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Presentation from SXSW 2012 from Scott Fahrenkrug @swineheart and Paul Saarinen @taulpaul on the future of marketing with DNA and genetics, genotyping, and genetic sequencing
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Influence: It’s in Your Genes How to own your genetic equity
#DNAsxsw
Jack Newton http://www.flickr.com/photos/jdn/5544977049/
Paul Saarinen���Yamamoto, Director of Digital Strategy���
Partner, Zingstring.com���
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Scott Fahrenkrug, PH.DUniversity of Minnesota,
Director of the Animal Biotechnology Center Founder, Recombinetics
All your data are belongs to us
Demographic and psychographic informa2on Age, marital status, kids, home loca2on, es2mated salary, recently moved, credit cards, web sites, ethnicity, job history, magazines, bankruptcy, divorce, year you bought (or lost) your house, college, online discussion topics, brands of coffee, paper towels, cereal or applesauce, poli2cal leanings, reading habits, charitable giving, number of cars, interests, check-‐ins, groups, and friends.
Facebook relationship prediction
Mark Zuckerberg has said they can determine within a 33% accuracy when you’ll break up
and who you’ll start dating
Credit databases
Can predict with a 98% accuracy up to two years ahead of time if you’ll get a divorce
Foursquare
Wants to predict where you’ll go next
FOURSQUARE
Want to predict where you’ll go next based upon historical check-in’s and friends
activities
Measuring influence by connecting multiple
sources
You are your DNA
genotype (G) + environment (E) + genotype & environment interac:ons (GE) → phenotype (P)
genotype (G) + environment (E) → phenotype (P)
• Monozygo2c twins reared apart clearly demonstrate gene2c influence on personality, temperament, predisposi2on for anxiety, OCD, IQ (70% of variance is gene2c), occupa2onal and leisure-‐2me interests, social aMtudes, vo2ng behavior, problem solving, drug abuse, alcohol abuse, adult & childhood an2social behavior, suicidal behavior, Au2sm Spectrum Disorders, ADHD, bed weMng. • By way of behavioral gene2cs a person’s par2cipa2on in social media, responsiveness to messaging, early adop2on, brand loyalty are likely to be predictable
Behavior Has a Very Significant Gene:c Component
Genotyping
• Health results for Annemarie
Disease risk and ancestry
Each of us is a walking clinical trial
• Gene2cs • Physique • Lifestyle • Consump2on • Loca2on • Rela2onships
Phenome
Clear marketing opportunities
Sequencing costs plumme:ng
Oxford Nanopore– MinION
LIFE Technology – Ion Proton
$1,000 genome is just the start
Environmental DNA Sampling
Henrietta Lacks (HeLa cells)
Multiple data layers already mined
Genetics
Physique Lifestyle
Consumption
Location
Relationships
Scott Davies http://www.flickr.com/photos/scottdavies/4641542362
I like this beer because... Garin Fons http://www.flickr.com/photos/mrgarin/3382527848/
Genetic target marketing Phil Dragash http://www.flickr.com/photos/philman/2741811882/
Tim Murtaugh http://www.flickr.com/photos/_tim/513637637/
The data
6 billion base pairs = 6 gigabytes per DNA sequence
In the U.S. = 1,800 petabytes or roughly two exabytes
Robert Gaal http://www.flickr.com/photos/blueace/312036915/
High volume data analysis
Privacy controls
The risks
Solutions
• Is there a way to protect the privacy of your gene2c data? (copyright or patents)
• Is there a way insure that gene2c based value crea2on is directed by and returned to the owner of the gene2c data?
We predict that personal gene:cs will be used as a marke:ng tool Someone will get paid We propose a gene:c equity trust that enforces ownership Opt-‐in for sharing with: • Philanthropic organiza:ons • Pharmaceu:cal companies • Marke:ng organiza:ons
Some marke:ng opportuni:es can return dividends to gene:c equity holders
Your Genome & Phenome Belong to You
Miinome as a gene:c equity broker? Opt-‐In NOT Opt-‐Out Control Your Own Des:ny Invest in yourself Get Paid • Should Miinome be a Coop? • Like a credit union?
Is this the Future?