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THEFRANKENSTEIN

EFFECT

@Si_James_ sjames2@sapient.com

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PLAYING GOD

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“WITH GREAT POWER COMES GREAT

RESPONSIBILITY”

Voltaire /Uncle Ben

from Spiderman@Si_James_

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A BRIEF HISTORYOF MARKETING

(1299 - 2015)

@Si_James_

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BLACKSMITH

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SOAP

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BRANDS

© 2015 Tealium Inc. All rights reserved.SERVICE

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EXPERIENCE

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PRODUCTS

BRANDS

SERVICE

EXPERIENCE

INNOVATION

COMMODITISATION@Si_James_

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CX LEADERS7-year Stock Performance S&P 500 (2007-2013)

CX Leaders S&P 500 Index CX Laggards-20%

0%

20%

40%

60%

80%

100%77.7%

51.5%

-2.5%Source: Watermark Consulting 2014

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1.(DIS)

INTERMEDIATION@Si_James_

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BUYERS SELLERS

@Si_James_

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PLATFORMSBUYERS SELLERS

@Si_James_

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DISRUPTION DEFINED

AirBnB

Hilton

Westin

Marriott

Source: Google Trends@Si_James_

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HILTON $28BNMARRIOTT $23BN

AIRBNB $20BNSTARWOOD $14BN

Source: Yahoo Finance@Si_James_

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SAN FRANCISCO TAXI USAGE

Source: SFMTA

-65%

© 2015 Tealium Inc. All rights reserved.£93M & 35M VISITORS

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MARKETMAKERS

BUYERS SELLERS

@Si_James_

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BUYERS SELLERS

@Si_James_

© 2015 Tealium Inc. All rights reserved.@Si_James_

© 2015 Tealium Inc. All rights reserved.DOLLAR SHAVE CLUB

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“WIN BY CHANGING THE RULES”

@Si_James_

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2.YOU ARE DATA

@Si_James_

© 2015 Tealium Inc. All rights reserved.DVLA £32M

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HMRC 273 GATEWAYS

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NHS 47M RECORDS

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% THAT DISAGREE

0%

20%

40%

60%

80%

100% 91%71%

55%

Source: The Trade Off Fallacy. Turow, Hennessy & Draper

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RICHARD PRINCE

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“IF YOU ARE NOT PAYING FOR IT, YOU'RE NOT THE

CUSTOMER; YOU'RE THE PRODUCT BEING SOLD”

Andrew Lewis

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“IN COMMERCIAL BROADCASTING THE VIEWER PAYS FOR THE

PRIVILEGE OF HAVING HIMSELF SOLD. IT IS THE CONSUMER WHO

IS CONSUMED.”

Richard Serra, 1973

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3.TYRANNY OFALGORITHMS

@Si_James_

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FACEBOOK YEAR IN REVIEW

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© 2015 Tealium Inc. All rights reserved.https://www.crystalknows.com/

© 2015 Tealium Inc. All rights reserved.@Si_James_

© 2015 Tealium Inc. All rights reserved.

http://how-old.net/@Si_James_

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1988

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A TOOL TO DECEIVE AND SLAUGHTER

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THE RANDOM DARKNET SHOPPER

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© 2015 Tealium Inc. All rights reserved.

© 2015 Tealium Inc. All rights reserved.

“ALGORITHMS ARE ONLY AS SMART AS

THEIR AUTHOR”

@Si_James_

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DON’T BE A MONSTER

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DISRUPTION >OPTIMISATION

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DISRUPT >BEING DISRUPTED

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YOU ARE THE SOAPNOT THE SOAP OPERA

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THE EU DATA PROTECTION DIRECTIVE IS THE FLOOR NOT THE CEILING

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DIGITALTRANSFORMATIONIS REALLY

DIGITAL MUTATION

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THE END

@Si_James_