Social Marketing Intelligence and society

Sorry to our readers that I have been somewhat absent - Tomi thought I had fallen off a cliff - the fact is I have been working on a number of rather time consuming projects.

Anyway a lot to get through.

We have been writing recently about Social Marketing Intelligence being the black gold of the 21st Century - Today we leave digital footprints - and therefore we recount the audience to a degree of accuracy never before thought possible this is called Social Marketing Intelligence. Social Marketing Intelligence is the ability to take large, raw and multiple data flows - refine those data flows to enable organisations to recognise the patterns of social interactions, social network structure, and each individual’s role therein – such granularity is critical for delivering the appropriate communication to the appropriate audience at the right time.

We go from cost per thousands to Cost Per Relevant Audience

But it has all sorts of other possibilities take this story for example. About how data from the use of cell phones and other mobile devices yield patterns of movement that can help public agencies and businesses.

In the aftermath of the September 11 attacks, U.S. officials scrambled to secure other national landmarks that might become future targets. Chief among them: California's Golden Gate Bridge. Might terrorists try to destroy the passageway between San Francisco and Marin County, and if so, how widespread would the fallout be?

To answer those questions, the Homeland Security Dept. turned to a small company called Inrix, which was recently spun out of Microsoft (MSFT) and uses GPS-enabled mobile phones and tracking devices installed on commercial vehicles to monitor traffic conditions. Inrix used its models to predict that the loss of the 1.7-mile bridge would result in immediate transport chaos. But less predictably, Inrix found that the region would bounce back quickly. On Days Two through Four, the system tends to adjust because people know what is happening and adjust their plans.

So -

Inrix was able to reach those conclusions using what's known as "reality mining," or the study of human interaction based on usage of mobile phones and other portable computing devices. Researchers say they can get a more accurate picture of what people do, where they go, and with whom they communicate from a device they carry than from more subjective sources, including what people say about themselves.

And a big hairy audacious goal

Researchers can use this trove not only to gird for such doomsday scenarios as a terror attack but also for practical business purposes, like helping companies foster interoffice cooperation, event planners manage multimillion-dollar conventions and conferences, and cell-phone companies provide better customer service.

Reality mining can also help city planners unravel traffic snarls and public health officials track and prevent the spread of illnesses, such as severe acute respiratory syndrome, or SARS. "There is so much societal good that can come from this," says Sandy Pentland, a Massachusetts Institute of Technology professor and reality mining pioneer. "Suddenly we have the ability to know what is happening with the mass of humanity and adapt society to accommodate the trends we can detect, and make society work better."

And finally what has been sitting under mobile operators al this time -

Nathan Eagle is a research scientist at the MIT Design Laboratory who works with Pentland. Eagle is currently working with a database that holds an entire month's worth calling data for a whole European country, though he won't say which one. Scrubbed of all information that might be used to identify people, the data set contains information on 250 million phones and some 12 billion phone calls.

Wireless companies could use the information to help keep customers from switching to a rival—a strategic must in a region where most of the population already has a cell phone and "new" customers are scarce. Eagle mines the data for a range of information, such as identifying so-called influencers, who use their phone the most. Not only are these subscribers valuable because they use their phone a lot, but they're also more likely to influence other people's service and product purchases—and to take customers with them when they switch.

We know this to be true and Xtract have some compelling case histories to demonstrate this new reality of the new oil business - Social Intelligence. Mobile is the 7th Mass Media

Comments

[beats by dre store]

ability to know what is happening with the mass of humanity and adapt society to accommodate the trends we can detect, and make society work better."

[prada]

Ho pensato che sarebbe stato noioso alcuni post vecchi, ma in realtà compensato per il mio tempo. Io posto un link a questa pagina sul mio blog. Sono sicuro che i miei visitatori troveranno che molto utile.

[Lancel]

J'ai été surpris honnêtement avec la façon dont ce blog a été fait, belle mise en page, rédaction professionnelle, excellent travail!