Minority Rapport – Personalisation and the future of marketing.

1. Minority
Rapport
–
Personalisa1on
and
the
Future
of
Marke1ng

2. The
Future
is
Now

3. You’ve
probably
seen
that
scene
in
Minority
Report
Tom
Cruise
shopping
in
the
film
Minority
Report
Source:
Google
Images

4. The
one
where
Tom
Cruise’s
character
walks
through
a
shopping
centre
and
facial
Tom
Cruise
shopping
in
the
film
Minority
Report
Source:
Google
Images
recogniCon
technologies
scan
him
so
specific
brands
can
deliver
personalised
messages
to
him
directly.

5. As
technology
evolves,
it
can
appear
that
we’re
shiGing
closer
to
the
sci-­‐fi
world;
with
once-­‐
imagined
tech
becoming
a
reality
in
modern
adverCsing.

6. Today
tech
advances
have
greatly
enhanced
brands’
ability
to
communicate
with
customers
via
the
smarter
use
of
data.
Image
of
the
‘TwiKer
Dress’,
courtesy
Cutecircuit

7. For
example,
the
rise
of
wearable
tech
such
as
Nike+
fuel
bands
means
your
next
movements
can
be
predicted
based
on
enriched
historical
data
about
your
daily
habits.
Image
source/
Nike
Inc

8. Predic1ve
Analy1cs
and
the
‘Internet
of
Things’

9. Data
has
become
intrinsic
in
the
rise
of
the
technological
phenomenon
that
is
the
Internet
of
Things
(IoT).

10. A
growing
number
of
IoT
products
demonstrate
the
merit
of
predicCve
analyCcs.
These
include
the
smart
thermostat
company
NEST,
who
can
automaCcally
alter
home
temperatures
based
on
consumers’
previous
habits;
helping
to
reduce
the
cost
of
energy
bills.
Image
source/
Nest

11. These
sophisCcated
technologies
are
only
made
successful
by
leveraging
data
insight,
using
the
right
data
and
applying
it
in
the
right
manner
to
maximise
the
benefits
customers
receive.
Image
source/
Nest

12. Data
Benefits
and
Security

13. The
benefit
to
customers
is
an
aspect
oGen
overlooked
when
adverCsing
and
consumers
are
considered.

14. Doom-­‐mongers
would
have
you
believe
an
apocalypCc
view
of
data
and
adverCsing;
that
all
personal
data
is
mined,
available
‘in
the
cloud’
for
’anyone’
to
freely
exploit.
But
in
reality,
we
know
this
is
simply
not
true.

15. As
long
as
the
correct
security
is
in
place,
the
purpose
of
data
use
is
limited
to
markeCng,
and
data
is
used
ethically
for
that
purpose,
consumers
are
protected.

16. The
reality
is,
online
adverCsing
will
conCnue,
so
at
Acxiom,
we
believe
our
mission
is
to
make
it
as
relevant
as
possible.
Tom
Cruise
in
Minority
Report
Source:
Google
Images

17. The
reality
is,
online
adverCsing
will
conCnue,
so
at
Acxiom,
we
believe
our
mission
is
to
make
it
as
relevant
as
possible.
It’s
why
we
opened
hKps://abouKhedata.com/,
a
portal
where
US
consumers
can
log
on
and
edit
details
of
their
informaCon
to
receive
more
relevant
adverCsing
as
well
as
delete
certain
aspects
that
they
don’t
want
adverCsers
to
know
–
or
opt-­‐out.

18. Increasingly,
Data
Privacy
is
a
concern
for
consumers,
and
rightly
so,
but
in
order
for
social
media,
search
engines,
comparison
sites
etc
to
work,
consumers
have
to
accept
that
there’s
no
such
thing
as
a
free
lunch.

19. For
most
online
services
like
social
media
to
work,
there
is
a
cost.
For
them
to
remain
free,
the
‘price’
consumers
must
pay
is
adverCsing;
adverCsing
that
we
can
make
far
more
relevant.

20. Bringing
Balance
and
Recogni1on

21. Why
should
consumers
care
about
the
advances
in
adverCsing
technologies?
And
why
shouldn’t
they
worry?
The
simple
truth
is
that
as
a
result,
the
adverCsing
they
receive
will
be
more
balanced,
bespoke,
relevant
and
generally
beKer!

22. With
beKer
understanding,
marketers
can
build
that
360-­‐degree
single
customer
view;
merging
offline
and
online
data
sources
across
devices
to
gain
a
greater,
more
complete
picture
of
an
individual,
and
serve
more
relevant,
personalised
and
engaging
ads.

23. For
example,
say
you’re
an
acCve
31-­‐year-­‐old
man,
interested
in
gadgets
and
mountain
biking.
Would
you
rather
receive
ads
with
a
discount
on
the
latest
bike
gadget,
or
be
adverCsed
women’s
shoes?

24. The
reality
is
that
ever
increasing
levels
of
sophisCcaCon
ulCmately
improve
one
simple
thing.

25. That
simple‘thing’
is
recogni(on.

26. The
more
effecCvely
a
brand
can
recognise
their
audience
through
the
ethical
use
of
data,
the
more
relevant
their
markeCng
efforts
will
be,
and
more
likely
a
consumer
will
noCce,
accept
and
engage
with
that
brand.

27. The
more
effecCvely
a
brand
can
recognise
their
audience
through
the
ethical
use
of
data,
the
more
relevant
their
markeCng
efforts
will
be,
and
more
likely
a
consumer
will
noCce,
accept
and
engage
with
that
brand.
Win-­‐win
for
both
parCes!

28. Smart
companies
will
invest
in
the
right
technologies
and
partners
to
build
a
complete
view
of
their
customers
and
leverage
insight:
nurturing
and
delighCng
rather
than
unintelligently
soliciCng
customers
to
‘sell’
their
services.

29. This
allows
brands
to
build
a
rapport
with
the
minority
of
valuable
consumers
out
of
a
vast
potenCal
audience
to
approach
-­‐
a
minority
rapport.

30. To
learn
more,
click
the
hyperlink
to
read
the
full
arCcle,
‘
Minority
Rapport:
PersonalisaCon
and
the
Future
of
MarkeCng.’