Amplify Keynote 2013

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Invited keynote talk "The Intelligent Web: Shaping Behavior at the Intersection of Health, Wealth, & Choice" at Amplify: Business Innovation and Thought Leadership, Australia 2013.

Abstract and video at: http://cognitivecomputing.wordpress.com/2013/06/04/the-intelligent-web-shaping-behavior-at-the-intersection-of-health-wealth-choice/

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Amplify Keynote 2013

  1. 1. The Intelligent Web:Shaping Behavio(u)rAshwin Ram, PhDChief Innovation Officer, Augmented Social Cognition@ashwinram@PARCincPARC | Ashwin Ram | 1
  2. 2. The Business of Breakthroughs®laser printing EthernetPC workstationAltoWYSIWYG, GUIcorporateethnographymulti-beamlaser diodesubiquitouscomputingcollaborativefilteringAI/ model-basedsystemscontent-centricnetworkingsocio-cognitivecomputingcleantech printed & flexibleelectronicscontent-centricnetworkingincorporated 2002founded 1970PARC | Ashwin Ram | 2
  3. 3. “What people sayMargaret Meadwhat people doand what people say they doare entirely different things.”New modelsfor businessHuman behaviorand contextLeadingtechnologyand know-howBreakthrough TrianglePARC | Ashwin Ram | 3
  4. 4. Big Idea #1Innovation isn’t about technology,it’s about people.PARC | Ashwin Ram | 4New modelsfor businessHuman behaviorand contextLeadingtechnologyand know-how
  5. 5. ASC: Augmented Social CognitionSocialComputingCognitiveSciencePARC | Ashwin Ram | 5
  6. 6. What’s new?PARC | Ashwin Ram | 7
  7. 7. “The Intelligent Web”InformationEngagementBehaviorChangePARC | Ashwin Ram | 8PushInteractInfluence
  8. 8. Example: HealthcarePARC | Ashwin Ram | 9
  9. 9. Healthcare CrisisObesity RatesPARC | Ashwin Ram | 10
  10. 10. Where’s the problem?PARC | Ashwin Ram | 11Healthcare ≠ Health
  11. 11. Breakthrough Opportunity50% of factors related topersonal health are dueto lifestyle.*Sources: *CDC **Hartman PARC | Ashwin Ram | 1268% of adults are activelytrying to prevent at least 1major chronic illness.**
  12. 12. How do people get healthcare info?PARC | Ashwin Ram | 13
  13. 13. Healthcare InformationInternet is the leading sourceof health and wellness information.PARC | Ashwin Ram | 14
  14. 14. 1) PortalsPARC | Ashwin Ram | 15InformationEngagementBehaviorChangePushInteractInfluence
  15. 15. 1) PortalsPARC | Ashwin Ram | 16
  16. 16. Health 1.0 à Health 2.0PARC | Ashwin Ram | 17A recent survey from health-care research firmNational Research found that 96% of the nearly23,000 consumers it surveyed use Facebook togather information about health care, with 28%using YouTube and 22% using Twitter. Hospitals,health-care providers and private insurers also areseeing social media as a tool to engage consumers.NPR Marketplace calls it “the biggest threat tohealthcare portals like WebMD”.
  17. 17. 2a) SocialPARC | Ashwin Ram | 18InformationEngagementBehaviorChangePushInteractInfluence
  18. 18. 2a) SocialPARC | Ashwin Ram | 19
  19. 19. 2b) MobileFor the first time in history…more smartphones andtablets will be sold thanPCs worldwideSource: Deloitte Canada, 2011A smartphone in 2011has as much compute poweras a laptop in 2001Source: C. Arthur, Guardian UK, 2011PARC | Ashwin Ram | 20
  20. 20. 2b) MobilePARC | Ashwin Ram | 21
  21. 21. PARC | Ashwin Ram | 22“The consumer is the CEOof their own health.”PARC | Ashwin Ram | 22Convergence
  22. 22. Big Idea #2Health ≠ Healthcare.Empower the consumer to be CEOof their own health.PARC | Ashwin Ram | 23
  23. 23. Portals à Social à Mobile à ?PARC | Ashwin Ram | 24InformationEngagementBehaviorChangePushInteractInfluence
  24. 24. How do you change behavior?PARC | Ashwin Ram | 25You don’t.You get the user to do it.You’re not the CEO.
  25. 25. PARC | Ashwin Ram | 26SocialPortals à Social à Mobile àMobileDietPreferences KnowledgeUser ModelModels
  26. 26. ImprovedOutcomes& LifestyleAdoptionAchievableGoalsFunPeerSupportIn TheMomentEasy,NaturalProper Goal SettingSocial SciencesEthnographyUnderlying SciencePARC | Ashwin Ram | 28GoalOutcome-goal Behavior-goalFood-goal Activity-goalLose 40 lbsPath-goalDuration-goalEat breakfastEvery dayExercise 5 days/week for 5 weeks(+H <habit-name>goal: <what it achieves>cues: <location, time, people,preceding-action, thoughts/mood>knowledge: <relevant knowledge/ability>actions: <behavior-spec>)(+H-parameters <habit-name>difficulty: δexpectancy: <P>cost: <C>successes: sfailures: f)log(odds(success(Habiti ,Personj )))= match(c, j)c∑ + θikwjk + rikwjkk∑ + α log(t) + vf sfif∑ + pf sfif∑k∑f (θi,w j ,ρij ) = θ0ρij +θi1wi1 ++θiT wjT
  27. 27. FittleTMPARC | Ashwin Ram | 29A team social network with personal coachto engage consumers and change behaviors……to improve health outcomes and reducehealthcare costs……at scale (millions of people).personalmodelmobilecoachsocialteamPatent pendingfittle.org
  28. 28. How It WorksPARC | Ashwin Ram | 302. Join Team1. Download App3. Pick Program4. Execute Program5. Earn Reward6. AdvanceSmart agent (iWell)Set goals and plan with a coachSocial support (HealthSense)Achieve goals with friendsVisualization (Gamification)Track progress and earn rewardsGet nudges from system and social teamReport your activityTrack individual and team progressSet your personalized goalFind teams you are interested inVisualize your achievementGet prize when team succeedsBranded diet & exercise programsMove to next levelUser Challenges*not yet approached
  29. 29. ConsumerEngagementSocial NetworkJust-In-TimeInformationPersonalizationBehaviorChangeGamificationPlatformModeling & Analytics PlatformDecisionSupportCognitiveModelingSocialAnalyticsSemanticAnalysisBehaviorModelingMonitoring PlatformContext/ActivityWeb/SocialNetworkUserInformationPARC | Ashwin Ram | 31
  30. 30. VisionConsumer•  EngagementRelevant Information•  Behavior ChangeDashboardDashboardEthnography Analytics/Social Media Context/Activity TrackingCompanyPortalProviderPortalModeling &AnalyticsPlatformFood /NutritionAlternativeMedicineMedicine /SupplementsExercise /ActivityAppsWellness DriversPARCCompetitive EdgePARC | Ashwin Ram | 32
  31. 31. Other domains?PARC | 33
  32. 32. Education:What’s the problem?34AccessMore than one-third of theworld’s population is under 20.By 2006, 100 million qualified toenter a university will have noplace to go.To meet this staggeringdemand, a major universityneeds to be created each week.— Sir John Daniel (1996)PARC | Ashwin Ram | 34
  33. 33. 88% of high school dropoutshave passing grades.— Gates Foundation study“Silent Epidemic” (2006)60% find video lectures“boring”.60% read less when usinge-textbooks.Engagement47% of dropouts say “classes arenot interesting”.The Hard Problem in EducationPARC | Ashwin Ram | 35
  34. 34. Learning ≠ EducationPARC | Ashwin Ram | 36InformationEngagementBehaviorChangePushInteractInfluence
  35. 35. OpenStudy.com Growth 4M views/mo 750K uniques/mo 180 countries Engagement 60% return visits 20 min/visit ave. “Addictive” Influence 79% motivated to study 70% improved grades 69% better study habits
  36. 36. HomeSchoolersTraditionalSelf LearnersCommunityCollegesVisionPARC | Ashwin Ram | 38
  37. 37. Big Idea #3Health : Healthcare:: Learning : EducationFocus on the human problem,not the institutional problem.PARC | Ashwin Ram | 39
  38. 38. Financial Markets:What’s the problem?PARC | Ashwin Ram | 40Big dataNew security threatsNew commerce platformsNew customer channelsEngagement?
  39. 39. Financial Markets:The same problemPARC | Ashwin Ram | 41InformationEngagementBehaviorChangePushInteractInfluence
  40. 40. BHAG – Big Hairy Audacious GoalPARC | Ashwin Ram | 42LearningModelsMobileSocialfor millionsFinancial HealthModelsMobileSocialfor millionsHealth LifestyleModelsMobileSocialfor millionsFittle OpenStudy
  41. 41. Realizing the BHAGInnovationis aboutpeopleEmpowerconsumersto be CEOsFocus onthe humanproblemPARC | 43
  42. 42. Contactlinkedin.com/in/ashwinramwww.parc.com/ashwinramPARC | Ashwin Ram | 44ashwin.ram@parc.com

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