Presentation from SXSW 2012 from Scott Fahrenkrug @swineheart and Paul Saarinen @taulpaul on the future of marketing with DNA and genetics, genotyping, and genetic sequencing

1. Jack Newton
http://www.flickr.com/photos/jdn/5544977049/
Influence: It s in Your Genes
How to own your genetic equity
#DNAsxsw

2. Paul Saarinen Scott Fahrenkrug,
Yamamoto, Director of Digital Strategy PH.DUniversity of Minnesota,
Partner, Zingstring.com Director of the Animal Biotechnology Center
Founder, Recombinetics

3. Demographic
and
psychographic
informa2on
Age,
marital
status,
kids,
home
loca2on,
es2mated
salary,
recently
moved,
credit
cards,
web
sites,
ethnicity,
job
history,
magazines,
bankruptcy,
divorce,
year
you
bought
(or
lost)
your
house,
college,
online
discussion
topics,
brands
of
coffee,
paper
towels,
cereal
or
applesauce,
poli2cal
leanings,
reading
habits,
charitable
giving,
number
of
cars,
interests,
check-­‐ins,
groups,
and
friends.
All your data are belongs to us

4. Mark Zuckerberg has said they can determine
within a 33% accuracy when you ll break up
and who you ll start dating
Facebook relationship prediction

5. Can predict with a 98% accuracy up to two
years ahead of time if you’ll get a divorce
Credit databases

6. URSQUARE
ict where you’ll go next based
orical check-in’s and friends
activities
Wants to predict where you’ll go next
Foursquare

7. Measuring influence by
connecting multiple

8. You
are
your
DNA
genotype
(G)
+
environment
(E)
→
phenotype
(P)
genotype
(G)
+
environment
(E)
+
genotype
environment
interac:ons
(GE)
→
phenotype
(P)

9. Behavior
Has
a
Very
Significant
Gene:c
Component
• Monozygo2c
twins
reared
apart
clearly
demonstrate
gene2c
influence
on
personality,
temperament,
predisposi2on
for
anxiety,
OCD,
IQ
(70%
of
variance
is
gene2c),
occupa2onal
and
leisure-­‐2me
interests,
social
aMtudes,
vo2ng
behavior,
problem
solving,
drug
abuse,
alcohol
abuse,
adult
childhood
an2social
behavior,
suicidal
behavior,
Au2sm
Spectrum
Disorders,
ADHD,
bed
weMng.
• By
way
of
behavioral
gene2cs
a
person’s
par2cipa2on
in
social
media,
responsiveness
to
messaging,
early
adop2on,
brand
loyalty
are
likely
to
be
predictable

10. Genotyping

12. • Health
results
for
Annemarie
Disease risk and ancestry

13. Each
of
us
is
a
walking
clinical
trial
• Gene2cs
• Physique
• Lifestyle
Phenome
• Consump2on
• Loca2on
• Rela2onships

14. Clear marketing opportunities

15. Sequencing
costs
plumme:ng
Oxford
Nanopore–
MinION
LIFE
Technology
–
Ion
Proton
$1,000
genome
is
just
the
start

16. Environmental
DNA
Sampling

17. Henrietta Lacks (HeLa cells)

18. Consumption
Relationships
Physique
Lifestyle
Location
Genetics
Multiple data layers already mined
Scott Davies
http://www.flickr.com/photos/scottdavies/4641542362

19. I like this beer because...
Garin Fons
http://www.flickr.com/photos/mrgarin/3382527848/

20. Tim Murtaugh
Genetic target marketing
http://www.flickr.com/photos/_tim/513637637/
Phil Dragash
http://www.flickr.com/photos/philman/2741811882/

21. 6 billion base pairs =
6 gigabytes per DNA sequence
In the U.S. = 1,800 petabytes or roughly two exabytes
The data
Robert Gaal
http://www.flickr.com/photos/blueace/312036915/

22. High volume data analysis

23. Privacy controls

24. The risks

25. Solutions

26. • Is
there
a
way
to
protect
the
privacy
of
your
gene2c
data?
(copyright
or
patents)
• Is
there
a
way
insure
that
gene2c
based
value
crea2on
is
directed
by
and
returned
to
the
owner
of
the
gene2c
data?

27. Your
Genome
Phenome
Belong
to
You
We
predict
that
personal
gene:cs
will
be
used
as
a
marke:ng
tool
Someone
will
get
paid
We
propose
a
gene:c
equity
trust
that
enforces
ownership
Opt-­‐in
for
sharing
with:
• Philanthropic
organiza:ons
• Pharmaceu:cal
companies
• Marke:ng
organiza:ons
Some
marke:ng
opportuni:es
can
return
dividends
to
gene:c
equity
holders

28. Miinome
as
a
gene:c
equity
broker?
Opt-­‐In
NOT
Opt-­‐Out
Control
Your
Own
Des:ny
Invest
in
yourself
Get
Paid
• Should
Miinome
be
a
Coop?
• Like
a
credit
union?

29. Is
this
the
Future?