The Cognitive Era and the Future of Content

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

Information
Development
World 2017November 28-30, 2017 • Menlo Park
Don’t miss our next conference!
www.informationdevelopmentworld.com

@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)2 ] X 704.5 = BMI

@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

@SCOTTABEL #IDW2017
THE CONTENT
WRANGLER
I’M SCOTT ABEL
QUESTIONS?

The Cognitive Era and the Future of Content

Recomendados

Recomendados

Más contenido relacionado

Similar a The Cognitive Era and the Future of Content

Similar a The Cognitive Era and the Future of Content (20)

Más de Scott Abel

Más de Scott Abel (20)

Último

Último (20)

The Cognitive Era and the Future of Content