2020-04-24 Meeting notes (ISI) Draft

Date

2020-04-16

Status of Minutes

Draft proposals for new business

Approved at:

Attendees

Voting?

iainh1 NA (Unlicensed)
Mary Hodder
John Wunderlich

Non-Voting?

Daniel Harris
Colin Wallis

Regrets:

Discussion Items

Time	Item	Who	Notes
10 mins	Roll call Agenda bashing		Thank you for joining the call today. This Work Group operates under the Non-Assertion Covenant IPR option found as an appendix to IPR Policies V2.0 that Kantara operates. The Group Participation Agreement memorializes your acknowledgment of the terms under which you participate in this Work Group. Every person who has acknowledged the GPA is listed in the Participant Roster, as a voting or non-voting participant. However, there are circumstances, such as in-person workshops or calls where non-participant guests may be present who have not acknowledged the GPA for this Work Group. Every person on this call is strongly encouraged to acknowledge the GPA for this Work Group prior to any form of participation. If you have not, or do not wish to, please Note Well the following before you participate in any form. 1) in accordance with the Kantara Initiative IPR Policies V2.0, all contributions by voice are valid contributions alongside the much more preferred written contributions and while you still retain your IP, you grant Kantara copyright equivalent to the terms of the Non-Assertion Covenant without further condition or reservation. 2) it is your own IP and not another party's IP 3) such contributions are not confidential or otherwise subject to the limitation in its distribution, including pricing or other competitively sensitive information. Again, if you are uncertain about any matters, please remain silent and do not contribute anything in writing. 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. Those attempts that have been made to launch Intentcasting businesses have not done a sufficiently good job as to gain traction; albeit on this Project VRM list of Intentcasting businesses there are some significant businesses (albeit those typically have the 4th party model and are often funded by targeted marketing). https://cyber.harvard.edu/projectvrm/VRM_Development_Work#Intentcasting Given this it may be that we wish to/ need to tighten up on the definition of Intentcasting. 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 meeting	All	*** Next call 2020-05-15 10:30 am Eastern DAYLIGHT Time https://www.gotomeet.me/KantaraGTM2/isi-wg-intentcasting