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Getting Ahead Seeing the Future
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in order to reap the most bene ts. That s going to take some doing.
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So much data, so little time. Web behavioral data Customer satisfaction data Business outcome data Competitive data Social interaction data Financial data Demographic data Psychographic data Technographic data If and when all of this can be dropped into the hopper and correlated, the ability to cater to individuals and send the right message to the right person at the right time becomes an absolute necessity. Make no mistake, this is going to be painful. This is heavy lifting or, as the technical team likes to describe it, nontrivial. In the words of David Weinberger, The universe is analog, messy, complex and subject to many interpretations. Companies like Unica (www.unica.com) and Teradata (www.teradata.com) are coming at the problem from the marketing management and the data management side,
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while companies like Omniture (www.omniture.com) are coming at it from the web analytics side, and those like Webtrends (www.webtrends.com) are coming at it from the best-of-breed, systems integration-through-sharing side. But the data are messy. It s going to take time to collect, cleanse, synchronize, correlate, and gain insight from all of these sources, and while you re at it, new things are going to come along that will knock your socks off. Some are here already.
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Yes, We Will Read Your Mind
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That s not exactly right. More accurate would be: We can already read your mind. If you re like me, you were fascinated by Martin Lindstrom s book Buyology: Truth and Lies About What We Buy (Doubleday, 2008). He spent four years putting willing subjects into Functional Magnetic Resonance Imaging systems and watching which parts of their brains lit up when shown a variety of print ads, TV shows, and brand images. Wonderful stuff. What follows, however, is the ultimate in social media metrics because it s the ultimate in human metrics. It is literally reading your mind over the Internet just by your visiting any web site that uses technology and analysis from NextStage Evolution (www.nextstagevolution.com). You are now experiencing one of two reactions and likely both at the same time. 1. Jim has well and truly lost it. 2. This should be interesting. Stick with me; I think you ll nd #2 to be dominant by the end.
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YOUR BRAIN IS UNIQUE
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Each human brain starts out different from the rest based on its genetic inheritance. It then immediately proceeds to differentiate itself from others based on its real-world experience. Nature and Nurture. From nature it gets race, gender, and a penchant for some abilities over others. From nurture, just about everything else. If you study the neural patterns in a brain, you can determine if the owner is male or female. There is a difference. (Vive la diff rence!) e The neural patterns in your brain are unique. Everybody every brain is different. But they share similarities in their differences. Male brains look more like male brains than they look like female brains. These similarities are recognizable enough to detect, for example, what language one speaks. Brain-scanning technologies are great for measuring blood circulation and the amount of electricity owing from one part of the brain to another. But they are insuf cient for the sort of detection we re exploring here. For that, we need something more reliable, something more repeatable, something more sensitive. So we look to the human as a detection mechanism. Speci cally, the individual human s use of a computer mouse when visiting a web site.
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YOUR MOUSE TELEGRAPHS THE INNER YOU
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Child development experts will tell you that a two-year-old child should be able to walk, handle stairs alone, sit in a chair, kick a ball, and turn the pages in a book. But they don t do any of those things as well as a three year-old. Who doesn t do them as well as a four year-old. The child develops new skills because its brain recognizes situations and improves hand-eye coordination.
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