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Interop Las Vegas 2012

20120516-154111.jpgInterop gives you a report of your activities on the show floor. Each log entry is generated when your badge gets scanned at a exhibitor booth. This can be used to let your boss know that you weren’t playing hooky the entire time.

Exhibitor Booth Scans

Scan Date Exhibiting Company URL
5/8/2012 11:56:00 AM Pagerduty www.pagerduty.com
5/8/2012 12:21:00 PM Tripwire www.tripwire.com
5/8/2012 12:56:00 PM Citrix Systems www.citrix.com
5/8/2012 1:23:00 PM New Horizons Computer Learning Centers
5/8/2012 1:25:00 PM Omnitron Systems http://www.omnitron-systems.com
5/8/2012 1:28:00 PM F5 Networks http://www.f5.com
5/8/2012 4:12:00 PM Esri http://www.esri.com

Tomb Locator, a service for finding gravesites

Inspiration

I was driving by a cemetery last week and it occurred to me that I never visited the grave of a dear friend I lost several years ago.  I knew he was buried near a particular city, but I didn’t even know which cemetery he was in.  After a tiny bit of research I found an existing service that might be able to help me.  It’s called ‘Find a Grave‘.  But their system seems very manual and is not taking advantage of any new technology. Maybe the caretakers of that service could take on the challenge of upgrading their operation. I’m offering this post as a free idea. If you like it and you want to make it real, go for it.

This new service would offer users the ability to locate the gravesite of friends, loved ones, famous people and complete strangers. The tomb locator service is utilized via web page or mobile application.

The Web Site

The web page offers search functionality with results delivered with the name of the deceased, the dates from the tombstone, any inscribed epitaph, the name of the cemetery or morgue, and the geographic coordinates of the site along with a photo of the grave and a map pinpointing the location.

Additionally, the results will also list who is entombed nearby using the ‘entombed neighbors’ function, which takes the form of a link that expands on the page. The map will be a simple Google maps or open map and the user will be able to get directions to the location.

Other basic site functions will be available, but its primary purpose will be the search feature. Searches can be narrowed by adding birth or death date and a city or state.

The Mobile App

The tomb locator mobile app will have all the same features of the web site. In addition it will allow users to take photos of gravestones. The photos will be automatically uploaded to the central servers along with their geographic coordinates. OCR will be performed on the stones inscribed lettering and a light pattern matching system will identify the words and dates that make sense. This will quickly be presented back to the user for correction. Once the user verifies the accuracy, they can submit it to the service.

Initially a small cadre of enthusiasts should be contacted to build up the database. After a short period, beta testing can begin via referrals. Once the bugs are worked out a wider launch can commence, one platform at a time. The latest craze is soft launching on Windows phones first.

Monetary Considerations

This service is very simple and would require minimal capital for start up. I anticipate the start up costs to be less than $300,000 for the first year and, without any further ambition, the subsequent cost could drop to under $150,000 which would allow for hosting of the database, web site and paying a single, talented engineer to maintain the code base and create new applications for any subsequent, widely used application platforms.  Of course, stretching the timeline out could turn this project into a hobby, rather than a startup.

On the other hand, a more ambition plan would require more money. After a successful launch in the US, the European market would be next. With the thousands of famous historical figures buried in Europe there’s an interesting opportunity involving the tourism industry.

The tomb locator app should be free of charge with ads and $0.99 for an ad free version.

Retargeting Primer

What is retargeting?

Retargeting means showing a user advertising for a product that they’ve looked at in the recent past. Retargeting, from a users perspective, is broken down into two stages: In the first stage they’re looking at a product or service at the product’s web site. In the second stage they see ads on (possibly unrelated) web properties for the product or service they were looking at previously.

How is retargeting technically implemented? Read more

Day Parting Primer

This is the third part in a series on The Basics of Online Advertising. I’ll be posting a new entry each week for the next four or five weeks – or maybe I’ll just keep goin’!

What is day parting?

Day parting a campaign restricts the campaign to serving only during certain times of the day. Day parting typically takes the form of a serving window between particular hours; a setting may have a starting hour and a stopping hour. The campaign serves normally between the hours, but doesn’t serve at all outside of them. Day parting is not the same as a start and stop time for a campaign. When a campaign is day-parted it will serve during the “on” hours every day the campaign is scheduled to run.

Why use day parting? Read more

Daily and Global Cap Primer

This is the second part in a series on The Basics of Online Advertising. I’ll be posting a new entry each week for the next four or five weeks.

What are the Daily and Global Caps?

The Daily Cap is the limit of the number times an ad is shown throughout the day. With branded campaigns these are usually in the 10s or 100s of thousands. When used on a performance campaign it can vary based on the confidence in performance for the given targeting parameters. When the cap is achieved the ad stops serving. The next day the ad starts serving again until it reaches the daily cap once more.

The Global Cap is a bit of a misnomer. It behaves as the limiter for the entire campaigns impressions from beginning to end. Once the global the ad stops serving, period. It doesn’t start up again the next day. In ideal circumstances the global and daily cap are harmonious so that the daily cap was restrictive enough, but not overly restrictive such that the global cap was reached or nearly reached on the end date of the campaign. Mathematically speaking – an ideal daily cap is equal to the global cap divided by the number of days in the campaign.

What happens if a campaign falls behind as a result of the daily cap? Read more