Tictrac AIGA NY Talk

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The talk I gave for AIGA NY, at the Museum of Art and Design in NY.

The talk I gave for AIGA NY, at the Museum of Art and Design in NY.

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  • 1. AM I NORMAL?LIFESTYLE DESIGN THROUGH NUMBERSFEBRUARY 23, 2012Martín BlinderFounder & CEO, TictracTwitter: @martinblinder ©
  • 2. WE LIVE IN A WORLD OF MEASUREMENT EVERY ASPECT OF OUR LIVES HAS A METRIC ASSOCIATED WITH IT COLDS CAUGHT $$ IN BANK DRINKS GRADES CAR $ # FRIENDS WAIST ROI BMI ABS HEIGHT COMMUTE WEIGHT BLOOD PRSS # KIDS SPENDINGYEARS MARRIED # MEETINGS ROOMS IN HOME HOURS SLEPT RENT SEXUAL PARTNERS BREAST SIZE PENIS SIZE SALARY YRS WORKED TV CHANNELS ©
  • 3. WE LIVE IN A WORLD OF MEASUREMENT EACH METRIC CARRIES A CATEGORY MEANING COLDS CAUGHT $$ IN BANK DRINKS GRADES CAR $ # FRIENDS WAIST ROI BMI ABS HEIGHT COMMUTE WEIGHT BLOOD PRSS # KIDS SPENDINGYEARS MARRIED # MEETINGS ROOMS IN HOME HOURS SLEPT RENT SEXUAL PARTNERS BREAST SIZE PENIS SIZE SALARY YRS WORKED TV CHANNELS ©
  • 4. TRACKINGBASIC HUMAN NATURE ©
  • 5. RUN ©
  • 6. CATCH A COLD©
  • 7. BABY CRYING ©
  • 8. HOW AM I DOING? ©
  • 9. f(x) HOW AM I DOING?(1) MY HISTORY ©
  • 10. f(x) HOW AM I DOING?(1) MY HISTORY © (2) OTHERS
  • 11. METRICS ARE INCREASINGLY DIGITALLY RECORDED COLDS CAUGHT $$ IN BANK DRINKS GRADES CAR $ # FRIENDS WAIST ROI BMI ABS HEIGHT COMMUTE WEIGHT BLOOD PRSS # KIDS SPENDING YEARS MARRIED # MEETINGS ROOMS IN HOME HOURS SLEPT RENT SEXUAL PARTNERS BREAST SIZE PENIS SIZE SALARY YRS WORKED TV CHANNELS ©
  • 12. METRICS ARE INCREASINGLY DIGITALLY RECORDED IF IT’S DIGITAL, IT CAN BE MEASURED COLDS CAUGHT $$ IN BANK DRINKS GRADES CAR $ # FRIENDS WAIST ROI BMI ABS HEIGHT COMMUTE WEIGHT PROFILE BLOOD PRSS # KIDS SPENDING YEARS MARRIED # MEETINGS ROOMS IN HOME HOURS SLEPT RENT SEXUAL PARTNERS BREAST SIZE PENIS SIZE SALARY YRS WORKED TV CHANNELS ©
  • 13. We create as muchinformation in two daysnow as we did from thedawn of man through2003.Eric Schmidt, Chairman, Google ©
  • 14. /FACEBOOK250m PHOTOSYOUTUBE8YRS OF VIDEOTWITTER DAY200m TWEETS ©
  • 15. DATAIMPLICIT © EXPLICIT
  • 16. DATAIMPLICIT © EXPLICIT
  • 17. WE LEAVE DIGITALIMPLICIT FOOTPRINTS EVERYWHERE WE GO ©
  • 18. PICTURES ©
  • 19. PICTURESPICTURE TAKEN POSTED SHARED COPIED TIME LINKED TO PERSON LIKES MORE LIKES LOCATION COMMENTS COMMENTS ©
  • 20. VIDEO ©
  • 21. CHECK-INS ©
  • 22. POSTS © Tictrac 2011 ! ©
  • 23. TWEETS ©
  • 24. WHAT WE’VE DONE ©
  • 25. WHAT WE’VE DONEWHEN WE’VE DONE IT ©
  • 26. WHAT WE’VE DONEWHEN WE’VE DONE ITWHERE WE’VE DONE IT ©
  • 27. WHAT WE’VE DONEWHEN WE’VE DONE ITWHERE WE’VE DONE ITWITH WHOM WE’VE DONE IT ©
  • 28. WHAT WE’VE DONEWHEN WE’VE DONE ITWHERE WE’VE DONE ITWITH WHOM WE’VE DONE ITHOW WE FEEL ABOUT IT ©
  • 29. WHAT WE’VE DONEWHEN WE’VE DONE ITWHERE WE’VE DONE ITWITH WHOM WE’VE DONE ITHOW WE FEEL ABOUT ITHOW OTHERS FEEL ABOUT IT ©
  • 30. DATAIMPLICIT © EXPLICIT
  • 31. WIRELESS SCALES ©
  • 32. RUNNING TRACKERS ©
  • 33. ACTIVITY TRACKINGKM WALKEDCALS BURNEDHOURS SLEPT ©
  • 34. BLOOD PRESSURE ©
  • 35. SLEEP ©
  • 36. TODAY WE INCREASINGLY TRACK MORE OF OUR LIVES FINANCES EXERCISE KIDS SCHEDULE CAREER FRIENDS BIZ NETWORK SALARY FOOD WEIGHT GROWTH TRAVEL SEX DRINKING SPENDING DATING WORK WEATHER HEALTH FAMILY PLANNING ©
  • 37. TECHNOLOGY IS GETTING PERSONAL ©
  • 38. “A NEW REALITY SHOW” The Economist ©
  • 39. “A NEW REALITY SHOW” STARRING ©
  • 40. BUT TODAY’S TRACKING IS STILL ONE-DIMENSIONAL 1.  PROVIDING LIMITED INSIGHT –PERFORMANCE OVER TIME 2.  WITH LITTLE POTENTIAL FOR IMPROVEMENT FINANCES EXERCISE WEATHER KIDS WEIGHT CAREER SEX HEALTH FOOD DATING ©
  • 41. MIMICKING OUR OWN MEMORY AND PATTERN RECOGNITION ©
  • 42. DATING MOOD SEX TRAVEL FOOD DRINKING WORKWHAT IF?EXERCISE FRIENDS FINANCES KIDS HEALTH WEIGHT SALARY WEATHER STRESS ©
  • 43. DATING MOOD SEX TRAVEL FOOD DRINKING WORKEXERCISE HEALTH FRIENDS WEIGHT FINANCES KIDS SALARY WEATHER STRESS ©
  • 44. DATING MOOD SEX TRAVEL FOOD DRINKING WORK EXERCISE HEALTHI run betterwhen it’s 18ºCoutside FRIENDS WEIGHT FINANCES KIDS SALARY WEATHER STRESS ©
  • 45. DATING MOOD SEX TRAVEL FOOD DRINKING WORK EXERCISE HEALTHI run betterwhen it’s 18ºCoutside FRIENDS WEIGHT I spend 12 hours a week on biz lunches – and I gain weight on FINANCES KIDS those weeks SALARY WEATHER STRESS ©
  • 46. DATING MOOD SEX I spend more on food that makes me gain weight TRAVEL FOOD DRINKING WORKDrinking has startedto hurt my sex life, andmade me gain weight EXERCISE HEALTH I run better when it’s 18ºC outside FRIENDS WEIGHT I spend 12 hours a week on biz lunches – and I gain weight on FINANCES KIDS those weeks SALARY WEATHER STRESS ©
  • 47. My sex life diminishes in weeks I feel more stressed DATING I’m happier on days I spend time with my kids MOOD SEX I spend more on food that makes me gain weightWe spend more on TRAVEL FOODwinter holidays thansummer holidays DRINKING WORKDrinking has started I’m more productiveto hurt my sex life, and on days after I run 5kmade me gain weight EXERCISE HEALTH I run better My blood pressure when it’s 18ºC has gone down since outside I changed my diet FRIENDS WEIGHT I’m more motivated I spend 12 hours a every time I hang out week on biz lunches – with certain friends and I gain weight on FINANCES KIDS those weeks We save more in the My son’s behaviour Spring and Autumn has changed since months SALARY WEATHER meeting a new friend I’m more stressed out STRESS I’m more energetic on weeks I visit my in- laws on summer days ©
  • 48. DATING MOOD SEX TRAVEL FOOD DRINKING WORKEXERCISE ME HEALTH FRIENDS WEIGHT FINANCES KIDS SALARY WEATHER STRESS ©
  • 49. DATING DATING MOOD SEX MOOD SEX TRAVEL FOOD TRAVEL FOOD DRINKING WORK DRINKING WORK EXERCISE OTHERS HEALTH EXERCISE OTHERS HEALTH FRIENDS WEIGHT FRIENDS WEIGHT FINANCES KIDS FINANCES KIDS SALARY WEATHER SALARY WEATHER DATING STRESS STRESS MOOD SEX TRAVEL FOOD DATING DATING MOOD SEX MOOD SEX TRAVEL FOOD DRINKING WORK TRAVEL FOOD DRINKING WORK DRINKING WORKEXERCISE FRIENDS FINANCES OTHERS KIDS HEALTH WEIGHT EXERCISE ME HEALTH EXERCISE FRIENDS FINANCES OTHERS KIDS HEALTH WEIGHT SALARY WEATHER FRIENDS WEIGHT SALARY WEATHER STRESS STRESS FINANCES KIDS DATING SALARY WEATHER DATING MOOD SEX STRESS MOOD SEX TRAVEL FOOD TRAVEL FOOD DRINKING WORK DRINKING WORK EXERCISE OTHERS HEALTH EXERCISE OTHERS HEALTH FRIENDS WEIGHT FRIENDS WEIGHT FINANCES KIDS FINANCES KIDS SALARY WEATHER SALARY WEATHER STRESS STRESS ©
  • 50. DATING DATING MOOD SEX MOOD SEX TRAVEL FOOD TRAVEL FOOD DRINKING WORK DRINKING WORK EXERCISE OTHERS HEALTH EXERCISE OTHERS HEALTH FRIENDS WEIGHT FRIENDS WEIGHT FINANCES KIDS FINANCES KIDS SALARY WEATHER SALARY WEATHER DATING STRESS STRESS MOOD SEX TRAVEL FOOD DATING DATING MOOD SEX MOOD SEX TRAVEL FOOD DRINKING WORK TRAVEL FOOD DRINKING WORK DRINKING WORKEXERCISE FRIENDS FINANCES OTHERS KIDS HEALTH WEIGHT EXERCISE ME HEALTH EXERCISE FRIENDS FINANCES OTHERS KIDS HEALTH WEIGHT SALARY WEATHER FRIENDS WEIGHT SALARY WEATHER STRESS STRESS FINANCES KIDS Does my daughter catch too many colds DATING SALARY WEATHER DATING in winter? MOOD SEX STRESS MOOD SEX TRAVEL FOOD TRAVEL FOOD DRINKING WORK DRINKING WORK EXERCISE OTHERS HEALTH EXERCISE OTHERS HEALTH FRIENDS WEIGHT FRIENDS WEIGHT FINANCES KIDS FINANCES KIDS SALARY WEATHER SALARY WEATHER STRESS STRESS ©
  • 51. DATING DATING MOOD SEX MOOD SEX TRAVEL FOOD TRAVEL FOOD DRINKING WORK DRINKING WORK EXERCISE OTHERS HEALTH EXERCISE OTHERS HEALTH FRIENDS WEIGHT FRIENDS WEIGHT FINANCES KIDS FINANCES KIDS SALARY WEATHER SALARY WEATHERDo I spend too STRESS DATING STRESSmuch money on MOOD SEXshoes given mysalary? TRAVEL FOOD DATING DATING MOOD SEX MOOD SEX TRAVEL FOOD DRINKING WORK TRAVEL FOOD DRINKING WORK DRINKING WORK EXERCISE FRIENDS FINANCES OTHERS KIDS HEALTH WEIGHT EXERCISE ME HEALTH EXERCISE FRIENDS FINANCES OTHERS KIDS HEALTH WEIGHT SALARY WEATHER FRIENDS WEIGHT SALARY WEATHER STRESS STRESS FINANCES KIDS Does my daughter catch too many colds DATING SALARY WEATHER DATING in winter? MOOD SEX STRESS MOOD SEX TRAVEL FOOD TRAVEL FOOD DRINKING WORK DRINKING WORK EXERCISE OTHERS HEALTH EXERCISE OTHERS HEALTH FRIENDS WEIGHT FRIENDS WEIGHT FINANCES KIDS FINANCES KIDS SALARY WEATHER SALARY WEATHER STRESS STRESS ©
  • 52. DATING DATING Is my sex life normal MOOD SEX MOOD SEX TRAVEL FOOD TRAVEL FOOD for my age, job and DRINKING WORK DRINKING WORK family situation? EXERCISE OTHERS HEALTH EXERCISE OTHERS HEALTH FRIENDS WEIGHT FRIENDS WEIGHT FINANCES KIDS FINANCES KIDS SALARY WEATHER SALARY WEATHERDo I spend too STRESS DATING STRESSmuch money on MOOD SEXshoes given mysalary? TRAVEL FOOD DATING DATING MOOD SEX MOOD SEX TRAVEL FOOD DRINKING WORK TRAVEL FOOD DRINKING WORK DRINKING WORK EXERCISE FRIENDS FINANCES OTHERS KIDS HEALTH WEIGHT EXERCISE ME HEALTH EXERCISE FRIENDS FINANCES OTHERS KIDS HEALTH WEIGHT SALARY WEATHER FRIENDS WEIGHT SALARY WEATHER STRESS STRESS I run 10k faster FINANCES KIDS Does my daughter than the average catch too many colds for my age and DATING SALARY WEATHER DATING in winter? location MOOD SEX STRESS MOOD SEX TRAVEL FOOD TRAVEL FOOD DRINKING WORK DRINKING WORK EXERCISE OTHERS HEALTH EXERCISE OTHERS HEALTH FRIENDS WEIGHT FRIENDS WEIGHT FINANCES KIDS FINANCES KIDS How much do SALARY WEATHER SALARY WEATHER people in my STRESS STRESS profession earn in other cities? ©
  • 53. DATING DATING Is my sex life normal MOOD SEX MOOD SEXMy blood pressure is TRAVEL FOOD TRAVEL FOODactually normal for for my age, job and DRINKING WORK DRINKING WORKmy age, weight and family situation?profession EXERCISE OTHERS HEALTH EXERCISE OTHERS HEALTH FRIENDS WEIGHT FRIENDS WEIGHT FINANCES KIDS FINANCES KIDS SALARY WEATHER SALARY WEATHER Do I make a decentDo I spend too STRESS DATING STRESS salary compared withmuch money on MOOD SEX others of my age, jobshoes given my and city?salary? TRAVEL FOOD DATING DATING MOOD SEX MOOD SEX TRAVEL FOOD DRINKING WORK TRAVEL FOOD DRINKING WORK DRINKING WORK EXERCISE FRIENDS FINANCES OTHERS KIDS HEALTH WEIGHT EXERCISE ME HEALTH EXERCISE FRIENDS FINANCES OTHERS KIDS HEALTH WEIGHT SALARY WEATHER FRIENDS WEIGHT SALARY WEATHER STRESS STRESS I run 10k faster FINANCES KIDS Does my daughter than the average catch too many colds for my age and DATING SALARY WEATHER DATING in winter? location MOOD SEX STRESS MOOD SEX TRAVEL FOOD TRAVEL FOOD DRINKING WORK DRINKING WORK Do we spend too much on dining out EXERCISE OTHERS HEALTH EXERCISE OTHERS HEALTH FRIENDS WEIGHT FRIENDS WEIGHT compared with How much do others of similar FINANCES KIDS FINANCES KIDS SALARY WEATHER SALARY WEATHER people in my salary? STRESS STRESS profession earn in other cities? ©
  • 54. ANSWERING SOME BASIC HUMAN QUESTIONS AM I NORMAL?HOW CAN I IMPROVE HOW DO I MEASURE UP MYSELF? TO OTHERS? HOW DO DIFFERENT AM I IN A GOOD PLACE IN ASPECTS OF MY LIFE MY LIFE? AFFECT ME? ©
  • 55. ANSWERING SOME BASIC HUMAN QUESTIONS AM I NORMAL?HOW CAN I IMPROVE HOW DO I MEASURE UP MYSELF? TO OTHERS? ACTIONABLE INSIGHT HOW DO DIFFERENT AM I IN A GOOD PLACE IN ASPECTS OF MY LIFE MY LIFE? AFFECT ME? ©
  • 56. PERSONAL ANALYTICS ©
  • 57. DATAIMPLICIT + © EXPLICIT
  • 58. AGGREGATING THE PERSONAL DATA WE’RE CREATING ME ©
  • 59. LIVE TICTRAC SCREENSHOTPROJECT: “MY WEEKDAYS”VALUE PROPOSITIONS1.  AGGREGATION2.  ANALYTICS3.  COMPARISON ©
  • 60. VANITY WELLBEING ©
  • 61. LIFESTYLEDESIGN ©
  • 62. LIFE’S LITTLEPROJECTS ©
  • 63. LIFE’S LITTLE PROJECTSLOSING 10 POUNDS ©
  • 64. LIFE’S LITTLE PROJECTSRUNNING 10K ©
  • 65. LIFE’S LITTLE PROJECTSKIDS ©
  • 66. LIFE’S LITTLE PROJECTSDATING ©
  • 67. LIFE’S LITTLE PROJECTSCAREER ©
  • 68. FITNESS WELLBEING FAMILY FINANCE CAREER LOVE SOCIAL LEISURE(+) LIFESTYLE PERFORMANCE / PRIORITY0(-) CATEGORIES ©
  • 69. LIVE TICTRAC SCREENSHOTPROJECT: “GET IN SHAPE!” ©
  • 70. OWN YOUR DATA‘PERFECT’ INFORMATIONUNCOVER RELATIONSHIPSKNOW YOUR TRUE SELFENHANCE YOUR LIFE ©
  • 71. A BETTER SOCIETYMAKE BETTER CHOICESCOMMIT FEWER MISTAKESHAVE CONTROL OVER WELLBEINGLEAD HEALTHIER LIVESMAKE BETTER FINANCIAL DECISIONS ©
  • 72. PHYSICIANS ©
  • 73. PSYCHOLOGISTS ©
  • 74. PARENTS ©
  • 75. PHYSICIANS PSYCHOLOGISTS PARENTS ATHLETES DIET’ERS TEACHERS ©
  • 76. PHYSICIANS PSYCHOLOGISTS PARENTS ATHLETES DIET’ERS TEACHERSPROFESSIONALS SMB’S © HOBBYISTS
  • 77. BRANDS ©
  • 78. Brands partner with their audiences to provide real-time behavioural data to inform product/marketing BRAND CONSUMER NEEDS SEGMENTATION BEHAVIOUR LIFESTYLE REAL INSIGHTS CONSUMER DATA LIVE USER TRACKING DEMOGRAPHIC GROUP 1 DEMOGRAPHIC GROUP 2 DEMOGRAPHIC GROUP 3 CONSUMERS CONSUMERS CONSUMERS ©
  • 79. BRANDS P artn ers hip ENGAGEMENTCUSTOMERS ©
  • 80. BRAND2CONSUMER EVOLUTION ENGAGEMENT, LOYALTY(+) ACTIVITY TRACKING / DATA COLLECTION SOCIAL DIGITAL DISPLAY / PRINT / RADIO GAMES TV / CINEMA(-) ANNOUNCEMENT INTERACTIVITY CONVERSATION PARTNERSHIP ©
  • 81. DATA ©© Essence 2005 - 2010
  • 82. ©
  • 83. ©
  • 84. VALUE CONSCIOUSNESS USERS START COMMERCIALIZING THEIR DATA/BEHAVIOURBRANDS BRANDS BRANDS BRANDS BRANDS $$$ BEHAVIOUR + PROFILE ©
  • 85. VALUE CONSCIOUSNESSWIN/WIN: CONSUMER GETS PAID AND RELEVANT MESSAGINGBRANDS BRANDS BRANDS BRANDS BRANDS $$$ PAYMENT & RELEVANT PRODUCTS ©
  • 86. Tomorrow’s consumers will regularly engage in research panels that collect real-time consumer behaviourA WORLD OF ‘PANELISTS’ ©
  • 87. DATA EXCHANGES ©
  • 88. TH4NK YOU! MARTIN@TICTRAC.COM ©
  • 89. Know yourself ©