The cognitive era and the future of content

#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM

AND THE FUTURETHE COGNITIVE ERA

FEBRUARY 15,2017

OF CONTENTWITH SCOTT ABEL, THE CONTENT WRANGLER

LUNCH-N-LEARN


THANK YOU

QUADRUS CONFERENCE CENTER

MENLO PARK, CA

MAY 15-17, 2017

#IDW2017 WWW.INFORMATIONDEVELOPMENTWORLD.COM

EXPERIENCES WITH CONTENTCREATING EXCEPTIONAL CUSTOMER

INFORMATIONDEVELOPMENTWORLD 2017

INFORMATIONDEVELOPMENT

WORLD


MENLO PARK, CA

MAY 15-17, 2017

WWW.INFORMATIONDEVELOPMENTWORLD.COM

REVOLUTION

PREPARINGYOUR CONTENT FOR THE

ARTIFICIAL INTELLIGENCE

TECHNICAL COMMUNICATORS ASSOCIATION OF NEW ZEALAND

APRIL 10-12, 2017 COLLABORATE

QUALITY HOTEL • AUCKLAND

LOCWORLD34 • JUNE 14-16, 2017

BARCELONAWWW.LOCWORLD.COM

STORYTELLING

MARCH 22, 2017 SAN FRANCISCO

FROM MADMEN TO EVERYDAY (WO)MEN

BRANDTIM SAE KOO • TINT



FEBRUARY 15,2017


LUNCH-N-LEARN


THE CONTENT WRANGLER

I’M SCOTT ABEL


THE CONTENT STRATEGY SERIES

I’M THE CREATOR OF


SAN FRANCISCO CONTENT STRATEGY CONTENT MARKETING PROS MEETUP

I’M THE HOST OF


I LIVE AND WORK IN SAN FRANCISCO


CONTENT OPTIMIZATIONI’M AN EVANGELIST FOR

ADVANCED INFORMATION DEVELOPMENT AND MANAGEMENTAND COGNITIVE COMPUTING


CONTENT IS A BUSINESS ASSETWORTHY OF BEING MANAGED EFFICIENTLYAND

EFFECTIVELY

MY MANTRA


CAT DADI’M A


AN


UNCLEAN

TOURAND A

GUIDE


PESCATARIANI’M ALSO

NO MAMMAL OR BIRD FLESH, BUT INCLUDES FISH, AND MAY INCLUDE EGGS AND DAIRY

BY NECESSITY… NOT BY PREFERENCE


35.7%AND, JUST LIKE

OF AMERICANS*

* JOURNAL OF AMERICAN MEDICAL ASSOCIATION, NATIONAL HEALTH AND NUTRITION EXAMINATION SURVEY


I STRUGGLE WITH OBESITY


1 IN 3ADULTS IN THE U.S.

MORE THAN


MORE THAN ONE THIRD

78.6+MILLIONADULTS IN THE U.S.


$210 BILLIONIS RESPONSIBLE FOR

OBESITYIN HEALTHCARE COSTS*

* JOURNAL OF AMERICAN MEDICAL ASSOCIATION, NATIONAL HEALTH AND NUTRITION EXAMINATION SURVEY


ABSENTEEISMIS ASSOCIATED WITH

OBESITYCOSTING U.S. BUSINESSES

$4.3 BILLION


LIKE MANY PEOPLE,

TO MAINTAIN AI STRUGGLEHEALTHY WEIGHT


MEMBERS OF MY FAMILY

OF COLORECTAL HAVE DIED

CANCER


AND OTHER

SOME HEREDITARY SOME NOTMALADIES


EVERYTHING I CAN TO PREVENTI WANT TO DOTHESE THINGS FROM HAPPENING TO ME


SO I HIRED A NUTRITIONIST


MANUEL VILLACORTA

THIS IS MY NUTRITIONIST


HE WANTS TO PUT AN END TO

AND HELP PEOPLE LIVE HEALTHY LIVESOBESITY


MANUEL HELPED ME SHED

22 LBSAROUND THE WAIST

3 INCHES

IN JUST 10 WEEKS!

AND NEARLY


I’D LIKE TO HELP MANUEL

GOAL

REACH HIS

WHILE I HAVE MORE WORK TO DO TO ACHIEVE MY


CONTENTMANUEL SELLS EXPERTISE AND

TO PEOPLE WHO WANT TO BE

HEALTHY


MULTIPLE CHANNELSMANUEL NEEDS TO PUBLISH RECIPES TO


HUMAN-READABLE

RECIPES ARE DESIGNED TO BE

THEY’RE NOT DESIGNED TO BE EASY TO FIND, REPURPOSE, OR ADAPTSO MANUEL’S JOB IS TIME-CONSUMING, ERROR-PRONE, AND COSTLY


MULTICHANNEL PUBLISHINGMANUEL COULD LEVERAGE

SINGLE-SOURCINGWRITE IT ONCE, USE IT OFTEN


UNIFIED CONTENT STRATEGY

MANUEL COULD ADOPT A

REPEATABLE METHOD | CONSISTENTLY STRUCTURED CONTENT | REUSE


INTELLIGENT CONTENT

MANUEL COULD CREATE

REUSABLE | MODULAR | STRUCTURED | SEMANTICALLY RICH | FORMAT-FREE


MORE AND BETTERMANUEL COULD PRODUCEAND BY DOING THESE THINGS

CONTENTFASTER AND CONSISTENTLY


CAPABILITIESMANUEL WILL ALSO BENEFIT FROM NEW

DISCOVERABILITY RECONFIGURABILITY ADAPTABILITY

AND POWERFUL


RECIPESMAKING MANUEL’SEASY TO FIND | QUICK TO REPURPOSE | AUTOMATICALLY ADAPTABLE


COMPETITION

IT’S NOT ENOUGHTO BEAT THE

WHILE REPACKAGINGRECIPES IS USEFUL


WHAT MANUEL NEEDS IS A

DIFFERENTIATOR


SECRETWEAPON

A


SECRETWEAPONA

BIGGEST PROBLEMSTHAT ADDESSES MANUEL’S


SCALABLEMANUEL IS NOT


HIS CONTENT PRODUCTION PROCESSES DO NOT SUPPORT HIS BUSINESS GOALS


EXPECTATIONSMANUEL’S PATIENTS HAVE HIGH


CUSTOMERSWHO DESIRE EXCEPTIONAL

EXPERIENCES

PATIENTS ARE

AND WHY SHOULDN’T THEY?


EXCEPTIONALCUSTOMER

EXTRAORDINARY

EXPERIENCES


RAREOCCURENCES


PHENOMENALAMAZINGEXPERIENCES


THERE IS NOTHING EXTRAORDINARYABOUT HOW WE HAVE BEEN SERVING

OUR CUSTOMERS


WE MAKE THEM

SEARCHFOR WHAT THEY NEED


DELIVERINGPERSONALIZED

INSTEAD OF

CONTENTEXCEPTIONAL

EXPERIENCES


PERSONALIZED

MISMATCHIT’S A GREAT BIG


DISSATISFACTIONWHICH LEADS TO


BECAUSE…


CUSTOMERSDO NOT WANT TO

RTFM



CALLSUPPORT



USEONLINE HELP



FILTERSEARCH RESULTS


CUSTOMERSDO NOT WANT TONAVIGATEYOUR DECISION TREE


CUSTOMERSDO NOT WANT TODOWNLOADYOUR PLUG-IN


CUSTOMERSDO NOT WANT TOCOMPLETE YOUR FORM


CUSTOMERSDO NOT WANT TOLEARN YOURJARGON


CUSTOMERSDO NOT WANT TODO THE WORKYOU SHOULDHAVE DONE FORTHEM AHEAD OF TIME


CUSTOMERSWANT TO FIND THE

MANUEL’S

ENJOYABLEAND EFFORTLESS WAYTO GET HEALTHY


GOAL?HOW CAN MANUEL REACH HIS

HOW CAN MANUEL DELIGHT HIS

CUSTOMERS?


SECRETWEAPON

A


COGNITIVE COMPUTINGSIMULATION OF HUMAN THOUGHT PROCESSESMADE POSSIBLE BY SELF-LEARNING SYSTEMS

WEAPONSECRET


LEARNUNDERSTAND MASSIVE DATA SETS UNSTRUCTURED AND STRUCTURED

AT SCALE

COGNITIVE COMPUTING SYSTEMS

IN ANY FORMAT/LANGUAGE


MAKE COMPARISONS FORM JUDGEMENTS MAKE GOAL-ORIENTED DECISIONS

REASONWITH PURPOSE


HYPOTHESIZE MAKE SUGGESTIONS AND ASSUMPTIONS


INTERACTWITH HUMANS


NATURALLY

NATURAL LANGUAGE PROCESSING SPEECH, FACIAL, AND IMAGE RECOGNITION


COLLECTIONSOF APPLICATIONS


WEAVED TOGETHER INTO PRACTICAL SOLUTIONS

TEXT ANALYSISDOCUMENT CONVERSIONNATURAL LANGUAGE PROCESSINGMACHINE TRANSLATIONTONE / PERSONALITY ANALYSISTEXT-TO-SPEECH / SPEECH-TO-TEXTCONVERSATION


COGNITIVE COOKINGLET’S TAKE A LOOK AT A SERVICE BASED ON COGNITIVE COMPUTING

A SERVICE THAT CAN PROVIDE MANUEL WITH THE SECRET WEAPON HE NEEDS


COGNITIVE COOKINGTHINKOF

AS A FORMULA


DATA + HUMAN KNOWLEDGE + RECIPES

UNSTRUCTURED | SEMI-STRUCTURED | STRUCTURED ANY FORMAT | ANY LANGUAGE

COGNITIVE COOKING =


COGNITIVE COOKINGFLORIAN PINEL: THE FUTURE OF FOOD

HIS TALK DEMYSTIFIED THE POSSIBILITIES

A COLLABORATION BETWEEN IBM AND THE INSTITUTE OF CULINARY EDUCATION

POWERED BY IBM WATSON


CONVERSATIONALCOGNITIVE COOKING IS AN EXAMPLE OF

COMMERCENATURAL, DIALOG-DRIVEN CONVERSATIONS

UNDERSTANDS, REMEMBERS AND USES YOUR PREFERENCES, YOUR NEEDS, YOUR CONTEXT TO DELIVER RELEVANT CONTENT

COGNITIVE SYSTEMS CONSIDER CONTENT AND DATA FROM A

VARIETY OF SOURCES TO DETERMINE THE BEST ANSWERS TO

DELIVER TO YOU


DOWNLOAD TODAY

COMMERCECONVERSATIONALVISIT ON THE WEB

GWYN


DATACOGNITIVE COOKINGCONVERSATIONAL COMMERCE

WHATMIGHT WECOLLECT

TO HELP MANUEL PROVIDE CONTENT AS A SERVICE TO DIFFERENTIATE HIM FROM THE COMPETITION?


TASTE PREFERENCESMANUEL COULD COLLECT

FONDNESS FOR SWEET | SALTY | SAVORY | SPICY


DIETARY REQUIREMENTSNOT OPTIONAL | ESSENTIAL NEED


DIETARY PREFERENCESMORAL | RELGIOUS | HEALTHCARE


WORK HABITSBREAKS | SCHEDULE | LIFE BALANCE


LIFESTYLE CHOICESDIET | EXERCISE | SLEEP PATTERNS | RISK FACTORS


COMMUNICATIONLANGUAGE PREFERENCES | LEARNING STYLE


FAMILY HISTORYDISEASES | CONDITIONS | RISK FACTORS


MEDICAL RECORDSTREATMENTS | MEDICATIONS | LABS | DNA


SCIENTIFIC RESEARCHJOURNAL ARTICLES | OTHER RESEARCH FINDINGS


WHEN ALL OF THIS DATAIS UNDERSTOOD AND ACTED UPON BY A COGNITIVE COMPUTING SYSTEM

MANUEL COULD PROVIDE HIS PATIENTS A COLLECTION OF PERSONALIZED RECIPES BASED ON A CLEAR UNDERSTANDING OF BOTH

PREFERENCES REQUIREMENTS RISK FACTORS MEDICAL HISTORY

PERSONAL DATARESEARCH STATISTICS ACTUARIAL DATA DEMOGRAPHIC

PUBLIC DATA


RESULTPROVIDING CONTENT DESIGNED JUST FOR YOU DATA-DRIVEN CONTENT TAILORED TO MEET YOUR NEEDS AND YOUR EXPECTATIONS AN EXCEPTIONAL CUSTOMER EXPERIENCE

THEWITH COGNITIVE CONTENTMANUEL CAN BEAT THE COMPETITION BY

EACH AND EVERY TIME!


THAT’S NOT ALL


WHAT IF MANUEL COULD CONNECT HIS SERVICES TO THE SERVICES OF OTHERS?


SERVICE PROVIDER FOCUSES ON CORE

COMPETENCY

DATA COLLECTION, AUGMENTATION, AND ANALYSIS, RECIPE RECOMMENDATIONS,

RECIPE CREATION, CONTENT PROCESSING, TRANSLATION, DELIVERY

RECIPE PRINTING, INGREDIENT

PROCUREMENT, PACKAGING,

DELIVERY


WHAT IF YOU COULD DO THE SAME FOR YOUR

PROSPECTS AND CUSTOMERS?


YOU CAN! BUT YOU’RE GOING TO NEED A FEW THINGS


EXPLORE AND LEARNWILLINGNESS TO

WITHOUT THE NEED FOR IMMEDIATE ROI

YOU WILL NEED


LEADERSHIP SUPPORTTOP-LEVEL

A CLEAR MANDATE FOR IMPROVING THE CUSTOMER EXPERIENCE

YOU WILL NEED


BUDGETFOR THE RESOURCES, TOOLS, AND TIME REQUIRED

YOU WILL NEED

SUFFICIENT


MINDSETA TEAM FOCUSED ON INNOVATION

YOU WILL NEED

DISRUPTIVE


INTRAPRENEURSPEOPLE WHO TURN IDEAS INTO PROFITABLE IMPROVEMENTS AND PRODUCTS THROUGH ASSERTIVE RISK-TAKING AND INNOVATION

YOU WILL NEED


COGNITIVE COMPUTINGIS IN ITS INFANCY

LEARN EVERYTHINGYOU CAN ABOUTMACHINE LEARNING





FEBRUARY 15,2017


LUNCH-N-LEARN

STORYTELLING

MARCH 22, 2017 SAN FRANCISCO

FROM MADMEN TO EVERYDAY (WO)MEN

BRANDTIM SAE KOO • TINT


MENLO PARK, CA

MAY 15-17, 2017

#IDW2017 WWW.INFORMATIONDEVELOPMENTWORLD.COM

EXPERIENCES WITH CONTENTCREATING EXCEPTIONAL CUSTOMER

INFORMATIONDEVELOPMENTWORLD 2017

Technology

The cognitive era and the future of content