{"id":217,"date":"2013-02-05T13:57:03","date_gmt":"2013-02-05T04:57:03","guid":{"rendered":"http:\/\/jkthinks.synology.me\/?p=1450"},"modified":"2020-09-04T23:21:27","modified_gmt":"2020-09-04T23:21:27","slug":"interest-graph-very-common-but-difficult-direction","status":"publish","type":"post","link":"https:\/\/www.jkthinks.com\/?p=217","title":{"rendered":"Interest Graph: Very Common But Difficult Direction"},"content":{"rendered":"

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Marissa Mayer mentioned<\/span> interest graph as one of important directions<\/span> for internet service providers. The word itself is not new but its nuance is <\/span>a little<\/span> different from <\/span>the<\/span> remarks of other experts. <\/span>This is b<\/span>ecause she experienced the real world of contextual play <\/span>at<\/span> Google as <\/span>th<\/span>e head of search business. Many people know what the concept is but most do not know how it can be obtained or how to monetize through<\/span> its analysis.<\/span><\/p>\n

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According to wikipedia<\/span>, <\/span>an<\/span> interest graph is “<\/span>the specific and varied interests that form one\u2019s personal identity, and the attempt to connect people based on those interests”. For example, if you really like jazz and are always on Spotify to listen to your<\/span> favorite songs, your interest is jazz. By purchasing<\/span> digital contents such as MP3 formatted songs or video files or actual products that you bought at Wall-Mart or any other internet shopping mall, you have provided a lot of information to them. Now, they try <\/span>to analyze this information to know you more. To be specific, service providers want to be familiar with meaningful result, which can be utilized for several business models. <\/span><\/p>\n

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However, <\/span>it is not easy to <\/span><\/span>know the customers’ actual preference just by <\/span>analyzing the interest graph<\/span>. There are many information <\/span>so<\/span> accessing th<\/span>e<\/span>se data is not a big problem. <\/span>Like<\/span> the words, “garbage in, garbage out”, the quantity of data is not <\/span>a<\/span> critical point. What companies really want to get is <\/span>the<\/span> consistent and relevant information about each user. I would like to focus on this seemingly issue about the interest graph. Why is it difficult to obtain “consistent and relevant information”?<\/span><\/p>\n

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First, people use specific service for their preference. <\/span>Some people watch<\/span> video files through Netflix while others use Hulu. Sometimes the service provider could be Youtube. Because there<\/span> is a <\/span>specific difference between th<\/span>e<\/span>se services, users <\/span>can<\/span> change service providers. To top it off, their service usage are separate from search to feedback. In my case, I <\/span>like<\/span> to find what I want to read through Google search engine. After <\/span>I check<\/span> out which site <\/span>provides the selected book the cheapest<\/span>, I order the book<\/span> from <\/span>the site that I <\/span>selected<\/span>. And I <\/span>would<\/span> write the summary or <\/span>comments<\/span> about the book <\/span>on<\/span> my blog. Through this process, who can know my reading style. This is the reason why many people and companies focus on search services and curation services. Among these services, some companies successfully intrigue users’ interests and motivate them to take part in services actively by customization and compensation. <\/span><\/p>\n

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Second, it is difficult to obtain data maintained for a comparative<\/span>ly<\/span> long time. Even though I can grab the <\/span>entire<\/span> value chain or usage process about a user, the credibility of analysis result comes from sufficient retention time<\/span>. Without collaboration or innovative complement method, <\/span>service provides<\/span> without sufficient users who have loyalty to a service cannot actualize the interest graph. Interestingly, Marissa Mayer transformed Yahoo’s mail service as the first change after <\/span>her<\/span> designation of the CEO of the company. Among a lot of silos, Yahoo’s e-mail service seems to be one of <\/span>its <\/span>reliable option to leverage its user pool to revitalize Yahoo’s contents delivery power. Whether it is a stepping stone for the interest graph or not, I think that Marissa Mayer’s choice will be strategically effective to attract its present <\/span>and<\/span> past loyal users. <\/span><\/p>\n

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Lastly, the interest graph is based on personal information, which is very sensitive and sometimes <\/span>brings<\/span> about serious privacy issues. Recently there <\/span>has been an<\/span> issue between <\/span>the<\/span> French government and Twitter. Many governments think that it is very problematic for their <\/span>citizens if their information is provided<\/span> <\/span>to other countries by the service provider<\/span>. <\/span>A big brother cannot be welcomed by anyone<\/span>. <\/span>People do not want to be infringed from service providers, which always seek information from their customers or users for multiple objectives. Although many service providers get admission from their users about agreement of personal information provision, it is not sufficient for service providers to conduct more valuable tests. For<\/span> this reason, some big players operate their services by establishing regional entities. <\/span><\/p>\n

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Regardless of various limit and issues, the interest graph is <\/span>a<\/span> very attractive strategic direction to follow <\/span>on<\/span> a business side. If it successfully works, it will activate users as well as attract them. <\/span><\/p>\n

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P.S. You can check out Marissa Mayer’s <\/span>comments from <\/span>the following <\/span>website<\/span>.<\/span><\/p>\n

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http:\/\/cdn.videos.bloomberg.com\/NxMHhwODrWHsci-oeVXyRfsUcUAtmBpy\/DOcJ-FxaFrRg4gtDIwOmw3OjBrOzouBm<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

  Marissa Mayer mentioned interest graph as one of important directions for internet service providers. The word itself is not new but its nuance is a little different from the remarks of other experts. This is because she experienced the real world of contextual play at Google as the head of search business. Many people […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[3],"tags":[],"_links":{"self":[{"href":"https:\/\/www.jkthinks.com\/index.php?rest_route=\/wp\/v2\/posts\/217"}],"collection":[{"href":"https:\/\/www.jkthinks.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.jkthinks.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.jkthinks.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.jkthinks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=217"}],"version-history":[{"count":1,"href":"https:\/\/www.jkthinks.com\/index.php?rest_route=\/wp\/v2\/posts\/217\/revisions"}],"predecessor-version":[{"id":348,"href":"https:\/\/www.jkthinks.com\/index.php?rest_route=\/wp\/v2\/posts\/217\/revisions\/348"}],"wp:attachment":[{"href":"https:\/\/www.jkthinks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=217"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.jkthinks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=217"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.jkthinks.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=217"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}