Tips and Tricks to boost Social Media ROI
2009/08/05 Leave a comment
In the old days Business Intelligence was about aggregation and fast summaries in datacubes.
Today Microsoft SharePoint analytics components employ the acquired ProClarity technology to allow drilling down and through atomic data. This is not your grandfather’s datacube!
Natural gas companies that drilled down now drill across and ‘through’ to release tremendous amounts of value.
An interesting parallel and visit www.scenario2.com to see how this is done with current data or for data that has not even ‘formed’ yet or future data! The technique can be applied to ‘fracture’ Web interactions, Call Center interactions, Market Research (SAS or SPSS -like data), Operations, Quality and other data–all in parallel, just like the drills.
Cheers,
Nick
www.neuropersona.com
www.adscenario.com
“…Here in Canada the Montney is the main new unconventional gas play, with the Horn River shale just getting going. Both are in northeast British Columbia. Improved techniques are also boosting Albertas original unconventional gas play, the Deep Basin. There were 157 wells drilled in the Montney and Horn River plays in 2007, according to a report by Tristone Capital. This year there should be 900. Production in the Montney is already in the hundreds of millions of cubic feet per day, while its just starting in the Horn River. Both plays are estimated to hold many trillions of cubic feet of natural gas resource although how much of it can ultimately be produced will require much more drilling and production history.
Unconventional production depends heavily on specialized well-completion services like fracture stimulation. In addition to being the principal profanity on Battlestar Galactica, fraccing means pumping sand and oil or water into a well and expanding or creating fractures in the reservoir to enable natural gas to flow. In the old days you might run one or two fracs in vertical wells. Today the shale and tight sand plays are being cracked by drilling horizontally and fracturing six, 12, sometimes 20 times, each frac separated by high-tech composite plugs. Calgary-based service companies Trican and Calfrac are leaders at this.
Alberta Venture | Hail the Humble Resource Play
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2009/08/02 Leave a comment
2009/05/31 Leave a comment
We have used the concept of Quantum Entanglement in the past to describe how to align value and customers.
Neuropersona Quantum Entangled Pair
Search is another media where we have successfully used our Neuropersona and Scenario services and it can be simply described by using a drop of water.
A properly designed Neuropersona mask and product or service value proposition form an entangled pair where changes in one cause changes in the other, a self-adjusting value alignment.
When two drops of water fall into a pool near each other and at the same time the concentric rings overlap in the same way as illustrated in the diagram above. If one set of rings are a searcher’s story lens and the other set of rings is the equivalent for the search results served up by Google, Yahoo or MSN (soon Bing) then the searcher gets what they need from the search engine.
Unfortunately this is not what is happening as advertising and conditioning provides a far less valuable search result.
Stay tuned for the Neuropersona Proximity Search service and we will explore how it leverages Media spend.
Cheers,
Nick www.neuropersona.com
2009/05/30 1 Comment
To understand customer choice options consider a unique way to view and understand customer behaviours, or a Nueropersona Proximity Search. For asthose familiar with the Neuropersona mask concept we will look at proximity.
Neuropersona Proximity Search
This image represents two stones being dropped into water. The rings from the two stones overlap and this is where there is ‘rough’ water. The closer the proximity of the two stones the more rings overlap and the rougher the water. We use this concept when aligning product or service offers to customers. The closer we can align our product value to the customer behaviours that need to be served, the higher probability of a sale.
Using a Neuropersona Proximity approach allows us to be close but not perfect when it comes to search.
Consider another important concept in our lives, the shopping basket and how Marketers perform shopping basket analysis where considerable energy is devoted to understanding which product ‘pairs’ go together. By understanding the behaviours of the customers pushing the carts we get to the Neuropersona Proximity Search value proposition.
Our brand wars blog will examine Neuropersona Proximity and its application to Microsoft’s Bing Search engine.
Mobile content is a highly opportune area where we aggressively apply Neuropersona Proximity search techniques.
Cheers,
Nick www.neuropersona.com
2009/05/19 Leave a comment
One interesting way to view the Media is a content container and then measure its activity which shows what happened in the past and what people expect to happen. The ‘expect to happen’ is what is connected to Predictive Analytics and our focus here.
Consider that advertisers have the most to gain and lose and their Media investments are devoted to creating the future or getting a customer to buy a product, service or idea. With this in mind we can start with the simple assumption that what happens tomorrow will mirror what happened yesterday. Now we think about the ‘pressure’ placed on customers to change their behaviours by advertisers and make a guess as to how many will change. Simple.
What happens if it doesn’t work this way? What if customers actually want and need to change and that Media and Advertiser ‘success’ is just a customer picking what would have been helpful, without the advertising?
This may explain the success and resurgence of Research and Public Relations and Brilliant Brand Failure.
Cheers,
Nick www.neuropersona.com
PS we use Neuropersona constructs to measure and map behaviour changes, past and future
