Archive for the ‘Business and market intelligence’ Category

June 7, 2016 @ 8:51 am
posted by Barry Sideroff


The effective use of data and technology are essential to digital-era success. However, human intelligence, gained through experience, remains essential in interpreting that data and deploying that technology.

To get a sense of what big data is, consider the vast, fragmented, often underutilized storehouses of information that businesses collect from online and off-line POS systems, product registrations, customer service call logs, and other sources. Then, add the real-time info generated as individuals engage with brands and more importantly, with each other, across digital, social and mobile touch points.

Big data is today of such unprecedented volume, variety and velocity that it strains even the largest enterprise’s capacity to extract deep insights and actionable understanding. It is not valuable for what it is but for what it makes possible.

It’s the insights we glean from it that will have unprecedented influence on how we serve consumers. And what’s most exciting is that this is being enabled today by technology that allows data to be transformed from its raw state to a usable form.

IBM’s Watson, for example, which utilizes cognitive computing / artificial intelligence to enable partnerships between people and computers, is transforming how companies leverage and deploy data. Amazon, Facebook, Google, Microsoft and HP are also investing big time in AI solutions.

By serving up previously hidden insights, big data may actually allow marketers to become more creative and to understand the consumer so fully that even right brain-generated breakthrough ideas carry less risk and promise more reward than ever before. In the end, your ultimate payoff will come not from the fact that you’ve mastered big data, but in the reality that you’ve achieved big understanding.

That’s when human intelligence comes in. Intelligence gained through real-world experiences with Fortune 500 to mid- and small-sized companies is applied. That’s where DVI can help!

Note: This blog is extracted from Rocket Fuel to Ignite Your Business, authored by B. Sideroff and G. Verdino, with updates. 

August 19, 2013 @ 1:27 pm
posted by Barry Sideroff

DVI is now a channel marketing partner of iNovum, LLC, based in Saratoga Springs, NY, enabled to see the full suite of Mind Genomics® solutions described by Malcolm Gladwell as “the next generation of predictive analytics”.

Developed by Dr. Howard R. Moskowitz, Mind Genomics is a quantitative, empirically based profiling methodology which cuts across traditional demographic, psychographic and behavioral segmentation by aligning directly with individual mind-sets. It can be applied to any B2C or B2B category to improve return on marketing investments.

How Mind Genomics Works

Mind Genomics is built on the science of Rule Developing Experimentation (RDE) created by Dr. Moskowitz in cooperation with Prof. Jerry (Yoram) Wind of the Wharton School of Business. It is based on the principle that perception drives behavior, purchase and consumption. It uses a variation of conjoint analysis as its statistical basis.

About H. R. Moskowitz, Ph.D.

Dr. Moskowitz is Chairman of iNovum, LLC. He is an experimental psychologist and an inventor of world-class marketing research technology. Howard holds a Ph.D. from Harvard and lectures there and at Wharton. He’s won numerous awards, including the David R. Peryam Award and the Charles Coolidge Parlin Marketing Research Award for his substantial contributions and dedication to the advancement of marketing research practices. Most recently, Howard won a Bronze Edison Award based on work done in the emerging science of Mind Genomics and the technology of informatics.

To learn more about Mind Genomics, contact Barry Sideroff at [email protected]