VLSCMVery Large Scale Communication Mapping

A Neurological Approach

Dr. Anar D. Rupji

Agenda• The Concept• How to do it• How Stakeholders Benefit• Business Plan & 9 Vertical• Summery

The ConceptMedia is always broadcasting… largely what Businesses have to say. This broadcast creates different Perceptions amongst Consumers. My objective is to map these Perceptions and create a platform for Businesses where they can then blend their Intelligence with the knowledge that can be gather to generate Wisdom.

Wisdom which can be used to make strategies decisions more efficiently and quickly.

Make Businesses Wiser… That’s My Mission…

The Concept

Media Universe

They Broadcast… That’s their job

Business FraternityThey largely use Media as a medium to communicate to Consumers. There may exist a weak link between what business wants to communicate and what media actually communicates.

ConsumerReceives Media broadcast and create Perceptions. These Perceptions are random and difficult to control. My objective is to mapping these perceptions and connect a link between consumers and the business fraternity

VLSCM

Mapping the broadcast created by media, compare it with the communications business intended to communicate, and map the Perception the communication actually created. In the process find the missing links in the overall communication process.

The Concept

Prosumer: • Prosumer is God, He is everywhere. He is

everybody. He knows everything. He can take any Avatar. He is the creator. He is the protector. He is the controller. He is the destroyer. He doesn’t have any boundaries. He exists in this Prometheus virtual world. He has the power of masses….. He is you. He is me He is everybody.

The Concept

Media: • They are the message carriers and carry

messages what the Businesses has to say. They are largely categorized in two parts Paid Space and the Non-Paid Space. The Paid Space comprises of Advertising, Promotions, Sponsorships, Events, etc. the Non-Paid space comprises of Public Relations, Business Communications, etc... each one of them having their own Media Vehicles and Business Economics.

The Concept

Business Fraternity: • They are most important stakeholders and bulk

of client base, surviving together as an industry and competing within as Businesses and Brands. The other parts are the Government and the Legislation which are controlling them. Businesses are the ones who want to speak or send messages across, and they use Media as a medium.

The Concept• Brand today has become serious concern

for Business. And with fragmented communications channel it is becoming further difficult for Businesses to manage issues and have a reasonable Reason for Existence.

• Businesses need to know what consumers are thinking, how they behave, the “Neurological study of how consumers behave is the Mantra.”

The Concept• Consumers are incredibly powerful and their

behavior has massive impact not just on businesses but on society as a whole.

• Consumers are drive by communication, communication drives perception, perception drives consumption and purchase.

• With no one to buy there is nothing to sale. Similarly when no one is listening there is no point shouting (Media communication, advertising, PR).

The Concept• Today the Consumers Behavioral has

changed, they have become more vigilant, fortunately or unfortunately they control the larger end of the stick.

• Business hence has to look at them with different dimensions, different frame of reference.

• The classical or the conventional way will not be sufficient to answer questions they face. A referential frame is the need of time.

VLSCM“Consumers are Commerce”, and most important link driving Business and Brands. Consumers constantly innovate and Businesses today are trying to guess and understand their taste. And to keep up the pace they are constantly launching new product, brands, but there is a problem… majority of them fail. • They fail because the consumer dint want it• The market is missed • The time is miscalculated or the price is wrong.

VLSCMVALCM is an attempt to answer few questions, gain some power, manage and control issues Business face today and leverage them with opportunities.

Leveraging Wisdom…

How to do it

Content

Data

Intelligence

Knowledge

Wisdom

The Value CalculusWisdom

Knowledge

Intelligence

Data

Content

The Pyramid & Vigilance: Conventional media research agencies provide businesses with Data. Intelligences is what Businesses always have, no one can teach them that. VLSCM will help Businesses to climb two level up the pyramid, increasing their potential and gaining advantage, vigilance and opportunity to see further where others cant.

Helping Businesses to Create Future and not only Predict it…

Data with Intelligent

can see only current

Opportunity

Wisdom will see future

Opportunity along with the current

one.

The System Schematic

InputInputProcessProcess OutputOutput

Neuromers

BuzzAngels

Prosumer Matrix

Business Logics

Data Aggregation Systems

Data from Media Universe is pumped into the system using different innovative techniques & coined methodologies.

Data Aggregation Systems

Data from Media Universe is pumped into the system using different innovative techniques & coined methodologies.

Semantic Engineering

Machine Learning De-

learning & Teaching

Data Transformation System

This is the domain where Data is transformed to Knowledge. Most of the work is automated while some needs manual interventions. It also provides a platform for businesses to blend their business intelligence and construct own system oriented architecture.

Data Transformation System

This is the domain where Data is transformed to Knowledge. Most of the work is automated while some needs manual interventions. It also provides a platform for businesses to blend their business intelligence and construct own system oriented architecture.

Perception Canvas

Monitoring & Measurement Systems

Consultancy & Client Servicing

Knowledge Engineering

This is the domain where businesses can blend their business intelligence with the knowledge we provide to gain wisdom. This is a platform to carry out their own analytics with on demand services. This domain has great scope for Knowledge innovation and revenue generation.

Knowledge Engineering

This is the domain where businesses can blend their business intelligence with the knowledge we provide to gain wisdom. This is a platform to carry out their own analytics with on demand services. This domain has great scope for Knowledge innovation and revenue generation.

On Demand SurveyContent Analyst

Modeling Systems

Indexing & Tagging Systems

Relational Systems

Logic & Decision Architecture

Loopback & Loopforward

Storage & Archival

Quadrant Systems

Knowledge Engineering

Perception Framework

Visualization Tools

Research

Periodicals & White Papers

Neuro-Linguistic Programming

Input

•This is a topological system to understand the Psychographics, Neuroeconomics, and Social Background of consumers .

Neuromers•This is

a topological id based on Perturbation Theory, i.e. system to understand how Perception propagates, within Consumers, within Mediums and the Domain as a whole.

BuzzAngels

•This is a system composing of certain strategies, tie-ups hardware and software to understand the buying habit, patterns, and behavior

Prosumer Matrix

•This is a platform where business can define the perception architecture to gain and leverage control.

Business Logics

•This is a systems for media mapping (monitoring, measuring and analyzing)

Content Analyst

Process

•It is a methodology to define data requirement needed to support business process. It not only defines the structure but the relationship between them.

Modeling System

•Specialized systems to relate data or have a referential approach between data sets and different channels to have a complete 360o view.

Relational System

•Categorizing and sequential arrangement of data for effortless data and knowledge management.

Indexing & Tagging

•Strategic methods to handle volumes of data volumes, duplications. It will also manage data lifecycle.

Logic & Decision Architecture

Process (continued)

•System for data Amplification.

Loopback & Loopforward

•Multi dimentional approach for transforming datasets to knowledge.

Semantic Engineering

•Systems that learn de-learn to optimize knowledge.

Machine Learning De-Learning &

Teaching

•To store and archive relevent data for future use.

Storage & Archival

Out Put

•Complete end to end planning, mapping and management solutions.

Perception Canvas

•Specialized methodology to understand a particular scenario using co-ordinate systems.

Quadrent Systems

•Systematic study and integration of .

Knowledge Engineering

•Framework of integrated platforms.

Knowledge Framework

•Generate data understanding and Analytics.

Visualization Tools

Out Put (continued)•S

ystem for media and content monitoring, measurement and analysis

Monitoring & Measurement

•Day on day CS activity but with a new approach. Where we can predict and understand the client needs. “Understand What Client Wants”

Consultancy & CS (RCeS)

•Survey systems can be done on request any time anywhere.

On-Demand Survey

•Research based knowledge generation in form of whitepapers and strategic reviews related to sectors, industry, business etc. can be published.

Periodicals & White Papaers

•Platform for programming consumer’s brain so as to achieve desired action.

NLP

How Stakeholders Benefit

Leveraging Businesses with opportunities

Facilitating Business to get things sorted

Measuring right value for money

Help Businesses to hit their targets regularly

Help creating strong bindings with consumers

Protect their Brand and hence their Business

Strategies Moves

To Achieve Goal

To Create Value

To Safeguard Business

Optimized and Manage Cost

Manage Threats

Balancing Cash-Flow

To Look at a Broader Horizon

Fight Competition

Take The Risk

And Managing It

Change Problems to Opportunities

Help identifying their real image

Business Plan & 9 Verticals for

VALCM

This can be looked as a serious Business

Cost Revenue

Value CustomerKey Partners Activity Client Servicing

ResourceChannel

Vertical 1: Customer • Who are our Customers?– All Businesses Large or Small – Media Research Agencies– Investors – Planning and Audit Companies– Celebrities , Politicians, Personalities– Broadcasters, Media Planners and Media Buyers– Public Relation Agencies and Publication Houses– Advertising and Creative Agencies– This list is big…

Vertical 2: Client Servicing • What and how will we Serve– Latest techniques SoD “Service on Demand”– Establish KPO “Knowledge Process Outsourcing”– RCeS “Remote Controlled e-Servicing”

• How will they be integrated with the rest– Most of our product will be on a e-platform hence

most of the client servicing will be integrated with the product itself.

Vertical 3: Channel• What are the channel – Internet is the core channel we will be using.– Other channel such a print i.e. Research White

Papers, Reports, Books and Periodicals– Direct Communication and Client Presentations– Seminars and Conferences

• Most of our are channels will be integrated • Media is also one of the Prime channel but

will be largely used to source Data and Knowledge.

Vertical 4: Values• What Values will we add– SaaS: Software as a service– IaaS: Infrastructure as a Service– Paas: Platform as a Service– Coined Techniques and Methodologies– Research – Products and Services

Vertical 5: Activities• What Activities will we carry.– Research – Product Development– Platform Development– Integration – Planning – Infrastructure

Vertical 6: Resources• What Resources will we be using.– Mass Media• Print • TV• Radio• Internet

– Open Source Tools and Platform to keep cost low– People– Computers and other Peripherals

Vertical 7: Key Partners• The People• Institutes • People or Employees • Vendors• Outsourcing• Topological Network Members

Vertical 8: Cost• The bulk of the cost is the infrastructure • Salaries• Travels • Media • Research overheads

Vertical 9: Revenue• Platform– SaaS– PaaS– IaaS

• Research White Papers• Product and Services • Research Tools • Periodicals and Books• Client Servicing and KPO• Consultancy

Summary• Conventional mapping solutions are non-

relativistic and lack integration. They bombard businesses with Data which is ambiguous. Businesses has to spend billions more to understand the data and generate value for it.

• Leveraging Business with wisdom and opportunities to make wiser decisions more effectively and quickly.

• Help channelizing their spends to gain optimized value.

• Help businesses understand Perceptions and not just generate numerical volumes.