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Influence: It's in your genes DNA SXSW

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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

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

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  • 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 basedorical 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
  • 11. •  Health  results  for  Annemarie   Disease risk and ancestry
  • 12. Each  of  us  is  a  walking  clinical  trial   • Gene2cs   • Physique   • Lifestyle   Phenome   • Consump2on   • Loca2on   • Rela2onships  
  • 13. Clear marketing opportunities
  • 14. Sequencing  costs  plumme:ng   Oxford  Nanopore–  MinION       LIFE  Technology  –  Ion  Proton  $1,000  genome  is  just  the  start  
  • 15. Environmental  DNA  Sampling  
  • 16. Henrietta Lacks (HeLa cells)
  • 17. Consumption Relationships Physique Lifestyle Location Genetics Multiple data layers already mined Scott Davies http://www.flickr.com/photos/scottdavies/4641542362
  • 18. I like this beer because... Garin Fons http://www.flickr.com/photos/mrgarin/3382527848/
  • 19. Tim Murtaugh Genetic target marketing http://www.flickr.com/photos/_tim/513637637/ Phil Dragash http://www.flickr.com/photos/philman/2741811882/
  • 20. 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/
  • 21. High volume data analysis
  • 22. Privacy controls
  • 23. The risks
  • 24. Solutions
  • 25. •  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?    
  • 26. 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  
  • 27. 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?      
  • 28. Is  this  the  Future?