Download - The cognitive era and the future of content
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
AND THE FUTURETHE COGNITIVE ERA
FEBRUARY 15,2017
OF CONTENTWITH SCOTT ABEL, THE CONTENT WRANGLER
LUNCH-N-LEARN
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
THANK YOU
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QUADRUS CONFERENCE CENTER
MENLO PARK, CA
MAY 15-17, 2017
#IDW2017 WWW.INFORMATIONDEVELOPMENTWORLD.COM
EXPERIENCES WITH CONTENTCREATING EXCEPTIONAL CUSTOMER
INFORMATIONDEVELOPMENTWORLD 2017
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INFORMATIONDEVELOPMENT
WORLD
QUADRUS CONFERENCE CENTER
MENLO PARK, CA
MAY 15-17, 2017
WWW.INFORMATIONDEVELOPMENTWORLD.COM
REVOLUTION
PREPARINGYOUR CONTENT FOR THE
ARTIFICIAL INTELLIGENCE
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TECHNICAL COMMUNICATORS ASSOCIATION OF NEW ZEALAND
APRIL 10-12, 2017 COLLABORATE
QUALITY HOTEL • AUCKLAND
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LOCWORLD34 • JUNE 14-16, 2017
BARCELONAWWW.LOCWORLD.COM
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STORYTELLING
MARCH 22, 2017 SAN FRANCISCO
FROM MADMEN TO EVERYDAY (WO)MEN
BRANDTIM SAE KOO • TINT
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
AND THE FUTURETHE COGNITIVE ERA
FEBRUARY 15,2017
OF CONTENTWITH SCOTT ABEL, THE CONTENT WRANGLER
LUNCH-N-LEARN
![Page 9: The cognitive era and the future of content](https://reader035.vdocuments.site/reader035/viewer/2022070600/58ad74851a28ab2a768b4f35/html5/thumbnails/9.jpg)
#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
THE CONTENT WRANGLER
I’M SCOTT ABEL
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
THE CONTENT STRATEGY SERIES
I’M THE CREATOR OF
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
SAN FRANCISCO CONTENT STRATEGY CONTENT MARKETING PROS MEETUP
I’M THE HOST OF
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
I LIVE AND WORK IN SAN FRANCISCO
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
CONTENT OPTIMIZATIONI’M AN EVANGELIST FOR
ADVANCED INFORMATION DEVELOPMENT AND MANAGEMENTAND COGNITIVE COMPUTING
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
CONTENT IS A BUSINESS ASSETWORTHY OF BEING MANAGED EFFICIENTLYAND
EFFECTIVELY
MY MANTRA
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
CAT DADI’M A
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
AN
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
UNCLEAN
TOURAND A
GUIDE
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
PESCATARIANI’M ALSO
NO MAMMAL OR BIRD FLESH, BUT INCLUDES FISH, AND MAY INCLUDE EGGS AND DAIRY
BY NECESSITY… NOT BY PREFERENCE
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
35.7%AND, JUST LIKE
OF AMERICANS*
* JOURNAL OF AMERICAN MEDICAL ASSOCIATION, NATIONAL HEALTH AND NUTRITION EXAMINATION SURVEY
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
I STRUGGLE WITH OBESITY
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
1 IN 3ADULTS IN THE U.S.
MORE THAN
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
MORE THAN ONE THIRD
78.6+MILLIONADULTS IN THE U.S.
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
$210 BILLIONIS RESPONSIBLE FOR
OBESITYIN HEALTHCARE COSTS*
* JOURNAL OF AMERICAN MEDICAL ASSOCIATION, NATIONAL HEALTH AND NUTRITION EXAMINATION SURVEY
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
ABSENTEEISMIS ASSOCIATED WITH
OBESITYCOSTING U.S. BUSINESSES
$4.3 BILLION
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
LIKE MANY PEOPLE,
TO MAINTAIN AI STRUGGLEHEALTHY WEIGHT
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
MEMBERS OF MY FAMILY
OF COLORECTAL HAVE DIED
CANCER
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
AND OTHER
SOME HEREDITARY SOME NOTMALADIES
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
EVERYTHING I CAN TO PREVENTI WANT TO DOTHESE THINGS FROM HAPPENING TO ME
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
SO I HIRED A NUTRITIONIST
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
MANUEL VILLACORTA
THIS IS MY NUTRITIONIST
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
HE WANTS TO PUT AN END TO
AND HELP PEOPLE LIVE HEALTHY LIVESOBESITY
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
MANUEL HELPED ME SHED
22 LBSAROUND THE WAIST
3 INCHES
IN JUST 10 WEEKS!
AND NEARLY
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
I’D LIKE TO HELP MANUEL
GOAL
REACH HIS
WHILE I HAVE MORE WORK TO DO TO ACHIEVE MY
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
CONTENTMANUEL SELLS EXPERTISE AND
TO PEOPLE WHO WANT TO BE
HEALTHY
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
MULTIPLE CHANNELSMANUEL NEEDS TO PUBLISH RECIPES TO
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
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
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
MULTICHANNEL PUBLISHINGMANUEL COULD LEVERAGE
SINGLE-SOURCINGWRITE IT ONCE, USE IT OFTEN
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
UNIFIED CONTENT STRATEGY
MANUEL COULD ADOPT A
REPEATABLE METHOD | CONSISTENTLY STRUCTURED CONTENT | REUSE
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
INTELLIGENT CONTENT
MANUEL COULD CREATE
REUSABLE | MODULAR | STRUCTURED | SEMANTICALLY RICH | FORMAT-FREE
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
MORE AND BETTERMANUEL COULD PRODUCEAND BY DOING THESE THINGS
CONTENTFASTER AND CONSISTENTLY
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
CAPABILITIESMANUEL WILL ALSO BENEFIT FROM NEW
DISCOVERABILITY RECONFIGURABILITY ADAPTABILITY
AND POWERFUL
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
RECIPESMAKING MANUEL’SEASY TO FIND | QUICK TO REPURPOSE | AUTOMATICALLY ADAPTABLE
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
COMPETITION
IT’S NOT ENOUGHTO BEAT THE
WHILE REPACKAGINGRECIPES IS USEFUL
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
WHAT MANUEL NEEDS IS A
DIFFERENTIATOR
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
SECRETWEAPON
A
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
SECRETWEAPONA
BIGGEST PROBLEMSTHAT ADDESSES MANUEL’S
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
SCALABLEMANUEL IS NOT
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
HIS CONTENT PRODUCTION PROCESSES DO NOT SUPPORT HIS BUSINESS GOALS
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
EXPECTATIONSMANUEL’S PATIENTS HAVE HIGH
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
CUSTOMERSWHO DESIRE EXCEPTIONAL
EXPERIENCES
PATIENTS ARE
AND WHY SHOULDN’T THEY?
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
EXCEPTIONALCUSTOMER
EXTRAORDINARY
EXPERIENCES
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
RAREOCCURENCES
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
PHENOMENALAMAZINGEXPERIENCES
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
THERE IS NOTHING EXTRAORDINARYABOUT HOW WE HAVE BEEN SERVING
OUR CUSTOMERS
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
WE MAKE THEM
SEARCHFOR WHAT THEY NEED
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
DELIVERINGPERSONALIZED
INSTEAD OF
CONTENTEXCEPTIONAL
EXPERIENCES
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
PERSONALIZED
MISMATCHIT’S A GREAT BIG
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
DISSATISFACTIONWHICH LEADS TO
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
BECAUSE…
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
CUSTOMERSDO NOT WANT TO
RTFM
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
CUSTOMERSDO NOT WANT TO
CALLSUPPORT
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
CUSTOMERSDO NOT WANT TO
USEONLINE HELP
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
CUSTOMERSDO NOT WANT TO
FILTERSEARCH RESULTS
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
CUSTOMERSDO NOT WANT TONAVIGATEYOUR DECISION TREE
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
CUSTOMERSDO NOT WANT TODOWNLOADYOUR PLUG-IN
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
CUSTOMERSDO NOT WANT TOCOMPLETE YOUR FORM
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
CUSTOMERSDO NOT WANT TOLEARN YOURJARGON
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
CUSTOMERSDO NOT WANT TODO THE WORKYOU SHOULDHAVE DONE FORTHEM AHEAD OF TIME
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#SFCSCMP #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
CUSTOMERSWANT TO FIND THE
MANUEL’S
ENJOYABLEAND EFFORTLESS WAYTO GET HEALTHY
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GOAL?HOW CAN MANUEL REACH HIS
HOW CAN MANUEL DELIGHT HIS
CUSTOMERS?
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SECRETWEAPON
A
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COGNITIVE COMPUTINGSIMULATION OF HUMAN THOUGHT PROCESSESMADE POSSIBLE BY SELF-LEARNING SYSTEMS
WEAPONSECRET
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LEARNUNDERSTAND MASSIVE DATA SETS UNSTRUCTURED AND STRUCTURED
AT SCALE
COGNITIVE COMPUTING SYSTEMS
IN ANY FORMAT/LANGUAGE
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MAKE COMPARISONS FORM JUDGEMENTS MAKE GOAL-ORIENTED DECISIONS
REASONWITH PURPOSE
COGNITIVE COMPUTING SYSTEMS
HYPOTHESIZE MAKE SUGGESTIONS AND ASSUMPTIONS
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INTERACTWITH HUMANS
COGNITIVE COMPUTING SYSTEMS
NATURALLY
NATURAL LANGUAGE PROCESSING SPEECH, FACIAL, AND IMAGE RECOGNITION
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COLLECTIONSOF APPLICATIONS
COGNITIVE COMPUTING SYSTEMS
WEAVED TOGETHER INTO PRACTICAL SOLUTIONS
TEXT ANALYSISDOCUMENT CONVERSIONNATURAL LANGUAGE PROCESSINGMACHINE TRANSLATIONTONE / PERSONALITY ANALYSISTEXT-TO-SPEECH / SPEECH-TO-TEXTCONVERSATION
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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
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COGNITIVE COOKINGTHINKOF
AS A FORMULA
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DATA + HUMAN KNOWLEDGE + RECIPES
UNSTRUCTURED | SEMI-STRUCTURED | STRUCTURED ANY FORMAT | ANY LANGUAGE
COGNITIVE COOKING =
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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
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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
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DOWNLOAD TODAY
COMMERCECONVERSATIONALVISIT ON THE WEB
GWYN
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DATACOGNITIVE COOKINGCONVERSATIONAL COMMERCE
WHATMIGHT WECOLLECT
TO HELP MANUEL PROVIDE CONTENT AS A SERVICE TO DIFFERENTIATE HIM FROM THE COMPETITION?
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TASTE PREFERENCESMANUEL COULD COLLECT
FONDNESS FOR SWEET | SALTY | SAVORY | SPICY
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DIETARY REQUIREMENTSNOT OPTIONAL | ESSENTIAL NEED
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DIETARY PREFERENCESMORAL | RELGIOUS | HEALTHCARE
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WORK HABITSBREAKS | SCHEDULE | LIFE BALANCE
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LIFESTYLE CHOICESDIET | EXERCISE | SLEEP PATTERNS | RISK FACTORS
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COMMUNICATIONLANGUAGE PREFERENCES | LEARNING STYLE
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FAMILY HISTORYDISEASES | CONDITIONS | RISK FACTORS
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MEDICAL RECORDSTREATMENTS | MEDICATIONS | LABS | DNA
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SCIENTIFIC RESEARCHJOURNAL ARTICLES | OTHER RESEARCH FINDINGS
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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
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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!
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THAT’S NOT ALL
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WHAT IF MANUEL COULD CONNECT HIS SERVICES TO THE SERVICES OF OTHERS?
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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
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WHAT IF YOU COULD DO THE SAME FOR YOUR
PROSPECTS AND CUSTOMERS?
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YOU CAN! BUT YOU’RE GOING TO NEED A FEW THINGS
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EXPLORE AND LEARNWILLINGNESS TO
WITHOUT THE NEED FOR IMMEDIATE ROI
YOU WILL NEED
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LEADERSHIP SUPPORTTOP-LEVEL
A CLEAR MANDATE FOR IMPROVING THE CUSTOMER EXPERIENCE
YOU WILL NEED
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BUDGETFOR THE RESOURCES, TOOLS, AND TIME REQUIRED
YOU WILL NEED
SUFFICIENT
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MINDSETA TEAM FOCUSED ON INNOVATION
YOU WILL NEED
DISRUPTIVE
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INTRAPRENEURSPEOPLE WHO TURN IDEAS INTO PROFITABLE IMPROVEMENTS AND PRODUCTS THROUGH ASSERTIVE RISK-TAKING AND INNOVATION
YOU WILL NEED
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COGNITIVE COMPUTINGIS IN ITS INFANCY
LEARN EVERYTHINGYOU CAN ABOUTMACHINE LEARNING
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AND THE FUTURETHE COGNITIVE ERA
FEBRUARY 15,2017
OF CONTENTWITH SCOTT ABEL, THE CONTENT WRANGLER
LUNCH-N-LEARN
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STORYTELLING
MARCH 22, 2017 SAN FRANCISCO
FROM MADMEN TO EVERYDAY (WO)MEN
BRANDTIM SAE KOO • TINT
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QUADRUS CONFERENCE CENTER
MENLO PARK, CA
MAY 15-17, 2017
#IDW2017 WWW.INFORMATIONDEVELOPMENTWORLD.COM
EXPERIENCES WITH CONTENTCREATING EXCEPTIONAL CUSTOMER
INFORMATIONDEVELOPMENTWORLD 2017