Co-creating the future #IIeX #MRX 


Live note taking from #IIeX in amsterdam. Any errors or bad jokes are my own.

Using insight and analytics to steer change in an organization by Melissa Gill, Credit Suisse

  • The five stages of grief – you show us things we don’t we to hear, you make us question our sense of purpose, create a sense of loss for ourselves and our team, people go through denial as they read the results, it takes a while to accept the final results
  • Mission statements are a call to action, be part of the change, have clear direction, creating a vision is less functional
  • Define the problem you want to solve next year, create a team to act on a critical issue, don’t make people boil the ocean, get value this year so you can create a budget for next year
  • Assess the ideal situation, work requires part of a person not a whole person and it’s expensive, find out where the data is, where the expertise is within your company
  • Plan for a win, get results in 6 to 9 months minimum, don’t demonstrate technical competition yet, demonstrate value for the business within the budget timeframe
  • Solve your mission problem with incremental wins
  • Communicate, don’t communicate your wins or learning, also communicate what you can do better, help other people see other areas where they can contribute or add to your success
  • Create the right environment, who is the lead – the CRO, CEO, or someone else, the spehere of influence is quite broad
  • Its better to focus on learning how to improve things rather than asking questions that reflect your KPIs

Made you look! Using eye-tracking to see digital advertsing in a new way by Colin Deller and Maria Sealey, AIMIA

  • 46% of impressions are not viewable, this costs 1.6 billion pounds per year for UK companies
  • What do people actually look at online, do they look at native as much as display advertising
  • Infra-red eye tracking technology is available
  • Eye tracking showed that people weren’t pay much attention to a text ad, indexed it to a penguin ad and you could see much more attention paid to the image ad versus the text ad, more people viewed, for longer time
  • Only 35% of ads we purchase are viewed by people, only 9% of people look at them for more than one second
  • This is low in comparison to traditional ads, press gets more views because there is no load time and it’s viewed longer, 40% look at the ads for more than one second, 2.2 seconds average for print
  • But you cant just lift the print ad and use it is a a digital ad
  • Ads aren’t always immediately viewable and sometimes they switch to a different ad immediately
  • Viewable does not mean its being viewed
  • Think like.a poster not like direct mail
  • User cost per view, not cost per thousand

FinTech and Disruptive Innovation in Financial Services by Anthony Michelini, Citigroup

  • Citigroup is over 200 years old
  • Ingenuity has been art of their DNA 
  • Banking isnt just credit cards, it’s advising, investments, money transfers, bill payments
  • The bank is the hub of people’s money but there our spokes coming out of it
  • Half of millennials are already using financial tech solutions, 60% are happy with it, two thirds will use more going forward
  • Only half of millennials would be happy if they only had financial tech, but the trend is similar for older people, B2B are the furthest behind but still want digital
  • We can’t be all things to all people
  • Six markers of progress makers – optimistic, driven, resilient, future focus, worldly outlook, generosity of spirit
  • These come from motivations as people and how they view their lives, not just how they use banks
  • They use communities, advisory boards, innovation labs around the world
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