PROSPECTING WITH INSIGHTS

PROSPECTING WITH INSIGHTS

TABLE OF CONTENTS

PROSPECTING WITH INSIGHTS

1 Find a Need and Fill it

2 3 4 5 6 7 8 9

Business Need and Consume Signals

The Signals Analysis

Everything is AAA

The 5 S’s of Signal

The Signal Economy

Signal Effects on Business Technologies

Using Signals to Harvest Data

What to Consider

PROSPECTING WITH INSIGHTS

FIND A NEED AND FILL IT 1

You can act before others by understanding the who, what, when, where, why and how. “

Market advantages come from unique ways of understanding and acting on markets before others.

PROSPECTING WITH INSIGHTS

BUSINESSES NEED AND CONSUME SIGNALS 2

sig•nal sign l/ noun e A gesture, action, or sound that is used to convey information or instructions.

Every person, place, thing or experience can generate a signal - content that signifies focus and intent. Signals reveal needs - and how to fill them. Signal is context for more relevant responses.

SATISFIED CUSTOMERS OVER PRODUCTS

Signal generates more than just content – it generates action. Signals create value in the “internet of things”. “

PROSPECTING WITH INSIGHTS

THE SIGNAL ANALYSIS 3

over the next 10 years according to Cisco systems.

The generation, collecting, organizing and analysis of signals that drive economic activity predictively with unprecedented scale, speed and accuracy.

The signal economy is real and will be worth more than .

SIGNAL ANALYSIS

$14.4 trillion

SIGNAL ECONOMY

PROSPECTING WITH INSIGHTS

EVERYTHING IS AAA 4

ANALYZABLE

As technology advances almost everything becomes analyzable. With current technology we have rapidly scalable cloud computing, real-time text and data analytics for massive data sets, enormous potential analysis via semantic processing, and the ability to signify wins based on the history of other wins.

ACTIONABLE

Trillions of sensors and data points from computer analysis of online information are telling us about what’s happening in the world right now and stored online in computer servers in the cloud. The “ aha moments" your company needs to make decisions are locked in that information and changing minute by minute.

AFFORDABLE

The internet and very affordable data communications of all kinds are combining with highly affordable and pervasive sensors and data analysis tools to make the whole world’s every action an input into computer analysis that can drive decision making more rapidly and effectively than ever before

PROSPECTING WITH INSIGHTS

THE 5 S’s OF SIGNAL 5

SENSORS

A World that IS data

1 SOCIAL

What we see is what you need to get

2 SEMANTICS

How we listen to the world has changed

3 SCALE

Global computing resources tool up for signal

4 SERVICES

Responsive marketing for immediate markets

5

PROSPECTING WITH INSIGHTS

THE SIGNAL ECONOMY 6

Listening to and responding to markets is no longer an occasional practice - it’s a constant. Responding to markets is no longer a matter of business cycles- it’s the cycle of today’s opportunities that may never come again. Building market models is no longer a matter of simply getting a survey sample- it’s interpreting signals being generated in real time by markets everywhere and applying the analytics from sematic tools to see what the market as a whole is doing.

Driving innovation

Exploiting more “blue skies”

Accelerating marketing

Support as research

CREATING ECONOMIC VALUE OUT OF EFFECTIVE SIGNALS

PROSPECTING WITH INSIGHTS

SIGNAL AFFECTS ON BUSINESS TECHNOLOGIES 7

SIGNAL CHANGES METRICS

“Do we know what we don’t know?”

“Where does it lead us?”

“How do we respond now?”

SIGNAL CHANGES ACTIONS

Target, personal

Real-time timeframes

Write rich content

SIGNAL CHANGES CONTENT SOURCING

ALL signal is good if it can be signified

PROSPECTING WITH INSIGHTS

USING SIGNALS TO HARVEST DATA 8

Subscription Web/public Client

USE SIGNAL TO HARVEST ACTIONABLE CONTENT FROM THE GOLDEN TRIANGLE

CONTENT

CONNECTIONS CURATION

CONTEXT

“Understanding signal can deliver real marketing, not just ads”

- (zeromomentoftruth.com) “

ALL CONTENT

CRM Emails Web/Media

ALL CONNECTIONS

Editorial Semantic processing

INNOVATINVE CURATION

PROSPECTING WITH INSIGHTS

WHAT TO CONSIDER WHEN PREPARING TO RESPOND TO THE OPPORTUNITIES PRESENTED IN THE SIGNAL ECONOMY

9

In the Signal Economy, listening to the world and making sense of it is often far more important than just the data that you’ve hand-picked for relevance.

Imagine the power of crunching through signals that indicate a person’s interests, interactions, and activities and then being able to derive information that’s likely to relate to something they are about to do or something that may be of interest to them.

In the Signal Economy, often the answers come from engaging your experts in looking at the signals on a more permanent basis, just as hedge fund traders were formed by experts who found the best ways to listen to financial markets from unexpected sources.

RETHINK WHAT DATA IS IMPORTANT TO YOUR OPERATIONS

INVEST IN SYSTEMS THAT ARE ANALYZING SIGNAL PREDICTIVELY

ORGANIZE YOUR EXPERTS TO EXPLORE HYPOTHESES DRIVEN BY SIGNAL

There is a wealth of information available in your supply chains and in the minds of your tech -equipped customers, and increasingly the tools of The Signal Economy will enable them to meet demands before you can.

BUILD PRODUCT PLATFORMS THAT YOUR CUSTOMERS AND PARTNERS CAN TUNE WITH SIGNAL

The ability to target and respond to individual needs with high-quality products and services is becoming the baseline for meeting market demands. Given this baseline, why not become an expert on signal-driven products and services that can meet those highly targeted needs profitably and scale them as they become trends before someone else does?

IF YOU CAN MAKE ONE CUSTOMER HAPPY BY LISTENING TO SIGNAL, YOU CAN MAKE THE WORLD HAPPY

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PROSPECTING WITH INSIGHTS

RESEARCH GATHERED BY JOHN BLOSSOM

Content Industry Analyst, Author, Consultant and Speaker shorecominc.com

Want to learn more about how the signal economy will change the way you do business? Check out our webinar here!