The Human API: Access to the single source of truth

We all know that today a mobile device is possibly the most personal thing you carry. If you had access to a person's mobile phone (like apps do via APIs), you would have access to his location, contacts, gallery, and other personal data.

But what if an API existed to access the human data set, i.e. a human API* to access the ultimate, direct data source to understand consumers. What would that mean?

As we are aware brain scans reveal human emotional states, as well as brain stimulation in response to what is being observed. Heart, pulse rate and sweat on the body reveal truth or deception, along with facial expressions.

Today retail uses facial recognition and body scanning to provide personalized services in store. We are already seeing a lot of news about the impact of wearables with fitness devices tracking heart rate, sleep, calories burnt etc.

One of the 5 features in wearables launched in 2015 is Galvanic Skin Response (GSR) sensor technology, commonly used in polygraph testing or psychological research). Basically this tech can identify and track human emotions by measuring the electrical conductance of the skin, i.e. how much micro-sweat is present and determines simple emotions such as whether you are calm or excited!

The intersection of wearable and medical technology is being used to collect data and the human API is making this happen. 

So what is the killer app of the Human API? Think context.

IMAGINE if your target audience was watching one of your marketing videos on YouTube and you wanted to know their reaction. Possible?

IMAGINE you felt happy after watching the video, the wearable device could send a signal to auto-generate a smiley emoticon as a response to the video post. Wouldn't that be the most authentic reaction to track!

Let's take this to a step further...

Imagine a brand communication being tailored or media being programmatically bought based on not only physiological but also psychological data from wearables. Ads will actually become sentient and know how you are "feeling" at any point of time.

Could this become the next version of personalization? Could real time psychological data be used for remarketing? Theoretically yes.

The Human API is the only growth hack that Marketing will ever need. (Tweet this!)

With consumer in control of brands these days, Marketing is now realizing the importance of treating consumers as humans that have emotions. It is also now scientifically proven that ultimately feelings, not facts, overwhelmingly drive our behaviors when making decisions. 

But with the human API gaining access to our emotions, the dilemma we create (once again, after the mobile phone) is that of invasion of privacy. The answer to that is to give control to the on/off switch to the customer. But, in the first place... 

Will you be willing to give away this level of personal data to brands? Will we, humans, let advertisers access our API?

Will the advertising industry go all the way to listen to our emotions directly from the source, only because it can?

Normal people and advertising folks :), what do you think?

@goodthing

(p.s. Three years back when I wrote about the future of media being in the Internet of Things, we discussed how every thing and person around us had the potential to learn and share from each other. The concept of the human API enables technology to directly learn about humans by accessing their data source without human intervention. This is truly enabling the Internet of Me.)

*ref: Brand Quarterly, July 2015

Lucy, Internet of Things and The Big Digital Brain

What we learn from Lucy -

Our brain only uses 10% of its celebral capacity.

Should we have the power to fire up unused cells, we will become more capable.
That may not be possible today.

What is, however, possible is - connecting to other people's brains.

How?

The internet is a platform to connect people and things.
Everyday more things and people are getting connected (14.8 billion+ and counting).

Consider each person or thing like a brain cell.
When billions of things starting connecting, talking and learning with each other,
The more knowledgeable we become.

Access to this collective capacity of knowledge results in innovation.
Application of this collective knowledge can take us to the next evolution of mankind.

The earth is like one big brain
that is getting more and more connected every day
providing growing knowledge and opportunities for evolution.

Implications for brands, media and marketing

In the age of digital consumerism, brands need to understand consumers better and more than ever before. Brands today that have the most data on their target consumers have a competitive advantage. 

Besides publicly available consumer data on social media channels and company-owned transactional data, there are also some new technologies, being developed by Neuro-insight and Thync, that are making it possible for us to gain access to the consumer's brain. If brands having access to this data, the possibilities of exceeding consumer's expectations will become limitless.

Is the future of marketing in the Internet of Things? What do you think?

Forget Digital.. Future of Media is in the "Internet of Things"

The foundation of the new digital economy is built on the changed behaviors and attitudes of people who increasingly rely on digital technologies - primarily enabled by the internet. But the Internet is continuing to evolve. Initially it was the static Web, and now it is social, mobile, cloud computing and wireless networks. However beyond the technology (open, simple and distributed), the Internet's culture of collaborative innovation keeps having a transformative impact on companies, communities and institutions.

In 2008, the number of devices connected to the Internet exceeded the number of people on Earth. And these devices are not just smartphones and tablets. They are everything around us - from smart televisions to interactive coke machines, from motivated running shoes to the interconnected cows, bananas and more.

While social networks (network of connected people) is reaching saturation, the 'internet of things' (network of connected things, as well as things and people) is gaining traction. By 2020, there will be 50 billion things connected to the internet! Every person, animal, and thing could be connected.

Give Brands nothing, but take from them EVERY THING!

Battle: The Great War of Digital Consumerism
Strategy: Use Digital to connect, engage, and destroy brands, one interaction at a time!
Weaponry: Digital media or media enabled by the converging forces of social, mobile, cloud and internet of things
Incumbent: Brand
Challenger: Consumer

Who will win this war - consumers or brands?

Consumers push Brands forward...
If today brands are feeling that customers change loyalties at the flip of a coin, they have absolutely no idea about the Great War that is only beginning to take shape. This War will be started by the Digital Consumer and will inspire the entire consumer base to rise and win the war of consumerism if brands don't act now!