Transition from PC to PA
As a humanity 
we spend 180 millions hours
searching the web per day
Searching the web is a waste of time
7 millions man hours
170 millions man hours
Eurotunnel
Empire State Building
Search Engine
Do Engine
Start to believe in the
Impossible
What attributes would the best PA have ?
Knows 
EVERYTHING
about you
Anticipate
all your needs & wants
Total personalisation
requires total transparency
and that is the price
Product
Promotion
Experience
Exchange
Evangelism
Marketing
Re'Mix
Web 2.0
One To Many
Many to Many

One To One

The (time) line
"Below The Line"
"Above The Line"
The evolution of Marketing Communication through time
Web 2.0
Web 3.0
bought
media
eClone
If data is a new currency
How much is it worth ?
And can it be fundraised ?
owned
media
earned
media
bought
media
Consumer behavior
owned
media
earned
media
Brand priority
Media Trinity
New Rules for Marketing
Place
Price
Everyplace
Data as currency
4 Ps to 4 Es
Digital Future and the role of data 
Grégory Roekens
Chief Technology Officer 3.0
Wunderman
Rapid innovations in
Bought
Owned
Earned
level of technological sophistication where
personal assistants
Marketing Mix
data is currency
UI
and
means that what we once thought
AI
Wikipedia was impossible in theory
impossible
is now mainstream. We're reaching a new and unexplored
virtual clones
acting as 
are becoming reality. Even the sacred
isn't spared by the digital revolution where
... and like all currency
it can be fundraised.
Larry Page, co-founder of Google said :
"What we are trying to  build is an Artificial Intelligence"
"The next 5,000 days"
eClone
Data Processed
Data
Information
Knowledge
Wisdom
Vision
The proceed from your personal data will be given to your favorite brands
Consumer
Brands
Trust framework
Can it be fundraised?
40%
30%
20%
10%
Processed
Processed
Processed
Processed
1
Wisdom
Knowledge
Vision
Data Processed
Information
Data
4
1p
10p
£100
£10
£1
Value
------------------------
------------------------
------------------------
------------------------
------------------------
2
------------------------
Information
Data Processed
Wisdom
Knowledge
Data
Vision
Data-handling technology allows human cognitive energy to shift upward

Vision
Data
------------------------
Data Processed
Knowledge
With automated semantic processing, cognitive allocation shifts to Wisdom and Vision

Information
Wisdom
Semantic Web
3
10%
90%
much
is
?
How
it
worth
Salt
Olive
New York
 
Tomato
Worcester
1939
1921
Jesel
Petiot
Paris
Celeri
Recipies
Recipies
Recipies
Recipies
Recipies
Year
Year
Inventor
Inventor
City
City
Bloody Mary
It all depends 
For instance with the Haiti disaster Orange sent a text to all its members asking them to give £2 for the relief effort by replying YES. The only data orange needed was a name, mobile number and opt-in details.
Data Privacy

Data has a perceived value because people are applying a Copyright on their personal data
In the last decade we've witnessed the implosion of the traditional copyright laws.
Privacy is a modern phenomenon
10 years ago no one wanted to pay online
Trust
Your favorite charity
 on the context
Intelligence is not characterise by behaviour  but by our ability to predict

Jeff Hawkins
Ackoff's allocation of mental space
Lester Wunderman
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