I developed this presentation to illustrate how the topics of data, openness, attention profiling and behavioural segmentation were coalescing into an extremely interesting change in eCommerce and digital marketing. Hitherto, the web has allowed us to "do old business, digitally" but were are approaching the first opportunity for a radical new, encompassing and qualitatively different internet experience. To those not versed in the building blocks of data, open exchange, profiling, mobile, location-awareness and behavioural change, the new web will look like a form of 'magic'. This presentation takes us through this framework, from data to epiphenomenology and magic. I gave the presentation in Manchester, Brighton and London in February 2009. Here's the original intro blurb from Econsultancy.com: "Two years ago Ian Jindal called "downturn" in Manchester while reviewing the e-commerce prospects for 2007. This time, Ian will cover some developments that are more upbeat and which will gain traction a little sooner than two years. Fresh from one of the most tense peak seasons in our brief e-commerce history Ian will review the Christmas trading, the winners, losers and considerations for digital businesses in 2009. Ian will also develop a favourite theme of behavioural data and interaction to propose a model to consider, anticipate and exploit the phenomena that arise from new uses of data. Topics broached will include: · Christmas trading results - winners, losers and lessons for e-commerce in 2009 · Reprise of data, metadata and mashups - where did all the Web 2.0 promise go? · Discussion of the new economic models that could emerge from behavioural and "attention" metadata - the 'attention economy'? · A proposed model to consider and anticipate networked data interaction - phenomena and epiphenomena"

1. Digital Shorts
Manchester, February 2009
www.ianjindal.com
www.internetretailing.net
Tuesday, 3 February 2009

2. Digital Shorts
1.Context
2.Christmas
3.Social - shopping
4.Data
5.Phenomena
6.Future
Tuesday, 3 February 2009

3. 1. Context
Tuesday, 3 February 2009

4. 1. Context
Tuesday, 3 February 2009

5. 2. Christmas
Tuesday, 3 February 2009

6. 2. Christmas
• Boxing day busiest of year (down 5%
• £4.7bn online over Christmas: 14% YOY
YOY)
• November - highest YOY of 26%
• John Lewis Christmas day traffic - twelve
• Growth is slowing in ecommerce but still times higher than 2007
above offline
• PC World, Currys, Dixons - 30-40%
• eCommerce - 16% for H2 (IMRG)
increase (mainly large TVs)
• Offline - 0% for H2 (source: ONS)
• Christmas Day: 3.8m (14% down), but
sales 21% higher at £102m.
• Customers bargain-hunting
• Pre-Christmas sales and January started
immediately after last posting date!
Tuesday, 3 February 2009

7. 2. Christmas
118%
Product. Price. Promise
Tuesday, 3 February 2009

8. 2. Christmas
Discounting and vouchers
Canny interplay with retailer sales
Tuesday, 3 February 2009

9. 2. 2009?
Tuesday, 3 February 2009

10. 2. Christmas
2008 2009
Rising tide floats all boats Gaps in the market for those
with sharp elbows - and the will
to use them!
Growth Cash
Innovation ROI
Range Focus
Competitors Customers
PPC SEO and Conversion
Ebullient Ruthless
Tuesday, 3 February 2009

11. 3. Social
Tuesday, 3 February 2009

12. 3. Social
83.85% higher
conversion (20+
reviews)
• Reviews becoming standard
• User “stories”, not just ratings
• 78%: “customer recommendations
are the most credible form of
advertising” (Nielsen)
Tuesday, 3 February 2009

13. 3. Social
19% 81%
• Reviews becoming standard
• User “stories”, not just ratings
• 78%: “customer recommendations
• •
Top style-setters become “Mavens” Customers become sales-people
are the most credible form of
• Based on page views AND product • Social networks become retailers
advertising” (Nielsen)
clicks
• Co-shoppers as retailers (ThisNext)
Tuesday, 3 February 2009

14. 3. Social
• Configure all
panels,
materials,
colour
• Preview your
custom shoe
• nikeid.nike.com
Tuesday, 3 February 2009

15. 3. Social
• Configured
option
• Buy “your”
show
• Feedback to
Nike on
trends, colours
• May put into
production
Tuesday, 3 February 2009

16. 4. Data
Tuesday, 3 February 2009

17. 4. Data
• Data evolution
– accurate
– enriched
– meta
– actionable
– mashed
– semantic
– autonomous &
predictive
Tuesday, 3 February 2009

18. 4. Data
Hyperdata
Metadata
Data
Endodata
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

19. 4. Data
Hyperdata
Metadata
Data Business
analysis
Endodata
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

20. 4. Data
Hyperdata
Metadata
Data Business
Services
analysis
Endodata
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

21. 4. Data
Hyperdata
Metadata
Mashups
Data Business
Services
analysis
Endodata
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

22. 4. Data - metadata
★ Metadata
– Segmentation
and metadata for
increased
relevance.
– “Behaviour” is
useful metadata -
if you can capture
it - ‘ignore ratio’?
– Capture offline as
well as online -
warranties...
Tuesday, 3 February 2009

23. 4. Data - Mashup and metadata
★ Metadata
– New services
– Links to
commerce
Tuesday, 3 February 2009

24. 4. Data - modelling for the future
Tuesday, 3 February 2009

25. 4. Data
Hyperdata
Metadata
Mashups
Data Business
Services
analysis
Endodata
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

26. 4. Data
Hyperdata Web2.0
Metadata
Mashups
Data Business
Services
analysis
Endodata
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

27. 4. Data
Hyperdata Web2.0
Metadata
Mashups
Data Business
Services
analysis
Endodata
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

28. 4. Data
Hyperdata Web2.0 Social
Metadata Responsive and
self-configuring
Mashups
Data Business
Services
analysis
Endodata
Responsive;
‘agents’
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

29. 4. Data: personal and placeful and propagated
Tuesday, 3 February 2009

30. 4. Data
Hyperdata Web2.0 Social
APML
Metadata Responsive and
self-configuring
Mashups
Data Business
Services
analysis
Endodata
Responsive;
‘agents’
Hypodata Microformats
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

31. 4. Data
• “Doing” not
“viewing”
– Making Social
Networks
“transactional”
– You can “do”, not
just “view”
– From web to
desktop
– Web to web
Tuesday, 3 February 2009

32. 4. Data
– Google - hCard
format added to
Search results.
– One click to add
the result to your
address book.
– Could do the
same with
calendar items,
or
recommentations
Tuesday, 3 February 2009

33. 4. Data
– Attention Profiling Markup Language - www.apml.org
– Beyond ‘personal’: interchange and exchange value of behaviour
Tuesday, 3 February 2009

34. 4. Data
Show us some APML!!
Tuesday, 3 February 2009

35. 4. Data
Hyperdata Web2.0 Social
APML
Metadata Responsive and
self-configuring
Mashups
Data Business
Services
analysis
Endodata
Responsive;
‘agents’
Hypodata Microformats
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

36. 5. Data: When the network knows more than anyone
Tuesday, 3 February 2009

37. 5. Data
Hyperdata Web2.0 Social Network
Metadata
Responsive and
self-configuring
Mashups
Data Business
Services
analysis
Endodata
Responsive;
‘agents’
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

38. 5. Data
Hyperdata Web2.0 Social Network
Metadata
Responsive and
self-configuring
Mashups
Data Business
Services
analysis
Endodata
Responsive;
‘agents’
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

39. 5. Data
Hyperdata Web2.0 Social Network
Predictive
Metadata
Responsive and
self-configuring
Mashups
Data Business
Services
analysis
Endodata
Responsive;
‘agents’
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

40. 5. Data
Hyperdata Web2.0 Social Network Phenomena
Predictive
Metadata
Responsive and
self-configuring
Mashups
Data Business
Services
analysis
Endodata
Responsive;
‘agents’
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

41. 5. Data
Location, location, location (and mobile)
Tuesday, 3 February 2009

42. 5. Data: Hypodata?
Tuesday, 3 February 2009

43. 5. Data: Hypodata
Hyperdata Web2.0 Social Network Phenomena
“Brain Scanners can predict a Predictive
Metadata
decision up to 10 seconds Responsive and
self-configuring
before a person is aware of Mashups
Data Business
Services
analysis
making that decision”
Endodata
Responsive;
Nature Neuroscience, April 2008 ‘agents’
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

44. 6. Next?
Tuesday, 3 February 2009

45. 6. Next?
Hyperdata Web2.0 Social Network Phenomena
Predictive
Metadata
Responsive and
self-configuring
Mashups
Data Business
Services
analysis
Endodata
Responsive;
‘agents’
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

46. 6. Next?
Hyperdata Web2.0 Social Network Phenomena
Metadata
Data
Endodata
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

47. 6. Next?
Hyperdata Web2.0 Social Network Phenomena
Metadata
Data
Endodata
Hypodata
0 1 3 10 100 1000s+
Number of freely connected nodes where exchange cost is near zero
Tuesday, 3 February 2009

48. 6. Any sufficiently advanced technology is indistinguishable from magic
Tuesday, 3 February 2009

49. 6. Any sufficiently advanced technology is indistinguishable from magic
ESP?
Epiphenomena
Open Structured Data
Phenomena
Network
Social
Web 2.0
Business
Nodes
Tuesday, 3 February 2009

50. So?
Tuesday, 3 February 2009

51. So?
★ Customers - cynical, savvy, disloyal,
discriminating, demanding
★ Market - slowing, saturated,
competitive
★ Data - partial, expensive, not owned,
not exclusive, not understood entirely
★ Behaviour and Phenomena -
attention and money are limited; free
data and interact; plan services for
delight, relevance and utility
★ Entering a magic phase - web is
bigger than any one/thing. Again.
Tuesday, 3 February 2009

52. So what?
★ Proposition - value, clear, consistent -
must “ring true” in all dimensions and
times
★ Use don’t own - build on ‘free’
★ Invest in data - create, collect,
exchange, borrow, give, sell, rent...
combine ★ Standout - good time to achieve
distinctive and profitable position.
★ Time and place - every time, every
place, everywhere: selling and serving
by mobile in time and place
★ Plan to serve: customer service, not
‘self-serving’
Tuesday, 3 February 2009

53. Thank you
Digital Shorts
Manchester, February 2009
www.ianjindal.com
www.internetretailing.net
Tuesday, 3 February 2009