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Insights 2013 with Exclusive Online Content

Insights 2013 with Exclusive Online Content

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Published by SapientNitro
Insights 2013 offers research, observations and compelling points of view from subject matter experts to students of life, to help us all see the path we're on a bit clearer, so the next step feels a bit more confident.
Insights 2013 offers research, observations and compelling points of view from subject matter experts to students of life, to help us all see the path we're on a bit clearer, so the next step feels a bit more confident.

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Categories:Types, Business/Law
Published by: SapientNitro on Nov 09, 2012
Copyright:Attribution Non-commercial

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07/29/2013

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There is nothing so terrible as activity without insight.
–Johann Wolfgang von Goethe
 
TABLE OF CONTENTS
5
WELCOME TO INSIGHTS 2013
Alan Herrick7
IN-STORE DIGITAL RETAIL:THE QUEST FOR OMNICHANNEL
Hilding Anderson, Rachel Zinserwith Rebecca Prettyman, Lauren Egge21
2012 DIGITAL IQ ExCERpT
L2 Think Tank25
TRENDS: FOUR TRENDS SHApINGMARKETING pRIORITIES
Hilding Anderson, Todd Cherkasky,Donald Chestnut 
TREND 1Real-Time Control: New Consumer-Oriented Devices and Data
29
FUTURE OF TV
David Hewitt, Lucy Devassy35
CUSTOMER ExpERIENCE IS ON THE MOVE
Nigel Vaz39
MOBILE pAYMENTS:THE FUTURE OF MONEY
 Perry Chan45
THE ECONOMY OF ONE:THE CONSUMER AS pRODUCER,INFLUENCER AND pURCHASER
Dan Israel, Perry Chan47
HOW SENSORS ARE CONNECTINGTHE WORLD AND THE IMpLICATIONSFOR ExpERIENCE DESIGN
Benno Schmidt
52
INVISIBLE BRAND INTERFACES
 Daniel Harvey56
IS THERE A TERMINAL VELOCITY FORYOUTH AND DIGITAL?
 
Omaid Hiwaizi
61
RESpONSIVE DESIGN 101:OpTIMIZING FOR MULTIpLE SCREENS
 Dan Israel, Mayur Gupta 
TREND 2 predicting Desire: Building the Infrastructureto Anticiate Consumer Needs in Real Time
 69
pREDICTING DESIRABILITY—LESSONS FROM A TEEN GENIUS
Sheldon Monteiro75
THE FUTURE OF BUSINESS INSIGHT
Lee Woodard, Chris Handley81
THE “BIG DATA” ERA:LEARNING TO ACT IN REAL TIME
 James Buchanan86
DIGITAL LUxURY 101: HOW TO ENHANCETHE CUSTOMER ExpERIENCE
 
Hazel Reed
91
GAMIFICATION AS A DIGITAL STRATEGY
 
Mohammed Iqbal, Syed A. Suffiyan
96
MEDIA-SApIENS: USING SOCIAL INSTINCTSTO ExpLAIN, pREDICT AND INFLUENCEDESIRABILITY IN THE DIGITAL AGE
Melissa Read101
REBUILDING TRUST: HOW BANKS CANRECONNECT WITH CONSUMERS
Chris Baker, James Buchanan, Omaid Hiwaizi 
TREND 3Continuous Eeriences: How ComaniesAre Blurring the Online and Offline World
109
STORYSCApING: BUILDING WORLDS, NOT ADS
Gaston Legorburu113
BRAND AS CHANNEL:TODAY’S “ALWAYS-ON” MESSAGING
Alan Schulman119
ADApTING TO A FRAGMENTEDMEDIA ENVIRONMENT
David D’Alleva, Peter Colapietro124
THE FUTURE OF CONTENT ExpERIENCEAND HOW TO DESIGN FOR IT
Kevin Nichols130
I CAN SEE CLEARLY NOW ...ACROSS THE ENTIRE ExpERIENCE:THE ANALYTICS MATURITY MODEL
 
Jennifer Patterson, Dave Kane
136
VALUING FANATICAL ENGAGEMENT
Scott Petry142
MEASURING GERMAN MULTI-CHANNEL:AppROACHES AND IMpLICATIONS
Uwe Tueben
149
THE CMO TOOLKIT: WHAT EVERYMARKETER SHOULD KNOW
Gary Shannon, Omaid Hiwaizi
156
RETAIL GOES ROGUE: HOW DIGITALCONVERGENCE WILL REVITALIZE THEIN-STORE ExpERIENCE
Charlie Sayers, Rob Milstead 
TREND 4 Globalization: The Global Marketerand the Rise of the Global Consumer
 165
UNDERSTANDING ECOMMERCE IN CHINA
Robert Wang171
FUTURE OF COMMERCE: LIFESTYLE SOCIALCOMMERCE GOES BEYOND pINNING
 
Jeff Blais, Sushobhan Mukherjee
175
CHASING THE GLOBAL CHINESE LUxURYCONSUMER: A CONNECTOLOGY AppROACH
David Thorpe, Jake Wheeler181
GLOCALISATION AND THE ANTHROpOLOGYOF GLOBAL MARKETING 
Megan Bannon
187
FIVE CHALLENGES TO TOMORROW’SGLOBAL MARKETING LEADERS
 Hilding Anderson, Freddie Laker190
INTERNATIONAL ECOMMERCE ExpANSION
 
Don Shields
194
INTERNATIONAL pERSpECTIVES
 
USUKGermanyRussiaIndiaSingaporeJapanChinaAustralia
217
NOTE FROM THE EDITORS
Hilding AndersonLauren Nguyen Cohen
OEOEOEOEOEOEOEOEOEOEOEOEOE
O.E. represents exclusive content whichis only available in the online version.
 
When history looks back on thisseason of robust innovation andprogress, I think it is likely toremember it as one of the mostsignificant paradigm shifts in, notonly daily life, but in the businessof relevance in daily life. We areperpetually challenged to connectthe dots between our brands andthe daily lives of our consumers inmeaningful ways.As stewards of brands and purveyorsof ideas, we are both humbledand ehilarated by the impact oftechnological innovation on how wethink about creativity and what canhappen to a compelling idea when it’samplified by the scale of technologyand personalized by the intimacy ofhuman interaction.To that end, we believe that a brand’sability to innovate is not just abouttechnology. It’s about combiningtechnology with powerful ideas andinsightful perspectives on humanmoments to create highly relevantways to connect.Who would have anticipated that oneof the most esteemed luury carbrands in the world would create amobile app that allows consumersto virtually build their entire car—from the very first bolt to the lastdrop of paint?Or that a 125-year-old British sportsgaming company would be the one topioneer a combination of analytics,social media and mobile technologyto drive a record surge in betting?
“It is the function of creativeman to perceive and to connectthe seemingly unconnected.”
 
–William Plomer
WELCOME TOINSIGHTS 2013
Or that a ski resort would be oneof the first to introduce RFIDtechnology as a way to enhance theirguest eperience on the slopes andway beyond? We had the honor ofhelping Vail Resorts innovate a wayto connect skiers to RFID tagging tosocial media so that they can trackand share their Vail stories acrosstheir personal networks. The resultwas more than 100,000 social photosshared, yielding approimately 12million social impressions for photosalone, and that’s in just the firstseason. Vail Resorts empowered150,000 people living the Vail Resortsstory to tell the Vail Resorts story toan audience of 12 million? What oncemight have begun as an ad for a skivacation has become a panorama ofeperience that lives in perpetuity.It has been our privilege toparticipate in these and manyother breakthrough changes thatreinvent the definition of “idea” andunfetter the boundaries of creativityfor new pathways of connection.Our thinking is stretched daily tohelp bring brand stories to life inrelevant ways across the consumerecosystem. As consumer, retail andcommunications landscapes continueto stretch and evolve, we will continueto wake up in the morning propelledby the challenge.In this edition of Insights,SapientNitro thought leaders offeryou approaches and tools that helpnavigate this completely digitized,borderless world—to be used as aflashlight of sorts. It offers research,observations and compelling pointsof view from subject matter epertsto students of life, to help us all seethe path we’re on a bit clearer, so thenet step feels a bit more confident.Thank you for your interest andsupport of SapientNitro, and withcontinued resolve, we invite thechallenges of our time, walkingalongside partners connecting in newand creative ways to their consumers.
Written by Alan Herrick, President and CEO, Sapient Corporation
Our thinking is stretched daily tohelp bring brand stories to life inrelevant ways across the consumerecosystem.

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