20150310 new school-signal-economy
TRANSCRIPT
The Signal EconomyPublishing Success in a Web of Sensors, Senses and Semantics
John Blossom, Shore Communications Inc.10 March 2015
About Shore
● Content Marketing Strategists○ For publishing and content technology
products & services in enterprise and media markets
● We provide:○ Market research, intelligence & analysis○ Marketing strategy review and advice○ Go-to-market content and services
● Recognized:○ Twice-awarded EContent 100 Company ○ SIIA CODiE – Best Media Blog
shore.com
What is Signal?
A new perspective on information
What is signal?
● sig·nal ˈsignəl/ noun“A gesture, action, or sound that is used to convey information or instructions”
● Clear status & action indicators derived from complex inputs
● Highly actionableinformation at theright time & place
Where do we get signal?
Anything
Anywhere
Any time
Signal is the
most abundant
knowledge
resource
today
Everything can generate signal
Internet Protocol Version 6 provides340 trillion trillion trillion addresses!
EVERY THING in the world can send signal via the Web and Web-aware networks
The world IS signal
The economic impact of signal
FROM:Information
Autocategorization
Building data sets
Extracting entities
Computing
Analysis
...and that’s just the “things!”
More than 32 billion new personal sensors in 2014
Not just big data!
It’s what Big Data helps us to DO faster and better with analytics
What’s creating signal?
sensors
social
semantics
analyzed at scale
in Web cloud
services
SENSORS: Signal in motion
● “War on Terrorism”○ I
LocationAltitudeMotionSoundVisionSpeed/PacesOrientationBiometricsProximityTension/PressureGesturesEnvironment
ChemicalsClimateDensityFunctionIdentityInfraredImageGesturesLoadMotionProximitySound
SENSORS: Signal in locations
transforming:
science
industry
services
Topics
Emotions
Opinions
Tastes
Relationships
Activities
Profiles
SOCIAL: Signal from and for people
SEMANTICS: Signal from analysis
Aesthetics
Relationships
Language
Focus
Intent
Conditions
Patterns
Aesthetics
Relationships
Language
Focus
Intent
Conditions
Patterns
SEMANTICS: Redefining seeing
Aesthetics
Relationships
Language
Focus
Intent
Conditions
Patterns
SEMANTICS: Redefining seeing
SEMANTICS: Redefining listening
Weak signals
Asymmetry
Idiom
Nuance
Gesture
Attitude
Likelihood
SEMANTICS: Redefining listening
Sound as an always-on semantic gold mine
SEMANTICS: Redefining markets
SEMANTICS: Redefining innovation
Rapidly scalable resources
Massive data sets
Real-time artificial intelligence
Signifying vs. storage + retrieval
SCALE: Everything is analyzable
SCALE: Everything has syntax
● Sensor data real-timeanalysis enables productsthat act on perceived focus and intent
● The value of sensors hastransferred from hardware totailored big data services
● Publishing vs. triggering
Knowing relationship, focus and intent in real-time
SCALE: Everything is predictive
Mass prediction of personal demand & action
SCALE: Everything is a service
Affordable mass customization of anything
SERVICES: Signal hacks industries
SERVICES: Signal hacks industries
SERVICES: Signal hacks industries
What does signal change?
FROM:Information
Autocategorization
Building data sets
Extracting entities
Computing
Analysis
TO:Predictive Services
Autocontextualization
Signifying signal sets
Mapping realities
Thinking machines
Tailored Actions
What is The Signal Economy?
The value of acting on signal
What is The Signal Economy?
● The generation, collecting, organizing andanalysis of signals that drive economic activity predictively at unprecedented scale
● From hypothesis-driven mass planning cycles to signal-driven targeted production cycles
An economy of signal-driven markets
...using less time, fewer resources and more effective filtering of options
Understand and fulfill unique demands at scale before others even see them
An economy that demands analysis
zeromomentoftruth.com
An economy that anticipates demand
An economy of tailored production
Signal drives scalable micromarkets rapidly
An economy sensing its own demands
An economy sensing its own demands
From a complicated economy...
● Creating economic value out of effective signalso Driving innovationo Exploiting more “blue skies”o Accelerating marketingo Support as research
● From expert-driven decision making tocollaborative, data-drivendecision making
● Marketing before markets are defined
Basic diagram source: Cognitive Edge Pty.
(Accepted Hypotheses)(Valuable Hypotheses)
(No Hypotheses) (Applied Hypotheses)
EXPERTS
SYSTEMSDATA
Temporary Collaboration $
...to economies of complex simplicity
● Creating economic value out of effective signalso Driving innovationo Exploiting more “blue skies”o Accelerating marketingo Support as research
● From expert-driven decision making tocollaborative, data-drivendecision making
● Marketing before markets are defined
Basic diagram source: Cognitive Edge Pty.
$(Accepted Hypotheses)(Valuable Hypotheses)
(No Hypotheses) (Applied Hypotheses)
EXPERTSin perpetual
collaboration
SYSTEMS
SYSTEMS
DATA via perpetual systems (SIGNAL)
An economy that redefines success
Investing in signal monetizes the value of failure
What Should I Do?
Publishers in The Signal Economy
Where publishers like to be
MediaData
Editorial
Text
Distribution
Where publishers fit in the Web
Your StuffSites/Apps x
Search/Distribution
Social
Demand
Publishers in The Signal Economy?
Your StuffSensors/ xBig Data x
Analytics
Web Stuff
Predictive Services
Why hide content from signals?
Make it aware of what makes it valuable now
Why not become a master of signals?
Build services & relationships that deliver it& act on it
Structure is the beginning, not the end
● “Google Now for xxx”○
Can signal from your content be found and adjusted easily?
Is it structured in a way that will enable action-oriented analytics?
Follow the verbs
The verbs of entity relationships shift in real-time
Create new adjectives and adverbs
What subtleties and nuances do others miss?
Adapt to the TL;DR culture
Massive information without massive and instant interpretation and application is a thing of the past
Success in The Signal Economy
● “What processes and actionsare valuable right now?”
● “What should I be looking atthat has escaped my focus?”
● “What are customers/ competitors/leaders/researchers going to do next?”
● “This looks like a valuable idea. Can I get in on it?”○ Monetizing idea selection and access to its testing
Your to-do list
1. Focus on analytics producing actionable metrics○ “How can we quantify semantic signals for action?”○ “How do we respond now?”○ “What are ‘failures’ telling us?”
2. Focus on tailored actions○ Targeted, personal, predictive ○ Aware of real-time syntax shifts○ With rich context from anywhere
3. Focus on actionable syntax for any and all content○ Rethink your assets - are they contextualized for success?
● “Google Now for xxx”○ From static to predictive insights○ From queries to predictive alerts○ From building lists to
building relationships & successful processes○ From delivering facts to multiplatform actions○ From indexing to real-time knowledge mapping○ From producing research to signifying signals
Potential Value Statement
Start investing in long-term change
Be a great service built on signal or great signal for high-value services
A closing thought...
.”..Something can be a real failure until it’s not. It’s just an absolute dud until it’s a hit. So you have to be able to sense those early indicators of success, and the leadership has to really lean in and not let things die on the vine. When you have a $70 billion business, something that’s $1 million can feel irrelevant. But that $1 million business might be the most relevant thing we are doing.” - Satya Nadella, CEO, Microsoft
For Follow-Up
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POSTJohn BlossomPresidentShore Communications Inc.80 Talcott Road
Guilford, CT 06437-5002 USA