BIG DATA, HPC deliver ROI #in Global or Mobile Product Launches

Mobile Customers Elude Corporate Marketers

The pace of customer or market change has accelerated far beyond the ability of corporations, large or small, to adapt using conventional marketing or research processes and over the past 20 years, P&G, GE, Apple, Microsoft, IBM and others have embraced the notion of ‘open innovation’ where external innovation or ideas are the drivers to future revenues.

In North America Smartphones from RIM, Nokia, Motorola, LG, Samsug, Sony and Apple have fueled the age of the mobile customers where customers can find better solutions to problems faster which increases corporate product launch RISK 

Product manufacturers or their re-sellers are quickly falling behind the insight curve as their customers have started to employ multiple devices simultaneously to consume and create content in a way that is currently un-measured by standard analytical programs.  Quite simply it is impossible to ‘optimize search’ or SEO for your product when a customer uses two or more devices to view two or more information or product sources simultaneously.

Imagine the Ferrari below driving slowly past three cafe tables where marketers are seate, each table representing a view from a specific marketing channel or perspective.  Each table views the car differently depeding on their metrics and measurement frequency and when they share the data it seems as if different cars passed by the cafe that day.  The same occurs with the single customer when they seem to exhibit multiple behaviours as they access multiple content, information or product sources simultaneously across multiple devices, in multiple languages–they effectively disappear from marketing views provided with ‘tired’ metrics.



Some technology vendors appear to propogate the myth that BIG DATA powered by High Performance Computing or HPC platforms can find answers faster, and this is true, except that the questions asked by customers and other value chain partners change faster than the fixed ‘factory-like’ optimized solutions delivered.

The ability to shift perspectives and provide flexibility is a critical value element available to corporations that combine BIG DATA and HPC though many that have employed the combination have both increased cost and RISK like eDiscovery, Financial Services and Media customers.



North America is about to see the onslaught of products from different countries and content in multiple languages and unlike past campaigns, customers will understand the content and how the delivery benefits them, their family and their networks.

Old notions of paying Advertisers or PR Agencies to Tweet will crumble as local customers adopt multiple languages and multiple devices.



Harvesting, aligning, delivering, analyzing and responding to mobile customers in local markets is a signficant challenge if you are limited to marketing metrics or IT resources optimized to corporate perspectives rather than changing customer needs.

Join us to see how BIG DATA and HPC High Performance Computing can re-align your customer to your Product before you go to market!



Nick Trendov @Scenario_2


BIG DATA is the TREND & HPC High Performance Computing is your FRIEND

Search BIG DATA and you will received millions of ‘hits’ on any search engine that you use which implies that a few folks are excited, perhaps very excited about BIG DATA, and if BIG DATA is a ‘trend’ and the ‘trend is your friend’ then you should pay cloase attention to BIG DATA, but why?

Knowledge was Power, now BIG DATA is Power

Nearly everyone has heard the phrase ‘knowledge is power’ though in mobile internet age the notion of knowledge has shifted from a preceise metric to one that constantly changes to accomodate global innovations in products, processes or business models.

BIG DATA or the analysis of huge amounts of data from many sources simulteanously at millisecond rates, think about automated stock market trades, thus allowing BIG DATA to displace knowledge in the creation and retention of power.  After all, how can yesterday’s knowledge help when your competitors are updating their knowledge based on BIG DATA they collected last night–data which will take you months if not longer to collect, analyze and assimilate into your products, processes or business models.


Simply analyzing BIG DATA with old technology is also inadequate as most transactional systems are based on the factory model or tightly integrated to minimize cost and mazimize ROI.  Likewise ROI is based on specific enterprise metrics which are defined precisely and are very difficult to adjust swiftly to changing OUTCOMES which are required due to changes in customer or market direction.

BIG DATA Decisions & HPC

Unless BIG DATA can be processed quickly the time and resources used to collect BIG DATA will turn your enterprise into a library or a data pack rat at worst.

HPC or High Performance Computing are tools, techniques and technologies that can process huge amounts of data unbelievably quickly, but the employment of HPC assets or resources requires a focus on desired enterprise OUTCOMES to be effective.


Some HPC & BIG DATA values to help you adapt to changing OUTCOMES.

  • Product Launch Readiness–global alignment of Products to Customers
  • eDiscovery–multi-lingual/jurisdictional discovery teams
  • Predictive Analytics–across corporate or competitive value chains


Effective BIG DATA and HPC programs require planning to focus resources, spend and achieve faster results.

Ask us about how our clients or vendors employ HPC or BIG DATA and let’s explore how they can help your environment in a cost neutral way!


Nick Trendov @Scenario_2

How do you Know? –Predictive Analytics Learnings

‘How do you Know’ is a story about distorted perception told via ‘The Matrix’ and the three cafe tables.

The Matrix is made up of programs or ‘numbers’ who attempt to destroy people or ‘stories’.

People learn to recognize programs as anomolies in the Matrix like woman in red dress that is among people dressed in black.

As woman or car goes past three cafe tables the person sitting at each table measures differently and later when they compare observations it seems as the ‘data’ or the woman/car changes as it goes past each table.



This happens between organizations, in organizations or at a cafe and attempts at precision doesn’t improve ‘accuracy’, indeed it distorts the ‘real’ thing–here a car or a woman.

How do you Know? is a representation of the frequency, detail and perspective of measurement that is distorted further when it is recorded and yet again when it is retrieved and analyzed.

Significant stress is caused by mis-understanding or distorted perception caused by the analysis of content, either numbers or stories, that is inappropriately aggregated programatically or mathematically.

The next time you review ‘historical’ data for marketing or operational analytics consider the story of the 3 cafe tables and ask the simple question–How do you Know?


Nick @SpeedSynch @Groups_Groups @Scenario_2 @Marketstory

Mergers & Acquisitions #IN #Mining

Opportunities for financiers, lawyers and investors at a time of decent commodity demand and prices.

Alignment of companies, technologies and workers are opportunities for service providers and employees.


Nick @SpeedSynch

#SpeedSynch and #Transmedia Resonance Rules #IN Advertising and Internet Marketing

Advertising and Internet Marketing

Marketers have embraced the World Wide Web to create unique marketing value or cut advertising costs of old Media business models and recently have been surprised to discover that Internet Marketing processes offer opportunities to significantly reduce business risk.

Internet Marketing and Risk Reduction 

Real-time Internet interactions on web sites, blogs or Social Media platforms provide insights to changing customer needs and the ability to adjust products accordingly thereby reducing business risk.

Risk Reduction and Extended Supply Chains

Reducing business risk as products flow along their Supply Chain provides a positive impact on future product values, sales or profits by exploiting insights of changes in;

  • Customer Demand
  • Customer Behaviours
  • Competitor Product features
  • Customer Content preferences
  • Customer Media preferences

These and other changes may be mapped by employing the concept of Resonance to determine their impact on product values as products travel across their Supply Chains.

Extended Supply Chains and TransMedia

Web2.0 technologies have enabled innovation and distress in Media markets, the implosion of News related business models, the spectacular rise of Social Media platforms and more recently the subtle use of TransMedia, where stories are delivered in segments across multiple media channels or extended supply chains or different places, spaces and times. 

TransMedia techniques offer innovative alternatives to traditional advertising and faster more flexible options to creative marketers to differentiate their customers and their competitors.

The other significant innovation in Internet Marketing is the concept of ‘Resonance’ used to convey how closely two things ‘vibrate’ or their affinity to each other. Resonance has also recently been embraced by Twitter as the core of its Advertising revenue model. 

SpeedSynch Resonance and Content

SpeedSynch Resonance Maps identify and map relationships between people, products and content to guide the delivery of stories across Media and TransMedia channels and platforms to align the resonance of products and content to the people they serve.

Inspired by Twitter’s innovation, SpeedSynch employs semantic algorithms to build SpeedSynch Resonance Maps to measure two other unique content values –

  • Wayfinding or Navigation—help people find content or products
  • Accelerated Learning—help people learn how to extract content or product values

A SpeedSynch Resonance Map of the SpeedSynch Twitter stream:

* Please click once or twice to enlarge or alternatively work with the enlarge option on your browser…

Semantic SEO Report of SpeedSynch Twitter Feed 2010.08.08
SpeedSynch Resonance Map of Twitter Stream

Content and Profit Alignment Rules

People create content in the form of conversations and stories to ask questions or look for answers that reflect their changing needs or behaviours and content is used by corporations to express the value of their products to their customers. 

Alignment Rules Content

  • Twitter content changes quickly
  • Blog content changes are slower
  • Content changes within corporate web sites are even slower

Content ‘resonance’ helps you understand when your brand or product stories are aligned with your customers or how your customer needs have changed as your products are travelling along their Supply Chain.  Surprises when products arrive are not fun!

SpeedSynch uses content Resonance maps to align multiple customer behaviours to content and products that fit what they need.

Content and Resonance

Twitter Resonance is a critical element in communication today because it offers fast, simple and mobile real-time ability for people to exchange conversations, opinions and information.  Many Tweets or posts in a Twitter streams include external links to content or ‘backlinks’ to other content on web sites or social media sites.

Over the past five years we have developed SpeedSynch Resonance Maps to help marketers identify and map what is ‘top of mind’ to anticipate and adapt to changes in customer needs and behaviours to reduce business risk or increase revenue and profit opportunities.

Join us to see how Internet Marketing reduces your business and Supply Chain risk.


Nick @SpeedSynch

Why the big phone companies are dogs

An interesting perception by a reporter who seems to need drama and while drama is entertaining I’m not sure that it helps investors or contributes to the operations of telephone operators.

Phone companies can grow but eventually face the competition and the balance between growth and value or revenues and profit.  Focus on one and the other seems to move and not always in a way that you expect.

Maybe the drama is needed to draw attention from something else, perhaps the quality of the reporting.



Why the big phone companies are dogs

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Obama proposes Great Lakes cleanup

CBC News – Technology & Science – Obama proposes Great Lakes cleanup

Capitalists pollute and people clean water–will the clean up costs be added to corporate taxes or reduce their deductions?



Infosys CEO on the economy, Microsoft, and outsourcing

IBM, Oracle, HP, Microsoft, SAP all look similar.

Amazon is moving fast with AWS–search AWS on Bing or Google–they are the wildcard here.

Neuropersona views become important as the core infrastructure is outsourced and process change becomes awkward.

Consider a Neuropersona view as an on-ramp to the stories and numbers needed to navigate and analyze before you decide.

Predictive analytics is not possible without considering future processes or future measures. This is provided with a Neuropersona Story Lens.

Media has a similar problem as everything is outsourced and the search engines have killed the goose that layed the golden egg–syndication.

Neuropersona views provide a forward facing on-ramp to Media content and let users or customers navigate according to their perspectives. Adscenario is the Media on-ramp that we employ and empower with Neuropersona views.


Infosys CEO on the economy, Microsoft, and outsourcing – TechFlash: Seattle’s Technology News Source

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Interview: How Microsoft plans to juggle its three Internet brands – TechFlash: Seattle’s Technology News Source

BING is about sound.
Navigation is about tuning.
Neuropersona perspectives tune content.


Interview: How Microsoft plans to juggle its three Internet brands – TechFlash: Seattle’s Technology News Source

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why do customers buy?

There is a big problem out there as customers know how to use products better than manufacturers or suppliers.

Now that everyone is ‘cutting costs’ aka PEOPLE, manufacturers or suppliers know even less about why customers buy and how and when they would apply their products.

This is an amazing opportunity and why Scenario2 exists.