Category: Business

Internet of Things Data Could Fuel Ad Targeting | Data-Driven Marketing – Advertising Age

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The Internet of Things has promised to turn our everyday interactions with stuff into data for logistical and marketing applications.
But now that more and more corporations, including Diageo and Mondelez, have tested actual web-connected products in the market, the industry is approaching the next stage of connected appliances and food packaging. That means figuring out where all that information will go and how it will be used. IoT platform company Evrythng sees a home for data generated by connected thermostats, bottles of booze, designer handbags and washing machines in first-party marketing databases.

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The firm is partnering with Trueffect, a digital ad firm specializing in first-party data targeting, to work towards devising ways marketers can use data gathered when consumers use their products. The firms hope to directly communicate with those consumers and, yes, perhaps target ad messages to them. Evrythng and Trueffect exchange product interaction and consumer data through an API integration between their two platforms.
“We’re connecting our systems together and going to market together to do this,” said Andy Hobsbawm, founder and CMO of Evrythng. The company works with liquor maker Diageo and CPG manufacturer Mondelez to embed digital tracking technology into their products, but he would not reveal whether either of the two firms are employing the Trueffect system.
Evrythng assigns a unique ID to the products it enhances, which can be connected through embedded technology — say, in the case of a home appliance — or through a digital tag such as a QR code which connects to a mobile app.
“As soon as the consumer connects the device to the readable element in the packaging, that creates a signal,” said Martin Smith, senior VP of solutions and development at Trueffect.
Diageo used the Evrythng platform to turn bottles of Johnnie Walker scotch into personalized gifts, allowing purchasers to customize a video for recipients. By suggesting purchasers and end users of the product opt-in to receive personalized options from Diageo, the effort helped the spirits purveyor do what most product manufacturers struggle to: find out who is buying — and in this case, drinking — their products.

http://adage.com/article/datadriven-marketing/iot-meets-ad-targeting-evrythng-pair-trueffect/298875/

NOwnership, No Problem: Why Millennials Value Experiences Over Owning Things – Forbes

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http://www.forbes.com/sites/blakemorgan/2015/06/01/nownershipnoproblem-nowners-millennials-value-experiences-over-ownership/

Blake does a great job in this post. Must read. Iove a generation that loves experience!

…this generation not only highly values experiences, but they are increasingly spending time and money on them: from concerts and social events to athletic pursuits, to cultural experiences and events of all kinds. For this group, happiness isn’t as focused on possessions or career status. Living a meaningful, happy life is about creating, sharing and capturing memories earned through experiences that span the spectrum of life’s opportunities

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Unlock your inner nerd with this awesome video by Intel’s Brian McCarson

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The Internet of Things (IoT) has enormous potential to drive economic value and social change. But with 85% of things still unconnected and security threats pervasive, the industry has yet to tap IoT’s enormous potential.

The Intel® IoT Platform breaks down these obstacles. It provides an end-to-end platform for connecting the unconnected—allowing data from billions of devices, sensors, and databases to be securely gathered, exchanged, stored, and analyzed across multiple industries.

Key Benefits

  • Security: Deliver trusted data with a tight integration of hardware- and software-based security that starts where data is most resilient to attack.
  • Interoperability: Utilize technologies that seamlessly communicate to one another, help accelerate time to market, and reduce the cost of deploying and maintaining IoT solutions.
  • Scalability: Achieve scalable compute from edge to cloud with processors from Intel® Quark™ to Intel® Xeon® and Intel®-based devices, gateways, and datacenter solutions.
  • Manageability: Get advanced data management and analytics from sensor to datacenter.

The Intel IoT Platform helps deliver innovations to market faster, reducing solution complexity and delivering actionable intelligence by offering a defined, repeatable foundation for how devices will connect and deliver trusted data to the cloud. And it allows OEMs, SIs, and vertical industries to develop and deploy solutions using building blocks on the Intel IoT Platform.

These solutions help provide a repeatable foundation for the Internet of Things and free up developers’ time to focus on building solutions that expertly address specific customer pain points.

With the Intel IoT Platform, Intel helps IoT innovations get to market faster and allows IOT to reach its full potential worldwide.

Intel® IoT Platform Chalk Talk with Brian McCarson

Chalk Talk: Intel Senior Principal Engineer Brian McCarson discusses the benefits of Intel® IoT Platform solutions and how to connect devices into the cloud while promoting interoperability, scalability, and security across your entire IoT solution.

http://www.intel.com/content/www/us/en/internet-of-things/videos/iot-platform-chalk-talk-video.html

Google’s Immersive 360 Action Flick

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Google released a new 360-degree immersive video on its Spotlight Stories app yesterday—the first that features real human actors instead of animation. It’s an action-packed short directed by Fast & Furious director Justin Lin. I downloaded the 1GB 360 video and took it for a literal spin (I was sitting in a swivel chair). It’s so realistic it’s almost problematic.

The short is extremely impressive, and a good taste of what movies could become once VR becomes more ubiquitous. But it also shined new light on the rivers yet to be crossed. By inserting you into the movie, into the action, it actually breaks the fourth wall and makes it harder to suspend disbelief.

http://gizmodo.com/googles-immersive-360-action-flick-is-so-realistic-its-1707378427?utm_campaign=socialflow_gizmodo_twitter&utm_source=gizmodo_twitter&utm_medium=socialflow

KLM’s 150 social media customer service agents generate $25M in annual revenue

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Today, the airline fields 70,000 queries a week, 24/7, in 14 languages. And, ter Haar said, it’s seeing a change in how people communicate.

“We see a tendency in social to go towards one-to-few networks, places that are less public and more private,” he told me. “If you want to stay ahead of the pack you have to start there.”

That means KLM is now on WeChat, where it fields 1,000 queries a week, and is currently doing a WhatsApp pilot.

“It’s a very nice customer service channel,” ter Haar said. “People feel very safe there.”

http://venturebeat.com/2015/05/21/klms-150-social-media-customer-service-agents-generate-25m-in-annual-revenue/

Mozilla is Advancing Content

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I see the future of content and the future is centered around more trust and transparency.

We have been selected by Mozilla to assist with communicating the authentic stories that live behind the products being built by their new Content Services team. This collaboration is meaningful to me personally because I truly believe in Mozilla’s mission and the team tasked with navigating the complexity of personalized media in a pro-privacy world.

Mozilla’s brand and mission are centered around trust, something the advertising and media industry has lost along the way.

In addition to Darren Herman’s blog post Today’s TechCrunch article does a really good job of highlighting the charter of Mozilla’s Content Services team and their new Tiles product offering.

I strongly encourage you read the post AND watch the video (produced by The Buddy Group in partnership with the awesome Mozilla Content Services team led by Darren Herman)