Welcome!

Microsoft Cloud Authors: Elizabeth White, Yeshim Deniz, Serafima Al, Janakiram MSV, John Katrick

Blog Feed Post

Humane microtargeting is here

At an amazing dinner last night — amazing because of the dozen people there, although the food was good, too — the conversation turned to shared cynicism about the lessons the 2012 presidential campaigns learned about the use of the Internet. Both sides seem to have taken away the idea that victory depends upon evermore tightly targeted ads. Once the campaign can figure out that you are a 37 year old woman, who is a lapsed Catholic who owns a hunting rifle but favors rigorous background checks, who has a daughter with a chronic medical condition, whose sister married a woman from Colombia, and who once ate a panda and secretly liked it, the campaign can target you with marketing material that will press all your buttons and only your buttons.

This wouldn’t be a problem if the campaigns used this micro-specific information to appeal to our reason and judgment. But the campaigns are marketing machines that aim at getting us to make a one-time “purchase decision” and if they can do so by appealing to our lizard brains, they will.

I share much of this cynicism, and all the more acutely because my rose-colored glasses were polished by the 2004 Dean campaign. It used the Net to raise unheard of amounts of money via email campaigns, but it also tried to scale intra-supporter conversations by having supporters connect laterally. The Dean campaign was really focused on winning the nomination [SPOILER: It didn't], but it was also genuine in its belief that the Net would enable a new type of connectedness that could subvert (at least to some extent) the hierarchical nature of campaigns and of governments. (Source: Joe Trippi‘s book. Also, I got to watch up-close.) That makes it all the more disappointing to me that the campaigns are focused on the Net as a medium for personalized marketing, rather than as tools of connection. (We’ll see what Organizing for America becomes.)

Nevertheless, I am not as cynical as most of my dinner companions, perhaps because I’m old and remember politics before the Internet, or because I’m old and foolish, or, most likely both.

So, we can and should bemoan the failure of the two major parties’ campaigns to more fully embrace the Net as more than a cheap way to broadcast messages. We should be cynical about the top-down, one-way, manipulative, non-conversational “messaging” that has become the main way campaigns communicate. But we should also remember that we have a powerful example of microtargeting being used for building multiway, lateral conversations: The Web.

I mean something obvious. In the days before the Internet, our news came from a handful of TV and radio channels and newspapers. If you wanted to know a candidate’s position, you went down to his (yes, almost always his) headquarters and picked up the handful of position papers they kept there. You of course argued with your friends and co-workers, but those conversations and the ideas they generated stayed very local.

All of that has been changed by the Web. We can get endless amounts of information and can engage in endless conversations. Of course much of that information is bad and many of the conversations are stupid-making. Still I would not trade our current vibrant democracy of conversation for the prior media regime that delivered the news in a rolled up bundle of pages once a day.

But you already know that. The question last night was whether we’ll ever see micro-targeting that is lateral, conversational, and not, well, evil. And my answer is: yes, it exists appropriately transformed on the Web. Blog posts, for example, are globally available, but are not exactly broadcast. Rather, a self-selected group comes to read them, and sometimes some people in that group recommend a post to one of their own networks. Likewise, tweets go to followers, and to the followers of those who re-tweet them. Likewise, on mailing lists people circulate links that are “targeted” to the interests that hold those lists together. The Web is what conversational, lateral microtargeting looks like.

Granted we tend not to think about the Web that way because the term “targeting” is so obnoxious. But take the war out of targeting and you have the idea that appropriate content is put in front of appropriate people, which is how the Web â?? wildly imperfectly â?? works.

But there’s more than language at stake here. If we are feeling cynical and depressed about our political processes because the political parties are using the Internet as a medium for aiming messages straight at the reptilian brains of the citizenry, then, yes, we should despair. But if we look outside of the campaigns at the general political ecosystem, we are indeed seeing the sort of lateral, conversational engagement that the Web promised us. The problems with this Web ecosystem â?? legion and serious — are due primarily to how the affordances of the Web engage fallible humans (i.e., humans). So, we may still feel depressed and cynical, but not because the political system seems to have structural reasons why it cannot reform itself. Reform is possible outside of that system.

We should therefore feel depressed and cynical for better reasons.

Read the original blog entry...

More Stories By David Weinberger

David is the author of JOHO the blog (www.hyperorg.com/blogger). He is an independent marketing consultant and a frequent speaker at various conferences. "All I can promise is that I will be honest with you and never write something I don't believe in because someone is paying me as part of a relationship you don't know about. Put differently: All I'll hide are the irrelevancies."

@ThingsExpo Stories
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, whic...
Imagine if you will, a retail floor so densely packed with sensors that they can pick up the movements of insects scurrying across a store aisle. Or a component of a piece of factory equipment so well-instrumented that its digital twin provides resolution down to the micrometer.
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settle...
Product connectivity goes hand and hand these days with increased use of personal data. New IoT devices are becoming more personalized than ever before. In his session at 22nd Cloud Expo | DXWorld Expo, Nicolas Fierro, CEO of MIMIR Blockchain Solutions, will discuss how in order to protect your data and privacy, IoT applications need to embrace Blockchain technology for a new level of product security never before seen - or needed.
BnkToTheFuture.com is the largest online investment platform for investing in FinTech, Bitcoin and Blockchain companies. We believe the future of finance looks very different from the past and we aim to invest and provide trading opportunities for qualifying investors that want to build a portfolio in the sector in compliance with international financial regulations.
Leading companies, from the Global Fortune 500 to the smallest companies, are adopting hybrid cloud as the path to business advantage. Hybrid cloud depends on cloud services and on-premises infrastructure working in unison. Successful implementations require new levels of data mobility, enabled by an automated and seamless flow across on-premises and cloud resources. In his general session at 21st Cloud Expo, Greg Tevis, an IBM Storage Software Technical Strategist and Customer Solution Architec...
Nordstrom is transforming the way that they do business and the cloud is the key to enabling speed and hyper personalized customer experiences. In his session at 21st Cloud Expo, Ken Schow, VP of Engineering at Nordstrom, discussed some of the key learnings and common pitfalls of large enterprises moving to the cloud. This includes strategies around choosing a cloud provider(s), architecture, and lessons learned. In addition, he covered some of the best practices for structured team migration an...
No hype cycles or predictions of a gazillion things here. IoT is here. You get it. You know your business and have great ideas for a business transformation strategy. What comes next? Time to make it happen. In his session at @ThingsExpo, Jay Mason, an Associate Partner of Analytics, IoT & Cybersecurity at M&S Consulting, presented a step-by-step plan to develop your technology implementation strategy. He also discussed the evaluation of communication standards and IoT messaging protocols, data...
Coca-Cola’s Google powered digital signage system lays the groundwork for a more valuable connection between Coke and its customers. Digital signs pair software with high-resolution displays so that a message can be changed instantly based on what the operator wants to communicate or sell. In their Day 3 Keynote at 21st Cloud Expo, Greg Chambers, Global Group Director, Digital Innovation, Coca-Cola, and Vidya Nagarajan, a Senior Product Manager at Google, discussed how from store operations and ...
In his session at 21st Cloud Expo, Raju Shreewastava, founder of Big Data Trunk, provided a fun and simple way to introduce Machine Leaning to anyone and everyone. He solved a machine learning problem and demonstrated an easy way to be able to do machine learning without even coding. Raju Shreewastava is the founder of Big Data Trunk (www.BigDataTrunk.com), a Big Data Training and consulting firm with offices in the United States. He previously led the data warehouse/business intelligence and B...
"IBM is really all in on blockchain. We take a look at sort of the history of blockchain ledger technologies. It started out with bitcoin, Ethereum, and IBM evaluated these particular blockchain technologies and found they were anonymous and permissionless and that many companies were looking for permissioned blockchain," stated René Bostic, Technical VP of the IBM Cloud Unit in North America, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventi...
When shopping for a new data processing platform for IoT solutions, many development teams want to be able to test-drive options before making a choice. Yet when evaluating an IoT solution, it’s simply not feasible to do so at scale with physical devices. Building a sensor simulator is the next best choice; however, generating a realistic simulation at very high TPS with ease of configurability is a formidable challenge. When dealing with multiple application or transport protocols, you would be...
Smart cities have the potential to change our lives at so many levels for citizens: less pollution, reduced parking obstacles, better health, education and more energy savings. Real-time data streaming and the Internet of Things (IoT) possess the power to turn this vision into a reality. However, most organizations today are building their data infrastructure to focus solely on addressing immediate business needs vs. a platform capable of quickly adapting emerging technologies to address future ...
We are given a desktop platform with Java 8 or Java 9 installed and seek to find a way to deploy high-performance Java applications that use Java 3D and/or Jogl without having to run an installer. We are subject to the constraint that the applications be signed and deployed so that they can be run in a trusted environment (i.e., outside of the sandbox). Further, we seek to do this in a way that does not depend on bundling a JRE with our applications, as this makes downloads and installations rat...
Widespread fragmentation is stalling the growth of the IIoT and making it difficult for partners to work together. The number of software platforms, apps, hardware and connectivity standards is creating paralysis among businesses that are afraid of being locked into a solution. EdgeX Foundry is unifying the community around a common IoT edge framework and an ecosystem of interoperable components.
DX World EXPO, LLC, a Lighthouse Point, Florida-based startup trade show producer and the creator of "DXWorldEXPO® - Digital Transformation Conference & Expo" has announced its executive management team. The team is headed by Levent Selamoglu, who has been named CEO. "Now is the time for a truly global DX event, to bring together the leading minds from the technology world in a conversation about Digital Transformation," he said in making the announcement.
In this strange new world where more and more power is drawn from business technology, companies are effectively straddling two paths on the road to innovation and transformation into digital enterprises. The first path is the heritage trail – with “legacy” technology forming the background. Here, extant technologies are transformed by core IT teams to provide more API-driven approaches. Legacy systems can restrict companies that are transitioning into digital enterprises. To truly become a lead...
Digital Transformation (DX) is not a "one-size-fits all" strategy. Each organization needs to develop its own unique, long-term DX plan. It must do so by realizing that we now live in a data-driven age, and that technologies such as Cloud Computing, Big Data, the IoT, Cognitive Computing, and Blockchain are only tools. In her general session at 21st Cloud Expo, Rebecca Wanta explained how the strategy must focus on DX and include a commitment from top management to create great IT jobs, monitor ...
"Cloud Academy is an enterprise training platform for the cloud, specifically public clouds. We offer guided learning experiences on AWS, Azure, Google Cloud and all the surrounding methodologies and technologies that you need to know and your teams need to know in order to leverage the full benefits of the cloud," explained Alex Brower, VP of Marketing at Cloud Academy, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clar...
The IoT Will Grow: In what might be the most obvious prediction of the decade, the IoT will continue to expand next year, with more and more devices coming online every single day. What isn’t so obvious about this prediction: where that growth will occur. The retail, healthcare, and industrial/supply chain industries will likely see the greatest growth. Forrester Research has predicted the IoT will become “the backbone” of customer value as it continues to grow. It is no surprise that retail is ...