ciceron mba- innovation jam 2

Moderator

Andrew EklundFounder & CEO

Ashley EvensonDigital Media Strategist

What Is Programmatic?

DEFINITION

Programmatic is the automation of manual media buying and selling decisions and processes, enhanced through data

How It Works: Chaotic

How It Works: Simplified Step 1: Advertiser Site

How It Works: Simplified Step 2: Website and Facebook

FASTEST GROWING ONLINE AD STRATEGY!

Why Programmatic?

KEY BENEFITS

üOPTIMIZED ROIüGRANULAR TARGETINGüCAMPAIGN ANALYTICSüQUICK AND EFFICIENTüREAL-TIME

OPTIMIZATIONüINCREASED ACCURACY

MULTI-CHANNEL

üDISPLAYüVIDEOüMOBILEüSOCIALüEMAILüADDRESS

-ABLE TV

Why Programmatic?

Programmatic CreativeDELIVER RELEVANT ADS TO RELEVANT USERS

Female

Afternoon

San Francisco

Pet Lover

Sunny

To be personalized and relevant

In a Relationship

WeekendAfternoon

Pet Lover

To be personalized and relevant

In a Relationship

Weekday

New York

Cloudy

Female

Programmatic: Hot Topics

KEY BENEFITS

üReal-Time-Guarantee (RTG)üProgrammatic AudioüProgrammatic Snap Chat üProgrammatic TVüHeading BiddingüTV Ad Sync

Back To The Chaos: What To Do

FIND A PARTNER THAT UNDERSTANDS THE CHAOS

üUnderstands 360 view of the chaotic landscape (from advertiser to publisher)

üAgile to test new innovations in programmaticüJust not programmatic traders but ad strategist/technologist üUnderstands audience and conversion data to tell a meaningful storyüDeep understanding of pixels and site technologies

Justin GrammensFounder

What Is the IoT?

• Formal: The Internet of Things (IoT) is the network of physical objects or "things" embedded with electronics, software, sensors, and network connectivity, which enables these objects to collect and exchange data.

• Practical: Anything can be connected and communicate in an intelligent fashion. In other words, with the Internet of Things, the physical world is becoming one big information system.

Jason Silva - Shots of Awe

Why Now?

• Major technology convergence occurring

• Cheap hardware and low cost of networks

• Use of 3D printers for low volume runs

• Low cost cloud infrastructure

• Consumers appetite to track things

• Standards emerging - BLE, NFC, Zigbee

• Ubiquity of mobile devices for data access

Customers don’t buy the Internet of Things.

Customers buy a solution to a specific problem.

Connected Car Seat

PressureSensors

BLE / WiFi / Cellular Modules

Mobile app

TemperatureSensor

Clasp Sensor

CPU & Storage

Car Seat - Customer Advantage

• Alerted if baby is left in a hot car = Safety

• Baby too heavy or seat is too old = Safety

• Informed if there is a recall on parts = Warranty

• Mailed replacement parts (if needed) = Service

• Mobile app for alerts and updates = Personalization

• Buckle is not secure or incorrectly used = Training

Manufactures don’t build the Internet of Things.

They try to build the bestthing.

Car Seat - Manufacturer Advantage

• Understanding customer usage patterns = Visibility

• Where seats are being used = Visibility

• Environmental usage conditions for seats = Feedback

• Connect to the customer via mobile app = Feedback

• Offer a new seat as the child grows = Reach

• See opportunity in new markets or products = Future

Connected Product Features

value

Consumer

Manufacturer

Ideally, looking for features that satisfy both

Data Is Gold

• Advertisers are willing to pay $0.50 per 1,000 people for general information such as age, gender and location.

• Jumps to $2.11 per 1,000 people (300%) when you know something specific they are shopping for like a car or vacation.

• Highly personal data, like knowing a woman is in her second trimester of pregnancy is worth $110 per 1,000 people (10,000%)

Source: Financial Times

Minnesota IoT Successes

$700,000 in seed fundingSelected into Microsoft Ventures Accelerator

Minnesota IoT Successes

Winner of 2014 Minnesota Cup Competition

$116,00 Raised on Kickstarter

Minnesota IoT Successes

2015 MN Cup FinalistRaised $300,000

Minnesota IoT Successes

Final Thought • Driverless elevator invented in 1900

• Public hated it & some people died

• Elevator driver strike in NYC in 1945

• Industry convinced public through ads and a stop button it was safe

• Not just the technology - must provide user control and choice

• Brand marketing and perception are key

• You need multiple experts to build solutions for the Internet of Things

Join the IoT CommunityNon-profit with monthly meetups, hackathons and conferenceshttp://iotfuse.com

Justin Grammensjustin@recursiveawesome.com

Free weekly publication of articles on the Internet of Thingshttp://iotweeklynews.com

Kent StrandManaging Partner

Strategy

Innovation

Journeys

The leading professional services firm in the Internet of Things space in Minneapolis.

Accredent has become successful by helping clients be successful with the Internet of Things Strategy, Innovation, Market Engagement and Customer Journeys.

Clients include large corporations, and emerging technology companies.

We are headquartered in Minneapolis, and serve clients near and far.

© 2016 Accredent, LLC – use with permission only

Accredent is focused on the business of Internet of Things

© 2016 Accredent, LLC – use with permission only

Internet of Things makes clear that digital technology is no longer just another tool. It has become the foundation of an entirely new way of doing business, as well as giving rise to entirely new businesses.

- Michael Porter, Harvard Business School

Internet of ThingsThe Basis for the Modern Customer Journey

Proximity Marketing.The killer app for

the Internet of Things?

© 2016 Accredent, LLC – use with permission only

Transforms the Customer Experience

© 2016 Accredent, LLC – use with permission only

© 2016 Accredent, LLC – use with permission only

Allows Adaptive Messaging

© 2016 Accredent, LLC – use with permission only

© 2016 Accredent, LLC – use with permission only

Proximity Marketing with Beacons: Connected Marketing

Reactive - Event Driven- Here & Now- Alerting- Time Series Data

Proactive - Scenario Driven- Initiated Engagement- Actionable Response- Relationship Data

Data Analytics

© 2016 Accredent, LLC – use with permission only

Proximity Marketing with Beacons: Technology Elements

Sensor Device Platform Application

© 2016 Accredent, LLC – use with permission only

Proximity Marketing with Beacons: Campaign Framework

Customer Value Business Value

Campaign Value Clear Value Proposition

© 2016 Accredent, LLC – use with permission only

© 2016 Accredent, LLC – use with permission only

Internet of Everything Customer Experience & Digital Intelligence From and For the Physical World

© 2016 Accredent, LLC – use with permission only

ABCDABCE

Strengthen Brand, Improve Marketing, Increase Sales, Capture Lifetime Value

Proximity Marketing Connected Offerings

© 2016 Accredent, LLC – use with permission only

© 2016 Accredent, LLC – use with permission only

Internet of Everything… is the basis for the modern journey

© 2016 Accredent, LLC – use with permission only

accredent.com @Accredent

Internet of Everything Customer JourneyDesign Thinking For Internet of Things

Mark your calendar

Modern Customer Journeyswith the Internet of Things

April 20th 7:30am

Contact:kent.strand@accredent.com

612-460-0102

© 2016 Accredent, LLC – use with permission only

Chuck OlsenFounder & CEO