What Really Means Usability

Newspapers, TV, radio, or traditional media are made to be read, seen, listened to. The web, on the other hand, is a vast archive, updated continuously, where content is accessed on demand.

In other words: sites and platforms invite us to take action. And if intercepting the audience today, especially thanks to social networks, is not particularly difficult, the same can not be said to hold it.

More and more usability

That’s why the challenge we all have in designing and developing a site, a landing page, a platform, an app is that of user experience. Or rather, usability.

Over the years, usability has been defined in many different ways. For the ISO (International Standardizing Organization), “Usability is the degree to which a product can be used by certain users to achieve certain goals with efficiency, efficiency, and satisfaction in a given context of use.”

The 5 usability guidelines

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Newspapers, TV, radio, or traditional media are made to be read, seen, listened to. The web, on the other hand, is a vast archive, updated continuously, where content is accessed on demand.

In other words: sites and platforms invite us to take action. And if intercepting the audience today, especially thanks to social networks, is not particularly difficult, the same can not be said to hold it.

More and more usability

That’s why the challenge we all have in designing and developing a site, a landing page, a platform, an app is that of user experience. Or rather, usability.

Over the years, usability has been defined in many different ways. For the ISO (International Standardizing Organization), “Usability is the degree to which a product can be used by certain users to achieve certain goals with efficiency, efficiency, and satisfaction in a given context of use.”

The 5 usability guidelines

Danish Data Technologist Jakob Nielsen considered a global usability guru, identified five key indicators to understand when a site can be regarded as really usable:

  • Ease and simplicity: the user can navigate immediately on the site, learn the basic functions and perform the operations;
  • Efficiency and effectiveness: in a short time the user manages to use the site faster and perform multiple tasks;
  • Memory: Over time, the user can remember the functions of the site;
  • Serious and Frequent Errors: The user has only made a few mistakes and not so serious to compromise the good performance of the trial, you have never made the same mistake twice;
  • Satisfaction: the user’s ultimate sensation is pleasing to the satisfaction.

Summing up these indicators in a single concept we can say that usability is the ease with which a site or app is used. Usability is not an inherent and objective property of the site, app or platform, but is the element that characterizes the simplicity of interaction between a specific user.

The World Usability Day

Usability has also been devoted to a World Day, the World Usability Day, which was born in 2005 as the initiative of the Usability Professionals Association (UXPA) to ensure that services and products that are important to human life are easier to access and easier to use.

Every year more than 200 events are organized in more than 43 countries around the world to raise awareness and educate professionals about the central tools and issues for research, development, and practice of good usability.

3 Questions That Every Resume Should Answer

It is increasingly challenging for job seekers to stand out from the current clatter of so many digital talents. Some companies even receive hundreds of resumes a week, but only 30% of their owners come to an interview. This means that candidates need to think of a way to stand out.

The easiest way to do this is utilizing a cover letter. Many recruiters – in fact, two-thirds of them, according to a Jobvite survey, which helps companies hiring – tell people not to worry about these letters. However, they pass on to the organization the image that you did your homework and are particularly excited about the opportunity. This is a powerful and important message for the recruiter to receive even before they open their resume.

Here are the 3 questions that need to be answered in your resume to help you diff

It is increasingly challenging for job seekers to stand out from the current clatter of so many digital talents. Some companies even receive hundreds of resumes a week, but only 30% of their owners come to an interview. This means that candidates need to think of a way to stand out.

The easiest way to do this is utilizing a cover letter. Many recruiters – in fact, two-thirds of them, according to a Jobvite survey, which helps companies hiring – tell people not to worry about these letters. However, they pass on to the organization the image that you did your homework and are particularly excited about the opportunity. This is a powerful and important message for the recruiter to receive even before they open their resume.

Here are the 3 questions that need to be answered in your resume to help you differentiate yourself from the competition:

1. Does your resume show that you incorporate the culture of the organization?

Before presenting your resume, ask if it highlights the company’s cultural values. Startups or technology companies that grew up fast, for example, are often in search of motivated and proactive professionals. When the founders really want to boost the growth of their startups, they cannot hire employees who are always expecting someone to say what they need to do.

In your resume, highlight how you strive to improve and grow as a person. Showing your professional and personal development is very important. Employers recruit people who identify with the company’s culture; they can easily check if you fit the job profile.

2. Does your resume describe what makes it unique?

Recruiters are looking for candidates who have something unique to show. Were you the first to build your company’s partnership program and double your revenue? Have you created a new concept built on your leadership? Were you led to an organization to build and develop a whole user search process or a training module?

If a candidate includes in his / her curriculum various items that represent the values ​​of the company and contemplate points central to the organization in a creative way, his chances of being hired increase significantly. This shows that the candidate has done his homework, understood and aligned with the values ​​of the company, is ready to take a risk and is still creative.

3. Does your resume demonstrate your excellence?

Look at your resume and see if it shows that no matter what you’ve done, you’ve done very well and are passionate about your field of work. That means you go beyond your current role and you are committed to becoming someone better.

Make sure your resume contains distinctive elements such as being proactive or enhancing a quick succession of promotions.

Your future employer wants you to be motivated to achieve your goals, from your own enthusiasm or interest, without the need for outside pressure. Does your resume prove to your recruiter that you have applied creative tactics to improve work processes? Have you overcome a goal or a goal? Evidentiate projects you’ve worked on that have taken a lot of initiative, such as researching specific books, taking classes online, re-studying or investing in your network.

A strong resume, which answers these questions, will help you stand out in the crowd. Make sure it reflects your culture, shows off your excellence, and makes you unique. This is the key to facing and succeeding in an interview.

8 Cases Where You Use Artificial Intelligence Without Knowing It

It is no coincidence that Artificial Intelligence and Machine Learning are used or will be used for such technologies that will define how the real future of many industries.

However, one can not and should not talk about the future, but of the present. In the field of communication and marketing, a lot of algorithm-based tools can be used daily, which can suggest the best thing to do, lighten up the work, or be able to help us in more basic tasks, writing a message in the best possible way. Think also of customer care services, which in many cases consist of real chatbots that can answer many different questions or needs.

The artificial intelligence has come to our lives for some time now, even outside the scope of work, if you think of apps that we listen to music, play online, or allow us to get in touch with our friends. The <a href="https://lea

It is no coincidence that Artificial Intelligence and Machine Learning are used or will be used for such technologies that will define how the real future of many industries.

However, one can not and should not talk about the future, but of the present. In the field of communication and marketing, a lot of algorithm-based tools can be used daily, which can suggest the best thing to do, lighten up the work, or be able to help us in more basic tasks, writing a message in the best possible way. Think also of customer care services, which in many cases consist of real chatbots that can answer many different questions or needs.

The artificial intelligence has come to our lives for some time now, even outside the scope of work, if you think of apps that we listen to music, play online, or allow us to get in touch with our friends. The Machine Learning algorithms that can provide us the best user experience we may want, according to our needs.

We discover together 8 typical activities in the industry where artificial intelligence is used, sometimes even without realizing it.

# 1 Search Engines

For example, Google uses a system governed by the AI ​​called RankBrain to try to figure out what the user wants when he has asked a question or an affirmation with which the search engine is not very familiar. Through machine learning, RankBrain is able to interpret words and phrases that Google has never had to do, using expressions that have a similar meaning.

# 2 Programmatic Advertising

For Programmatic Advertising is computerized advertising. In a nutshell, technology can buy autonomously online advertising space. They consist of software specializing in the purchase of banners and other digital forms of advertising that buy online advertising space on different sites and platforms. This is done based on factors such as a user’s demographic information, his online behavior, and the content he is looking at when the ad appears.

This type of technology is able to act independently without the activity being managed by a marketing agency. In this way, the AI-based software can optimize monetization of online campaigns based on real-time results, as well as some tips on what type of ads to deliver.

# 3 In-image Advertising

When it comes to In-image advertising, it is a form of advertising where specific images or photographs on websites are matched to their advertisements.

Based on a machine learning algorithm called neural network, characterized by a series of mathematical functions that handle information similar to the human brain, some technologies can identify all types of objects, people, colors, logos, and more still present in an image.

In this way, the software can place a suitable advertisement for each image. For example, a parent can see a child-specific ad on a laptop computer inside a photo depicting a school.

# 4 Consumer Profiling

Branding your customers’ profiles, brands use data analysis to divide consumers into different groups, based on their demographic information, past purchases, offline behaviors, and online search history.

By using software that uses artificial intelligence, you can predict some data and identify when something special happens to consumers. By analyzing some online behaviors and purchases, it is possible to understand when a woman is about to have a baby, being able to guide her in purchases that best meet her needs.

# 5 Sports Sponsorships

The previously mentioned neural networks can also help the various brands to get a lot of useful information about which sponsorships in stadiums or palaces are really valid. By identifying at what times a company’s logo appears on screen during a live broadcast, this type of technology informs the brand on how much time on the screen they actually get.

In this way, you can also calculate, the time that the logo passes on the screen, even to what is evident to the user. By comparing this data with the number of people watching the broadcast, you can also understand how much it would cost you to achieve the same result through television ads, streaming platforms, or social networks, gaining good comparisons for your marketing strategy.

# 6 Lead Nurturing

The lead nurturing is nothing but the communication activities carried out by when it is applied a first contact request from a consumer until you actually purchase a product.

Consumers expect personalized and multi-channel communication, so that a relationship with a brand is created, which has the task of transmitting customer confidence. The purpose of this activity is of course to dialogue and convince the potential customer to prefer their own company and its products compared to those of the competition.

Artificial intelligence is also present in these activities: there are many “digital commuters” that can entertain conversations with potential business customers, thus gaining contact information, promoting their products, and freeing customers of no time concerned. Without using people within your sales team, the consumer will just feel like talking to a human.

# 7 Product Marketing

Have an Amazon account that shows “Customers who viewed this item also viewed:”? This service uses artificial intelligence to advise the best products to customers. The main e-commerce sites use software that can connect consumers with similar tastes.

If Filippo and Luigi bought the same five products in September, there is a good chance that Filippo will be interested in the first product Luigi bought in October.

# 8 Dynamic pricing

To respond flexibly to market demands, one of the techniques used by online sellers is dynamic pricing, which allows you to change the prices of your products in real time.

This technique uses machine learning to set the best price on the basis of what price they were willing to pay consumers in the past for a specific product type. In a nutshell, algorithms study the moments you buy and how much you have spent on buying; That’s why transport prices vary based on when you buy your ticket.

Exponential Technologies: How Are You Preparing Your Business?

Exponential technologies will revolutionize the company but also different businesses, creating new opportunities to keep up and running.

This is our starting assumption, but let’s take a step back: what exactly is this? We are talking about nanotechnologies, biotechnology, and quantum computing, as well as robotics and 3D printing, which will accelerate in the near future and modify our way of working.

Only a dozen years ago, few of them envisioned so extensive use of machine learning and artificial intelligence, yet today we are assisting them in almost every sector. By following this route, fast technological growth will undoubtedly plummet the way we work, and for this reason, the most forward-looking companies are cautious not to stay behind and to be always ready for progress.

Exponential Technologies: Are You Already Ready?

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Exponential technologies will revolutionize the company but also different businesses, creating new opportunities to keep up and running.

This is our starting assumption, but let’s take a step back: what exactly is this? We are talking about nanotechnologies, biotechnology, and quantum computing, as well as robotics and 3D printing, which will accelerate in the near future and modify our way of working.

Only a dozen years ago, few of them envisioned so extensive use of machine learning and artificial intelligence, yet today we are assisting them in almost every sector. By following this route, fast technological growth will undoubtedly plummet the way we work, and for this reason, the most forward-looking companies are cautious not to stay behind and to be always ready for progress.

Exponential Technologies: Are You Already Ready?

To stay competitive, you must approach strategically to change. Here are all our tips:

  • Research: To begin exploiting the opportunities of technological innovations, more research hypothesis needs to be built up. Finding a technology, try to figure out how your application might affect your products, your production methods, and the market.
  • Explore: evaluate how others are approaching some technology and whether it is already used in your industry, developing use cases, and outlining the potential benefits of your use.
  • Experience: try to give priority to business houses and build prototypes to understand what to invest.
  • Be programmatic: innovations are usually not accidental, but a constant effort is needed to improve the process of innovation and technological development.
  • Build a more collaborative environment: For your business to be able to adapt to technological change efficiently, employees need the tools to collaborate and share skills and knowledge.
  • Be paranoid: It’s important to be aware that the chances that some competitors innovate and exploit a technology before you are high. Being paranoid means trying to prevent someone else revolving the business model, gaining competitive advantage and leaving others out of the market. Obviously, the longer you wait before thinking about using a certain technology to improve your business, the higher the risk.

Always be alert to privacy: With increasing data available, the privacy factor plays a central role both for the company and for individuals in general. It is, therefore, necessary to implement a flexible data protection plan that minimizes the risk of cyber attacks. Privacy-related threats are enormous and should not be underestimated.

The set of three concomitant factors in this precise historical period will allow the man to make more progress than in the past 200 years. A wide range of emerging technologies, the scientific study of an optimal state of mind that amplifies the potentialities and the hyper-connection of the population will perhaps lead to the famous technological singularity.

And are you ready or are you getting ready to prepare for the exponential technologies?

10 Key Concepts How Artificial Intelligence is Changing Our Way of Doing Business

One of the processes that are radically transforming the world of work as we know it is the use of Artificial Intelligence technologies for the business. The revolution is already underway and is pushing the top management of many companies to revisit their management models to ride the wave of automation.

Successful examples are numerous, from Amazon, using efficient Kiva robots in its warehouses, reducing operating costs, to General Electric, which uses robots for preventive maintenance of its industrial plants.

It is clear that CEOs should also consider the implications of Introducing Artificial Intelligence within their own companies.

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One of the processes that are radically transforming the world of work as we know it is the use of Artificial Intelligence technologies for the business. The revolution is already underway and is pushing the top management of many companies to revisit their management models to ride the wave of automation.

Successful examples are numerous, from Amazon, using efficient Kiva robots in its warehouses, reducing operating costs, to General Electric, which uses robots for preventive maintenance of its industrial plants.

It is clear that CEOs should also consider the implications of Introducing Artificial Intelligence within their own companies.

A survey conducted by McKinsey on a 3,073 executive and 160 study cases in 10 countries has identified 10 key factors that CEOs have to consider to undertake a successful implementation.

1. Artificial intelligence numbers in the business world

Although investments are increasing, corporate adoption of AI technologies is still limited. Total investments range from $26 to $39 billion in 2016, with tripled values over 2013.

In spite of the investment levels, the spread is still limited: only 20% of the interviewed sample uses one or more technologies (autonomous vehicles, computer vision, language, virtual agents, automatic learning).

We have come to the point of self-sufficiency. Technologies such as neural-based automatic learning and natural language processing are reaching a stage of maturity, so their value is so clear that they can define the AI for the business.

The telecommunications and financial services leading the game, with players in the sector who plan to increase spending on innovation related to Artificial Intelligence by 15% annually over the next three years.

2. More AI more sales (more data)

The 30% of the sample that has adopted the technology said it had increased its turnover, having gained market share or that it has expanded its products and services.

In addition, the first to adopt Artificial Intelligence say they expect their profit margins to grow up to five points higher than their competitors.

A separate analysis reveals that it is already demonstrated how innovation is boosting profits in the same range of associated digital technologies, such as big data and advanced analytics.

3. The weight of a good example

The poll sample declaring a positive experience with AI for business considers it essential to support leadership for a strategy for applying new technologies.

Support not only from CEOs and IT executives but also from the Board of Directors and top management of the so-called C-suite.

4. Automation and partnership

Partnerships need to be developed to increase skills and competencies. Digital giants like Amazon and Google also sought companies and talents beyond their borders to strengthen their skills. Just think about acquiring DeepMind by Google, who is using automatic learning to improve a top business such as SEO.

The study demonstrates how the first to adopt AI has also acquired the right technology solutions; only a few have developed and implemented in-house solutions.

5. The importance of testing

Building a team that deals only with automation activities is not the best idea. Taking responsibility solely to IT technicians may be unproductive, the risk is to launch a technology without being properly tested.

To be sure of its proper functioning, it must be evaluated both by industry leaders and by digital innovation experts.

6. Set up a strategy

A portfolio strategy can accelerate success. The tools offered by Artificial Intelligence are very varied, from those that can solve problems (for example, detection of preventive maintenance schemes) to that less well-offed but equally useful (e.g., a tool to develop a competitive strategy). This approach allows you to work with short, medium or long-term goals.

7. The machine learning boom

Automatic learning is a remarkable tool, attracts a lot of attention from the media and gets significant gains. It is not suitable for everything.

Although there are many fields of application, machine learning is just one of the innovations that can solve business problems. For example, technologies implemented to improve call center performance can be very different from those used to identify credit card fraud.

It is crucial to look for the right tool to solve the problem of a particular business segment.

8. Digital Transformation

An adequate digital transformation must precede the application of the automation systems. The leaders in the adoption of Artificial Intelligence – such as high tech, telecommunications and automotive – are also the most digitized.

Within individual industries, companies that first adopted AI for the business had already invested in digital skills, including big data and cloud infrastructures.

Referring to the statistics, chances of generating profits using technology are 50% higher for companies that have strong digitization experience.

9. The best defense is the attack

Studies on digital delay show how adopting an offensive strategy is one of the most important factors that enable companies to turn a threat into an opportunity.

An organization with an offensive strategy that develops new business models can build more robust paths than those that preceded digitization.

The same seems to happen for AI: the first to adopt it have a greater profit than those who adopted it later.

10. People and processes, the big challenge

In many cases, incorporating Artificial Intelligence into decision-making processes is more important than the technical implementation itself.

The development of the AI is based on principles such as advanced vision, collaboration, and thought building. The business will have to focus on decision-making, on a culture based on continuous improvement and learning.

Expectations related to the use of Artificial Intelligence within companies are remarkably high, due to the innumerable fields of application of the same, as well as the new technologies with the enormous potential that arise every day.

Will Online Advertising Change With Blockchain Technology?

Disruptive or simple hype technology? Bitcoin’s underlying system is increasingly responsive and enthusiastic. Blockchain discovers new applications in areas other than the fintech and even the advertising world seems to be immune to adopting this “young” technology. Let’s find out why.

Not just Bitcoin. What is Blockchain?

After (almost) a decade since its inception, blockchain reinvented and discovered new applications. What is the quid of this technology that is gaining visionary vision of brands and tech companies? To understand it, we need to take a few steps back.

The blockchain was born as a decentralized system for the use of the bitcoin crypto-coin, to guarantee the security of economic transactions without any banking brokerage.

Thanks to the chain-of-block (the blockchain, precisely) and the encryption, each transaction is validated by

Disruptive or simple hype technology? Bitcoin’s underlying system is increasingly responsive and enthusiastic. Blockchain discovers new applications in areas other than the fintech and even the advertising world seems to be immune to adopting this “young” technology. Let’s find out why.

Not just Bitcoin. What is Blockchain?

After (almost) a decade since its inception, blockchain reinvented and discovered new applications. What is the quid of this technology that is gaining visionary vision of brands and tech companies? To understand it, we need to take a few steps back.

The blockchain was born as a decentralized system for the use of the bitcoin crypto-coin, to guarantee the security of economic transactions without any banking brokerage.

Thanks to the chain-of-block (the blockchain, precisely) and the encryption, each transaction is validated by the nodes that interact on the network and not by a single intermediary. No single central database, in favor of a system that creates a sort of great accounting book in which data and actions are spread across all blocks.

Each data leaves a trace, creating a new immutable block. Here are the key features that make Blockchain a potential resource for early adopters in the online advertising industry: transparency, security, and accessibility.

Blockchain and advertising: Do this wedding works?

Invasive pop-ups and banners, deceptive content, untrusted data verification … there are so many gossips of users and media enthusiasts in marketing and advertising that make advertising an element that is often undesirable and ineffective.

Even if the editorial world has let loose on the potential of this innovative technology, it is not impossible to think of the benefits of blockchain application even in online advertising.

Thanks to the open and decent nature of the system, blockchain becomes an increasingly popular and exciting technology for the advertising world.

Transparency, Security, and Accessibility: From these intrinsic blockchain features, it seems possible to create more secure and transparent data-driven advertising in sensitive data sharing, but also a more efficient targeting system and effective measurement of results. How?

Traceability: for a world without fraud

In the not too distant future, publishers could use a new superpower: a blacklist of websites that do not meet the publishing requirements, allowing them to safeguard user security and the credibility of publishers themselves. Blockchain technology can, therefore, affect the cost and effectiveness of ad serving, thanks to the decentralized block system.

The decentralized and open nature of the blockchain becomes useful in verifying.

The MetaX agency, for example, proposes adopting adChain for digital advertising. Target? Make the world of display advertising less fraudulent and more transparent.

AdChain is a decentralized database of data encrypted and distributed among the elements that make up the blockchain. Once verified, thanks to each node in the network, the impression will become a chain lock, which is an immutable element of the large accounting book that the blockchain lets you create and store.

Security and accessibility: the world is increasingly data-driven

How will data processing change through the blockchain system? Traceability and privacy will no longer be a dichotomy.

Data flows will become increasingly widespread, but their storage will turn into a more transparent process, responding to the need for brands to favor a direct interaction with the consumer due to the disintermediation allowed by the blockchain.

At the same time, data traceability can be reconciled with the privacy of users, protected by the blockchain-secured cryptographic system.

Pioneering companies include BitTeaser, Denmark’s advertising network, which makes blockchain technology a real asset for online adv, enabling viewing of all real-time click-through clicks on the “chain-of-blocks” that thus making the process more transparent, accessible and secure even for users.

Even the video advertising peers and experience the potential of blockchain system. One of the latest experiments is the one launched by Comcast Corporation, one of the leading cable operators in the USA, which this summer announced the creation of a Blockchain Insight Platform. it is a project involving companies from around the world (from Disney to Mediaset Italia) and aims to improve video advertising by making it more transparent and secure in terms of targeting, measuring results and more efficient planning.

Early adopters, collecting!

Among the first experiments and potentials still to be discovered, blockchain gradually reveals its eclectic nature, generating enthusiasm and skepticism.

What will be the real innovation of this system? It will be the creative and analytic estimate of early adopters to unveil the real applications and the utility of the technology born with Bitcoin.

And how do you imagine the future of blockchain in marketing?

Secrets to Business Success in Social Media

A successful social media strategy is a growing need in the world of brands. Social media helps organizations develop more meaningful relationships with their best customers.

Companies that thrive on customer relationships and want to empower their business users to get the most out of each point of customer contact, through each stage of the customer’s life cycle, will benefit by adopting social media customer service.

Website Builder has compiled an infographic outlining the benefits and the importance of social media customer care.

Check out the infographics:

The-Rise-of-Social-Media-Customer-Care

A successful social media strategy is a growing need in the world of brands. Social media helps organizations develop more meaningful relationships with their best customers.

Companies that thrive on customer relationships and want to empower their business users to get the most out of each point of customer contact, through each stage of the customer’s life cycle, will benefit by adopting social media customer service.

Website Builder has compiled an infographic outlining the benefits and the importance of social media customer care.

Check out the infographics:

The-Rise-of-Social-Media-Customer-Care