Richard recalls that in the 1.0 world, the application was the central focus. Users were forced to adapt their work flow to match that application. In the 2.0 world, the application was modified to fit the user’s work flow and needs.

The world of 3.0 is about getting the data to turn into actions and knowing what to expect from data in order to act upon it. In his presentation, Richard listed the following predictions about Web 3.0:

-    How we collect data might change
-    Channels to reach customers will change
-    How we use the data will change (static and dynamic creation, reputation management, social media, etc.)
-    What we try to accomplish with the data won’t change (branding/sale)
-    How we define value will evolve

Richard emphasizes the importance of acting on your data and realizing its potential. Enquisite now has a product in beta called Enquisite Campaign that looks at your potential and helps you understand it. The product tells you how much value you’re getting from your existing campaign and also allows you to see other opportunities that you should be utilizing. According to Enquisite’s site, those opportunities are:

-    The opportunity potential of each keyword
-    The keywords with the highest potential in the portfolio
-    The best suited keyword candidates for optimization in the portfolio
-    Keywords that are driving traffic to the site, but not being targeted
-    Keywords not currently driving traffic to site, but with significant potential value.

For more information on Enquisite Campaign, check out their site.