Accelerator insight presentation delivered by Keith Paulin, CEO, iiWorks

1. be SMART think BIG act FAST measure ALL do GOOD & be HAPPYTM
Mobile + Big Data + Cloud = Digital Win
Accelerator Communications
Tuesday 19 August 2014

2. About iiWorks
Since Day 1 in April 2004, iiWorks has steadily
grown to become a highly professional and
substantial digital media agency.
Like Automattic, the makers of WordPress, and
37 Signals (now Basecamp), we run a 100%
“distributed” company - our Team Members
are located across Australia, our home
country, and around the world.
Every Team Member is an employee of iiWorks
and works remotely. Over the years, this has
enabled us to attract, retain and develop some
of the best minds in digital marketing.
We have many clients that we have never met
in person, and many of the Team have never
met physically. And it works…we have been
able to engender a huge level of trust, both
with our clients, and amongst our team.
We take pride in the longevity of our client
relationships and in the longevity of our team
member relationships.
The phrase “quiet achiever” exemplifies
iiWorks and our specialist business units:
• digitaladvertisingWorks
• webdesignWorks
• seoWorks
• socialmediaWorks
• hotelmarketingWorks
About four years ago we developed our “be
SMART think BIG act FAST measure ALL do
GOOD & be HAPPY™” philosophy which we
use to benchmark every decision, internal and
external, and only when an idea, concept or
business practice meets all these criteria do
we then take things forward.
Others talk, we lead by example. We get stuck
in and complete the job at hand, on time and
on budget.
Yes, we would like to work with you…as
genuine partners working together to achieve
mutually beneficial outcomes…
10 years experience, still learning every day…

3. A Journey…
A journey of a thousand miles begins with a single step.
Lao-tzu, The Way of Lao-tzu
Chinese philosopher (604 BC - 531 BC)
A journey to a thousand customers begins with a single click.
Keith Paulin, iiWorks
Digital crystal ball gazer (1960 AD – ?)

4. MOBILE
“In Australia people have more mobile devices than toilets…”

5. Mobile Data Growth…

6. Real mobile growth…

12. “So what does this all mean…”
MOBILE

13. Design and UX order must change…

14. Design and UX order must change…

15. Plus…

16. Creative…
Starts here…

17. Media…
Starts here…

18. Web site design…
Starts here…

19. Smartphones…
Smartphones will become “intelligent phones” with more intelligent apps…

20. Smartphones…
Smartphones will become “intelligent phones” with more intelligent apps…

21. Smartphones…
Smartphones will become “intelligent phones” with more intelligent apps…

22. Mobile creative…
Unique creative micro-executions for…
• Smartphones
• Apps
• Tablets
• PC’s
• Smart Large Format TVs
Unique media buying micro-executions
Which means advertising must get more intelligent…

23. BIG DATA
“It’s about getting the right data at the right time…”

24. Big Data…
Don’t like data? You won’t like the future.
Beth Comstock
Senior Vice President, Chief Marketing Officer for GE
Yes you will.
Keith Paulin, iiWorks
Australian crystal ball gazer (1960 AD – ?)

25. Big Data…
The crunching of disparate databases
to discover eerily accurate customer trends…
…in the short term transform those into actionable strategies and tactics...
…in the medium term start predicting trends…
…and in the long term start making trends.

26. Big Data…

27. Big Data
http://www.baselinemag.com/analytics-big-data/slideshows/surprising-statistics-about-big-data.html

28. Big Data…

29. Big Data…done badly…

30. http://www.whoisremarketingme.com/
http://www.whoisretargetingme.com/
http://www.whoisretargeting.me/
Big Data…

31. Big Data…
• Cross referencing multiple owned data sources
• Behavioural tracking and behavioural targeting
• Remarketing, not stalking, based on data
• Technology powered targeting, creative multi-targeting
• Highly-targeted audiences
• At the right time
• With the right message
• In the right context
• On the right device

32. Big Data - Inbound…
http://www.lovethatpet.com

37. Big Data - Outbound…

38. Big Data…

39. Big Data…

40. Start Small - Cyfe…
http://www.cyfe.com

41. BIG DATA
“So what does this all mean…”

42. Big Data…
http://www.accenture.com/us-en/Pages/insight-cmo-digital-transformation-summary.aspx

43. Data driven marketing…
• Who are my current customers
• Do I want more of them
• Where are they hiding
• Who are my next customers
• Where are they hiding
• How do we convert them
• Start mapping personas to creative micro-messages
• Then map micro-messages to micro-media decisions

44. Create personas…

45. Algorithms…
How to distinguish the “signal” (the critical insight) from the “noise” (the massive amount of unmanaged data) to distill
wisdom remains a fundamental challenge — and a significant opportunity for the future.

46. Correlation vs causation…

47. You next marketing recruit…
http://www.ibm.com/big-data/us/en/

48. Big data predictions…

49. Cookies are out, data fingerprints are in…

50. Data & User fingerprints…
https://panopticlick.eff.org/
“…Your browser fingerprint appears to be unique…”

51. Responsive INTELLIGENT web design…

52. More than just personalisation…

53. Predictive analytics…
It’s about looking forward…

54. The Internet Of Things…

55. +The Internet Of Things
Text
Sub-heading…

56. The Internet Of Everything…
Recently acquired by Samsung - http://www.smartthings.com/

57. The Internet Of REALLY Everything…

58. Big Data & Customer Partnerships…
One service telcos are keen to offer is a fast lane for their customers. This could
see, for example, a Vodafone customer get higher quality movies at faster
speeds for a nominal fee. “Think about what Comcast is doing right now in the
US: they have gone to Netflix and gone ‘alright, rather than me fighting you; me
trying to create my own Netflix, how can we link our business models together
to where we both prosper in this rapidly changing environment?’,”
Bill Morrow,
NBN Co Chief Executive

59. Privacy…

60. Privacy…

61. Privacy…
https://www.eff.org/privacybadger

62. Goose for dinner…

63. Big Data…
Yellowfin
http://www.yellowfinbi.com/
RoamBI
http://roambi.com/
Cognizant
http://www.cognizant.com/
Cyfe
http://www.cyfe.com/
Data Analytics Resources…

64. THE CLOUD
“It’s about getting the right data at the right time…at the right price…”

65. The Cloud…

66. The Cloud…
Allows remotely based computing resources— such as servers, databases, and
applications— to be delivered via the Internet (instead of being owned and
hosted internally), allowing for flexibility of resources and, in many cases, much
lower cost.

67. The Cloud
http://www.baselinemag.com/analytics-big-data/slideshows/surprising-statistics-about-big-data.html

72. THE CLOUD
“So what does this all mean…”

73. The Cloud…
The catalyst for bringing together Mobile and Big Data to deliver marketing ROI.

74. Data accessibility…

75. Data scalability…

76. Data analysis…

77. Speed…

78. Price…

79. MOBILE + BIG DATA + CLOUD
“MOBILE + BIG DATA + CLOUD = DIGITAL WIN

80. Primary takeaways…
Half the money I spend on advertising is wasted;
the trouble is I don't know which half.
John Wanamaker
American marketing pioneer (1838 AD – 1922 AD)
Half the money I spend on advertising is wasted;
the trouble is I now know which half.
Now to get the other half working just as hard.
Keith Paulin, iiWorks
Digital crystal ball gazer (1960 AD – ?)

81. At our core, Microsoft is the productivity and platform company for the mobile-first and cloud-first world. We will reinvent
productivity to empower every person and every organization on the planet to do more and achieve more.
Satya Nadella, CEO, Microsoft

82. Responsive INTELLIGENT web sites…
Persona 1 Persona 2

83. Data Consolidation Plan…

84. Start small…

85. Learn About Data…

86. You next marketing recruit…
http://www.ibm.com/big-data/us/en/

87. Creative…

88. Digital Winning looks like this…

89. be SMART think BIG act FAST measure ALL do GOOD & be HAPPYTM