The Cognitive Era and the Future of Content

#IDW2017 SCOTT@THECONTENTWRANGLER.COM @SCOTTABEL THECONTENTWRANGLER.COM
@SCOTTABEL #IDW2017
AND THE FUTURE
COGNITIVE
CONTENT
WITH SCOTT ABEL, THE CONTENT WRANGLER
ERAOF
THE

Information
Development
World 2017November 28-30, 2017 • Menlo Park
Don’t miss our next conference!
www.informationdevelopmentworld.com

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SCOTT
THE
CONTENT
WRANGLER
ABELKolbe 8-3-7-2 | Myers-Briggs ENTP

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CONTENT STRATEGY
THE BADBOY OF

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I LIVE AND WORK IN SAN FRANCISCO
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CONTENT OPTIMIZATION
I’M AN EVANGELIST FOR
ADVANCED INFORMATION DEVELOPMENT AND MANAGEMENT
AND COGNITIVE COMPUTING

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THE CONTENT
STRATEGY
SERIES
I’M THE CREATOR OF

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I’M THE CO-CREATOR OF
QUADRUS CONFERENCE CENTER
MENLO PARK, CA
MAY 15-17, 2017
#IDW2017 WWW.INFORMATIONDEVELOPMENTWORLD.COM
EXPERIENCES WITH CONTENT
CREATING EXCEPTIONAL CUSTOMER
INFORMATION
DEVELOPMENT
WORLD 2017

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CONTENT IS A BUSINESS ASSET
WORTHY OF BEING MANAGED
EFFICIENTLYAND
EFFECTIVELY
MY MANTRA

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CAT DAD
I’M A

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AN
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UNCLE
AN
TOUR
AND A
GUIDE
@SCOTTABEL #IDW2017

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PESCATARIAN
I’M ALSO
NO MAMMAL OR BIRD FLESH, BUT INCLUDES
FISH, AND MAY INCLUDE EGGS AND DAIRY
BY NECESSITY…
NOT BY PREFERENCE

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35.7%
AND, JUST LIKE
OF AMERICANS*
* JOURNAL OF AMERICAN MEDICAL ASSOCIATION, NATIONAL HEALTH AND NUTRITION EXAMINATION SURVEY

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I STRUGGLE WITH OBESITY
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MAY NOT BE WHAT YOU THINK IT IS
OBESITY

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OBESITYIS DETERMINED BY YOUR
BODY MASS INDEX
SCORE

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BMIIS A MATHEMATICAL
CALCULATION
[WEIGHT (LBS) + HEIGHT (IN)2 ] X 704.5 = BMI

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HOW MUCH OF A PROBLEM IS OBESITY?

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OBESITYIS A LEADING CAUSE OF
•MORTALITY 
•MORBIDITY
•DISABILITY

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1 IN 3ADULTS IN THE U.S.
MORE THAN

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MORE THAN ONE THIRD
78.6+
MILLION
ADULTS IN THE U.S.

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AN EQUAL AMOUNT ARE
OVERWEIGHT
BUT HAVE YET TO CROSS OVER
INTO THE OBESE CATEGORY

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$210 BILLIONIS RESPONSIBLE FOR
OBESITYIN U.S. HEALTHCARE COSTS*
* JOURNAL OF AMERICAN MEDICAL ASSOCIATION, NATIONAL HEALTH AND NUTRITION EXAMINATION SURVEY

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ABSENTEEISM
IS ASSOCIATED WITH
OBESITY
COSTING U.S. BUSINESSES
$4.3 BILLION

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AND DISCRIMINATION
OBESITY
WAGES AND JOBS 
PROMOTIONS
HOUSING
TRANSPORTATION

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INCREASES COSTS
OBESITY
HEALTHCARE 
INSURANCE 
TRANSPORTATION

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DECREASES INCOME
OBESITY
LOWER SALARIES 
FEWER PROMOTIONS

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LIKE MANY PEOPLE,
TO MAINTAIN A
I STRUGGLE
HEALTHY WEIGHT

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MEMBERS OF MY FAMILY
OF COLORECTAL
HAVE DIED
CANCER

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AND OTHER
SOME HEREDITARY SOME NOT
MALADIES

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EVERYTHING I CAN TO PREVENT
I WANT TO DO
THESE THINGS FROM HAPPENING TO ME
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SO I HIRED A NUTRITIONIST
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MANUEL
VILLACORTA
THIS IS MY NUTRITIONIST
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HE WANTS TO PUT AN END TO
AND HELP PEOPLE LIVE HEALTHY LIVES
OBESITY

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MANUEL HELPED ME SHED
22 LBS
AROUND THE WAIST
3 INCHES
AND NEARLY

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I’D LIKE TO HELP MANUEL
GOAL
REACH HIS
WHILE I HAVE MORE WORK
TO DO TO ACHIEVE MY

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CONTENT
MANUEL SELLS EXPERTISE AND
TO PEOPLE WHO WANT TO BE
HEALTHY

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MULTIPLE CHANNELS
MANUEL NEEDS TO PUBLISH RECIPES TO

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RECIPES ARE  
DESIGNED TO BE
READ BY HUMANS

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THEY’RE NOT DESIGNED TO BE
PROCESSED BY
COMPUTERS
BUT

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THEY’RE NOT
MACHINE-READY

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CONTENT PRODUCTION
TO PROVIDE MAXIMUM VALUE
AND DELIVERY MUST EMBRACE
THE POWER OF AUTOMATION

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INCONSISTENCIES
PREVENT INTERCHANGE BETWEEN SYSTEMS
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SO, MANUEL’S
TIME-CONSUMING, ERROR-PRONE, AND COSTLY
JOB INVOLVES MANY
HIS RECIPES ARE NOT DESIGNED TO BE EASY TO FIND, REPURPOSE, OR ADAPT
MANUAL TASKS
THEY ARE NOT MACHINE-READY

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MULTICHANNEL PUBLISHING
MANUEL COULD LEVERAGE
SINGLE-SOURCING
WRITE IT ONCE,
USE IT OFTEN

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UNIFIED CONTENT
STRATEGY
MANUEL COULD ADOPT A
REPEATABLE METHOD | CONSISTENTLY STRUCTURED CONTENT | REUSE

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INTELLIGENT
CONTENT
MANUEL COULD CREATE
REUSABLE | MODULAR | STRUCTURED | SEMANTICALLY RICH | FORMAT-FREE

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MORE AND BETTER
PRODUCE
CONTENT
FASTER AND MORE CONSISTENTLY
IF HE ADOPTED THESE METHODS, MANUEL COULD

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CAPABILITIES
MANUEL WOULD ALSO BENEFIT FROM NEW
DISCOVERABILITY
RECONFIGURABILITY
ADAPTABILITY
AND POWERFUL
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RECIPESMAKING MANUEL’S
EASY TO FIND | QUICK TO REPURPOSE | AUTOMATICALLY ADAPTABLE

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COMPETITION
IT’S NOT ENOUGH
TO BEAT THE
WHILE REPACKAGING
RECIPES IS USEFUL

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WHAT MANUEL NEEDS IS A
DIFFERENTIATOR

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SECRET
WEAPON
A

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SECRET
WEAPON
A
BIGGEST PROBLEMS
THAT ADDESSES MANUEL’S

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SCALABLE
MANUEL IS NOT

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HIS CONTENT PRODUCTION PROCESSES
DO NOT SUPPORT HIS BUSINESS GOALS

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EXPECTATIONS
MANUEL’S PATIENTS HAVE HIGH

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CUSTOMERSWHO DESIRE EXCEPTIONAL
EXPERIENCES
PATIENTS ARE
AND WHY SHOULDN’T THEY?

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EXCEPTIONAL
CUSTOMER
EXTRAORDINARY
EXPERIENCES

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RARE
OCCURENCES
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PHENOMENAL
AMAZING
EXPERIENCES
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THERE IS NOTHING
EXTRAORDINARY
ABOUT HOW WE HAVE BEEN SERVING
OUR CUSTOMERS

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WE MAKE THEM
SEARCHFOR WHAT THEY NEED
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DELIVERING
PERSONALIZED
INSTEAD OF
CONTENT
EXCEPTIONAL
EXPERIENCES

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PERSONALIZED
MISMATCH
IT’S A GREAT BIG
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DISSATISFACTION
WHICH LEADS TO
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BECAUSE…
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CUSTOMERS
DO NOT WANT TO
RTFM

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CUSTOMERS
DO NOT WANT TO
CALL
SUPPORT

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CUSTOMERS
DO NOT WANT TO
USEONLINE HELP

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CUSTOMERS
DO NOT WANT TO
FILTER
SEARCH RESULTS

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CUSTOMERS
DO NOT WANT TO
NAVIGATE
YOUR DECISION TREE

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CUSTOMERS
DO NOT WANT TO
DOWNLOAD
YOUR PLUG-IN

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CUSTOMERS
DO NOT WANT TO
COMPLETE
YOUR FORM

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CUSTOMERS
DO NOT WANT TO
LEARN YOUR
JARGON

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CUSTOMERS
DO NOT WANT TO
DO THE WORK
YOU SHOULD
HAVE DONE FOR
THEM AHEAD OF TIME

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CUSTOMERS
WANT TO FIND THE
MANUEL’S
ENJOYABLE
AND EFFORTLESS WAY
TO GET HEALTHY

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GOAL?
HOW CAN MANUEL REACH HIS
HOW CAN MANUEL DELIGHT HIS
CUSTOMERS?

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COGNITIVE
COMPUTING
SIMULATION OF HUMAN THOUGHT PROCESSES
MADE POSSIBLE BY SELF-LEARNING SYSTEMS
WEAPON
SECRET

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LEARN
UNDERSTAND MASSIVE DATA SETS
UNSTRUCTURED AND STRUCTURED
AT SCALE
COGNITIVE COMPUTING SYSTEMS
IN ANY FORMAT/LANGUAGE

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MAKE COMPARISONS 
FORM JUDGEMENTS 
MAKE GOAL-ORIENTED DECISIONS
REASONWITH PURPOSE
HYPOTHESIZE
MAKE SUGGESTIONS 
AND ASSUMPTIONS

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INTERACTWITH HUMANS
NATURALLY
NATURAL LANGUAGE PROCESSING 
SPEECH, FACIAL, AND IMAGE RECOGNITION

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COLLECTIONS
OF APPLICATIONS
WEAVED TOGETHER INTO PRACTICAL SOLUTIONS
TEXT ANALYSIS
DOCUMENT CONVERSION
NATURAL LANGUAGE PROCESSING
MACHINE TRANSLATION
TONE / PERSONALITY ANALYSIS
TEXT-TO-SPEECH / SPEECH-TO-TEXT
CONVERSATION

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COGNITIVE COOKING
LET’S TAKE A LOOK AT A SERVICE BASED ON COGNITIVE COMPUTING
A SERVICE THAT CAN PROVIDE MANUEL WITH THE SECRET WEAPON HE NEEDS

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COGNITIVE COOKING
THINKOF
AS A FORMULA

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DATA + HUMAN KNOWLEDGE + RECIPES
UNSTRUCTURED | SEMI-STRUCTURED | STRUCTURED
ANY FORMAT | ANY LANGUAGE
COGNITIVE COOKING =

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COGNITIVE COOKING
FLORIAN PINEL: THE FUTURE OF FOOD
HIS TALK DEMYSTIFIED THE POSSIBILITIES
A COLLABORATION BETWEEN IBM AND THE INSTITUTE OF CULINARY EDUCATION
POWERED BY IBM WATSON

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CONVERSATIONAL
COGNITIVE COOKING IS AN EXAMPLE OF
COMMERCENATURAL, DIALOG-DRIVEN CONVERSATIONS
UNDERSTANDS, REMEMBERS AND USES
YOUR PREFERENCES, YOUR NEEDS, YOUR
CONTEXT TO DELIVER RELEVANT CONTENT
COGNITIVE SYSTEMS
CONSIDER CONTENT
AND DATA FROM A
VARIETY OF SOURCES
TO DETERMINE THE
BEST ANSWERS TO
DELIVER TO YOU

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DOWNLOAD TODAY
COMMERCE
CONVERSATIONALVISIT ON THE WEB
GWYN

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DATA
COGNITIVE COOKING
CONVERSATIONAL COMMERCE
WHAT
MIGHT WE
COLLECT
TO HELP MANUEL PROVIDE CONTENT AS A SERVICE
TO DIFFERENTIATE HIM FROM THE COMPETITION?

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TASTE PREFERENCES
MANUEL COULD COLLECT
FONDNESS FOR SWEET | SALTY | SAVORY | SPICY

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DIETARY REQUIREMENTS
NOT OPTIONAL | ESSENTIAL NEED

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DIETARY PREFERENCES
MORAL | RELGIOUS | HEALTHCARE

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WORK HABITS
BREAKS | SCHEDULE | LIFE BALANCE

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LIFESTYLE CHOICES
DIET | EXERCISE | SLEEP PATTERNS | RISK FACTORS

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COMMUNICATION
LANGUAGE PREFERENCES | LEARNING STYLE

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FAMILY HISTORY
DISEASES | CONDITIONS | RISK FACTORS

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MEDICAL RECORDS
TREATMENTS | MEDICATIONS | LABS | DNA

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SCIENTIFIC RESEARCH
JOURNAL ARTICLES | OTHER RESEARCH FINDINGS

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WHEN ALL OF THIS DATAIS UNDERSTOOD AND ACTED UPON BY A COGNITIVE COMPUTING SYSTEM
MANUEL COULD PROVIDE HIS PATIENTS A COLLECTION OF PERSONALIZED
RECIPES BASED ON A CLEAR UNDERSTANDING OF BOTH
PREFERENCES
REQUIREMENTS
RISK FACTORS
MEDICAL HISTORY
PERSONAL DATA
RESEARCH
STATISTICS
ACTUARIAL DATA
DEMOGRAPHIC
PUBLIC DATA

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RESULT
PROVIDING CONTENT
DESIGNED JUST FOR YOU
DATA-DRIVEN CONTENT TAILORED  
TO MEET YOUR NEEDS AND YOUR
EXPECTATIONS
AN EXCEPTIONAL CUSTOMER EXPERIENCE
THE
WITH COGNITIVE CONTENT
MANUEL CAN BEAT THE COMPETITION BY
EACH AND EVERY TIME!

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THAT’S NOT ALL

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WHAT IF MANUEL COULD
CONNECT HIS SERVICES TO
THE SERVICES OF OTHERS?

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SERVICE PROVIDER 
FOCUSES ON CORE 
COMPETENCY
CONTENT PROCESSING,
PERSONALIZATION,  
TRANSLATION, 
DELIVERY
PRINTING,
PROCUREMENT,
PACKAGING, 
FOOD DELIVERY 
PERSONAL 
SERVICE
CONTENT 
MANAGEMENT
EXCEPTIONAL 
EXPERIENCE

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WHAT IF YOU COULD
DO THE SAME FOR YOUR
PROSPECTS AND CUSTOMERS?

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YOU CAN!
BUT YOU’RE GOING TO
NEED A FEW THINGS

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EXPLORE AND LEARN
WILLINGNESS TO
WITHOUT THE NEED FOR IMMEDIATE ROI
YOU WILL NEED

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LEADERSHIP SUPPORT
TOP-LEVEL
A CLEAR MANDATE FOR IMPROVING THE CUSTOMER EXPERIENCE
YOU WILL NEED

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BUDGETFOR THE RESOURCES, TOOLS, AND TIME REQUIRED
YOU WILL NEED
SUFFICIENT

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MINDSETA TEAM FOCUSED ON INNOVATION
YOU WILL NEED
DISRUPTIVE

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INTRAPRENEURS
PEOPLE WHO TURN IDEAS INTO PROFITABLE
IMPROVEMENTS AND PRODUCTS THROUGH
ASSERTIVE RISK-TAKING AND INNOVATION
YOU WILL NEED

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COGNITIVE COMPUTING
IS IN ITS INFANCY
LEARN EVERYTHING
YOU CAN ABOUT
MACHINE LEARNING

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THANK YOU

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THE CONTENT
WRANGLER
I’M SCOTT ABEL
QUESTIONS?

The Cognitive Era and the Future of Content

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