Mobile Marketing - Move with your Customers or Lose them!

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Location based marketing provides insight into one very important question. Where & When are your customers? Using tools like foursquare, Facebook deals, QR Codes a marketer can invoke action and engage customer or find new

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Mobile Marketing Move with your customer or loose them! Skeeter Harris | Mac Village Productions

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A webinar I hosted on Thursday 26th October talking about the future of social media and dark data. As more customers switch to private messaging apps, brands are no longer in control. This creates all kinds of ethical and moral challenges, not to mention the creative ones. Essentially, brands now need to provide more value than they capture. They need to give something useful BEFORE they ask for your personal details. (85% of B2C consumer conversations in some areas are now on private messaging apps and not visible on public social networks)_.

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In an increasingly interconnected and human-modified world, decision makers face problems of unprecedented complexity. For example, world energy demand is projected to grow by a factor of four over the next century. During that same period, greenhouse gas emissions must be drastically curtailed if we are to avoid major economic and environmental damage from climate change. We will also have to adapt to climate change that is not avoided. Governments, companies, and individuals face what will be, in aggregate, multi-trillion-dollar decisions. These and other questions (e.g., relating to food security and epidemic response) are challenging because they depend on interactions within and between physical and human systems that are not well understood. Furthermore, we need to understand these systems and their interactions during a time of rapid change that is likely to lead us to states for which we have limited or no experience. In these contexts, human intuition is suspect. Thus, computer models are used increasingly to both study possible futures and identify decision strategies that are robust to the often large uncertainties. The growing importance of computer models raises many challenging issues for scientists, engineers, decision makers, and ultimately the public at large. If decisions are to be based (at least in part) on model output, we must be concerned that the computer codes that implement numerical models are correct; that the assumptions that underpin models are communicated clearly; that models are carefully validated; and that the conclusions claimed on the basis of model output do not exceed the information content of that output. Similar concerns apply to the data on which models are based. Given the considerable public interest in these issues, we should demand the most transparent evaluation process possible. I argue that these considerations motivate a strong open source policy for the modeling of issues of broad societal importance. Our goal should be that every piece of data used in decision making, every line of code used for data analysis and simulation, and all model output should be broadly accessible. Furthermore, the organization of this code and data should be such that any interested party can easily modify code to evaluate the implications of alternative assumptions or model formulations, to integrate additional data, or to generate new derived data products. Such a policy will, I believe, tend to increase the quality of decision making and, by enhancing transparency, also increase confidence in decision making. I discuss the practical implications of such a policy, illustrating my discussion with examples from the climate, economics, and integrated assessment communities. I also introduce the use of open source modeling with the University of Chicago's new Center on Robust Decision making for Climate and Energy Policy (RDCEP), recently funded by the US National Science Foundation.

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