Classic websites have already passed their zenith. They will not be able to assert themselves in their original form over the next decade to form the foundation for a successful online business. In other words, the website, as most people still look at today, is dead - the future belongs to the algorithm and artificial intelligence.
Of course, one first has to understand what an algorithm is. By definition this means a certain sequence of actions for the solution of a problem or a problem class. So if we buy a desk at the furniture discounter and follow the assembly instructions, we will eventually follow an algorithm. If the algorithm is followed, the result is always the same. It gets a little more complex once you have branched off a prescribed procedure at certain points and have several options for follow-up processes to choose from. But here, too, each process strand ultimately leads to the same result, provided all further steps are adhered to.
Classic websites take the visitor to where the operator of the website wants to take him. However, this method is in many cases irrelevant when it comes to the actual figures in online business. Here we speak of a funnel traffic conversion - sales - profit. Classic one-to-many marketing seeks to optimize a message to get the best possible results in the largest possible market. The result is not really mathematically measurable. There is huge untapped potential in online marketing of the future. Ultimately, algorithms will decide which user gets which content in which form. The goal is to optimize the conversion funnel for maximum results and profits for online businesses and organizations.
The human subconscious is shaped by perceptions and experiences and helps us with a variety of our daily decisions. Without our subconscious, we would not be able to filter from the amount of information we face every day. Filters ultimately set criteria that we use to make decisions. But our decisions are not always rational. Often we fall into thought traps that we should better avoid.
Algorithms have a significant advantage - they decide much faster than humans and the decision is rational. Of course, algorithms are created by humans. That is also the reason why the quality scissors of algorithms are very different.
First of all, one has to understand that there are certain methods for deriving one or more unknown variables from a known variable. One of these methods is linear regression. With it you can use known information and contexts to make a prognosis for the future. It was discovered in the 1970s that between 1921 and 1970 there was a correlation between the Dow Jones index and the skirt length in women's fashion. The Dow Jones Index and the distance of the Rocksaum from the ground were considered. There was some correlation between the two known sizes, a very good one. It was 0.78. A perfect correlation would be with Plus One. Of course it would be fatal to make a forecast for the future on the basis of a linear regression alone. According to the current state of the Dow Jones, the Rocksaum today would be several meters above the head of the ladies. It is better to work with probabilities, with results that can only take values between 0 and 1. The method of logistic regression does just that - it maps a curve that never leaves the interval between 0 and 1.
Linking a corresponding number of linear and logistic regressions together, the systems are able to learn from it. Neural networks are formed, the basis of artificial intelligence. It does not necessarily have the amount of information and data that is available, but rather the logic and intelligence behind the mathematical methods and algorithms. Big data alone will not solve the problem of a relevant forecast for the future and a target audience approach with maximum benefit curves. Big Data is the waste of business decisions of the past. What is really in demand are systems that use smart data and are able to achieve maximum correlations with their forecasts.
Still, the visual design of a website is given attention, which is often unrelated to the actual benefit curve. The design of priorities for online project planning often results in proportions that are psychologically explainable, but often have fatal consequences economically.
The cause for the weighting of decisions depending on the design is from a psychological point of view and understandable. Design is visual and influences the decision of people in complex processes. It is far more complicated to select on the basis of visionary ideas and approaches. The analysis and prognosis of the markets of tomorrow, the orientation towards a target group oriented approach or the use of mathematical connections and algorithms often exceed the imagination of the decision makers. Therefore, you orient yourself by what you see and understand.
We help companies and organizations to overcome this inhibition threshold and to explain the processes that can be adopted by algorithms and artificial intelligence so that they recognize the need and the benefits are clear. Only through the proactive shift in the utility curves is it possible to escape from the price wars around customers and market shares. But in the end, the quality of the algorithm determines the success rate of the funnel from traffic conversion - turnover - profit. Amorphous websites, with maximized intersections between business presentation, economic target metrics, psychological profiles of the respective visitors, and benefit curves, will determine the success of the online business.
Our senior consultant and visionary head of many internationally successful online projects, Thomas Melde, brings with him the appropriate skills and talents. Often the projects are so complex that they first have to be strategically structured and mathematically analyzed with regard to the benefit curves. As mentioned earlier, the quality of the algorithm and AI (artificial intelligence) systems ultimately determines the success you achieve online. Thomas Melde is the head and thought leader of TurboVision. He has been in charge of technical development in the company since 2000. After finishing high school with a summa cum laude (1.0), he studied Biomedical Equipment Engineering and Technical Cybernetics at the Dresden University of Technology from 1986-1991 the diploma with "magna cum laude". From an early age, teachers discovered his special skills in understanding complicated mathematical relationships. At the annual Mathematical Olympiad, he always took first places and repeatedly reached the maximum possible score. Already in his school days, his enthusiasm was for the development of electronic devices.
Based on its visionary work in designing new technologies, the patented Internet platforms Invenis ™ and InfraFeed ™ have been developed. Today, they are the basis of thousands of web applications. He has worked for clients and projects from more than twenty countries, including Western and Eastern Europe, the Baltic States, North America and the United Arab Emirates.
In his book Perspective Change, he discusses many aspects that distinguish successful online projects from the masses. "Perspective Change" is a compendium of experiences from more than twenty-five years of cooperation with small, medium and large companies as well as international projects. The collected information comes from the observation of user behavior and the analysis of different target groups in different markets worldwide. For this purpose, the behavior of people from over one hundred countries was examined. The findings and conclusions result from information and data from more than 20 million hours of Internet use in projects that were realized on the basis of own software developments. These are the activities of well over a billion online minutes in which users have accessed software projects and web portals.
In 2015, Thomas Melde developed an algorithm for TurboVision, which later became the basis of the redSHARK monitoring technology. redSHARK is a revolutionary new technology patented by TurboVision that integrates directly with the systems' base, monitoring, analyzing and fully autonomously controlling the ranking, sales and service processes.
For mobile websites, it is necessary to provide the content for smartphones in terms of data, design, text, image and video material in an optimized form. Invenis™ .Mobile with redSHARK technology is up to 1,200 percent faster.
No matter which device the visitor uses to open a website, he wants to have the most important content quickly and clearly accessible at all times. In addition, content is tailored to mobile user behavior when using redSHARK.