Date post: | 02-Nov-2014 |
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Investing In Creative Technology
Matt McNeany, Code
• What is Creative Technology – and is it relevant to you?
• What are the financial cases?
• How do you decide what to invest in? And how to make that investment work
What I want to do today
What is Creative Technology?
And why do you need it?
The Debate
“You cannot now talk about Creativity without talking
about Technology”
WorkflowAssetMngt
AdBuilder
BusinessIntelligence
DataVisualisation
Mobile
Search
ContentMngt
Ad serving
(e)CRM
Knowledge Management
ClientExtranet
“App”
Cloud
Rich Internet
Applications
html5
Analytics
Machine Optimization
Distribution networksMedia
Management
Marketing Automation
Games
Augmented reality
Social
(Hyper-) Localization
NFC
Mapping
Digital @ Retail
Enterprise Social
Networking
Defining Creative Technology
Creative Technology
New Business Models
New ways of Engaging the ‘Audience’New ways of Working
Why this definition matters
“It’s like hundreds of baseballs are dropping all around me
and I don’t know which one to catch”
Hyper Island studentThe Future of Advertising, Fastcompany, Nov 2010
Why this definition matters
Different technologies = different business models
A (personal) Map of the Creative
Technology-osphere
Mapping Creative Technology
New ways of Working New ways of Engaging the ‘Audience’
Revenue
Cost
Mapping Creative Technology
New ways of Working New ways of Engaging the ‘Audience’
Revenue
Cost
Mobile
Ad Builder
(e)CRM
Search
html5
Data visualisation
Content Mngt
Client Extranet
Asset Mngt
Workflow
Ad Serving
Knowledge Mngt
Marketing Automation
Cloud
Optimization
Rich Internet Technology
Media Mngt
Analytics
Distribution Networks
Business Intelligence
Gaming(Hyper-) Localization
Social
Augmented Reality
Enterprise Social
Networking
iAD
Digital Display
iOS Android Chrome OS
Digital @ Retail
API/open architecture
Web Digital Video
Mapping Creative Technology
New ways of Working New ways of Engaging the ‘Audience’
Revenue
Cost
Mobile
Ad Builder
(e)CRM
Search
html5
Data visualisation
Content Mngt
Client Extranet
Asset Mngt
Workflow
Ad Serving
Knowledge Mngt
Marketing Automation
Cloud
Optimization
Rich Internet Technology
Media Mngt
Analytics
Distribution Networks
Business Intelligence
Gaming(Hyper-) Localization
Social
Augmented Reality
Enterprise Social
Networking
iAD
Digital Display
iOS Android Chrome OS
Digital @ Retail
API/open architecture
Web Digital Video
Mapping Creative Technology
New ways of Working New ways of Engaging the ‘Audience’
Revenue
Cost
Mobile
Ad Builder
(e)CRM
Search
html5
Data visualisation
Content Mngt
Client Extranet
Asset Mngt
Workflow
Ad Serving
Knowledge Mngt
Marketing Automation
Cloud
Optimization
Rich Internet Technology
Media Mngt
Analytics
Distribution Networks
Business Intelligence
Gaming(Hyper-) Localization
Social
Augmented Reality
Enterprise Social
Networking
iAD
Digital Display
iOS Android Chrome OS
Digital @ Retail
API/open architecture
Web Digital Video
Agency Operating Systems
Mapping Creative Technology
New ways of Working New ways of Engaging the ‘Audience’
Revenue
Cost
Mobile
Ad Builder
(e)CRM
Search
html5
Data visualisation
Content Mngt
Client Extranet
Asset Mngt
Workflow
Ad Serving
Knowledge Mngt
Marketing Automation
Cloud
Optimization
Rich Internet Technology
Media Mngt
Analytics
Distribution Networks
Business Intelligence
Gaming(Hyper-) Localization
Social
Augmented Reality
Enterprise Social
Networking
iAD
Digital Display
iOS Android Chrome OS
Digital @ Retail
API/open architecture
Web Digital Video
Agency Operating Systems
Mapping Creative Technology
New ways of Working New ways of Engaging the ‘Audience’
Revenue
Cost
Mobile
Ad Builder
(e)CRM
Search
html5
Data visualisation
Content Mngt
Client Extranet
Asset Mngt
Workflow
Ad Serving
Knowledge Mngt
Marketing Automation
Cloud
Optimization
Rich Internet Technology
Media Mngt
Analytics
Distribution Networks
Business Intelligence
Gaming(Hyper-) Localization
Social
Augmented Reality
Enterprise Social
Networking
iAD
Digital Display
iOS Android Chrome OS
Digital @ Retail
API/open architecture
Web Digital Video
Agency Operating Systems
Mapping Creative Technology
New ways of Working New ways of Engaging the ‘Audience’
Revenue
Cost
Mobile
Ad Builder
(e)CRM
Search
html5
Data visualisation
Content Mngt
Client Extranet
Asset Mngt
Workflow
Ad Serving
Knowledge Mngt
Marketing Automation
Cloud
Optimization
Rich Internet Technology
Media Mngt
Analytics
Distribution Networks
Business Intelligence
Gaming(Hyper-) Localization
Social
Augmented Reality
Enterprise Social
Networking
iAD
Digital Display
iOS Android Chrome OS
Digital @ Retail
API/open architecture
Web Digital Video
Performance management
Mapping Creative Technology
New ways of Working New ways of Engaging the ‘Audience’
Revenue
Cost
Mobile
Ad Builder
(e)CRM
Search
html5
Data visualisation
Content Mngt
Client Extranet
Asset Mngt
Workflow
Ad Serving
Knowledge Mngt
Marketing Automation
Cloud
Optimization
Rich Internet Technology
Media Mngt
Analytics
Distribution Networks
Business Intelligence
Gaming(Hyper-) Localization
Social
Augmented Reality
Enterprise Social
Networking
iAD
Digital Display
iOS Android Chrome OS
Digital @ Retail
API/open architecture
Web Digital Video
Performance management
Mapping Creative Technology
New ways of Working New ways of Engaging the ‘Audience’
Revenue
Cost
Mobile
Ad Builder
(e)CRM
Search
html5
Data visualisation
Content Mngt
Client Extranet
Asset Mngt
Workflow
Ad Serving
Knowledge Mngt
Marketing Automation
Cloud
Optimization
Rich Internet Technology
Media Mngt
Analytics
Distribution Networks
Business Intelligence
Gaming(Hyper-) Localization
Social
Augmented Reality
Enterprise Social
Networking
iAD
Digital Display
iOS Android Chrome OS
Digital @ Retail
API/open architecture
Web Digital Video
Digital foundation technologies and emerging
media platforms
Mapping Creative Technology
New ways of Working New ways of Engaging the ‘Audience’
Revenue
Cost
Mobile
Ad Builder
(e)CRM
Search
html5
Data visualisation
Content Mngt
Client Extranet
Asset Mngt
Workflow
Ad Serving
Knowledge Mngt
Marketing Automation
Cloud
Optimization
Rich Internet Technology
Media Mngt
Analytics
Distribution Networks
Business Intelligence
Gaming(Hyper-) Localization
Social
Augmented Reality
Enterprise Social
Networking
iAD
Digital Display
iOS Android Chrome OS
Digital @ Retail
API/open architecture
Web Digital Video
Digital foundation technologies and emerging
media platforms
www.thewildernessdowntown.com
Mapping Creative Technology
New ways of Working New ways of Engaging the ‘Audience’
Revenue
Cost
Mobile
Ad Builder
(e)CRM
Search
html5
Data visualisation
Content Mngt
Client Extranet
Asset Mngt
Workflow
Ad Serving
Knowledge Mngt
Marketing Automation
Cloud
Optimization
Rich Internet Technology
Media Mngt
Analytics
Distribution Networks
Business Intelligence
Gaming(Hyper-) Localization
Social
Augmented Reality
Enterprise Social
Networking
iAD
Digital Display
iOS Android Chrome OS
Digital @ Retail
API/open architecture
Web Digital Video
Marketing Content Management & Distribution tools – release value of
content; deploy across multiple screens
Mapping Creative Technology
New ways of Working New ways of Engaging the ‘Audience’
Revenue
Cost
Mobile
Ad Builder
(e)CRM
Search
html5
Data visualisation
Content Mngt
Client Extranet
Asset Mngt
Workflow
Ad Serving
Knowledge Mngt
Marketing Automation
Cloud
Optimization
Rich Internet Technology
Media Mngt
Analytics
Distribution Networks
Business Intelligence
Gaming(Hyper-) Localization
Social
Augmented Reality
Enterprise Social
Networking
iAD
Digital Display
iOS Android Chrome OS
Digital @ Retail
API/open architecture
Web Digital Video
Marketing Content Management & Distribution tools – release value of
content; deploy across multiple screens
Mapping Creative Technology
New ways of Working New ways of Engaging the ‘Audience’
Revenue
Cost
Mobile
Ad Builder
(e)CRM
Search
html5
Data visualisation
Content Mngt
Client Extranet
Asset Mngt
Workflow
Ad Serving
Knowledge Mngt
Marketing Automation
Cloud
Optimization
Rich Internet Technology
Media Mngt
Analytics
Distribution Networks
Business Intelligence
Gaming(Hyper-) Localization
Social
Augmented Reality
Enterprise Social
Networking
iAD
Digital Display
iOS Android Chrome OS
Digital @ Retail
API/open architecture
Web Digital Video
End-to-end, fully automated, constantly optimized
marketing implementation
Mapping Creative Technology
New ways of Working New ways of Engaging the ‘Audience’
Revenue
Cost
Mobile
Ad Builder
(e)CRM
Search
html5
Data visualisation
Content Mngt
Client Extranet
Asset Mngt
Workflow
Ad Serving
Knowledge Mngt
Marketing Automation
Cloud
Optimization
Rich Internet Technology
Media Mngt
Analytics
Distribution Networks
Business Intelligence
Gaming(Hyper-) Localization
Social
Augmented Reality
Enterprise Social
Networking
iAD
Digital Display
iOS Android Chrome OS
Digital @ Retail
API/open architecture
Web Digital Video
End-to-end, fully automated, constantly optimized
marketing implementation
Mapping Creative Technology
New ways of Working New ways of Engaging the ‘Audience’
Revenue
Cost
Mobile
Ad Builder
(e)CRM
Search
html5
Data visualisation
Content Mngt
Client Extranet
Asset Mngt
Workflow
Ad Serving
Knowledge Mngt
Marketing Automation
Cloud
Optimization
Rich Internet Technology
Media Mngt
Analytics
Distribution Networks
Business Intelligence
Gaming(Hyper-) Localization
Social
Augmented Reality
Enterprise Social
Networking
iAD
Digital Display
iOS Android Chrome OS
Digital @ Retail
API/open architecture
Web Digital Video
End-to-end, fully automated, constantly optimized
marketing implementation
Mapping Creative Technology
New ways of Working New ways of Engaging the ‘Audience’
Revenue
Cost
Mobile
Ad Builder
(e)CRM
Search
html5
Data visualisation
Content Mngt
Client Extranet
Asset Mngt
Workflow
Ad Serving
Knowledge Mngt
Marketing Automation
Cloud
Optimization
Rich Internet Technology
Media Mngt
Analytics
Distribution Networks
Business Intelligence
Gaming(Hyper-) Localization
Social
Augmented Reality
Enterprise Social
Networking
iAD
Digital Display
iOS Android Chrome OS
Digital @ Retail
API/open architecture
Web Digital Video
End-to-end, fully automated, constantly optimized
marketing implementation
Mapping Creative Technology
New ways of Working New ways of Engaging the ‘Audience’
Revenue
Cost
Mobile
Ad Builder
(e)CRM
Search
html5
Data visualisation
Content Mngt
Client Extranet
Asset Mngt
Workflow
Ad Serving
Knowledge Mngt
Marketing Automation
Cloud
Optimization
Rich Internet Technology
Media Mngt
Analytics
Distribution Networks
Business Intelligence
Gaming(Hyper-) Localization
Social
Augmented Reality
Enterprise Social
Networking
iAD
Digital Display
iOS Android Chrome OS
Digital @ Retail
API/open architecture
WebDigital Video
‘Traditional’ digital media
Mapping Creative Technology
New ways of Working New ways of Engaging the ‘Audience’
Revenue
Cost
Mobile
Ad Builder
(e)CRM
Search
html5
Data visualisation
Content Mngt
Client Extranet
Asset Mngt
Workflow
Ad Serving
Knowledge Mngt
Marketing Automation
Cloud
Optimization
Rich Internet Technology
Media Mngt
Analytics
Distribution Networks
Business Intelligence
Gaming(Hyper-) Localization
Social
Augmented Reality
Enterprise Social
Networking
iAD
Digital Display
iOS Android Chrome OS
Digital @ Retail
API/open architecture
Web Digital Video
‘Emerging’ digital media
Mapping Creative Technology
New ways of Working New ways of Engaging the ‘Audience’
Revenue
Cost
Mobile
Ad Builder
(e)CRM
Search
html5
Data visualisation
Content Mngt
Client Extranet
Asset Mngt
Workflow
Ad Serving
Knowledge Mngt
Marketing Automation
Cloud
Optimization
Rich Internet Technology
Media Mngt
Analytics
Distribution Networks
Business Intelligence
Gaming(Hyper-) Localization
Social
Augmented Reality
Enterprise Social
Networking
iAD
Digital Display
iOS Android Chrome OS
Digital @ Retail
API/open architecture
Web Digital Video
‘Emerging’ digital media
Mapping Creative Technology
New ways of Working New ways of Engaging the ‘Audience’
Revenue
Cost
Mobile
Ad Builder
(e)CRM
Search
html5
Data visualisation
Content Mngt
Client Extranet
Asset Mngt
Workflow
Ad Serving
Knowledge Mngt
Marketing Automation
Cloud
Optimization
Rich Internet Technology
Media Mngt
Analytics
Distribution Networks
Business Intelligence
Gaming(Hyper-) Localization
Social
Augmented Reality
Enterprise Social
Networking
iAD
Digital Display
iOS Android Chrome OS
Digital @ Retail
API/open architecture
Web Digital Video
‘Emerging’ digital media
“The Future is here. It is just unevenly distributed.”
William Gibson
Fast-tracking evolution...
• WE NEED A WEBSITE
• WE NEED A WEB STRATEGY
• WE NEED TO MAKE MONEY FROM OUR WEBSITE
• WE NEED A FACEBOOK PAGE
• WE NEED A SOCIAL STRATEGY
• WE NEED TO MAKE MONEY FROM SOCIAL
• WE NEED BETTER TECHNOLOGY
• WE NEED A CREATIVE TECHNOLOGY STRATEGY
• WE NEED TO MAKE MONEY FROM CREATIVE TECHNOLOGY
The Business Case for Creative Technology
• There are as many business models as there are tech ideas
• 3 real world examples that have worked
Monetization strategies
Agency Operating System
Initial investment $ 250,000 Number of employees 450 Anticipated lifespan of product (years) 3 Minutes saved per employee per day 15
Amortized investment cost per year $ 83,333 Time saved per month in business (hours) 2475 Maintenance allowance 15% Hours saved per year 29700
Total cost per year $ 120,833 Equivalent FTEs 16.5
Average cost per FTE $ 75,000
Cost savings per year $ 1,237,500 Return on investment 1024%
Social Media App
Cost Option 1 - Time & materials Option 2 - Licensed product
Initial development cost $ 45,000 Bill 100 days @ $900/day $ 90,000 Client per site per market per year license $ 18,000
Productization cost $ 22,000 Number of sales until break even 3.72
Total Cost $ 67,000 Profit $ 45,000 Number of sales made to date 14
Revenue $ 252,000
Profit $ 185,000
Return on investment 100% Return on investment 276%
How do you embedCreative Technology within
your business?
• “We’re pitching for Acme and we’ve got to demonstrate that we’ve implemented a global workflow system.”
• “Our Amsterdam office has got a tool – can we use that?”
• “CompetitorCo have just bought BrainDogg! We need to do a deal with FlapBird.”
Good and Bad Ways to start
Building a Creative Technology Strategy
Vision
Business Model
Technical Architecture
ResourcePlan
ChangeManagement
Who are you in a technology world?
Who are you?
What you are passionate about?
What you can be best in the world
at?
What drives your economic engine?
• The advertising implementation marketplace will come to be dominated by automated solutions .
• Clients will implement their marketing campaigns across all media channels in seconds, whilst continually optimizing the effectiveness of their content
• It is our goal to be the leader of that movement
• We will develop a re-usable product and license it to our clients, saving them money and building our profit as our marginal cost of implementation will be very low.
Example – Creative Technology Strategy
• Every time a consumer encounters our clients’ brands, it must be a memorable event
• Digital media may be functional but it is ugly, cluttered and confused.
• We will beautify digital.
• We will be the aesthetic reference point for all digital brands
• We will understand - and lead - the art and science of digital communications
• We will charge a premium for this service
Example – Creative Technology Strategy
Example Technical Architecture
• Are we going to build it or buy it?
• Which individuals can do this work – internally and externally?
• How do we find them, train them, motivate them?
• How do we organize them?
Resourcing Strategies
“Agency teams should include data analysts and technologists that work in tandem with creative staff”
Forrester – The Future of Agency Relationships
Resourcing
• This will change your business – you want it to
• Not everyone will want that
• The tech will fail sometimes
• Be prepared to evangelize, incentivize and compel the change
Change Management
Talk less; do more
Vision
Business Model
Technical Architecture
ResourcePlan
ChangeManagement
ACTION!
“It is not the strongest of the species that survives, nor the
most intelligent that survives. It is the one that is the most
adaptable to change.”Charles Darwin
More...
JP Rangaswami – Chief Scientist, salesforce.com@jobsworthhttp://confusedofcalcutta.com/
Tim Sparke – Digital Coach, [email protected]
Mewww.codeworldwide.com@mmcneany