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VIDEO

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Intel Confidential – NDA use only.
S . M . L . Xl .
All sizes of data matter
jayant murty – Director marketing, A
PACIFIC JAPAN

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Jayant has over 20 years of experience in building great brands and businesses across
the world. He has held various positions in brand and agency management and prior to
Intel, Jayant was Senior Vice President and head of the Bombay office (JWT/WPP
network), a full service creative and media agency. During his career Jayant has worked
across a wide range of categories from airlines, automobiles and consumer electronics to
banking, retail and fashion. He has a reputation for challenging the status quo and is
passionate about AI, robotics, design thinking and maker movements.
He helped put Intel in the Top 10 Socially admired and loved brands in the world. He is a
regular speaker on innovation & creativity at Ad Tech, Festival of Media, Marketing
Matters, WPP Stream, NYT and Economist conferences, CDX Forum, Media 360 Asia,
Campaign Magazine’s conferences to name a few.
In 2012 he was nominated to the Digital 25 by the Producers Guild of America and in 2016
to the A-List that honors the most powerful people in the media business in Asia. He
serves on several juries for digital and media awards and the work he has been
associated with over the years have won many awards including several Cannes Gold,
One Show, Grand Clio, D&AD, Spikes, FWA , Effie's to name a few

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Placeholder Footer Copy / BU Logo or Name Goes Here
Why now?

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Intel Core
i5
The attack of the exponentials. We are
drowning in data
Just 25 self-driving cars would create as much data in one year
as the entire written works of mankind

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Placeholder Footer Copy / BU Logo or Name Goes Here
Exactly a year ago ..

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The kentucky
derby- May 8th
2016

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Artificial Intelligence Turns $20 into
$11,000
VIDEO

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It is not algorithms. It is deep learning VIDEO

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Job replacement is not fiction. It is real
By 2025, up to a quarter,
of jobs will be replaced by
either smart software
or robots
BOSTON CONSULTING
GROUP

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This factory, aims to reduce
the current workforce of
1,800 by 90%, according to
Chen Zingui, chairman of
the board.
IN THE PLACES YOU DONT EXPECT. FOR
THE REASONS YOU LEAST EXPECT

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The future is here
it is just not evenly
distributed
AND NO INDUSTRY IS BEYOND IT

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VIDEO

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50%
90% ACCURACY – big data beats the best
doctors

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I’m either going
to be one of the first
to be able to
outrun a cancer like
this, or I’m going to
be one of the last
to die from it.”
And the holy grail – extending human life

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The tesla value exchange is data

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And data is going to impact recalls and
lawsuits forever

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8.5x 34x
But what do we know about tesla drivers?

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Data has to impact how you run your
business

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Making personalized
recommendation for customers
Anticipate the future
performance of employees
Forecasting long term
customer loyalty
Rating the credit risk of loan
applicants
AND SIGNIFICANTLY INCREASE THE
REWARD AT A MUCH LOWER RISK

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V
S.
UNANSWERED CALLS
MULTIPLE APPLICATIONS FROM
SAME WI-FI HOT SPOT
SAME APPLICANT FROM TWO
DIFFERENT PHONES
BORROW IN ONE CITY AND
SPEND IN ANOTHER
30,00O LOAN APPLICATIONS A DAY. TO
PEOPLE UNDER 30 YRS

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$1 Trillion: but we are not equal

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Data is the consumer weapon to beat the
system

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you will save enough to buy
that new 2 in 1

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2500000 55,000
Revenue maximization with algorithmic
pricing strategies

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And the big servers are allowing for it
20-30x 30-40x

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FORECASTING. YIELD & EXPENSE MANGEMENT.
CUSTOMER DELIGHT. MARKETING EFFECTIVENESS
Managing perishable commodities

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and driving impact with very small data

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Designing the guest experience
today requires thinking
through the entire travel process

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From check-in to check-out – one customer
view across departments

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Pull media is being slowly and steadily
being replaced by push media -
Information, status updates, photos of your
friends, cat videos, news…
They come at you. They find
you….And the media that
don’t are hardly found at all

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Driving loyalty with deep customer data

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And data transparency is a whole new idea
EVERLANE
Buy Less Buy Better
As a business we appreciate holiday shopping
but we feel the excess around Black Friday has
put the focus on quantity over quality
Because we want to help people consume
less by creating fewer longer lasting
products, we decided to shut down the site
today
Have a wonderful holiday and we
will be back tomorrow

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IS THERE A PERFECT HOME…

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…THERE COULD BE A PERFECT HOME by
analyzing data
VIDEO

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WHO WANTS TO BE A
MILLIONAIRRE
EVEN CONSUMERS USE BIGGER DATA
FOR REVENUE MAXIMIZATION
LIFE LINES
50/50 – 50%
Phone a Friend – 65%
Poll Audience – 91%

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Data is the Voice of the Customer,
Data Science is the Interpretation of
that Voice

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MAKE IT WORK FOR THE PEOPLE THAT
LIVE ON THE PLANET

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Data & human insight
MAKES FOR A
powerful combination

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WHAT’S YOUR FAVORITE PIE?

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See different See new See better
IT IS NOT ABOUT SEEING MORE

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Like Pepsi more than Coke Believe in UFO, Check FB constantly, Small town
Read Wired magazine Prefer redheads
Use fake ID Have been, teacher coach or mentor
Use Mac Dancer
USE IPHONE TIP GENEROUSLY
Use Android Be female
DOG PERSON
WATCH SEINFELD AND NOT X
FILES
Like the Cookie Monster Believe in life after death
Like Pulp in your Orange juice Cross street against the light
Foodie Fear dentists
SPEAK MORE THAN 4
TV IS SMALLER THAN 42”
If you : Then you are more likely to:
Big data means – “don’t start with a hypotheses”

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CUSTOMER CENTRICITY makes SMALL
DATA meaningful

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What work arounds
have people invented
Do you have job that
needs to be done
Where do you see
non consumption
THERE IS as MUCH TO LEARn FROM
buyers as prospects
What tasks do people
want to avoid
What surprising uses have customers
invented for existing products

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SO WHAT jobs are people trying to get done
while BUYING AN APARTMENT

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Do you have job that
needs to be done
What work around
have people invented
What tasks do people
want to avoid
What surprising uses have
customers invented for
existing products
SMALL DATA OFTEN
LEADS TO INNOVATION

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HOW CAN DRUNKEN DRIVING BE TO
YOUR ADVANTAGE?

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BY LOOKING AT DATA THAT MATTERS

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AND TURN THAT IN TO REVENUE EVERY
NIGHT

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AND increase THE REVENUE OF YOUR
PARTNERS

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YES
SO WHAT IS SHOPPING?
Shopping is about making decisions
should I get insurance? should I buy a
jacket for the interview? should I get
braces? should I take that class?

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CHOICE CRIPPLES YOU

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30% 3%
6
24
AND HAS IMPACT ON REVENUES

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3913639136
MORE CHOICE CRIPPLES EVEN MORE...

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...IF YOU DON’T use data to provide
SHOPPING ASSISTANCE

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There is no greater objective than customer
obsession
“To invent you have to experiment, and if
you know in advance that it's going to
work, it's not an experiment.”
-Jeff Bezos, Amazon
“We're not competitor obsessed. We
start with the customer and we work
backwards.”

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PERSONALIZ
E
IT IS ABOUT ME. WHAT CAN YOU DO
FOR ME?
KNOW
RECOMM
END

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The aspiration that every retailer should
have
PUSHING THE LIMITS OF
AVAILABLE TECHNOLOGY
AND INFRASTRUCTURE IN
ABSOLUTE SERVICE OF
THE INDIVIDUAL
CUSTOMER

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Technology is not the laggard. Businesses
are
TECHNOLOGY HAS PROGRESSED FAR FASTER THAN BUSINESS AND MARKETING’S
ABILITY TO REDEFINE ITSELF AROUND A PERSONALIZED DELIVERY
Iles Pavey. Chief scientist - Dunnhumby

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Of retail executives say consumers
are increasingly demanding a
personalized approach to shopping
online and in store
-Drapers & Retail Week Personalization Report
March 2016
We know it

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VIDEO

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Drive personalization data to increase
consideration

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Drive personalization data to increase
conversion

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VIDEO

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And finally personalization to change your
revenue model

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Cost of device:
£470
Box of 28
capsules:
£22 - £29
30ml pot of serum:
£16 - £20
And finally personalization to change your
revenue model

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FOR
YOU
FOR
SALE

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Intel Confidential – NDA use only.
Eliminating friction through
intelligence -
real and artificial

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ONE CLICK I NO CLICK I HANDS FREE

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AND THE pain for all RETAILERS -
ABANDONMENT

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ELIMINATING THE SHOPPING CART

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Eliminate FRICTION WITH REAL TIME
INTERACTIVITY

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50
%
of search queries will be
speech or image by 2019
Andres Ng, Baidu
60,0
00x
Visuals are processed 60,000X
faster in the brain than text
3M Corporation, 2001
AND THAT INTERACTIVITY will have to
be on the USER’S TERMS

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i
Even banking is being driven by voice

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MISSING THIS TREND COULD HAVE BIG
LONG TERM EFFECTS

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Where are you In the journey?
Do you know who
visited you store
today?
How well do you
know them?
Do you know why
they bought?
Do you know why
they did not buy?
NOW WHAT WILL YOU DO ABOUT IT?
THIS IS THE BEGINNING OF BEING A DATA COMPANY

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In-store cameras- video analytics for
revenue maximization
Study the heat maps
What parts of the store gets the most
traffic?
Are there some products that are more
eye stopping that others?
Did they walk past it or did they engage
on the keyboard/screen?
What software did they use

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WhatsApp and wechat to befriend
customers
Always find an excuse to get it
Serve them. Don’t spam them
Get to know them better
Let them know when their favorite
product is in-store
Let them know when it is available at a
lower price
And through reco engines offer them
products that may interest them
Connect straight to commerce

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Instant Mobile display for closing the sale
Past purchase record
Past interest record
Past interaction record
Any thing interesting / specific about the
person from
LinkedIn I Facebook I Instagram
…That allows your sales person to have
an engaging conversation and SELL

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From purchase record identify their
preferences / passions
Game controllers  Gaming PC
DSLR Camera  Hi Performance
Notebook with s/w preloaded
Fashionable phone covers – thin, light
sexy electronics
Deep personalization online. Partial
personalization offline

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In-store customization
Turn by Turn navigation
Take me to a product
Take me
- Only to ‘editors picks’
- Only to highest rated products
- Only to products on markdowns
- Only to products that my friends
have bought
View in-store inventory

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Use the sales data to shelve and display
Look at product reviews to ensure that
“Best review” products have premium
spaces/hot spots
Dynamically price “Poor review products”
modular architecture for revenue
optimization

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Start with any category
Encourage people to use the Bots before
they come to the store
Fun conversational style puts them at
ease compared to an ad or a sales pitch
Narrow the choice to 2 with BOTS
Narrow the choice to 1 with the in-store
sales advisor
Connect straight to commerce
Make choosing and buying easy with bots

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Browse at home to indicate preferences
Push notifications to your phone
in-store
In-store recommendations points you to
products that meet your need
Browsing behavior should drive your
supply chain decisions
Time spent on pages of your web site can
drive pricing decisions
Buy anywhere – return anywhere
Make online to offline seamless

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DATA & A.I WILL REVOLUTIONIZE MARKETING + BUSINESS
TESTING, LEARNING, ACTING WILL BE REAL TIME, ALL THE TIME
MAKE SHOPPING UBIQUITOUS, SEAMLESS, FRICTIONLESS
SURIVIVAL HINGES ON HAVING A DATA SCIENCE MIND SET
FOCUS ON PERSONALIZATION FOR REVENUE AND PROFITS
summary

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Jay Walker, TEDMED
“Every powerful tool has a dark side. Every
last one. Anything that is going to change the
world by definition has to be able to change it
for the worse as well as for the better. It
doesn't work one way without the other.”
In closing