Preparing for the Second Digital Revolution:

a road of peril and unprecedented opportunity

Alex Glinka

Head of Digital Innovation, Disrupt.TO

How can marketers prepare for the future?

Let’s talk about the birds and the bees of the future...

Linear vs Exponential Change

Exponential change means that 1% is half-way there:

● Sequencing of the human genome.

● Moore’s Law

The Kodak Moment

● 61-year tenure for average firm in 1958 narrowed to 25 years in 1980 and to 18 years in 2012.

● A warning to execs: at current churn rate, 75% of the S&P 500 will be replaced by 2027.

● To survive and thrive, leaders must "create, operate and trade" their business units without losing control of their company.

Source: “Creative Destruction” study led by Innosight, a management consulting firm advising enterprises on business strategy founded by Harvard Business School professor Clayton M. Christensenhttp://www.innosight.com/innovation-resources/strategy-innovation/creative-destruction-whips-through-corporate-america.cfm

Life span of a corporation is determined by balancing 3 management imperatives:

1. running operations effectively

2. creating new businesses which meet customer needs

3. shedding business that once might have been core but now no longer meet company standards for growth and return

Source: “Creative Destruction” study led by Innosight, a management consulting firm advising enterprises on business strategy founded by Harvard Business School professor Clayton M. Christensenhttp://www.innosight.com/innovation-resources/strategy-innovation/creative-destruction-whips-through-corporate-america.cfm

Role of traditional TV companies in this future scenario

Pay attention to mobile for a different reason...

“Mobile is a transient technology,” says Alex Glinka, director and head of technology at FCB Toronto. “And wearables is the next step in the transition. It’s another mobile tech that’s not a smartphone, but has similarities like an accelerometer and GPS. It will eventually become invisible. They will be present, but not obtrusive.”

Source: Strategy Online, September 2014

http://strategyonline.ca/2014/09/05/wearables-go-beyond-the-fitness-category/

Everything will be a Screen

Source: CNET “Microsoft's HoloLens is no joke: My reality augmented with Skype, Minecraft”http://www.cnet.com/news/microsofts-hololens-is-no-joke-my-reality-augmented-with-skype-minecraft/

What tools would agencies like to have from media companies to help plan?

Show me the data!

“If it were up to Alex Glinka, he’d have the industry be honest

and stop playing oracle. It’s not that the director and head of

technology at FCB Toronto thinks brands can’t calculate that

a person from Calgary will purchase more bug spray when

the temperature rises by a degree, he would just rather call it

a probability as opposed to a true prediction.

“We can create data models to extrapolate the probabilities

of certain outcomes, and then apply a confidence level to

whatever that hypothesis is, but we can’t be certain that this

person will buy this widget because they bought this other

widget,” he says.

Source: Strategy Online, September 2014

http://strategyonline.ca/2014/08/29/from-probabilistic-to-predictive-analytics/

Statistical Literacy

Foundation in statistics is essential to critically evaluate the data:

Quiz! Explain these 3 terms:

● Mean● Median● Mode

Exponential change presents unprecedented opportunities for Exponential returns.

Thank you!

Hope to see you all in the near future.

Alex Glinka

Head of Digital Innovation, Disrupt.TO

web: http://disrupt.to/ email: alex@disrupt.to