© 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

amullen@forrester.com

@ant_mull

www.forrester.com