Wednesday, December 17, 2008

TransInfo not TransPromo

I got into a thought provoking discussion over at Transpromo Live about the recent InfoPrint TransPromo campaign. Since I've hated the word Transpromo from the first day I heard it, when Lee Gallagher explained what it really could mean, I was happy.
Lee said,
"To me, TransPromo is based on predictive analytics which allows the marketer gain a deeper insights into the their existing customer and their potential needs. Leveraging the predictive modeling, you are better able to target the needs to the customer as well as what messaging, promotions, and or information that may be of interest or drive a call to action. As Pat indicates, and I support, its the data analytics which drives the content and the result is relevant content which grows the customer relationship and loyalty." You can scan the rest of the conversation here.
If "based on predictive analytics" is changed to "can create predictive analytics", that's the thought that was provoked.

If you use a Purl based campaign in combination with personalized Print, you can find out who is interested enough in your offering to go to the website. As important we can know when that interest occured. Then you can use SEO techniques to see what they do once they are at your website. That's a lot of useful information about some people. Those "some" people are people who want to talk to you. In niche marketing, all you can expect to get are "some." If you treat them with respect, "some" is good enough.

An active "some" is the key to word of mouth and viral marketing. That's why some companies focus on evangelists. That's why Wal-Mart set up a mommy's blog. That's where you find the mavens and salesman that Gladwell describes in the Tipping Point. That's where you find the people who are twitter leaders. That's where Obama found the organizers for the ground game that got him elected.

The trick is that once that "some" have raised their hands, they need to be nurtured and supported, not with money or stuff, but with attention. Promo is about one type of exchange - money for stuff. Info is about other kinds of exchange - attention for attention. A click to a website is measurable form of attention. Posting to a blog is another. Adding to a twitter is still another. Every exchange throws off information about the time and motion of people who want to talk to you. Once you can analyze the time and motion of those special someone's, it's much easier to understand how they think and when they think it.

"TransPromo" is about promotion. "TransInfo" is about using exchanges to create new information. Everyone loves information. If the information created by tracking exchanges in real time are stored and analyzed, predictive analytics will get better. Predictive analytics is a discussion that can be held with the CMO or the CTO or the CFO or the CEO.

If I ran IBM or Xerox or Oce or Kodak or Screen, I would do the Printing, but sell the systems that store and analyze. If I were Mindfire or Xmpie, I would help with the Printing and sell the systems that store and analyze. Then I would price the systems based on the number of "somes" and how many times they exchanged attention. Instead of looking at ROI, I would focus on Return on Time, ROT. - Dr. Joe Webb

Since I believe that advertising is a shrinking market and education, health and government (EHG) are the growing markets, consider the organization value that could be created by better predictive analytics in schools, communities and hospitals. Could one use the tech to predict those students likely to be at risk? Or those patients likely to be non compliant in self administered medications?

Consider RFID, QR codes, Cell phones that read bar codes and take you to a website. More at Edge Conditions.

Now, consider the amount of wasted time and the long response times in EHG. Then consider the effects of late responses on desired outcomes in the education, health and government spaces.

More in later posts....

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