Scott Abel: The Cognitive Era and the Future of Content

#LAVACON #COGNITIVECOMPUTING @SCOTTABEL THECONTENTWRANGLER.COM
FUTURE OF
THE COGNITIVE ERA AND THE
CONTENT
BY 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 OPTIMIZATION
I’M AN EVANGELIST FOR
ADVANCED INFORMATION DEVELOPMENT AND MANAGEMENT
AND COGNITIVE COMPUTING

CONTENT IS A BUSINESS ASSET
WORTHY OF BEING MANAGED
EFFICIENTLYAND
EFFECTIVELY
MY MANTRA

CAT DAD
I’M A

AN

UNCLE
AN
TOUR
AND A
GUIDE

PESCATARIAN
I’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+
MILLION
ADULTS IN THE U.S.

$210 BILLIONIS RESPONSIBLE FOR
OBESITYIN HEALTHCARE COSTS*

ABSENTEEISM
IS ASSOCIATED WITH
OBESITY
COSTING U.S. BUSINESSES
$4.3 BILLION

LIKE MANY PEOPLE,
TO MAINTAIN A
I STRUGGLE
HEALTHY WEIGHT

MEMBERS OF MY FAMILY
OF COLORECTAL
HAVE DIED
CANCER

AND OTHER
SOME HEREDITARY SOME NOT
MALADIES

DO EVERYTHING I CAN TO PREVENT THESE THINGS
SO I HIRED A NURTITIONIST
I WANT TO
FROM HAPPENING TO ME

MANUEL
VILLACORTA
THIS IS MY NUTRITIONIST

HE WANTS TO PUT AN END TO
AND HELP PEOPLE LIVE HEALTHY LIVES
OBESITY

MANUEL HAS HELPED ME SHED
28 LBS
AROUND 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

CONTENT
MANUEL SELLS EXPERTISE AND
TO PEOPLE WHO WANT TO BE
HEALTHY

MULTIPLE CHANNELS
MANUEL NEEDS TO PUBLISH RECIPES TO

HUMAN-
READABLE
RECIPES ARE
DESIGNED TO BE
THEY’RE NOT DESIGNED TO BE EASY TO FIND, REPURPOSE, AND ADAPT
SO MANUEL’S JOB IS TIME-CONSUMING, ERROR-PRONE, AND COSTLY

MULTICHANNEL PUBLISHING
MANUEL COULD LEVERAGE
SINGLE-SOURCING
WRITE 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 BETTER
MANUEL COULD PRODUCE
AND BY DOING THESE THINGS
CONTENTFASTER AND MORE CONSISTENTLY

CAPABILITIES
MANUEL WILL ALSO BENEFIT FROM NEW
DISCOVERABILITY
RECONFIGURABILITY
ADAPTABILITY
AND POWERFUL

RECIPESMAKING MANUEL’S
EASY TO FIND | QUICK TO REPURPOSE | AUTOMATICALLY ADAPTABLE

COMPETITION
IT’S NOT ENOUGH
TO BEAT THE
WHILE REPACKAGING
RECIPES IS USEFUL

WHAT MANUEL NEEDS IS A
DIFFERENTIATOR

SECRET
WEAPON
A

SECRET
WEAPON
A
BIGGEST PROBLEMS
THAT ADDESSES MANUEL’S

SCALABLE
MANUEL IS NOT

CUSTOMERS
MANUEL’S PATIENTS ARE
AND CUSTOMER
EXPECTATIONS
ARE INCREASINGLY
HIGH

CUSTOMERS
DESIRE EXCEPTIONAL
AND CHANCES ARE
YOUR COMPANY
SAYS THEY FOCUS
ON DELIVERING
EXPERIENCES
THEM

EXCEPTIONAL
CUSTOMER EXPERIENCES
EXTRAORDINARY | OUTSTANDING
ARE RARE OCCURANCES
PHENOMENAL EVENTS

THERE IS NOTHING
EXTRAORDINARY
ABOUT HOW WE HAVE BEEN SERVING
OUR CUSTOMERS

CUSTOMERS
DO NOT WANT TO
RTFM

CUSTOMERS
DO NOT WANT TO
CALL
SUPPORT

CUSTOMERS
DO NOT WANT TO
USEONLINE HELP

CUSTOMERS
DO NOT WANT TO
FILTERSEARCH RESULTS

CUSTOMERS
DO NOT WANT TO
NAVIGATEYOUR DECISION TREE

CUSTOMERS
DO NOT WANT TO
DOWNLOAD
YOUR PLUG-IN

CUSTOMERS
DO NOT WANT TO
COMPLETE
YOUR FORM

CUSTOMERS
DO NOT WANT TO
LEARN YOUR
JARGON

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

CUSTOMERS
WANT TO FIND THE
MANUEL’S
ENJOYABLE
AND EFFORTLESS WAY
TO GET HEALTHY

COGNITIVE
COMPUTING
SIMULUATION OF HUMAN THOUGHT PROCESSES
MADE POSSIBLE BY SELF-LEARNING SYSTEMS
WEAPON
SECRET

LEARN
UNDERSTAND 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

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

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

COGNITIVE COOKING
THINKOF
AS A FORMULA

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

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

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

DOWNLOAD TODAY
COMMERCE
CONVERSATIONALVISIT ON THE WEB
GWYN

DATA
COGNITIVE COOKING
CONVERSATIONAL COMMERCE
WHAT
MIGHT WE
COLLECT
TO HELP MANUEL PROVIDE CONTENT AS A SERVICE
TO DIFFERNTIATE HIM FROM THE COMPETITION?

TASTE PREFERENCES
MANUEL COULD COLLECT
FONDNESS FOR SWEET | SALTY | SAVORY | SPICY

DIETARY REQUIREMENTS
NOT OPTIONAL | ESSENTIAL NEED

DIETARY PREFERENCES
MORAL | RELGIOUS | HEALTHCARE

WORK HABITS
BREAKS | SCHEDULE | LIFE BALANCE

LIFESTYLE CHOICES
DIET | EXERCISE | SLEEP PATTERNS | RISK FACTORS

FAMILY HISTORY
DISEASES | CONDITIONS | RISK FACTORS

MEDICAL RECORDS
TREATMENTS | MEDICATIONS | LABS | DNA

SCIENTIFIC RESEARCH
JOURNAL 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 DATA
RESEARCH
STATISTICS
ACTUARIAL DATA
DEMOGRAPHIC
PUBLIC DATA

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!

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 LEARN
WILLINGNESS TO
WITHOUT THE NEED FOR IMMEDIATE ROI
YOU WILL NEED

LEADERSHIP SUPPORT
TOP-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

INTRAPRENEURS
PEOPLE WHO TURN IDEAS INTO PROFITABLE
IMPROVEMENTS AND PRODUCTS THROUGH
ASSERTIVE RISK TAKING AND INNOVATION
YOU WILL NEED

COGNITIVE COMPUTING
IS IN ITS INFANCY
LEARN EVERYTHING
YOU CAN
START HERE
IBM.COM/WATSON

Scott Abel: The Cognitive Era and the Future of Content

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