The presentation was given at the PostNord ecommerce conference in Boras, Sweden.

1. The Future of
MARKETING
Kyle Lacy (@kyleplacy)
Steps to Building Experiences of the Future

2. My Career

3. Lessonly is used by thousands of teams
to translate important work knowledge
into lessons that accelerate productivity.

4. We must understand change.

5. Louis CK Video

6. Why is this happening?

7. Industrial
Revolution
1760-1840
Cotton Gin
Steam Engine
Bessemer Process
Model T
Telephone
Transistor

8. Industrial
Revolution
1760-1840
Information
Revolution
1940-1990
Computers
Radio
Television
Internet
Cotton Gin
Steam Engine
Bessemer Process
Model T
Telephone
Transistor

9. Industrial
Revolution
1760-1840
Information
Revolution
1940-1990
Consumer
Revolution
2000-2016
Mobile
Social
SaaS
Cloud
Machine Learning
Computers
Radio
Television
Internet
Cotton Gin
Steam Engine
Bessemer Process
Model T
Telephone
Transistor

10. Industrial
Revolution
1760-1840
Information
Revolution
1940-1990
Consumer
Revolution
2000-2016
Intelligence
Revolution
2020+
Mobile
Social
SaaS
Cloud
Machine Learning
Computers
Radio
Television
Internet
Cotton Gin
Steam Engine
Bessemer Process
Model T
Telephone
Transistor
Nanotechnology
Artificial Intelligence
Virtual Reality
Deep Learning
Blockchain

11. Micro-Moments

12. 12

13. We are the Google Generation.

14. 100,000,000,000
Number of monthly Google searches

15. 1999

20. Data at Scale

21. “We must move from numbers
keeping score to numbers that
drive better actions.”
— David Walmsley

22. A rorschach test…

24. EXAMPLE OF AN
IMPACT SLIDE TEXT
Example of supporting information or
sourcing information goes here

28. How do you feel?

29. EXAMPLE OF AN
IMPACT SLIDE TEXT
Example of supporting information or
sourcing information goes here

30. Now?

31. 70% of technology
implementations fail because
of bad data.
— Forrester

32. There is one source of truth and
everyone is responsible for keeping it
clean.

34. File Management and Email Chat and Collaboration
Project & Process ManagementLearning and Development
Journey Management
Data Management Search Intent
Social Advertising

36. @KYLEPLACY

37. @KYLEPLACY

39. Assisted Intelligence

40. Meet Amy Ingram

46. “If Alexa were a human assistant,
you’d fire her, if not have her
committed.”
- Farhad Manjoo

47. Machine Intelligence

48. ASSISTED INTELLIGENCE
What needs to happen to gain true machine intelligence?
• Deep Learning
• Natural Language Processing
• Quantum Computing

49. Deep Learning
is a subfield of machine learning concerned
with algorithms inspired by the structure and
function of the brain called artificial neural
networks.

50. Location Based
Intelligence
Personalization &
Interaction Engine
Reverse Logistics
Solution
Personalization
Engine

51. Deep Learning
More data + More Intelligence = Highly
Personalized Experiences

52. Personalization
Matters

53. Final Thoughts:
How do we adapt?

54. HOW DO WE ADAPT?
The future of marketing depends on managing change effectively
• Align your team to the entire customer journey, not only
acquisition

55. HOW DO WE ADAPT?
The future of marketing depends on managing change effectively
• Align your team to the entire customer journey, not only
acquisition
• Focus on one source of truth for data management

56. HOW DO WE ADAPT?
The future of marketing depends on managing change effectively
• Align your team to the entire customer journey, not only
acquisition
• Focus on one source of truth for data management
• Test a new idea every two weeks

57. HOW DO WE ADAPT?
The future of marketing depends on managing change effectively
• Align your team to the entire customer journey, not only
acquisition
• Focus on one source of truth for data management
• Test a new idea every two weeks
• Continually train team for continuous, rapid
improvement
• Create an experience team, not a marketing team

58. HOW DO WE ADAPT?
The future of marketing depends on managing change effectively
• Align your team to the entire customer journey, not only
acquisition
• Focus on one source of truth for data management
• Test a new idea every two weeks
• Continually train team for continuous, rapid
improvement
• Create an experience team, not a marketing team

59. The creation and management of the
customer experience is the only
thing that makes you relevant.

60. contact.
Kyle.lacy@lessonly.com
@kyleplacy