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Data versus the economy

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Economists are warning local business owners about tough times ahead. This usually leads to cuts in marketing and advertising, but ANDRE HUGO, CEO of M4JAM says that companies need to use data more effectively to target their customers.

At the moment, it is difficult to do business in South Africa. Following the Rand’s crash and predictions of a recession, economists warn business owners to brace themselves for tough times.

As businesses work hard to keep their doors open in these conditions, costs will be cut – and the first casualties are usually research and marketing. However, now more than ever these businesses need to understand and target their customers effectively so that they stand out from the rest.

Using data to improve business strategies

That’s where data comes in. It’s become an essential ingredient in business success whether you’re a Fortune 100 company or a nimble startup. In fact, 81% of marketers consider data to be a vital part of their marketing efforts, according to a global survey by the Global Alliance of Data-driven Marketing Associations (GDMA). The reason is that effective use of data is the key to improving and refining business strategies that result in campaign success and a higher ROI.

The real value of real-time data

The good news is that getting hold of this data doesn’t need to break the bank. Integrated advertising agency, Ogilvy & Mather, has harnessed real-time insights to inform some of its campaigns and pitches by making use of M4JAM’s JAMFACTORY. The JAMFACTORY allows businesses to create, manage and run their own research campaigns and source quality data and insights in real time, for a fraction of the cost of traditional research.

According to Managing Director of Ogilvy & Mather Cape Town, Luca Gallarelli, “Research is an invaluable tool for substantive marketing, but it has been a cumbersome and expensive business with long timelines and usually one shot only. With JAMFACTORY we can gain particular kinds of market intelligence off very short leads and get the results pretty much instantly, and do it so economically that we can go round again if we need further refinement in the data.”

The case for holding on to the marketing budget

This is a great example of a business that is exploring new, cost-effective strategies to drive business value and show its clients exactly why they should continue to include marketing in their budgets when the going gets tough. Adopting a data-driven marketing approach has allowed them to take functions of marketing that have previously not been quantifiable and develop a factual base on which marketing decisions can be made. They are using insights from customers and prospects to deliver targeted messages and content that will more effectively deliver greater results.

At the end of the day, these results translate into more money for the business. Effectively using data to gain customer insights means money well spent on better targeted campaigns. In fact, McKinsey has reported that organisations that place data at the centre of their marketing decisions see a 15-20% increase on marketing return on investment on average.

Data-driven business here to stay

Talking about data might be nothing new. However, as businesses brace themselves for the year ahead, it’s never been more important to find cost-effective ways to get hold of that data and turn it into an asset by making use of the real-time insights it offers and taking the right action as a result thereof.

There is no alternative for proper, detailed research – now more than ever, data trumps opinion.

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The hacker, the scrapheap, and the first Apollo computer

Three years ago, a Tshwane computer engineer tracked down the “lost” first Apollo space flight guidance computer. ARTHUR GOLDSTUCK retells the story on Apollo 11’s 50th anniversary.

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It’s not often that a YouTube video on a technical topic gives one goosebumps. And it’s not often that someone unpacking a computer makes history.

Francois Rautenbach, a computer hardware and software engineer from Tshwane, achieved both with a series of videos he quietly posted on YouTube in 2016, and shared by Gadget.

AS-202 launch (2)
Flight AS-202 lifts off on 25 August 1966.

It showed the “unboxing” of a batch of computer modules that had been found in a pile of scrap metal 40 years ago and kept in storage ever since. Painstaking gathering of a wide range of evidence, from documents to archived films, had convinced Rautenbach he had tracked down the very first Guidance and Navigation Control computer, used on a test flight of the Saturn 1B rocket and the Apollo Command and Service Modules.

SAMSUNG CSC
The Rope Memory Modules from Flight AS-202’s Guidance Computer.

Apollo-Saturn 202, or Flight AS-202, as it was officially called, was the first to use an onboard computer – the same model that would eventually take Apollo 11 to the moon. Rautenbach argued that the computer on AS-202 was also the world’s first microcomputer. That title had been claimed for several computers made in later years, from the Datapoint 2200 built by CTC in 1970 to the Altair 8800 designed in 1974. The AS-202 flight computer goes back to the middle of the previous decade.

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The Apollo lunar module, flown to the moon using the same Guidance Computer model that had been successfully tested on Flight AS-202.

His video succinctly introduced the story: “On 25th August 1966,  a very special computer was launched into space onboard Apollo flight AS-202. This was the first computer to use integrated circuits and the first release of the computer that took the astronauts to the moon. Until recently, the software for the Block 1 ACG (Apollo Guidance Computer) was thought to be lost…”

One can be forgiven for being sceptical, then, when he appeared on screen for the first time to say, “I’ve got here with me the software for the first microcomputer.”

Then he unwrapped the first package and says: “Guys, these modules contain the software for the first microcomputer that was ever built, that was ever used.”

The goosebumps moment came when he revealed the NASA serial number on a device called a Rope Memory Module, and declared: “These modules are the authentic flight AS-202 software modules. These were found on a rubbish dump, on a scrap metal heap, about 40 years ago … and we are going to extract the software from this module.”

In a series of three videos, he extracted the software, showed how the computer was constructed, and used a hospital X-Ray machine to inspect its insides. The third video started with the kind of phrase that often sets off the hoax-detectors in social media: “Okay, so you guys won’t believe what I’ve been doing today.” But, in this case, it was almost unbelievable as Rautenbach took the viewer through a physical inspection of the first Apollo guidance computer.

How did an engineer from Tshwane stumble upon one of the great treasures of the computer age? He tended to avoid the limelight, and described himself as “a hardware/software engineer who loves working on high-velocity projects and leading small teams of motivated individuals”.

In an interview with Gadget, he said: “I am the perpetual hacker always looking for a new challenge or problem to solve. I have experience in designing digital hardware and writing everything from embedded firmware to high-level security systems. Much of the work I did over the last five years revolved around building new and creative payment solutions.”

The breadth of his work gave him the expertise to investigate, verify, and extract the magic contained in the AS-202 computer. A global network of contacts led him to the forgotten hardware,  and that is when the quest began in earnest.

“I got interested in the Apollo Guidance Computer after reading a book by Frank O’Brien (The Apollo Guidance Computer: Architecture and Operation). Most of us grew up with the fallacy that the AGC was less powerful than a basic programmable calculator. I discovered that this was far from the truth and that the AGC was in fact a very powerful and capable computer.

“I started communicating with experts in the field and soon realised that there was a wealth of information available on the AGC and the Apollo space program in general.

“One day I received some photos of AGC Rope Memory modules from a friend in Houston marked ‘Flight 202’. After a little googling, I realised that these modules contained the software from Flight AS-202. As I learned more about AS-202, I discovered that this was the first time the AGC was used in an actual flight.”

Rautenbach eventually tracked down the source of the photos: a man who had picked up the entire computer, with memory modules, at an auction, as part of a three-ton lot of scrap metal.

“At one point he opened up to me and said he had other modules. He admitted he had a full Apollo guidance computer, and my theory was that it was used to develop the Apollo 11 guidance computer.  He sent me more information, and I thought he had THE computer.

“He’s got all this junk in his backyard. He started selling stuff on eBay and one day got a visit from the FBI wanting to know where he got it. He was able to find the original invoice and showed it to them and they went away. But it scared him and he didn’t want to tell anyone else in the USA what he had. Not being from America was an advantage.”

Rautenbach flew to Houston last year, opened the sealed packages and filmed the process.

“This was the first microcomputer. I opened it and played with it.  I realised this was the first computer that actually flew. I also found Rope Memory modules that said Flight 202, and he didn’t know what that was. I found it was from AS-202, and I said we can extract stuff from this.”

Rautenbach paid a deposit to borrow the units and have them sent to South Africa, so that he could extract and rebuild the software. He also made contact with Eldon Hall, leader of the team that developed the Apollo guidance computer and author of the 1966 book, Journey to the Moon: The History of the Apollo Guidance Computer.

The correspondence helped him verify the nature of the “scrap”. The Apollo command module from flight AS-202 was restored and is now on permanent display on the USS Hornet, the legendary aircraft carrier used to recover many Apollo command modules and now a museum. However, the computer parts were sold as scrap in 1976. And NASA never preserved a single copy of the software that had been used on its first guidance computer.

Fortunately, a sharp-eyed speculator realised the lot may contain something special. He sold off some of the scrap over the years, until that visit by the FBI. He still preferred to remain nameless.

In August 2016, on the 50th anniversary of the launch of AS-202, Rautenbach quietly began posting the evidence online. He also announced that the raw data he had extracted would be made available to anyone who wished to analyse it.

His videos on the unboxing of the AS-202 computer and the extraction of the software can be viewed on YouTube at http://bit.ly/as202, where he also planned to post instructions for accessing the software.

  • Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter and Instagram on @art2gee

NASA’s description of flight AS-202 can be found at: http://nssdc.gsfc.nasa.gov/nmc/spacecraftDisplay.do?id=APST202

Technical specifications of the Apollo Guidance Computer can be found at: https://en.wikipedia.org/wiki/Apollo_Guidance_Computer

Apollo comes back to Pretoria

Francois Rautenbach pointed out that South Africa played a prominent role during the 93 minutes of flight AS-202: “Pretoria is mentioned no less than three times in the post-flight report. The AS-202 flight actually reached it’s highest point above South Africa. The telemetry data from the flight were recorded on computer tape at Hartebeesthoek and later shipped back to NASA.”

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Homemation creates comfort through smart homes

Home automation is more than just turning the lights on and off, Homemation’s Gedaliah Tobias tells BRYAN TURNER

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The world is taking interior design notes from the Danish, in a style of living called hygge (pronounced hoo-gah). Its meaning varies from person to person: some see hygge as a warm fire on a cold winter’s night, others see it as a cup of hot coffee in the morning. The amount of “good feelings” one gets from these relaxing activities depends on what one values as indulgent.

But how does technology fit into this “art of feeling good”?

We asked Homemation marketing manager Gedaliah Tobias to take us through a fully automated home of the future and show us how automation creates comfort and good feelings.

“The house is powered by Control4, which you can think of as the brain of the smart home,” says Tobias. “It controls everything from the aircon to smart vacuum cleaners.”

The home of the future is secured by a connected lock. It acts like other locks with keypads and includes a key in the event of a power interruption. The keypad is especially useful to those who want to provide temporary access to visitors, staff, or simply kids who might lose their parents’ house keys.

“The keypad is especially useful for temporary access,” says Tobias. “For example, if you have a garden service that needs to use the home for the day, they can be given a code that only turns off the perimeter alarm beams in the garden for the day and time. If that code is used outside of the day and time range, users can set up alerts for their armed response to be alerted. This type of smart access boosts security.”

Once inside, one is greeted with a “scene” – a type of recipe for electronic success. The scene starts by turning on the lights, then by alerting the user to disarm the alarm. After the alarm is disarmed, the user can start another more complicated scene.

“Users can request customised scene buttons,” says Tobias. “For example, if I press the ‘Dinner call’ scene, the lights start to flash in the bedroom, there’s an announcement from the smart speakers, the blinds start to come down, the lighting is shifted to the dinner table. Shifting focus with lighting creates a mood to bring the house together for dinner.”

Homemation creates these customised scene buttons to enable users to control their homes without having to use another device. In addition to scene buttons, there are several ways to control the smart home.

 “Everything in the smart home is controllable from your phone, the touchscreens around the house, the TV, and the dedicated remote control. Everyone is different, so having multiple ways to control the house is a huge value add.”

We ask Tobias where Homemation recommends non-smart home users should start on their smart home journey.

“Before anything, the Control4 infrastructure needs to be set up. This involves a lot of communications and electrical cabling to be run to different areas of the home to enable connectivity throughout the home. After the infrastructure is set up, the system is ready for smart home devices, like lighting and sound.”

“For new smart home users, the best bang for their buck would be to start with lighting once the infrastructure is set up. Taking it one step at a time is wise.”

•    For more information, visit https://www.homemation.co.za/

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