thoughts.xavierdecarvalho.com

Tag: technology

  • How digital tools change what we remember

    How digital tools change what we remember

    Do you ever reach for your phone before trying to remember something? A name, a route, a fact you looked up last week? I find the question behind that habit interesting: when a tool remembers something for us, what changes about the work we do ourselves? I am exploring that question as an interested reader,…

  • Brand Impact Index: a proposed brand measurement framework

    The Brand Impact Index (BII) framework presented here organises brand measurement into three connected areas: brand tracking, customer experience and business impact. Its purpose is to help a team decide what to measure and how findings should inform action. It is a proposed framework, not a validated industry index or a demonstrated predictor of growth.…

  • Using GPT-3-era tools at work: useful tasks and verification limits

    This article concerns the GPT-3 and early ChatGPT period. It is a historical perspective, not a guide to the features or model lineup available today. My interest remains practical: where can a language tool save useful effort, and what must we check before acting on its output? GPT-3 and ChatGPT are different kinds of names…

  • The spatial web: location data, 3D experiences and their limits

    The phrase “spatial web” can cover several ideas. Some concern information tied to a place: maps, nearby services and navigation. Others describe richer connections between physical spaces, digital objects and shared 3D environments. It helps to say which meaning we intend before announcing a new stage of the internet. Location services are an established starting…

  • Where blockchain might help advertising—and where it does not

    A shared record of advertising transactions sounds useful. Buyers, sellers and intermediaries can disagree about what ran, what was billed and which version of an event log to trust. Blockchain is one possible way to organise that record. It is not a shortcut to trustworthy advertising data. An audit trail is the strongest starting point…

  • AI in advertising: a 2022 perspective

    This is a perspective on the advertising possibilities discussed in 2022. I have kept that historical framing rather than presenting old predictions as current news. Targeting is a prediction problem Advertising systems can use observed signals to estimate which impressions or audiences are more likely to meet an objective. That does not mean the system…

  • What is the metaverse? Virtual worlds, business models and limits

    Virtual worlds offer a compelling creative question: what would you build if a shared space did not have to follow the limits of a physical venue? That possibility is worth exploring. It is also easy to turn it into claims that no existing platform can deliver. This article began as an early metaverse-era exploration generated…

  • 12 marketing automation predictions from 2021

    12 marketing automation predictions from 2021

    These are twelve things I wanted to see more of in marketing automation when I wrote this in 2021. They are personal predictions and wishes, rather than a report on what subsequently happened or a list of capabilities every business needs today. Yes, I wanted machine learning and AI to take on more of the…

  • Marketing automation: workflows, data and measurement

    Marketing automation uses software to carry out defined marketing tasks when specified conditions are met. It can connect information, decisions and actions across systems so that a team spends less time repeating the same steps manually. That can be as simple as preparing a scheduled report or as involved as coordinating customer messages across permitted…