domingo, junho 28
sexta-feira, junho 26
Biobusiness
Increasingly interconnected, volatile, and complex, today's organizations cannot be controlled by any conventional approach to management. Indeed, an entirely new definition of what it means to manage is called for. In The Biology of Business, John Clippinger and nine outstanding contributors introduce managers to the Complex Adaptive System (CAS) of management, a system that takes into account all of the variables that impact modern enterprises and allows managers to take control from the bottom up. Here, the authors show how McKinsey & Co., Capital One, and Optimark have employed CAS to achieve specific business goals and improve overall corporate fitness. And they bridge theory and practice to provide managers with proven tools and techniques they can use to transform their enterprises into self-renewing, self-organizing systems that are maximally responsive to changing market conditions and opportunities.
domingo, junho 21
quarta-feira, junho 17
domingo, junho 14
Laika Za
Stop-Motion com fósforos para divulgação do aniversário de uma boate de nome Laïka. Podia ser Laikaza, pras resfriadas.
LAÏKA (SHORT VERSION) from Guillaume Blanchet on Vimeo.
sexta-feira, junho 12
Louco, Louco demais
Vi uma vez e não entendi nem 50%, mas certamente deve ser muito interessante já que foi inspirado de um diário de um doente psiquiátrico e fala sobre a Coroa. Realmente esquisito.
quinta-feira, junho 11
Market Metrics
Somewhere in time I have presented a primer on consumer-marketing measurements to a diverse group of communications professionals looking to increase their digital and media savvy. Rather than dive into tactical minutiae, I introduced 10 recent mega-trends that are collectively transforming media and marketing measurements as we know them.
1. Digital network adoption. Mass adoption of the Internet and digital networks is fundamental, if obvious. Their impact on how we share and manage information is now perhaps the most significant influence on the evolution of metrics, among all that follow.
2. Attention erosion. Our networked society has resulted in massive increases in consumer choice and, from a marketer perspective, an erosion of attention. Many economists postulate that we're undergoing a transition away from an economy based on shelf space to one based on attention scarcity. From a measurements perspective, there are two major implications: first, there is a growing demand by marketers to tap into measurements to embrace this shift. Second, many data collection and measurement methodologies--such as surveys--are susceptible to the very same attention scarcity. In market research circles, this is often referred to as the "continuing drop in panel participation and response rates."
3. Speed of measurement. The near-real-time intelligence delivery that characterized the Bloomberg terminal is permeating nearly all facets of marketing measurements. Even if measurements are not delivered instantaneously in a slick, colorful dashboard, the expectation of faster data and actionable insights is growing. Speed is a competitive advantage.
4. Democratization of data and analytics. There was once a time when access to vast piles of market-research data and processing power was contingent upon huge budgets. While that's still true in many cases, digital networks have made more data more accessible--even sometimes to the point of open-source or free. An interesting manifestation is the growth of free metrics services like Alexa, Google Trends and BlogPulse to understand Web behaviors. These services are not heavy-duty market-intelligence tools, but nonetheless are valuable, directionally significant and influencing perceptions and decisions around the things they report. Don't forget Google Analytics and Salesforce.com, which are offering low-cost marketing and CRM dashboards that any company can implement overnight. (Disclosure: BlogPulse is an R&D platform and demonstration tool from my employer.)
5. Observational measurements. In digital networks, people often passively emit both anonymous and identifiable gestures, whether it's visiting a Web site, programming a TiVo, commenting in a public discussion forum or a host of other activities. Observational research techniques--sometimes called digital ethnography--are not a replacement for more overt data-collection methods, like face-to-face surveys, but they are an important addition when attempting to obtain natural, unprompted insights into the behavior of customers and prospects.
6. Unstructured data. Included with the arrival of observational measurement is analysis of unstructured data. From news stories to discussion forums to blogs to multimedia-sharing sites, people increasingly publish data abundant with insights and trends. People now have digital megaphones in which to share their facts, opinions and experiences, and this is forcing businesses into a new era of listening.
7. Beyond demographics. Traditional demographics--like gender and age--will always be important, but observational techniques are helping marketers to understand and segment their customers in new ways. For example, based on past behavior, what are their interests, psychographic traits, life stages, passions or emotional depth?
8. Customer-centric measurements and planning. The trends above have one thing in common: customers increasingly are at the center of the universe, versus companies, brands, products or media. This is causing big marketers to base their planning more around those people.
9. Data integration comes of age. With more customer and data touch points come the need for more data integration and better market modeling. In forecasting, planning, adjusting and evaluating, data integration is where myriad measurements will achieve clarity, dimension and action.
10. Reevaluating relationships with whom and what we measure. Finally, as consumers become more empowered, the disciplines of measurement and research will increasingly cater to them (just as marketers are doing in general). Top-down, "people-are-subjects" measurement approaches will need to evolve toward greater propositions of relationship, loyalty, value, trust and reciprocity. Where do you think measurements are headed?
...
Onde eu estive com a cabeça tanto tempo que cheguei a achar isso interessante? É como olhar a vida ao invés de participar dela. Argh!
1. Digital network adoption. Mass adoption of the Internet and digital networks is fundamental, if obvious. Their impact on how we share and manage information is now perhaps the most significant influence on the evolution of metrics, among all that follow.
2. Attention erosion. Our networked society has resulted in massive increases in consumer choice and, from a marketer perspective, an erosion of attention. Many economists postulate that we're undergoing a transition away from an economy based on shelf space to one based on attention scarcity. From a measurements perspective, there are two major implications: first, there is a growing demand by marketers to tap into measurements to embrace this shift. Second, many data collection and measurement methodologies--such as surveys--are susceptible to the very same attention scarcity. In market research circles, this is often referred to as the "continuing drop in panel participation and response rates."
3. Speed of measurement. The near-real-time intelligence delivery that characterized the Bloomberg terminal is permeating nearly all facets of marketing measurements. Even if measurements are not delivered instantaneously in a slick, colorful dashboard, the expectation of faster data and actionable insights is growing. Speed is a competitive advantage.
4. Democratization of data and analytics. There was once a time when access to vast piles of market-research data and processing power was contingent upon huge budgets. While that's still true in many cases, digital networks have made more data more accessible--even sometimes to the point of open-source or free. An interesting manifestation is the growth of free metrics services like Alexa, Google Trends and BlogPulse to understand Web behaviors. These services are not heavy-duty market-intelligence tools, but nonetheless are valuable, directionally significant and influencing perceptions and decisions around the things they report. Don't forget Google Analytics and Salesforce.com, which are offering low-cost marketing and CRM dashboards that any company can implement overnight. (Disclosure: BlogPulse is an R&D platform and demonstration tool from my employer.)
5. Observational measurements. In digital networks, people often passively emit both anonymous and identifiable gestures, whether it's visiting a Web site, programming a TiVo, commenting in a public discussion forum or a host of other activities. Observational research techniques--sometimes called digital ethnography--are not a replacement for more overt data-collection methods, like face-to-face surveys, but they are an important addition when attempting to obtain natural, unprompted insights into the behavior of customers and prospects.
6. Unstructured data. Included with the arrival of observational measurement is analysis of unstructured data. From news stories to discussion forums to blogs to multimedia-sharing sites, people increasingly publish data abundant with insights and trends. People now have digital megaphones in which to share their facts, opinions and experiences, and this is forcing businesses into a new era of listening.
7. Beyond demographics. Traditional demographics--like gender and age--will always be important, but observational techniques are helping marketers to understand and segment their customers in new ways. For example, based on past behavior, what are their interests, psychographic traits, life stages, passions or emotional depth?
8. Customer-centric measurements and planning. The trends above have one thing in common: customers increasingly are at the center of the universe, versus companies, brands, products or media. This is causing big marketers to base their planning more around those people.
9. Data integration comes of age. With more customer and data touch points come the need for more data integration and better market modeling. In forecasting, planning, adjusting and evaluating, data integration is where myriad measurements will achieve clarity, dimension and action.
10. Reevaluating relationships with whom and what we measure. Finally, as consumers become more empowered, the disciplines of measurement and research will increasingly cater to them (just as marketers are doing in general). Top-down, "people-are-subjects" measurement approaches will need to evolve toward greater propositions of relationship, loyalty, value, trust and reciprocity. Where do you think measurements are headed?
...
Onde eu estive com a cabeça tanto tempo que cheguei a achar isso interessante? É como olhar a vida ao invés de participar dela. Argh!
quarta-feira, junho 10
segunda-feira, junho 8
sexta-feira, junho 5
Grande Pasquale!
Com os cumprimentos do Profº Pasquale Cipro Neto
No popular se diz: 'Esse menino não pára quieto, parece que tem bicho carpinteiro'
Correto: 'Esse menino não pára quieto, parece que tem bicho no corpo inteiro'
EU NÃO SABIA. E VOCÊ?
Batatinha quando nasce, esparrama pelo chão.'
Enquanto o correto é: ' Batatinha quando nasce, espalha a rama pelo chão.'
'Cor de burro quando foge.'
O correto é:
'Corro de burro quando foge!'
Outro que no popular todo mundo erra:
'Quem tem boca vai a Roma.'
O correto é:
'Quem tem boca vaia Roma.' (isso mesmo, do verbo vaiar).
Outro que todo mundo diz errado:
'Cuspido e escarrado'
- quando alguém quer dizer que é muito parecido com outra pessoa.
O correto é:
'Esculpido em Carrara.'
(Carrara é um tipo de mármore)
Mais um famoso...
'Quem não tem cão, caça com gato.'
O correto é:
'Quem não tem cão, caça como gato... ou seja, sozinho!'
Vai dizer que você falava corretamente algum desses?
No popular se diz: 'Esse menino não pára quieto, parece que tem bicho carpinteiro'
Correto: 'Esse menino não pára quieto, parece que tem bicho no corpo inteiro'
EU NÃO SABIA. E VOCÊ?
Batatinha quando nasce, esparrama pelo chão.'
Enquanto o correto é: ' Batatinha quando nasce, espalha a rama pelo chão.'
'Cor de burro quando foge.'
O correto é:
'Corro de burro quando foge!'
Outro que no popular todo mundo erra:
'Quem tem boca vai a Roma.'
O correto é:
'Quem tem boca vaia Roma.' (isso mesmo, do verbo vaiar).
Outro que todo mundo diz errado:
'Cuspido e escarrado'
- quando alguém quer dizer que é muito parecido com outra pessoa.
O correto é:
'Esculpido em Carrara.'
(Carrara é um tipo de mármore)
Mais um famoso...
'Quem não tem cão, caça com gato.'
O correto é:
'Quem não tem cão, caça como gato... ou seja, sozinho!'
Vai dizer que você falava corretamente algum desses?
terça-feira, junho 2
Sobre a Essência e Existência
Há gente que vive com essa necessidade de imaginar que o Universo tem uma missão pré concebida para nós. Estamos constantemente em busca de um objetivo para nossas vidas, mas me deparei procurando sobre economia com um filme marcante: Solaris. Acredito que os personagens de Solaris traduzem nosso dilema.
O diálogo:
-Chris Kelvin: What does Solaris want from us? (O que soláris quer de nós?)
-Gibarian: Why do you think it has to want something? This is why you have to leave. If you keep thinking there's a solution, you'll die here. (Por que você acha que Ele quer alguma coisa? Essa é a razão por que você precisa ir embora. Se continuar pensando que há uma solução, você vai morrer aqui.)
Os cientistas (e os acadêmicos), acreditam que estão em buscas da resposta para "entender" o universo, o sentido da vida. Entretanto, a cada página que acrescento aos meus escritos, penso que a resposta está em mudar a pergunta. O dialogo prossegue:
-Chris Kelvin: I can't leave her. I'll figure it out. (Eu não posso ir embora daqui. Eu vou descobrir a resposta)
-Gibarian: Do you understand what I'm trying to tell you? There are no answers, only choices. (Você entendeu o que estou tentando te dizer? Não há respostas, só escolhas)
Pra quem não viu o filme, é imperdível. Uma odisséia fantástica.
-Chris Kelvin: What does Solaris want from us? (O que soláris quer de nós?)
-Gibarian: Why do you think it has to want something? This is why you have to leave. If you keep thinking there's a solution, you'll die here. (Por que você acha que Ele quer alguma coisa? Essa é a razão por que você precisa ir embora. Se continuar pensando que há uma solução, você vai morrer aqui.)
Os cientistas (e os acadêmicos), acreditam que estão em buscas da resposta para "entender" o universo, o sentido da vida. Entretanto, a cada página que acrescento aos meus escritos, penso que a resposta está em mudar a pergunta. O dialogo prossegue:
-Chris Kelvin: I can't leave her. I'll figure it out. (Eu não posso ir embora daqui. Eu vou descobrir a resposta)
-Gibarian: Do you understand what I'm trying to tell you? There are no answers, only choices. (Você entendeu o que estou tentando te dizer? Não há respostas, só escolhas)
Pra quem não viu o filme, é imperdível. Uma odisséia fantástica.
segunda-feira, junho 1
Rendez-Vous à Paris
Paris ao alvorecer à bordo de um carro possante com um piloto de Formula 1 na direção. O filme foi proibido à época.
Assinar:
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