Scott Abel: The Cognitive Era and the Future of Content

#LAVACON #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM

FUTURE OFTHE COGNITIVE ERA AND THE

CONTENTBY SCOTT ABEL


THE CONTENT WRANGLER

I’M SCOTT ABEL


THE CONTENT STRATEGY SERIES

I’M THE CREATOR 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


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*


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


DO EVERYTHING I CAN TO PREVENT THESE THINGS

SO I HIRED A NURTITIONIST

I WANT TOFROM HAPPENING TO ME


MANUEL VILLACORTA

THIS IS MY NUTRITIONIST


HE WANTS TO PUT AN END TO

AND HELP PEOPLE LIVE HEALTHY LIVESOBESITY


MANUEL HAS HELPED ME SHED

28 LBSAROUND THE WAIST

3 INCHES

IN JUST 8 WEEKS!

AND


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, AND 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 MORE 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


CUSTOMERSMANUEL’S PATIENTS ARE

AND CUSTOMEREXPECTATIONSARE INCREASINGLY

HIGH


CUSTOMERSDESIRE EXCEPTIONAL

AND CHANCES AREYOUR COMPANYSAYS THEY FOCUSON DELIVERING

EXPERIENCES

THEM


EXCEPTIONALCUSTOMER EXPERIENCES

EXTRAORDINARY | OUTSTANDING

ARE RARE OCCURANCES

PHENOMENAL EVENTS


THERE IS NOTHING EXTRAORDINARYABOUT HOW WE HAVE BEEN SERVING

OUR CUSTOMERS


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


COGNITIVE COMPUTINGSIMULUATION 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 DIFFERNTIATE 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


FAMILY HISTORYDISEASES | CONDITIONS | RISK FACTORS


MEDICAL RECORDSTREATMENTS | MEDICATIONS | LABS | DNA


SCIENTIFIC RESEARCHJOURNAL ARTICLES | OTHER RESEARCH FINDINGS


WHEN ALL OF THIS DATAIS UNDERSTOOD AND ACTED UP 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 WITH

THE SERVICES OF OTHERS?


SERVICE PROVIDER FOCUSES ON CORE

COMPETENCY

DATA COLLECTION, AUGMENTATION, AND ANALYSIS,

RECIPE RECOMMENDATIONS, RECIPE CREATION AND CONTENT

PROCESSING

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 CANSTART HEREIBM.COM/WATSON


FUTURE OFTHE COGNITIVE ERA AND THE

CONTENTBY SCOTT ABEL

Leadership & Management

Scott Abel: The Cognitive Era and the Future of Content