Digital Velocity London - What's The Future for Data Orchestration, Tealium Digital Strategy
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Tealium's Digital Strategy Team discuss the future of data orchestration.
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Digital Velocity London - What's The Future for Data Orchestration, Tealium Digital Strategy
- 2. © 2018 Tealium Inc. All rights reserved. | 2 WHAT’S THE FUTURE For Data Orchestration? A Digital Strategist’s Point of View.
- 3. © 2018 Tealium Inc. All rights reserved. | 3 WHAT’S THE FUTURE For Data Orchestration? A Digital Strategist’s Point of View.
- 4. Five key trends that will change the ways in which we use data.
- 5. © 2018 Tealium Inc. All rights reserved. | 5 Rebuildin g trust after GDPR Data Maturity Matters Machine Learning Gets Good
- 6. © 2018 Tealium Inc. All rights reserved. | 6 IOT is actually a thing The walls come down
- 7. © 2018 Tealium Inc. All rights reserved. | 7 Five key trends that will change the ways in which we use data. • Re-establishing Trust and Consent in a Post-GDPR World. • Data Maturity is the New Data Layer. • Machine Learning Starts to Deliver Real Results (thanks to the point above). • The Internet of Things Becomes an Actual Thing. • Build Bridges, Not Walls.
- 8. © 2018 Tealium Inc. All rights reserved. | 8 Re-establishing Consent & Trust in the Post-GDPR Era.How do you talk to a customer in a world where everyone knows the value of their own data?
- 12. © 2018 Tealium Inc. All rights reserved. | 12 Data Maturity is the New Data Layer. Now that consumers understand the value of data, brands have to come to terms with this too.
- 13. Understand A unified data supply chain Activate Single view achieved Define Who are they? Protect Governance in place Optimize A strategy in place Predict Use the data The Universal Data Maturity Model How far along are you?
- 16. © 2018 Tealium Inc. All rights reserved. | 16 Machine Learning Starts to Deliver Real Results. Thanks, in large part, to the advances in data maturity.
- 18. Algorithmic Machine Learning In everyday life
- 19. Supervised Machine Learning Humans show it results, other humans cross-check them
- 20. Unsupervised Machine Learning When the algorithm does its job well, but bad data spoils it
- 21. © 2018 Tealium Inc. All rights reserved. | 21 The Internet of Things Finally Becomes a Real Thing. It also becomes the most vulnerable part of the digital portfolio.
- 25. Customer Smart Home usage profile identifies High Energy User & Starter Kit Owner – Badges added in AudienceStream Intervention trigged to offer customer behavioural change and upsell opportunities Marketing Change Customer’s next visit to website will display next-step purchase products (window sensors, additional radiator valves) with messaging regarding reducing energy usage Behavioural Change Email offering home insulation, energy saving settings and product advice sent. Also includes product links for window sensors and additional radiator valves Smart home, smarter marketing? How behavioural change can be encouraged with data.
- 26. The number of cars with various levels of autonomy will grow to a total of 150 million vehicles by 2025
- 27. The cars are ready, but are we? Technology is easier than legislation and acceptance.
- 28. © 2018 Tealium Inc. All rights reserved. | 28 Build Bridges, Not Walls. The next frontier isn’t just cross-silo but cross-ecosystem.
- 30. Consumers want interconnectivity. Savvy brands are starting to open up their walled gardens in response.
- 31. Brands want the same thing. The freedom to choose your own vendors and suppliers.
- 32. What should you take away from this? Three pieces of advice for each trend.
- 33. Be upfront and honest. Don’t obfuscate, make it very easy to choose. Share choices across your ecosystem. Re-establishing Consent & Trust in the Post-GDPR Era.
- 34. Understand what quality data means for you. Data drives the strategy, not the other way around. Getting this right is what unlocks machine learning. Data Maturity is the new Data Layer.
- 35. Bad data is more harmful than no data. Humans alone can’t deliver true 1-2-1 marketing. It’s not a replacement, it’s an optimisation. Machine Learning Starts To Deliver Real Results.
- 36. Convenience is the new privacy – and consent. Behavioral data is the richest dataset of all. IoT won’t be a decentralized network, but a hub. The Internet of Things Becomes A Real Thing.
- 37. Flexibility sells to customers & corporations. Walled gardens also keep people out. After unlocking data silos, ecosystems are next. Build Bridges, Not Walls.
- 38. © 2018 Tealium Inc. All rights reserved. | 38 Thank you Khal Harris & Kirsten McLean
Notas del editor
- Use braking and tyre pressure data to let the user know their tyres may be due for a safety check and replacement, but also send a marketing email about improving fuel economy and safety by keeping tyres fully inflated and in good condition. Send an offer via a tyre partner which can be replaced at a Bosch service centre. Use the interior climate data from the car to match or override the climate settings at home, for example if it’s colder than usual and they put the heating on, turn the heaters up in advance at home if nobody else is on to ensure the house will be warm when they arrive, even if they leave earlier than usual.