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Gordon Hotchkiss

Member since August 2004 Contact Gordon

Meet Gordon at MediaPost Events

  • Gordon is attending OMMA Global at Advertising Week, September 27, 2010

Articles by Gordon All articles by Gordon

  • The Apple Watch: More Than Just A Pretty Face  in Search Insider on 09/11/2014

    I just caught Tim Cook's live streaming introduction of the Apple Watch (I guess they've given up the long running "i" naming theme). What struck me most is how arduously Apple has stuck with traditional touch points in introducing a totally new product category (well, new for Apple, anyway).

  • Learning A Big Data Lesson From Big Brother in Search Insider on 09/03/2014

    You may not have heard of ICREACH, but it has probably heard of you. ICREACH is the NSA's own Google-like search engine. And if Google's mission is to organize the world's information, ICREACH's mission is to snoop on the world. After super whistle blower Edward Snowden tipped the press off to the existence of ICREACH, the NSA fessed up last month. The amount of data we're talking about is massive. According to The Intercept website, the tool can handle two to five billion new records every day, including data on the US's emails, phone calls, faxes, Internet chats and text messages. It's Big Brother meets Big Data.

  • Twitch: Another Example Of Market Without Friction in Search Insider on 08/28/2014

    Twitch just sold for $1 billion dollars. That's not really news. We've become inured to the never-ending stream of tech acquisitions that instantly transforms entrepreneurial techies into some of the richest people on the planet. No, what's interesting about Twitch is if we slow down long enough to think about how this particular start-up managed to create $1 billion in value.

  • Technology Is Moving Us Closer To Perfect Markets in Search Insider on 08/22/2014

    Travel is just one of the markets that technology has made more perfect. And when I say "perfect," I use the term in its economic sense. A perfect market has perfect competition, which means that the barriers of entry have been lowered and most of the transactional costs have been eliminated. The increased competition lowers prices to a sustainable minimum.

  • Why Cognitive Computing Is A Big Deal For Big Data  in Search Insider on 08/14/2014

    When IBM's Watson won against humans playing "Jeopardy," most of the world considered it just another man against machine novelty act, going back to Deep Blue's defeat of chess champion Garry Kasporov in 1997. But it's much more than that. As Josh Dreller reminded us a few Search Insider Summits ago, when Watson trounced Ken Jennings and Brad Rutter in 2011, it ushered in the era of cognitive computing.

  • Rebuilding The Rhine: Rethinking The Channelization Of Advertising  in Search Insider on 08/07/2014

    Anybody who has been a regular reader of my column knows I very seldom write a column exclusively about search, even though it runs every Thursday under the masthead of "Search Insider." I've been fortunate that Ken Fadner and the editorial staff of MediaPost have never restricted my choice of subject matter. But the eclecticism of my column isn't simply because I'm attention-deficit. It's because the subject that interests me most is the intersection between human behavior and technology. Although that often involves search, it also includes mobile, social, email and a number of other channels. I simply couldn't write about what interests me if I was restricted to a single channel.

  • The Human Stories Inside Big Data in Search Insider on 07/31/2014

    If I wanted to impress upon you the fact that texting and driving are dangerous, I could tell you this: In 2011, at least 23% of auto collisions involved cell phones. That's 1.3 million crashes, in which 3331 people were killed. Texting while driving makes it 23 times more likely that you'll be in a car accident. Or I could tell you a story.

  • Want To Be More Strategic? Stand Up! in Search Insider on 07/24/2014

    One of the things that always frustrated me in my professional experience was my difficulty in switching from tactical to strategic thinking. For many years, I served on a board that was responsible for the strategic direction of an organization. A friend of mine, Andy Freed, served as an advisor to the board. He constantly lectured us on the difference between strategy and tactics: "Strategy is your job. Tactics are mine. Stick to your job and I'll stick to mine." Despite this constant reminder, our discussions always seemed to quickly spiral down to the tactical level. We all caught ourselves doing it. A recent study may have found the problem. We were sitting down. We should have stood up.

  • Social Media: Matching Maturity To The Right Business Model in Search Insider on 07/17/2014

    Last week, I talked about the maturity continuum of social media. This week, I'd like to recap and look at the business model implications of each phase.

  • The Maturity Continuum Of Social Media in Search Insider on 07/10/2014

    Social channels will come and go. Why are we still surprised by this? Just last week, Catharine Taylor talked about the ennui that's threatening to silence Twitter. Frankly, the only thing surprising about this is that Twitter has had that long a run. Let's face it. If every there was a social media one-trick pony, it's Twitter.

Comments by Gordon All comments by Gordon

  • Are Our Brains Trading Breadth for Depth? by Gord Hotchkiss (Search Insider on 06/26/2014)

    Paula..did we really learn the times table..or just memorize them? I'm sure our generation took our own short cuts (I remember calculators being banned in the classroom for Math). But I agree with you that curiosity about "how" and "why" is the difference and that's actually the topic for next week's column.

  • When Are Crowds Not So Wise? by Gord Hotchkiss (Search Insider on 06/12/2014)

    Pete - I think the distinction is between decisions and tasks. As a person who has served on many committees, execution by a group almost always is less efficient than execution by an individual. The study is not about tasks, but decisions.

  • Can Microsoft Really 'Bing It On' Against Google Search? by Ryan DeShazer (Search Insider on 02/05/2014)

    Ryan..thanks for the shout out. Context shifts always provide an opportunity for habit breaking. So yes, the Web of Things could definitely shake things up. I am concerned about the user impact of more advertising on the desktop Bing experience, however. As you point out, what's good for advertisers is almost never good for consumers/users. Google has a better track record for successfully balancing the two, but we'll see what the future holds.

  • Never Underestimate The Human Ability To Ignore Data by Gord Hotchkiss (Search Insider on 01/30/2014)

    Some very interesting comments. Pete - you hit a great point about "curated data" - which I think I'll follow up on in the next column. What strikes me is how all we savvy data marketers interpret the data on global warming in completely different ways. Seems to me that this is a great case in point on what happens when data is subject to human frailty. I happen to feel very strongly that there is strong evidence for climate change, and I can certainly find data to back up my view. But many of you believe just as strongly that it's a "tempest in a tea pot" and you have data to back you up as well. My mistake, it seems, was falling into the same trap that my CMO did, where I overstated my case (perhaps) based on my interpretation of the data. This makes me realize just how difficult it is to balance objective data and very subjective beliefs.

  • Never Underestimate The Human Ability To Ignore Data by Gord Hotchkiss (Search Insider on 01/30/2014)

    Jeff... Actually, the debate is exactly what I want to happen. Maybe the data you reference is right..maybe not ( But if I'm wrong - it won't kill us. If you're wrong, it might. In this case, a false negative is much worse than a false positive. And latching on to arguments like Mr. Bell's to gain a potentially false sense of security is exactly like my CMO looking for data to confirm his view of the world. By all means, let's open up the debate to rational evidence..and I really hope I'm wrong!

  • Whom Would You Trust: A Human Or An Algorithm? by Gord Hotchkiss (Search Insider on 10/31/2013)

    Steven ...practically speaking, I would imagine so, but their creative license would be restricted by the findings of the algorithm. The algorithm would produce the formula and humans would just fill in the appropriate words.

  • Whom Would You Trust: A Human Or An Algorithm? by Gord Hotchkiss (Search Insider on 10/31/2013) the kouros example shows, there's still a place for human intuition. But it's not universally the answer. There are many, many instances where algos beat humans. I think the reality is that currently (and let's remember, this is a moving target) we need both working according to their respective strengths.

  • Losing My Google Glass Virginity by Gord Hotchkiss (Search Insider on 10/17/2013) may be right. I guess we'll see what the market decides. In a way, I hope you're right. They are pretty cool.

  • What A Social Media 'Like' Should Really Mean by Gord Hotchkiss (Search Insider on 10/03/2013)

    Paula..good point. I'm going to pass that along to Fausto. FYI - yes, a car out of Florence, then drive south towards Siena and take the Poggibonsi exit. From there, follow signs towards San Gimignano. Here is a map (but not a great one)

  • What's This 'Online' You Speak Of? by Gord Hotchkiss (Search Insider on 09/12/2013) may be your first search insider but its getting close to my 500th. Check them out. Some of them even deal with search!

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