mSpoke Overview


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An overview of mSpoke's solutions for media companies. (

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mSpoke Overview

  1. 1. Know more to earn more … February 2009 Introduction to mSpoke
  2. 2. Problem: media companies have lost their “hold” on audiences <ul><li>Audience is in control with higher expectations </li></ul><ul><li>Must win their “signature” (i.e., attention) with each click instead of once/year </li></ul><ul><li>Content matters more & more … </li></ul><ul><ul><li>Does brand I trust have the content I need right now? </li></ul></ul>
  3. 3. Solution: Deep knowledge that yields superior service <ul><li>Companies need audience systems that </li></ul><ul><li>Deeply understand the needs of audience members </li></ul><ul><li>Respond directly to those needs </li></ul><ul><li>Match those needs with personalized </li></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Ads </li></ul></ul><ul><ul><li>White papers </li></ul></ul><ul><ul><li>Webinars </li></ul></ul><ul><ul><li>Events </li></ul></ul>
  4. 4. Solution: Deep knowledge also yields superior media performance <ul><li>Increases conversion rates by making the right offer to the right visitor at the right moment when they are most interested </li></ul><ul><li>Decreases list fatigue by </li></ul><ul><ul><li>Sending emails to smaller, more targeted subsets of the list – yet getting same or better conversion because of matching the interests of those in that targeted subset </li></ul></ul><ul><ul><li>Converting right off a web page, “in the moment” (reducing need for list blasts in the first place) </li></ul></ul>
  5. 5. Enter mSpoke! <ul><li>A team of rocket scientists from CMU </li></ul><ul><li>Developed adaptive learning algorithms </li></ul><ul><li>Spun out in 2002 to form Peak Strategy </li></ul><ul><li>Built an initial product around highly structured data for the financial services market, targeted at asset managers </li></ul><ul><ul><li>Did “alpha modeling” – unless you’re a “quant,” you don’t want to know! </li></ul></ul><ul><ul><li>Assets, but no employees, sold to Morgan Stanley in 2006 </li></ul></ul><ul><li>Used proceeds to form mSpoke to apply technology to unstructured content for media market. </li></ul>
  6. 6. mSpoke: Know More to Earn More <ul><li>“ Metadata as a service” </li></ul><ul><ul><li>Not everyone has well-formed metadata on their content </li></ul></ul><ul><ul><li>SEO optimized </li></ul></ul><ul><ul><li>Developed at customer request </li></ul></ul><ul><li>Creates profiles of the reading habits of registered web (or email or widget) users </li></ul><ul><ul><li>what is read and what is passed up </li></ul></ul><ul><li>Uses profiles to recommend content that matches the observed interests of the users </li></ul><ul><li>Can also match advertisements, conferences, white papers, webinars, etc … </li></ul>
  7. 7. How can this be applied <ul><li>Integrated website widgets that offer </li></ul><ul><ul><li>Contextually related content recommendations (when don’t know user) </li></ul></ul><ul><ul><li>Personalized content recommendations (when know user) </li></ul></ul><ul><ul><li>Personalized ads, white papers, etc. </li></ul></ul><ul><li>Personalized email newsletter </li></ul><ul><ul><li>Increasingly personalized to reading habits of each individual subscriber </li></ul></ul><ul><ul><li>Can use all internal content or mix of internal and externally aggregated content </li></ul></ul><ul><ul><li>Can leverage all external content in aggregation play </li></ul></ul><ul><li>Companion micro site </li></ul><ul><ul><li>Relevant content from across the live web </li></ul></ul><ul><ul><li>Personalized to the interests of the user over time </li></ul></ul><ul><ul><li>Can be used with events to establish year-round brand relationship with attendee audience </li></ul></ul>
  8. 8. Customers <ul><ul><li>uses mSpoke's &quot;mPower&quot; to manage and host an email newsletter named SupplyChainDaily ( ). </li></ul></ul><ul><ul><li>Each subscriber gets his own newsletter with content tailored to his specific interests, based on what he's clicked on (and passed up) in the past. </li></ul></ul><ul><ul><li>a continuing medical education provider, uses mPower to track what &quot;credits&quot; its registered doctors are working toward. mSpoke suggests articles to accelerate their progress </li></ul></ul><ul><ul><li>also uses mSpoke's &quot;mSense&quot; to automate the process of adding SEO-optimized metadata to their content </li></ul></ul><ul><ul><li>uses mSpokes “mSense” to power their related content widget </li></ul></ul><ul><ul><li>One of the world's best known strategy consulting firms uses mTrends to track mentions and reactions in the media and the blogosphere to their reports </li></ul></ul>
  9. 9. Thank you!
  10. 10. Sample Personalized Email Every article scored based on personal relevance Optionally: Users can provide more feedback You select the sources Abstract they can click on to read the entire story
  11. 11. Sample Related Content Widget Related Content Widget Every article scored based on contextual relevance (or personalized in other cases) Can include links to a set of topic pages You define the set of sources included
  12. 12. mPower Configuration Options