The Cognitive Era and the Future of Content with Scott Abel

#IDW2017 SCOTT@THECONTENTWRANGLER.COM @SCOTTABEL THECONTENTWRANGLER.COM
@SCOTTABEL #IDW2017
AND THE FUTURE
COGNITIVE
CONTENT
WITH SCOTT ABEL, THE CONTENT WRANGLER
ERAOF
THE

@SCOTTABEL #IDW2017

@SCOTTABEL #IDW2017
SCOTT
THE
CONTENT
WRANGLER
ABELKolbe 8-3-7-2 | Myers-Briggs ENTP

@SCOTTABEL #IDW2017
CONTENT STRATEGY
THE BADBOY OF

@SCOTTABEL #IDW2017
I LIVE AND WORK IN SAN FRANCISCO
@SCOTTABEL #IDW2017

@SCOTTABEL #IDW2017
CONTENT OPTIMIZATION
I’M AN EVANGELIST FOR
ADVANCED INFORMATION DEVELOPMENT AND MANAGEMENT
AND COGNITIVE COMPUTING

@SCOTTABEL #IDW2017
THE CONTENT
STRATEGY
SERIES
I’M THE CREATOR OF

@SCOTTABEL #IDW2017
I’M THE CO-CREATOR OF
QUADRUS CONFERENCE CENTER
MENLO PARK, CA
MAY 15-17, 2017
#IDW2017 WWW.INFORMATIONDEVELOPMENTWORLD.COM
EXPERIENCES WITH CONTENT
CREATING EXCEPTIONAL CUSTOMER
INFORMATION
DEVELOPMENT
WORLD 2017

@SCOTTABEL #IDW2017
CONTENT IS A BUSINESS ASSET
WORTHY OF BEING MANAGED
EFFICIENTLYAND
EFFECTIVELY
MY MANTRA

@SCOTTABEL #IDW2017
CAT DAD
I’M A

@SCOTTABEL #IDW2017
AN
@SCOTTABEL #IDW2017

@SCOTTABEL #IDW2017
UNCLE
AN
TOUR
AND A
GUIDE
@SCOTTABEL #IDW2017

@SCOTTABEL #IDW2017
PESCATARIAN
I’M ALSO
NO MAMMAL OR BIRD FLESH, BUT INCLUDES
FISH, AND MAY INCLUDE EGGS AND DAIRY
BY NECESSITY…
NOT BY PREFERENCE

@SCOTTABEL #IDW2017
35.7%
AND, JUST LIKE
OF AMERICANS*
* JOURNAL OF AMERICAN MEDICAL ASSOCIATION, NATIONAL HEALTH AND NUTRITION EXAMINATION SURVEY

@SCOTTABEL #IDW2017
I STRUGGLE WITH OBESITY
@SCOTTABEL #IDW2017

@SCOTTABEL #IDW2017
MAY NOT BE WHAT YOU THINK IT IS
OBESITY

@SCOTTABEL #IDW2017
OBESITYIS DETERMINED BY YOUR
BODY MASS INDEX
SCORE

@SCOTTABEL #IDW2017
BMIIS A MATHEMATICAL
CALCULATION
[WEIGHT (LBS) + HEIGHT (IN) ] X 704.5 = BMI
2

@SCOTTABEL #IDW2017
HOW MUCH OF A PROBLEM IS OBESITY?

@SCOTTABEL #IDW2017
OBESITYIS A LEADING CAUSE OF
•MORTALITY 
•MORBIDITY
•DISABILITY

@SCOTTABEL #IDW2017
1 IN 3ADULTS IN THE U.S.
MORE THAN

@SCOTTABEL #IDW2017
MORE THAN ONE THIRD
78.6+
MILLION
ADULTS IN THE U.S.

@SCOTTABEL #IDW2017
AN EQUAL AMOUNT ARE
OVERWEIGHT
BUT HAVE YET TO CROSS OVER
INTO THE OBESE CATEGORY

@SCOTTABEL #IDW2017
$210 BILLIONIS RESPONSIBLE FOR
OBESITYIN U.S. HEALTHCARE COSTS*
* JOURNAL OF AMERICAN MEDICAL ASSOCIATION, NATIONAL HEALTH AND NUTRITION EXAMINATION SURVEY

@SCOTTABEL #IDW2017
ABSENTEEISM
IS ASSOCIATED WITH
OBESITY
COSTING U.S. BUSINESSES
$4.3 BILLION

@SCOTTABEL #IDW2017
AND DISCRIMINATION
OBESITY
WAGES AND JOBS 
PROMOTIONS
HOUSING
TRANSPORTATION

@SCOTTABEL #IDW2017
INCREASES COSTS
OBESITY
HEALTHCARE 
INSURANCE 
TRANSPORTATION

@SCOTTABEL #IDW2017
DECREASES INCOME
OBESITY
LOWER SALARIES 
FEWER PROMOTIONS

@SCOTTABEL #IDW2017
LIKE MANY PEOPLE,
TO MAINTAIN A
I STRUGGLE
HEALTHY WEIGHT

@SCOTTABEL #IDW2017
MEMBERS OF MY FAMILY
OF COLORECTAL
HAVE DIED
CANCER

@SCOTTABEL #IDW2017
AND OTHER
SOME HEREDITARY SOME NOT
MALADIES

@SCOTTABEL #IDW2017
EVERYTHING I CAN TO PREVENT
I WANT TO DO
THESE THINGS FROM HAPPENING TO ME
@SCOTTABEL #IDW2017

@SCOTTABEL #IDW2017
SO I HIRED A NUTRITIONIST
@SCOTTABEL #IDW2017

@SCOTTABEL #IDW2017
MANUEL
VILLACORTA
THIS IS MY NUTRITIONIST
@SCOTTABEL #IDW2017

@SCOTTABEL #IDW2017
HE WANTS TO PUT AN END TO
AND HELP PEOPLE LIVE HEALTHY LIVES
OBESITY

@SCOTTABEL #IDW2017
MANUEL HELPED ME SHED
22 LBS
AROUND THE WAIST
3 INCHES
AND NEARLY

@SCOTTABEL #IDW2017
I’D LIKE TO HELP MANUEL
GOAL
REACH HIS
WHILE I HAVE MORE WORK
TO DO TO ACHIEVE MY

@SCOTTABEL #IDW2017
CONTENT
MANUEL SELLS EXPERTISE AND
TO PEOPLE WHO WANT TO BE
HEALTHY

@SCOTTABEL #IDW2017
MULTIPLE CHANNELS
MANUEL NEEDS TO PUBLISH RECIPES TO

@SCOTTABEL #IDW2017
RECIPES ARE  
DESIGNED TO BE
READ BY HUMANS

@SCOTTABEL #IDW2017
THEY’RE NOT DESIGNED TO BE
PROCESSED BY
COMPUTERS
BUT

@SCOTTABEL #IDW2017
THEY’RE NOT
MACHINE-READY

@SCOTTABEL #IDW2017
CONTENT PRODUCTION
TO PROVIDE MAXIMUM VALUE
AND DELIVERY MUST EMBRACE
THE POWER OF AUTOMATION

@SCOTTABEL #IDW2017
INCONSISTENCIES
PREVENT INTERCHANGE BETWEEN SYSTEMS
@SCOTTABEL #IDW2017

@SCOTTABEL #IDW2017
SO, MANUEL’S
TIME-CONSUMING, ERROR-PRONE, AND COSTLY
JOB INVOLVES MANY
HIS RECIPES ARE NOT DESIGNED TO BE EASY TO FIND, REPURPOSE, OR ADAPT
MANUAL TASKS
THEY ARE NOT MACHINE-READY

@SCOTTABEL #IDW2017
MULTICHANNEL PUBLISHING
MANUEL COULD LEVERAGE
SINGLE-SOURCING
WRITE IT ONCE,
USE IT OFTEN

@SCOTTABEL #IDW2017
UNIFIED CONTENT
STRATEGY
MANUEL COULD ADOPT A
REPEATABLE METHOD | CONSISTENTLY STRUCTURED CONTENT | REUSE

@SCOTTABEL #IDW2017
INTELLIGENT
CONTENT
MANUEL COULD CREATE
REUSABLE | MODULAR | STRUCTURED | SEMANTICALLY RICH | FORMAT-FREE

@SCOTTABEL #IDW2017
MORE AND BETTER
PRODUCE
CONTENT
FASTER AND MORE CONSISTENTLY
IF HE ADOPTED THESE METHODS, MANUEL COULD

@SCOTTABEL #IDW2017
CAPABILITIES
MANUEL WOULD ALSO BENEFIT FROM NEW
DISCOVERABILITY
RECONFIGURABILITY
ADAPTABILITY
AND POWERFUL
@SCOTTABEL #IDW2017

@SCOTTABEL #IDW2017
RECIPESMAKING MANUEL’S
EASY TO FIND | QUICK TO REPURPOSE | AUTOMATICALLY ADAPTABLE

@SCOTTABEL #IDW2017
COMPETITION
IT’S NOT ENOUGH
TO BEAT THE
WHILE REPACKAGING
RECIPES IS USEFUL

@SCOTTABEL #IDW2017
WHAT MANUEL NEEDS IS A
DIFFERENTIATOR

@SCOTTABEL #IDW2017
SECRET
WEAPON
A

@SCOTTABEL #IDW2017
SECRET
WEAPON
A
BIGGEST PROBLEMS
THAT ADDESSES MANUEL’S

@SCOTTABEL #IDW2017
SCALABLE
MANUEL IS NOT

@SCOTTABEL #IDW2017
HIS CONTENT PRODUCTION PROCESSES
DO NOT SUPPORT HIS BUSINESS GOALS

@SCOTTABEL #IDW2017
EXPECTATIONS
MANUEL’S PATIENTS HAVE HIGH

@SCOTTABEL #IDW2017
CUSTOMERSWHO DESIRE EXCEPTIONAL
EXPERIENCES
PATIENTS ARE
AND WHY SHOULDN’T THEY?

@SCOTTABEL #IDW2017
EXCEPTIONAL
CUSTOMER
EXTRAORDINARY
EXPERIENCES

@SCOTTABEL #IDW2017
RARE
OCCURENCES
@SCOTTABEL #IDW2017

@SCOTTABEL #IDW2017
PHENOMENAL
AMAZING
EXPERIENCES
@SCOTTABEL #IDW2017

@SCOTTABEL #IDW2017
THERE IS NOTHING
EXTRAORDINARY
ABOUT HOW WE HAVE BEEN SERVING
OUR CUSTOMERS

@SCOTTABEL #IDW2017
WE MAKE THEM
SEARCHFOR WHAT THEY NEED
@SCOTTABEL #IDW2017

@SCOTTABEL #IDW2017
DELIVERING
PERSONALIZED
INSTEAD OF
CONTENT
EXCEPTIONAL
EXPERIENCES

@SCOTTABEL #IDW2017
PERSONALIZED
MISMATCH
IT’S A GREAT BIG
@SCOTTABEL #IDW2017

@SCOTTABEL #IDW2017
DISSATISFACTION
WHICH LEADS TO
@SCOTTABEL #IDW2017

@SCOTTABEL #IDW2017
BECAUSE…
@SCOTTABEL #IDW2017

@SCOTTABEL #IDW2017
CUSTOMERS
DO NOT WANT TO
RTFM

@SCOTTABEL #IDW2017
CUSTOMERS
DO NOT WANT TO
CALL
SUPPORT

@SCOTTABEL #IDW2017
CUSTOMERS
DO NOT WANT TO
USEONLINE HELP

@SCOTTABEL #IDW2017
CUSTOMERS
DO NOT WANT TO
FILTER
SEARCH RESULTS

@SCOTTABEL #IDW2017
CUSTOMERS
DO NOT WANT TO
NAVIGATE
YOUR DECISION TREE

@SCOTTABEL #IDW2017
CUSTOMERS
DO NOT WANT TO
DOWNLOAD
YOUR PLUG-IN

@SCOTTABEL #IDW2017
CUSTOMERS
DO NOT WANT TO
COMPLETE
YOUR FORM

@SCOTTABEL #IDW2017
CUSTOMERS
DO NOT WANT TO
LEARN YOUR
JARGON

@SCOTTABEL #IDW2017
CUSTOMERS
DO NOT WANT TO
DO THE WORK
YOU SHOULD
HAVE DONE FOR
THEM AHEAD OF TIME

@SCOTTABEL #IDW2017
CUSTOMERS
WANT TO FIND THE
MANUEL’S
ENJOYABLE
AND EFFORTLESS WAY
TO GET HEALTHY

@SCOTTABEL #IDW2017
GOAL?
HOW CAN MANUEL REACH HIS
HOW CAN MANUEL DELIGHT HIS
CUSTOMERS?

@SCOTTABEL #IDW2017
COGNITIVE
COMPUTING
SIMULATION OF HUMAN THOUGHT PROCESSES
MADE POSSIBLE BY SELF-LEARNING SYSTEMS
WEAPON
SECRET

@SCOTTABEL #IDW2017
LEARN
UNDERSTAND MASSIVE DATA SETS
UNSTRUCTURED AND STRUCTURED
AT SCALE
COGNITIVE COMPUTING SYSTEMS
IN ANY FORMAT/LANGUAGE

@SCOTTABEL #IDW2017
MAKE COMPARISONS 
FORM JUDGEMENTS 
MAKE GOAL-ORIENTED DECISIONS
REASONWITH PURPOSE
HYPOTHESIZE
MAKE SUGGESTIONS 
AND ASSUMPTIONS

@SCOTTABEL #IDW2017
INTERACTWITH HUMANS
NATURALLY
NATURAL LANGUAGE PROCESSING 
SPEECH, FACIAL, AND IMAGE RECOGNITION

@SCOTTABEL #IDW2017
COLLECTIONS
OF APPLICATIONS
WEAVED TOGETHER INTO PRACTICAL SOLUTIONS
TEXT ANALYSIS
DOCUMENT CONVERSION
NATURAL LANGUAGE PROCESSING
MACHINE TRANSLATION
TONE / PERSONALITY ANALYSIS
TEXT-TO-SPEECH / SPEECH-TO-TEXT
CONVERSATION

@SCOTTABEL #IDW2017
COGNITIVE COOKING
LET’S TAKE A LOOK AT A SERVICE BASED ON COGNITIVE COMPUTING
A SERVICE THAT CAN PROVIDE MANUEL WITH THE SECRET WEAPON HE NEEDS

@SCOTTABEL #IDW2017
COGNITIVE COOKING
THINKOF
AS A FORMULA

@SCOTTABEL #IDW2017
DATA + HUMAN KNOWLEDGE + RECIPES
UNSTRUCTURED | SEMI-STRUCTURED | STRUCTURED
ANY FORMAT | ANY LANGUAGE
COGNITIVE COOKING =

@SCOTTABEL #IDW2017
COGNITIVE COOKING
FLORIAN PINEL: THE FUTURE OF FOOD
HIS TALK DEMYSTIFIED THE POSSIBILITIES
A COLLABORATION BETWEEN IBM AND THE INSTITUTE OF CULINARY EDUCATION
POWERED BY IBM WATSON

@SCOTTABEL #IDW2017
CONVERSATIONAL
COGNITIVE 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

@SCOTTABEL #IDW2017
DOWNLOAD TODAY
COMMERCE
CONVERSATIONALVISIT ON THE WEB
GWYN

@SCOTTABEL #IDW2017
DATA
COGNITIVE COOKING
CONVERSATIONAL COMMERCE
WHAT
MIGHT WE
COLLECT
TO HELP MANUEL PROVIDE CONTENT AS A SERVICE
TO DIFFERENTIATE HIM FROM THE COMPETITION?

@SCOTTABEL #IDW2017
TASTE PREFERENCES
MANUEL COULD COLLECT
FONDNESS FOR SWEET | SALTY | SAVORY | SPICY

@SCOTTABEL #IDW2017
DIETARY REQUIREMENTS
NOT OPTIONAL | ESSENTIAL NEED

@SCOTTABEL #IDW2017
DIETARY PREFERENCES
MORAL | RELGIOUS | HEALTHCARE

@SCOTTABEL #IDW2017
WORK HABITS
BREAKS | SCHEDULE | LIFE BALANCE

@SCOTTABEL #IDW2017
LIFESTYLE CHOICES
DIET | EXERCISE | SLEEP PATTERNS | RISK FACTORS

@SCOTTABEL #IDW2017
COMMUNICATION
LANGUAGE PREFERENCES | LEARNING STYLE

@SCOTTABEL #IDW2017
FAMILY HISTORY
DISEASES | CONDITIONS | RISK FACTORS

@SCOTTABEL #IDW2017
MEDICAL RECORDS
TREATMENTS | MEDICATIONS | LABS | DNA

@SCOTTABEL #IDW2017
SCIENTIFIC RESEARCH
JOURNAL ARTICLES | OTHER RESEARCH FINDINGS

@SCOTTABEL #IDW2017
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 DATA
RESEARCH
STATISTICS
ACTUARIAL DATA
DEMOGRAPHIC
PUBLIC DATA

@SCOTTABEL #IDW2017
RESULT
PROVIDING CONTENT
DESIGNED JUST FOR YOU
DATA-DRIVEN CONTENT TAILORED  
TO MEET YOUR NEEDS AND YOUR
EXPECTATIONS
AN EXCEPTIONAL CUSTOMER EXPERIENCE
THE
WITH COGNITIVE CONTENT
MANUEL CAN BEAT THE COMPETITION BY
EACH AND EVERY TIME!

@SCOTTABEL #IDW2017
THAT’S NOT ALL

@SCOTTABEL #IDW2017
WHAT IF MANUEL COULD
CONNECT HIS SERVICES TO
THE SERVICES OF OTHERS?

@SCOTTABEL #IDW2017
SERVICE PROVIDER 
FOCUSES ON CORE 
COMPETENCY
CONTENT PROCESSING,
PERSONALIZATION,  
TRANSLATION, 
DELIVERY
PRINTING,
PROCUREMENT,
PACKAGING, 
FOOD DELIVERY 
PERSONAL 
SERVICE
CONTENT 
MANAGEMENT
EXCEPTIONAL 
EXPERIENCE

@SCOTTABEL #IDW2017
WHAT IF YOU COULD
DO THE SAME FOR YOUR
PROSPECTS AND CUSTOMERS?

@SCOTTABEL #IDW2017
YOU CAN!
BUT YOU’RE GOING TO
NEED A FEW THINGS

@SCOTTABEL #IDW2017
EXPLORE AND LEARN
WILLINGNESS TO
WITHOUT THE NEED FOR IMMEDIATE ROI
YOU WILL NEED

@SCOTTABEL #IDW2017
LEADERSHIP SUPPORT
TOP-LEVEL
A CLEAR MANDATE FOR IMPROVING THE CUSTOMER EXPERIENCE
YOU WILL NEED

@SCOTTABEL #IDW2017
BUDGETFOR THE RESOURCES, TOOLS, AND TIME REQUIRED
YOU WILL NEED
SUFFICIENT

@SCOTTABEL #IDW2017
MINDSETA TEAM FOCUSED ON INNOVATION
YOU WILL NEED
DISRUPTIVE

@SCOTTABEL #IDW2017
INTRAPRENEURS
PEOPLE WHO TURN IDEAS INTO PROFITABLE
IMPROVEMENTS AND PRODUCTS THROUGH
ASSERTIVE RISK-TAKING AND INNOVATION
YOU WILL NEED

@SCOTTABEL #IDW2017
COGNITIVE COMPUTING
IS IN ITS INFANCY
LEARN EVERYTHING
YOU CAN ABOUT
MACHINE LEARNING

@SCOTTABEL #IDW2017
THANK YOU

The Cognitive Era and the Future of Content with Scott Abel

Recommandé

Recommandé

Contenu connexe

Similaire à The Cognitive Era and the Future of Content with Scott Abel

Similaire à The Cognitive Era and the Future of Content with Scott Abel (20)

Plus de Information Development World

Plus de Information Development World (20)

Dernier

Dernier (20)

The Cognitive Era and the Future of Content with Scott Abel