the web revolution: data, design & driving results

THE WEB REVOLUTION:DATA, DESIGN & DRIVING RESULTSJohn SimpsonDirector of Sales

The Start of Web Marketing

If You Build It…

…They Will Come

Clicks and Mortar

Dot-Com Boom

Early Web 2.0: Collective Intelligence

“I think the vision of the Internet as a democratizing medium.. as everyone's printing press.. is real. We got distracted from that by the mass hallucinations of the bubble.”

Craig Newmark,Founder of Craigslist

Redefining Collective Intelligence

The Rise of “Real-Time”

Data as Intel

Web Meets World

The Internet of Things

“The Web as I envisaged it, we have not seen it yet. The future is still so much bigger than the past.”

-Tim Berners-Lee

Your Anonymity

Lost Anonymity – Big Picture

On a personal level, the benefits of participation will far outweigh the costs. 1.The number of data points you have on

your clients is going to grow exponentially, targeting will become more precise and you will have more

feedback than ever before. 2.

The Value Exchange – A Short Test

How many of us would allow our internet service provider to track data about the sites we visit?

In exchange for FREE internet service?

The Value Exchange – A Short Test

How many of us would allow our cell phone

provider to track data

about where we are?

In exchange for FREE cell phone service?

The Value Exchange – A Short Test

How many of us would allow

both the cell phone and

internet provider to track data?

If we got

PAID?

Like it or not, your anonymity has a price!

My price? Free email with no space limitation.

Still Don’t Believe Me?

Its Already Happening – Personalized News Discovery

Where the Value is – Law Firms Tip-Toeing into Personalization

Where the Value is

“In short: Websites are gaining the ability to decide whether or not you'd be a good customer, before you tell them a single thing about yourself.”

“The findings offer an early glimpse of a new, personalized Internet where sites have the ability to adjust many things—look, content, prices—based on the kind of person they think you are. - WSJ

Your Anonymity

RFPs!

Death to the RFP – Big Picture

Asynchronous information problem minimized1.

The internet moves beyond referring links/traffic to referring meaningful data

across sites.2.

What Does “Magic Circle Law Firm” mean to a computer?

Rabbit out of a hat, or Magic Johnson

Geometric Shape

Scales of justice, case law, gavel

The opposite of soft, a Tom Cruise movie

Non-Normalized Data can be Queried!

Non-Normalized Data can be Queried!

Will our services ever be offered on Froogle?

The Semantic Web – Making Sense of the Data

Microformats are a simple technology that enables computers to better understand web

pages.

The Semantic Web – Making Sense of the Data

The Semantic Web – Making Sense of the Data

Facebook’s Open Graph – A Revolution?!

“But beyond that, those same lines of code are driving a powerful and

fundamental transition underneath the pages themselves: transforming them from the bits and bytes of HTML code,

text, and images into much-needed, and much sought-after, meaning. In

essence, Facebook is taking these enhancements and initiating the first

major advance in deciphering the Internet since the hyperlink itself.”

- Ben Elowitz, CEO, Wetpaint

Facebook’s Open Graph

IMDB tells Facebook that “the Rock” is not

a geological phenomenon, but a

movie

Facebook profiles you (age, location, friends, sex,

status, education) with the “the Rock”.

Advertisers pay to market to these profiles on Facebook,

and other sites.

Facebook’s Open Graph – A Marketers Dream?

Your Anonymity

RFPs!

The Web Page

Death of the Web Page – Big Picture

Content, Content, Content. 1.Web experiences will become much

richer, ushering a new level of design innovation2.

The Death of the Web Page?

In the future, its less about the web site URL, and more about the content

Broadband connections will have profound effects

The Rise of Content Marketing

Content marketing products frequently take the form of custom magazines, print or online newsletters, digital content, websites or micro sites, white papers, webcasts/webinars, podcasts, video portals or series, in-person roadshows, roundtables, interactive online, email, events

The term “content engineer” is being used[2] to describe a new breed of marketer who creates, optimizes, and distributes the different types of content required to engage customers on the social web, based on the data of many analysis tools.”

“content engineer”

The Rise of Content Marketing

“Like it or not, you are a publisher” – Brain Traffic

LawFirm.com Content, Served Directly to In-House KM!

Implications for Design

Implications for Design

Web sites perform and look like apps. Gone is the need to serially click through the a web sites pages.

Implications for Design

Implications for Design

Your Anonymity

RFPs!

The Web Page

Reality as you know it

Absolute Reality? Big Picture

The ability to layer data upon our reality, will create enormous marketing

opportunities.1.Exposure to your brand will happen

faster than ever before.2.

Augmented Reality, Circa 2002

Augmented Reality That We Can Relate To

Augmented reality has been used in

sports for almost a decade.

The Reality of Augmented Reality

20112002

Augmented Reality - Why is This Important?

“Layar is an application that overlays your view of the real world with

waypoints representing your favorite coffee place, the movie theatre you're trying to find, or in this case, where some of that $787 billion from the

American Recovery and Reinvestment Act is going.”

Augmented Reality - Why is This Important?

DATA REALITY

+

Augmented Reality - Why is This Important?

Phew!

Your Anonymity

RFPs!

The Web Page

Reality as you know it

Monopoly of the internet by humans and their computers

Monopoly - Big Picture

As more “things” attach to the Internet itself will become “intelligent”1.

The Internet will actually alter human intelligence.2.

Internet of Things

Internet of Things

Nike Marketing Via “Internet of Things”

“By registering for the race with nikeplus.com runners can simply run from their home, track their run with a Nike + iPod nano sport kit, iPod

touch, iPhone or Nike+ SportBand…

The Last Frontier – Modeling Intelligence

“With literally billions of sensors connected to the

Internet, our ability to gather massive amounts of

data has never been greater. With the right filtering and analytics,

people across all disciplines will turn this data into new knowledge

and wisdom that will change our lives for the

better.”-Dave Evans, Chief Futurist,

Cisco

Internet

Less memorization and storage

New literacy, e.g. screen literacy

Cognitive competitive advantage favors Reading, writing, arithmetic and retrieval will become key, as

people who can find [information] fastest and make sense of it will be at a marked advantage over those who struggle to find information and have

less capacity to synthesize and organize this wealth of data that we

have

- Adapted from interview with Lew Rainie, Pew Research

Your Anonymity

RFPs!

The Web Page

Reality as you know it

Monopoly of the internet by humans and their computers

Parting Thoughts

“(the) real opportunity lies in developing the capability to do something with the data”

“(the creation of strategic data assets and business processes is) one of the last remaining points of differentiation”

- Tom Davenport, Author “Analytics at Work”