INNOVATION JAM 2 Virtual Reality, Internet of Things, Programmatic Advertising and Beacon Technology Four consumer technologies are about to disrupt the way you think about digital marketing in 2016: virtual reality, the “Internet of Things” (IoT), programmatic advertising and beacon technology. In the very near future, these innovative technologies will dramatically transform how consumers experience a brand and its products and services. Join us for a showcase event with the following experts who will demonstrate how these disruptive technologies could become game-changers in your industry: The Internet of Things: Justin Grammens is a professor at the University of St. Thomas and founder of Recursive Awesome, an IoT consulting company. He will demonstrate how to enable richer experiences for your customers by leveraging hardware and software to decipher vast amounts of data and reveal insights and analytics to help you connect on a deeper level. Virtual Reality and 360 Video: Chuck Olsen is an award-winning video and web producer, and co-founder of Visual, a virtual reality company that creates extraordinary engagement through the power of immersive video. Chuck will demonstrate how 360-degree video content distributed on desktop, mobile and VR can engage your audience like never before. Programmatic Advertising: Ashley Evenson leads the programmatic advertising, ad technology, and programs at Ciceron, and has spent nearly 10 years in the digital media space. She will demonstrate why programmatic advertising needs to be an integral part of your marketing strategy in 2016 with solutions for video, display and mobile. Beacon Technology: Kent Strand is Managing Partner of Accredent LLC – a Minneapolis-based strategy consulting firm specializing in the Internet of Things (IoT) and Data Analytics space. He will present Proximity Marketing with Beacons. This presentation will answer key questions such as: Why are marketers using beacons? What do proximity marketing campaigns look like? How can proximity fit into a company’s overall IoT strategy?

2. Moderator
Andrew Eklund
Founder & CEO

3. Ashley Evenson
Digital Media Strategist

4. What Is Programmatic?
DEFINITION
Programmatic is the automation of manual media buying and selling decisions and
processes, enhanced through data

5. How It Works: Chaotic

6. How It Works: Simplified
Step 1: Advertiser Site

7. How It Works: Simplified
Step 2: Website and Facebook

8. FASTEST GROWING ONLINE AD STRATEGY!
Why Programmatic?

9. KEY BENEFITS
üOPTIMIZED ROI
üGRANULAR TARGETING
üCAMPAIGN ANALYTICS
üQUICK AND EFFICIENT
üREAL-TIME
OPTIMIZATION
üINCREASED ACCURACY
MULTI-
CHANNEL
üDISPLAY
üVIDEO
üMOBILE
üSOCIAL
üEMAIL
üADDRESS
-ABLE TV
Why Programmatic?

10. Programmatic Creative
DELIVER RELEVANT ADS TO RELEVANT USERS
Female
Afternoon
San
Francisco
Pet Lover
Sunny
To be personalized
and relevant
In a
Relationship
Weekend
Afternoon
Pet Lover
To be personalized
and relevant
In a
Relationship
Weekday
New
York
Cloudy
Female

11. Programmatic: Hot Topics
KEY BENEFITS
üReal-Time-Guarantee (RTG)
üProgrammatic Audio
üProgrammatic Snap Chat
üProgrammatic TV
üHeading Bidding
üTV Ad Sync

12. 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 programmatic
üJust not programmatic traders but ad strategist/technologist
üUnderstands audience and conversion data to tell a meaningful story
üDeep understanding of pixels and site technologies

13. Justin Grammens
Founder

14. 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.

15. Jason Silva - Shots of Awe

16. 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

17. Customers don’t buy the
Internet of Things.
Customers buy a solution to
a specific problem.

18. Connected Car Seat
Pressure
Sensors
BLE / WiFi / Cellular
Modules
Mobile app
Temperature
Sensor
Clasp
Sensor
CPU & Storage

19. 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

20. Manufactures don’t build
the Internet of Things.
They try to build the best
thing.

21. 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

22. Connected Product Features
value
Consumer
Manufacturer
Ideally, looking for features that satisfy both

23. 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

24. Minnesota IoT Successes
$700,000in seed funding
Selected into Microsoft Ventures Accelerator

25. Minnesota IoT Successes
Winner of 2014 Minnesota Cup Competition

26. $116,00 Raised on Kickstarter
Minnesota IoT Successes

27. 2015 MN Cup Finalist
Raised $300,000
Minnesota IoT Successes

28. 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

29. Join the IoT Community
Non-profit with monthly meetups,
hackathons and conferences
http://iotfuse.com
Justin Grammens
justin@recursiveawesome.com
Free weekly publication of articles on
the Internet of Things
http://iotweeklynews.com

30. Kent Strand
Managing Partner

31. 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 headquarteredin Minneapolis, and serve clients near
and far.
© 2016 Accredent, LLC – use with permission only
Accredent is focused on the
business of Internet of Things

32. © 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 Things
The Basis for the Modern Customer Journey

33. Proximity Marketing.
The killer app for
the Internet of Things?
© 2016 Accredent, LLC – use with permission only

34. Transforms the Customer Experience
© 2016 Accredent, LLC – use with permission only

35. © 2016 Accredent, LLC – use with permission only
Allows Adaptive Messaging

36. © 2016 Accredent, LLC – use with permission only

37. © 2016 Accredent, LLC – use with permission only

38. 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

39. Proximity Marketing with Beacons:
Technology Elements
Sensor
Device Platform Application
© 2016 Accredent, LLC – use with permission only

40. Proximity Marketing with Beacons:
Campaign Framework
Customer Value Business Value
Campaign ValueClear Value Proposition
© 2016 Accredent, LLC – use with permission only

41. © 2016 Accredent, LLC – use with permission only

42. Internet of Everything
Customer Experience & Digital Intelligence From and For the Physical World
© 2016 Accredent, LLC – use with permission only
ABCD
ABCE
Strengthen Brand, Improve Marketing, Increase Sales, Capture Lifetime Value
Proximity Marketing Connected Offerings

43. © 2016 Accredent, LLC – use with permission only

44. © 2016 Accredent, LLC – use with permission only

45. Internet of Everything
… is the basis for the modern journey
© 2016 Accredent, LLC – use with permission only
accredent.com @Accredent

46. Internet of Everything Customer Journey
Design Thinking For Internet of Things
Mark your calendar
Modern Customer Journeys
with the Internet of Things
April 20th 7:30am
Contact:
kent.strand@accredent.com
612-460-0102
© 2016 Accredent, LLC – use with permission only

47. Chuck Olsen
Founder & CEO