living in a connected marketplace
DESCRIPTION
Part of a series of interventions given at SciencesPo Paris by THIERRY JADOT, Starcom France CEO - featuring THOMAS JAMET, head of branded content at Newcast France.TRANSCRIPT
LIVING IN A
CONNECTED MARKETPLACE
I. THE RISE OF THE AUGMENTED CONSUMER
YESTERDAY Living on rails
Powerful mass media VS hard-to-surface consumer feedback (no web 2.0)
Media
consumption
time
(reading,
gathering info)
DOWN
TOPconversation
Strong time and space constraints (lack of mobile devices, media & interconnectivity)
Shopping
time
Try-out
time
Feedback
time
YESTERDAY A very linear purchase funnel
TOWARDS THE METAVERSE
INTERNETOF THINGSRFID
WORLD
WEBWIDE
STANDARDSUNIFIEDPROGRAMMING
MOBILEWEB
AUGMENTEDREALITY
DEVICEINTERCONNECTION
breaking the barriers of time & space, interconnecting the cyberspace & the physical world
LANGUAGES
CLOUDCOMPUTING
TODAY TOMORROW What seemed sci-fi yesterday…
MIT’s Sixth Sense at TED, February 2009
… now is reality.
Geolocationbased (peer-)reviews
Retail price & review comparisonsthrough bar code scanning
NO NEED ANYMORE TO GATHER INFORMATION BEFORE SHOPPING –ONE CAN DO IT RIGHT ON THE SPOT, THROUGH HIS/HER MOBILE PHONE
TODAY TOMORROW
“The future is already
here – it's just not evenly
distributed” – 2003
TODAY TOMORROW
WILLIAM GIBSON(author of Neuromancer, the book that
inspired The Matrix and pioneered cyberpunk)
They may not look like the
neural implants we
fantasized about 30 years
ago, and yet mobile
phones connected to the
Internet and its pool of
content – easily browsable
through search engines –
already act as physical
extensions of our memory
A more and more complex pathwayTODAY
Towards a seamless integration of data from
very different sources in our everyday lifeTOMORROW
Microsoft’s Productivity Future Vision, 2011
II. THE DATA CRAZE
THE IMPRESSION OF CONTROL AUTOMATIC DATA COLLECTION OFFERS CAN BE QUITE APPEALING…
TO MARKETERS, OF COURSE
YET ALSO TO CONSUMERS
Tracking one’s electricalconsumption or diet; remembering
previously visited places…
Consumer profiling…
… resulting in more effective & tailored ads (ex: retargeting)
Better sales predictionmodels to manage
supply chains
…and overwHElming
http://www.nytimes.com/2011/10/30/opinion/sunday/giving-the-fbi-what-it-wants.html?pagewanted=1&_r=2
HASAN M. ELAHI – Giving the FBI what it wants
Data Overload – aka information flooding as the best way to
defeat automatic data collection
SELECTIVE IGNORANCE VS HYPERCHOICE
Having to deal with too many elements of very differentlevels of importance can make the informed decisionprocess even less effective than the uninformed one
“Much needs to occur, however, between the
collection of data and observations [...].
For mature thought there is no mechanical substitute. Creative thought and essentially repetitive thought are very different things.
For the latter there are, and may be, powerful
mechanical aids”
VANNEVAR BUSH(author of As We May Think, a 1945 article that
prefigured the hypertext system through the concept of the Memex Machine)
DATA COLLECTION CAN BE AUTOMATED, YET DATA PROCESSING CANNOT
HOW INSIGHTS WORK
- Figures have no meaning by themselves
- To know what to monitor, quantitative research needs qualitative researchbeforehand to identify emerging trends (and hence to dertermine the resultingmetrics it should track, as they have a precise statistical meaning)
THE DATA PROTECTION
PARADOX
• The more carefully it is conceiled, the moreit attracts attention (hiding in plain sight)
• Data collection itself is less important thanthe ability to analyze it and sort it properly
• Processing data effectively remains – and will probably remain – a costy work to do odds are very small that it will soon beapplied to anyone without any specificpurpose
• Proprietary data prevents cross fertilization& weaken the automatic processingcomputer can do
AIs & THE FUTURE OF DATA PROCESSING
RAYMOND KURZWEIL(author of The Singularity is Near,
which deals with how sentient machines might change our future)
Provided a real AI emerges, it could offer a real alternative to human data processing.
Yet, the question remains whether or not this sentient artificial being would agree to do it. If it really is intelligent, it mayprobably find that being given only suchtasks is dull, boring & repetitive…
III. FROM CLUSTERED DIGITAL IDENTITIES TO AUNIFIEDONE?
THE INTERNET’S FOUNDING PHILOSOPHY
ANONYMITY
BIAS-FREE
SHAREDKNOWLEDGE
COLLECTIVEINTEREST
FREEDOMOF THOUGHT
FREEDOMOF SPEECH
Pioneered by scholars
& researchers
YET ANONIMITY ON THE WEB FACES SEVERAL OPPONENTS
$Corporations & private companies that want to cross consumer data
Governmental and peace-keeping agencies that want to ease the
tracking of individuals for enquiries
rep
ort
ing
WHAT THE TRADE-OFF COULD BEIF GOVERNMENTS MAKE THE 1st MOVE
UNIFIED DIGITAL PASSPORTGOVERNMENTAL
AGENCIES
LOGIN TO SITES& WEB SERVICES
deliver & guarantee
SITES THAT TRY TO ACCESS PEOPLE’S INFORMATION
asking permission from and eventually paying a tax to
HOW PRIVATE COMPANIES ARE ALREADY TRYING TO ENFORCE IT TO THEIR ADVANTAGE
Logging oneself into any Google service (Gmail, Agenda, Docs etc.)…
…automatically logs you into any otherGoogle service (including YouTube)…
…and probably soon to other services (as pictured above, Facebook nowdetects if you are logged in Gmail)
allowing marketers to cross even more data types
together, to build an evenmore complete profile and
customer journey
THE FILTER BUBBLE
personnalizedweb searches
showing differentresults for each
individual
WHEN EASIER IS NOT NECESSARILY BETTER
Being able to ask computers questions directly and getanswers immediately may beconvenient – but not having to rephrase those questions or to think of the proper words in advance may deprive us of ourability to question whichagenda lies behind one formulation VS another
TOWARDS THE DEATH OF SERENDIPITY?
back to a life on rails, freed from time and spaceconstraints YET with new barriers (labelling)
Happy accident –aka when one finds something that he was not expecting to find.
written by Alex Delamairealex.delamaire.net@alexdlmr
Part of a series of interventions given atSciencesPo Paris by THIERRY JADOT, StarcomFrance CEO – featuring THOMAS JAMET, headof branded content at Newcast France.
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