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Xtract listed as one of the hottest 100 private companies in Europe at 2008 Mediatech 100: http://www.libraryhouse.net/mediatech/2008/mediatech100/

Last night I had a great time listening to Marc Davis, Chief Scientist of Yahoo!, talking about the new developments that they have been cooking at Yahoo! However, the night was first started with two presentations from Idean, who also paid for the pints – thanks guys! So, where is all this free beer and good talks? At MobileMonday, which returned to the roots of where it all started – Molly Malone’s Irish bar in Helsinki.

Marc Davis at MobileMonday in Helsinki

Marc started his presentation of by outlining Yahoo!’s visions of how to combine social networking and mobile into something that is ubiquitous and easy to use and develop for. I’ve always viewed the mobile phone as very good tool for social networking. Of course, you can call your friends, but I’ve also been texting to them for over 10 years now by both SMS and email, nowadays I can do video calls from the mobile too. So how is that changing? Well, I guess it isn’t. We’re just adding more ways to communicate to the same device. Which, let’s face it, is not a mobile phone anymore, but the most personal computer you have.

Marc also told us about Australian Aboriginal tribe, the Achilpa. They carry a sacred pole with them all the time as they wander around the desert to find food and water. To them, the pole marks the center of the universe – Which is very convenient as they never get lost (unless the pole breaks). “Where ever you go, is the center of the universe. And your people are always with you.”

The mobile has definitely become our sacred pole. (What three things do you take with you always when you go outside your home?) If our modern pole breaks, or runs out of battery, we would be lost and without any contact to our people.

However, is it too easy to think that you are in contact with our friends and loved ones if you just check their Pulse? I sometimes think that we are becoming more and more like the people in Solaria, a world envisioned by Isaac Asimov. Solaria is a world that is extremely sparsely inhabited and the people never meet each other in person, only through holographic viewing systems. They even have strong phobia about meeting in person. Isn’t this the direction we are going? Soon all that is required is to broadcast yourself and read the Pulse of your friends? And, in the best or worst case – depending how you look at it, that Pulse is already filtered by some ingenious system that tells me what is important.
I hope not. However, even though it was very nice to go home and give my wife an old fashioned analog hug, I have to admit that I’ve been away from home so many times that to be able to send at least digital hugs is very welcome.

What about the bag of ideas? Well Marc gave a good presentation of new Yahoo! technologies, like BluePrint and Fire Eagle. Take a look, and I’m sure you will get some great ideas. I did.

Benoît Méli fait un reportage sur les tendance du marketing digital au salon Online Marketing Düsseldorf, où il y interview trois “acteurs européens innovants”, l’un des trois étant Xtract. Sa traduction décrit clairement notre approche:

“Notre approche est différence de l’approche traditionnelle du marketing digital, car nous ne nous basons pas sur les contenus d’une page Web ou des résultats de recherche, mais sur les comportements des internautes sur les sites du Web social.”

En effet, notre solution analyse les comportements sociaux des internautes pour trouver les utilisateurs Alpha, qui sont les influenceurs des sites en question. Ca fait plaisir de lire news sur Xtract en francais!

This was now our second real stand (the first being last year’s 4m2 at Mobile World Congress in Barcelona) and our first time in the context of online. The next one will be in Adtech, NY, November 3-6th 2008.

OMD was A LOT bigger, than I was expecting. It’s funny when suddenly all these digital companies meet, and everything which before seemed so virtual felt so real. There might to be a market around online marketing, after all. LOL

So, the stand…
This time, we (Richard Sirén from Pen&Hammer and myself) designed the stand using some interesting material: foam. Two types of Polyether foam actually, the white ones were made of mattress foam and the red ones of sponge foam.

We sketched and designed  four little people: man and woman hands down, and man and woman waving. These little foam people were ordered from a company who makes mattresses and sponges. “400 of these, please!”
Turned out quite voluminous! I was then supposed to take these with me from Helsinki to Düsseldorf. Now, that’s about 4 of the largest trash bags. I asked DHL and UPS for an offer and they gave me an estimate which was over 1000 euros! For 5kg!? They call it dimensional weight. Luckily, airberlin didn’t have anything like this. “It’s all about the kilos”, their customer service told me, “it can be 10 bags, as far as the total weight is below 20kg”.

In Düsseldorf, people seemed really friendly! At least, everybody was smiling at me as I was walking around with my luggage, weekend bag, 4 transparent plastic bags filled with little people and a backpack.

The stand was designed with the thought that it would be an eye catcher. I never thought that would still work with the stand packed in plastic bags!

Anyways, 1pm on Tuesday, the black foil was in place on the walls, so I could finally start gluing these little people with 3M’s flexible spray glue to the walls. Took around 10h.

% 7

I am quite please with the result. We got excellent feedback and large interest at OMD and it even ended up being great material for us when presenting the company and what we do.

Xtract’s Scenario Competition opens at Online Marketing Show in Düsseldorf

Helsinki, Finland and Düsseldorf, Germany – September 17, 2008 –If you could see the social connections between your website visitors and find out who are the most influential ones – how could you utilise the knowledge to your business benefit? This is the theme of Xtract’s first international social advertising and marketing competition announced today at the Online Marketing show in Düsseldorf, Germany. The goal of the competition is to recognize online marketing and advertising ideas that incorporate the importance of social networks. More information at: http://www.xtract.com/competition2008/.

“Marketers have known for a long time that peer-to-peer communication has a strong impact on consumer purchasing, but measuring and utilizing it for marketing and advertising has been very difficult. With new technologies we are now learning more about large scale consumer networks and are therefore capable of understanding their needs better,” says Jouko Ahvenainen, chief strategy officer of Xtract, a provider of social marketing and advertising intelligence products.

The competition is addressed to online marketers and advertisers from traditional media companies to in-house marketers at long tail social media websites, blogs and social networking sites.

Entrants are requested to submit a presentation summarizing how they would utilise insight about their most influential users and the way their user base is networked to improve their online marketing and advertising campaigns.

Applications will be judged on two criteria:
1. Visual and effective presentation (are the ideas presented in a visually appealing way that gets the message across effectively?)
2. Creativity and practical application (how innovative are the ideas presented? Are they plausible and applicable to online marketing and advertising campaigns?)

Prizes
• First prize receives a Wacom Cintiq 12 WX or cash price of Euro 1100
• Second prize receives an iPod Touch 32GB or cash price of Euro 400
• Third prize, receives a one year subscription to lynda.com premium training video or cash price of Euro 300.
Additional awards will be given to the Best of Marketing Scenario, Best of Advertising Scenario, Best User-centered Scenario and Best Visual Design.

Jury
The jury includes world class experts in advertising, marketing and web 2.0 communities:

Alan Moore
Alan Moore is the creator of the principles of Engagement Marketing and co-author of Communities Dominate Brands. His ideas and practices are at work within companies such as Nokia, Microsoft, T-mobile Germany, EMAP, Telia Sonera, SonyBMG, The Coca Cola Company, H&M, Hewlett Packard, IPG and News International. Alan’s blog was voted one of the top 20 most influential blogs in 2008.

Brian Jacobs
Brian has worked for over 35 years in media and advertising agencies in the UK, Europe and the USA. He has been International Media Director of Leo Burnett, MD of Carat International, and EMEA Regional Director of Universal McCann. Before launching BJ&A he was EVP of Millward Brown.

Ajit Jaokar
Ajit is author of Mobile Web 2.0 and OpenGardens books and founder of the London- based publishing company futuretext. Currently, he plays an advisory role to a number of mobile start-ups in the UK and Scandinavia. He is also a member of the web2.0 workgroup and chair for Oxford University’s next generation mobile applications panel. His thinking is widely followed in the industry and his blog, The OpenGardens Blog

Jouko Ahvenainen
Jouko Ahvenainen is co-founder and chief strategy officer at Xtract. He is regarded in the industry for his knowledge in Social Advertising Intelligence. A veteran international business management consultant, Jouko has worked and lived in several countries including UK, Finland, Malaysia and U.S. where he held senior positions at Cap Gemini, Ernst & Young, Powerwave Technologies Inc., Nokia and Sonera.

How to participate
1. Enroll at: http://www.xtract.com/competition2008/
2. Create a (pdf or ppt) presentation of a detailed scenario on how you would utilise information regarding social connections between your website visitors and who the most influential users are in your online marketing and advertising campaigns.
3. Submit the file using the following file naming convention. The proposal of tom.jones@company.com would be tom-jones-company-com.pdf
4. Share your final presentation with us (competition2008@xtract.com) using the free service www.slideshare.net by October 20, 2008. Check the option that makes it possible for us to download it.

Winners will be contacted by October 27th, 2008 and announced during Adtech, NY, November 3-6th, 2008.

Xtract at Online Marketing Dusseldorf: Booth # 11 / B45.

Yesterday was a long day. The long flight from Helsinki to San Francisco via Frankfurt wasn’t really enjoyable, but the OpenThread made up for that. OpenThread was an OpenSocial developer event organized by SocialMedia and held at their unique office in SF.

The event opened by overview of OpenSocial by Lane LiaBraaten from Google and continued with Paul Lindner from Hi5 giving an excellent hands-on tutorial on writing the first basic OpenSocial app. The crowd consisted of developers so the discussion frequently went to more into details. Somebody was asking Paul about a Hi5 specific problem where his app was having problems with the 5s time-out from Hi5. Paul was quick to reply that he can change it to 8s if that helps – how is that for supporting developers. OpenSocial is currently moving into v0.8 which is promising to give even more tools for developers to write rich and connected apps. One of the main ideas behind OpenSocial is to unify development across the different Social Networking sites. Currently the status seems to be “learn once, use everywhere.”

The following panel discussion revealed that the main problem currently in writing to a new container is to learn which viral channels to use and what and how the users like to use them. So it seems that OpenSocial is getting close to the goal. The discussion seem to concentrated also much around what kind of apps would be the top apps in years to come (are we still pinching and poking)? Some offered that it might be those apps that can be monetized – which still seems to be very difficult. A few claimed that they were profitable by using micropayments and many agreed that there is a difference between the different geographical areas when it comes to monetization.

In the end, I started thinking that as OpenSocial has persistence features and furthermore provides developers methods to make requests to their own servers through the container, it might be possible to write a full-fledged social network spanning over all existing OpenSocial sites. It would not matter where your users are originally logged in, they could still participate in your network. However, you would probably need to provide server capability and therefore the monetization comes to play an important part again.

The night ended with SUN sponsored OpenBar and some interesting discussions. Unfortunately I had to retire quite early after the long day. Overall, it was a good meeting, so if you have chance to visit future OpenSocial meet-ups, just go!

I shall start with a question: “Is there still snow in Oulu?”. To this one I happen to know the answer.

Most of my last year was spent in studying methods for finding communities in social networks. Although interesting, writing the thesis was quite a job, since I wasn’t familiar with the area of study.

This is why I was flattered to receive an award for “The Best Pattern Recognition Master’s Thesis in Finland in 2007″ by the Pattern Recognition Society of Finland. The only challenge was that to get the award, I had to travel to Oulu, a city up north where I had never been before.

Despite my prejudices, the people I met in Oulu were friendly and it was fascinating to hear about the research they do on pattern recognition, machine learning and robotics. They had a lot of co-operation with industry partners, such as Nokia, in implementing intelligent mobile solutions and building robot cars.

The presentations by the other award receivers provided a wide scope into the different disciplines combining intelligence with data analysis. The other award receivers were Esa Rahtu (Doctoral thesis), Mathias Creutz (Doctoral thesis), and Kimmo Palander (Master’s thesis).

Rahtu spoke about methods for aligning images and Creutz gave an presentation on methods for finding the structure in written text automatically. Palander spoke about methods for aligning microscope images for 3d modeling. Quite exciting, indeed!

Finally, to answer the question, no, sadly there wasn’t any snow left in Oulu! Oh well, maybe next time.

The upstairs of Grand Café in the center of Barcelona offered a warm atmosphere for Mobile Monday’s gathering. Very untypical for the Mobile World Congress glamorous experiences, this networking dinner was low key, more like a traditional southern wedding. Participants, obvious for Barcelona during the MWC, came from all around the world and the bunch consisted of MoMo chamber members, start ups, large corporations, industry analysts, VCs as well as officials, all having one thing in common – passion and appreciation for social networks between peers.

Dr. Juha Vesanto from Xtract held a guest lecture at Helsinki University of Technology about the data analytics process and how to turn data into solutions to business problems. Other guest lectures were Jyrki Alakuijala from Google.