The key technology is Neural Nets

A product I am trying to get the PR industry to use to identify outcomes from PR activities (as well as other forms of communication) on corporate drivers such as sales price, volume, margins etc). An example is Cognos’4Thought.

Neural Nets identify to what extent a number of factors influence each other. They were invented to test the outcome of nuclear explosions without really exploding one. Then there are applications for Baynsian logic which asks if the logical answer does not make sense, to what extent does it not make sense and is thereby true/untrue. It is these latter two processes that are used most effectively in advanced knowledge management software. In this way the computer ‘learns’ from the behaviour of the operator and readjusts the words that are to be used next time a search is made. It is an iterative process and ideal for big volumes of research. The continual refinement of the search takes the engine off down ever-narrower searched and is great if you don’t want people to spend hours on trivia but not much good if you are looking for the incidence of a subject across the whole Internet.

These Baynsian processes are an excellent product for managing large amounts of information such as searching the Internet for everything to do with a subject i.e. ‘the applications of motor car engines’. It will quickly refine the search down to ‘in a Ford
Escort MKIII’ if that is the direction of the researcher. It will narrow knowledge acquired from terabits of information to manageable proportions.

These technologies have other applications. Software like ‘Electra’ provide semiintelligent interactive responses. You can hold conversations with this robot masquerading behind a graphic of a pretty girl, ask question and make statements in plain language and get a plain language response.

Some commercial Web sites have become very interactive with humanoid bots answering question from prospects and customers. Responsiveness to enquirers through using a person accessing a database is now common place. The new programmes are even more helpful in collating data. (including intelligent data mining). The artificial but humanoid bots are becoming essential for good Web presence and an effective Internet reputation because that can put a 'human' face to the acquisition of much information and, in addition can interpret what the netzine is asking for. Now robots are shaping opinion too with all that may entail for the reputation manager.

Full functioning broadcast sound and video is with us, virtual reality is near, cell phones with Internet access will be a great millennium Christmas present, Voice-mail (a spoken message sent like e-mail) is available, Dynamic Web pages, with moving pictures and pages browsing netzines can make themselves and fully Web enabled applications (even writing press releases without a word processing package on your computer) is now becoming usual. I use a fully Web enabled package every day for monitoring and knowledge management.

And, with the advent of interactive TV, the range of opportunities grow. Cable and Wireless announced in August 1999 that it is to launch a new TV based Internet service for its customers in the UK and is very much of the new genre. The new service will allow users to access Internet, email and on-line shopping facilities via remote control while simultaneously interacting with television broadcasts. The new cable-based service offers access to 15 major UK Web sites including Tesco's, Barclays, British Airways and Teletext. Plans are to provide access to 100 of the Net's top sites by the end of the month. The company already have a subscriber base of 10,000 from a pilot Digital TV campaign in Manchester. As we shall see this is an on-line marketers dream. The amount of technology now deployed on the Internet is mind bending in its volume and capability. Being late into the Internet means we all have to catch up, but the technology is moving away from us fast.

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Article Series

This article is part 8 of a 37 part series. Other articles in this series are shown below:
  1. The Internet Influence
  2. Reputation
  3. The Internet Society
  4. How People Use The Internet
  5. The Opinion Formers
  6. A Stakerholder Society
  7. Its Fast
  8. Technology For The People
  9. A Reputation For Responding
  10. Newsgroups, Chat and Cybercast
  11. The Nature of Newsgroups
  12. Chat Overtaking Newsgroups
  13. Cybercasting
  14. The Internet Communities
  15. Neighbourghood Communities
  16. Company Communities
  17. Community Currency
  18. The Effect Of Virutal Communities On The Bottom Line
  19. Political Communities
  20. Cyber Marketers
  21. Global Branding
  22. Accessibility
  23. Cyberbrand Outreach Accessibility
  24. Information
  25. Interactivity
  26. Brand Performance
  27. Online PR
  28. Sponsorship Marketing
  29. Brand Attacks
  30. Cyber Counterfit Sales
  31. Internal Communications
  32. Cyberstalkers
  33. Protection from Cyberstalkers
  34. Investor Relations
  35. Share Scams
  36. Protecting Investors
  37. The Investor Sites
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