5 Big Technology Trends Impacting You and Your Organization Tom Lehman Lehman Associates, LLC Lehman Reports

Lehman Associates, LLC Associations and Supplier Companies Strategy consulting for technology and marketing Customer Satisfaction, Market & Member Research The Lehman Reports™ industry research series Founded 1992, Alexandria, VA

AMS Use and Satisfaction 2006-2016 AMS International: CA, AU, UK 2010,13,16 Association Technology Study 2011-16 Donor Management Systems, 2013-2016 In collaboration with NTEN

Enterprise software used to be about making existing work more efficient. Now, the opportunity for software is to transform the work itself. Aaron Levie, CEO , Box cloud computing

1. Technology as Strategy Improvement Transformation Linear Exponential ROI Potential Technology as Strategy Investment Cost Center Technology as Tools Technology Introduction

Improvement Transformation

Changing Technology Proposition Improvement & Refinement Transformation Value Adoption Time Today

Technology as Strategy Models 12/7/2012 Technology as Strategy Models Tech as Substitution Tech as Enabler Tech as Disruptor Tech Bi-products Sub: webinars, videoconferencing Enable: micro-strategies Disrupt: crowdfunding, apps, sharing economy Bi-product: google search flu, collective fitness bands, traffic congestion

2. The Control and Management of Technology is Changing

Technology Complexity Third-party Services Adoption - Associations Lehman Reports Technology Study, 2015

Ownership of Technology Departments and functions increasingly are the decision makers Required expertise also at department level and is often a limiting factor Technology leadership required to manage the bigger picture Some predictions are that the CMO will spend more on technology than the CIO

Leadership Challenge Lehman Reports DMS Study, 2015-6 Lehman Reports AMS Study, 2016 Percentage with position

3. Users Will Access Content Differently In the Future By 2020, 30% of web browsing sessions with be done without a screen and 100 million consumers will shop in augmented reality. Gartner 2017 Technology Predictions Experience becomes as important, if not more important, than individual content and services. Lehman Reports

Voice Interface For home and work applications

VR

Augmented Reality

Augmented Reality Professional development and training Just-in-time professional support Exhibit hall and conferences Board and committee applications

Intelligence is the new Rock and Roll Audi Advertising Campaign Data is a Rock Star Veritas 4. Intelligence and Big Data

“Over time, the computer itself, whatever its form factor, will be an intelligent assistant helping you through your day. We will move from a mobile-first to an AI-first world.” Sundar Pichai, CEO, Google “If you don’t have an AI strategy, you are gonna die. … The promise of personalization … has been a let down. Devin Wenig, CEO eBay Intelligence substitutes for inventory by anticipating demand, enables proactivity to offer relevant content and services, and builds deeper engagement. Lehman Reports, Tom Lehman

Marketing Automation 20% - use today 35% - by the end of 2017 50-60% - within 2 years Limiting factors … 25% - expertise to use effectively 50% - understanding of potential benefits Lehman Reports Association Technology Study, 2015, 2016 (preliminary)

A Greater Focus on Prediction Basic Historical Reporting Advanced Reporting Multi-variable Predictive Analytics Looking Back Looking Forward

A Greater Focus on Prediction 70% Marketers who plan to use predictive technologies 49% Marketers citing predictive analytics and modeling as key to gaining value from data Basic Historical Reporting Advanced Reporting Multi-variable Predictive Analytics Data-driven Roundup eMarketer, March 2017 Looking Back Looking Forward

Ten years from now, when we look back at how this era of big data evolved … We will be stunned at how uninformed we used to be when we made decisions Billy Bosworth, CEO , DataStax

Internet of Things And Analytics 25-50 Billion devices by 2020 High-volume, continuous streams, global nervous system Business, personal, public sources Advanced analytics and predictive analysis – greater insight Drive personalization Enhance policy, advocacy, cause Requires expertise Text from your doctor go to the ER NOW!

Association / Nonprofit Data

Activity and Program Data Data in Context Member Data External Data Activity and Program Data The most effective models are in the overlaps

360 View Member / Donor Record AMS / DMS remains the hub for most nonprofits Website activity Events registration Community actions Email response Advocacy participation Data overlays Demographics Member / Donor Record

Integration Challenge Associations Lehman Reports AMS Study, 2016 Lehman Reports Association Technology Study, 2015

5. Evolving Role for Mobile Personal technology device Shift from resource to assistant Change in App use Mobile as an interim technology

Situational Segmentation To provide meaningful user experiences, we must go beyond user characteristics, interests, and preferences and incorporate context – what the person is doing and the context in which they are seeking information or services. Lehman Reports Technology Forecasts

IoT Ecosystem

A Major IoT User Interface Makes B2C and B2B IoT possible Mobile as IoT Remote A Major IoT User Interface Makes B2C and B2B IoT possible

IoT Remote / Interface

eCommerce / Services Remote

Changing Role of IT More about Less about Being a strategic resource to help leverage technology Management of the tech environment and providers Big data, analytics, application integration Technology education of possibilities, opportunities Content management strategies A focus on outcomes, contributions Less about Operating technology Purely reactive support function, application training Focus on input and activities Some estimates are that every dollar invested in innovation will require an additional $5-7 investment in technology

The Big Picture Technology as Transformation / Strategy Ownership and Role within your organization How user access your data and services Intelligence and Predictive Analytics Overlay of big data on your data Changing models for mobile Role of IT

Questions and Discussion Tom Lehman President Lehman Associates, LLC / Lehman Reports Alexandria, VA 703-373-7550 Tom@LehmanConsulting.com www.LehmanConsulting.com www.LehmanReports.com Join our email newsletter list