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for deceit. All others should quickly take note that online mendacity is punishable by a deep and abiding drop in brand af nity leveraged by tens of thousands of outraged individuals. Not enough Still worried that the NextStage technology in the wrong hands spells disaster Wondering how on earth does this capability work in a world with such a tenuous hold on privacy John McKean gave me an answer.
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John McKean is the executive director of the Center for Information Based Competition (www.informationmasters. com). I met him while doing some work on behalf of Teradata and realized at once that he had been working on something I have been hoping for, for more than a decade true customer control. After several conversations, I asked John to write us his perspective and approach for inclusion in this book and he acquiesced. (The following is reprinted by permission, copyright John McKean.) The Future of web measurement . . . the fatal current-state assumption . . . or Consumers as Information Integration Point . . . Next Generation of Web Empowerment . . . and Measurement Current thinking of how the social media/web will be measured in the future has one fatal aw. It assumes that the Web s transformation of our current business model will continue on its current trajectory as will the relative incarnations of its measurement. It will not.
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The web s future transformation of our current consumer business models will not only eclipse the previous effects on current models but will drive a complete inversion of these consumer business models. Our preoccupation with current state has placed us in a dangerously na ve position with our assumptions that the advancement of web analytics will continue with organizations as the point of information integration. It will not. The next incarnation of the web will place the consumer squarely as the point of data integration. If we consider our current state . . . Organizations are already dangerously behind the consumer s ability to leverage the Web for online and of ine information. This reality places an organization s relevancy at great risk. By the sheer law of markets and consumer behavior, consumer information integration will begin shifting from organizations to consumers . . . the complete reciprocal of our current business models. Why The best place for the most relevant consumer information is the consumer and always has been. The consumer just hasn t had a mature information enabler such as the web to facilitate this strategic information shift. The technology layer of this information enabler is now in place. The consumer is also the most ef cient place for this information to reside from a macroeconomic, market, and consumer perspective. Most importantly, the consumer has the best knowledge regarding their future buying actions and verifying their buying intentions.
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Currently, the vast proportion of innovation is happening on the buy side of consumer interactions. The sell side innovations are progressively being less and less. Within 10 years, consumers will be the sole integration point of their own information, and businesses will be operating in the complete reciprocal of their current customer management strategies and practices. This consumer information shift will have the historic and economic signi cance of the Industrial Revolution. The seemingly fundamental transformational effects that the advent of Google, YouTube, eBay, and Facebook has had on the evolution from a centralized and structured system of business to one of conversation and collaboration between individuals will pale in comparison to a world in which the consumer [is] the point of information integration. A world where consumers initiate each consumption activity/interaction, manage their own experience, and determine what information is collected, how it is used, and how it is disseminated. The current-day equivalent would be our B2B business model relative to RFI s [Request For Information] except they will be issued by individuals to businesses, i.e., Personal RFI s. This business model will spawn an entire new industry for the information machine required to match the individual s request and potential suppliers or 3rd or 4th party service providers, i.e., information intermediaries. It will also give rise to an entire new system of protecting information privacy for managing this new information ow in both directions.
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