Web intelligence and the dispersion of public thought

Two seemingly unrelated articles recently caught my attention. Both articles touch on a similar meme: making sense out of the data bog which is le Web.

Article one: The Path to Web Intelligence Maturity (.pdf) discusses how companies can leverage Web analytics to gain behavioral insights on individual prospects and customers. The author walks you through how you turn such insights into targeted marketing initiatives at key stages of the customer life-cycle.

Article two: Social Network Markets and ‘Public Thought’ (.pdf), written in response to Clay Shirky’s Internet post The Shock of Inclusion, the author takes you through a fascinating and enlightening read on the quality and reach of public thought. Indeed, the paper touches on themes raised by Gahlord Dewald during his recent presentation at Inman Connect NYC 2011 on “convergence” versus “dispersion”, where Dewald essentially argued that dispersion as opposed to convergence should function as the governing archetype that drives social web app and platform development.