Tech wants to solve our tech-related sleep problems

Technology is bad for sleep. It keeps us constantly exposed to an endless cycle of bad news, and the blue light emitted by smartphone and tablet displays suppresses our ability to produce melatonin. Combine that with the feelings of inadequacy genera…
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Parallel Universes Could Solve One of the Biggest Mysteries in Physics

Black Holes and Revelations

Black holes are the source of a major quandary when it comes to our understanding of physics; either they can destroy information, which contradicts what we know about quantum mechanics, or they seemingly disregard Einstein’s theory of relativity. However, it’s now thought by some that the many worlds interpretation might help explain the situation.

It suggests that each one of the multiple possible outcomes of a quantum event splinters off into its own discrete world.

Now, a team of researchers at the California Institute of Technology led by Sean Carroll has suggested that this interpretation can explain away inconsistencies pertaining to black holes. They say that general relativity is upheld within each single possible world, while information is preserved across the entire global wave function, if not among individual branches.

Many Worlds

Aidan Chatwin-Davies, a member of Carroll’s team, told Futurism that other scientists have already suggested applying the many worlds theory, also known as Everettian, to the black hole information problem. “Cosmetically, we’re perhaps the first to cleanly label our perspective as Everettian,” he said. “More substantively, we wanted to perform some concrete calculations to mathematize otherwise abstract ideas.”

“Previous attempts considered statements of general relativity and quantum mechanics to be applicable to the same world,” Yasunori Nomura, professor of physics at the University of California, Berkeley told Futurism. “My approach separates the two – quantum mechanics allows for a quantum state to be a ‘superposition’ of many classical worlds; statements of quantum mechanics apply to the entirety of these many worlds while those of general relativity apply only to each of these worlds.”

This line of thinking is important because it could potentially explain more about the nature of gravity and spacetime. Nomura suggests that these ideas have a broader relevance to how quantum gravity works at a fundamental level, particular in relation to the origins of the universe.

“We know that we need both general relativity and quantum mechanics to understand black holes, and so they are a good starting point for testing out ideas about quantum gravity,” explained Chatwin-Davies. “If we really understood how to describe black holes, then we would be a great deal closer to being able to describe quantum gravity in broad generality.”

By using the many worlds interpretation, scientists and astronomers are finding new ways to approach longstanding questions about black holes. With further study, this research might offer up further information about the very fabric of our universe that could fill in some persistent gaps in our knowledge.

The post Parallel Universes Could Solve One of the Biggest Mysteries in Physics appeared first on Futurism.


Digital Marketing Nightmares: 3 Challenges and How to Solve Them

The following is a guest contributed post from Matt Langie, CMO at Mapp Digital

Digital marketing continues to transform how brands interact with customers, and it’s safe to say every industry changed for the better. Sure, this is a pretty grandiose statement, but think about it. Marketers have more data-driven insights than before, and in turn, they use those insights to better engage with key demographics.

While there are many new avenues for consumer interaction and data-driven strategies to increase conversions, there’s still crippling challenges the industry needs solve. Here are three major challenges sweeping the industry, and how solve for them.

Too Complex, Expensive and Time Consuming

According to Ascend2 “Marketing Technology Trends Survey” (Jan 2017), for nearly half of B2C marketing influencers, inadequate technology integration is a significant barrier to marketing technology success. Additionally, the survey stated 50% of companies indicate technology integration is a significant barrier to success, where only 37% have extensively integrated their marketing systems, and 4% have not integrated their marketing technologies at all.

Solving for digital marketing complexities is not as difficult as many people think, and it doesn’t need to be expensive. Also, companies don’t need an army of digital experts to achieve success/results/KPIs. With the easy-to-integrate and open digital marketing platforms available today, the challenges of unifying new technology with legacy or in-house built systems are greatly simplified, if not by the in-house IT team then by the digital marketing partner or agency.

Siloed Technologies

The entire customer experience is shaped by technology, data, analytics and design. Information technology is not only pervasive, it is a primary driver of market differentiation, business growth and profitability. As consumers head full speed into a world where brand and technological experiences are indistinguishable, revamped marketing and IT teams need to be jointly responsible for owning the design of the customer experience.

A recent report by Accenture highlights this. It states chief marketing officers (CMOs) and chief information officers (CIOs) must work closer together than ever before. New data management platforms are now available that bring together siloed data to provide a 360° view of customers across multiple channels and systems. Through these new simplified tools, CIOs and CMOs have a new-found ability to orchestrate their organization’s messages and ultimately enhance customer experiences.

Trouble Identifying customers

Another major challenge is customer identification across channels. It’s necessary to identify a successful connected customer path, but it can be hard to achieve. Oftentimes, the information collected in customer databases is “dirty,” with multiple profiles for each customer and lots of missing or incorrect information. When customers make online purchases, they provide a lot of personal data, both actively (via payment forms) and passively (via cookies), which ensure companies can identify them quickly. But in brick-and-mortar stores, often the only data collected is an anonymous, encrypted credit card number — not nearly enough information to build an accurate customer profile.

Also, some brands have access to data, but do not wish to risk upsetting customers through potential privacy questions. This will become even more prominent with the new GDPR data protection regulations coming into play.

Today’s digitally-savvy customers expect a consistent experience across every channel. They want to be treated as individuals, feel like brands know them and that organizations understand their needs. To succeed, companies need to offer the ultimate digital experience from initial browsing right through to arrival at the chosen destination. To stand out from the crowd, it’s time to embrace technology and techniques to be relevant, offer personalized messages and impact the customer’s brand affinity.

The post Digital Marketing Nightmares: 3 Challenges and How to Solve Them appeared first on Mobile Marketing Watch.

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Mission Accomplished? dataxu Aims to Solve TV Attribution

This week, dataxu — a leading software provider for marketing professionals — announced an attribution solution for over-the-top (OTT) TV devices, including the results of several customer case studies proving the power of TV attribution.

Using OneView, dataxu’s cross-device DMP, dataxu has connected the dots between people and their TVs. Now agencies and their advertiser clients can tie TV investment to specific business outcomes, including digital and in-store purchase behavior.

American Signature Inc (ASI), a regional furniture retailer with 125 stores across 19 states, used dataxu’s software to extend its traditional TV reach to OTT viewers who are no longer watching linear TV. ASI was able to attribute OTT ad exposure to online sales, showing 5x return on ad spend. Specific transactions, SKUs and order values were tied to individual impressions to prove ROI.

“When it comes to attribution, matching sales back to our marketing campaigns running on OTT inventory has been really exciting,” said Steve Haffer, Chief Information Officer, ASI. “We hit the mark in 2017 by tying OTT exposure to online sales. And, because we’re an industry that depends on in-store visits, we plan to expand our partnership with dataxu to track offline sales attributed to OTT investments as well. The ability to have true, closed loop measurement from TV exposure is a 2018 game changer.”

The key to dataxu’s TV attribution solution is the OneView device graph, which uses device IDs rather than the more commonly used IP address to connect people to streaming TV ads.

To learn more about the benefits of this advanced technology, click here.

The post Mission Accomplished? dataxu Aims to Solve TV Attribution appeared first on Mobile Marketing Watch.

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