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Jack Newton	      http://www.flickr.com/photos/jdn/5544977049/	Influence: It s in Your Genes	                               ...
Paul Saarinen                           Scott Fahrenkrug,	Yamamoto, Director of Digital Strategy          PH.DUniversity o...
Demographic	  and	  psychographic	  informa2on	                        Age,	  marital	  status,	  kids,	  home	  loca2on,	...
Mark Zuckerberg has said they can determine  within a 33% accuracy when you ll break up           and who you ll start dat...
Can predict with a 98% accuracy up to two years ahead of time if you’ll get a divorce	                    	        Credit ...
URSQUARE ict where you’ll go next basedorical check-in’s and friends     activities                  Wants to predict wher...
Measuring influence by connecting multiple
You	  are	  your	  DNA	                           genotype	  (G)	  +	  environment	  (E)	  →	  phenotype	  (P)	  genotype	...
Behavior	  Has	  a	  Very	  Significant	  Gene:c	  Component	  	         • Monozygo2c	  twins	  reared	  apart	  clearly	  ...
Genotyping
•  Health	  results	  for	  Annemarie	        Disease risk and ancestry
Each	  of	  us	  is	  a	  walking	  clinical	  trial	                                     • Gene2cs	                      ...
Clear marketing opportunities
Sequencing	  costs	  plumme:ng	                                                        Oxford	  Nanopore–	  MinION	       ...
Environmental	  DNA	  Sampling	  
Henrietta Lacks (HeLa cells)
Consumption	                                                                        Relationships	                        ...
I like this beer because...	Garin Fons	http://www.flickr.com/photos/mrgarin/3382527848/
Tim Murtaugh	   Genetic target marketing	                                                     http://www.flickr.com/photos/...
6 billion base pairs =	                                  6 gigabytes per DNA sequence	        In the U.S. = 1,800 petabyte...
High volume data analysis
Privacy controls
The risks
Solutions
•  Is	  there	  a	  way	  to	  protect	  the	  privacy	  of	  your	  gene2c	       data?	  (copyright	  or	  patents)	  	 ...
Your	  Genome	  	  Phenome	  Belong	  to	  You	  We	  predict	  that	  personal	  gene:cs	  will	  be	  used	  as	  a	  ma...
Miinome	  as	  a	  gene:c	  equity	  broker?	  	                           Opt-­‐In	  NOT	  Opt-­‐Out	                    ...
Is	  this	  the	  Future?	  
Influence: It's in your genes DNA SXSW
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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

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Influence: It's in your genes DNA SXSW

  1. 1. Jack Newton http://www.flickr.com/photos/jdn/5544977049/ Influence: It s in Your Genes How to own your genetic equity #DNAsxsw
  2. 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. 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. 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. 5. Can predict with a 98% accuracy up to two years ahead of time if you’ll get a divorce Credit databases
  6. 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. 7. Measuring influence by connecting multiple
  8. 8. You  are  your  DNA   genotype  (G)  +  environment  (E)  →  phenotype  (P)  genotype  (G)  +  environment  (E)  +  genotype    environment  interac:ons  (GE)  →  phenotype  (P)  
  9. 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. 10. Genotyping
  11. 11. •  Health  results  for  Annemarie   Disease risk and ancestry
  12. 12. Each  of  us  is  a  walking  clinical  trial   • Gene2cs   • Physique   • Lifestyle   Phenome   • Consump2on   • Loca2on   • Rela2onships  
  13. 13. Clear marketing opportunities
  14. 14. Sequencing  costs  plumme:ng   Oxford  Nanopore–  MinION       LIFE  Technology  –  Ion  Proton  $1,000  genome  is  just  the  start  
  15. 15. Environmental  DNA  Sampling  
  16. 16. Henrietta Lacks (HeLa cells)
  17. 17. Consumption Relationships Physique Lifestyle Location Genetics Multiple data layers already mined Scott Davies http://www.flickr.com/photos/scottdavies/4641542362
  18. 18. I like this beer because... Garin Fons http://www.flickr.com/photos/mrgarin/3382527848/
  19. 19. Tim Murtaugh Genetic target marketing http://www.flickr.com/photos/_tim/513637637/ Phil Dragash http://www.flickr.com/photos/philman/2741811882/
  20. 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. 21. High volume data analysis
  22. 22. Privacy controls
  23. 23. The risks
  24. 24. Solutions
  25. 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. 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. 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. 28. Is  this  the  Future?  

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