The Database of Intentions

Is John Batelle right when he says the Internet makes it possible to predict the future?

A totally fascinating article in the New York Times, The Internet knows what you'll do next

Mr. Battelle, a founder of Wired magazine and the Industry Standard, wasn't the first person to figure this out. But he did find a way to describe the digital crystal ball better than anyone else had. He called it "the database of intentions."
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The collective history of Web searches, he wrote on his blog in late 2003, was "a place holder for the intentions of humankind — a massive database of desires, needs, wants, and likes that can be discovered, subpoenaed, archived, tracked, and exploited to all sorts of ends."
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A few weeks ago, Google took a big step toward changing this — toward making the database of intentions visible to the world — by creating a product called Google Trends. It allows you to check the relative popularity of any search term, to look at how it has changed over the last couple years and to see the cities where the term is most popular. And it's totally addictive
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Already, more than a million analyses are being done some days on Google Trends, said Marissa Mayer, the vice president for search at Google.

When these tools get good enough, you can see how the business of marketing may start to change. As soon as a company begins an advertising campaign, it will be able to get feedback from an enormous online focus group and then tweak its message accordingly.