Conundrums, Clusters, Ketchup and Mustard
October 11, 2004
Peterme takes Malcolm Gladwell's Ketchup Conundrum as a launching point for pondering the perils of cluster analysis, and finds a juicy analogue between targeted marketing in the packaged food industry ("multidimensional scaling," in marketingspeak) and the non-hierarchical ideal of faceted classification:
The problem is transparency. Offline, companies enjoy a kind of translucence in how they go to market; the bodega customer never sees what the restaurant is serving, so the individual customer only has to deal with a manageable number of choices. But the Web has a way of laying everything bare, of turning marketing subtleties into customer confusion, and often leading companies away from multivalence and towards explicitness, simplification and, yes, hierarchy.
Still, I think Peter's points are well taken, and deserve further pondering.
File under: Semantic Web
_____________________« Class of 1984 | Named entity extraction »
GLUT:
Mastering Information Through the Ages
New Paperback Edition
“A penetrating and highly entertaining meditation on the information age and its historical roots.”
—Los Angeles Times