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

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

UNCLEAN

TOURAND A

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

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

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

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

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

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

the cognitive era and the future of content

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