Innovation in Software

Whilst it was announced by the conference itself a week or two back and it appeared via @vagueware, I realised today I’d not mentioned it here: I’m speaking at ThinkVisibility on the 12th September.

It’s the first scheduled talk I’ve done in a long while – perhaps the first I’ve done since I started attending/organising BarCamp conferences – so it’s a bit weird actually planning it all this far in advance. I am however looking forward to it, as my talk for online marketers is focused on a subject area I’ve not been able to discuss publicly for the several years I’ve been learning it.

Whilst I’ve sworn to the organisers that I won’t discuss Kagtum per se, a lot of my talk will focus on techniques and technologies that underpin it. My abstract reads like this:

Why do marketers exert more effort trying to convince people who have never heard of their companies – whether it be through SEO, CPC campaigns and building social media audiences – to spend money, than they spend using technology to understand people they already have a relationship with?

Do you know how many of your current customers or site visitors are pre-disposed to buying a particular type of product online? Do you have statistics on cross-selling opportunities at checkout? Do you even know where to find that data? Or how to use technology to make sure your e-commerce platform does?

Applied software engineering, advanced data sets and a little bit of lateral thinking means your website can do your customer’s searching for them, before they know they need to search for something themselves. All you need is a little bit of knowledge, a friendly developer or geek and a leap of imagination.

In a talk tailored for people who are more curious about what’s possible rather than studying the status quo, we’ll briefly cover how centuries old mathematics can help your online presence as much as it has helped your inbox stay junk-free, touch on collaborative filtering and the possibilities unlocked in your software through just one or two key pieces of information about a customer. Finally we’ll touch on how software can constantly learn about your customers and automatically work to increase conversions.

An abstract – and hopefully intellectually stimulating – talk, you might leave wanting to learn some maths and computer science to understand how your website can serve your customers better, even if the thought of such a prospect appals you right now.

I’ll be tweaking it a little bit as I always do when developing a talk properly, but that’s the main gist of it.

A short/cut-down version will probably get done as a screen-cast for some time in later September or early Ocotber, but if you want to hear the full thing or discuss what I talk about in detail in person, I’d suggest you go and register now. The focus is around online marketing and SEO, and my talk will of course reflect the audience who will be there, so if that’s your bag there should be plenty of other talks to grab your attention and make the fee worthwhile. I hope to see you there.

I’m planning on attending BarCamp Leeds this coming Saturday. I’m in the process of developing a talk and I have drafts on the following subjects:

• Futurology: why it’s so rubbish at predicting the future
• Creative and Innovative Thinking: How to come up with 100 sticky ideas before lunch
• Wikinomics (the book): A detailed synopsis

I can’t decide which to develop further. Whichever one I do will eventually be recorded as an online presentation and put up online somewhere I expect, so the question is:

Which one do you think I should do? Which one would you like to hear on Saturday (if you’re going to BarCamp) or in the coming weeks online?

Answers in the comments please…

UPDATE – with the verbal stuff coming via the back channel, it’s worked out broadly a tie. I’m going to make my mind up on the day, but all of them will eventually get recorded and put online