Advertising Age Marketing Technology Trailblazer

Today Advertising Age announced their 2017 list of top 25 Marketing Technology Trailblazers and I am honored to be included.


Photo by Bradley Taylor, Caprock Studio 

A big thank you to the Epsilon corporate communications team, DGC and Advertising Age judges. I am truly humbled by the inclusion with such a great list of industry innovators.

I am incredibly grateful to my data design strategy and innovation teams. From research, planning, data design, digital strategy, digital experience delivery, social and innovation a huge thank you for all that you do.

I also want to thank Richard McDonald and the Epsilon agency leadership team for your continued support. Richard, it was your vision that sold me on joining Epsilon and its one of the best career decisions I have made.

Tom Edwards AdAge

Finally, a very special thank you to my amazing wife Cherlyn for supporting all the crazy hours and travel for the past 17 years.

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Artificial Intelligence & The 4P’s of Marketing

Tom Edwards, Ad Age Marketing Technology Trailblazer and Chief Digital Officer, Agency @ Epsilon discusses how the 4 P’s of marketing; Product, Price, Place & Promotion will need to evolve as intelligent systems redefine how we advertise and connect with consumers.

Understanding Psychographics, Predictive APIs, working through Proxy’s and Pervasive intelligent environments represent a new framework for marketing in the near future.

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68 Top Trends So Far in 2017

Over the past six months, my team and I have evaluated the top emerging technology trends that will fundamentally reshape how marketers will connect with consumers.

Here is a brief preview:

The full analysis includes 68 trends categorized by our trend framework of Empower, Enhance, Feel & Ambient Computing. This will replace our original framework of Connection, Cognition & Immersion.

Empower to create content, engage and connect through new interfaces and touchpoints.

Enhance your daily life activities and responsibilities through intelligent systems and proxy’s.

Feel emotional experiences like pleasure and excitement delivered through immersive computing.

Ambient computing is the alignment of all three behavioral drivers.

Download the 2017 Midyear Trend Deck Today!

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Symposium 2017

I had the privilege to speak and host Epsilon Symposium 2017. With hundreds of clients in attendance, I was tasked with discussing the role of artificial intelligence across Epsilon and Conversant as well as tease examples of emerging technology that my team and I are working on.

Here are the key highlights I discussed during Symposium 2017. Part of my role is evaluating and embracing the latest innovations and determining how they connect to our Epsilon and Conversant solutions.

Whether that’s through conversational and voice based experiences such as Alexa Voice Services, Google Assistant & Siri, or the amazing artificial intelligence work happening here at Epsilon and Conversant or immersive computing such as augmented & virtual reality, that’s bolstered by our data, insights and creative execution.

So the last ten years I have talked about how disruption is the new normal. How emerging technology can impact consumer behavior and what it means for marketers.

Today we are at an inflection point. Where we are seeing the shift from mobile first to AI first. It’s less about disruption and more about acceleration through intelligent systems.

That’s where Epsilon and Conversant’s heritage of aligning data and technology and driving innovation is the key to leveraging whatever the future may bring and where consumers will be.

Within the agency business, we are using Machine Learning to categorize the data of culture along with our data of identity to fuel our creative approach.

From a product perspective, We are also achieving harmony (Pun intended ;) through machine learning and AI through a centralized intelligence hub for decisioning across channels.

Finally, Conversant is at the forefront of integrating AI through machine learning and image recognition to create world-class speed and scale where every 5 minutes, consumer actions across 160M individual profiles lead to over a billion model updates.

The key moving forward is empowering consumers, enhancing solutions through artificial intelligence and creating immersive experiences

Regardless of how the future state shifts and evolves… be it through bots becoming agents on our behalf, the evolution of consumer based journey’s expanding to include system based journey’s or a hyper connected augmented reality future. All of those elements will be highly dependent on Data and decisioning as the foundational element.

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Microsoft E3 Xbox One X Reveal Analysis

Tom Edwards, Ad Age Marketing Technology Trailblazer and Chief Digital Officer, Agency @ Epsilon analyzes elements of Microsoft’s 2017 E3 press conference.

Included in the analysis is the reveal of the Xbox One X and why it’s relevant for marketers,  briefly discusses some of the game reveals, discusses the role of gaming and connecting with Gen Z including eSports, the role of affinity alignment and more.

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Apple WWDC 2017 Full Recap

When I think of Apple, 3 things come to mind: Industrial design of it’s hardware, interoperability across products, and of course millions of apps. After WWDC 2017, I need to add artificial intelligence (AI) enabled experiences, device level privacy and a new focus on augmented reality.

Here is the Full Recap:

AI was a the key theme of WWDC (mentioned 20 times in 2.5 hours). Apple highlighted how both machine learning and deep learning are now integrated across multiple products. From Apple Watch, Siri, facial recognition in photos and even hand written notes in iOS11. AI integrated experiences were one of the more important areas discussed during WWDC. 

WWDC also saw a new hardware launch in the form of the HomePod. HomePod is Apple’s entry into the Smart speaker market. While Siri is integrated into the device it’s to be determined the role it can play for brand marketers as the skills and actions we have begun to depend on in other product ecosystems was surprising absent.

Apple is also investing heavily into enabling augmented reality experiences through hardware and software. With the launch of ARKit, their strategy is to empower the millions of developers to take their AR building blocks and create immersive experiences that are closely mapped to the real world via world tracking for both 2D and 3D elements.

Apple is building a foundation for the future built on device level privacy, artificial intelligence, augmented reality and multimodal computing through evolving Siri beyond handsets into cars and the home with Homepod.

Here is a quick reaction video following the WWDC Keynote.

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Apple WWDC 2017 Analysis

Tom Edwards, Ad Age Marketing Technology Trailblazer and Chief Digital Officer, Agency @ Epsilon analyzes trends and highlights from Apple’s worldwide developer conference.

Trends include the evolution of Siri, the launch of Homepod, ARkit and additional improvements to iOS11 and the impact it all may have for brand marketers to consider.

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5 Midyear Trends to Watch in 2017

2017 has seen a rapid acceleration of technology trends. Of the 50+ trends observed from CES, MWC, SXSW, F8, Google I/O and more, here are the top 5 midyear trends that I am closely monitoring heading into 2018.

1) MOBILE FIRST TO AI FIRST

For the past few years, Facebook, Google and other industry heavy weights have proclaimed to be mobile first organizations. Now at the midpoint of 2017 we are seeing shifts from mobile first to AI first. Google recently announced their intent to redefine their core products around AI research, tools and applied AI.

Through 2017 Machine Learning (ML) and Artificial intelligence (AI) are rapidly transforming business, products and services. A primary fuel for ML/AI is data. Understanding how to create actionable data centric AI experiences is critical to drive growth in 2017 and beyond.

2) MULTIMODAL INTERFACES

Conversational experiences have been a primary topic of discussion in 2017. From bots to voice based experiences, to computer vision and object recognition, expanding solutions beyond mobile and desktop has been a major trend through the first part of the year.

The shift towards AI first means text and visual tied to mobile and desktop are not enough to evolve the future of interaction.  As 2017 continues to unfold, we will see more voice + paired visual experiences come to market where voice is driving a visual companion experience to further enhance Alexa Skills and Google Actions.

3) CAMERA AS A PLATFORM

As marketers begin to shift their attention from Millennials to Gen-Z, strategies in the first half of 2017 are shifting towards leveraging the camera as a platform.

From Snapchat’s ever evolving lenses to Facebook’s newly announced Frames & AR studios, major industry players are taking a core native behavior that is all about empowerment for the consumer and building new solutions that will integrate real-time data, location and object recognition to create new forms of effect based marketing.

4) RISE OF THE PROXY WEB

The first part of 2017 has shown the first major steps towards the rise of the proxy web. The proxy web is predicated on systems taking over core day-to-day human functions and becoming agents on our behalf. One of the big steps towards this in 2017 was the recent launch by Google of Google Lens.

Google Lens combines the power of Google Assistant and provides the ability to overlay computer vision, which will serve as the basis for contextual augmented reality that links to various services, from purchasing, to content, to predictive reservations based on traffic and other environmental factors. Voice has led the way in 2017, 2018 will be the year of computer vision powered experiences.

5) DEMOCRATIZATION OF IMMERSIVE COMPUTING (VR/AR)

One of the drawbacks to mass adoption of virtual reality has been tied to how isolating an experience can be with limited abilities to share “what’s happening” Both Google and Facebook realize that adoption is closely to accessibility and the ability to share experiences. 2017 has seen a major shift towards the driving the democratization of virtual reality.

The key to driving adoption at scale is to empower consumers, developers and other 3rd parties to create experiences. From empowering the creation of user generated 360 degree content to co-viewing, casting, capturing and sharing VR content. It’s important for brand marketers to pay attention to how consumers interact with these experiences and the rate at which they are creating their own virtual content.

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Google I/O 2017 Full Recap

This week I had the opportunity to attend the Google I/O conference in Mountain View, California. It was an incredibly compelling event as Google shifted their focus as a company from mobile first to AI first. This means that all products will be redefined and enhanced through various forms of AI.

This includes the Google Assistant, which was the star of the show. The deck goes into detail, but it’s incredibly important that we begin thinking about the role that the Google Assistant plays across home, smartphone, wearables, auto and soon AR. With the launch on the iPhone announced at the conference it gives Assistant 200 million voice enabled devices out of the gate.

What is also key to consider is the Google Assistant equivalent of an Alexa Skill, called an Action by Google. Actions can support transactions outside of Amazon as well as not requiring installation. Also, there is a very small number of actions that exist today, but a huge and rapidly growing ecosystem of devices that are Google Assistant enabled.

Here is the full trend recap and analysis:

Section one covers trends tied to connection & cognition:

  • Vision of Ubiquitous Computing
  • Multi-Modal Computing
  • Google Assistant (Actions, Auto, Computer Vision, Wear)
  • Android O
  • Progressive Web Apps
  • Structured Data & Search

Section two covers all facets of immersive computing:

  • Immersive Computing
  • Daydream (Virtual Reality)
  • Social VR
  • WebVR
  • Visual Positioning Services
  • Tango (Augmented Reality) 
  • WebAR

In addition to the attached recap, there is also a 4 minute “light recap” video:

For third party commentary, discussed the role of Google Lens & Computer Vision with AdExchanger here

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Google I/O 2017 Live

Coming to you live from San Francisco and Google’s I/O conference. Here is a recap of some of the key highlights.  From their shift from mobile first to AI first, the launch of Google Lens, computer vision as the next form of computing, and the digitally augmented future.

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10 Years of BlackFin Blogging

April 22nd, 2007 marks the date of the first blog post under what was then TheBlackFin.com. Now 10 years and 456 posts later the blog has morphed into what it is today.

Here is a shot from the old TheBlackFin blog. 

Starting and maintaining a blog has proven to be one of the most important decisions and invaluable assets in my career development and progression over the past decade.

By the simple act of formulating perspectives on various industry topics, it served as a foundational knowledge base to capture trends and evaluate shifts tied to consumer behavior.

Over time it served as a timeline to measure and gauge key technology inflection points and the impact of disruptive and emerging technologies.

Knowing that I had to create content changed my curation behaviors tied to industry news and new technology. My focus shifted from simply consuming content to analyzing topics and looking for connections as the foundation for digital strategy.

I joined Twitter the same month I started my blog in 2007.

Now, the role of my blog has shifted to sharing thought leadership with agency clients, a reflection of industry media commentary, and speaking engagements. But regardless of how much the focus evolves over the next ten years at it’s core the blog will still be about aligning experience + perspective + prediction.

My strategic approach developed through blogging was a key component to recently being named by Advertising Age as a Marketing Technology Trailblazer. 

Beyond blogging, here is additional advice for those just starting their career.

Have a POV – Regardless of platform have a spot to capture your thoughts and focus on 2-3 territories in your industry of interest and begin commenting and creating your voice and perspective.

Build a Network – Your most valuable professional asset is your network. Be diligent in meeting movers and shakers in your industry and seek out those who are crafting a narrative in their industry and emulate their approach until you refine your own.

Mentor & Sponsor – Having an internal advocate is incredibly important when it comes to career advancement. It’s not enough to keep your head down and work hard. You need to work hard and have an internal sponsor who will champion your advancement.

You will also need a mentor, preferably someone who is not in your current organization but knows your industry to provide a bigger picture perspective and guide you through the challenges that will inevitably be a part of career advancement. I have been incredibly lucky and thankful to those who have sponsored and mentored me over the years.

Thank you to the thousands of visitors over the past 10 years. I write to openly share thoughts about the industry and to unravel the connection between emerging technology and it’s impact on human behavior.

Here’s to the next 10 years!

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Tom TheBlackFin Edwards & BlackFin360 are your one stop shop for digital and emerging media trends to bring innovation to reality