Tag: information

  • Banking on data

    There was an article recently at PSFK, which, in addition to the impending data explosion, also talks of the need for brands to invest in technology to mine, analyse and identify changing consumer needs and opportunities. Though probably, at a later stage, the automatic ‘sensors’ mentioned in the article would beat the self-expression media services as the largest data source, at this stage, the latter seem to be the biggest contributors.

    So what is the data that’s getting generated? As social networks evolve, the role that they play in the individual’s life is also evolving. While flow of information, and communication seem to find social networks as natural conduits, the networks are also now sources of entertainment for many. (study by Edelman) What does this entail for brands, their communication and the content they generate?

    Amidst the social network revolution, brands have been trying hard to eke out a place for themselves – to slide in easily into the conversations, and lives of individual users. Some have been successful, and some have not, the latter mostly when they try to use these as distribution channels for other media content alone. I read a few days back that the two official sponsors for the World Cup – Adidas and Coke, had been trumped by their competitors – Nike, and Pepsi, as far as WOM goes. Not surprising, both tell excellent stories. It makes us feel.

    httpv://www.youtube.com/watch?v=idLG6jh23yE

    httpv://www.youtube.com/watch?v=eQmu48sZohc

    There’s this excellent presentation by Rory Sutherland about intangible, and perceived value that brands create. A bit dated, but I happened to see it recently. It made me think about Maslow’s Hierarchy of needs and the tangibility of various levels.

    As civilisation advances and scarcities and abundance are rapidly traded, and as brands progress, don’t the lower levels of Maslow’s needs hierarchy become hygiene? So, would users prefer brands that help them in the esteem and self actualisation areas? It perhaps might be an example of ‘seeing the subtext you want to see’, but the Nike ad – ‘Write the Future’ seemed to be all about self actualisation and the Pepsi’s ‘Oh Africa’ seemed to be all about an ever-changing crowd that seems to be impossible to keep pace with. To quote Clay Shirky, “The category of ‘consumer’ is now a temporary behavior rather than a permanent identity.”

    Which brings me back to the data explosion. The challenge, I guess, is an old one. Finding motivations, sensing patterns out of all the data to understand why we ‘Like’, why we ‘share’, and so on, and then give us a value proposition. With rapidly evolving technologies, even the value needs to adapt much faster than before, because if the brand is late, there’ll be another that delivers. But then again, at higher need levels, when the individuality/uniqueness quotient increases, will the manifestation of needs show a collective pattern? Or will the individual’s behaviour pattern become more important for brands? Multiple data sets, multiple patterns, multiple challenges. Interesting times indeed 🙂

    Meanwhile, here’s one closer home. (via Gaurav) A very interesting project by Tithiya Sharma – The 100 Heroes Project. I’m sure it’ll be a wonderful story and if I were an airline brand or even a MakeMyTrip/Cleartrip or anything to do with travel, I’d take a look at the project.

    until next time, tripping on data

  • Life…streamers

    Sometime back, I read an extremely interesting post by Chris Messina – how we’re now hit by a plethora of data and information on the real time web, which our brains have not adapted to, and how, in order to process this, we’d require an augmentation of our existing abilities.

    The information overload has been happening for a little while now. Between reading blogs, writing them, microblogging, Facebook and all the shiny little tools that keep coming up, it’s a constant juggling act. I’ve been on Twitter for over a couple of years now. I can see a drastic change in the relationships there already, as compared to the banter of the initial days. New people, new thoughts, old people who’re changing with time, old thoughts recycled.  A simple @ tag connects lives. Meanwhile, its not just relationships and thoughts that change, but also behaviour – the need to share an experience, attention deficit, and so on. These would obviously vary with an individual’s usage of Twitter, facebook etc, but I’m sure there are more like me.

    While I’ve been dimly conscious of the vastness of the Twitterverse, I had a more tangible realisation only after i came across a tool (from an article shared by Shefaly). As I sat watching the pictures streaming across the screen on Twitcaps, I felt I was somehow connected to all of them across the world sharing images – from parties to churches to landscapes to death to raunchy stuff to coffee mugs and so many many other things. There are multiple images being shared every second, and I had an acute realisation of the magnitude of change happening, in terms of connectedness and sharing. The population of the world, the population of your own city, the number of people working in your office/living in the apartment complex- as the numbers come down, the people slowly change from a blurred intangibility to a focused person. But as we get more and more networked, the number of persons who become tangible are increasing, the arguments about their relative importance to self notwithstanding. As Chris says in the article, can human beings cope after a point?

    Sometime earlier this year, I remember writing a post about speciation – the evolution of the human species, and how replacement of body parts and advancement might finally end up in a being that may not match our current concept of human, or even living, like the Cybermen in Dr.Who. In that post, I had also mentioned Homo Evolutis, one of whose characteristics was networked intelligence.

    As the information deluge gathers momentum, there may be those who choose not to be part of it, who are comfortable not being part of this vast stream of consciousness, while there may be others who use their abilities and the augmentation to embrace this. These are obviously two extremes, and its quite possible that humans would figure out a middle path. But I already see this divide happening – some leaving it by choice, some left out by circumstances. The learning curve is becoming so steep that after a few years, it might be difficult or even impossible to catch up. And that’s how I begin to wonder whether we’re rapidly approaching the point when the species will diverge. Maybe not in my lifetime, but within a couple of generations?

    There’s another aspect of all this that I wondered about. With the increasing amount of information and the speed at which we’re forced to process it, will we have time to acquire more perspectives, or continuing that cycle, accumulate more baggage? Will that change the way we behave with people, and the way we live life? Will we become more objective? Or will we become more biased, relying on notions we don’t have time to change, and behaving accordingly?

    As I write this there is a stream of thoughts running in my head – of times, friends and relationships. Poignant moment as I realise the vast yet connected nature of the universe and its inhabitants. In the miniscule amount of my lifetime that I have spent on Twitter, I realise that people and relationships have changed, perhaps irrevocably. The lifestream will be an interesting read for me later, if I do manage it. Meanwhile life flows, faster, faster, until each second and beyond is accounted for, with streamers in between, so that we might remember…just..

    until next time, you’re here..now..reading post #700..thank you 🙂

  • The Long Tail of Caves

    I read about the Jaipur Lit Fest, only thanks to a tweet from prolificd/roshnimo, this despite the fact that I fancy myself to be quite a voracious bibliophile. So, I wouldnt have been surprised to be asked ‘Have you been living in a cave?’.

    I blame it on the information overload, and wonder if we have reached full circle. Once upon a time, the means of communication was so minimal that most people lived their lives without most of the information they’d have liked to have. These days, its the other extreme of communication means, but the effect is the same. Even if I have an interest for something, I might end up missing the information, simply because of the large amounts of data I’m plowing through in terms of Twitter, blogs, Facebook, news sites and so on. Don’t even think of saying noise, or filter. There are limits and it doesnt help if you have interests in the social web, Bollywood, puns, books, Formula 1 and so on.

    The more interest I have in different verticals, and the more conversations I have in any one of these, I expose myself to being in a ‘cave’. Different people based on their interest areas and levels of interest, would thus create a hmm, long tail of caves!!

    I’m getting by now by paying special attention to those whom I trust, in specific fields, to give me the latest, valid information. A sort of virtual look out. But I’m hoping for a better solution, like say, a few vertical networks?

    until next time, wassup? 🙂