

WINNING IN A CONTEXT DRIVEN WORLD...

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CONTEXT NOT OPTIONAL

Select the existing or planned experiences that could benefit the most from contextual enhancement.

3.

WINNING IN A CONTEXT DRIVEN WORLD...

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Test integration of individual contextual variables in the lowest impact method possible before full integration or adding multiple variables.

4.

WINNING IN A CONTEXT DRIVEN WORLD...

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Have fun and lean forward! It’s going to be an exciting era for marketers.5.

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WINNING IN A CONTEXT DRIVEN WORLD...

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The Power of SimpleSimple interfaces, complex functions

Context Not OptionalPersonal, predictive consumer experiences

Everywhere CommerceShopping anything, anywhere, anytime

Retail RewiredBlurred channels, seamless engagements

The Fine-Tuning of SocialPastime concentration, network calibration

Mass IndividualityUser-proposed, -customized and -generated

Loyalty PlaysReal-time relevance, tracking and rewards

Mobile SuperpowersDigitally enhanced senses and insights

TomorrowlandConnected, social devices

DIGITAL TRENDS BRIEFING 2013

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The Power of SimpleSimple interfaces, complex functions

Context Not OptionalPersonal, predictive consumer experiences

Everywhere CommerceShopping anything, anywhere, anytime

Retail RewiredBlurred channels, seamless engagements

The Fine-Tuning of SocialPastime concentration, network calibration

Mass IndividualityUser-proposed, -customized and -generated

Loyalty PlaysReal-time relevance, tracking and rewards

Mobile SuperpowersDigitally enhanced senses and insights

TomorrowlandConnected, social devices

DIGITAL TRENDS BRIEFING 2013

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For more information about the ResourceLAB contact:

Dan Shust, Vice President – ResourceLABdshust@resource.comtwitter: @getshust

THANKS!

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