Presentation from #MixWest14 in Indianapolis, IN on August 1. This is the 15th version of the consumer behavior deck I've presented over the past year. Added new numbers on revenue lift using content personalization and a new trend - Collaborative Economy.

2. exacttarget.com/blog
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4. What’s Next?
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6. What’s Next?
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7. What’s Now?
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8. Ginni Rometty
CEO, IBM
What 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.
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9. Moments
Matter
one.
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10. @kyleplacy #mixwest14

12. Rise of
Mobility
two.
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13. @kyleplacy #mixwest14

14. @kyleplacy #mixwest14
Mobile Penetration (Total Population)
0
10
20
30
40
50
60
70
Australia Brazil China France Germany Japan UK USA
36.8 35.4
27
18.3
5.9
30.2 31
52.2
13.8
33.1
38.2
28.8
19.6
50.9
43.5
64.6
26.3
46.9
42.3
39.8
24.7
62.2
56.4
2011
2012
2013

15. Smartphone massive
growth potential with
only 30% of total market.
Mary Meeker’s 2014 Internet Trends Report
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16. Out of the 74% of
Japanese consumers
intending to upgrade their
phone…
Japan Consumer Insights Report 2014, ExactTarget Marketing Cloud
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17. 99.5% will be upgrading
to a smartphone.
2014 Japan Consumer Insights Report, ExactTarget Marketing Cloud
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18. 8.7
4.4
13.7
47.2
15.5
30.6
15.2
9.3
22.7
57.8
26
41.3
0
10
20
30
40
50
60
70
USA | Purchased a
product or service
USA | Searched for a
flat or house
USA | Searched for
restaurants or
pubs/bars
USA | Accessed a social
network
USA | Reviewed
websites, blogs or
message boards
USA | Looked up
directions or used a
map
2012
2013
Activities used on Smartphone (last 7 days)
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19. Content is
Mobile
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20. 91% of consumers
indicated that access to
content across all devices
was important.
2014 Mobile Behavior Report, ExactTarget Marketing Cloud
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21. @kyleplacy #mixwest14

22. Commerce
is Mobile
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25. @kyleplacy #ETFOM@kyleplacy #mixwest14

26. 83% of US Consumers
research products while
in-store on their mobile
phone.
Google’s Our Mobile Planet Report
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28. @kyleplacy #mixwest14

29. Personalization &
Automation of Brand
three.
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30. 41% of consumers buy more
from brands who send
personalized emails based on
past buying behaviors.
Return Path
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41. 12-25% increase in sales if
the transactional message
includes personalized
product recommendations.
ExactTarget Marketing Cloud
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42. @kyleplacy #mixwest14

43. @kyleplacy #mixwest14

44. Collaborative
Economy
four.
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45. @kyleplacy #mixwest14
Phases of Internet SharingPhases of Internet Sharing

46. An economic model where
creation, ownership and
access are shared between
people and corporations.

47. @kyleplacy
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54. @kyleplacy #mixwest14
$270K hit

55. Collaborative Economy Takeaways
• People are empowered to get what they need from each other.
• The crowd is becoming like a company – bypassing inefficient
corporations
• Businessesmust use these same tools and strategies to regain
relevance.
• This requires a massive shift in business models.
• As a result, companies are resilient: connected, empowering others,
efficient, and profitable.
@kyleplacy #mixwest14

56. Connected
Products
five.
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57. Sensor use is rising
rapidly at +34% Y/Y
growth.
Mary Meeker’s 2014 Internet Trends Report
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58. 8 Billion units were
shipped in 2013.
Mary Meeker’s 2014 Internet Trends Report
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62. Data equals
Relevance

63. Data beats
Opinions

65. We must move from numbers
keeping score to numbers that
drive better actions.
David Walmsley
Head of Multichannel
Marks & Spencer
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66. exacttarget.com/blog
kylelacy.com