Marketing has long been driven by historic data, with a lot of survey research and polling.
But the volume and kind of data that we are beginning to acquire is vastly increasing, producing information overload for business managers; already stretched by the pace of market change.
This requires more relevant and improved analysis of shared real time business processes, that stretch beyond the four walls of the enterprise.
Computer technology must be able to address business process dynamics, because that’s how work is done in the real world.
The kinds of questions we need to ask are much more sophisticated and require a shift in thinking “how will business manage organic business processes into the future”?
What are Organic Business Processes?
Organic business processes are business processes that begin, grow and contract dynamically and continuously to uncertain market demand.
Computer technology looks to apply certainty to what is an increasingly uncertain world.
This is because computer software applications are designed for predetermined outcomes that comprise of fixed roles, fixed rules, fixed relationships and fixed workflows.
But We Got It From A Poll
Sociologists and market research companies have been studying social networks for decades.
Providing they can cleanse the data and ensure its relevancy, they can tell you what happened, how it happened; but never why it happens in that particular way.
Why were the first motor cars six seaters?
Why do the British and Australians drive on the left side of the road?
No amount of mechanical analysis will give you answers to these questions; because the answers come from outside of the system, never from within it.
to conserve space, I’ll leave you to Google the above; you’ll probably be surprised by the answers.
The Internet Gospel
Sociologists and market research companies would have us believe that because we now (with the advent of Internet) have a lot more data than was previously available to us; we should be able to get better and more informed results.
Unless you can understand the dynamics of the system and its processes you will never get the results these researchers are now claiming.
To achieve the results they are describing you would have to know and understand the cascading dynamic interactions, cycles, feedbacks and behavior patterns within the system you are trying to analyze.
An example of this dynamic is word of network (Internet) influence.
Influence propagates through a network in same way an infectious disease does – going viral.
The viral phenomenon of Susan Boyle is an example of viral media: the YouTube videos were forwarded millions of times around the world, the web became the primary medium of information diffusion.
In hours, family and friends referred the videos to family and friends until the videos had crossed continents and culture barriers.
Mass media that pick up on this diffusion early then report on it, which aids in the dissemination, but is no longer solely responsible for it.
For A Bit of a Laugh
For those that haven’t seen it, here’s a video that went viral … worth a look, and why not practice the act of new world market research and pass it on … “Cheap flights”