The Next Phase of Predictive Marketing
A contributing writer for Fast Company, Lucas Conley is an experienced journalist with an eye for stories that change how we see the world. Widely published in a number of fields, his work has appeared in The Boston Globe, SPIN, and ESPN: The Magazine, among other publications.
Question: Where is predictive marketing headed?
Lucas Conley: It’s getting more and more granular. That-- One of the places that I first started was with those supermarket cards where they could kind of see what you were buying, and of course most people have dropped those by now but in terms of one of the connections I’ve seen that’s also going in that direction is just the- one of the largest sources of data storage devices in the world is this company that’s based in London and Cincinnati and it’s all consumer data. It’s these-- It’s your credit card data. It’s your spending data. If they’re scanning your pictures on Facebook, you know they’re getting pretty good at getting specific in terms of who needs their products and how to reach them and what message works. If a billboard can read your face, it can tell that white guys in their 40s weren’t interested in this billboard but when we look at women under twenty they loved this cell phone ad. So there is this kind of building intelligence from the marketing world, and one of the things marketers have asked me since the book is out is “Isn’t this all just the same stuff? Aren’t we just seeing the same appeals and work we’ve seen since the ‘50s?” Which... I think it’s an insult to marketers for the past...They... They’re not sitting still for the past 50 years. They’re getting good at what they do and part of that is data. It’s capturing information, your spending habits, scanning photos, watching you as you walk down the street.
Recorded on: 7/23/08
Lucas Conley says marketers have become very good at profiling the consumer.
Why self-control makes your life better, and how to get more of it.
(Photo by Geem Drake/SOPA Images/LightRocket via Getty Images)
- Research demonstrates that people with higher levels of self-control are happier over both the short and long run.
- Higher levels of self-control are correlated with educational, occupational, and social success.
- It was found that the people with the greatest levels of self-control avoid temptation rather than resist it at every turn.
Ready your Schrödinger's Cat Jokes.
- For a time, quantum computing was more theory than fact.
- That's starting to change.
- New quantum computer designs look like they might be scalable.
Quantum computing has existed in theory since the 1980's. It's slowly making its way into fact, the latest of which can be seen in a paper published in Nature called, "Deterministic teleportation of a quantum gate between two logical qubits."
To ensure that we're all familiar with a few basic terms: in electronics, a 'logic gate' is something that takes in one or more than one binary inputs and produces a single binary output. To put it in reductive terms: if you produce information that goes into a chip in your computer as a '0,' the logic gate is what sends it out the other side as a '1.'
A quantum gate means that the '1' in question here can — roughly speaking — go back through the gate and become a '0' once again. But that's not quite the whole of it.
A qubit is a single unit of quantum information. To continue with our simple analogy: you don't have to think about computers producing a string of information that is either a zero or a one. A quantum computer can do both, simultaneously. But that can only happen if you build a functional quantum gate.
That's why the results of the study from the folks at The Yale Quantum Institute saying that they were able to create a quantum gate with a "process fidelity" of 79% is so striking. It could very well spell the beginning of the pathway towards realistic quantum computing.
The team went about doing this through using a superconducting microwave cavity to create a data qubit — that is, they used a device that operates a bit like a organ pipe or a music box but for microwave frequencies. They paired that data qubit with a transmon — that is, a superconducting qubit that isn't as sensitive to quantum noise as it otherwise could be, which is a good thing, because noise can destroy information stored in a quantum state. The two are then connected through a process called a 'quantum bus.'
That process translates into a quantum property being able to be sent from one location to the other without any interaction between the two through something called a teleported CNOT gate, which is the 'official' name for a quantum gate. Single qubits made the leap from one side of the gate to the other with a high degree of accuracy.
Above: encoded qubits and 'CNOT Truth table,' i.e., the read-out.
The team then entangled these bits of information as a way of further proving that they were literally transporting the qubit from one place to somewhere else. They then analyzed the space between the quantum points to determine that something that doesn't follow the classical definition of physics occurred.
They conclude by noting that "... the teleported gate … uses relatively modest elements, all of which are part of the standard toolbox for quantum computation in general. Therefore ... progress to improve any of the elements will directly increase gate performance."
In other words: they did something simple and did it well. And that the only forward here is up. And down. At the same time.
These modern-day hermits can sometimes spend decades without ever leaving their apartments.
- A hikikomori is a type of person in Japan who locks themselves away in their bedrooms, sometimes for years.
- This is a relatively new phenomenon in Japan, likely due to rigid social customs and high expectations for academic and business success.
- Many believe hikikomori to be a result of how Japan interprets and handles mental health issues.
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