The Spinosa Factor

As of late I’ve been doing a fair amount of traveling meeting with future and current clients about a medley of exciting web based projects. My company is very focused on conversion results, successful media deployments, custom functionality, and basically what happens when someone gets to the site. Typically we partner with internet marketing/marketing firms should a client of ours be looking for proactive outreach campaigns outside of the now standard email strategies. It allows us to focus on our strengths and creates a stronger relationship with our clients.

However this hasn’t stopped me recently from becoming very interested in the analytics or information of the internet which led me to the book I’m currently reading called “Click” by Bill Tancer the authority and top reasearch guy at the company Hitwise that focuses on enterprise trending for traffic on the internet.

Truthfully I’m only about half way through this book but it’s insight in to America’s underbelly is very interesting, so much so that I could not wait until I finished the book to make a blog post. It discusses in depth how the changes in our lives or what we say don’t always coordinate as people would think to actions on the web. My favorite example would be that of Ron Paul a republican candidate that ran in the 2008 election. Ron Paul commanded the internet as a front runner receiving more traffic than any other candidate many times over. His radical and refreshing views made him a much sought after and researched candidate on the internet but he received very low traction in the actual primaries causing him to drop out.

However what this truly highlighted was the power that the internet can have over the arena of politics and as people become more resistant to traditional methods of information collection they’ll need to leverage online resources to find, mine, and plant information effectively.

Bill Tancer is also not afraid to talk about the difficult be hard truths about the internet such as pornography, pills and casinos.  I found this refreshing as when I’m reading I realize that no details are being spared on showing the social trends of our society.

Seriously thought what this boils down to is the unbelievable amount of raw information that’s available to businesses across the nation. I’m wondering how far we truly are out if not from being predictive or proactive but being able to react in a matter of days, hours or minutes to a strange or unexplained spike in key term or sought out information. The next generation of tools we’re building need to utilize these amazing capabilities beyond checking hits, page view, unique visits, and funnel goals. The next phase is integrating these incredible sets of total internet data into web deployments that could perhaps change content based on what the internet is reporting as important terminology or common used search items. While this basic concept has several hiccups including the morphing of data and how quick those changes will be received by a Google or equivalent search engine what we can realize is that it’s certainly only going to get faster not slower.

Fast reacting, low management, interactive websites? Hmmm sounds interesting and while many claim these capabilities none are automated to the level I’m thinking about. It will be exciting to see where this goes or where Unleashed Technologies takes it!