Wednesday, December 31, 2014

Data Mining Social Chatter

What we share with our friends, family and colleagues using social media sites like Facebook, Linkedin & Twitter is also being keenly monitored by brands and retailers looking for life event triggers that signal our propensity to purchase a particular product or service at specific times in our life.

By making a somewhat in spontaneous post announcing a happy couples engagement gives marketers a somewhat predictable pattern of consumer behaviour, think wedding plans, searching for a venue, attire, entertainment and honeymoon travel. This data steam is a prime example of 'Big Data' and the outcome for the customer is personalised messaging and engagement with someone who is receptive to products that are of current interest to them. 

Following the digital footprint left by customers on social networks provides marketers with new sales opportunities and the chance to quickly respond to negative sentiment.  

Wednesday, January 29, 2014

State of the Internet in Australia

The National Broadband Network (NBN) is Australia's national wholesale communications network whish id currently being built to bring high speed broadband and telephone services throughout Australia. Depending on where you live in the country the roll out may have already happened or unfortunately may take as long as another decade before it gets to your home, school or workplace.

Given the great expense of this major infrastructure project there has been considerable debate about the cost and method of delivering the project. With the change of Federal Government in 2013 from Labor to Liberal & National Coalition the NBN was placed under a strategic review in an effort to reduce the cost from $72 billion dollars.

As an outcome of this budgeting exercise the NBN Co's strategic review has decided to reduce costs of the broadband architecture by using a mixture of technologies, including fibre to the node (FttN) and use of existing hybrid fibre-coaxial (HFC) would be implemented rather than the original fibre to the home (FttH)  where the optical fibre is installed right to the premises.

So what does that mean in terms of internet speed?

The Australian Labor Party was offering between 25Mbps and up to 100Mbps download, and 1Mbps up to 40Mbps upload on FttH. The plan was to offer 1Gbps on fibre in the future. On fixed wireless 25Mbps download and 5Mbps upload.

Whereas the Coalition are now promising between 25Mbps and up to 100Mbps download by 2016, increasing to between 50Mbps and up to 100Mbps by 2019 with No minimum upload speeds given.

As of 2014 pre NBN, Australia is ranked 30th in the world with an average peak connection speed of 30.1 megabits per second (Mbps), according to Akamai's latest State of the Internet report. This is a 32 per cent increase from the same period a year ago, when the nation ranked 36th with an average peak speed of 22.8 Mbps.

The top 20 countries for fast internet:
  1. Hong Kong, 65.4 Mbps
  2. South Korea, 63.6 Mbps
  3. Japan, 52 Mbps
  4. Singapore, 50.1 Mbps
  5. Israel, 47.7 Mbps
  6. Romania, 45.4 Mbps
  7. Latvia, 43.1 Mbps
  8. Taiwan, 42.7 Mbps
  9. Netherlands, 39.6 Mbps
  10. Belgium, 38.5 Mbps
  11. Switzerland, 38.4 Mbps
  12. Bulgaria, 37 Mbps
  13. United States, 37 Mbps
  14. Kuwait, 36.4 Mbps
  15. United Arab Emirates, 36 Mbps
  16. Britain, 35.7 Mbps
  17. Canada, 34.8 Mbps
  18. Czech Republic, 34.8 Mbps
  19. Macau, 34.4 Mbps
  20. Sweden, 33.1 Mbps

Figures are average peak connection speeds in megabits per second. Source: Akamai

Wednesday, May 15, 2013

Australians Ready To Go Digital With Their Wallet Via The Smartphone

The idea of having a wallet or purse that doesn't bulge with a multitude of plastic cards is quite attractive to many. I got to the stage where my wallet was so full of ID, membership and credit cards that I separated my cards into a pile of everyday cards and another of "some times" cards. That solution however proved to be problematic for me being spontaneous and likely to make a random decision to go to the zoo or movies and discovering my membership is in the sometimes wallet left back at home.

In Australia nearly 80% of us wont leave home without the smartphone, they have become as critical as your keys or up until recently your cash and credit cards. Enter the digital wallet, a one stop shop for all your credentials. Cash, ID and memberships all conveniently located in your smartphone.

Mobile payments use the same technology as contactless payments. Take a look at the supermarket or your petrol station, you can already simply tap your credit card on the merchant’s EFTPOS terminal and your payment is made. This merchant technology by MasterCard's PayPass and Visa's PayWave can also be used for mobile payments using wireless near field communication (NFC) to the EFTPOS device.

The large supermarkets such as Coles and Woolworths will adopt the use of digital wallet payments because of the convenience of the "tap and go" infrastructure already being part of the store payment systems. However a smartphone digital wallet goes beyond payments, it can also be used for travel and concert tickets, loyalty redemption and geo proximity special deals such as retailers enticing you into their store by offering instant freebies and time sensitive discounts.

Sometime ago I heard Google’s real business objective is to be a financial institution and it seems that ambition is coming into fruition with their latest banking product Google Wallet. This Android App allows you to store credit card and loyalty reward card details on your smartphone and make a payments to an NFC enabled EFTPOS device that accept MasterCard PayPass transactions as described previously. So it appears in Australia we are really well down the path of the technology for digital wallets in terms of both software & hardware, we just need the merchants to get behind it and make it available to customers.

Monday, May 6, 2013

Socio & Geo-demographic Segmentation

What we know today as a census began in Egypt over 5,300 years ago, where it was used by the rulers for tax gathering and to determine a person's fitness for the military. 

In Australia, the national census started in 1911 some ten years after our country was united as a Commonwealth. The orginal aim of our country's first census was to provide a snapshot of Australia's people and their housing in the various states. Fast forward a century and now gathering information about the population extends signicantly past the government making decisions in relation to the determination of local services and facilities across the country. The power of computing combined with big data and GIS modelling software provides both the public and private sectors with vast amounts of information that is used to predict our behaviour.

Socio & Geo-demographic Segmentation - better targeted marketing, segmentation & ABS mesh block mapping

What gets interesting for marketers is when ABS census maps are linked to databases. Companies like Pitney Bowes Software have software called Map Info that is designed to visualise the relationships between data and geography, it facilitates customer data mining and modeling to enable customer insight, better targeting and prediction of future customer behaviour.

When a large supermarket chain such as Woolworths or Coles analyses their point-of-sale (POS) data with other geo demographic data they are able to determine a local area's sales trends, develop regional specific marketing campaigns and accurately predict customer loyalty within a determined socio economic segment. Everytime we use a supermarket rewards card or pay with our credit card the data collected provides a detailed profile about our purchasing behaviour.

In simple terms you can imagine locations are assigned a demographic segment using only their address and age are then mashed with a psychographic profile which differentiates a suburbs consumer types from each other by profiling their underlying psychological needs which is driven by their personal values, attitudes, interests and lifestyles.

Each suburban street in Australia is given a different classification depending on the consumer characteristics within that area. This data then gives marketers the business intelligence to develop peronalised customer acquistion and retention strategies, cross-selling opportunities and upsell campaigns by developing a deep insight into existing customers and identifying the location and target similar potential customers.

Tuesday, February 14, 2012

Visually Exploring Your Network

LinkedIn have a impressive feature that allows you to visualise your professional network to help you see the relationships between you and your connections. Check out LinkedIn Maps to create your own.

Here’s how it works: your map is color-coded to cluster groups from your professional career, such as your previous employer, school mates, or networking groups you’ve been part of. In my map, my Sputnik Agency collegues are blue, while my friends connected through the Social Melbourne network are orange and another employer Revium are green.

It's evident that people who work together are all inter-related and interesting to see how a few people I know also seem to know others in seperate network groups, this can be explained by the fact Ive worked in Melbourne most of my life within the technology industry.

What does your own map look like?

Friday, January 27, 2012

Foursquare helps you search for stuff your friends like

In January 2012, Foursquare announced the Explore feature, which leveraged its 1.5 billion checkins into personalised recommendations for users. By collating millions of tips,  Foursquare now allows you to search for places you’ve and for your friends have visited, but also placed you haven’t been or that have a foursquare special deal.

Here’s what Foursquare had to say about Explore:

"The vision for foursquare is much much bigger – it’s about adding an ‘interesting’ layer to the whole world, tailored just for you...Whether you’re planning a night out in your neighborhood or a vacation in Europe, what should you do? Which of your friends should you ask about things? How can you save money? Where can you easily find great places you’ve never been to? How do you search for personalized recommendations in the real world."
When you visit Explore and login to your account, you see a Google map and various search options.

The results then display all of the data you and your friends have given over the years you have been checking-in to locations. If you’re looking for a beer in your area, you’ll be shown a map of all of the local bars and pubs, along with user generated content about them including tips, photos and visitor comments.

It looks like Foursquare has finally worked out a highly valuable way of using all the data it has been collecting from us for years. It’s also in a great position to monetise the killer app by replicating Google’s search and selling busineses a pay-per-click paid listing that would show at the top of the search results.

Thursday, June 9, 2011

Evolving into Immersive Consumerism

People are facinated about knowing what the future holds. This infographic video, “Digital Life: Today and Tomorrow" projects what life will be like in 4 years from now in 2015. It makes some interesting points about our daily lives being immersed with technology such as social media and mobile computing.

Digital Life: Today & Tomorrow from Neo Labels on Vimeo.
This made me think of how marketing will evolve in its application of geo-targeting of the publically available information we post up about ourselves on Facebook, LinkedIn and Twitter. How will this effect the everyday lives of people when exposed to omnipresent branding? The video below explores coruption of the technology like we have already seen with Spam email and viruses.

Augmented (hyper)Reality: Domestic Robocop from Keiichi Matsuda on Vimeo.

Then there's the scientific side of enabling technology and how we would go about if we could evolve to develop a Sixth Sense to access the meta data without using a smart phone. The next video is of Pattie Maes talking at Ted about SixthSense. Is this part of Homo Evolutis? as Juan Enriquez puts it that humanity is on the verge of becoming a new and utterly unique species.