Unlocking the Long Tail of Knowledge: Keynote by Max Cartellieri, MD of Alpha Sights at the NOAH 2012 Conference in London, Old Billingsgate on the 6th of November 2012
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Alpha Sights - NOAH12 London
1. Unlocking the Long Tail of Knowledge
Max Cartellieri, Co-Founder & MD, AlphaSights
2. Ten minutes – three messages
It’s exciting
It’s complex
(and yes, there’s money in it)
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3. The Long Tail of Knowledge
Knowledge
Experts
“Regular” People = Long Tail
Population
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4. It‟s exciting because…
7 billion „users‟
Asking for advice in human nature
Potential for knowledge sharing vastly increased online/mobile
Notion of „collective intelligence‟ -> can we as a species become smarter?
Wisdom of Crowds
Crowdsourcing (e.g. Innocentive)
…
A lot of research happening right now (e.g. MIT Center for Collective
Intelligence)
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5. It‟s complex because…
Peer-to-peer knowledge traditionally not monetized
Information goods – headache for traditional economics:
Experience good -> Can‟t value
Adverse selection -> Don‟t trust
Nobel Prize for “analyses of markets with asymmetric information” (Akerlof, Spence and
Stiglitz, 2001)
No “eBay of Expertise” - Google Answers, Keen.com, Inforocket etc. all shut
down / morphed
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6. Knowledge – trying to make some sense of it…
Objective /
Fact-Based
Subjective /
Experience-Based
Standardized / Repeated Bespoke / Unique
Traffic-driven, ad-supported models Pay-per-use / subscription models
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7. Take 1: ciao.com (*1999)
5.7 million consumer-written product reviews
covering more than 10 million products
Leading pan-European online shopping portal -
19.1m Unique Visitors / month*
Local language sites in the UK, France,
Germany, Spain, Italy, Netherlands and Sweden
Revenues from advertising and e-commerce
commissions
* Comscore, January 2012
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8. Take 1: ciao.com (1999-2008)
Ciao
Ciao
launched
Year 0
1999 Year 1
2000 Year 2
2001 Year 3
2002 Year 4
2003 Year 5
2004 Year 6
2005 2006 7
Year 2007 8
Year 2008 9
Year
9. Take 2: AlphaSights (*2008)
B2B „knowledge broker‟
Connecting professionals seeking specialist
knowledge with those possessing it
Core users in knowledge-intense, cross-
sector functions such as
Asset Management (Hedge Funds)
Private Equity
Strategy Consulting
Corporate M&A
…
~ 100 professionals in London, New
York, Hong Kong
First interaction delivered in February 2009 -
now delivering several thousand interactions
per month
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10.
11.
12.
13.
14. Take 2: AlphaSights (*2008)
Ciao
AlphaSights
Today
Launch
Year 0 Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9