Future of Marketing/マーケティングの未来

When I was brainstorming marketing plans of my web service, one YouTube video caught my attention. The video was about the presentation by Maciek Laskus in Web3 conference. You can watch this video if you have time but I will explain the important concept here. The key concept is ID graph. ID graph is like a comprehensive understanding of all of the identities you have. This gives a marketer ideas of how one person is perceived by rest of the world. Using the ID graph, it is possible to anticipate what a person wants next and use the information and do intent marketing effectively.

This is the dream of marketing. If we can shoot ads to users’ intents, advertisements will no longer be something annoying from outside of the community. I want advertisements to be contents which users enjoy and actually get what they want.

He also talked about one interesting theory about attention. He mentioned that status of a person in any group can be explained mathematically. According to him, your hierarchy in a group is determined by how much attention your group gives to you and how much other people are receiving attention. This is now easy to measure because communication is happening digitally among people. Since attention is scarce for a person, the amount of paid for you in a group gives you status. This is extremely interesting theory because if we can calculate status of a person in different groups, we can anticipate who are more likely to make decisions in a group. This means we can anticipate what kind of decisions are likely to be made by analyzing these decision makers.

Even though it needs a lot more research and information, ID graph is definitely interesting technology and I want to see how this would change our digital life. My explanation might be too broad so if you are interested in this, watch the video from the link below!

自分のマーケティングのやり方を考えている時に、YouTubeですごく興味深い動画を見つけて、衝撃を受けました。Maciek Laskus氏がWeb 3 Summitでプレゼンしている映像なんですけど、ID Graphの説明と有用性を色々な角度から説明していてとても勉強になるんで皆さんも見てくださいね!

ID Graphの説明を簡単にすると、データの海に漂う個人に紐付く様々な匿名性を持つ複数のアイデンティティを特定して個人が持つ情報を立体的なグラフで纏めれる技術です。この技術を使うことで、ユーザーが次に何を知りたがるか、購入したいかの予測が立てる事が可能になり、Intent Marketingの完成形を作れるのでは、と僕は一人興奮していました。

Maciek Laskus氏はもう一つAttentionについての面白い理論を説明していて、僕が一番おもしろいなと思ったのは、人間社会のどの様なコミュニティや団体でも個人のヒエラルキーの立ち位置即ちステータスは数学的に計算が可能という事です。この理論は人間の注意力(Attention)が有限である事を前提に、個人がグループの中で他の人達からどれだけ注意力を貰っているか、そして他の人たちがどれだけ注意力を貰っているかをオンラインで行われた会話のデータを基に計算するというものです。最も注意力を貰っている個人はその特定のグループの中で何らかのステータスを得、意思決定などを任されるようになります。



僕のウェブサービスについて About my Web Service

I was thinking of all the small annoying things in my life and realized it is not so hard to make businesses from these little obstacles in our lives. From ancient times, humans always have been inventing ways to live conveniently, and it has reached to technology where human “outsource” their necessary tasks to complex computation system or AI systems in a much broader context. This is where people get the wrong image of AIs taking people’s jobs away. However, AIs would only do the jobs which can be easily substituted by computation and that is something you are not supposed to be doing. Every time new technology comes in place, there is always something which has to be passed to the past. The key concept I always have in my brain is the fact that AIs are all crystallization of the data collected by all the people in the current & past world including us.

Anyway, the idea of my web service is something which can do decision making process for the users. Decision making can be annoying because decision always comes with consequences and responsibility. I thought if I can take part in some of the decision making situations for people, that would save time for them to focus on other stuff in their lives. I will gradually tell about my ideas but I do not have enough space for that today.

Let me know if there is anything annoying in your life in the comments!

Can be small, anything is welcomed!!!




さて、僕の考えが雑な文体ながら伝わったところで、僕のウェブサービスの土台の考え方について話したいと思います。普段から色々考えてるわけでもない僕なんですけど、一番ストレスになる日常の行動は何だろうと考えたときに浮かんだのが次に何をするかの意思決定に伴うストレスだったんです。意思決定には結果と責任が必ずペアでついてきます。僕はこの意思決定をユーザーの代わりにできたらいいなと思いWeb Serviceを作ることを決心しました。ここですべて話してしまうと後々書くことが無くなるので徐々に公開しますが、すごく面白いものができる確信を僕はしています。








Thank you for choosing my blog from enormous number of blogs.

Come back to read my blog whenever you have time 🙂

Even though I would be writing about my web service a lot, I would talk about my experience as a Japanese student in University of Washington as well.

Done for today, I would be talking a little more about my web service in my next blog.