Opinions are all my own

  • Using GPS data to predict where your customers are clustering

    Nearly two years ago I wrote a long missive about how the mobile marketing of tomorrow is beyond anything that you can imagine. It predicted a time when retailers such as Starbuck’s could have vending trucks in larger cities, which they could deploy instead of leasing expensive every-other-corner real estate.

    Vending locations wouldn’t be fixed. Instead, I suggested that the following could happen:

    • The retailer (say, Starbuck’s) could aggregate cell phone data about your movements, as well as everyone else’s who want the same services as you, and …
    • Anticipate through statistical means where to locate itself to fulfill those needs, and …
    • Alert you via your cell phone where they are in real time (e.g., “We’re two blocks away — care for your favorite beverage?”)

    I didn’t expect this to happen overnight. In fact, two years was a pretty aggressive time line in my estimation.

    Therefore, I’m a little giddy to see the first part of the process being mapped out and monetized. Check out the new Sense Networks product offering, for a peek into the future of retailing that factors in predictive modeling of where customers will be next.

    Harvesting the low-hanging fruit, Sense Networks is focusing on helping find city nightlife hot-spots. Its site explains how this product, Citysense, works:

    Citysense is an innovative mobile application for local nightlife discovery and social navigation, answering the question, “Where is everybody?”

    Citysense shows the overall activity level of the city, top activity hotspots, and places with unexpectedly high activity, all in real-time. Then it links to Yelp and Google to show what venues are operating at those locations. Citysense is a free demonstration of the Macrosense platform that everyone can enjoy.

    I see this as the beginning of a location-free bank branch or coffee shop. Exciting stuff!

  • Infoweek and TechWeb launch strikingly familiar b-to-b portal

    This week InformationWeek and its affiliated TechWeb introduced CreateYourNextCustomer.com, a b-to-b portal for their reportedly “13.3 million business technology buyers.”

    Here\'s the scope of what they coverI’ve signed up and looked over their downloads and other resources, and I have to say there appears to be some valuable material. The focus of the portal is to help marketing technology pros plan their campaigns and online media buys. This would happen, in part, by gaining access to their media partners’ planning tools.

    Where have I seen that before?

    Which brings up a little episode of deja vous. They tout a media planning widget, to “zoom in on the business technology marketing solutions you need.” This was of course designed independently of one of the projects that my team produced last year, but I have to say it’s uncanny the similarities!

    Here’s a blurb in Yahoo Financial News on the site and its solution wizard (oh, wait — that’s what our creation is called!).

    What are your thoughts on this portal? Will it serve a need? Or is it too blatant a sell-through device for their partners?

  • The decline of legible handwriting

    Although it might not be a harbinger of lost social capital, it is undeniably sad that typing away all day has made most of us strangers to our once-good handwriting. One of my favorite scholars on the subject of technology and society, danah boyd, blogged about this last year. And now her lament has been put into wonderful comic form, in the Tampa Tribune’s Blogjam:

    danah boyd\'s ode to good handwriting, and lament to its passing

  • June is Online Community Month

    The headline says it all. On my blog, June is Online Community Month. It is so decreed. And mind you, by community, I don’t mean a particular type of web site, such as the myriad online “communities” described by forums, chat rooms and other real community metaphors. I mean real communities — that raise kids and pay taxes and send loved ones off to war — that are strengthened and propagated by online activity (maybe). In a phrase, I’m talking about computer mediated Community, with a capital C.

    Friends vs. “Friends”

    This may seem like splitting hairs, this online Communities versus communities business. But it is huge. It is as different a distinction as a friend is to a “friend” — one forged on Facebook (or some other social network) with the click of a mouse and the exchange of some level of web access.

    My decision to devote a series of blog entries to the topic started in the Fall of last year. Ever the optimist, I had assumed that technology was the friend of community — as scary as it sometimes appears to parents of the young and keepers of the status quo. I was planning to research the topic to succinctly lay out of the facts to this view. Then I did some digging, and a lot of reading and discussing, and now I’m not so sure. Sometimes Chicken Little is right, and the sky really is falling.

    I will be looking, in this U.S. election year, at political involvement online. And also the involvement of grassroots organizations. And even professional associations. I’ll be getting the help of experts where I can, and readers who are willing to provide their two cents.

    Bowling Alone

    I’ll also be helped by an extraordinary book that predates Web 2.0, but still has great value, from the perspective of recent history. It will also be used to fairly distribute blame, where blame is due, to technology other than modern, web-enabled networking. I’m talking about the book Bowling Alone, by Robert D. Putnam. The title comes from the phenomenon of an era that seems distant now, when we as a society bowled in leagues together, usually after work. The disintegration of this community-building ritual, along with others great and small, is exhaustively examined.

    I’ll be sharing observations and statistics from the book throughout the month, as I look at this question: Has technology eroded our social fabric, or simply provided a new way to weave it?

    I’ll start today with this factoid from the book — one that examines the communication technology that scared our parents the way the web does this generation’s. I’m talking about the technology that Newton Minow is 1961 called the “vast wasteland.” His famous speech used that term to describe the specific social decay that comes from a day of television:

    When television is bad, nothing is worse. I invite you to sit down in front of your television set when your station goes on the air and stay there for a day without a book, magazine, newspaper, profit-and-loss sheet or rating book to distract you — and keep your eyes glued to that set until the station signs off. I can assure you that you will observe a vast wasteland.

    The One-fingered Salute

    Bowling Alone talks about the technology of television a lot, asking if there is evidence that a society glued behind a set is more prone to ignoring the niceties that keep a community civil. Below is one interesting finding that the author used to show that it does.

    It compares two self-reported activities: Participating in altruistic community events and flipping the bird to passing motorists. Here is his chart, showing the reverse correlation between contributing to what he calls “social capital” and contributing to road rage. It shows a similar direct correlation between this anti-social activity and highly valuing television. Click for a larger view, fully-legible view. (Ignore the reference to “churchgoing” in the titleby the way. It refers to additional data not shown here. It was included to help those who wish to find the entire dataset in the book’s index.)

    Do people who are socially involved and people who highly value television have the same impolite driving habits?

    Optimists would say that these trend lines may be coincidental. Every generation has complained about the gradual coarsening of its citizens. Web-savvy optimists, such as myself, would also argue that television can degrade “connectedness” while more modern technology aids it. Keep reading this month for more perspectives on this question, to see if I am one such optimist.

  • Associate with Milwaukee interactive marketers at SWIG

    Join me and other members of the Milwaukee Interactive Marketing Association (MIMA) at our May Mixer. It will be held at SWIG, in the Third Ward of Milwaukee. It happens this Thursday, May 22.

    This event is a terrific chance to catch up with colleagues, learn a thing or two about our fast-changing field of interest, and celebrate the late arrival of summery weather — all at SWIG, a newly re-opened hot spot. Here is a map.

    Registration is just $15 for members, $20 for non-members. Register online from the MIMA site. And while you have your Paypal account or credit card in hand, why not join this wonderful grassroots organization.

    The festivities start at 5 PM tonight. I hope to see you there!