© 2009 Forrester Research, Inc. Reproduction Prohibited
Sense, Think, Act – moving towards 2015
Anthony Mullen, Senior Analyst
17th May, 2012
@ant_mull
• 1.5 hours travel time • 15 mins standing still • 60 miles – heading South • From Commuter Belt -> Urban • 8 postcode areas • 2000 steps • Inside 2 shops, outside 150 shops • 3 trains • 300 billboards • 4 swipes
but the Digital and Physical are mostly u n c o n n e c t e d
…..across physical and digital
A future-proof framework for Intelligent Marketing Agents
Sensing Direct & Indirect
Emotional
Social
Environmental
External
Past Present
Future Volume view Value view Present
Past Future
Interaction
Sensing : from Segments to Individuals and Groups
Sensing from the environment isn’t just a numbers game
3D chips
Hyper accurate location
Indoor Maps
Private & Public Smart Objects
Local Social
Always on Augmented Reality
PHYSICAL
DIGITAL
pre 2009
2009 -2011
2012 - 2014
2015+
Covert
Advertising – no
real public
awareness
Maturing
Public
Awareness
Legislation &
Privacy 2.0
Greater
Automation &
Transparency
The Privacy Debate is the trade for always-on data
More accurate and plentiful data is nothing
without intelligence
Alan Turing – born June 1912
Natural Language / Text Analytics
Training and Simulation
Incremental Learning
Machine created content.
+ Simulex
The Sensing
Analytics Space is fragmented
But some are working on the
whole environment
Sensing - Video Analytics
Investment Returns
Move Towards
• Real time sensing, thinking and acting • Richer social and environmental dynamics
• Give consumers control - be transparent • Identify the holes in your digital/physical view • Move intelligence in house • Adopt Agile innovation practises
By Doing
Advertising
Marketing
Hidden
Campaigns 2015
© 2009 Forrester Research, Inc. Reproduction Prohibited
Thank you
Anthony Mullen
+44 (0) 20 7323 7733
@ant_mull
www.forrester.com
Recommended
