The Complete “Notes from UML’s Strategic Management Class” Arc

Note: this was a thirty part post arc in which J answered student questions. We’re reposting because J references it in Reading Virtual Minds Volume II: Experience and Expectation and he’s the boss, we do what he says. Most times.

UMass Lowell and Strategic Management

I was very honored today to be asked to sit in on UMass Lowell‘s Strategic Management classes. These classes are taught by Dr. Martin Moser, a gentleman I’ve mentioned before in my blogs. The classes are working on some very interesting ideas; marketing UMass Lowell as a product to a very targeted audience — high school juniors. As Dr. Moser is going to be passing this post onto his students, I’m hoping they’ll feel free to post their comments and thoughts (and hopefully pointers to their marketing materials, if they’re allowed) here so others can get an idea of what these students are doing.

I could tell you I was blown away by the competence, expertise and skill of these students and I still wouldn’t be doing them justice. They are constructing videos of their lives at UMass Lowell, highly informative, definitely intimate (meaning one-on-one), and very personable. These videos are going on different social networking sites as a means of promoting the school. This is the brainchild of Dr. Moser and is being encouraged by Associate Vice Chancellor Joyce Gibson and Dean Tom Taylor. My purpose for attending the class was to provide some feedback on their marketing efforts and to do some field research on how that generation is thinking.

I’m not going to go into how bright, how professional, this and that. Take it for granted. What truly impressed me was that these students were so willing to learn. When I offered a response to a video they asked for explanations and follow up thoughts. Their questions were both reasonable and insightful. They were thinking! They impressed me. One student recognized the differences involved in gender-based marketing and asked how to deal with them. Other students were aware that certain things would work well for their target but not for older audiences — that’s right, they understood age-based demographics.

Okay and yes. If students are learning how to produce marketing material they should be aware of these concepts. There is, however, a broad difference between learning something, being aware of it, and putting it into practice and understanding how what they’re doing works in a business environment.

My hat’s off to the students, Dr. Moser and UMass Lowell for supporting this learning.

I also promised the students that I’d provide links for them on the various things we were talking about. Those follow at the bottom of this post.

Notes from UML’s Strategic Management Class

A few days back I wrote UMass Lowell and Strategic Management and what a pleasure it was to meet with the students and learn what they were doing (creating online videos to market UMass Lowell to prospective students).

Imagine my pleasure when one of the students emailed me her thanks!

The student, Robyn, wrote:

Thank you for taking the time out of your busy schedule to come to our Strategic Management class. It was great to hear an outsider’s point of view on our project. You gave us many great insights like the idea placing two people in one shot to show a sense of belongingness. Also researching into the local concert arenas to find up coming events, this is much more compelling. My group, The Usual Suspects, has already been working on a way to put them into our video. Once again thank you and I hope to have the chance to learn from you again!

Let me write again that I was very impressed by all the student videos. They handled my critiques well. As I told them, “I’m talking to you as I would a client who asked us to come in and help them.” The students took my critiques far better than some clients do and (I’m sure) far better than I would have under similar circumstances.

These students are people to watch. Companies should be talking with them now because they won’t stay on the job market long with the skills they displayed in that class.

Other readers of this blog and my IMediaConnection column have written to let me know that my work is must reading or research for their ecommerce, design and media strategies classes. I’m flattered!

Please feel free to contact NextStage (we’re on LinkedIn, Twitter and Skype) if you’d like one of us to visit your class. We learn as much from these experiences as the students involved.

Notes from UML’s Strategic Management Class – Jessica

I’ve received several emails from UMass Lowell‘s Strategic Management class students since my visit, which I documented in some previous posts. I’m going to be sharing the students’ emails and encouraging them to post on my blog in order to get some attention for what they’re doing.

First up, this from Jessica…

Thank you for taking the time to meet with my Strategic Management class. Your knowledge and insight provided me with a great learning experience that will help my team and I kaizen our videos. I learned that intimacy is the key to social structure, two people in a video creates interaction (which then produces intimacy) and interest is captured by telling people what’s going to happen, not what already happened. I hope I will have another chance to learn from you in the future.

The pleasure was mine, Jessica, and I hope we have an opportunity to learn from each other again, as well.

Remember that the “two people” rule applied to the video we were discussing. I think I mentioned to another class that a single narrator can also imply intimacy by how they talk to the camera, and also if there’s an offscreen “someone” the narrator is talking to. This offscreen someone can respond to the narrator with small words (“yeah”, “uh-huh”, “right”) and be the viewer’s surrogate. This gives the viewer cues as to how they should be responding to the material, as well.

Again, thanks to the class and more to follow.

Notes from UML’s Strategic Management Class – Chad

This is another student email from UMass Lowell‘s Strategic Management class. I’m going to be sharing the students’ emails and encouraging them to post on my blog in order to get some attention for what they’re doing.

This time, from Chad…

Thank you for taking time out of your busy schedule to take part in our Strategic Management workshop.  All your suggestions and ideas were really helpful, and I really feel that our group has a better understanding of what we are aiming to accomplish with this project. I hope you enjoyed yourself and I hope I am lucky enough to learn from you again soon. Thanks for everything.

As written before, the pleasure was mine. I do hope that readers of this blog who are potential employers of these students are taking notice. These students are learning a multitude of marketing and production skills which will serve them well as Web 2.0 marketing and advertising comes forward.

Again, thanks to the class and more to follow.

Notes from UML’s Strategic Management Class – Julianne

This post is from Julianne, a student in UMass Lowell‘s Strategic Management class. I’m sharing the students’ emails and encouraging them to post on my blog in order to get some attention for what they’re doing.

My name is Julianne and I am a senior at UMass Lowell, majoring in management and marketing. I am in Dr. Moser’s 2:30 Strategic Management class and I wanted to thank you for taking the time to visit with us.

I thought your anecdotes provided very critical information for improving our videos – just because they are well edited doesn’t mean they are going to get the job done. My group has already started thinking of new video ideas and we’re going to leave the editing for when we absolutely need it.

If you have the time, I would love for you to visit the class again. We will be creating videos for the rest of the semester – I’m sure there will be points along the way where your feedback would be very important.

Thank you again for visiting our class. I was a true pelasure and a wonderful learning experience.

My pleasure, Julianne.

Notes from UML’s Strategic Management Class – Jonroy

This post is from Jonroy, one of the UMass Lowell‘s Strategic Management students. I’m sharing the students’ emails and encouraging them to post on my blog in order to get some attention for what they’re doing.

I appreciate you taking the time to educate our class on Thursday.  It is always good to get feedback from a third party. It reaffirms the trust we have in Professor Moser.  Your input has helped me to improve our project, and help my group move in the right direction.  I look forward to your next visit.

My pleasure, Jonroy.

Some of the students have sent me links to their projects which I’ll be sharing in future posts. Stay tuned.

Notes from UML’s Strategic Management Class – James

Thank you for taking time out of your busy schedule to take part in our Strategic Management workshop.  All your suggestions and ideas were really helpful, and I really feel that our group has a better understanding of what we are aiming to accomplish with this project. I hope you enjoyed yourself and I hope I am lucky enough to learn from you again soon. Thanks for everything.

As written before, the pleasure was mine. I do hope that readers of this blog who are potential employers of these students are taking notice. These students are learning a multitude of marketing and production skills which will serve them well as Web 2.0 marketing and advertising comes forward.

Again, thanks to the class and more to follow.

Notes from UML’s Strategic Management Class – Vishesh

I’m continuing with the emails from UMass Lowell‘s Strategic Management students in the hopes of bringing them and their work some attention. Readers interested in their work or getting in touch with the students should either email me directly or post a comment here. I’ll be sure to pass things along in either case.

Vishesh writes:

I would like to thank you for taking out time from your busy schedule and attending our Strategic Management class on Thursday. I could gather from your conversation towards our class, that you are an astute observer. I guess that’s one of the qualities you have to posses when you are in a competitive field like marketing&research.
“I would also captivated by the concept of straight line (between the consumers and the producers) which was mentioned by you, how to advertise your product to the right consumer in the shortest possible way (without deviation).

“Your comments on our presentation were very encouraging and that will help us kaizen our product for our final consumers. For example, you mentioned that we should have shown students eating in a restaurant and not just engaging in a conversation, I think that makes the video more compelling and adds to the creditability of the video.

“The same concept has been emphasized by Prof. Moser several times in class.

I had a chance to review some of your links like Improve Website Performance and Online Sales Increase [[these papers are available to NextStage Members]] and I found those to be interesting and spend some more time on those links as that that could be a benchmark for our final product (Space 2). I would like to thank you again and hope to see you see you again in one of our classes.

No problem, Vishesh. Happy to help.

Vishesh’s comment about the “straight line between consumers and producers has to do with making sure the consumer (a website visitor, for example) has the straightest, cleanest possible path between finding the product they want and purchasing the product. In other words, once you’ve identified a prospect as being in the buying cycle, remove all distractions from helping them achieve their goal of purchasing the product.

A direct application of this is knowing your target audience well enough to ensure correct product placement. Doing so insures the correct audience being both branded by the product and impacted enough to act upon the information presented.

The comment about eating has to do with visually showing a credible event. I.E., if you have people in a restaurant, somebody has to be eating, food has to be being served, waitstaff have to be moving around, people have to be at the counter ordering, … something has to be going on in either fore- or back-ground so that the sense of the place is transmitted to the audience. Showing people simply talking with no other activity doesn’t have as much impact. The moral is, whenever you show people at some specific place, something has to be going on indicative of that place so that the viewer has context within which to understand the conversation or events going on.

More from this class to follow…

Notes from UML’s Strategic Management Class – Astrid, Demonstrating Reasons to be Interested

This post is an email from Astrid, a UMass Lowell‘s Strategic Management student.

Astrid writes:

I would just like to thank you for attending my Strategic Management class last Thursday at 2:30pm. Your insights and advice on our video clips was very helpful and now I have a better understanding to as how to kaizen our clips for the project.

For example, I now understand that we cannot simply mention the name of a place and expect High school students to know what we mean. We need to strip the name and be more specific as to simply say that UML has baseball to offer rather than say LeLacheur park. This is one of many of your insights that I will use to Kaizen our project. Once again, thank you, and I hope to have the opportunity to receive your expertise again.

Very good, Astrid.

What this deals with is cultural consciousness. Any institution or brand will have its own culture and much about that institution or brand is known to everyone in that culture, hence “cultural consciousness.”

Convincing people to participate in that institution or brand involves giving them a reason — something they understand from their present cultural vantage point — and demonstrating that its available to them from the new cultural vantage point.

People (as a rule) are resistant to change. Doing something like this — showing familiarity and known — goes a long way to helping people through “change” situations. This is true if they’re experiencing change in their friends, family, work, environment, whatever.

Nicely done, Astrid. Good work.

More from this class to follow…

Notes from UML’s Strategic Management Class – Jaimes, Put Action Onscreen to Demonstrate Community and Belonging

This post is from Jaimes, one of UMass Lowell‘s Strategic Management students.

Jaimes writes:

Thank you very much for taking time out of your schedule to come in to our Strategic Management class last Thursday. Your critique of our video (to make sure there are people in the background) really helped us. We certainly are much better off having learned from your insights. I hope to possibly see you again.

My pleasure, Jaimes.

One of the purposes of the videos these students are creating is to show potential students that a community — a “belonging” — exists at UMass Lowell. An easy way to show this is to have people doing something in the background of their videos. This background action shouldn’t be distracting, only demonstrative. For example, have people walking in groups, laughing, smiling, or talking intently yet in a friendly way. “Belonging” and a sense of community stem from people believing they’re providing worth to the community.

Nicely done, Jaimes.

More from this class to follow…

Notes from UML’s Strategic Management Class – Saroeung, 3 Seconds Applies to Video, too

Saroeung, one of the UMass Lowell‘s Strategic Management students, already posted a comment to [[sorry, the comment’s lost]] Notes from UML’s Strategic Management Class – Jonroy. I responded there that I’d be getting to her email soon and here it is.

Your visit to our Strategic class on Thursday has taught us a lot about the important elements of an effective video. In order for our video to capture the students’ mind we have to weigh the time and tone of the speaker very carefully in which for the first couple of seconds the students will be connected with the message we’re trying to say, thus drawing a straight line with the audience.

Furthermore, your article on “You’ve Only Got 3 Seconds” advised us on the importance of how far we would go in order to know our consumer, which of course psychology comes in handy.

Thank you for attending our class and we hope to see you again in the near future.

No problem, Saroeung.

Saroeung is correct. The first moments of interaction, whether in video, brochures, websites, whatever the marketing material is, is crucial. This is something I’ll be covering in more detail in my Quantifying and Optimizing the Human Side of Online Marketing [[[[these presentations are available to NextStage Members]] presentation at the San Francisco Emetrics Summit in May ’07.

One of the ways to insure interaction between marketing material and target audience is, as Saroeung writes, to make sure the tone of the material — in this case, the video’s narrator — matches the tone normally used by the target audience and matching the pacing (“time”) of the material to match the normal cognitive, behavioral/effective and motivational matrix of the target audience.

Very good, Saroeung. I hope to see you folks again soon, too.

More from this class to follow…

Notes from UML’s Strategic Management Class – Chau, Don’t Stage a FoodFight Unless it Gets Your Message Across

Chau is one of the UMass Lowell‘s Strategic Management students. Chau wrote:

It was unfortunate that I couldn’t make it to the meeting on Thursday. I’m one of the people that was responsible for the filming and putting the videos together. I tried my best to make the videos convey what my group were thinking since I’m the IT department, sort of.

One of the things that my group mentioned to me was that in our video of FOOD, you said that someone needs to be eating. Looking back, I notice that no one was actually eating and the restaurant was just us. I will take it into consideration to add all those missing elements in our next video. We actually had all those clips, but didn’t use them thinking they weren’t important. Thank you for attending my Strategic Management class and I hope I get a second chance to meet you.

My pleasure, Chau.

I wrote about implying action and community in a restaurant setting in Notes from UML’s Strategic Management Class – Jaimes, Put Action Onscreen to Demonstrate Community and Belonging.

Regardless of what got into the video and what didn’t, you’re learning how to make things better and that’s what’s important. Even if people aren’t eating in a restaurant, something has to be happening with food to give viewers a sense of the place. I’m not suggesting you stage a foodfight, just letting you know that food needs to be in there somehow.

Talk to you later, Chau.

More from this class to follow…

Notes from UML’s Strategic Management Class – Jeff Attract and Stick

Jeff is one of the UMass Lowell's Strategic Management students. Jeff wrote:

Thank you again for taking time to visit my Strategic Management class. Your critiques and ideas about our Downtown Lowell video were much appreciated. I really liked your idea of using a think, attract, and stick approach for marketing. Your visit will definitely improve the quality of our project.
In the future I hope to have the opportunity to work with you again.

I hope so, too, Jeff.

Jeff's reference to attract and stick comes from a discussion about how to make online videos and other marketing material attract the correct audience and then insure that the correct audience will stick to the material (not move on to a competitor's material or site).

More from this class to follow…

Notes from UML’s Strategic Management Class – Michael, Paying Attention to Your Audience

One of the UMass Lowell Strategic Management students, Michael, wrote me a few paragraphs which I share here. I’m very impressed by his email and has nothing to do with what he actually wrote so much as the link he included at the end of his email.

Prospective employers, take note:

THANK YOU.
I greatly appreciate your willingness to share your time and expertise with us. It has not only illuminated my understanding of our project but also of my career and business in general.

I asked you during class about the makings of a credible script. Your insights of how movie actors are merely given direction and goals and then just “go with it” and that a two hour hollywood movie can be created from only 93 pages of script hit me right between the eyes.

THE IMPACT
Within an hour after our class, I came up with over 10 messages I realized my team’s video needed to obtain and over 30 interview questions to get us there, as well as some ‘non-acting’ artistic shots as well. My team will spilt up into three groups, each having a camera and take the campus by storm on Tuesday. Its amazing how much energy comes when you ‘get it.’ THANK YOU!
IN ADDITION
Thank you for the informational arbitrage opportunity you have allowed me through connecting me to your articles (note to readers: you can find the list of articles on UMass Lowell and Strategic Management). I enjoy the possibility of being one of the few ‘finance guys’ who is aware of your marketing research and what it will allow me to bring to my employers.

MORE THAN WORDS
I intend to express my appreciation by more than just saying thank you. I will seek to bring you business as I through referring colleges and future employers to your services and research. I hope to afford you more time for your research and less time for marketing, as you expressed in class.

What really impressed me was that Michael included a link to his homepage and resume.

Yes, I’m flattered by what Michael wrote, but I’m impressed that he included a link to his resume. Michael did something I encourage others to do when I give presentations on knowing your audience, pay attention to your audience if you want them to pay attention to you.

In this case, I mentioned that I find myself doing business development more and more and research less and less.

More from this class to follow…

Notes from UML’s Strategic Management Class – Matt, Michael, Daniel and Frank, Demonstrating Intimacy and Immediacy in Online Video

This post includes emails from four UMass Lowell Strategic Management students, Matt, Michael, Daniel and Frank. We start with Matt:

I would like to thank you for taking interest in our Admissions project. Your views have helped my team kaizen our video to show more intimacy. Once again, thank you for taking the time to meet with us and I look forward to the possible opportunity to learn from you again.

Matt is going to make one of the classes’ videos available and I’ll include a link in a blog post shortly.
Now onto Michael, Daniel and Frank…

From Michael:

Thank you for taking the time to visit our Strategic Management class. I found your advice about the marketing aspect of our project to be very helpful. I look forward to learning from you again in the future.

From Daniel:

I want to thank you for taking the time to visit my Strategic Management class this past Thursday. Your advice about realism, intimacy, and especially gender specific marketing is invaluable. That information provided me with several ideas that will benefit not only our group, but the class as a whole. Thank you again and I look forward to learning from you in the near future.

And from Frank:

I wanted to thank you for attending our 2:30 Strategic Management class on March 22. Your professional insight into how our videos can be improved to better reach our target market was invaluable.
One key insight that I had overlooked was the importance of being intimate with the audience. I had originally thought that if you just had videos of a person being interviewed it would be boring to the audience. I had overlooked the fact that this can be used as a powerful way to lock in the viewer. It would be great if you could come back to view our finished product.

Demonstrating intimacy and it’s twin, immediacy, is a necessary part of convincing an audience that your product or service is a) what they need and b) important to them now. I’ve mentioned intimacy in previous posts in this thread.

I’ll be sharing methods for demonstrating intimacy and immediacy on my next visit to the class. Perhaps one of the students will video the session and we can post that here, too.

What do you say, students?

More from this class to follow…

Notes from UML’s Strategic Management Class – Erik, Place Brands and Operational Branding

This post is based on an email from Erik, a UMass Lowell Strategic Management student. Erik wrote:

Thank you very much for taking time out of your day to to help us work on our myspace projects for admissions. Though your responses were not exactly what i was hoping for your insight on our dorm life video and its inability to create an intimate experience for the viewer will be very helpful in the final weeks of this project. Once these projects are ready for final submission it would be great, if you have the opportunity, to come back again and see our progress.

First, glad to be of help (I hope).

Second, what Erik is writing about is that his team produced a great video, but not a great video for their target audience. I suggested that his group keep the video they did produce on the back burner because (I’m sure) someday it’ll come in handy.

What this deals with is Place Brand and Operational Branding.

A Place Brand is traditionally “A place brand is tied to a geographic location. It uses classic marketing practices to establish a presence that reflects the values, language, ways of thinking and responding to information, etc., to create economic value. The ideal place brand reflects a geographic location’s cultural identity while separating itself from competitive products. This often goes beyond traditional branding concepts of logo and slogan.”

Whether Erik and the other students realize it or not, they’re doing place branding. The “place” their branding is the age-demographic of the UMass Lowell target audience.

Just so we’re clear on the concept, I’m not using “Place Brand” to mean branding UMass Lowell, I’m talking about the psychological place the age-specific demographic lives in. Recognizing conceptual spaces and psychological places are having meaning and (near) physical reality to a given audience is something NextStage often does for clients and I was happy to provide that insight to the UML students.

The other element (and here’s where Erik’s group was a little weak) was the operational branding elements of their video.

Operational branding is defined as “the process of consistently and accurately branding in the language and culture of the target audience while maintaining corporate strategy. Operational branding is the method of creating successful place brands.”

Operational branding often makes use of three elements:

  1. Know your audience (really well)
  2. Synchronize your place brand to what you know really well about your audience
  3. Engage alternate channels to create value in the place brand

My concern with Erik’s group’s video was in the second item above.

Again, it was a good video, I just questioned whether it was the best video for operational branding purposes.

More from this class to follow…

Notes from UML’s Strategic Management Class – Laura, Show Real Life Really Happening

This post is from UMass Lowell Strategic Management student Laura.
Laura wrote:

>Our group is grateful for your visit to our Strategic Management class. We took your pointers about editing the material in our video, and it was interesting to see your point of view about the tour of the rec center and actually showing the actions as we are talking about them. Your insights will be carried throughout the rest of the semester. We hope to see you again soon.

Again, glad to be of help.
Laura’s group’s video had a narrator describing what goes on in the rec center. Behind the narrator, completely unrehearsed and totally natural, were people doing rec centerish things; playing games badly, laughing, making fun of each other…being completely natural.

The goal of these videos is to demonstrate the UMass Lowell experience as a positive experience and true real life is the best way to do it.

Nicely done, Laura.

More from this class to follow…

Notes from UML’s Strategic Management Class – Christopher, Anjali, TeamKaizen and using what you’re learning to learn more. Good work and nicely done!

This post is from UMass Lowell Strategic Management student Laura.

Christopher wrote:

I’d like to take a minute to thank you for taking the time out of your schedule to come and sit in for our class to give us feedback on our project. With the advice you gave to our team with keeping our videos intimate, we were able to come up with some great videos this afternoon. Again, thank you for your help, and I look forward to learning more from you through your blog.

Next is Anjali:

Thank you for taking the time to visit my Strategic Management class. Your thoughts have really got my group thinking. We are now considering a whole new direction for our videos based on your comments. I hope you will have a chance to look at our final products, we would be honored to have you share your knowledge and insight with us again.

And from TeamKaizen, the first video the class is letting me share and this blog’s first video from these students!

Good work, all!

I’m impressed by two things in this video thank you note and neither has to do with it being directed towards me. First, these students took the time to put it out there and second, they made use of what they’re learning to learn more. UMass Lowell has invited me back to work with these students again and I’m looking forward to it.

More from this class to follow…

Notes from UML’s Strategic Management Class – Joseph, William, Tension and Purpose

This post is from some more UMass Lowell Strategic Management students, Joseph and William.

First up, Joseph:

I greatly appreciate your attending our class last week, it was great to hear about the different marketing techniques we can use to get our videos out to our prospects. I will also be sure to focus on keeping 2 people in the frame when we our taping to have some contrast between the actors. Please consider returning to our class (either to see our finished product or to gain more insight into the younger generation!) at some point this semester, it is always a beneficial experience to have professional insight into our endeavors.

Joseph’s comment about keeping two people in the frame deals with adding some “energy”, what is sometimes called “dramatic tension”, simply by the interaction and dialogue of two people who are directing their focus to a third person (the viewer) who’s completely external to the frame of reference (the video). The two people in the frame can be simply talking and their differences in presentation style will often be non-consciously picked up by people viewing the video as adding something to the presentation.

Next up, William:

I would like to extend my appreciation for taking the time to speak at my Strategic Management class. Your discussion regarding the discrepancies between management perception and public perception were of particular interest to me. I plan to utilize the concepts you elaborated on in my immediate and long-term futures. I hope to have the opportunity to learn from you again.

William’s reference to public versus management perception came from a discussion about how marketing perceives a product versus management’s intention for a product. Marketing has the difficult task of taking something serving a strategic purpose (management’s intention for a product, even a short term product, is to create long-term brand affinity) and making that product very “now-worthy” in the consumer’s mind.

More from this class to follow…

Notes from UML’s Strategic Management Class – Michael, Ana and Taj, Cluster Production, Action and Intimacy

This post is from some more UMass Lowell Strategic Management students, Michael, Ana and Taj.

First up, Michael:

Thanking you for taking the time sit in and discuss production/marketing issues with our Strategic Management class last Thursday. Your views and advice on “cluster production” were helpful for my team to determine which videos were effective and which videos fell short of the objective. I also found your real world examples of marketing to be educative, especially the bit about how marketing and managements perception of a product can differ and how that affects the final marketing pitch. I believe motion-picture media is an effective form of marketing, and your “John Q. Public” opinion was very valuable for our group’s video analysis. I hope our class has the opportunity to have an audience with you soon again in the future.

No problem, Michael. Glad to be of help. “Cluster production” is part of audience knowledgeable design and involves 1) a deep knowledge of the target audience followed by 2) a thematic, cross platform approach to marketing to that audience.

Next up, Ana:

I would like to thank you for taking time out of your schedule to attend our class meeting last Thursday. My team and I really appreciate the insight you gave us in kaizening our team project video. Your emphasis on the important role intimacy plays and the links you sent us have given us a better understanding on marketing strategically that I know will definitely benefit us in the future.
Hoping to have the opportunity to learn and get more feedback from you soon.

My pleasure, Ana. I’m looking forward to your next release.

And this from Taj:

Thank you for finding the the time to come and share your important insights with our Strategic Management class. Your comments about highlighting action concepts in Space two, changed the way my group is approaching the True Entertainment section. It would be great if you could check up on us later on in the semester, to see how well we have digested your views.

I’m looking forward to it!

More from this class to follow…

Notes from UML’s Strategic Management Class – Kimberly, Christian, Kelly and Charles

This post is from some more UMass Lowell Strategic Management students, Kimberly, Christian, Kelly and Charles.

First up, Kimberly:

Thank you for joining my Strategic Management class this past Thursday. Your thoughts and comments about our project have been very helpful. Your presence gave the class an even more real-world feel than normal and it pushes me to take the project more seriously. In past classes, my projects were designed to provide a new learning experience and receiving a good grade was the only drive to do well . However, this project will produce actual results that will benefit the university, so it was important for me to see the university taking it seriously as well.

Excellent realization, Kimberly. You should be proud of yourself.

Next up, Christian:

Thank you for taking time off from your schedule to visit my Strategic Management class. Your input throughout the class was extremely helpful and has already helped my group change the way we are filming our video. We found that the little details you pointed out are very important to the success of our video. Thank you again for taking the time to join us last week.

My pleasuere, Christian. Next comes Kelly:

Thank you for taking the time out of your busy schedule to visit my Strategic Management class at UMass Lowell on Thursday, March 29th. I appreciate that you are interested in helping us make our projects a success. It was a wonderful experience to hear your thoughts and insights.

“I was most interested to hear your thoughts on website construction. The target market for our project is high school juniors and seniors. They may not be interested in viewing a dull college website so we have to capture their interest in the first three seconds so that they stay on our page.

“Thank you again. I hope to have the opportunity to learn more from you again very soon. It was a pleasure.

Mine, too, Kelly. Excellent realizations about website design for your target audience. Very good! Now Charles:

Thank you for taking the time to visit my Strategic Management class. Your insights were very interesting, especially considering I am a marketing major and can learn from others experience. I’ve already come up with a few kaizens to our project. such things as intimacy, showing more then one person while taping, and trying to be as natural and unscripted as possible. They will definitely have a very positive impact our final deliverable. I hope to have the opportunity to learn from you again very soon.

You will, Charles. This week, in fact. See you Thursday.

Notes from UML’s Strategic Management Class – Colleen’s Video

This post is from Colleen, a UMass Lowell Strategic Management student.

Colleen sent me a link to a video her group did. It’s a good piece of work on several counts. First, it gives a good sense of location and college atmosphere. The opening scenes can be made stronger by showing people walking around. This suggestion comes from knowing the target demographic likes the social aspects of college life (yes, I appreciate the irony of that statement given the past few days’ headlines).

The voiceover is good because it follows what’s happening “on screen” well. It can be made better by having the social aspects mentioned above also on screen and having the narrator’s voice commenting on that social aspect. The very act of doing so will tend to soften the voice and tone being presented.

Showing the action in the rec center is also good, again because the social aspect of college life is forefront. The killer scene is about 30 seconds in; someone’s being interviewed and someone walks behind them and, basically, acts like a college student. As they say in the Visa commercials, priceless.

Notes from UML’s Strategic Management Class – James and The Usual Suspect’s Video

This post is from James, a UMass Lowell Strategic Management student, and his “The Usual Suspects” team.

James sent me a link to the latest version of their video. Here’s his email to me. My response follows.

James writes:

This is James from Dr. Moser’s Strategic Management Class at 1 P.M.. I am looking forward to having you visit our class again tomorrow. I am not sure how much time we will have to show you our video so far, so here is the link. We have attempted to have at least two people in each scene, however due to the weather recently we have not been able to redo certain parts. There is still work that we need to do in perfecting the video, including adding the HTML links in the video, however we are currently working on eradicating the imperfections. See you tomorrow.

My response:

I’m sending this along to Dr. Gibson because we talked about just this aspect of promoting the school during our meeting today; a ‘video’ tour of what incoming students can expect. This comes very close. Those interviews are excellent and close to what I suggested to Dr. Gibson.

I also laughed my head off when the camera-person interrupted the narrator in the very first sequence with “This isn’t a dating video”!
EXCELLENT!
You folks are going to be teaching me things, I’m sure.
See you all tomorrow

Notes from UML’s Strategic Management Class – Q&A, Part 1

I had another opportunity to visit with UMass Lowell Strategic Management students about a week ago. They continue to do good work. One of the discussion topics was separating the marketing and sales channels. Many organizations see these departments as the same. I admit that there’s some overlap and the boundary has always been fairly clear and clean to me.

I’ve always thought of marketing’s job as to get people to “look at the menu”. This might involve getting them in the door, inviting them to take a seat and describing what the restaurant’s about and what to expect, introducing your waitperson and things like that. That’s pretty much where I think marketing stops.

Likewise, I’ve always thought of sales as the talented waitperson who describes what’s on the menu and the specials the chef’s got in the kitchen, takes your order, makes sure that what you’re ordering is something you’re going to like, makes suggestions for rounding out the meal, makes sure it arrives just as you expected and follows up in case you need anything else.

Yes, there is some overlap and it’s still basically the pitch and the close. Anyway, with that in mind, the students decided to host their own site and provide all the content in order to take their project to the next step.

What follows is my email encouraging their decision. The rest of this arc will be the back and forth as they and I learn how to best promote UMass Lowell to potential students.

Okay, now your real-world work begins.

First, what’s the overall goal of this work?

Once you’ve established the overall goal of the work, how does/will the TrueUML site contribute to meeting that goal? The YouTube site?

Which is your sales channel, which is your marketing channel?

Hint: Remember what I said
about the sales funnel? NextStage uses a much broader concept, The X Funnel (you can also read about sales funnels in Listening to and Seeing Searches). What part does each site play in your X Funnel?

I’d like to document your progress in my blog. BUT!!! that means the pressure is going to be on because people will be watching. If you’ve been on the NextStage Evolution site and read through our Principles, you know that I won’t knowingly put people in uncomfortable situations.

SO!!! I won’t document this effort unless you all want me to. Talk about this amongst yourselves and get back to me, preferably sooner rather than later.

Also, I’m going to start using some of the pictures you provided in your signature files on my blog and elsewhere. Let me know if you DON’T want me to use your pictures. I’ll use them unless I receive an email from you stating that I can’t.

And a last thing…I want you to know I listen to and learn from you, probably more than you might think. In the 2:30pm class (I think that was the one), we were talking about the game and one student and Dr. Moser provided some good reasons for not playing it as it was originally presented. Take a look at my signature file now and you’ll see that I’ve modified the advertising strategy.

See that? Old dogs can learn new tricks. Thanks to the class for teaching me something.

Joseph

Notes from UML’s Strategic Management Class – Q&A, Part 2

This is part 2 in an arc based on my last visit with the UMass Lowell Strategic Management students about a week ago. I shared some questions I asked them in Notes from UML’s Strategic Management Class – Q&A, Part 1. Now we’ll start going over their answers.

1) what’s the overall goal of this work?
The goal of the piece our classes are contributing is “attraction”. Therefore, this class is working on the marketing part of the marketing and sales equation.

2) how does/will the TrueUML site contribute to meeting that goal?
This website will be used a medium to influence the prospective students in a way they are aware of their needs: freedom and belongingness. The layout of the website will follow the sales funnel concept in which the less serious, credible videos will be placed on the top center of the page whereas the more serious videos will be at the lower right corner. (this suggestion came from using NextStage’s Ad Placement tool in the class and getting student feedback on the results) The main focus here is to grasp the visitors’ attention and have them stay on the website.

3)The YouTube site?
Our videos will be uploaded to YouTube and be accessible for all viewers. It’s a great tool we can use to put UML on the market for potential students.

Nicely done!

Notes from UML’s Strategic Management Class – Q&A, Part 3

This is part 3 in an arc based on my last visit with the UMass Lowell Strategic Management students about a week ago. I shared some questions I asked them in Notes from UML’s Strategic Management Class – Q&A, Part 1. This is the second posting of answers.

3) The YouTube site?
youtube
is another advertising resource available to us, where we can
upload the videos we have worked on so far. You tube is more attractive
to people between the ages of 16-25 and our ” target market” market is in the initial stages of that age group.

4) Which is your sales channel?
Sales channel would just include trueuml.com
as this is the only site that we have control over i.e we can accept
quarries, answer questions and the content upload on this website would
be according to what we think is attractive to high school students.
With the help Mr. Carrabis
( and his website) i’m sure we will be able to capture the attention of these young minds.

5) which is your marketing channel?
Marketing channel would be be the place where we target the maximum amount of people that would have to be myspace, youtube and now a new addition trueuml.com.


Excellent answer to #5. Good work.

Notes from UML’s Strategic Management Class – Q&A, Part 4

This is part 4 in an arc based on my last visit with the UMass Lowell Strategic Management students about a week ago. I shared some questions I asked them in Notes from UML’s Strategic Management Class – Q&A, Part 1. This is the fourth posting of answers.

2) How does/will the TrueUML site contribute to meeting that goal?
It is a place that our target audience can see unfiltered information about U Mass Lowell. I’ll accept that and it’s best to understand the concept of branding at this point. It’s true, the target audience can see unfiltered information about UML. This means they’ll be able to find information you aren’t sponsoring. How can you make sure your target audience knows they’re getting your branded information and not a competitor’s?

3) The YouTube site?
you Tube is going to allow us to link the raw footage that we have to our site. By doing this, our potential students can see first hand the atmosphere and sentiment about the school. Very good.

4) Which is your sales channel?

I believe our sales channels are our MySpace page and TrueUml.com website. With these two sites working hand in hand, it should be a very efficient way to attract students. Very good. I know you can control the content on TrueUML and that means you can do all your own branding there. How much control will you have of the MySpace look, feel, content, branding, etc? Hint: Think of which direction you want people to travel; MySpace to TrueUML or TrueUML to MySpace? Where do you want visitors to spend the bulk of their time?

5) which is your marketing channel?
Our marketing channels are the sites that are most often visited by out target audience. MySpace, YouTube, Facebook and such. Brilliant and very good.

Notes from UML’s Strategic Management Class – Q&A, Part 5

This is part 5 in an arc based on my last visit with the UMass Lowell Strategic Management students about a week ago. I shared some questions I asked them in Notes from UML’s Strategic Management Class – Q&A, Part 1. This is the fifth posting of answers and we start with a little dissent.

2) how does/will the TrueUML site contribute to meeting that goal?
I personally don’t think the TrueUML site will have THAT much of an effect since it will have pretty much the same contents as our MySpace. I’m sure we are not going to do anything different. Maybe if we redirect TrueUML site to the MySpace page, then I think that’s okay. TrueUML.com is definitely easier to remember than www.myspace.com/trueuml. I agree that if the two sites have much the same content, one is superfluous. A question, then, is “Should the two sites have the same content?”

3)The YouTube site?
Now this I think is the best way to get exposure since they get so many hits a day. I’ve seen people as old as 60 doing a video blog and kids as young as 7 acting goofy on cam. Also, instead of doing a text blog on MySpace, we can do video blog. All you need is a webcam. There are so many different markets here that we can target. Easiest way for people to find our videos is to make our keywords/tags short and precise. We can copy the link or embed the html code onto forums websites. Again, I agree. YouTube will get much more traffic in general than TrueUML. I think the difference is in what kind of traffic each site will get. YouTube is the mall, TrueUML is a store in the mall. So this leads to another question, me thinks, “How can we get people walking through the mall to come into our store?”

Excellent points leading to more questions. Good work and nicely done.

Notes from UML’s Strategic Management Class – Q&A, Part 6 and How a Class learns

This is part 6 in an arc based on my last visit with the UMass Lowell Strategic Management students. Because I entered their strategizing late my questions caused some confusion. This can also happen in business situations where a consulting organization is brought in after a project is done and is one of the reasons NextStage always works to be involved at the start of a project.

That offered, it’s exciting when such a situation exists and the players are able to incorporate the new tools the consulting group brings. An example of that is in this post. One group of students asked a question and another student was able to answer it.

The question:

This is James from your 1PM Strategic Management class. There is a little confusion between our group members about the TrueUML site. What is the purpose of this site? Is this to serve as the Space 3? The URL the 1PM class chose for the myspace site is http://www.myspace.com/umasspace. If it is to serve as the space three, is this something that the admissions people will be working on to develop and they will be directed as what to include on the site? Also how did You Tube become one of Joseph’s questions? Correct me if i am wrong but i thought You Tube had nothing to do with our Space 2 except as a third party video hosting service provider. Thank you for your time.

This is an excellent question. Disregard the project specific jargon and notice that the question really is about clarifying the project objective; did the project goal and milestones change when the student wasn’t looking? James, the student, and his group are putting themselves in a truth to power situation. I hope they can continue to do so after graduation when they’re in a work environment.

The answer (also from a student):

I am a little confused myself now that you brought it up. But after reading other student’s email I have a picture that space 2 is myspace website and space 3 can be trueUML website. Our videos focus on the theme of space 2 and they are informal so these videos should be placed on myspace page. With limited time we can only focus on finishing up space 2.

About Mr. Carrabis mentioning youtube, I think he saw some of us using this website to present our videos so maybe he just wanted to make sure we understand what kind of marketing tool we’re dealing with and know how to distinguish the function each has in our overall project. Then again, he might see some potential strategy which might helps us with the project.

First thing, students, always assume Mr. Carrabis is just as much in the dark as you are.

This student’s ability to take information — confusing information — and synthesize a working concept that will further their project and get them closer to their goal is to be both honored and commended. Also note that this student is beginning to incorporate a “marketing” concept into their project.

These students are learning and learning rapidly. They are integrating outside and possibly confusing information in order to perfect their project and give it more legs than it might have had otherwise.

Any businesses out there, you can find these students in Dr. Moser’s UMass Lowell Strategic Management classes.

Notes from UML’s Strategic Management Class – Q&A, Part 7

I’m still posting about my Q&A’s with the UMass Lowell Strategic Management students. I’ll admit to my fascination watching these students learn.

This is from one student:

3)The YouTube site?
The youtube site offers the prospective students a chance to see what UML offers through firsthand accounts of the current students.

Very good.

4) Which is your sales channel, 5) which is your marketing channel?
I
believe that the marketing channel would be the myspace site because that is what we are using to entice students to click further onto the TrueUML site to seal the deal.

Again, very good. Think of the sales funnel (seems you are, anyway).

And from another student:

2) How does/will the TrueUML site contribute to meeting that goal?
The TrueUML site will be a great asset that will allow us to impliment our ideas and to convey to high school juniors and seniors the sense of ‘freedom’ and ‘belonging’ that college students have. We will get our message out through picture slideshows and amateur videos.

3)The YouTube site?
The YouTube site is a great place for us to upload our videos and get them on the web. Not only will YouTube help us display our videos on our website, but it will also allow people not familiar with TrueUML.com to see our videos via YouTube’s website. It may be a smart idea to put a link to our TrueUML website in the description of our videos to give the website more exposure.

4) Which is your sales channel?
Our sales channel would be TrueUML, mainly because we are not limited as to what we can do with the website and we have complete control.

5.) Which is yourmarketing channel?

Our marketing channel would be Myspace and YouTube, since these two website are extremely popular with our target market. We can use these sites to divert people to the TrueUML website .

I’ve often thought the role of higher education is to provide both theory and real-world applications side by side. As I wrote above, these students are impressing me with how rapidly they’re taking what they learn in class and applying it to a real marketing problem.

Links for these posts:


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Reading Virtual Minds Volume I: Science and History, 4th edition

It’s with great pleasure and a little pride that we announce Reading Virtual Minds Volume I: Science and History, 4th EDITION.

Reading Virtual Minds V1: Science and History, 4th edThat “4th EDITION” part is important. We know lots of people are waiting for Reading Virtual Minds Volume II: Experience and Expectation and it’s next in the queue.

But until then…

Reading Virtual Minds Volume I: Science and History, 4th EDITION is about 100 pages longer than the previous editions and about 10$US cheaper. Why? Because Reading Virtual Minds Volume II: Experience and Expectation is next in the queue.

Some Notes About This Book

I’m actually writing Reading Virtual Minds Volume II: Experience and Expectation right now. In the process of doing that, we realized we needed to add an index to this book. We also wanted to make a full color ebook version available to NextStage Members (it’s a download on the Member welcome page. And if you’re not already a member, what are you waiting for?)

In the process of making a full color version, we realized we’d misplaced some of the original slides and, of course, the charting software had changed since we originally published this volume (same information, different charting system). Also Susan and Jennifer “The Editress” Day wanted the images standardized as much as possible.

We included an Appendix B – Proofs (starting on page 187) for the curious and updated Appendix C – Further Readings (starting on page 236). We migrated a blog used for reference purposes so there may be more or less reference sources and modified some sections with more recent information.

So this edition has a few more pages and a few different pages. It may have an extra quote or two floating around.

You also need to know that Reading Virtual Minds Volume I: Science and History is a “Let’s explore the possibilities” book, not a “How to do it” book. As such, it deals with how NextStage did it (not to mention things that happened along the way). It does not explain how you can do it. This book’s purpose is to open a new territory to you and give you some basic tools for exploration.

There are no magic bullets, quick fixes, simple demonstrations, et cetera, that will turn you into jedis, gurus, kings, queens, samurai, rock stars, mavens, heroes, thought leaders, so on and so forth.

How to Do It starts with Volume II: Experience and Expectation and continues through future volumes in this series. We’ve included a Volume II: Experience and Expectation preview with a How to Do It example on page 302 so you can take a peek if that’s your interest.

That noted, I’m quite sure that you won’t get the full benefit of future volumes without reading this one because unless you’ve read this one you won’t understand the territory you’re exploring in those future volumes.

Reading Virtual Minds V1: Science and History, 4th edThat’s Reading Virtual Minds Volume I: Science and History, 4th EDITION. It’s so good and so good for you! Buy a copy or two today!


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Canoeing with Stephane (Sentiment Analysis, Anyone? (Part 2))

The iMedia Brand Summit has kept me a little busy, and I do keep my promises.

One of the folks I asked about Sentiment Analysis prior to writing Sentiment Analysis, Anyone? (Part 1) was Stephane Hamel. I asked Stephane for a site I could analyze without my knowing anything about their strategy, demographics and such. Stephane suggested canoe.ca since it’s a well known Canadian site that receives lots of traffic and has lots of diversified content.

Canoe French homepage

The Canoe.ca site has an English and a French version so we analyzed the homepages of both versions to demonstrate the differences in cultural cuing. This image is the Canoe French homepage. Below is the English homepage. The information I’m sharing comes out of our tools, specifically the one I described in Sentiment Analysis, Anyone? (Part 1).

Canoe English homepage

This image is the Canoe English homepage. I’ll share at this point that the tool I’m using reads whatever digital information you give it exactly like a human of the intended culture would read it, provide it material in French and it thinks in French, provide it material in Gaelic and it thinks in Gaelic (we get a lot of calls for that, you betcha. The first language our technology understood was Gaelic because if you can do Gaelic you can do anything. Now we’re teaching it Etruscan because you never know when you might want to sell sandals to a dead gladiator). What makes the tool different from the standard human is its ability to report on what will or would happen in the reader’s mind at the non-conscious and conscious levels. Most people don’t have that kind of training, our technology (Evolution Technology or “ET”) does.

Age Appeal

Both homepages are designed for (not necessarily intended for. We’re not talking about who the desired audience is, we’re talking about who this material is going to work best with) relatively tight demographics. The French homepage will appeal to about 71% of the 25-34yo native French speakers who see it, the English homepage will appeal to about 60% of the 35-44yo native English speakers who see it.

<ET Tool Training Alert>
When I originally presented this analysis to Stephane for comment I thought that a possible reason for the different age appeal targeting was that the canoe.ca site was a Quebec specific site, hence English might be a second language — meaning learned via education or life experience — for Canoe visitors (ET will interpret higher levels of education and life experience as “more mature” hence add a few years to its age appeal estimates).

Stephane explained that canoe.ca was created in Toronto then moved into Quebec, and that the English site is still done in Toronto and the French site in Quebec.

In any case, what’s most interesting is the relative spikyness of the Appeal charts. This material — regardless of the intended audience or its origins– is designed to best appeal to a limited age demographic.

<Stephaneism>
Stephane noted:

Another thing… your classifications aren’t equal… why 15-19 (5 years), 35-44 (10 years), 55-59 (5 years)… Does each of the graph age ranges have the same “population size”?
The age groupings are based on neurology more than much else. The five year groups occur when the brain starts to change, the ten year groups are when the brain is relatively stable neurologically.
Usually, I think each segment should be the same range (number of years). If population is different sizes for different ranges it usually mean the number of classes should be reviewed. Am I wrong?

Excellent catch. The age breakdowns are based more on the most recent and most well documented neurology studies than anything else. As such, they can fluctuate from time to time. ET’s basis for understanding and decision making is neuroscientific, not marketing demographics per se. Originally we tailored the age breakdowns to match the US Census bureau’s breakdown and do our best to match those the best we can.

That offered, if you can define the age breakdowns of greatest interest to you (maybe 15-24, 25-39, 40-54, 55-74, … work best for you) we can tell ET and have the results appropriate to your needs.

</Stephaneism>

</ET Tool Training Alert>

Clarity/Understandability

Readers of Sentiment Analysis, Anyone? (Part 1) or Websites: You’ve Only Got 3 Seconds will remember that there are three “age” levels designers really need to be concerned with; Appeal, Clarity and Actionability. The brain-mind system doesn’t “think” in terms of a chronologic age, it “thinks” using one subsystem to determine “Is this going to be important?” (that’s Appeal), another subsystem to determine “Do I understand why this is important?” (that’s Clarity, Cognition, Understandability, call it what you will, god knows we have) and yet another subsystem to determine “Shall I do something about this?” (that’s Actionability).

The chart above shows that both English and French homepages will be best understood by a broad demographic, yes (the curve doesn’t spike), as well as a large population (its position on the chart).

<ET Tool Training Alert>
There is a possible problem when the Appeal and Clarity charts are taken together. The ideal is that Clarity peak at an age demographic just shy of the Appeal peak. This is necessary because humans, once you’ve got their attention, want to quickly determine if something is important or not. This desire to quickly understand something’s importance means less neural activity is required and ET reads that as a slight drop in neurologic age requirements.

However, the Clarity here is above the Appeal of both English and French audiences, meaning both audiences will need to work (as in “think about”) what’s on each page in order to understand its importance to them. If these pages truly are designed for the Appeal spikes, then they will not be easily understood by those age groups, hence Actionability (click through, conversion, whatever) will be lower than it could be.

On the other hand, if the target audience is 35-59yo, this Clarity is fine. Now the problem is that the age group will not find the homepages appealing enough to devote time or energy to them (except possibly some percentage of native English speakers), meaning “your conversions/clickthroughs/… would be higher with a judicious redesign”.
</ET Tool Training Alert>

Actionability (conversions, clickthroughs, …)

Both sites are designed to be actionable by 35-44yo. This is great for the French site (and assuming it is correctly designed for its intended audience) and not so good for the English site. Actionability needs to be a tad more than the Appeal because action requires effort and ET reports this as an increase in neurologic activity, hence a shift to a more mature age group.

<ET Tool Training Alert>
The good news for the French site is that the Actionability spike is pretty much as the same height as the Appeal spike and it’s in the correct demographic. This means every native French speaker who comes to the French homepage will act on it.

Unfortunately, the Clarity value is way off from where it should be. Native French speaking visitors may find the site appealing and be able to act upon it but they will not understand what it is they should do, hence numbers could be higher with some redesigns.

The English Actionability is acceptable and is also quite the spike. It almost matches the Appeal spike, but the page also suffers from the Clarity issue.

</ET Tool Training Alert>

Gender

Both sites favor a male audience design wise and in roughly equal measure.

Rich Personae, {C,B/e,M} Matrix

Often this is where real cultural design differences make themselves known. The English site is designed for an A9 Rich Persona (I’ve written about Rich Persona on this blog and in iMediaConnection), the French site for a V16 Rich Persona.

The A9 Rich Persona has the following attributes when it encounters web based information:

  • These people focus on the negative, they make decisions based on what might go wrong
  • They are motivated to take action when things are phrased in the negative
  • They often need to confirm their beliefs with visual information
  • They’re motivated by avoiding trouble and are strongly influenced by the possibilities of difficulties down the road

The V16 attributes are:

  • These people need to have information presented to them in pictures, charts or graphs
  • They finalize their decisions by using internal dialog
  • They need information framed in a positive manner before they can accept it
  • They have no sense of time or process

So we immediately see that the French homepage is designed for happier people than the English page.

<ET Tool Training Alert>
The fact that the two sites target completely different personality types can be a plus or a minus based on how much of the Canoe visitor populations match these psychological profiles. What is most important is that what is essentially the same design will target very different psychologies based on the native language of the visitor.

Which personality profile is better? Couldn’t tell you without knowing more about the goals for the site.

</ET Tool Training Alert>

10 Must Messages

10%20must%20messages%200906081039-small.jpg

The basis for communication and relationship are what NextStage calls “The 10 Must Messages”, meaning unless your site is communicating this messages well your site won’t work at all.

<Aside>
Interestingly enough, during the iMedia Brand Summit Master’s Class I taught earlier this week I asked all the attendees what the basic function of a website was. There were lots of answers and none of them were the most important one; to establish a relationship between the visitor and the brand. Regardless of intent, a relationship is being established and the success of that relationship is going to be based on how well the site communicates these messages to the visitors.
</Aside>

What we see here is something I mentioned in Sentiment Analysis, Anyone? (Part 1), that Canadian based companies tend to shout “We’re a Leader”. The fact that the two lines have roughly the same shape is to be expected (my guess is the same design group handled both homepages or a single template was used for both). Again we see some cultural based differences in the strength of the messaging.

<ET Tool Training Alert>
Take each line separately and the values are fair, there’s not a lot of shouting. What is a problem for both sites is the “This Is Important” message’s relative weakness. It is so low compared to most other messages on either site that visitors will feel no sense of urgency, no impulse to act, and in any case nowhere near as strong as it could be. The ideal would be for the “This Is Important” message and the “This Is Important To You” message to be high with the latter just enough higher to have visitors non-consciously recognize the difference.

I tend to liken the difference between these two messages to hearing the newscaster tell you about some news story then call in their talking-head to explain specifically why this news story is important to the viewer. Another way of thinking about their difference is the recognition that something may be important but not relevant to the individual versus important and relevant.

In any case, you can’t convince people that something is both important and relevant unless you first convince them that it’s important, period.

</ET Tool Training Alert>

Suggestions

That brings us to the last thing ET will report on, what to do to change the design for the target audience. I don’t know who the target is so any suggestions would be irrelevant, me thinks.

<Stephaneism>
After reading this analysis, Stephane commented:

I think what’s also interesting is ET gives you the data and the charts, but you still have to know that “Actionability needs to be a tad more than the Appeal because action requires effort”. The next stage of ET (no pun intended!) could involve bringing this “higher intelligence” (your intelligence!) to a rule engine that would gradually integrate this additional knowledge.
Let me take an example… web analytics tools today collect, analyze and provide the data, but they don’t provide any insight. Yet, some rules are readily applicable if we see high traffic from a specific campaign but a lower conversion rate than average: incoming traffic is less qualified, the campaign might need to be realigned. This intelligence could be integrated directly into the tool to raise “alarms” when things like this happen. The system would need to be trained and the architecture should allow to include new rules easily.

This is an excellent thought and yes, we’ve got it covered. People who’ve heard or seen my presentations know that one of ET’s differentiators is its ability to make suggestions. The tool that produces these reports — the one that doesn’t need a tag on a client’s site to generate actionable results — provides suggestions that incorporate “my intelligence” and additional knowledge (the system borrows heavily from knowledge management systems I worked on several years back) into its analysis. If I understand the rules system you’re describing, it’s already in there.

Anyway, we’re currently in the process of looking for alpha clients to help us integrate those rule engines into the product that does these analyses. [[(Already done and in NextStage OnSite, NextStage Experience Optimizer, NextStage Immediate Sentiment and NextStage Veritas Gauge)]]

</Stephaneism>

And there you go, Stephane. Hope it’s useful.


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Sentiment Analysis, Anyone? (Part 1)

We’ve been getting a lot of requests for Sentiment Analysis lately. Based on my fun ride regarding engagement, I decided to find out what Sentiment Analysis was before saying NextStage had been doing it for years, what’s all the excitement about?

So I went to Wikipedia and read “Sentiment analysis refers to a broad (definitionally challenged) area of…” “(definitionally challenged)”???

Ah. Yet another buzzword in a long list of “My gosh, what shall we call something else we can’t really do?” words being slung about in the analytics world.

Okay, fair enough. People selling the stuff are attempting to own the field by telling clients what it is, what it’s suppose to be about and what they should expect. Some of you may know that Susan has a pharma background and that I often advise pharmas. They often say something like “We just discovered that this chemical compound has these effects. Can we come up with some catchy-named syndrome that this concoction will treat?” Same thing, really. “We know what we can do. Let’s give it a name and see if we can sell it.”

But we are NextStage. We follow a different path.

Asking “What do you want a Sentiment Analysis product to do?”

I asked some people to tell me what they would like in a Sentiment Analysis product (thank you, Chris Berry and Stephane Hamel).

I wrote Chris:

Howdy,
I’m wondering what, exactly, you folks would like a “sentiment analysis” tool to do.
Oh, the heck with that. Please give me a list of things you’d like some tool to do such that when you point some content at it, it tells you something about that content that would be valuable to you/your clients.
Remember, you’re talking to Joseph here. Go nuts with this.

<Fair Warning Dept>
This is going to be a long, rambling post, folks.
…and I plan on having fun, too…
</Fair Warning Dept>

Chris responded with:
<Begin List of Unreasonable Metrics>

  1. The aggregate degree of trust between a person (brand) and a social network or contained in the message.
  2. The aggregate degree of affinity between a person (brand) and a social network or contained in the message.
  3. The intent behind a comment (author intent) (Referral: I like this, you’re a friend, you will like this too. Check it out. :: Retribution: You piss me off. I’m telling everybody to avoid you. :: Love: I just want to say how great you guys are. :: Constructive: I like you, this is what I want now. Troll:: I don’t really feel anything towards you, I’m bored and I want to be entertained.)
  4. Is the comment “Positive”, “Negative”, or “Neutral” – accurate to within +/- 5%, 19/20. This is how most social vendors classify it. I don’t consider these numbers to be helpful, but they are ‘standard’. However, they tend to have a much higher rate of error. (3) is where it’s at.
  5. {C, B/e, M} profile of the author of a comment or blog post.
  6. The likelihood that the message will have the desired intent on those who read it.
  7. The likelihood that the message will have the desired intent based on psychographic distance from the author.
  8. The ability for the tool to return a CSV (or some other file) listing the social graph of the {C, B/e, M} profiles in relationship to each other within a specific tribe, in general, for the purposes of segmenting discussions based on expert areas. (Testing the 1957 “Word-of-Mouth” studies and the whole air conditioning patterns for new product introductions.)
  9. The likelihood that the message will be remembered or committed to memory. (Goes to that damned traditional metric: message recall. I don’t think that conscious recall is nearly as important than sub-conscious recall, but I’ll admit being wrong if shown evidence to the contrary.)
  10. The gender and age of the author of a comment or blog post.
  11. The gender and age of the composition of the social network observing the comment or blog post. [Tribe analysis].
  12. The purchase / re-purchase intent of the author.
  13. Identification of who, within a social network, is an influencer, a gatekeeper, or a hub. (IE. Identification of who should I talk to first to get movement on a message.)
  14. Suggestions, based on the {C, B/e, M} profile, of how to frame a message.

If NS wanted to compete on a ‘whole product’ basis:

<End List of Unreasonable Metrics>

I’m being unreasonable. You expected it though?

<Susanism>
I showed Susan Chris’ wishlist. “But we already do all that,” she said. “It’s already in TargetTrack.”[[we broke out the original TargetTrack tool into several NextStage tools]]
</Susanism>

(skip down to the boring stuff)

Zappos Twitter page

I then asked Chris for a webpage to analyze. He sent me http://twitter.com/zappos. As I’m learning about Twitter myself, I kept on clicking the “more” button at the bottom of the page for a while. Eventually I had the page from 3:10pmET 2 June 09 back to “10:41 PM Mar 28th from web”. I broke this into two files, one was just the comment stream, the other was the whole page — graphics and everything — including the comment stream.

Why did I do this? Because people will non-consciously be influenced by all the information presented, not just the comments.

Then I fed both into the ET TargetTrack tool [[The original TargetTrack Tool has been broken out into many of NextStage’s tools. This particular tool has been available since 22 Mar 2001. You’ll find some TargetTrack case studies on our Case Studies page.

<Anecdote>
Chris and others may remember my visit to the Chicago Critical Mass offices in Aug ’08. I was told a client company was interested in modifying their websites for three countries. I asked for the websites, fed them through TargetTrack on my laptop in my hotel room while having breakfast that morning before the meeting (did I mention that TargetTrack, like all ET based tools, is highly compact, extremely accurate and very fast? It’s not sexy, whatever Rene means by that, but compact, accurate and fast? Those we can do), and read the results over a cup of coffee.

<Dr.Geertzism>
Dr. Geertz, who some of you may remember as commenting on my TheFutureOf posts, has become one of my most trusted first readers. On reading through this he offered “With regards to ‘sexy’ as defined by Rene. Think about what a man or woman finds sexy. Focus. Would you describe it as compact, accurate, and fast? Maybe ET needs to become mysterious, exotic, dangerous, and built. There is a euphemism about partnering in business is ‘getting in bed with’ someone. Do a survey and see how many women want to get in bed with someone that describes themselves as fast and compact. Sexy? At least shoot for satisfying, thoughtful, and robust.

What I love about this is that it’s all in how one applies the terms.
</Dr.Geertzism>

When I arrived at the Critical Mass offices, I mentioned off-handedly that two of the sites would do well, one wouldn’t because TargetTrack had determined it wasn’t designed to appeal to that one country’s cultural biases.

I said it off-handedly because I’m use to TargetTrack revealing stuff like that. It was routine and old-hat to me.

And TargetTrack was right on track regarding which country’s website was performing poorly. And why.
</Anecdote>

TargetTrack is simply another implementation of our Evolution Technology (ET). That’s the technology some of you may have heard talk about recently, the technology with the very good scores at recognizing age and gender of site visitors without asking questions, without using forms, without polling other internet databases, and if you think age and gender is all it can do we should talk some time. I’ve been telling people about this stuff since 1999 so I’ve got the patter down pretty well.[[NextStage Members can access the full research paper, Machine Detection of Visitor Age and Gender via Analysis of Psychomotor Behavioral Cues, on the Members’ Papers page. A synoptic paper can be found at Predicting Age and Gender Online]]

ET itself isn’t a tool. For that matter, TargetTrack itself isn’t a tool. They are both tools that make tools (@jdaysy, this is an example of Eliadeianism at work. Most analytics tools that I’ve seen are Maslowian in nature. They are designed to do one thing and one thing only. ET, TargetTrack, etc., are tools that can be used to create more specific tools. As ET is based on human intelligence and humans (I’m hoping) can do more than one thing once taught how to do it, so can ET and its derivatives).

<Anecdote>
One of NextStage’s early investors told me “You’ve invented plastic. It doesn’t matter if they want a baby bottle or a car dashboard, all that matters is that you shape the plastic the right way. That’s what ET is, it’s a kind of plastic that people can shape to do what they need it to do.”

I love the elegance and accuracy of that.
</Anecdote>

An original TargetTrack report

TargetTrack comes in lots of flavors. The example shown here is the basic one pager and is what we provide if a) you’re not using our technology on your website and b) you come in through our TargetTrack page. [[These days you can either become a NextStage Member, take some training and access TargetTrack and lots of other tools on your own or hire us to consult and we’ll use it for you.]] We offer lots of versions based on what you need to know, all machine generated so human minds never touch them. Why is that important? Because human minds — without massive amounts of training [[(and we have that training)]]— can’t be a) neutral when responding to information and b) swap their consciousnesses in and out as required to understand how other people would respond to information. Thus unless you specifically want humans to evaluate your work and you know for a fact that the humans doing that evaluation are exactly smack-dab in the center of your target audience…

<Harrumph Dept>

attract-engage-act.jpg

And allow me a moment, if you will. The TargetTrack report shown in the above figure was produced for a client on 30 Apr 07. The yellow bar in the chart on the bottom right is entitled “Engage” as in engagement, as in “this is how well you’ve been able to focus their attention so that they’ll do what you want them to do while they’re on your site”. I know others define engagement differently than NextStage does. For us, it’s all about getting people to act, to do, so our definition of engagement — which is based on well documented psychologic concepts that have been around for over a century now — is more about getting visitors to respond the way you want them to respond (and we’ve been measuring and reporting on engagement for a long time in internet years) than about determining the ballast mass of their keyboard divided by the number of visits to your sites multiplied by the number of letters in their mother’s maiden name. Or some equally contrived calculation.

You just know Susan’s going to pull this, don’t you?
</Harrumph Dept>

Anyway, It took TargetTrack less than a minute to analyze both the whole web page and just the comments.

How Accurate is a Tool that Produces Results That Quickly?

Back in 2005 Progress Software asked us to determine which of their existing and potential partners would be successful. We used the same TargetTrack tool to analyze some 150 partner sites that was used in this analysis. ET picked the top four performers knowing nothing about the companies, only being able to predict how visitors would respond to their websites.

These four sites were the most successful Progress partners that year.

The only difference between then and now is the number of digital personalities in our system. Then it was 25,000. Now it’s about 10x that, meaning “increased accuracy”. [[And now it’s over 3MM.]] And TargetTrack is the tool we used to predict the outcomes of elections, to change the political landscape in Nova Scotia and of course to help clients save money and make money. Thank goodness there are people out there who care more about results than sexy, yes?

(start of the boring stuff)

What follows are TargetTrack’s responses to Chris’ wishlist. I’ve indicated the things TargetTrack can already do “off the shelf” and the things it can do “kind of”, meaning the best answer would be a combination of our tracking tool and TargetTrack.

The aggregate degree of trust between a person (brand) and a social network or contained in the message. (already in TargetTrack)

10 'Must' Messages

Some people may remember my eMetrics SF ’07 presentation. Part of that presentation dealt with The 10 “Must” Messages, two of which are “We Trust You” and “You Can Trust Us”. These two combine to answer Chris’ first question although it’s better to keep them separate, as we’ll see.

And I guess this is where we start offering trainings on using our technology.

Lesson the First: It doesn’t matter what the score is in isolation, it matters how well the score matches other information in the visitor’s environment. Someone sipping a glass of wine while reading an excellent novel doesn’t want an intruder to come up to them and shout “I TRUST YOU”. Whoever is doing the shouting will be evaluated as an “intruder” at best and a “nuisance to be avoided at all costs” at worst, hence the desire is to communicate “I Trust You” just enough to be recognized and favorably responded to, nothing more.

This image shows the 10 “Must” Messages of the Twitter Zappos page together with their relative strengths. You’ll notice that some messages are being SHOUTED compared to others? Not good, that. As far as it goes, the “We/I Trust You” and the “You Can Trust Me/Us” messages should be of fairly equal value (this is based on Fair-Exchange Concepts. You’ve read my work on Fair-Exchange Concepts, haven’t you?). Here the comment author’s variance between trust messages is just shy of being non-consciously recognizable, meaning readers may get a sense the author is asking to be trusted (message 2) rather than being found trustworthy. What’s worse is that the comparative intensity of the some of the other messages will probably drown out any “trust” messages being sent unless the audience specifically looks for them. This “looking for a message” can occur when the author is very well known to an audience and they’ve come to expect and often desire the variance in message strength.

<FYI>

This image is another version of our TargetTrack tool report. This was a 50 page report produced when a client gave us a brochure for analysis. You’ll notice the 10 “Must” Messaging reports in the lower left corner.
</FYI>

An interesting aspect of the human brain-mind system is that it allows different signal sources to supply similar signals differently. This means someone could be browsing a site while sitting on their backporch (as I am as I write this) and the brain-mind keeps separate shouting from the website and shouting from the woods behind my home. The brain-mind quite easily determines which of these two should get priority attention and they’ll rarely overlap (I’ll rarely have to struggle deciding which one I want to pay attention to. The woods always wins).

However, two competing websites? Or two equally attractive birds sitting in the pines in front of me? So what we often tell clients is that it’s nice to get a reasonable score when analyzing just your own stuff, it’s better to know how well it does against the averages of competitors. This image shows just such a comparison, specifically one company’s “We Trust You” message against all competitive companies’ “We Trust You” messages in our system. What we learned was that a visitor moving between websites — the client’s and their competitors — would feel more trusted hence more at ease hence willing to do business on competitor sites than on the client’s site. Why? Because most competitor sites were communicating “We Trust You” better and just enough better to be noticed, not to make the visitor feel they were being shouted at.

The aggregate degree of affinity between a person (brand) and a social network or contained in the message. (already in TargetTrack)

This is handled by the “We’re/I’m Good People”, “You’re Good People” and “They’re Not Good People” messages. As before, the goal is to have the messages work well together, not stand out on their own. The ideal is to have “We’re/I’m Good People” communicated with just a little less intensity than “You’re Good People”, as in a demonstration of humility followed by a recognition of another’s worth or value (as a person). The “They’re Not Good People” — the message about your competitors — is the one where some definite increase in intensity is allowed. Not a shout so much as a definite statement.

<Anecdote>
We did a comparison analysis a number of years back for Fidelity. They asked for a comparison of their mutual funds product path (the path that must be navigated from a landing page through a conversion) against five competitors (Merrill Lynch, TRowePrice, Schwab, Vanguard and SmithBarney). All of their messaging was quite comparable until you got to “They’re Not Good People” and “We’re/I’m A Leader”. Basically all of their product paths were communicating We/I Trust You…We/I Can Help…You’re Good PeopleTHOSE OTHER PEOPLE ARE LYING, CHEATING BASTARDS! STAY AWAY FROM THEM IF YOU VALUE YOUR LIFE AND THE LIVES OF YOUR CHILDRENAND WE’RE FREAKIN’ INCREDIBLE.

This needs to be compared to Canadian based companies where the laws are different. Canadian companies can’t openly communicate that their competitors are pooty. Comparisons between companies in verticals there tended to yield results along the lines of We/I Trust You…We/I Can Help…You’re Good People…They’re Not Good People…AND WE’RE FREAKIN’ INCREDIBLE.

Learning the differences in cultures is one of the reasons I love my work.
</Anecdote>

The intent behind a comment (author intent) (Referral: I like this, you’re a friend, you will like this too. Check it out. :: Retribution: You piss me off. I’m telling everybody to avoid you. :: Love: I just want to say how great you guys are. :: Constructive: I like you, this is what I want now. Troll:: I don’t really feel anything towards you, I’m bored and I want to be entertained.) (already in TargetTrack)

One of the things TargetTrack reports on (one of the original core functions, actually) are “hidden” messages. This is documented in several places and you don’t really care about psychobabble at this point, do you? How about some marketingbabble instead, “TargetTrack reporting also scans media content for subtext and hidden messages and creates a unique Key Marketing Messages report which determines how marketing materials communicate value by scanning for content and design features which most effectively denote trust, professionalism, helpfulness and leadership to consumers.

An example of a hidden message that was costing companies money can be found in Site-Penetration Up 225%, Time-On-Site Up 300%, Conversions Up 20% in Four Months. There are other examples where the designer didn’t like the company they were working for, didn’t feel they were appreciated, didn’t feel the project they were on was worthy of their talent and skills and each time their negativity was non-consciously embedded in the work they were doing, each time non-consciously picked up by the audience and each time costing the unsuspecting client time and money.

Some other messages TargetTrack found in marketing material include “Don’t Mess with Me” (perhaps that’s Chris’ “Retribution”), “I’m Different From Every Other Person I Know” and “I can make a career here for myself because nobody else knows what they’re doing here” (a law firm asked us to evaluate resumes using TargetTrack (we actually analyze resumes for lots of companies and how we do it is an example of the TargetTrack tool being used to create another tool, our ResumeReader)).

While I’m disinclined to suggest any hidden messages on this page, I am left wondering how comfortable the author is either Twittering, in their current position or how long they’ve been in their current position.

Hmm…Rene was telling me that several people have approached him about starting a company wherein ET analyzes funds and stocks based on its predictive ability (see Predicting Election Outcomes Via NextStage’s TargetTrack and Working with Prediction Markets via NextStage’s Evolution Technology)…and now lots of CEOs are blogging, twittering…hmm…

You know, several companies have asked us to read through the materials submitted by potential employees, not just their resumes, to get an idea of how well these individuals would fit in…so if we use our ResumeReader tool on this page…

This job applicant’s ability to help and their reliability may cause challenges depending on their position in the company. However, they will work very well with others and require next to no supervision. The juxtaposition of the Ability to Help, Works Well with Others, Requires Little Supervision and Reliable values indicates this applicant will work better in group or cooperative work environments than as an outsider and should not be considered for “work at home” or “remote office” situations. Trustworthiness is acceptable and the Competent value indicates they will probably grow into their job in a minimal period of time.

<Anecdote>
NextStage’s ResumeReader tool passed initial muster when we opened our Toronto offices. Our CEO (at that time) told me he was using TargetTrack to evaluate the resumes of programmers. We were in the conference room and he was synchronizing his laptop to the projector so things were flashing in and out on the screen. He mentioned one fellow in particular and a TargetTrack’s analysis flashed on and off. I knew nothing about the fellow we were discussing, his history, had never read his resume, only glanced at the TargetTrack results for a moment and said, “Well, that resume was written about two years ago and the fellow was very unsure of his future at the time. He was between jobs and trying to figure out what to do with himself.”

Our CEO stared at me. “That’s the report on my resume,” he told me. “The one I wrote two years ago when I’d just sold my first company and was trying to decide what to do with my life.”

Budda-boom.

<FYI>

And you, too, can have that facility with TargetTrack reports. All it takes is a little training…
</FYI>

Two senior people from a large jobsite, starts with an “M”, wanted to use our ResumeReader as part of their offering. During talks, it came out that they wanted to create a company that would sell this service to “M”. And they didn’t want “M” to know about any of our discussions until it was already a done deal. And they wanted all the rights. But don’t let “M” know about any of this. Ever. And they were greedy. Oh, were they greedy. You should have seen their eyes glaze over and heard their cackling laughter when they talked about charging “M” then offering slightly different versions of the ResumeReader tool to “M”‘s competitors.

We said “no.” Okay, I said “no”.

I’m told some people read the bottom of our homepage and consider it rude, that I’m basically saying “…if you’re not willing to put money upfront (and not a little money) don’t bother me.” [[They’d really love the one we’re using now (Susan’s design).]]

Well, that’s correct although not because I’m greedy or money-hungry. Frugal, yes, greedy or money-hungry though? Have you read our Principles? I am greedy with my time, that I’ll grant, and I do recognize posting our prices is the equivalent of “You have to be this tall to get on this ride”.

It’s also a block to certain kinds of people. Look through those Principles and you’ll see several ways to alter the prices we charge. Lots of people do. There are lots of ways to be tall and not everyone is willing to stretch. As I wrote, those prices are a block and only to certain kinds of people.

Sometime when we’re at a conference ask me to talk about cultural and social taboos, such as the taboo against discussing money but lack of taboos around discussing financial matters within certain groups and cultures. It plays a lot in designing culture and group specific information.

Or you can take one of our trainings as we often cover the same material there.

But greedy versus frugal? Moi? (Stephane loves my Frenglish)

True story: Someone said they’d help NextStage with marketing “for only 20% of the company”. I asked “Can you prove you’re worth it?” and they couldn’t. I don’t mean they couldn’t prove it to my satisfaction, I mean they couldn’t prove it, period. Nor could they demonstrate it. Anywhere. So I said “No thanks.”

Had they been able to prove their worth at all, I would have considered their offer. As it was, I would call them greedy. I would not call them greedy if they could have proved their worth, but do so because they could not. I would call myself frugal. I don’t accept someone telling me their worth without a demonstration of same, but once they demonstrate it? They can fail, all they need do is demonstrate the effort and my world is theirs.

You really should read those Principles.
</Anecdote>

Specific to Chris’s list and only comparing the values against themselves, we find that the strongest non-conscious intent is retribution. However, the relative strengths of Referral, Retribution and Constructive indicate that such non-conscious messaging is probably part of the author’s psychological makeup and nothing specific to these posts. This is where a helpful exercise is comparing this author’s material against similar material elsewhere, such as a competitor’s twittering or even the author’s own writing not contained in these twits.

I think what’s more important here is that if you can form what you want to know into a question or statement such as Chris did, ET can answer it. Most of the reports we provide are based on questions clients asked us, usually blue-skying their hearts out while doing so.

Is the comment “Positive”, “Negative”, or “Neutral” – accurate to within +/- 5%, 19/20. This is how most social vendors classify it. I don’t consider these numbers to be helpful, but they are ‘standard’. However, they tend to have a much higher rate of error. (3) is where it’s at. (already in TargetTrack…kind of…)

It’s one thing to be positive, negative or neutral in general, it’s a completely different thing to be positive, negative or neutral as defined by your target audience. The world may love you but if the people you want to do business with think ill of you, it doesn’t matter what the world thinks. Likewise, if your target audience thinks the world of you, do you care what opinions others may have?

And do we mean negative, positive or neutral to a specific person, some cultural or ethnic group, some product or service, government, …? TargetTrack can fine tune it’s answers based on what you want to know.

How accurate? It will be accurate to within 83% based on the author’s {C,B/e,M} matrix at the time of their writing. For those who haven’t seen my presentations, the {C,B/e,M} matrices are the Cognitive, Behavioral/effective, Motivational neurologic, psychologic and sociologic methodologies that people employ to get through their day (and usually without knowing they’re doing so). Someone who’s always upbeat has a different {C,B/e,M} matrix than someone who’s shy, for example. Someone from Espania has a different one than someone from Alba Nuadh. Discovering where these matrices overlap and how they overlap is the key to cross-cultural marketing even when the cross-cultural aspect is just NH versus Tennessee and so on.

What I will offer is that this question is best answered by a combination of TargetTrack and our tracking tool (yep, the one Rene mentioned). It’s often fun to match an author’s intent with the readers’ perception of that intent. Doing this requires our tracking tag be on your site/blog/whatever. Interesting things can come out from that kind of study.

For example, if we learn than an author is habitually more negative than positive in their discourse AND we know that readers’ level of interest peaks during those periods, then escriva negativa, my lad.

{C, B/e, M} profile of the author of a comment or blog post. (already in TargetTrack)

Click on the above TargetTrack examples and you’ll see that much of the {C,B/e,M} matrix information is included as statements about gender, age (yes, I know. Gender and Age again. And since 2001. Who knew?), so on and so forth. We can include as much or as little of the {C,B/e,M} matrix information as you want.

This, for example, is an analysis of some marketing material that’s well designed to appeal to what we recognize as a K13 Rich Persona. I’ve written about Rich Persona on this blog, on iMediaConnection, lots of different places. What’s a Rich Persona? It’s the heart, gut and mind of the persona you create during your marketing discussions. Doesn’t matter if you create “Jeep Driver Joe” or “Soccer Mom Sally” or anything else, you’re simply creating a true fiction with no basis in reality other than your own machinations until you imbue that persona with dreams, desires, pains, pleasures, hopes, anxieties, desperations, relationship problems, and most importantly ways they would deal with all of these things, how they think about them, how they would respond to them, what and how they would ignore them and so on. Put all that together and your persona is now Rich.

People who saw my eMetrics Toronto ’08 presentation may remember that I shared how the {C,B/e,M} matrices for different parts of Canada were shifting over time. This happens all the time and translates to “Keep your materials fresh because what works today might not work tomorrow.”

And before I forget, this author is demonstrating an A9 {C,B/e,M} matrix or Rich Persona. Their material will most strongly influence readers who:

  • make decisions based on what might go wrong

  • learn best when what they’re learning can be directly applied to a harmful or painful possible future event
  • often seem mentally absorbed
  • often seem to loose focus on what’s going on around them
  • engage in internal dialogue (usually in the form of self-directed statements) in order to make decisions
  • will listen to others’ advice only if the advice has a negative form (“Oh, you don’t want to do that because…” “There’ll be problems with that because…”)
  • focus on the negative
  • are motivated to take action by arguments and/or explanations which cast things in a poor or bad light
  • pay more attention to what’s not working when evaluating situations
  • often need to confirm their beliefs (whether valid or not) with visual information

  • will only accept visual confirmation if what they are shown confirms the problem rather than the solution
  • base final decisions on anticipated problems or errors in their or other peoples’ judgements
  • pay little attention to what’s going on right now when making final decisions
  • are strongly influenced by the possibility of pain or difficulties down the road (although they will not intentionally seek pain or difficulties out they are still sure the pain and difficulties exist and are waiting “to greet them”)
  • will ignore any difficulty or pain they’re presently in if a future pain or difficulty is inferred, threatened, demonstrated or explained

  • ignore emotional appeals unless the appeal takes the form of a conversation or lecture in which a worse or negative outcome is defined or identified
  • demonstrate that a conclusion has been reached or something has been learned by some small, outward sign or motion, such as a slight or single nodding or shaking of the head, a slight clenching of the hands or movement of the fingers, or a slow, deep breath.

No wonder their writing showed up as slightly negative, huh?

Anyway, this {C,B/e,M} matrix information can be for the author, the audience, let us know when you ask for a TargetTrack (depends on which one you ask for) and we’ll provide the information for you.

For example, a law firm gave us an ad to analyze along with some responses from different people to that ad (this is documented in Reading Virtual Minds Volume I: Science and History. TargetTrack could individualize gender, age, geographic location and job description of the respondents by analyzing their responses.

But really, how useful is knowing this unless you know how to design for whatever {C,B/e,M} matrix information and Rich Personae your dealing with (and did I mention we offer trainings on just that)? Some of these images contain suggestions for improving audience (oh, dare I say it?) engagement, attention to, interaction with, whatever the buzzword de jour is, with your material.

Suggestions are included in all our TargetTrack products. That was one of the first things TargetTrack was designed to do, provide direct, actionable suggestions on how to get your material into the hearts and minds of your target audience as quickly and as economically as possible.

I mean, all these TargetTrack reports may or may not be pretty and (according to Rene) aren’t even sexy but who cares if you don’t have real, you can do it, actionable items provided with your report? You’re just shooting in the wind if you don’t, right?

So we give suggestions, to-do’s, action items, call them what you will, and in some cases listed in Critical, Important and Desirable order.

The likelihood that the message will have the desired intent on those who read it. (already in TargetTrack…kind of…)

We can determine what an author’s desires regarding their audience response are via TargetTrack alone.

To know if the desired intent is actually being realized while people are reading the material requires our web tracking tool.

The likelihood that the message will have the desired intent based on psychographic distance from the author. (already in TargetTrack…kind of…)

See above.

The ability for the tool to return a CSV (or some other file) listing the social graph of the {C, B/e, M} profiles in relationship to each other within a specific tribe, in general, for the purposes of segmenting discussions based on expert areas. (Testing the 1957 “Word-of-Mouth” studies and the whole air conditioning patterns for new product introductions.) (already in TargetTrack)

Compare the above Quebec Thought Progressions with this chart from that same eMetrics Toronto ’08 presentation, this one for all of Canada or the one below for British Columbia, all during the same three month time period. These are actually from our Personae Mapping Tool, yet another variation of ET and TargetTrack (there’s that “using tools to make tools” thing again, @jdaysy).

Anywho, these are graphs of the {C,B/e,M} matrices within different tribes and groups within those tribes. ET can do this for whatever you describe; areas of expertise, geographic locations, ethnic factors, language of origin, …

The likelihood that the message will be remembered or committed to memory. (Goes to that damned traditional metric: message recall. I don’t think that conscious recall is nearly as important than sub-conscious recall, but I’ll admit being wrong if shown evidence to the contrary.)(already in TargetTrack…kind of…)

This is another one that requires our tracking tool be on your site.

ET’s original function was to make sure educational material was being delivered optimally for each student, hence it would modify my class material on the fly based on how individual students were navigating the site in order to match the {C,B/e,M} matrix of the material to the {C,B/e,M} matrix of each student (the original NSE site did this in real time for each visitor. There are examples in the “Anecdotes of Learning” section of Reading Virtual Minds Volume I: Science and History and referenced above in that lawyer segment). The reason to do this was to insure that the material would be both committed to deep or long-term memory AND be immediately actionable in consciousness.

Yes, actionable, as in “they can and will be able to use and act upon the information” right now.

Remeber and Use, Branding, etc.

And while I’m here, let me offer something that (I believe) is a demonstration of “going one better”. I gave a presentation to the Boston KM Forum in Aug ’06 entitled “Increasing Knowledge Transfer By Adapting Information Presentation Styles On the Fly”. Wordy, I know, and the third slide in that presentation is relevant to this discussion in so many ways. Item #5 on that slide is “Cognition, retention, etc., went high”. That’s how people in my field talk about “branding, engagement, usability, understandability,…” things like that.

The end result was that people were able to remember material as content three times longer, in context seven times longer and be able to utilize that information (ie, “work with it”) ten times longer.

Consider this a “two-fer”. We can recognize and adjust content on the fly for specific “tribes” and deliver targeted messaging by recognizing a tribe then customizing that message so that only the tribe remembers and can use it.

The gender and age of the author of a comment or blog post. (already in TargetTrack)

Read all of the above again (you didn’t skip anything, did you?). Go ahead. I dare you.

The gender and age of the composition of the social network observing the comment or blog post. [Tribe analysis]. (already in TargetTrack…kind of…)

There are two ways to answer this. I’ll start with the part that is “…kind of…”. To determine all visitors would require the tracking tool on your site. We could do it with just TargetTrack for people commenting and do some creative mathematics to guesstulate the entire audience composition. It would be easier and cheaper to use our tracking tool and just have it report the network’s composition.

Or we can answer “Who is this material best suited for?” That’s a pure TargetTrack question as I’ll demonstrate below.

Age appeal for the comments only

“Who is this material is best suited/designed for?” is where differences between just the content and the webpage — graphics, fonts, etc., and content — demonstrate great differences. They make differences everywhere, here they are very pronounced. This chart is from TargetTrack analyzing just the comment stream and determining “What age group is this material is best suited/designed for?”. No graphics, no images, no colors, no fonts, no backgrounds, only the pure text. Forget that there are three lines for now, just remember that this is TargetTrack’s analysis of the comment text only.

This image is TargetTrack analyzing the entirety of the page — graphics, colors, images, fonts, the whole shooting match. See that the yellow line is near flat on this chart? That’s an indication that the introduction of the images, graphics, colors, fonts, etc., etc., etc., are a major distraction to visitors both understanding and using the information presented.

And now, a little more ET Trainings and what are those three lines for again, Joseph?

In the charts above, the red bars are Appeal, the yellow bars are message Clarity and the green bars are message Actionability. Both position on the chart, height and positional relation to each other are extremely important. NextStage’s TargetTrack uses three items because Age is demonstrated by multiple intelligences, ie,

  • the visual intelligence that governs whether or not something will Appeal to a specific Age group,
  • the cognitive intelligence that governs whether or not something will be understandable (Clarity) to a specific Age group and
  • the psychosensory intelligence that governs whether or not something will be Actionable(ity) to a specific Age group

If you wanted, you could group them all together into a single Age metric but you’d lose a great deal of actionable information by doing so.

The point at which each line intersects an age group is an indication of how much of that specific age group is captured. The “just the comments” chart above, for example, indicates that just the comments on the page being analyzed would appeal (red line) to (ie, “get the attention of”) 55% of the 45-54yo market, about 28% of the 35-44 and 55-59yo markets and so on.

The next line of interest is Clarity (ie, “is this understandable?”). The human mind likes to understand things, too clearly see what things are about. But you don’t want people to work for it when you’re selling them something, at least not too hard. This means you want Clarity to target a slightly younger age group that the material appeals to. In other words, you want to get their attention then have them easily understand it, this Clarity (yellow) needs to be a little to the left of the Appeal (red) line.

Now you have to look at Actionability (green). You got their attention (red), they understand your value proposition (yellow), now they must act on that understanding. You want the green line to be just to the right of the red line because people will only act when they recognize value, hence must “reach” and that “reach” and value is detected as requiring slightly more neural effort than both Appeal and Clarity.

Thus the ideal is that the relational position of the lines be Clarity, Appeal, Actionability (yellow, red, green). Further, you want the Appeal (red) to be the highest peak while Clarity (yellow) and Actionability (green) can be even or Actionability just a little higher than Clarity (yellow). Again, this is that “you want them to reach” thing.

Appeal (red) governs whether or not your target audience would give this page a second look, that something on the page would catch their attention and make them stop for a moment or two before going onto something else. In many cases, a well crafted webpage (email, tv ad, radio spot, report, etc) for a given audience would cause them to stop, period, and spend time interacting with the material.

The question about what’s good or bad message Clarity (yellow) has to do with the intended age group for the material. Being understandable by a younger audience is both good and bad. A complex subject written to be clear to a young audience must perforce leave out some of the more complex elements of that subject. A mature audience interacting with the material might consider the material overly simplistic and determine the material incomplete or in error. The goal is to craft material with a Clarity peak close to the target age group.

Actionability (green) measures the amount of education, life experience or maturity required to make use of the information and understand the meaning as opposed to understanding the words (which is what Clarity measures). The phrase, “The true cost of a car’s easy drivability is paid by the consumer” is easy to read but it (probably) takes some life experience to appreciate that as cars have become easier to drive the number of people driving has increased, the amount of training available and skill required to drive has decreased, more accidents occur, the cost of insurance climbs, fuel costs rise due to increased demand, … Making the automobile accessible to the masses may not have served the masses well, necessarily.

You can read more about this at Websites: You’ve Only Got 3 Seconds.

Gender. Yes, we do gender. You really want me to go into details?

The purchase / re-purchase intent of the author. (already in TargetTrack)

It’s in the complete {C,B/e,M} matrix information that we provide clients.

Identification of who, within a social network, is an influencer, a gatekeeper, or a hub. (IE. Identification of who should I talk to first to get movement on a message.) (already in TargetTrack…kind of…)

Depending on what you mean, this is already in TargetTrack or requires TargetTrack plus our tracking tool. I presented The Blogging Power Continuum: How Bloggers and Their Audience Share and Assign Power in a Knowledge-Based Medium at a SNCR conference in both Boston (Dec ’07), “Whispering to Be Heard: The Art and Science of Buzz Marketing” at the New Communications Forum 2008 in Apr 08 and a variation of the Boston presentation in Montreal at the Communicating for Social Impact, International Communications Association Conference 2008 in May ’08. One of the things that I shared was the research into how to recognize influencers and such, how to gain control of blogs, direct them, all sorts of stuff. Perhaps some conference organizer who’s reading this might smile upon me and invite me to present this information at their conference…

Suggestions based on the {C, B/e, M} profile, of how to frame a message. (already in TargetTrack)

I think I’ve exhausted this particular item, yes? Again, if you skipped things, you shouldn’t have as I covered this above.

We do give suggestions for doing this. Depending on what level of TargetTrack you want, these suggestions can be just a few items or several pages long.

Breakdown of conversations based on topic area. (already in TargetTrack)

You tell us how you want it sliced and diced, TargetTrack will report on it.

So, Chris, not one unreasonable thing in the bunch.

I mentioned to Chris that I doubted he could come up with something we hadn’t done already. Remember, NextStage’s tools were doing these things back in 2001 as “tools” and before that as pure technology. The things we’re doing now…?

…pant, pant, pant…thank goodness. Two days of writing. Done. Finito. yea for joey…

Stephane, I’ll get to canoe.ca soon, I promise.


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The Complete “NextStage Evolution’s Evolution Technology, Web Analytics, Behavioral Analytics and Marketing Analytics Reports for the BizMediaScience Blog, 7 day Cycle” Arc

Note: this was another monster arc, provided here in full, thanks to your friendly neighborhood mice, Calum&Eois

NextStage Evolution’s Evolution Technology, Web Analytics, Behavioral Analytics and Marketing Analytics Reports for the BizMediaScience Blog, 7 day Cycle, Part 1: Are Visitors Getting Good Value?

First, as I wrote near the end of Keywords, Search Engines, SEO, Learning, Placement, I’m attempting to craft blog titles that incorporate human syntactical elements and are still search engine friendly, meaning they appear near the top in search engine listings. Cleveland search engine optimization firm Keyphrase-Marketing‘s Jan Limpach explained to me that my previous posts were examples of keyword stuffing.

I’ll admit the revelation made me laugh. Business logic tells me that, if you want people to use your service or product, make it as simple to use as possible. I guess that rule doesn’t apply when you’re at the top of the food chain (as I wrote in Google’s Vulnerability).

First part b, this post was originally very long and, as Eric Pfeiffer, my editor at AllBusiness.com would say, dense, meaning, I think, information rich.

This also makes me chuckle. Long before there was the concept of social media, social networks, viral marketing and such, I wrote a paper entitled “Semantic Information Mechanics”. It dealt with viral fields, Jordan Conjunctures, lots of things and threaded throughout are the concepts of information density. Put all these things together and you get an idea of how much information you can pass through a system (“a person”) before you cause an information shutdown (“overwhelm them”).

Lots of folks have asked for that paper and now that I have more time on my hands I’ll probably revisit it and update it for what NextStage has learned since it was first written.

Anyway, this venue isn’t my AllBusiness.com venue. As I’m learning to modify my writing style there so am I learning to modify it here.

Do BizMediaScience visitors believe their time is well spent?

Looping this back to “First part b”, I was going to share lots of information NextStage Evolution’s reports are telling me about you, the readers of this blog. One of those reports is shown here. I’ll go into details of what this report is indicating (one report per post) in another post. Right now I’ll share that it’s indicating

  • you, the readers of this blog, think you get good value for your time reading my posts (the blue bar and accompanying dots on the right of the chart, and thank you!)
  • that the amount of information contained in most of my posts is overwhelming (the right bar and accompanying dots on the left of the chart, and I’m working on it)

So a tip of the hat to Eric and to you.

Are Visitors Having a Good Experience? (NextStage Evolution’s Evolution Technology, Web Analytics, Behavioral Analytics and Marketing Analytics Reports for the BizMediaScience Blog, 7 day Cycle, Part 2)

My quest for understanding the machiavellian world of SEO and SEM seems to be working. I did a search for “behavioral analytics” on Google and “NextStage Evolution’s Evolution Technology, Web Analytics, Behavioral Analytics and Marketing Analytics Reports for the BizMediaScience Blog, 7 day Cycle, Part 1: Are Visitors Getting Good Value?” came up #1. For that matter, it came up #1 when I searched on “web analytics, behavioral analytics, marketing analytics”, “behavioral analytics, marketing analytics” and as #6 searching on just “marketing analytics”. These were all blog searches.

Anyway, this post is part 2 in an arc on NextStage Evolution’s Evolution Technology reports. This time we’re considering Experience.

This arc got it’s impetus from an email exchange I was having with a frequent reader that also had its origins in the Why my Juanita Bynum post failed to get traction post and the resulting correspondence between WindKiller and myself.

Funny how many things are growing out of that post.

The reader wrote “Maybe it is my lack of analytics knowledge, but if I am on the main page for your blog, can you tell if I am a visitor reading the Bynum posting or a visitor reading a different post? If not, how would you differentiate between which posting attracted the most readers?”

I responded that I don’t know how web analytics handles this. NextStage’s Evolution TechnologyTM (ET)handles it with no problem.

The reader then wrote

“My guess would be they tell you to make sure every article has a click through requirement, so they can measure/tally that (or tally the subsequent page view).  I feel a little silly calling a “+1″ a measurement.  That’s why my guess was that if your blog was not using ET, the ‘measurement’ may be less informative than those to which you are accustomed.”

This is both accurate and goes to something I’ve been pondering for a while. I was once told it’s better to have posts that require the “Continue Reading” link than not because doing so “will increase traffic”.

Really?

I suppose this strategy works if the definition of “traffic” is “pageviews” because the system would count a visitor following the “Continue Reading” link as opening a new page (I’m guessing that’s the case).

The reader is also correct that I find the above concept and the numbers it may provide less informative than the information to which I am accustomed. What I’ll do at this point is share some of the things Evolution Technology tells me about visitors to the BizMediaScience site. You’ll need to decide for yourself how useful this type of information would be to you (and no, I’m sharing everything ET tells us. I’d like to keep my competitive advantage, if you don’t mind).

The important thing to know is that ET doesn’t ask questions, ask visitors to fill in forms, poll other internet databases, use permanent cookies, etc. ET works like any good cultural anthropologist does; by observing. You can read more about how ET works in Reading Virtual Minds.

And with that paid political advertisement out of the way, here we go with Experience

BizMediaScience visitors enjoyed their time on the site

The image on the right is one of our results charts (the actual chart is much bigger). What this chart is showing is that most people are enjoying their time reading my blogs (the green) over the past seven days. A small number of visitors aren’t having a good experience (red) and a slightly larger number are indifferent (yellow).

BizMediaScience visitors enjoyed their time on the site

It’s nice to know you work is appreciated, better to know that appreciation is growing. This image is last week’s chart of the same information. Yes, readers seem to think we’re looking better all the time.

People will ask, “How do you know this if you don’t ask visitors, use focus groups, have them fill out forms, have them in some behavioral index, …?”

My response on a good day is a detailed explanation of what NextStage does and the sciences involved. On a mediocre day it’s “What? You mean you can’t do this?”

Measuring experience — for that matter, measuring just about everything NextStage measures to generate its reports and advise clients — is remarkably straightforward. Some of it was explained in the Noisy Data arc, some of it’s explained on our website on the FAQs page

Do you have more men or women visiting your site? (NextStage Evolution’s Evolution Technology, Web Analytics, Behavioral Analytics and Marketing Analytics Reports for the BizMediaScience Blog, 7 day Cycle, Part 3)

This time we’re considering Gender.

I explained above that this arc grew from an email conversation with a reader spawned by the Why my Juanita Bynum post failed to get traction post.

Joseph is attractive to women

What I’m going to share in this chart and the next is a demonstration of my masculinity, my animal magnetism, my virility, …, yeah, right! Okay, I’m kidding. This image shows that BizMediaScience was visited by more women (pink) in the given seven day cycle than by men (blue). Does this mean I, Joseph, became more attractive to women in the past week? Of course it … I mean, no, not really. Other reports in our system explain why this was the case and how to duplicate it, if desired.

Last week, Joseph was loved and admired by everyone equally

This image is a seven day stretch from a week ago. Evidently my posts appealed to men and women much more evenly last week than they did this week. Again, other ET reports would explain why this happened and how to duplicate the results.

Returning Visitors and How Many? (NextStage Evolution’s Evolution Technology, Web Analytics, Behavioral Analytics and Marketing Analytics Reports for the BizMediaScience Blog, 7 day Cycle, Part 4)

This time we’re considering Returning Visitors. What NextStage is reporting on is probably not what others’ report on when using that term. We’re reporting how many visitors, while they’re on your site, have it in their mind that they’ll return at some point in the recognizable future.

What is recognizable future? The brain isn’t good at understanding time concepts beyond “now” and, when pressed to do it, can understand a 48 hour window around this current moment in time. This means that at whatever time you’re reading this post — let’s say noon — your brain can easily and rapidly work well with information from noon yesterday through to noon tomorrow. Beyond that you’re in the realm of the mind and how time is considered there is very different. I wrote about this in Making Visitors Want It Now.

Recognizable future is the line where the brain’s and mind’s concepts of future meet. Basically about 1-2 days out, so this NextStage report is an indication of how many visitors currently on your site believe they will return to your site within 1-2 days.

Considering the charts I’m sharing in this series are about this blog and I post to it pretty much daily, that could be an important metric. Especially if they don’t return, because then you know something interrupted a planned and desired activity. It’s not the blog itself because a strong influencer for their return is a satisfactory experience, therefore indications of non-returns mean there’s environmental factors that got in the way. Some you can’t control or deal with. Others you can, and knowing how to deal with the interrupters is one of those things NextStage does regularly.

What percentage of visitors will return to BizMediaScience

Next up is what percentage of visitors are likely to return. Remember, this isn’t a metric of how many did return, this is a measure of how many, while they’re on the site, are thinking of returning. The large black block on the chart is showing that about 90% of this blog’s readers will return. Look at the left of the chart and you’ll see a small, yellow dot. That dot and its position indicate why the actual number of repeating, returning visitors might be less than 90% and what you can do about it.

Knowing how many return is nice, knowing how many want to return means you can prepare, knowing how many want to return then don’t could mean your competition is doing something in the market and you may want to investigate.

How Many Real, Live People Are on Your Site? (NextStage Evolution’s Evolution Technology, Web Analytics, Behavioral Analytics and Marketing Analytics Reports for the BizMediaScience Blog, 7 day Cycle, Part 5)

This post is part 5 in an arc on NextStage Evolution’s Evolution Technology reports, this time considering Real Visitors per Session.

Real Visitors per Session and Real Visitors by URL are two answers to the same question. The question is “How many real, live human beings are really visiting my site?” I’m not sure and I think most others answer this question with either cookies, session-ids or something similar. This method has always been flawed to me. What if I see something on a website and call over someone else, “Hey, look at this!” and they sit at the computer, either beside me or taking over my seat? There’s only one cookie and one session-id, but now two people are using the same session-id and cookie to look at a webpage.

Back when NextStage was developing its technology this report truly noteworthy for the simple reason that not everyone had a computer at their desk and not everyone in the family had their own computer. Knowing that someone in a company called over a co-worker was a sure sign that the information on the page was interesting, hence valuable, hence actionable. Ditto for calling over family members. Knowing that mom called dad over, etc., meant there were conversions to be had (probably).

Now that computers are more common “per Session” gets paired with “per URL”. Now a more often occurrence is seeing the same person move amongst several computers at a given cookie-sessionid-location.

In any case, Real Visitors

visitors%20per%20url.jpg

The yellow and blue bars on the chart show number of sessions and number of real visitors per session. When the two don’t match you know that either someone called over someone else and they took over the computer or a single individual moved between two or more computers at a single physical location to view the same site.

How does ET know that more than a single user was involved in a single session? How much time do you have for me to explain it to you? The truth is, it’s not that difficult to understand and makes use of NextStage’s Rich Personae system, something I’ve written about in Mapping Personae to Outcomes.

NextStage’s standard Rich Personae system recognizes 72 different personality types and this is more than adequate for commercial purposes. It is capable of recognizing several thousands so even the most heavily trafficked sites can be analyzed along these means for reporting purposes.

This also handles the question of “What if I call over someone but they don’t sit down at the computer?” Excellent question and yes, when we up ET’s sensitivity it can determine that person B wasn’t sitting at the computer but that they were telling person A what to do. As Angie Brown, Strategic Services Consultant for Coremetrics (at the time) said, “I kept waiting for the “We expect this technology to be available in a few years” part, so it took a little while for it to sink in that you’re doing this NOW.”

What’s the Age Breakdown of Your Visitors? (NextStage Evolution’s Evolution Technology, Web Analytics, Behavioral Analytics and Marketing Analytics Reports for the BizMediaScience Blog, 7 day Cycle, Part 6)

Age is an interesting thing. For one, often people give an inaccurate value for their age (as I did in Media Free? That’s easy…and scary. Know why? (Part 20). For another, people may not “act their age” and this goes both ways. I was always accused of being mature beyond my years as a child. As an adult I was often told I was “an old soul”. Then there’s the poor sot who just can’t seem to grow up.

People not acting their age often comes from people not thinking their age. The example I often use is the boomer who buys himself an arrest-me red Corvette or Lotus Elan. I gave an example of this in AllBusiness.com’s Chris Bjorklund Interviews Joseph Carrabis on Color Use in Marketing. The mindset that buys the arrest-me red Corvette or Lotus Elan is often not the mindset that’s looking at senior citizen vacations, therefore market to the Buyer-Within, market to the mindset to make the sale.

NextStage recognizes this mindset as Neurologic Age. Neurologic Age can vary greatly from chronological age, and usually only so in specific demographics (ie, those who like to think they’re mature and those who like to think they’re young), in specific verticals or with specific products so course corrections are easily made.

In any case, Age Demographics

age%20breakdown%201.jpg

There are two elements to consider when evaluating age demographics. The first is shown on the right and is “Of all visitors, what’s the age breakdown?” This is answered in a pie chart. This chart is indicating that this blog is very popular among 20-54 year olds along the following breakdown:

Age in years % of Visitors
20-24 28.57
25-34 32.14
35-44 32.14
45-54 7.14

Some quick math indicates there’s 0.01% not accounted for in this chart, probably the 55-59 year olds as I doubt I’m writing much of interest to 15-19 year olds.

age%20breakdown%202.jpg

The second element is confidence in the measurement. This is shown in the chart on the right. The blue that goes above the yellow is high confidence age extrapolation, below the yellow line is low confidence. Here is see that ET is confident that the 20-44 year olds really are 20-44 years old and not as confident that the 45-54 year olds really are that old.

Are Visitors Interested in Your Content? (NextStage Evolution’s Evolution Technology, Web Analytics, Behavioral Analytics and Marketing Analytics Reports for the BizMediaScience Blog, 7 day Cycle, Part 7)

Here we’re looking at Level of Interest as discussed in Defining Attention on Websites & Blogs.

Yes, I know other folks are suggesting they can correctly determine visitors’ attention on a website. I disagree with their methodology and not just because NextStage does it differently. I would disagree simply because what they’re measuring doesn’t equate to attention or level of interest in any neuroscience, cognitive science, behavioral science, {pick your adjective} science that I’m aware of.

Interest level for this blog for 23-30 Aug '07

Here you see the Level of Interest in this blog’s content over a seven day period. Pretty much this image is indicating that there was lots of interest in my blog from 24-29 Aug ’07 (must have lots of weekend readers) with specific peaks on the 27th and 29th.

Well, what was I posting about on those days?

Date (and in order of posting) Post
27 First Principles of Good Design
27 iPhonics
27 Got a kick out of this
27 Stonewall’s Findings: A New Kind of Community Response Grid
27 Alberto Gonzales from the NextStage Perspective
29 Why my Juanita Bynum post failed to get traction
29 Romney, Mitt Romney, Governor Romney, Social, Social Networks, Social Media, Video, Multimedia, TV, Advertising

What’s particularly interesting to me about this is that the values in the area chart above are not indicative of actual visitors. You could normalize one to the other and the same basic form would show through.

Interest Level across several sites

For example, the chart here is for the same period of time as above but is an aggregate of some 30 randomly chosen sites in our system. Evidently 29 Aug ’07 was simply a day of interest across the board. This doesn’t mean this blog wasn’t interesting in and of itself, only that visitors to sites in general were showing more interest than they were on most other days. How come? Could be people were planning for the long weekend and didn’t feel like focusing on the job. There are ways to know and that’s beyond the purpose of this arc.

Does team standing affect your interest in other things? Oh, yeah...

Interestingly, things like having high levels of interest and attention across the board happen. Tex, one of our researchers who comments on our political research fairly often, noted that New England based people browsing during the 2004 baseball season demonstrated activity closely matched to how the Red Sox were doing in the playoffs.

Does preparing your income tax increase your anxiety level? Darn right it does!

One other time our staff sociologist noticed that people’s anxiety levels closely matched where they were in their tax preparation cycle over a weekend. Fascinating stuff. To us, anyway.

Can You Tell What Posts Are Most Interesting? (NextStage Evolution’s Evolution Technology, Web Analytics, Behavioral Analytics and Marketing Analytics Reports for the BizMediaScience Blog, 7 day Cycle, Finale)

I’ll close this arc by answering the question that got it going, “Maybe it is my lack of analytics knowledge, but if I am on the main page for your blog, can you tell if I am a visitor reading the Bynum posting or a visitor reading a different post? If not, how would you differentiate between which posting attracted the most readers?”

Again noting that traditional web analytics measures traffic volume and NextStage is more interested in interest levels, attention and engagement, this chart shows that during the 7 day period covered by these arcs, the post that generated the most interest was from some time back, Nothing New Under the Sun (Humanic Search Engines, part 1) (the red line at the top of the chart).

What got the next highest level of interest was reading a broad swath of posts (the dark blue and dark red lines two and three up respectively from the bottom). This would cover the posts from The non-locality of Pizza Shops to Keywords, Search Engines, SEO, Learning, Placement.

Next in line of interest are two posts and a topic; Alberto Gonzales from the NextStage Perspective, Is the future of political advertising social networks? and the About BizMediaScience. It seems some readers — probably new to this blog — were attracted by the posts then wondered who the person was who was authoring them.

The next most interesting topic was the MediaFree and Gridless arc. This doesn’t surprise me based on emails I’ve received and phone calls I’ve participated in.

To the reader’s question about being able to recognize the BizMediaScience main page; yes, that’s indicated by the gold line at the very bottom of the chart. What we’re seeing is that the main page on a post by post basis is interesting enough to send people looking at other posts. Guess I’ll have to work on that. We could determine which “main page” was getting the most interest with a flip of a software switch, so to speak.


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