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Confidential and proprietary: Any use of this material without specific
permission of McKinsey & Company is strictly prohi...
2McKinsey & Company
What’s going on in
the world economy is
“no ordinary disruption”
3McKinsey & Company
What can happen
in 10 years?
4McKinsey & Company
Rapid technological advances in digitization, data, and analytics have been
reshaping the business lan...
5McKinsey & Company
Many of these top
performers are digital
natives, but perhaps
more impressive are
the smaller set
of i...
6McKinsey & Company
Almost all occupations have some activities that could
be automated.
5%of occupations could be
100%aut...
7McKinsey & Company
One-third of new
jobs created in
the United States
in the past 25
years were types
that did not
exist,...
8McKinsey & Company
Three factors are driving
this acceleration:
machine-learning
algorithms
computing capacity data
9McKinsey & Company
AI is finally starting to
deliver real-life benefits
to early-adopting
companies.
10McKinsey & Company
Marketers already use
AI in more ways than
they may realize
marketing organization technology organiz...
11McKinsey & Company
A key emerging example is
the Customer Data Platform.
Marketer-Controlled
System
Persistent
Cross-Cha...
Internal ecosystem
External ecosystem
▪ Website analytics
▪ Mobile site analytics
▪ SEO analytics
▪ UX analytics
▪ Combine...
13McKinsey & Company
One of the most
powerful uses of data
and machine learning
is micro-segmentation
based on behavioral
...
14McKinsey & Company
IoT will enable new
products, and new
business models from
both startups and
incumbents.
New
Products...
15McKinsey & Company
The IoT gives brands
“permission” to create an
additional value exchange
and augment the
relationship...
16McKinsey & Company
An IoT strategy requires
a new set of capabilities,
technologies, and ways
of working
17McKinsey & Company
The economic
value of creativity
and innovation
18McKinsey & Company
Science of marketing Art of marketing
+
90%
not loyal to
chosen
brands
60%
will switch
20McKinsey & Company
1
2
3
4 Adapt and
iterate quickly
Hardwire into
daily practices
Become
customer
fanatics
Feed the nee...
21McKinsey & Company
VR and AR represent a level of
immersive creativity that we
have never seen before
generated
$1 billi...
22McKinsey & Company
Virtual Reality is
shaping up to be the
most immersive and
emotive story telling
platform yet
23McKinsey & Company
VR has the
potential to
become the next
big computing
platform
24McKinsey & Company
Augmented reality is
about to move into the
mainstream mass
market
25McKinsey & Company
Immersive and real time
experiences where data and
content are integrated into
the real world in real...
26McKinsey & Company
Leaders should embrace the transformation and
performance opportunities already available to them
Tes...
27McKinsey & Company
This is a transformation journey
Mobilize cross
functional leaders
around the
opportunities
Get creat...
28McKinsey & Company
You can’t wait for
inspiration, you
have to go after it
with a club.”
—Jack London
“
29McKinsey & Company
Stay connected
Jason Heller
Partner
Global Lead, Digital Marketing Operations & Technology
@JasonHell...
Emerging technologies and how they will impact the business and marketing landscape
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Emerging technologies and how they will impact the business and marketing landscape

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McKinsey partner Jason Heller provides an overview of the key technologies that will impact the business landscape: artificial intelligence, automation and impact on the future workforce, virtual reality, augmented reality, the Internet of things, and data security. 

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Emerging technologies and how they will impact the business and marketing landscape

  1. 1. Confidential and proprietary: Any use of this material without specific permission of McKinsey & Company is strictly prohibited Emerging technologies and how they will impact the business and marketing landscape Jason Heller, Partner, McKinsey & Company October 5, 2017
  2. 2. 2McKinsey & Company What’s going on in the world economy is “no ordinary disruption”
  3. 3. 3McKinsey & Company What can happen in 10 years?
  4. 4. 4McKinsey & Company Rapid technological advances in digitization, data, and analytics have been reshaping the business landscape, supercharging performance, and enabling the emergence of new business innovations and new forms of competition 3x higher wage growth faster profit and margin growth 2x
  5. 5. 5McKinsey & Company Many of these top performers are digital natives, but perhaps more impressive are the smaller set of incumbent companies
  6. 6. 6McKinsey & Company Almost all occupations have some activities that could be automated. 5%of occupations could be 100%automated. 60%of occupations could be 30%automated.
  7. 7. 7McKinsey & Company One-third of new jobs created in the United States in the past 25 years were types that did not exist, or barely existed
  8. 8. 8McKinsey & Company Three factors are driving this acceleration: machine-learning algorithms computing capacity data
  9. 9. 9McKinsey & Company AI is finally starting to deliver real-life benefits to early-adopting companies.
  10. 10. 10McKinsey & Company Marketers already use AI in more ways than they may realize marketing organization technology organization +
  11. 11. 11McKinsey & Company A key emerging example is the Customer Data Platform. Marketer-Controlled System Persistent Cross-Channel Customer Data Marketing Execution
  12. 12. Internal ecosystem External ecosystem ▪ Website analytics ▪ Mobile site analytics ▪ SEO analytics ▪ UX analytics ▪ Combines 1st and 3rdparty data ▪ Enrich targeting ▪ Look-a-like models ▪ Media analytics ▪ Attribution ▪ Social analytics ▪ Consumer insights ▪ CSAT ▪ Ratings & reviews ▪ Social listening Marketing activation data Customer data ▪ CRM ▪ Revenue / LTV ▪ Propensity models ▪ Churn modelsSales 3rd party data Paid & managed channels Offline channels Digital platforms voc ▪ Call center ▪ Stores/branches ▪ Partners The customer CDP at the core
  13. 13. 13McKinsey & Company One of the most powerful uses of data and machine learning is micro-segmentation based on behavioral characteristics of individuals.
  14. 14. 14McKinsey & Company IoT will enable new products, and new business models from both startups and incumbents. New Products New Business Models
  15. 15. 15McKinsey & Company The IoT gives brands “permission” to create an additional value exchange and augment the relationship between brand and customer
  16. 16. 16McKinsey & Company An IoT strategy requires a new set of capabilities, technologies, and ways of working
  17. 17. 17McKinsey & Company The economic value of creativity and innovation
  18. 18. 18McKinsey & Company Science of marketing Art of marketing +
  19. 19. 90% not loyal to chosen brands 60% will switch
  20. 20. 20McKinsey & Company 1 2 3 4 Adapt and iterate quickly Hardwire into daily practices Become customer fanatics Feed the need for speed
  21. 21. 21McKinsey & Company VR and AR represent a level of immersive creativity that we have never seen before generated $1 billion in just over 6 months
  22. 22. 22McKinsey & Company Virtual Reality is shaping up to be the most immersive and emotive story telling platform yet
  23. 23. 23McKinsey & Company VR has the potential to become the next big computing platform
  24. 24. 24McKinsey & Company Augmented reality is about to move into the mainstream mass market
  25. 25. 25McKinsey & Company Immersive and real time experiences where data and content are integrated into the real world in real time
  26. 26. 26McKinsey & Company Leaders should embrace the transformation and performance opportunities already available to them Testing, experimenting, learning, and scaling fast Reimagining business models and business processes Digital assets and capabilities as the “new balance sheet” Staying calibrated and investing accordingly A new focus on human capital, including integrating workers and machines
  27. 27. 27McKinsey & Company This is a transformation journey Mobilize cross functional leaders around the opportunities Get creative about navigating the legacy Walk before you run Prioritize lighthouse projects Let data activation drive your operating model
  28. 28. 28McKinsey & Company You can’t wait for inspiration, you have to go after it with a club.” —Jack London “
  29. 29. 29McKinsey & Company Stay connected Jason Heller Partner Global Lead, Digital Marketing Operations & Technology @JasonHeller linkedin.com/in/jasonheller

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