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Amplify Keynote 2013

Ashwin Ram
Ashwin Ram

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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The Intelligent Web: Shaping Behavio(u)r Ashwin Ram, PhD Chief Innovation Officer, Augmented Social Cognition @ashwinram @PARCinc PARC | Ashwin Ram | 1
The Business of Breakthroughs速 laser printing EthernetPC workstation Alto WYSIWYG, GUI corporate ethnography multi-beam laser diodes ubiquitous computing collaborative filtering AI/ model-based systems content-centric networking socio-cognitive computing cleantech printed & flexible electronics content-centric networkingincorporated 2002 founded 1970 PARC | Ashwin Ram | 2
What people say Margaret Mead what people do and what people say they do are entirely different things. New models for business Human behavior and context Leading technology and know-how Breakthrough Triangle PARC | Ashwin Ram | 3
Big Idea #1 Innovation isnt about technology, its about people. PARC | Ashwin Ram | 4 New models for business Human behavior and context Leading technology and know-how
ASC: Augmented Social Cognition Social Computing Cognitive Science PARC | Ashwin Ram | 5
Whats new? PARC | Ashwin Ram | 7
The Intelligent Web Information Engagement Behavior Change PARC | Ashwin Ram | 8 Push Interact Influence
Example: Healthcare PARC | Ashwin Ram | 9
Healthcare Crisis Obesity Rates PARC | Ashwin Ram | 10
Wheres the problem? PARC | Ashwin Ram | 11 Healthcare Health
Breakthrough Opportunity 50% of factors related to personal health are due to lifestyle.* Sources: *CDC **Hartman PARC | Ashwin Ram | 12 68% of adults are actively trying to prevent at least 1 major chronic illness.**
How do people get healthcare info? PARC | Ashwin Ram | 13
Healthcare Information Internet is the leading source of health and wellness information. PARC | Ashwin Ram | 14
1) Portals PARC | Ashwin Ram | 15 Information Engagement Behavior Change Push Interact Influence
1) Portals PARC | Ashwin Ram | 16
Health 1.0 Health 2.0 PARC | Ashwin Ram | 17 A recent survey from health-care research firm National Research found that 96% of the nearly 23,000 consumers it surveyed use Facebook to gather information about health care, with 28% using YouTube and 22% using Twitter. Hospitals, health-care providers and private insurers also are seeing social media as a tool to engage consumers. NPR Marketplace calls it the biggest threat to healthcare portals like WebMD.
2a) Social PARC | Ashwin Ram | 18 Information Engagement Behavior Change Push Interact Influence
2a) Social PARC | Ashwin Ram | 19
2b) Mobile For the first time in history more smartphones and tablets will be sold than PCs worldwide Source: Deloitte Canada, 2011 A smartphone in 2011 has as much compute power as a laptop in 2001 Source: C. Arthur, Guardian UK, 2011 PARC | Ashwin Ram | 20
2b) Mobile PARC | Ashwin Ram | 21
PARC | Ashwin Ram | 22 The consumer is the CEO of their own health. PARC | Ashwin Ram | 22 Convergence
Big Idea #2 Health Healthcare. Empower the consumer to be CEO of their own health. PARC | Ashwin Ram | 23
Portals Social Mobile ? PARC | Ashwin Ram | 24 Information Engagement Behavior Change Push Interact Influence
How do you change behavior? PARC | Ashwin Ram | 25 You dont. You get the user to do it. Youre not the CEO.
PARC | Ashwin Ram | 26 Social Portals Social Mobile Mobile Diet Preferences Knowledge User Model Models
Improved Outcomes & Lifestyle Adoption Achievable Goals Fun Peer Support In The Moment Easy, Natural Proper Goal Setting Social Sciences Ethnography Underlying Science PARC | Ashwin Ram | 28 Goal Outcome-goal Behavior-goal Food-goal Activity-goal Lose 40 lbs Path-goal Duration-goal Eat breakfast Every day Exercise 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> dif鍖culty: 隆 expectancy: <P> cost: <C> successes: s failures: f) log(odds(success(Habiti ,Personj ))) = match(c, j) c + 慮ikwjk + rikwjk k + 留 log(t) + vf sfi f + pf sfi f k f (慮i ,w j ,ij ) = 慮0ij +慮i1wi1 ++慮iT wjT
Fittle TM PARC | Ashwin Ram | 29 A team social network with personal coach to engage consumers and change behaviors to improve health outcomes and reduce healthcare costs at scale (millions of people). personal model mobile coach social team Patent pending fittle.org
How It Works PARC | Ashwin Ram | 30 2. Join Team 1. Download App 3. Pick Program 4. Execute Program 5. Earn Reward 6. Advance Smart agent (iWell) Set goals and plan with a coach Social support (HealthSense) Achieve goals with friends Visualization (Gamification) Track progress and earn rewards Get nudges from system and social team Report your activity Track individual and team progress Set your personalized goal Find teams you are interested in Visualize your achievement Get prize when team succeeds Branded diet & exercise programs Move to next level User Challenges *not yet approached
Consumer Engagement Social Network Just-In-Time Information Personalization Behavior Change Gamification Platform Modeling & Analytics Platform Decision Support Cognitive Modeling Social Analytics Semantic Analysis Behavior Modeling Monitoring Platform Context/ Activity Web/Social Network User Information PARC | Ashwin Ram | 31
Vision Consumer ≒ Engagement Relevant Information ≒ Behavior Change DashboardDashboard Ethnography Analytics/Social Media Context/Activity Tracking Company Portal Provider Portal Modeling & Analytics Platform Food / Nutrition Alternative Medicine Medicine / Supplements Exercise / Activity Apps Wellness Drivers PARC Competitive Edge PARC | Ashwin Ram | 32
Other domains? PARC | 33
Education: Whats the problem? 34 Access More than one-third of the worlds population is under 20. By 2006, 100 million qualified to enter a university will have no place to go. To meet this staggering demand, a major university needs to be created each week. Sir John Daniel (1996) PARC | Ashwin Ram | 34
88% of high school dropouts have passing grades. Gates Foundation study Silent Epidemic (2006) 60% find video lectures boring. 60% read less when using e-textbooks. Engagement 47% of dropouts say classes are not interesting. The Hard Problem in Education PARC | Ashwin Ram | 35
Learning Education PARC | Ashwin Ram | 36 Information Engagement Behavior Change Push Interact Influence
OpenStudy.com Growth 4M views/mo 750K uniques/mo 180 countries Engagement 60% return visits 20 min/visit ave. Addictive In鍖uence 79% motivated to study 70% improved grades 69% better study habits
Home Schoolers Traditional Self Learners Community Colleges Vision PARC | Ashwin Ram | 38
Big Idea #3 Health : Healthcare :: Learning : Education Focus on the human problem, not the institutional problem. PARC | Ashwin Ram | 39
Financial Markets: Whats the problem? PARC | Ashwin Ram | 40 Big data New security threats New commerce platforms New customer channels Engagement?
Financial Markets: The same problem PARC | Ashwin Ram | 41 Information Engagement Behavior Change Push Interact Influence
BHAG Big Hairy Audacious Goal PARC | Ashwin Ram | 42 Learning Models Mobile Social for millions Financial Health Models Mobile Social for millions Health Lifestyle Models Mobile Social for millions Fittle OpenStudy
Realizing the BHAG Innovation is about people Empower consumers to be CEOs Focus on the human problem PARC | 43
Contact linkedin.com/in/ashwinramwww.parc.com/ashwinram PARC | Ashwin Ram | 44 ashwin.ram@parc.com

More Related Content

Amplify Keynote 2013

  • 1. The Intelligent Web: Shaping Behavio(u)r Ashwin Ram, PhD Chief Innovation Officer, Augmented Social Cognition @ashwinram @PARCinc PARC | Ashwin Ram | 1
  • 2. The Business of Breakthroughs速 laser printing EthernetPC workstation Alto WYSIWYG, GUI corporate ethnography multi-beam laser diodes ubiquitous computing collaborative filtering AI/ model-based systems content-centric networking socio-cognitive computing cleantech printed & flexible electronics content-centric networkingincorporated 2002 founded 1970 PARC | Ashwin Ram | 2
  • 3. What people say Margaret Mead what people do and what people say they do are entirely different things. New models for business Human behavior and context Leading technology and know-how Breakthrough Triangle PARC | Ashwin Ram | 3
  • 4. Big Idea #1 Innovation isnt about technology, its about people. PARC | Ashwin Ram | 4 New models for business Human behavior and context Leading technology and know-how
  • 5. ASC: Augmented Social Cognition Social Computing Cognitive Science PARC | Ashwin Ram | 5
  • 6. Whats new? PARC | Ashwin Ram | 7
  • 7. The Intelligent Web Information Engagement Behavior Change PARC | Ashwin Ram | 8 Push Interact Influence
  • 8. Example: Healthcare PARC | Ashwin Ram | 9
  • 10. Wheres the problem? PARC | Ashwin Ram | 11 Healthcare Health
  • 11. Breakthrough Opportunity 50% of factors related to personal health are due to lifestyle.* Sources: *CDC **Hartman PARC | Ashwin Ram | 12 68% of adults are actively trying to prevent at least 1 major chronic illness.**
  • 12. How do people get healthcare info? PARC | Ashwin Ram | 13
  • 13. Healthcare Information Internet is the leading source of health and wellness information. PARC | Ashwin Ram | 14
  • 14. 1) Portals PARC | Ashwin Ram | 15 Information Engagement Behavior Change Push Interact Influence
  • 15. 1) Portals PARC | Ashwin Ram | 16
  • 16. Health 1.0 Health 2.0 PARC | Ashwin Ram | 17 A recent survey from health-care research firm National Research found that 96% of the nearly 23,000 consumers it surveyed use Facebook to gather information about health care, with 28% using YouTube and 22% using Twitter. Hospitals, health-care providers and private insurers also are seeing social media as a tool to engage consumers. NPR Marketplace calls it the biggest threat to healthcare portals like WebMD.
  • 17. 2a) Social PARC | Ashwin Ram | 18 Information Engagement Behavior Change Push Interact Influence
  • 18. 2a) Social PARC | Ashwin Ram | 19
  • 19. 2b) Mobile For the first time in history more smartphones and tablets will be sold than PCs worldwide Source: Deloitte Canada, 2011 A smartphone in 2011 has as much compute power as a laptop in 2001 Source: C. Arthur, Guardian UK, 2011 PARC | Ashwin Ram | 20
  • 20. 2b) Mobile PARC | Ashwin Ram | 21
  • 21. PARC | Ashwin Ram | 22 The consumer is the CEO of their own health. PARC | Ashwin Ram | 22 Convergence
  • 22. Big Idea #2 Health Healthcare. Empower the consumer to be CEO of their own health. PARC | Ashwin Ram | 23
  • 23. Portals Social Mobile ? PARC | Ashwin Ram | 24 Information Engagement Behavior Change Push Interact Influence
  • 24. How do you change behavior? PARC | Ashwin Ram | 25 You dont. You get the user to do it. Youre not the CEO.
  • 25. PARC | Ashwin Ram | 26 Social Portals Social Mobile Mobile Diet Preferences Knowledge User Model Models
  • 26. Improved Outcomes & Lifestyle Adoption Achievable Goals Fun Peer Support In The Moment Easy, Natural Proper Goal Setting Social Sciences Ethnography Underlying Science PARC | Ashwin Ram | 28 Goal Outcome-goal Behavior-goal Food-goal Activity-goal Lose 40 lbs Path-goal Duration-goal Eat breakfast Every day Exercise 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> dif鍖culty: 隆 expectancy: <P> cost: <C> successes: s failures: f) log(odds(success(Habiti ,Personj ))) = match(c, j) c + 慮ikwjk + rikwjk k + 留 log(t) + vf sfi f + pf sfi f k f (慮i ,w j ,ij ) = 慮0ij +慮i1wi1 ++慮iT wjT
  • 27. Fittle TM PARC | Ashwin Ram | 29 A team social network with personal coach to engage consumers and change behaviors to improve health outcomes and reduce healthcare costs at scale (millions of people). personal model mobile coach social team Patent pending fittle.org
  • 28. How It Works PARC | Ashwin Ram | 30 2. Join Team 1. Download App 3. Pick Program 4. Execute Program 5. Earn Reward 6. Advance Smart agent (iWell) Set goals and plan with a coach Social support (HealthSense) Achieve goals with friends Visualization (Gamification) Track progress and earn rewards Get nudges from system and social team Report your activity Track individual and team progress Set your personalized goal Find teams you are interested in Visualize your achievement Get prize when team succeeds Branded diet & exercise programs Move to next level User Challenges *not yet approached
  • 29. Consumer Engagement Social Network Just-In-Time Information Personalization Behavior Change Gamification Platform Modeling & Analytics Platform Decision Support Cognitive Modeling Social Analytics Semantic Analysis Behavior Modeling Monitoring Platform Context/ Activity Web/Social Network User Information PARC | Ashwin Ram | 31
  • 30. Vision Consumer ≒ Engagement Relevant Information ≒ Behavior Change DashboardDashboard Ethnography Analytics/Social Media Context/Activity Tracking Company Portal Provider Portal Modeling & Analytics Platform Food / Nutrition Alternative Medicine Medicine / Supplements Exercise / Activity Apps Wellness Drivers PARC Competitive Edge PARC | Ashwin Ram | 32
  • 32. Education: Whats the problem? 34 Access More than one-third of the worlds population is under 20. By 2006, 100 million qualified to enter a university will have no place to go. To meet this staggering demand, a major university needs to be created each week. Sir John Daniel (1996) PARC | Ashwin Ram | 34
  • 33. 88% of high school dropouts have passing grades. Gates Foundation study Silent Epidemic (2006) 60% find video lectures boring. 60% read less when using e-textbooks. Engagement 47% of dropouts say classes are not interesting. The Hard Problem in Education PARC | Ashwin Ram | 35
  • 34. Learning Education PARC | Ashwin Ram | 36 Information Engagement Behavior Change Push Interact Influence
  • 35. OpenStudy.com Growth 4M views/mo 750K uniques/mo 180 countries Engagement 60% return visits 20 min/visit ave. Addictive In鍖uence 79% motivated to study 70% improved grades 69% better study habits
  • 37. Big Idea #3 Health : Healthcare :: Learning : Education Focus on the human problem, not the institutional problem. PARC | Ashwin Ram | 39
  • 38. Financial Markets: Whats the problem? PARC | Ashwin Ram | 40 Big data New security threats New commerce platforms New customer channels Engagement?
  • 39. Financial Markets: The same problem PARC | Ashwin Ram | 41 Information Engagement Behavior Change Push Interact Influence
  • 40. BHAG Big Hairy Audacious Goal PARC | Ashwin Ram | 42 Learning Models Mobile Social for millions Financial Health Models Mobile Social for millions Health Lifestyle Models Mobile Social for millions Fittle OpenStudy
  • 41. Realizing the BHAG Innovation is about people Empower consumers to be CEOs Focus on the human problem PARC | 43