This Can Be Measured—And That Matters

Metrics in marketing matter. But for too long, the adage that “half my ad/marketing investment is working—I just don’t know which half” has rung true. With the onslaught of big data, information abounds. For many, making sense of it—making it knowable—remains elusive.

Starting from the Newtonian definition of momentum, Mike Berland and the Decode_M team have developed an algorithm—rooted in statistical and machine learning methods from Natural Language Processing, entity recognition and trend analysis—that quantifies cultural momentum. They call it the MFactor. The MFactor can measure the cultural momentum of any entity—business, brand, person, movement, trend, news item and more. It solves the challenges marketers have long wrestled with. With momentum insights in hand, teams can make smarter decisions and investments. They can better assess when to go deeper, and when to retreat. Now that’s a data point to leverage.

Audience / Best for:

• Data miners
• Marketers
• Brand Ambassadors

The Propulsion Formula

Forget lucky charms, this is a force like no other. MOMENTUM. Measurable and predictable, it applies equally to consumer products as celebrities, tech innovation to Fortune 500 executives. It’s deeper and more telling than Q-scores, fads or tipping points.

By diving into and mapping out the five core drivers of momentum, Berland ensures you’ll leave better positioned to leverage the power it brings, including specific ways to generate more for you and your brand.

• Polarization: Discussions powered by strong controversy are good often a fuel source
• Innovation: New and improved, including a sense of "fear of missing out" (FOMO) adds to the fire
• Stickiness: Being memorable matters
• Disruption: Challenging and changing current thinking, business or cultural beliefs
• Social Impact: Connecting to a larger purpose

Audience / Best for:

• CMOs and brand ambassadors
• Technology
• Consumer products
• Entertainment
• Marketing/ad agencies and teams

Why 400 Years of Science Matters Today

Berland will dive into the physics of MOMENTUM—and decode it for the rest of us. We’ll see that while it is predictable, too many are unwilling to the risks needed, and instead opt to protect their “mass”. To have momentum, you have to keep moving and transforming. “What are you going to do next . . . and can I go with you?” This is true of your personal brand—or any product or company you may be leading. By examining the science behind MOMENTUM, and debunking the myths, you’ll capture the energy and know how needed today.

Audience / Best for:

• Large audience, mix of professional backgrounds
• Associations / membership groups

The Magic of Momentum

Discover what’s behind the phenomena of someone or something seemingly coming out of nowhere and dominating the headlines, our conversations, the zeitgeist. We’re not talking about a fad (or a passing fancy), we’re talking momentum. It’s a force that can be measured, even predicted—one that applies to everyone and anything.

Berland will explore the science of momentum, making it relatable in everyday terms. Then will share the how and why of the force and how it impacts work, home and your community. Best of all, you’ll uncover how to leverage the magic for yourself. Because when you have maximum momentum, more people…

• Seek you out
• Give you permission to innovate
• Want to collaborate with you
• Want to work for you
• Are willing to pay more for you
• Forgive you when you try new things and fail
• Want your products

Audience / Best for:

• Large audience, mix of professional backgrounds
• Associations / membership groups