posts tagged ‘Predictive Personalization

January 14, 2015

10 Years of 10 Trends

Posted by: in North America

Ten years ago, J. Walter Thompson made the pioneering move to set up what we now call JWTIntelligence, with the purpose of identifying global consumer trends and interpreting what they mean for brands. In the years since, our annual “10 Trends” report has become widely known. To celebrate a decade of “10 Trends,” our latest […]

Recommendations—for products, content and experiences—have been getting more and more finely tuned as brands get access to new data streams and learn how to use data more predictively. The latest futuristic idea in predictive technology: speakers that play what they think the listener wants to hear at a given time. Cone, introduced earlier this year, […]

At last week’s FounderCon in Austin, an annual event hosted by startup accelerator TechStars, a dominant theme was data-driven analysis and decision-making. As consumers generate more measurable data than ever and the tools to process it get faster and cheaper, the opportunities for businesses to make smarter decisions are increasing exponentially. In the HR sphere, […]

Predictive Personalization, one of our 10 Trends for 2013, is the idea that brands will increasingly be able to predict customer behavior, needs or wants, and tailor offers and communications very precisely. One of the ways this trend is playing out is with Google Now, the mobile predictive planner launched in 2012. This week Google […]

The World Economic Forum, a nonprofit best known for its annual gathering of global business and political elites at Davos, has made data privacy a key focus in recent years. We talked to Bill Hoffman, who spearheads their cross-industry initiative on personal data, while researching The End of Anonymity, one of our 10 Trends for […]

Read our roundups in magazine form on Flipboard, via the iOS and Android app or online; click here to find our magazine collection. -As urbanization accelerates in China, cultural traditions long nurtured in Chinese villages are under threat, reports The New York Times. -The Economist spotlights “a quiet boom” in African manufacturing as new industries […]

As outlined in The End of Anonymity, one of our 10 Trends for 2014, tracking and leveraging consumer data is becoming a critical skill for brands at the same time that privacy concerns are on the rise. In researching how marketers can navigate successfully here, we talked to Jules Polonetsky of the Future of Privacy […]

Our 10 Trends for 2014 report highlights the advent of what we call Telepathic Technology, consumer products that incorporate brain-computer interfaces, or BCIs. One delightful new manifestation of this trend is the No More Woof device for dogs, which reads their brain waves and translates them into “human language.” The Nordic Society for Invention and […]

It’s becoming nearly impossible to remain unobserved and untracked by corporations and governments, thanks to an array of new technologies and a growing drive to collect personal data. This trend, which we term The End of Anonymity in our 10 Trends for 2014, will prompt greater pushback from consumers and a rising paranoia around technologies […]

Read our roundups in magazine form on Flipboard, via the iOS and Android app or online; click here to find our magazine collection. Due to Thanksgiving office closures, this double-edition roundup covers items from the past two weeks. -We released our 10 Trends for 2014 and companion video. -An in-depth New York Times report explores […]


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Things to Watch

  • Digital immersive exercise
    February 25, 2015 | 4:04 pm

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    Equinox’s new revved-up cycle class speaks to a growing exercise trend—digital immersion. This month the gym brand unveiled Pursuit, an immersive cycling concept, to limited U.S. gyms. Equinox describes the program as “an immersive studio cycling experience that uses groundbreaking gaming and data visualization to drive competition and inspire peak performance.”

    Continue reading “Digital immersive exercise” »

  • Science fare
    February 20, 2015 | 2:07 pm

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    The worlds of science, gastronomy and art are continuing to cross-pollinate—from edible conceptual art to molecular gastronomy “lab cafés” to synesthetic dining events. Café ArtScience in Cambridge, Mass., is a recent example. Opened late last year by David Edwards, a Harvard engineering professor, the café serves whiskey “fogs” through a special carafe that turns the liquor into vapor (which means consumers don’t take in any of the calories and feel none of the intoxicating effects).

    Continue reading “Science fare” »

  • Aman’s authentic-luxe travel
    February 11, 2015 | 1:06 pm

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    As travelers continue to seek out authentic and unique experiences, hospitality brands keep raising the bar on hyper-localized offerings and exceptional access. Aman, for instance, is introducing a phinisi-style sailing ship in Indonesia, marrying the brand’s ultra-luxe sensibility with regional tradition. With an outdoor lounge and bar, the option to travel by motor, and air-conditioned cabins, the ship brings every modern comfort to an age-old means of navigating the Indonesian archipelago. Another Aman property, meanwhile, offers a dip into paleontology: Guests at Amangiri in southern Utah can join an official dig at the Grand Staircase-Escalante National Monument, working alongside fossil experts for a half-day. The cost of getting one’s hands dirty starts at $600. (Resulting Instagram images: priceless.) —Marian Berelowitz

    Image credit: Aman

  • Adidas’ ‘virtual line’
    February 5, 2015 | 6:55 pm

    Adidas

    Adidas’ new Confirmed app cleverly harnesses the fervor of collectors who normally line up for limited-edition shoes, moving fans onto a mobile platform. App users create an account, then get push notifications when hot new releases are on the way. Interested buyers in a given metro area—only New York City at launch—indicate their size and, if approved, receive details on where and when to pick up the shoes. An Adidas exec calls it a “virtual line.” In addition to collecting data on these super-fans, the app lets Adidas control which influencers get various styles, drives traffic to selected stores, builds additional buzz and cuts out secondary-market sellers armed with bots that secure advance orders. —Marian Berelowitz

    Image credit: Bloomberg

  • Adventurous play
    February 4, 2015 | 1:09 pm

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    Kids will slide through a “Tunnel of Terror” and get slimy on “Mount Mud” in Tough Mudder’s new obstacle course for the 7-12 set. The endurance-challenge purveyor is partnering with European soft drink brand Britvic on Fruit Shoot Mini Mudder, with events planned for the U.S., the U.K. and Ireland. The concept caters to parents looking to pry kids away from screens and get them moving—there’s now a CrossFit offshoot for kids, starting with preschoolers—in ways that are challenging and fun.

    Continue reading “Adventurous play” »

  • Rivals joining forces
    January 26, 2015 | 7:19 pm

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    Not long ago, a collaboration between two rival companies would have been seen as a counterintuitive and perhaps desperate measure. In 2015, however, BMW’s partnership with Volkswagen on fast-charging electric vehicle stations makes the automakers look self-confident, open and serious about sustainability and the common good.  Continue reading “Rivals joining forces” »

  • Virgin Hotels
    January 21, 2015 | 1:42 pm

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    Taking a cue from private clubs like Soho House—which now has outposts from Berlin to Chicago and Toronto—and cool hotel hangouts like the Ace, the first hotel under Virgin’s affordable-meets-aspirational banner houses a Commons Club. Offering “exclusivity for all,” the Commons hosts a “roundtable of ideas and indulgence” at a nightly social hour and includes a restaurant, bar and study area. Virgin marketing also taps into easyHotel lingo with the promise of no surprise fees and free wi-fi.

    Continue reading “Virgin Hotels” »

  • Google’s Ara phone
    January 16, 2015 | 11:51 am


    A new video from Google shows the latest prototype of its modular phone, which will launch this year in Puerto Rico. Project Ara emphasizes personalization—“What if you could make thoughtful choices about exactly what your phone does, and use it as a creative canvas to tell your own story?”—but the sustainability implications are also important.

    Continue reading “Google’s Ara phone” »

  • Nike taps into urban exploring
    January 5, 2015 | 1:13 pm

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    The city is the new terrain for Nike’s rebranded all-conditions gear, now named NikeLab ACG. Taking a cue from the urban exploration trend (“urbex”)—which involves venturing into unseen and generally off-limits structures and documenting the adventure—Nike says that “For today’s athletes, the city is the ultimate landscape,” complete with “modern obstacles” and many microclimates. Images show an intrepid explorer on a rooftop amid skyscrapers. The urban environment is now as challenging, intriguing and adventurous as the natural landscape.

  • Tears become… streams become…
    December 17, 2014 | 1:50 pm

    Artists and performers are increasingly creating multisensory pieces that immerse and envelope audiences, who in turn are embracing these one-of-a-kind experiences. In New York, the latest example is the performance and installation tears become… streams become…, a “field of water that harnesses light, reflection, music and sound” by Scottish artist Douglas Gordon and French pianist Hélène Grimaud.

    Continue reading “Tears become… streams become…” »

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