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Tictrac AIGA NY Talk
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Martin Blinder
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The talk I gave for AIGA NY, at the Museum of Art and Design in NY.
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Tictrac AIGA NY Talk
1.
AM I NORMAL? LIFESTYLE
DESIGN THROUGH NUMBERS FEBRUARY 23, 2012 Martín Blinder Founder & CEO, Tictrac Twitter: @martinblinder ©
2.
WE LIVE IN
A WORLD OF MEASUREMENT EVERY ASPECT OF OUR LIVES HAS A METRIC ASSOCIATED WITH IT COLDS CAUGHT $$ IN BANK DRINKS GRADES CAR $ # FRIENDS WAIST ROI BMI ABS HEIGHT COMMUTE WEIGHT BLOOD PRSS # KIDS SPENDING YEARS MARRIED # MEETINGS ROOMS IN HOME HOURS SLEPT RENT SEXUAL PARTNERS BREAST SIZE PENIS SIZE SALARY YRS WORKED TV CHANNELS ©
3.
WE LIVE IN
A WORLD OF MEASUREMENT EACH METRIC CARRIES A CATEGORY MEANING COLDS CAUGHT $$ IN BANK DRINKS GRADES CAR $ # FRIENDS WAIST ROI BMI ABS HEIGHT COMMUTE WEIGHT BLOOD PRSS # KIDS SPENDING YEARS MARRIED # MEETINGS ROOMS IN HOME HOURS SLEPT RENT SEXUAL PARTNERS BREAST SIZE PENIS SIZE SALARY YRS WORKED TV CHANNELS ©
4.
TRACKING BASIC HUMAN NATURE
©
5.
RUN
©
6.
CATCH A COLD ©
7.
BABY CRYING
©
8.
HOW AM I
DOING? ©
9.
f(x) HOW AM I
DOING? (1) MY HISTORY ©
10.
f(x) HOW AM I
DOING? (1) MY HISTORY © (2) OTHERS
11.
METRICS ARE INCREASINGLY
DIGITALLY RECORDED COLDS CAUGHT $$ IN BANK DRINKS GRADES CAR $ # FRIENDS WAIST ROI BMI ABS HEIGHT COMMUTE WEIGHT BLOOD PRSS # KIDS SPENDING YEARS MARRIED # MEETINGS ROOMS IN HOME HOURS SLEPT RENT SEXUAL PARTNERS BREAST SIZE PENIS SIZE SALARY YRS WORKED TV CHANNELS ©
12.
METRICS ARE INCREASINGLY
DIGITALLY RECORDED IF IT’S DIGITAL, IT CAN BE MEASURED COLDS CAUGHT $$ IN BANK DRINKS GRADES CAR $ # FRIENDS WAIST ROI BMI ABS HEIGHT COMMUTE WEIGHT PROFILE BLOOD PRSS # KIDS SPENDING YEARS MARRIED # MEETINGS ROOMS IN HOME HOURS SLEPT RENT SEXUAL PARTNERS BREAST SIZE PENIS SIZE SALARY YRS WORKED TV CHANNELS ©
13.
We create as
much information in two days now as we did from the dawn of man through 2003. Eric Schmidt, Chairman, Google ©
14.
/ FACEBOOK 250m PHOTOS YOUTUBE 8YRS OF
VIDEO TWITTER DAY 200m TWEETS ©
15.
DATA IMPLICIT
© EXPLICIT
16.
DATA IMPLICIT
© EXPLICIT
17.
WE LEAVE
DIGITAL IMPLICIT FOOTPRINTS EVERYWHERE WE GO ©
18.
PICTURES
©
19.
PICTURES PICTURE TAKEN
POSTED SHARED COPIED TIME LINKED TO PERSON LIKES MORE LIKES LOCATION COMMENTS COMMENTS ©
20.
VIDEO
©
21.
CHECK-INS
©
22.
POSTS
© Tictrac 2011 ! ©
23.
TWEETS
©
24.
WHAT WE’VE DONE
©
25.
WHAT WE’VE DONE WHEN
WE’VE DONE IT ©
26.
WHAT WE’VE DONE WHEN
WE’VE DONE IT WHERE WE’VE DONE IT ©
27.
WHAT WE’VE DONE WHEN
WE’VE DONE IT WHERE WE’VE DONE IT WITH WHOM WE’VE DONE IT ©
28.
WHAT WE’VE DONE WHEN
WE’VE DONE IT WHERE WE’VE DONE IT WITH WHOM WE’VE DONE IT HOW WE FEEL ABOUT IT ©
29.
WHAT WE’VE DONE WHEN
WE’VE DONE IT WHERE WE’VE DONE IT WITH WHOM WE’VE DONE IT HOW WE FEEL ABOUT IT HOW OTHERS FEEL ABOUT IT ©
30.
DATA IMPLICIT
© EXPLICIT
31.
WIRELESS SCALES
©
32.
RUNNING TRACKERS
©
33.
ACTIVITY TRACKING KM WALKED CALS
BURNED HOURS SLEPT ©
34.
BLOOD PRESSURE
©
35.
SLEEP
©
36.
TODAY WE INCREASINGLY
TRACK MORE OF OUR LIVES FINANCES EXERCISE KIDS SCHEDULE CAREER FRIENDS BIZ NETWORK SALARY FOOD WEIGHT GROWTH TRAVEL SEX DRINKING SPENDING DATING WORK WEATHER HEALTH FAMILY PLANNING ©
37.
TECHNOLOGY IS GETTING
PERSONAL ©
38.
“A NEW REALITY
SHOW” The Economist ©
39.
“A NEW REALITY
SHOW” STARRING ©
40.
BUT TODAY’S TRACKING
IS STILL ONE-DIMENSIONAL 1. PROVIDING LIMITED INSIGHT –PERFORMANCE OVER TIME 2. WITH LITTLE POTENTIAL FOR IMPROVEMENT FINANCES EXERCISE WEATHER KIDS WEIGHT CAREER SEX HEALTH FOOD DATING ©
41.
MIMICKING OUR OWN
MEMORY AND PATTERN RECOGNITION ©
42.
DATING
MOOD SEX TRAVEL FOOD DRINKING WORK WHAT IF? EXERCISE FRIENDS FINANCES KIDS HEALTH WEIGHT SALARY WEATHER STRESS ©
43.
DATING
MOOD SEX TRAVEL FOOD DRINKING WORK EXERCISE HEALTH FRIENDS WEIGHT FINANCES KIDS SALARY WEATHER STRESS ©
44.
DATING
MOOD SEX TRAVEL FOOD DRINKING WORK EXERCISE HEALTH I run better when it’s 18ºC outside FRIENDS WEIGHT FINANCES KIDS SALARY WEATHER STRESS ©
45.
DATING
MOOD SEX TRAVEL FOOD DRINKING WORK EXERCISE HEALTH I run better when it’s 18ºC outside FRIENDS WEIGHT I spend 12 hours a week on biz lunches – and I gain weight on FINANCES KIDS those weeks SALARY WEATHER STRESS ©
46.
DATING
MOOD SEX I spend more on food that makes me gain weight TRAVEL FOOD DRINKING WORK Drinking has started to hurt my sex life, and made me gain weight EXERCISE HEALTH I run better when it’s 18ºC outside FRIENDS WEIGHT I spend 12 hours a week on biz lunches – and I gain weight on FINANCES KIDS those weeks SALARY WEATHER STRESS ©
47.
My sex life
diminishes in weeks I feel more stressed DATING I’m happier on days I spend time with my kids MOOD SEX I spend more on food that makes me gain weight We spend more on TRAVEL FOOD winter holidays than summer holidays DRINKING WORK Drinking has started I’m more productive to hurt my sex life, and on days after I run 5k made me gain weight EXERCISE HEALTH I run better My blood pressure when it’s 18ºC has gone down since outside I changed my diet FRIENDS WEIGHT I’m more motivated I spend 12 hours a every time I hang out week on biz lunches – with certain friends and I gain weight on FINANCES KIDS those weeks We save more in the My son’s behaviour Spring and Autumn has changed since months SALARY WEATHER meeting a new friend I’m more stressed out STRESS I’m more energetic on weeks I visit my in- laws on summer days ©
48.
DATING
MOOD SEX TRAVEL FOOD DRINKING WORK EXERCISE ME HEALTH FRIENDS WEIGHT FINANCES KIDS SALARY WEATHER STRESS ©
49.
DATING
DATING MOOD SEX MOOD SEX TRAVEL FOOD TRAVEL FOOD DRINKING WORK DRINKING WORK EXERCISE OTHERS HEALTH EXERCISE OTHERS HEALTH FRIENDS WEIGHT FRIENDS WEIGHT FINANCES KIDS FINANCES KIDS SALARY WEATHER SALARY WEATHER DATING STRESS STRESS MOOD SEX TRAVEL FOOD DATING DATING MOOD SEX MOOD SEX TRAVEL FOOD DRINKING WORK TRAVEL FOOD DRINKING WORK DRINKING WORK EXERCISE FRIENDS FINANCES OTHERS KIDS HEALTH WEIGHT EXERCISE ME HEALTH EXERCISE FRIENDS FINANCES OTHERS KIDS HEALTH WEIGHT SALARY WEATHER FRIENDS WEIGHT SALARY WEATHER STRESS STRESS FINANCES KIDS DATING SALARY WEATHER DATING MOOD SEX STRESS MOOD SEX TRAVEL FOOD TRAVEL FOOD DRINKING WORK DRINKING WORK EXERCISE OTHERS HEALTH EXERCISE OTHERS HEALTH FRIENDS WEIGHT FRIENDS WEIGHT FINANCES KIDS FINANCES KIDS SALARY WEATHER SALARY WEATHER STRESS STRESS ©
50.
DATING
DATING MOOD SEX MOOD SEX TRAVEL FOOD TRAVEL FOOD DRINKING WORK DRINKING WORK EXERCISE OTHERS HEALTH EXERCISE OTHERS HEALTH FRIENDS WEIGHT FRIENDS WEIGHT FINANCES KIDS FINANCES KIDS SALARY WEATHER SALARY WEATHER DATING STRESS STRESS MOOD SEX TRAVEL FOOD DATING DATING MOOD SEX MOOD SEX TRAVEL FOOD DRINKING WORK TRAVEL FOOD DRINKING WORK DRINKING WORK EXERCISE FRIENDS FINANCES OTHERS KIDS HEALTH WEIGHT EXERCISE ME HEALTH EXERCISE FRIENDS FINANCES OTHERS KIDS HEALTH WEIGHT SALARY WEATHER FRIENDS WEIGHT SALARY WEATHER STRESS STRESS FINANCES KIDS Does my daughter catch too many colds DATING SALARY WEATHER DATING in winter? MOOD SEX STRESS MOOD SEX TRAVEL FOOD TRAVEL FOOD DRINKING WORK DRINKING WORK EXERCISE OTHERS HEALTH EXERCISE OTHERS HEALTH FRIENDS WEIGHT FRIENDS WEIGHT FINANCES KIDS FINANCES KIDS SALARY WEATHER SALARY WEATHER STRESS STRESS ©
51.
DATING
DATING MOOD SEX MOOD SEX TRAVEL FOOD TRAVEL FOOD DRINKING WORK DRINKING WORK EXERCISE OTHERS HEALTH EXERCISE OTHERS HEALTH FRIENDS WEIGHT FRIENDS WEIGHT FINANCES KIDS FINANCES KIDS SALARY WEATHER SALARY WEATHER Do I spend too STRESS DATING STRESS much money on MOOD SEX shoes given my salary? TRAVEL FOOD DATING DATING MOOD SEX MOOD SEX TRAVEL FOOD DRINKING WORK TRAVEL FOOD DRINKING WORK DRINKING WORK EXERCISE FRIENDS FINANCES OTHERS KIDS HEALTH WEIGHT EXERCISE ME HEALTH EXERCISE FRIENDS FINANCES OTHERS KIDS HEALTH WEIGHT SALARY WEATHER FRIENDS WEIGHT SALARY WEATHER STRESS STRESS FINANCES KIDS Does my daughter catch too many colds DATING SALARY WEATHER DATING in winter? MOOD SEX STRESS MOOD SEX TRAVEL FOOD TRAVEL FOOD DRINKING WORK DRINKING WORK EXERCISE OTHERS HEALTH EXERCISE OTHERS HEALTH FRIENDS WEIGHT FRIENDS WEIGHT FINANCES KIDS FINANCES KIDS SALARY WEATHER SALARY WEATHER STRESS STRESS ©
52.
DATING
DATING Is my sex life normal MOOD SEX MOOD SEX TRAVEL FOOD TRAVEL FOOD for my age, job and DRINKING WORK DRINKING WORK family situation? EXERCISE OTHERS HEALTH EXERCISE OTHERS HEALTH FRIENDS WEIGHT FRIENDS WEIGHT FINANCES KIDS FINANCES KIDS SALARY WEATHER SALARY WEATHER Do I spend too STRESS DATING STRESS much money on MOOD SEX shoes given my salary? TRAVEL FOOD DATING DATING MOOD SEX MOOD SEX TRAVEL FOOD DRINKING WORK TRAVEL FOOD DRINKING WORK DRINKING WORK EXERCISE FRIENDS FINANCES OTHERS KIDS HEALTH WEIGHT EXERCISE ME HEALTH EXERCISE FRIENDS FINANCES OTHERS KIDS HEALTH WEIGHT SALARY WEATHER FRIENDS WEIGHT SALARY WEATHER STRESS STRESS I run 10k faster FINANCES KIDS Does my daughter than the average catch too many colds for my age and DATING SALARY WEATHER DATING in winter? location MOOD SEX STRESS MOOD SEX TRAVEL FOOD TRAVEL FOOD DRINKING WORK DRINKING WORK EXERCISE OTHERS HEALTH EXERCISE OTHERS HEALTH FRIENDS WEIGHT FRIENDS WEIGHT FINANCES KIDS FINANCES KIDS How much do SALARY WEATHER SALARY WEATHER people in my STRESS STRESS profession earn in other cities? ©
53.
DATING
DATING Is my sex life normal MOOD SEX MOOD SEX My blood pressure is TRAVEL FOOD TRAVEL FOOD actually normal for for my age, job and DRINKING WORK DRINKING WORK my age, weight and family situation? profession EXERCISE OTHERS HEALTH EXERCISE OTHERS HEALTH FRIENDS WEIGHT FRIENDS WEIGHT FINANCES KIDS FINANCES KIDS SALARY WEATHER SALARY WEATHER Do I make a decent Do I spend too STRESS DATING STRESS salary compared with much money on MOOD SEX others of my age, job shoes given my and city? salary? TRAVEL FOOD DATING DATING MOOD SEX MOOD SEX TRAVEL FOOD DRINKING WORK TRAVEL FOOD DRINKING WORK DRINKING WORK EXERCISE FRIENDS FINANCES OTHERS KIDS HEALTH WEIGHT EXERCISE ME HEALTH EXERCISE FRIENDS FINANCES OTHERS KIDS HEALTH WEIGHT SALARY WEATHER FRIENDS WEIGHT SALARY WEATHER STRESS STRESS I run 10k faster FINANCES KIDS Does my daughter than the average catch too many colds for my age and DATING SALARY WEATHER DATING in winter? location MOOD SEX STRESS MOOD SEX TRAVEL FOOD TRAVEL FOOD DRINKING WORK DRINKING WORK Do we spend too much on dining out EXERCISE OTHERS HEALTH EXERCISE OTHERS HEALTH FRIENDS WEIGHT FRIENDS WEIGHT compared with How much do others of similar FINANCES KIDS FINANCES KIDS SALARY WEATHER SALARY WEATHER people in my salary? STRESS STRESS profession earn in other cities? ©
54.
ANSWERING SOME BASIC
HUMAN QUESTIONS AM I NORMAL? HOW CAN I IMPROVE HOW DO I MEASURE UP MYSELF? TO OTHERS? HOW DO DIFFERENT AM I IN A GOOD PLACE IN ASPECTS OF MY LIFE MY LIFE? AFFECT ME? ©
55.
ANSWERING SOME BASIC
HUMAN QUESTIONS AM I NORMAL? HOW CAN I IMPROVE HOW DO I MEASURE UP MYSELF? TO OTHERS? ACTIONABLE INSIGHT HOW DO DIFFERENT AM I IN A GOOD PLACE IN ASPECTS OF MY LIFE MY LIFE? AFFECT ME? ©
56.
PERSONAL ANALYTICS
©
57.
DATA IMPLICIT
+ © EXPLICIT
58.
AGGREGATING THE PERSONAL
DATA WE’RE CREATING ME ©
59.
LIVE TICTRAC SCREENSHOT PROJECT:
“MY WEEKDAYS” VALUE PROPOSITIONS 1. AGGREGATION 2. ANALYTICS 3. COMPARISON ©
60.
VANITY
WELLBEING ©
61.
LIFESTYLE DESIGN
©
62.
LIFE’S LITTLE PROJECTS
©
63.
LIFE’S LITTLE PROJECTS LOSING
10 POUNDS ©
64.
LIFE’S LITTLE PROJECTS RUNNING
10K ©
65.
LIFE’S LITTLE PROJECTS KIDS
©
66.
LIFE’S LITTLE PROJECTS DATING
©
67.
LIFE’S LITTLE PROJECTS CAREER
©
68.
FITNESS WELLBEING
FAMILY FINANCE CAREER LOVE SOCIAL LEISURE (+) LIFESTYLE PERFORMANCE / PRIORITY 0 (-) CATEGORIES ©
69.
LIVE TICTRAC SCREENSHOT PROJECT:
“GET IN SHAPE!” ©
70.
OWN YOUR DATA ‘PERFECT’
INFORMATION UNCOVER RELATIONSHIPS KNOW YOUR TRUE SELF ENHANCE YOUR LIFE ©
71.
A BETTER SOCIETY MAKE
BETTER CHOICES COMMIT FEWER MISTAKES HAVE CONTROL OVER WELLBEING LEAD HEALTHIER LIVES MAKE BETTER FINANCIAL DECISIONS ©
72.
PHYSICIANS
©
73.
PSYCHOLOGISTS
©
74.
PARENTS ©
75.
PHYSICIANS
PSYCHOLOGISTS PARENTS ATHLETES DIET’ERS TEACHERS ©
76.
PHYSICIANS
PSYCHOLOGISTS PARENTS ATHLETES DIET’ERS TEACHERS PROFESSIONALS SMB’S © HOBBYISTS
77.
BRANDS ©
78.
Brands partner with
their audiences to provide real- time behavioural data to inform product/marketing BRAND CONSUMER NEEDS SEGMENTATION BEHAVIOUR LIFESTYLE REAL INSIGHTS CONSUMER DATA LIVE USER TRACKING DEMOGRAPHIC GROUP 1 DEMOGRAPHIC GROUP 2 DEMOGRAPHIC GROUP 3 CONSUMERS CONSUMERS CONSUMERS ©
79.
BRANDS
P artn ers hip ENGAGEMENT CUSTOMERS ©
80.
BRAND2CONSUMER EVOLUTION
ENGAGEMENT, LOYALTY (+) ACTIVITY TRACKING / DATA COLLECTION SOCIAL DIGITAL DISPLAY / PRINT / RADIO GAMES TV / CINEMA (-) ANNOUNCEMENT INTERACTIVITY CONVERSATION PARTNERSHIP ©
81.
DATA
© © Essence 2005 - 2010
82.
©
83.
©
84.
VALUE CONSCIOUSNESS USERS
START COMMERCIALIZING THEIR DATA/BEHAVIOUR BRANDS BRANDS BRANDS BRANDS BRANDS $$$ BEHAVIOUR + PROFILE ©
85.
VALUE CONSCIOUSNESS WIN/WIN: CONSUMER
GETS PAID AND RELEVANT MESSAGING BRANDS BRANDS BRANDS BRANDS BRANDS $$$ PAYMENT & RELEVANT PRODUCTS ©
86.
Tomorrow’s consumers will
regularly engage in research panels that collect real-time consumer behaviour A WORLD OF ‘PANELISTS’ ©
87.
DATA EXCHANGES
©
88.
TH4NK YOU! MARTIN@TICTRAC.COM
©
89.
Know yourself
©