Contagious ideas by PSST : spreading 2.0 innovation (editor = jérémy dumont, strategic planner, france)

The agenda of the conference PARIS 2.0 conference in paris is now on line : all the 2.0 strategies in France and europe, 80 speakers, 4 days of conference (PARIS2.0 : September 22, 23, 24, 25 2009)

Le programme est maintenant accessible en ligne
The agenda of the conference is now on line
CLIQUEZ ICI / CLICK HERE :
http://fr.amiando.com/strategies20aparis.html


...
POUR ETRE INTERVENANT / TO BE A SPEAKER
Jérémy dumont - contact at psst.fr - www.psst.fr

TRUST : culture cooperation, economics. By Yann Algann Sciences Po

Medialab Algan

View more documents from medialabSciencesPo.

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POSTED ON CONTAGIOUS IDEAS : 2.0 strategic planning   BY : jérémy dumont  THE BEST OF OUR BLOGS  PSST.FR

 AN  INITIATIVE OF POURQUOI TU COURS ? 2.0  STRATEGIC PLANNING AGENCY    jérémy dumont DIRECTOR OF STRATEGIC PLANNING

lateral targeting by Vladimir Korovkin (VP, Direct, Database, Digital)

Lateral Targeting

Lateral targeting is a fundamentally new approach to the task of focusing advertising on consumers. The method is based on modelling consumer habits and preferences using statistical analysis of Internet traffic and recognition of individual behaviourial patterns.

The method is called ‘lateral’ after a key attribute  of ‘lateral thinking’ by Edward De Bono.

•    “To create flexible rather than pre-defined categories in order to achieve the desired results.”

Opportunities

Lateral targeting  enables the concentration of marketing efforts on the most likely customers, irrespective of their demographics,  boosts the value of second-tier web pages and generates new value from statistical data. It can be implemented as a standalone targeting service or as an upgrade to existing ad serving software.

Advantages

The traditional aproach to media campaign planning usually involves selection of one or several predefined socio-domographic groups. These are identified as the target audience and media selection is governed by relevance to this audience.

Internet advertising can achieve significantly better results through systematic targeting – but even the most precisely targeted ad campaigns miss a large proportion of the consumer opportunity, instead hitting people who belong to the target audience but are not actual consumers. Here we see efficiency lost twice.

Lateral targeting abandons all socio-demographic labels and delivers advertising to the most probable consumers regardless of sex, age, education, income, etc because we are able to calculate, with a high degree of probability, whether or not each Internet user is a potential consumer of the advertised product or service.

The Method

When people buy something they manifest aspects of their behaviour and, when they surf the web, they also generate measurable behavioural information. Given two manifestations of the behaviour of the same person, is there a chance that they are interrelated? Can we predict the probability of a purchase via analysis of web surfing ? Can we influence this probability?

The answers are yes.

A combination of traditional sampling and polling techniques allied to the sophisticated processing of hard data from user logs has led to algorithms that can do amazing things.

Our calculations  require statistical data on each user's traffic, also information about related behaviour as a consumer. Traffic data are available to the banner networks, Internet Service Providers, Internet statistics systems and major online publishers. Data on consumer habits can be derived from off-line research, online surveys and from purchases made in online shops or at auctions.

Known consumers generating sufficient traffic form Reference Groups. We can extrapolate reference group behaviour to complete populations. Our mathematical method shows consistent results based on reference groups of 150 - 200 people with no significant improvement from groups of more than 500. The minimum number of unique pages required per person is 100 and optimum results are achieved when this number approaches 2000.

Users
Our product is being developed with the following types of business in mind:

•    Internet Service Providers
•    Internet-statistics Systems
•    Internet advertisers (agencies and clients deploying banners and other Internet ad forms)
•    Publishers

Implementation – Stage One

To demonstrate how Lateral Targeting can improve the efficiency of Internet advertising, we have implemented one possible approach that is aimed at increasing the ad click-through rate (CTR targeting)

We consider clicking on banners to be a form of behaviour. The first stage of campaign development is data collection from users who have clicked a banner and therefore form a reference group. The second stage is to calculate the audience potential of the given banner and deliver ads focusing on that audience.

Current Results

To date we have completed the development of a mathematical method that implements Lateral Targeting. The method is based on mathematical statistics and probability theory. The method works with all types of websites and is not based on thematic analysis of content.

The method has been alpha-tested using MediaArts Group proxy server data, TNS-Gallup Web-Index and ad-hoc research and surveys. Tests show reliability factors of 85%  or better for sex-age groups, MBTI-based psychological types and even smokers and non-smokers.

We have developed a core targeting system which, in addition to CTR-targeting, implements behavioural targeting based on web page context analysis.

Context-based targeting complements CTR-targeting in cases when we have insufficient data for the user or we cannot make a precise identification (in case of blocked cookies).  Context analysis alghorithms are also part of our in-house development.  The core system is developed using .NET and MS SQL and is optimised for real-time performance.

 SOURCE : read write web

POSTED ON CONTAGIOUS IDEAS : 2.0 strategic planning   BY : jérémy dumont  THE BEST OF OUR BLOGS  PSST.FR

 AN  INITIATIVE OF POURQUOI TU COURS ? 2.0  STRATEGIC PLANNING AGENCY    jérémy dumont DIRECTOR OF STRATEGIC PLANNING

100% DESIGN 24 - 27 SEPTEMBER 2009, EARLS COURT, LONDON

Contemporary Interiors and Architectural Event

24 - 27 SEPTEMBER 2009, EARLS COURT, LONDON 100% Design London is the UK's leading architecture and design event showcasing everything for the modern building and interior. 100% Design London features world-class interiors show 100% Design, innovative and sustainable architectural products event 100% Detail, cutting-edge materials exhibition 100% Materials and emerging talent showcase 100% Futures. NEW FOR 2009:  - 28 inspirational features    - Color, Design and Creativity Seminars   - Electrolux Design Lab Finals  - Molteni Sofa Chats in association with Dezeen   - Designersblock CHECK OUT THE NEW INTERACTIVE FLOORPLAN

100% Inspiration Have a look at the series of Dezeen movies for 100% Design, creative director Jamie Anley of JAM introduces a new feature called 100% Inspiration. Each member of this year’s panel was asked to select an object or idea that represents 100% Design for them. Featured panel members include Russell Pinch, Nicolas Roope, Richard Shed and Kara O’Reilly, William Smith, Nina Tolstrup, Phil Nutley, Dominic McCausland, Andy Martin, Andrew Waugh and Amos Marchant. Click here to watch the video's >>>

Max Fraser videos for 100% Design London

ckeck out "THE BIG AD GIG" on agencyscoop, in partenership with pourquoi tu cours

You can win a paid job at 1 of 4 agencies including Crispin Porter + Bugusky by submitting a video of yourself and showing some work at Advertising Week in NY. 

Check it out.  We think that it's a good opportunity for a jr. level creative or someone who needs a break (as we all do these days).

August New Portfolios

AgencyScoop has quickly become one of the web's premier sites for advertising portfolios.  Here are a few of the top portfolios uploaded this month.


Elesavet Lawson

Amr Sallam

Fiona Garden


Victor Sokolov

Upload your portfolio today!

 SOURCE : read write web

POSTED ON CONTAGIOUS IDEAS : 2.0 strategic planning   BY : jérémy dumont  THE BEST OF OUR BLOGS  PSST.FR

 AN  INITIATIVE OF POURQUOI TU COURS ? 2.0  STRATEGIC PLANNING AGENCY    jérémy dumont DIRECTOR OF STRATEGIC PLANNING

The economics of innovation. the difference between marketing and design

Your marketing sucks. But then again so does everyone else's. It's been driven to blandness by a combination of focus groups that couldn't "get" your new idea, repeated changes from your management team, internal squabbles and marketing ideas from a time when advertising spend equalled market success. But maybe there is a deeper problem...

Put simply, in 2009 if you don't have a great product then no amount of sales, marketing, branding or advertising will help you. What might just help is design. In particular, a way of approaching new product development and marketing problems called design thinking. You still need traditional marketing to execute but for new ideas or new brands you need a new approach.

I work in a field where design thinking is well defined, well understood and well appreciated. But today a marketing manager stopped me in my tracks in the middle of a meeting. She asked me, "So everything you've told me about design thinking just sounds like good marketing. What gives?" I was lost for words and this blog post is my attempt at an answer after the fact.

Design is not just good marketing. It's a fundamentally different way of approaching problems within your business.

READ THE REST : Peter Thomson on design

 SOURCE: Peter Thomson on design

POSTED ON CONTAGIOUS IDEAS : 2.0 strategic planning   BY : andreea_hirica  THE BEST OF OUR BLOGS  PSST.FR

 AN  INITIATIVE OF POURQUOI TU COURS ? 2.0  STRATEGIC PLANNING AGENCY    jérémy dumont DIRECTOR OF STRATEGIC PLANNING

What’s The Future Of Design In China? What Is China's Design Strategy?

What’s the future of design in China? Or will China ever have a real design future? Do they ever need one at all? As part our China strategy I’ve visited half-a-dozen of design firms in China last week and got a pretty good snapshot of the state of the industry while sharing my points of views on how design will evolve in China.

There is a vibrant Chinese design culture (somewhat narrow in scope) within the context of China's industrialization, consumer evolution and technological change. From the entrepreneurial spirit of industrial designers, to society's aspirations for higher quality of life, to the global ambitions of a nation, we’re seeing the emerging of a new design culture in China. But it is not without challenge, majority of businesses in China are on a get-rich-fast mode and their motto is let’s copy and modify what is selling in the west. Their focus is mainly on cost versus functions and that’s it. Product cycles are insanely short and market changes overnight. So planning is not their thing if know what it is at all.  Overall the quality of Chinese design is at least 10 years behind from the west although they cost only a fraction (20-30% of design costs in the US).

Chinese design schools are graduating thousands of young and technically proficient designers every year. The problem is lack of mentorship and exposure are limiting the growth of these young talents. Korea did try to export industrial designers to China a few years back but without success. Korean thinks China would want to have a few Samsungs of LGs. But for the moment, most Chinese companies remain ultra short-term and very pragmatic. China’s economy is largely based on a factory mindset. It will be a 10 years journey for designers and companies to make a leap into design thinking in China.

In the meantime, expect to see

READ THE REST : innovation playground

 SOURCE: innovation playground

POSTED ON CONTAGIOUS IDEAS : 2.0 strategic planning   BY : andreea_hirica  THE BEST OF OUR BLOGS  PSST.FR

 AN  INITIATIVE OF POURQUOI TU COURS ? 2.0  STRATEGIC PLANNING AGENCY    jérémy dumont DIRECTOR OF STRATEGIC PLANNING

What’s the future of design in China? Or will China ever have a real design future? Do they ever need one at all? As part our China strategy I’ve visited half-a-dozen of design firms in China last week and got a pretty good snapshot of the state of the industry while sharing my points of views on how design will evolve in China.

There is a vibrant Chinese design culture (somewhat narrow in scope) within the context of China's industrialization, consumer evolution and technological change. From the entrepreneurial spirit of industrial designers, to society's aspirations for higher quality of life, to the global ambitions of a nation, we’re seeing the emerging of a new design culture in China. But it is not without challenge, majority of businesses in China are on a get-rich-fast mode and their motto is let’s copy and modify what is selling in the west. Their focus is mainly on cost versus functions and that’s it. Product cycles are insanely short and market changes overnight. So planning is not their thing if know what it is at all.  Overall the quality of Chinese design is at least 10 years behind from the west although they cost only a fraction (20-30% of design costs in the US).

Chinese design schools are graduating thousands of young and technically proficient designers every year. The problem is lack of mentorship and exposure are limiting the growth of these young talents. Korea did try to export industrial designers to China a few years back but without success. Korean thinks China would want to have a few Samsungs of LGs. But for the moment, most Chinese companies remain ultra short-term and very pragmatic. China’s economy is largely based on a factory mindset. It will be a 10 years journey for designers and companies to make a leap into design thinking in China.

In the meantime, expect to see

trendwatching. catching-up is the new looking ahead

August 2009 | Instead of ambushing you with yet another Big New Trend this month, we decided to make life (somewhat) easier for all of us, and send you an overview of the trends we’ve covered so far in 2009. From LUXYOURY to ECO-TRANSIENT to LESS & LONGING. Please study the theory, scan the many examples, and get ready for a no doubt turbulent remainder of 2009.

Required office/plane/beach reading to follow below

Introduction | We’re past mid-year, and as expected, 2009 has so far proven to be quite 'eventful'. But there’s still no shortage of innovation, of brands doing interesting things (sometimes on very low budgets), of emerging consumer trends begging to be capitalized on. So get a comfy chair, lounger, or seat, and catch up on our last six Trend Briefings. You know, the ones that you deleted from your inbox when things were just too hectic. Take your pick:

 

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FOREVERISM (June/July 2009) | “Encompasses the many ways that consumers and businesses are embracing conversations, relationships, and products that are ‘never done’. Driving its popularity is technology that allows them to find, follow, interact and collaborate forever with anyone & anything.”

Read the entire FOREVERISM briefing »

Download the FOREVERISM PDF »

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INNOVATION JUBILATION (May 2009) | “ There will never be a shortage of smart new ventures, brands, goods and services that deliver on consumers’ wants and needs. And if those wants and needs currently revolve around practicality, efficiency and responsibility, and less about traditional luxury, splurging and upgrading, then that’s what brands should deliver on. Which seems doable, judging from the dozens of recent innovations we rounded up for this briefing, courtesy of our sister-site Springwise. “

Read the entire INNOVATION JUBILATION briefing »

Download the INNOVATION JUBILATION PDF »

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SELLSUMERS (April 2009) | “Whether it’s selling their insights to corporations, hawking their creative output to fellow consumers, or renting out unused assets, consumers will increasingly become SELLSUMERS, too. Made possible by the online revolution’s great democratization of demand and supply, and further fueled by a global recession that leaves consumers strapped for cash, the SELLSUMERS phenomenon is yet another manifestation of the mega-trend that is 'consumer participation'.”

Read the entire SELLSUMERS briefing »

Download the SELLSUMERS PDF »

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ECO-BOUNTY (March 2009) | “Refers to the numerous opportunities, both short and long term, for brands that participate in the epic quest for a sustainable society. Some of these opportunities exist despite the current recession, others are fueled by it, not in the least because of new rules and regulations. Downturn-obsessed brands who lose their eco-focus will find themselves left out in the cold when the global economy starts recovering.”

Read the entire ECO-BOUNTY briefing »

Download the ECO-BOUNTY PDF »

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READ THE REST : trendwatching

 SOURCE: trendwatching

POSTED ON CONTAGIOUS IDEAS : 2.0 strategic planning   BY : andrepo  THE BEST OF OUR BLOGS  PSST.FR

 AN  INITIATIVE OF POURQUOI TU COURS ? 2.0  STRATEGIC PLANNING AGENCY    jérémy dumont DIRECTOR OF STRATEGIC PLANNING

Heineken, Pizza Hut and Grolsch

New iPhone apps this week make sure that you can go out, get drunk, get home relatively safely and order a pizza to arrive at your door once you get there.

First up - one that has taken a couple of weeks to filter over to our side of the globe - an app for Heineken Brazil. While Heineken has been active in the mobile segment in English markets for some time, this is its first foray into a Portuguese speaking market. Via http://www.mobilemarketer.com/cms/news/content/3534.html
The app has two great features, the first being a Bar Finder, making use of the iPhone’s GPS and Google maps features, which directs users to the nearest bar to them serving Heineken. The app also provides contact details for local taxi’s for a safe journey home. Secondly, the app features a Party Maker function which, after keying in the type of party they want to host, what will be on the menu and the number of guests attending, the app will calculate the number of Heinekens the user will need to buy.

Secondly, the Grolsch app which was created by Marvellous in Amsterdam and digital agency, de-construct from London, and launched on 20 July. It uses the iPhone’s accelerometer to see if the person holding the phone can walk in a straight line, and rates the user on their ability.

A high score offers them a free festival photograph at the Grolsch swing-top bar, whereas a low score invites them to the bar for a glass of water.

The app, dubbed Walk The Line, launched at the North Sea Jazz Festival in the Netherlands and encourages festival-goers to consider their alcohol consumption, and share the app with friends.

http://www.youtube.com/watch?v=YMagZK__Yoo

Finally, to soak up all the beer once returning home, Pizza Hut launched an app in the US this week that allows users to order directly from their iPhone. No more boring paper menus, the app is very interactive, making use of the iPhone shake and tilt functions to sauce your chicken wings and flavour your pizza... and for something to keep your mind off your large Supreme pizza whilst you wait, there is the Hut Racer, a racing car game which users tilt the phone to avoid pizza box obstacles. http://www.youtube.com/watch?v=Ojw8I1CFu-w

 SOURCE:contagious the magazine

POSTED ON CONTAGIOUS IDEAS : 2.0 strategic planning   BY : andreea_hirica  THE BEST OF OUR BLOGS  PSST.FR

 AN  INITIATIVE OF POURQUOI TU COURS ? 2.0  STRATEGIC PLANNING AGENCY    jérémy dumont DIRECTOR OF STRATEGIC PLANNING

Ten Ad Agency Survival Tips for the Great Recession

We’re all new to this “New Economy,” but there are a few tactics that can help you not only get thru it but look good doing it.

Tip 1: Get to know your CFO – Today the CFO is the new CEO. A great idea isn’t a great idea unless it gets made, so invite the CFO to the creative presentation. Get them involved, get them excited, get the balance sheet tipped in your favor.

Tip 2: Find the Entrepreneur Within – Within you and within your company. We all say it, but do we all live it? Is risk-taking a part of your culture? Are you set up so the next agency/industry-changing idea can come from anywhere? Are you knocking down all roadblocks to great work? Our most important role is to make it easy for brilliant ideas to live. Let the entrepreneurs know you’re about clearing a path for them.

READ THE REST : business week

 SOURCE: business week

POSTED ON CONTAGIOUS IDEAS : 2.0 strategic planning   BY : andrepo  THE BEST OF OUR BLOGS  PSST.FR

 AN  INITIATIVE OF POURQUOI TU COURS ? 2.0  STRATEGIC PLANNING AGENCY    jérémy dumont DIRECTOR OF STRATEGIC PLANNING