SMARTPHONES & BIG DATA. Daniel Nelson Head of Enterprise Development, daniel.nelson@braintreepayments.

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1 SMARTPHONES & BIG DATA Daniel Nelson Head of Enterprise Development,

2 TODAY WE LL COVER 1. Why smartphones represent a significant enabler for Big Data 2. Smartphones & Big Data in the field

3 WHY SMARTPHONES REPRESENT A SIGNIFICANT ENABLER FOR BIG DATA

4 SMARTPHONES TAKING OVER E-COMMERCE

5 SMARTPHONES DOMINATE TECH VALUATIONS 2014 top tech start-up valuations. The top 3 are mobile businesses.

6 ONLINE INFLUENCES OVER 50% OF IN-STORE COMMERCE Mobile reviews, social sharing & mapping are increasingly influencing purchases in store.

7 SMARTPHONE RELATIONSHIPS WITH CONSUMERS 72% Of Australian s said they never leave home without their smartphone.

8 MOBILE IS MOVING FAST

9 MOBILE DISRUPTS BUSINESS MODELS

10 BRISTLING WITH SENSORS 1984 vs 2014

11 THE INTERNET OF THINGS By 2017 there will be over 20 Billion mobile connected devices The smartphone will be the interface to the Internet of Things

12 ACCESS TO THE CLOUD

13 ACCESS TO THE CLOUD Smartphones & The Cloud are symbiotic trends Smartphones are the collection and delivery point for big data.

14 SMARTPHONES ARE SOCIAL 150 average number of times per day Australians check their smartphones 60% of total time on social media is spent on smartphones

15 THE AGE OF CONTEXT Smartphones are capable of collecting more than just data, its contextually relevant - combine this with Machine Learning & Big Data and you achieve the Age of Context

16 SMARTPHONES & BIG DATA They have our trust, they have our attention.! They help us interface with the world around us through the Internet of Things.! They help us relate with the people around us through social.! They are replacing our wallets.! Often they know our context better than we do. SMARTPHONES REPRESENT A SIGNIFICANT ENABLER FOR A BIG DATA FUTURE

17 SMARTPHONES & BIG DATA IN THE FIELD

18 BIG DATA IN ECOMMERCE Analytics to optimise traffic & conversions Dynamic & optimised pricing! Recommendation systems! Pay for performance advertising! Attribution modelling! HOW IS THE SMARTPHONE BRINGING THE ONLINE WORLD INSTORE?

19 TRADITIONAL MARKETING IS CHANGING Smartphones enable vastly improved Data Science in marketing. The Traditional Ad Agency is being disrupted

20 THE FUTURE - ENABLED BY SMARTPHONES! Evolving campaigns that learn and become more effective through measurement & analysis. Multi Channel Attribution Modelling.

21 SMARTPHONES & IN-STORE ANALYTICS Already companies like Euclid are tracking anonymous customers based on your smart phone wireless SSID. Its a little like google analytics in-store

22 SMARTPHONE ANALYTICS EXAMPLE Wireless SSID tracking Predicting Sales in advance! MIT Media Lab used location data to infer how many people were in a Macy s Parking lot before Black Friday and used this data to accurately predict the days sales in advance.

23 DYNAMIC PRICING STRATEGIES ONLINE Businesses like Boomerang help retailers use big data and game theory to find the Nash Equilibrium in competitive pricing environments. Firm 2 High Price Low Price Firm 1 High Price 140, , 160 Low Price 90 + x, 90 - x 50, 50

24 DYNAMIC PRICING STRATEGIES INSTORE Now businesses are implementing LCD screens & SmartPhone checkouts to enable them to also play the dynamic pricing game (theory).

25 RECOMMENDATION SYSTEMS ONLINE Big Data Driven recommendation systems have greatly improved sales and grown businesses like Netflix, Amazon & Linkedin

26 RECOMMENDATION SYSTEMS INSTORE Shop Assistants supported by Big Data! Requires knowledge of who s in-store and integration with your CRM. Enabled by SmartPhones, Beacon, Checkin etc

27 BEACON CHECK-IN SOLUTIONS Demand Generation, Offers, Loyalty Blue Tooth Low Energy (BLE) Beacons works in unison with a mobile app to announce a customers proximity

28 PAY FOR PERFORMANCE ADVERTISING Pay for performance advertising is mostly online.

29 PRIVACY ESSENTIAL TO SUCCESS Privacy & Transparency will be key to unlocking sustainable value from Big Data.

30 THE MOBILE REVOLUTION IS UPON US Smartphones enable Big Data strategies to break free from online and to flourish and grow in a mobile enabled world.! Online Businesses have been seen as the innovators for some time now.! Mobile businesses can now take over this crown.

31 TODAY WE COVERED 1. Why smartphones represent a significant enabler for Big Data 2. Smartphones & Big Data in the field

32 The future is here, it s just not evenly distributed yet. -William Gibson Daniel Nelson Head of Enterprise Development, daniel.nelson@braintreepayments.com Thank You