The new computational knowledge engine Wolfram|Alpha, designed by Steven Wolfram, is set to launch today. Even if the math-based knowledge engine delivers on the hype, it’s not likely to “kill” Google. I do believe however, it will turn into an amazing public relations tool.
Some of the functionality and views, seen here in the Wolfram presentation, had me salivating as I imagined the potential applications for PR pros. As I came back down to earth, I realized that while the charts, graphs, and computing capabilities are amazing and quite sexy, it’s still just a quantitative solution. I believe that only a holistic measurement program – one that pulls data from all media and incorporates both quantitative and qualitative metrics – can enable a PR pro to demonstrate PR effectiveness. Still, unlike Google, Wolfram uses people to ensure information is tagged properly. Further adding to the “wow” factor is the source trail is included with each search (i.e. if there is a data quality concern you can track back to the specific data point in question.) Could this be the Holy Grail of raw data sought after by PR, marketing, and advertisers?
While I’m personally thankful math is only part of the PR Effectiveness equation — qualitative metrics still tell the ROI story of overall impact of messaging and influence — I’m anxious to see Wolfram flex its data muscles. I find myself totally enamored with the system, which appears to be one of the most sophisticated math models created, partially because it still needs human intervention to ensure accuracy-giving me hope we won’t all be obsolete in five years.
Doesn’t your C-Suite deserve the best media measurement data possible since the information should be used to guide strategic corporate decisions? Who among our BurrellesLuce Fresh Ideas readers is so bold to believe their quantitative data alone is beyond reproach when Wolfram won’t leave his data to chance?
