The Digital Helix by Michael Gale

Author:Michael Gale
Language: eng
Format: epub
ISBN: 9781626344655
Publisher: Greenleaf Book Group Press
Published: 2017-04-04T04:00:00+00:00

From Telescope to Living Microscope

In the pre–Digital Helix world, organizations went out searching for historical information and sources. This telescopic view most often involved collecting or even constructing findings via research and surveys. The only tricks were the illusions of finding the right representative samples of people or data and carefully looking at minimum statistically significant cells with moderate or even ridiculously low frequencies. This was, and in some cases still is, the nature of information gathering and even simulations. Sample sizes in the millions or testing and measuring hundreds of alternatives in near real-time was unfathomable due to costs and timing that would have produced findings long after the insights were needed. Digital not only changed this but also made it both feasible and cost effective to test hundreds or thousands of parameters in real time and to provide insights equally fast. In fact, brands, organizations, and even political campaigns are using this ability right now to query and test any number of variables, designs, and hypotheses they want moments after the thought pops into their heads. This living feedback can be and often is an interactive affair where brands and groups test and solicit conversations and insights from the customers and constituents they serve in real time. This is the living microscope where you can see the integrations, and it is the essence of themes and streams. Both the act of asking but also the undertaking of tapping into the places where people live online provides the rich, useful, and hyper-relevant insights needed to handle another aspect of the Digital Helix, in the moment and one step ahead.

In the digital era, sources and streams are everywhere. The real question is not about where and what to look for, but rather how do you zero in on the key nuggets that can impact your organization today and set the course for future growth?

Think of the odd contradiction we now have. Data and information is voluminous and everywhere, yet when you can find everything and track anything, what do you look for and follow? We live in a world where zettabytes of information are generated in weeks or days, if not minutes. Additionally, we can track, find, or follow how almost anything happens online via cookies and IP addresses, among others. All of this gives organizations tremendous power and a breathtakingly clear lens to tell us the exact moments that the most microscopic things happen. Think we are kidding? Read these three examples:

Netflix knows exactly the time you start to binge watch a show and is developing shows to meet a formula to get viewers hooked faster.

Grocery stores know what you are going to buy many times before you do and provide coupons to push brand choices for your next trip.

The New York Police Department knows where, when, and what types of crimes are most likely to be committed in the city and deploys police accordingly.

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