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Quantified Marketing: The Quantified Self and Your Brand

Quantified Marketing: The Quantified Self and Your Brand



Quantified self is more than a trend for fitness freaks wearing bulky wristbands. Wearable technology will soon impact how we live, work and play, how we approach healthcare benefits, our pets ...

Quantified self is more than a trend for fitness freaks wearing bulky wristbands. Wearable technology will soon impact how we live, work and play, how we approach healthcare benefits, our pets activities and even our physical environment. Is your brand ready to adopt QS strategies to meet consumer needs and add value?



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  • www.chrisdancy.com
  • This is Chris Dancy, the quantified man. He keeps as many as 5 sensors hooked to his body at all time to track everything – then he plots it onto Google calendar. He represents how many people think about trackers.http://www.wired.com/wiredenterprise/2013/02/quantified-work/all/
  • Not to mention your smart phone can be a tracker, with a variety of powerful sensors and technologies that can be used for self-tracking apps.
  • http://mashable.com/2012/10/08/the-power-of-quantified-self/
  • Often, an owner will notice a dog is limping. But when he examines the animal at his office, it walks normally. "All the adrenaline and the desire to show off overcome the injury.“http://www.theverge.com/2013/6/5/4395184/data-dog-a-new-startup-whistle-is-building-a-fitbit-for-your-pooch
  • Just hit Indiegogo funding at $1MM to make a black version
  • http://www.youtube.com/watch?feature=player_embedded&v=hMiOmJHXyC4
  • Media Interest in Quantified Self
  • Quote via http://gigaom.com/2013/06/04/foursquare-co-founder-naveen-selvadurai-wants-you-to-hack-his-personal-api/

Quantified Marketing: The Quantified Self and Your Brand Quantified Marketing: The Quantified Self and Your Brand Presentation Transcript

  • quantified marketing the quantified self + brands
  • if you can measure it, someone will, and that somebody should be you. — chris dancy
  • 3 Quantified Marketing Maximizing data to produce beneficial and newsworthy experiences to promote a brand, service or product Expanding due to increase in big data initiatives, home automation, smart car technology, enchanted objects and quantified self Today, focusing on Quantified Self
  • 4 • The movement to incorporate wearable technology as a means to collect and track data related to personal inputs and outputs • Utilize quantifiable data to better understand oneself, one’s health and one’s limitations • Growth driven by affordability and widespread implementation of sensors • Popularized recently by fitness-related products Nike FuelBand, FitBit, Jawbone Up and more • Also called Body-Hacking, or Lifelogging What is The Quantified Self?
  • history of self-tracking "quantified self‖ coined in 2007 by Wired Magazine editors ―a collaboration of users and tool makers who share an interest in self knowledge through self- tracking.‖
  • sousveillance inverse surveillance, by recording an activity by way of portable, personal technologies a form of volunteer autoethnography
  • “QSers” don’t just self- track; they also interrogate the experiences, methods and meanings of their self-tracking practices, and of self-tracking practices generally. -Whitney Erin Boesel, Cyberology
  • “Dancy is connected to at least three sensors all day, every day. Sometimes, it’s as much as five. They measure his pulse, his REM sleep, his skin temperature and more. He also has sensors all over his house. There’s even one on his toilet so he can look for correlations between his bathroom habits and his sleep patterns.” (Wired Magazine) the extreme…
  • 9 …is now mainstream the adoption of quantified self In total, 7 in 10 U.S. adults track an indicator of health for themselves or a loved one, and report that the activity changes their overall approach to health • 60% of U.S. adults say they track their weight, diet or exercise routine. • 33% of U.S. adults track health indicators or symptoms, like blood pressure, blood sugar, headaches or sleep patterns. • 12% of U.S. adults track health indicators or symptoms for a loved one. • 21% of Americans are tracking themselves using technology -- more than active Twitter users (Pew, Feb. 13) • Apple Stores sell more than 20 self-tracking products. • There will be an estimated 485 million wearable computing devices shipped by 2018 (ABI Research, Feb. 2013). For reference, 700 million smartphones were shipped in 2012. Source: Pew Research, ―Tracking Health
  • "We are moving towards a time when the ability to track and understand data is deeply woven into our daily lives. Sensors are becoming cheaper and connectivity is more ubiquitous by the day.“ -Ernesto Ramirez, community organizer for Quantified Self
  • (via Sonny Vu, Misfit Wearables)
  • 12 how does it work? The Quantified self movement uses technology to create data from aspects of a person's daily life through sensors. Tracking inputs and aggregating data around: 1. Performance 2. Health 3. Environment Then: • Aggregate and quantify data • Sync via web and apps • Compete against friends • Share 12
  • performance
  • 14 performance Tracking fitness and exercise, calories, steps, proprietary measures (e.g., points) and other indicators in an effort to track and quantify one’s exertion. • 60% of U.S. adults say they track their weight, diet or exercise routine • Basic step-tracking to in-depth pulse, temperature and EEG sensors • More than 1600+ Fitness apps in the iTunes Store (Pew, Feb. 2013)
  • 15 Nike+ • Nike+ is based on the idea that ―Life is a Sport‖ and is working to quantify all aspects of exercise through various branded devices. • Users connect with friends and share their data, gamifying the entire experience. • Nike+ FuelBand: Each day, users set a ―NikeFuel goal,‖ a number that corresponds directly to how active you are that day and tracks vitals. • Nike+ Basketball: Using sensors in the soles, Nike+ Basketball tracks every move of your game and syncs directly to your iPhone, letting you know exactly how high, how quick and how hard you play. 15
  • 16 UP and Fitbit • Jawbone UP reminds you when you’ve been inactive for too long (a relevant feature, just as society begins to realize the hazards of sitting all day) and tracks your sleep. • The app displays your data, lets you add things like meals and mood, and delivers insights that keep you moving towards your goal. • Fitbit automatically adjusts your target daily calories based on your activity. • There is potential with both of these apps to be able to recommend specific exercises, meals, etc.
  • 17 Basis Watch and AliveCor • Basis tracks your heart rate to help you understand which exercises and sleep schedules are best for your body. • AliveCor snaps into your iPhone like a case and wirelessly communicates with the app on your phone. • The app senses skin contact on the sensors on the phone case and when an acceptable connection is made it counts down to initiate an ECG recording. • The app can be set to take 30- second, and up to continuous, rhythm strips. While the ECG records it will also display heart rate.
  • 18 Larklife and Endomondo • Larklife, a sleep and activity tracker, can suggest whether you should eat a snack or a meal at any given time, based on your activity and food consumption. • Endomondo can tell you how much water to drink to maintain your performance. • Imagine the opportunities a brand has to push exercise, action or products in real-time depending on a user’s current state.
  • Whistle • Whistle is a small circular device about the size of a watch face that attaches to the dog's collar. • It uses an accelerometer to tell if the dog is walking, playing or sleeping. • Like Fitbit and the Nike FuelBand, it measures daily activity and charts changes in exercise. If there is a sudden change, it alerts the owner, who can share a detailed report with their vet. "The thing is, animals act very differently behind closed doors, when they are alone, than they do around people, especially their owners.” -- Dr. Jeff Werber, veterinarian
  • health
  • 21 health Today, self-tracking devices can work in conjunction with doctors, providing objective information during an office visit that patients may not know or may not remember. • 21% use some form of technology to track their health data. • 46% of trackers say that this activity has changed their overall approach to maintaining their health or the health of someone for whom they provide care. • 40% of trackers say it has led them to ask a doctor new questions or to get a second opinion from another doctor. • 34% of trackers say it has affected a decision about how to treat an illness or condition. Future devices will require input from doctors and user history around symptoms and genetic risk. (Pew, Feb. 2013)
  • 22 Scanadu Scout is designed to be a medical grade Tricorder using your smartphone and Bluetooth LE that emulates an Emergency Room in your pocket. It can read your heart rate, skin temperature, core body temp, SPO2, respiratory rate, blood pressure, ECG and emotional stress. Simply place the scout on your forehead for 10 seconds and snap, your stats are displayed on your smartphone. Company also makes an at- home urine kit. Scanadu Scout 22
  • 23 An electronic fork that helps you monitor and track your eating habits. HAPIfork measures: • How long it took to eat your meal. • The amount of "fork servings" taken per minute. • Intervals between "fork servings.‖ Syncs with web, mobile and alerts you with the help of indicator lights when you are eating too fast. HAPIfork 23
  • environment
  • 25 environment Human beings have a predictable short-term ―Day in the Life‖ (waking up, commuting, work, lunch, work, commute, home, bed), but we are exposed to myriad life experiences across the long-term. These could be things like quality of air, exposure to light, the weather, or the things we see. For weather alone, U.S. adults access 300 billion weather forecasts annually (University Corporation for Atmospheric Research). This includes exposure to 5,000 ad messages per day (Yankelovich), plus many hours of face-down phone time. • App developers have noticed, creating more than 5,000 weather apps for iOS alone. • You can currently use 87 different tools to track air quality. • Google Glass represents the biggest change to this vertical, allowing its user to overlay rich information over their real-life environment.
  • 26 Cube Sensors CubeSensors are small, cordless and connected devices that continuously measure temperature, humidity, noise, light, air quality and barometric pressure for every room. Cubes stream data to the cloud so that you can access it from any device anywhere. You can see the historical trends of environmental changes, or current view that shows the effectiveness of your actions. CubeSensors analyze the data from your Cubes and sends you alerts and recommendations on how you can improve your indoor environment.
  • 27 Thermodo Thermodo is a tiny electrical thermometer that measures the temperature right where you are, with compatibility with iOS and Android mobile phones. It utilizes the audio jack on your mobile device, sending an audio signal to your phone that correlates to the current temperature. Works indoors, outdoors and doesn't require a network connection.
  • 28 La Montre Verte ―The Green Watch,‖ tested in Paris, featured two sensors to detect noise levels and ozone levels, a GPS chip, and a Bluetooth chip. • Recorded the noise and ozone in their environment, uploaded the data to a mobile app and mapped it. • Users could visit an interactive map to see the most polluted areas in Paris or download raw data. • At that time, Paris had only 10 air quality monitoring public sensors.
  • 29 Street Bump Street Bump is a mobile app developed by Boston’s New Urban Mechanics group, which is charged with better connecting the city with its citizens. By starting the app and resting a phone in a cup holder, the app tracks the condition of the roads during the duration of a trip. This information is passed through a sophisticated algorithm and sent directly to the city for analysis. Thousands of trips determine the areas of the city that need the most improvement, and road crews are deployed to make the necessary fixes.
  • 30 Lifelogging • Google Glass is a pair of glasses that overlay web pages and live data feeds on what you're seeing in the real world. Plus, it allows you to take hands-free photos, videos and phone calls. • Memoto lifelogging camera that captures life as you live it. It takes two geotagged photos a minute with recorded orientation so that the app can show them upright no matter how you are wearing the camera. • Both of these products epitomize integrating technology into daily life without pressing an on/off switch; they are simply incorporated in what you’re already doing.
  • 31 limitations No common platform: every device tracks differently. Medical limitations: measuring activity or sleep or food or blood pressure only tells part of the story. Only 34% of trackers share their data with someone else – which means that the other 66% are not as motivated as they could be. Data ownership: users rarely have access to their raw data. Privacy: emerging technology requires emerging regulations.
  • (via Sonny Vu, Misfit Wearables) Quantified Self Today One-off wearables Unattractive Little integration Practically no data ownership
  • (via Sonny Vu, Misfit Wearables) (via Sonny Vu, Misfit Wearables) Quantified Self Tomorrow Integrated into clothing/tech Unnoticeable Cross- device integration Increased data ownership
  • OMsignal
  • centralized dashboards
  • what’s next? • DARPA exploring prototype implantable biosensors for soldiers – tracking ―DoD- relevant biomarkers,‖ including stress hormones and compounds that signal inflammation • Mandated trackers by employers and healthcare providers (Veteran’s Affairs piloting program for clinically obese veterans) • Marketers experimenting with QS campaigns
  • marketing the quantified self
  • • 37K+ total mentions in the last year • Most authoritative voices include @TIME, @Wired, @ZDNet, @PFSK, @MollyWood (CNET), @ForbesTech, @JohnBattelle (Wired), @MattCutts (Google), @Mashable, @TechCrunch • Most shared relevant conversations revolve around quantified self apps and wearable tech products • Conversations skew positive (64 percent) or neutral (28 percent) in sentiment SXSW 2013
  • 40 turning QS into a marketing platform • Quantified data offers users and media tangible value • Utilize existing APIs to map data to highly visual, interactive experiences (e.g., Google Maps, zeitgeists) • Make data customizable and searchable for easy media use • Offer most complete set of data to media first • Pair data with authoritative spokesperson • Target relevant events or places in time for pitches: • New Year’s Resolutions and drop-off dates • Spring Break ―Beach Bod‖ stretch-run peaks and valleys • Pair with other key health and wellness milestones • Data scales year-over-year. Consider first campaign Year 1
  • 41 leveraging API for branded experiences Integrate the passively produced sensor fitness data branded health apps – increasing functionality and utility, and empowering more users to become aware of health indicators under a brand umbrella.
  • 42 Building on the trend of toward making sense of disparate personal health data streams, Foursquare co-founder Naveen Selvadurai released a personal API. ―I thought, let me just get the data out there and maybe my buddies and other interesting developers and hackers can make something of it,‖ he said. ―Maybe they might notice something — some patterns in the data — that I hadn’t otherwise noticed myself.‖ Includes his own check-in data from Foursquare, along with information about his sleep, weight, steps and activity. Personal API 42 ―[For athletes], everything is logged… and your coach knows it and your trainer knows it and that’s how you get to better performance. And now we have access to the same tools athletes have to do these things.‖ – Naveen Selvadurai speaking to GigaOM http://api.naveen.com/
  • And then? • Few brands have fully leveraged this technology • There is a short-term opportunity to be ―first‖ to launch a branded QS experience that drives thought leadership and provides consumer value • Let’s get tracking!
  • for more information, contact: Greg Swan, gswan@webershandwick.com Danny Olson, olson@webershandwick.com thanks.