Kyle Lacy, Head of Marketing Strategy at OpenView Venture Partners, gave a presentation on technology trends that are shifting consumer behavior. He discussed 8 trends: moments mattering more than channels, the rise of mobility, the importance of owning audiences, data at large scale, growth in cloud computing, advances in machine learning, and humanizing automation. Lacy emphasized that marketers must focus on creating positive experiences for consumers rather than just metrics.
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Technology Trends Shifting
Customer Behavior
Why technology is changing the way
we think, buy and communicate.
Kyle Lacy
Head of Marketing Strategy
OpenView Venture Partners
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What do I do?
I am a marketer.
I’ve written 3 books.
Head of Marketing Strategy
OpenView Venture Partners
Previously at
ExactTarget & Salesforce
@kyleplacy
16. Photo by lzf, iStock Photo
Photo by lzf, iStock Photo
1 in 5
searches on
Google are
related to
location.
(Google Data, Global, March 2014)
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Dan Ariely, Professor at Duke
Big data is like teenage sex…
everyone talks about it, nobody really
knows how to do it, everyone else is
doing it, so everyone claims they are
doing it.”
@kyleplacy
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1. Data contains information of great business / personal value.
2. If you can extract those insights from the data, you can make better
decisions.
The Hope of Big Data
Predicting future stock movements = $$$
Netflix movie recommendations = better experience = $$$
@kyleplacy
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Machine learning is the
technology that automatically
finds patterns in your data and
uses them to make predictions
for new data points
@kyleplacy
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1. Analytics should be worshipped
2. Content should (and will) be personalized
3. Understand industry trends
4. People are paramount
5. Don’t underestimate your community
Tracking the Trends
@kyleplacy
66. You are not marketers.
social media managers
engineers
content experts
writers
technologists
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68. The experience is the
only thing that makes
you relevant.
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What do I do?
I am a marketer.
I’ve written 3 books.
Head of Marketing Strategy
OpenView Venture Partners
Previously at
ExactTarget & Salesforce
@kyleplacy
Editor's Notes
Last mile project – how do you innovate around the delivery point.
Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach.
Has a presence in nearly every country on earth
Median price of a hotel vs cost of an Airbnb apartment