loyalty world
TRANSCRIPT
tonyfish [email protected], entrepreneur and author
Connecting the dots….
Source http://www.mydigitalfootprint.com
Nov ‘11
Framing:
mobile : digital : loyalty
“I was wrong”Profit is secondary
“If we do not make opinions clear, we will simply find confirmatory facts. …..
No one has ever failed to find the facts they are looking for."
Stuff that Costs money
Stuff that has to be bigger
strategyconsulting
trivia disruption
Stuff that money cannot buy
Love
Presents for your wife
Networking
Faith
Here’s the issue…
customerS
pend
ing
cash
As
the
prod
uct
loyalty
cost
reward
marketing
BRANDvalues
experience
Switching costs
comparison
Retain margin
pricing
position
data
analysis
steer
Market pressures….
Mobile makes it easy to swop, compare and reduces barriers…..
Conflict between driving cost out and bringing in more engagement.
Intangible
Active(explicit
give data)
FacebookTargeting
Loyalty card Amazon
Benefit to data providerTangible
Passive(impliedindirect)
PersonalDataPoints
FREE “items”
We all need data
Internet and beliefs
intelligence
an
aly
sis
personalisation
passive activity
what we do
what the web does
The Internet needs you!
web services
and value
creation of content
consumption of content
data store
analysis
Symbiotic Relationship Web business depend on consumer data
Data
business consumer
dig
ital
dat
a tr
ade
Signal
Spike
Pulse
Wave
Trend
Actual User Data
Actual User Data
Actual User Data
“The Business”
The User
Direct feedback
In Direct feedback
two sided digital business
friendssocial
norms
Why is mobile so important?
on this screen
in this earpiece
consume createionx
content
where
time
intent
direction
who
10 unique benefits of mobile
…. the first personal mass media…. is permanently carried…. is always on…. has a built-in payment mechanism…. is available at the point of creative inspiration…. has the most accurate audience measurement.… captures the social context of media consumption…. allows augmented reality to be used in media…. offers a digital interface to the real world…. touch made computing human
http://www.tomiahonen.com/
PersonalData
Personal branding
ME
SOCIAL
DIGITAL
Private
Social influenceSocial capital
Algorithmic authority
Pattern recognition
Digital audit
Social branding
Social filters
Validation
Behavioural DNA
Signals
Behavioural signals
Social intelligence
Context
Reputation
Status Intent
Barter
Profiling
Digital footprint
Pulse Waves
Location
Preferences
Social graph
Interest graph
Questions
How is All Data and My Data related?
Do you believe that everyone has the same opinion as you?
6 models for ALL DATA and My DATA
The Righteous model The Visionary model The Idealistic model
The Evolution model The Private model The replication model
Questions
How are My Data and Identity related?
Do you believe that everyone has the same opinion as you?
The 5 models of My Data and Identity
The Related model The Inseparable model
The Subset model The GreaterThan modelThe Multiple Me model
Questions
How is My Data and My Rights related?
Do you believe that everyone has the same opinion as you?
The 4 models of My Data and Rights
The Extension model The Control model
The Right model The Real model
A Two Sided Digital Business Model where your Privacy will be someone else's business !
Tony Fish Oct 2009
Free on lineFree PDFKindlePrint
How I react to analysis of my data
How my social group in influenced by the analysis of my data
Data embedded in my content and
interactions
Data embedded in my content and
interactions
Data embedded in my social
networks content and interactions
with me
Data embedded in my social
networks content and interactions
with me
What I say about myself
What I say about myself
What others say about
me
What others say about
me
What the analysis says about
What the analysis says about
What the analysis says about me in my social context
What the analysis says about me in my social context
What is a digital footprint?
Can you control it?
Purchasebehaviour
Payment experience
settlement
Screenexperience
DeviceSoftwareNetworkBillingAccessSetupApplicationsMemory
WhenWhen InfluenceTimeLocationNeedPressureUrgencyContext“place”Touch
CardWalletBalanceCreditHistoryCashMachineLocationTechnology
CardBankReceiptsEtherClearing
What data for - Loyalty?- Rewards?
Who creates identity?
– not me
• government • education • parents• family and friends• influencers, filters and those I follow • news• Bias and experience • beliefs that I like • my behaviour, habits, routes and routines
So who creates identity? : no one
an identity doesn’t create value
Source: My Digital Footprint http://www.mydigitalfootprint.com/
physical mebehavioural me
claims and history me
DNA
finger print
iris scan
medical recordsacademic achievements
professional achievements
images
photos
voiceeye colour
hair colour
height
home addresses
brands
events
bank and credit
patterns
routesroutines
activity
Social me
cost value
from others
from me
usage
blogs tweets
habits
friends
likes
comments
attention
preferences
links
blogs
friends likes
comments
links video
tagsofficial documents video
photos
Google doesn't want your identity – it wants the data that gives you identity
trigger(spike)
reflection(pulse)
refinement(wave)
stable(signal)
reputation
influence
authority
relevancy
preference
credibility
trust
reach
If money (a currency) is a token that must be .....
• a currency (token) should be Durable, Transferrable, Exchangeable, Recognised, Divisible, Accessible, Standardised, Difficult to forge/ counterfeit, Valued, Available, cannot be Created by everyone;
• Should your reputation, influence or attention be exchangeable for goods and services - probably, but how should they be valued?
Memory of a previous exchangeStore of some valueMedium of exchangeMeasure of value
•then reputation, influence, and attention cannot be a currency.....
Shades of data abuse
acceptable unacceptable
TRAITSOpen
TransparentKnownTrusted
Value addEngaging
TRAITSClosedSecret
UnknownUn-trusted
Value destroyingFraud/ theft
bliss annoying creepy disturbing unethical
@kevinmarks
@tonyfish this is a load of ****!
@tonyfish less disruption, show me the evidence
take away’s
Don’t assume
Market is completely open
A mobile strategy is not an iApp
Can the digital you be owned?
Do you know the influencer
“Trust” could be the problem
It is about owning feedback
Match the standards
It what you do with it that matters
Disruption is free - strategy is complex and expensive
Data is a commodity & ownership is unimportant. Value will be retained by
those who own the feedback loop, who can get deep & dirty in the
transformation of data to create value & can marry complexity with uncertainty
In the new kingdom, loyalty is dead, privacy is a setting, trust is the
challenger, the princes’ are brands, the princesses are simplicity, attention is
queen and data is king.
