VLSCM: Very Large Scale Communication Mapping Brand today has become serious concern for business. And with fragmented communications channel it is becoming further difficult for Businesses to manage issues and have a reasonable Reason for Existence. Businesses need to know what consumers are thinking, how they behave, the Neurological study of how consumers behave is the mantra. Consumers are incredibly powerful and their behavior has massive impact on just on businesses but on society as a whole. Consumers are drive by communication, communication drives perception, perception drives consumption and purchase. With no one to buy there is nothing to sale. Similarly when no one is listening there is no point shouting (Media communication, advertising, PR). “Consumers are Commerce”, and most important link driving Business and Brands. Consumers constantly innovate and Businesses today are trying to guess and understand their taste. And to keep up the pace they are constantly launching new product, brands, but there is a problem… majority of them fail. They fail because the consumer dint want it or the market is missed or the time is miscalculated or the price is wrong. VLSCM is a solution, a leverage point giving Businesses the Opportunity to understand and judge current consumer needs. Give them the understanding to strategies and plan, channelise revenue, and understand the Value Calculus. Find answers to the questions each businesses has today. Identify which part of the revenue system is actually working and which need attention. VLSCM brings in concepts like Perturbation Theory, Sociogram, Placebo effects, Neural Programming, Sentiment analysis, Neural Semantic Indexing, Human indexing, Neuroeconomics, Empirical Index, Perception Canvas, Visualization Periodic Table, Constrain Index, Relative Path, Time to Live, etc. These outputs will be then used for Business Intelligence, Media Planning, Advertising, Branding, Competitive Intelligence, Risk Intelligence, Strategy and Planning, Integrated Media Communications, etc… It’s a concept built to understand how Communications propagate. What effect or impact do they carry on Brand and Businesses? What are the channels they follow? What values they create? What resources they consume? What activities are needed? What types of partnerships or stakeholders are involved? How does the revenue calculus functions? etc… It is an attempt to understand how and to what level of integration exist between the Consumers, Business Fraternity and the Media. It’s time now and It’s no longer that Communications should be measured only in terms of CCM, SOV, EAV, etc… it’s time to redefine the status quo… VLSCM: Very Large Scale Communication Mapping, is a serious attempt to answer all Businesses and Brands face today. It is an attempt to leverage Businesses with Opportunities… with Wisdom….

1. VLSCM Very Large Scale Communication Mapping A Neurological Approach Dr. Anar D. Rupji

2. Agenda The Concept How to do it How Stakeholders Benefit Business Plan & 9 Vertical Summery

3. The Concept Media is always broadcasting… largely what Businesses have to say. This broadcast creates different Perceptions amongst Consumers. My objective is to map these Perceptions and create a platform for Businesses where they can then blend their Intelligence with the knowledge that can be gather to generate Wisdom. Wisdom which can be used to make strategies decisions more efficiently and quickly. Make Businesses Wiser… That’s My Mission…

4. The Concept Media Universe They Broadcast… That’s their job Consumer Receives Media broadcast and create Perceptions. These Perceptions are random and difficult to control. My objective is to mapping these perceptions and connect a link between consumers and the business fraternity Business Fraternity They largely use Media as a medium to communicate to Consumers. There may exist a weak link between what business wants to communicate and what media actually communicates. VLSCM Mapping the broadcast created by media, compare it with the communications business intended to communicate, and map the Perception the communication actually created. In the process find the missing links in the overall communication process.

5. The Concept Prosumer: Prosumer is God, He is everywhere. He is everybody. He knows everything. He can take any Avatar. He is the creator. He is the protector. He is the controller. He is the destroyer. He doesn’t have any boundaries. He exists in this Prometheus virtual world. He has the power of masses….. He is you. He is me He is everybody.

6. The Concept Media: They are the message carriers and carry messages what the Businesses has to say. They are largely categorized in two parts Paid Space and the Non-Paid Space. The Paid Space comprises of Advertising, Promotions, Sponsorships, Events, etc. the Non-Paid space comprises of Public Relations, Business Communications, etc... each one of them having their own Media Vehicles and Business Economics.

7. The Concept Business Fraternity: They are most important stakeholders and bulk of client base, surviving together as an industry and competing within as Businesses and Brands. The other parts are the Government and the Legislation which are controlling them. Businesses are the ones who want to speak or send messages across, and they use Media as a medium.

8. The Concept Brand today has become serious concern for Business. And with fragmented communications channel it is becoming further difficult for Businesses to manage issues and have a reasonable Reason for Existence. Businesses need to know what consumers are thinking, how they behave, the “Neurological study of how consumers behave is the Mantra.”

9. The Concept Consumers are incredibly powerful and their behavior has massive impact not just on businesses but on society as a whole. Consumers are drive by communication, communication drives perception, perception drives consumption and purchase. With no one to buy there is nothing to sale. Similarly when no one is listening there is no point shouting (Media communication, advertising, PR).

10. The Concept Today the Consumers Behavioral has changed, they have become more vigilant, fortunately or unfortunately they control the larger end of the stick. Business hence has to look at them with different dimensions, different frame of reference. The classical or the conventional way will not be sufficient to answer questions they face. A referential frame is the need of time.

11. VLSCM “Consumers are Commerce”, and most important link driving Business and Brands. Consumers constantly innovate and Businesses today are trying to guess and understand their taste. And to keep up the pace they are constantly launching new product, brands, but there is a problem… majority of them fail. They fail because the consumer dint want it The market is missed The time is miscalculated or the price is wrong.

12. VLSCM VALCM is an attempt to answer few questions, gain some power, manage and control issues Business face today and leverage them with opportunities. Leveraging Wisdom…

13. How to do it

14. Content Data Intelligence Knowledge Wisdom

15. The Value Calculus Wisdom will see future Opportunity along with the current one. Data with Intelligent can see only current Opportunity The Pyramid & Vigilance: Conventional media research agencies provide businesses with Data. Intelligences is what Businesses always have, no one can teach them that. VLSCM will help Businesses to climb two level up the pyramid, increasing their potential and gaining advantage, vigilance and opportunity to see further where others cant. Helping Businesses to Create Future and not only Predict it…

16. The System Schematic

17. Process Output Input Perception Canvas Quadrant Systems Modeling Systems Relational Systems Neuromers Perception Framework Knowledge Engineering BuzzAngels Indexing & Tagging Systems Prosumer Matrix Consultancy & Client Servicing Visualization Tools Logic & Decision Architecture Machine Learning De-learning & Teaching Loopback & Loopforward Business Logics Monitoring & Measurement Systems On Demand Survey Research Content Analyst Semantic Engineering Periodicals & White Papers Data Aggregation Systems Data from Media Universe is pumped into the system using different innovative techniques & coined methodologies. Neuro-Linguistic Programming Storage & Archival Knowledge Engineering This is the domain where businesses can blend their business intelligence with the knowledge we provide to gain wisdom. This is a platform to carry out their own analytics with on demand services. This domain has great scope for Knowledge innovation and revenue generation. Data Transformation System This is the domain where Data is transformed to Knowledge. Most of the work is automated while some needs manual interventions. It also provides a platform for businesses to blend their business intelligence and construct own system oriented architecture.

18. Input

19. Process

20. Process (continued)

21. Out Put

22. Out Put (continued)

23. How Stakeholders Benefit

24. Leveraging Businesses with opportunities

25. Facilitating Business to get things sorted

26. Measuring right value for money

27. Help Businesses to hit their targets regularly

28. Help creating strong bindings with consumers

29. Protect their Brand and hence their Business

30. Strategies Moves

31. To Achieve Goal

32. To Create Value

33. To Safeguard Business

34. Optimized and Manage Cost

35. Manage Threats

36. Balancing Cash-Flow

37. To Look at a Broader Horizon

38. Fight Competition

39. Take The Risk

40. And Managing It

41. Change Problems to Opportunities

42. Help identifying their real image

43. Business Plan & 9 Verticals for VALCM This can be looked as a serious Business

44. Value Customer Key Partners Activity Client Servicing Resource Channel Cost Revenue

45. Vertical 1: Customer Who are our Customers? All Businesses Large or Small Media Research Agencies Investors Planning and Audit Companies Celebrities , Politicians, Personalities Broadcasters, Media Planners and Media Buyers Public Relation Agencies and Publication Houses Advertising and Creative Agencies This list is big…

46. Vertical 2: Client Servicing What and how will we Serve Latest techniques SoD “Service on Demand” Establish KPO “Knowledge Process Outsourcing” RCeS “Remote Controlled e-Servicing” How will they be integrated with the rest Most of our product will be on a e-platform hence most of the client servicing will be integrated with the product itself.

47. Vertical 3: Channel What are the channel Internet is the core channel we will be using. Other channel such a print i.e. Research White Papers, Reports, Books and Periodicals Direct Communication and Client Presentations Seminars and Conferences Most of our are channels will be integrated Media is also one of the Prime channel but will be largely used to source Data and Knowledge.

48. Vertical 4: Values What Values will we add SaaS: Software as a service IaaS: Infrastructure as a Service Paas: Platform as a Service Coined Techniques and Methodologies Research Products and Services

49. Vertical 5: Activities What Activities will we carry. Research Product Development Platform Development Integration Planning Infrastructure

50. Vertical 6: Resources What Resources will we be using. Mass Media Print TV Radio Internet Open Source Tools and Platform to keep cost low People Computers and other Peripherals

51. Vertical 7: Key Partners The People Institutes People or Employees Vendors Outsourcing Topological Network Members

52. Vertical 8: Cost The bulk of the cost is the infrastructure Salaries Travels Media Research overheads

53. Vertical 9: Revenue Platform SaaS PaaS IaaS Research White Papers Product and Services Research Tools Periodicals and Books Client Servicing and KPO Consultancy

54. Summary Conventional mapping solutions are non-relativistic and lack integration. They bombard businesses with Data which is ambiguous. Businesses has to spend billions more to understand the data and generate value for it. Leveraging Business with wisdom and opportunities to make wiser decisions more effectively and quickly. Help channelizing their spends to gain optimized value. Help businesses understand Perceptions and not just generate numerical volumes.