Presented by: QUANTUM MARKETING: SUCCESS IN A VOLATILE AND POLARIZED WORLD Bryan Gildenberg Chief Knowledge Officer.

Presented by:

QUANTUM MARKETING: SUCCESS IN A VOLATILE AND POLARIZED WORLD

Bryan GildenbergChief Knowledge Officer

© Copyright 2012 Kantar Retail

THOUGHT FOR THE DAY…

“When I set a glass prism on a windowsill and allow the sun to flood through it, a spectrum of colors dances on the floor. What we call "white" is a rainbow of colored rays packed into a small space. The prism sets them free.”

– Novelist, Diane Ackerman

2

© Copyright 2012 Kantar Retail

Drivers of Marketplace Change Can Be Separated Into 3 Families…

3sls/d/Other Consults/BG/2012 yef opening speech 112012

Technology

ShopperMacro

…And Each One Of These Can Be Distilled To One Word

© Copyright 2012 Kantar Retail

GLOBAL MARKET DYNAMICS TO 2018: The Walls Of The Prism…

4

© Copyright 2012 Kantar Retail

NOT ONLY ARE STRATEGIES TO REDUCE VOLATILITY INEFFECTIVE IN TIMES OF UNCERTAINTY…

5

Volatility Uncertainty

Ext

erna

lIn

tern

al

In a high growth environment large companies valued predictability over incremental upside

Massive integrated ERPs and asset streamlining focused businesses on areas of relatively high predictability

Polarization and Economic Volatility Create More Uncertainty

Steps taken in 1 and 2 reduce ability to respond to uncertainty, causing more volatility

11 22

44 33

…In aggregate, they may be systematically increasing volatility!…In aggregate, they may be systematically increasing volatility!

© Copyright 2012 Kantar Retail

RETAIL POLARIZATION: FORMAT POSITIONING

6

Desire To Pay

Ability To Pay

Up

Down

Willie Sutton

Robin Hood

Ladder Up

Ladder Down

A Simple Way To Frame A Polarized World…A Simple Way To Frame A Polarized World…

© Copyright 2012 Kantar Retail

TargetedTargeted

2014: THE POLARIZATION PRISM “WALL”

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Our People Are

Our Data Is

Our Measures Are

Our Work Is

“The CEO says we will be…”

“VPs/Directors are responsible for the inherent tradeoff between…”

“The People That Do The Work (including all of the above!) need…”

Focused Responsive

Analytics Comfortable

Granular but Contextual

Incenting Aggregation

of Opportunity

More Customized

and Less Standard

© Copyright 2012 Kantar Retail

2018: THE POLARIZATION PRISM “WALL”

8

“The CEO says we will be…”

“VPs/Directors are responsible for the inherent tradeoff between…”

“The People That Do The Work (including all of the above!) need…”

PersonalPersonal

Our People Are

Our Data Is

Our Measures Are

Our Work Is

Individual Scalable

Working together to create great stories from

analytics

A River Of Big Data + Lakes Of Base Data

Focus On Opportunity Scale, Not Operating

Scale

“Big Analysis” That Goes Across

Disciplines