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Date

2020-04-16

...

  • Daniel Harris
  • Colin Wallis

Regrets: 

Discussion Items

Time

Item

Who

Notes

 10 mins
  • Roll call
  • Agenda bashing


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4/24:

 min

Intentcasting Background and Review

iainh1 NA (Unlicensed)

What i’d like to cover in our call is ‘why has intentcasting not happened before/ taken off?’. After all, we’ve been talking about it since 2008 in Project VRM, and before in a few other contexts; and the core idea that an individual should be able to safely and securely broadcast their buying intentions and get relevant responses makes perfect sense; doesn’t it?

That’s so that we can include that in our workgroup report as historical context, and see if we can tease out the blockers/ barriers that would need to be overcome for the capability to emerge at scale.

I suggest we use this post as our start point. Maybe Doc has other definitional material in The Intention Economy?

https://cyber.harvard.edu/projectvrm/Intentcasting 

Already flagged reasons why Intentcasting reasons has not yet taken off would include:

- the name is unclear/ confusing...
- it’s not well enough defined…
- i’m not sure what products or services I buy this would be relevant to...
- there are no technical or data standards to make services easy to build…
- we’d need to be able to move our data between providers so as to not be locked in...
- Google does a good enough job with Search...
- none of my existing suppliers work this way…
- the CRM software/ service providers don’t have that functionality in their systems…

No doubt i’ve missed a few.


Discussion on Call

We discussed the reasons why Intentcasting has not taken off so far. Further questions arose around ‘who has tried it, and what happened?’.

IH flagged that the term has been around since the early days of Project VRM in 2008; and firmed up on as a more general ‘space’ in Doc’s book The Intention Economy in 2011.

Reasons suggested included:

Google search is good enough for most people/ most needs, at least as a start point.

The concept did exist in eBay (Saved Searches, Product Matching, Alerts), has been generally absorbed into that platform over time and is not seen as a distinct function in its own right. Also exists to some extent in Amazon with Wish Lists, Gift Lists, Save in Basket etc); albeit that is within a silo.

Marketing teams are often young, inexperienced, in situ for short durations, and fixated on what they are led towards by the Adtech and Martech providers.

Typical marketing metrics don’t look outside the box and all support the current model.

Daniel also asked for clarification on the process we are trying to follow to generate this report and spec. Iain to write up/ discuss on next call.


Next meetingAll

*** Next call 2020-05-08 15 10:30 am Eastern DAYLIGHT Time

https://www.gotomeet.me/KantaraGTM2/isi-wg-intentcasting

...