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The Signal Economy
Publishing Success in a Web of Sensors, Senses and Semantics
John Blossom, Shore Communications Inc.24 February 2014
About Shore
• Content Marketing Strategists
o For publishing and content technology
products & services in
enterprise and media markets
• We provide:
o Market research, intelligence & analysis
o Marketing strategy review and advice
o Go-to-market content and services
• Recognized:
o Twice-awarded EContent 100 Company
o SIIA CODiE – Best Media Blog
shore.com
What is Signal?
A new perspective on information
What is signal?
• sig·nal ˈsignəl/ noun
“A gesture, action, or sound that is used to
convey information or instructions”
• Clear status & action indicators
derived from complex inputs
• Highly actionable
information at the
right time & place
Where do we get signal?
Anything
Anywhere
Any time
Signal is the
most abundant
knowledge
resource
today
Everything can generate signal
Internet Protocol Version 6 provides
340 trillion trillion trillion addresses!
EVERY THING in the world
can send signal via the Web
and Web-aware networks
The world IS signal
The economic impact of signal
FROM:
Information
Autocategorization
Building data sets
Extracting entities
Computing
Analysis
...and that’s just the “things!”
More than 32 billion new
personal sensors in 2014
Not just big data!
It’s what Big
Data helps us
to DO faster
and better
with analytics
Poll Question #1
Are you integrating big data
analytics into your current
publications or client
platforms? (YES/NO/NOT SURE)
What’s creating signal?
sensors
social
semantics
analyzed at scale
In Web cloud
services
SENSORS: Signal in motion
• “War on Terrorism”
o I
Location
Altitude
Motion
Sound
Vision
Speed/Paces
Orientation
Biometrics
Proximity
Tension/Pressure
Gestures
Environment
Chemicals
Climate
Density
Function
Identity
Infrared
Image
Gestures
Load
Motion
Proximity
Sound
SENSORS: Signal in locations
transforming:
science
industry
services
Topics
Emotions
Opinions
Tastes
Relationships
Activities
Profiles
SOCIAL: Signal from and for people
SEMANTICS: Signal from analysis
Aesthetics
Relationships
Language
Focus
Intent
Conditions
Patterns
Aesthetics
Relationships
Language
Focus
Intent
Conditions
Patterns
SEMANTICS: Redefining seeing
Aesthetics
Relationships
Language
Focus
Intent
Conditions
Patterns
SEMANTICS: Redefining seeing
SEMANTICS: Redefining listening
Weak signals
Asymmetry
Idiom
Nuance
Gesture
Attitude
Likelihood
SEMANTICS: Redefining listening
Sound as an always-on semantic gold mine
SEMANTICS: Redefining markets
SEMANTICS: Redefining innovation
Rapidly scalable resources
Massive data sets
Real-time artificial intelligence
Signifying vs. storage + retrieval
SCALE: Everything is analyzable
SCALE: Everything has syntax
me
oducts
ed focus and intent
rs has
rdware to
rvices
eringKnowing relationship, focus and intent in real-time
SCALE: Everything is predictive
Mass prediction
of personal
demand & action
SCALE: Everything is a service
Affordable mass customization of anything
SERVICES: Signal hacks industries
SERVICES: Signal hacks industries
SERVICES: Signal hacks industries
What does signal change?
FROM:
Information
Autocategorization
Building data sets
Extracting entities
Computing
Analysis
TO:
Predictive Services
Autocontextualization
Signifying signal sets
Mapping realities
Thinking machines
Tailored Actions
What is The Signal Economy?
The value of acting on signal
What is The Signal Economy?
• The generation, collecting, organizing and
analysis of signals that drive economic activity
predictively at unprecedented scale
• From hypothesis-driven mass planning cycles
to signal-driven targeted production cycles
An economy of signal-driven markets
...using less time, fewer resources and
more effective filtering of options
Understand and fulfill unique demands at scale
before others even see them
An economy that demands analysis
zeromomentoftruth.com
An economy that anticipates demand
An economy of tailored production
Signal drives scalable micromarkets rapidly
An economy sensing its own demands
An economy of complex simplicity
• Creating economic value out of effective signals
o Driving innovation
o Exploiting more “blue skies”
o Accelerating marketing
o Support as research
• From expert-driven
decision making to
collaborative, data-driven
decision making
• Marketing before markets are defined
Basic diagram source: Cognitive Edge Pty.
EXPERTS
SYSTEMSSIGNAL
$
(Accepted Hypotheses)(Valuable Hypotheses)
(No Hypotheses) (Applied Hypotheses)
An economy that redefines success
Investing in signal monetizes the value of failure
What Should I Do?
Publishers in The Signal Economy
Where publishers like to be
MediaData
Editorial
Text
Distribution
Where publishers fit in the Web
Your StuffSites/Apps x
Search/
Distribution
Social
Demand
Publishers in The Signal Economy?
Your Stuff
Sensors/ x
Big Data x
Analytics
Web
Stuff
Predictive
Services
Poll Question #2
Do you think that predictive
services would provide
high value to your current
or prospective customers?
(YES/NO/NOT SURE)
Why hide content from signals?
Make it aware of what makes it valuable now
Why not become a master of signals?
Build services
& relationships
that deliver it
& act on it
Structure is just the beginning
• “Google Now for xxx”Can signal from your content be
found and adjusted easily?
Is it structured in a way that will
enable action-oriented analytics?
Follow the verbs
The verbs of entity relationships shift in real-time
Create new adjectives and adverbs
What subtleties and nuances do others miss?
Adapt to the TL;DR culture
Massive information without massive and instant
interpretation and application is a thing of the past
Success in The Signal Economy
• “What processes and actions
are valuable right now?”
• “What should I be looking at
that has escaped my focus?”
• “What are customers/
competitors/leaders/researchers going to do next?”
• “This looks like a valuable idea. Can I get in on it?”
o Monetizing idea selection and access to its testing
Your to-do list
1. Focus on analytics producing actionable metrics
o “How can we quantify semantic signals for action?”
o “How do we respond now?”
o “What are „failures‟ telling us?”
2. Focus on tailored actions
o Targeted, personal, predictive
o Aware of real-time syntax shifts
o With rich context from anywhere
3. Focus on actionable syntax for any and all content
o Rethink your assets - are they contextualized for success?
• “Google Now for xxx”
o From static to predictive insights
o From queries to predictive alerts
o From building lists to
building relationships & successful processes
o From delivering facts to multiplatform actions
o From indexing to real-time knowledge mapping
o From producing research to signifying signals
Potential Value Statement
A closing thought...
”...Something can be a real failure until it‟s not. It‟s just an absolute dud until it‟s a hit.
So you have to be able to sense those early indicators of success, and the
leadership has to really lean in and not let things die on the vine. When you have a
$70 billion business, something that‟s $1 million can feel irrelevant. But that $1
million business might be the most relevant thing we are doing.”
- Satya Nadella, CEO, Microsoft
For Follow-Up
PHONE
(+01)203.293.8511
203.293.8511EMAIL
jblossom@shore.com
WEB
shore.com
contentblogger.com
secondwebbook.com
TWITTER/GOOGLE+
@jblossom google.com/+JohnBlossom
POST
John Blossom
President
Shore Communications Inc.
80 Talcott Road
Guilford, CT 06437-5002 USA

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20140224 nfais-signal-economy-blossom