T-Systems - NOAH17 Berlin

AND THE FUTURE OF MARKETINGAND THE FUTURE OF MARKETING
SVEN KRÜGER
BERLIN 22 JUNI 2017
Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
BERLIN, 22. JUNI 2017

GET YOUR TICKET TODAY!
www.noah-conference.com
2-3
Tempodrom, BerlinOld Billingsgate, London
NOV2017 6-7 JUN2018
SAVE THE DATE

TODAY´S RIDE
★ STATE OF MARKETING
★ STATE OF AI
★ AI IN MARKETING TODAY
RECENT TARGET GROUPS FROM THE PAST★ RECENT TARGET GROUPS FROM THE PAST
★ TAKEOVER★ …TAKEOVER
★ THE END OF THE WORLD AS WE KNOW IT★ THE END OF THE WORLD AS WE KNOW IT

WHILE WE THINK…
TRENDS & TECHNOLOGIES IN DIGITAL MARKETING 2017TRENDS & TECHNOLOGIES IN DIGITAL MARKETING 2017

…AND EXPECT…
TRENDS & TECHNOLOGIES IN DIGITAL MARKETING 2017TRENDS & TECHNOLOGIES IN DIGITAL MARKETING 2017

…THINGS HAPPEN

DISRUPTION?

DIGITALISATION
© Deutsche Bahn AG

…IS JUST ONE ASPECT OF CHANGE
BANDWIDTH
MEMORY
SPEEDSPEED
COTECNANON
…
Photo: Courtesy of Google

SO ARE WE GETTING DISRUPTED?
AIAI
TECHNOLOGYMARKETING
FUTURE SOCIETY
Source: designboom
OR ARE WE JUST PERCEIVING CHANGE?

IMAGINE…
IMAGINE…
?!?!
THE CAR WOULD
REALLY KNOWREALLY KNOW
WHERE YOU WANT TO GO…

WHAT ARE WE TALKING ABOUT?
AIAI
TECHNOLOGYMARKETING
?
FUTURE SOCIETY

WHATEVER THE FUTURE WILL BRING?
AIAI
TECHNOLOGYMARKETING
FUTURE SOCIETY
??

THE CHANGE WILL BE MASSIVE!
AIAI
TECHNOLOGYMARKETING
FUTURE SOCIETY
Source: designboom

SOME 60 YEARS AGO:
(…) Every aspect of learning or any
th f t f i t lli iother feature of intelligence can in
principle be so precisely described,
that a machine can be made tothat a machine can be made to
simulate it.
An attempt will be made to find how S i d d t kAn attempt will be made to find how
to make machines use language, form abstractions and concepts,
solve kinds of problems now reserved for humans, an improve
Source: independent.co.uk
p , p
themselves. (…)
JOHN MCCARTHY, AUG. 1955

AI-MINDS - FEW OUT OF MANY
ALAN
Source: iography.com/people/alan-turing-9512017
NICK
BOSTROM
ALAN
TURING
S k il i t/ h tSource: kurzweilai.net/photos
RAY
KURZWEIL
Source: alchetron.com/Nick-Bostrom-189386-W
TIM URBAN
Source: heleo.com/tim-urban/

DIFFERENT KINDS OF INTELLIGENCE
Source: commons wikimedia org/wiki/File:Bibliothek Stuttgart 005 jpg
ASI ARTIFICIAL
SUPER
Source: commons.wikimedia.org/wiki/File:Bibliothek_Stuttgart_005.jpg
SUPER
INTELLIGENCE
RECURSIVE SELF IMPROVING
QUANTUM COMPUTING
AGI ARTIFICIAL
ANI
AGI GENERAL
INTELLIGENCE
ANI
ARTIFICIAL
NARROW
INTELLIGENCE

TIM URBAN:

TECHNOLOGICAL PROGRESS…
„05. APRIL 2017“
1970 1980 1990 2000 2010 2020 2030 2040
…IS EXPONENTIAL
…IS EXPONENTIAL

RAY KURZWEIL:
THESINGUULARITYISNEAR,118

HOW DOES IT WORK
ARTIFICIAL NEURAL
NETWORKS
GATHER DATA &
LEARN…
• ABOUT CONSUMERS
• FOR TARGETING
• FOR PERSONALIZING
CONTENT/OFFERINGS
• …

HOW COMPLEX CAN IT GET?
Input Layer Hidden Layer Output Layer

ANI - ON SMARTPHONES
Hm, the Second Coming wasn't exactlyHm, the Second Coming wasn t exactly
what I thought it would be like...

ALREADY IN USE: SEARCH

ALREADY IN USE: PROGRAMMATIC
TARGETING• TARGETING
• ATTRIBUTION
• A/B TESTING
RECURRING• RECURRING
NEURAL NETWORKS

ALREADY IN USE: CONTENT CURATION

ALREADY IN USE: CONTENT CREATION

ALREADY IN USE: MARKETING AUTOMATION
finance

COMING UP: UNDERSTANDING
TEXT SPEECHTEXT SPEECH
IMAGE FILM
„CAT“
Source: cs.ucf.edu/~oreifej/Action.html

..AND THE KILLER: CHATBOTS
DOMINO´S PIZZA
TACO BELL
PIZZA HUTPIZZA HUT
SEPHORASEPHORA
UBER
BANK OF
AMERICAAMERICA
NETFLIX
CONGSTAR, KABEL DEUTSCHLAND,
UNICEF, KASPERSKI, IKEA…

 RECENT TARGET GROUPS (FROM THE PAST)

CONSUMPTION & QUEST FOR MEANING
Premium quality smartphones tablets and notebooks arePremium quality smartphones, tablets, and notebooks are
most important status symbols and indispensable elements of
everyday life for more than 30% of young German adultseveryday life for more than 30% of young German adults.

REAL VS VIRTUAL
By 2020 German households will feature approx 6 devices
…
By 2020, German households will feature approx. 6 devices
and rising multi-device usage. Average monthly traffic per
household will increase to >100 GBhousehold will increase to >100 GB
Source: hypergridbusiness.com/wp-content/uploads/2014/05/Eon-Reality-iCube.jpg
Source: hypergridbusiness.com/wp content/uploads/2014/05/Eon Reality iCube.jpg

UBIQUITY AND IMMEDIACY
GETTING INFORMATION
#ANYONE #ANYTHING # ANYTIME #ANYWHERE #SELECTION #CHOICE #RELEVANCE #VALUE
GETTING INFORMATION
OFF THE INTERNET IS
LIKE TAKING A DRINKLIKE TAKING A DRINK
FROM A FIRE HYDRANT
(MITCHELL KAPOR)(MITCHELL KAPOR)

GENERATION Y
BORN BETWEEN 1980 2000BORN BETWEEN 1980 - 2000
Source: flickr.com/photos/x1brett/1472187414
Source: flickr.com/photos/x1brett/1472187414

GENERATION Z
BORN AFTER 2000 SCREENAGERSBORN AFTER 2000 - SCREENAGERS

NATURAL ENEMY

Y/Z MANTRAS
CONNECTIVITY
SPEED
IMMEDIACYIMMEDIACY
INSTANTANEOUSNESS
MOBILE
MULTI CHANNELMULTI-CHANNEL

Y/Z TRAITS
REALLY GROWN UP IN A DIGITAL AGE
WANT THINGS
..FAST
..NOW
WANT TO BE RECOGNIZED
WANT TO BE HELPED, NOT SOLD TO
…ARE NOT GOING TO BE SENDING LETTERS
…WATCH MORE YOUTUBE THAN TV
…USE APPS & SOCIAL MEDIA FOR CONTACT
AUTHENTIC & SIMPLE (UI)…AUTHENTIC & SIMPLE (UI)
…MUCH MORE INFORMAL
MUCH LESS RESPECTFUL OF HIERARCHY…MUCH LESS RESPECTFUL OF HIERARCHY
IMAGES
SNACK MEDIA
SNACK MEDIA

Y/Z LONGINGS
REALLY GROWN UP IN A DIGITAL AGE
WANT THINGS
..FAST
..NOW
WANT TO BE RECOGNIZED
WANT TO BE HELPED, NOT SOLD TO
…ARE NOT GOING TO BE SENDING LETTERS
…WATCH MORE YOUTUBE THAN TV
…USE APPS & SOCIAL MEDIA FOR CONTACT
AUTHENTIC & SIMPLE (UI)…AUTHENTIC & SIMPLE (UI)
…MUCH MORE INFORMAL
MUCH LESS RESPECTFUL OF HIERARCHY…MUCH LESS RESPECTFUL OF HIERARCHY
IMAGES
SNACK MEDIA
SNACK MEDIA

 ALEXA TAKEOVER
CORTANA
MM
NOW
SIRI
VIV
…

COMMERCE IS CONVERSATION

CUSTOMER INTERACTION
WILL BECOME A STRATEGIC FOCAL POINTWILL BECOME A STRATEGIC FOCAL POINT
CUSTOMER CONTACT
WILL BECOME A CORE BUSINESSWILL BECOME A CORE BUSINESS

ALL INTERACTIONS WILL START WITH A VIRTUAL ASSISTANT

ASSISTANTASSISTANT
SO C CO S S S
…
PERSONALIZED DEVICE INDEPENDANT 3RD PARTY ECO-SYSTEMS

WHICH ONE?
ALEXA SIRI M
NOW CORTANA VIVNOW CORTANA VIV

WHAT FOR:
SEARCH
TODAY
SEARCH
LOCATION INFO (MOVIES, RESTAURANTS…)
WEATHER
TRAFFICTRAFFIC,
ROUTES & TIMES
RANDOM INFORMATION
SHOPPINGSHOPPING
PAYMENT
…

TOMORROW…
Source: flickr.com/photos/arselectronica/21065443101

TOMORROW - SENSE, REACT, PREDICT
IOT & AI ENABLED
LIVING SERVICES
ENVIRONMENTSENVIRONMENTS
Source: shop.ftk.at/index.php/cPath/2_99

TOMORROW: REALTIME ANALYSIS
I E WHAT WE SAY +HOW WE SAY ITI.E. WHAT WE SAY +HOW WE SAY IT
Source: phonetik.uni-muenchen.de/studium/skripten/AP/APKap3.html
I.E. WHO WE ARE +HOW WE ARE
Source: Dr. Paul Ekman, University of California at San Francisco

WHAT ARE YOU LOOKING AT?
Von Original: lyzadangerAbgeleitetes Werk: Diliff - http://www.flickr.com/photos/lyza/49545547, CC BY-SA 2.0, https://commons.wikimedia.org/w/index.php?curid=1405631

 THE END OF THE WORLD - AS WE KNOW IT

AFRAID? MEDIA FUELS THE FIRE

UNEMPLOYMENT WILL RISE
MARKETING MANAGERMARKETING MANAGER
AI + ROBOTICS
5-10 YEARS 10 YEARS+NOW
UNSKILLED
WORKERS
MIDDLE-SKILLED
STRUCTURED TASKS
?
WORKERS STRUCTURED TASKS
BOOKKEEPER, TRAVEL AGENT, LEGAL AID, …

GOODBYE TRUCKERS
Source: daimler.com/innovation/autonomes-fahren/mercedes-benz-future-truck.html

GOODBYE TRUCKERS

WE NEED NEW CONTRACTS

WE NEED NEW CONTRACTS
FACE RECOGNITION &
PRIVACY
FACE RECOGNITION &
UBIQUITOUS SURVEILLANCE
FREEDOM
SPEECH &
MOVEMENT
ETHICS
RELIGION, IDEOLOGY,
SOCIETY
TRUST
INTERPRETATION OF
EVERYTHINGTRUST
WEALTH
EVERYTHING
INCOME? SHARING?
WEALTH
INCOME? SHARING?
OWNERSHIP?

WE ARE ALL GOING TO DIEWE ARE ALL GOING TO DIE
GO WITH THE FLOWGO WITH THE FLOW
IMMORTALITY VS EXTINCTION?

tl; dr?
Check:
1. ALL interactions will start with a virtual assistant -
ONE virtual assistant
1. Adapt fast for GenY&Z: If you can offer improved experience
at your touch points, do it as often as possible

SVEN KRÜGERSVEN KRÜGER
Chief Marketing Officer
De tsche Telekom T S stemsDeutsche Telekom, T-Systems
s.krueger@t-systems.com
svnkrgr.de

Selected Completed NOAH Transactions
Focus on Leading European Internet companies
Covering over 400 companies across 25 online
verticals, a broad range of over 500 investors
as well as 100+ online-focused corporates
Deep understanding of industry dynamics
Ability to add value beyond banking advice
Facilitates overall process and minimizes
management distraction
NOAH Advisors is globally well connected
and has direct access to virtually all key
players in the industry
Knowledge of and strong relationships with
potential buyers’ key decision makers
Proactively finds and unlocks attractive
investment opportunities for leading investors
Annual NOAH Conference in its 8th year
Over 40 years of combined relevant M&A
experience
Routine execution of M&A and financing
transactions with sizes of several billion euros
30 successfully completed NOAH Advisors
transactions underline successful transfer of
M&A competencies to the Internet sector
Entrepreneurial mind-set, focused on growing the
business and establishing a reputation for excellence
Ability to deliver top results in short time frames
Highly success-based compensation structures
align interests of clients and NOAH Advisors, and
demonstrate conviction to deliver top results
Creative deal solutions
December 2014
September 2014
October 2014
May 2014
Sale of 100% of
for $800m to
Exclusive Financial Advisor to
Fotolia and the Selling Shareholders
Sale of 100% of
for €80m to
Trovit and its Shareholders
Sale of controlling stake in
to
Facile.it and its Shareholders
sold 100% of
for $228m to a joint venture between
Exclusive Financial Advisor to Yad2
and its Shareholders
Unique Industry Know-How
Unmatched Network and Relationships
Strong Investment Banking Competence
Full Commitment - We Are Entrepreneurs!
EUROPE’S LEADING INTERNET
CORPORATE FINANCE BOUTIQUE
September 2016
December 2016 October 2016
May 2016
Investment in
by
Financial Advisor to Oakley Capital
10Bis and its Shareholders
®
Marco Rodzynek
Managing Director & Founder
marco.rodzynek@noah-advisors.com
Jan Brandes
Managing Director
jan.brandes@noah-advisors.com
Justus Lumpe
Managing Director
justus.lumpe@noah-advisors.com
The NOAH Advisors Core Banking Team
Nikhil Parmar
Director
nikhil.parmar@noah-advisors.com
10Bis
Acquisition of a Majority Stake in
by
from
at a valuation of €300m
Investment in
Exclusive Financial Advisor to KäuferPortal
and its Shareholders
by
84% Ownership
Financial Advisor to Silver Lake
Investment in
by

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