We were pleased
to see the post, Filtering
The Collective Preconscious: Darwin Ecosystem, by Cesar Brea. Cesar’s firm, Force Five Partners “designs, implements, and optimizes
multi-channel marketing programs to exploit today’s increasingly fragmented and
digitally-dominated channel landscape. Beyond driving for bottom line
improvements, we also build our clients’ analytics capabilities to sustain
these gains. This has become mission-critical as the expanded use of digital
channels forces marketers to sink or swim in oceans of data.”
Cesar has said that the next area of focus on the Web is analytics and
we were pleased to show him how the Darwin Awareness Engine works and very
pleased to see his response in this post. Cesar begins with a useful framework for look at content on
the Web (in his words)
Professional filters: we follow people whose jobs are
to cover an area. Tom Friedman covers international issues, Walt Mossberg
covers personal technology.
Technical filters: we use services like Google Alerts to tell us when there's
something new on a topic we're interested in
Social filters: we use services like Digg, Reddit, and Stumbleupon to point
us to popular things
Tribal filters: we use Facebook, Twitter, LinkedIn, and (Google hopes) Buzz
to get pointed to things folks we know and trust think are important
I follow all of these but an especially heavy user of the tribal
filter. When I first started a blogs six years ago people used to send me stuff
through email. Now my Twitter provide my favorite tribal filters. Cesar is one
of these.
Cesar goes on to write that in addition
to what gets through, there's how it's presented. He then describes Darwin’s
content filtering and visualization. Cesar concludes, “if you are responsible for syndicating and
helping users usefully navigate a highly dynamic information set collected
through a multitude of sources -- say, a news organization, a university, a
large consumer products or services firm -- and are evaluating monitoring
technologies, Darwin is worth a look.” We agree and greatly appreciate his
commentary.