In Foods
Kom Big Data i Maden - Add a spoonful of Big Data Agrofood Park – May 28, 2015 Anders Quitzau, IBM Watson Advocate, Ole Møller Madsen, Big Data specialist, © 2015 International Business Machines Corporation
2 © 2015 International Business Machines Corporation
Key takeaways
! Big data is the ‘new’ ingredient in agribusiness ! Big data is not just for big companies ! DRIP: Data Rich Insights Poor ! Cognitive will help us innovate in the food sector ! The big data & AI train is moving fast – don’t miss it
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“Data is the new Oil. Data is just like crude. It’s valuable,
but if unrefined it cannot really be used.” – Clive Humby
Big Data: The new natural resource
4 © 2015 International Business Machines Corporation
Creation of data drives demand for insights through analytics . . . Every day, we create 2.5 quintillion bytes of data - so much that 90% of the data in the world today has been created in the last 2 years
2010 2020
Sensors & Devices
Text
Enterprise Data
Images/ Multimedia
44 Zettabytes
Gap
Traditional
You are here
8 © 2015 International Business Machines Corporation
�The Internet of Things allows businesses and public-sector organizations to manage assets, optimize performance, and create new business models.�
- McKinsey Global Institute
�The IoT is innately analytical and integrated.� - IDC
�The Internet of Things is the network of physical objects that contains embedded technology to communicate and sense or interact with the objects' internal state or the external environment.�
- Gartner
400% Google search traffic on �Internet of things� quadrupled in 20141
75% of companies are exploring or using IoT in the business in some respects (internally/externally)2
62% of C-suite executives believe that companies slow to integrate IoT will fall behind the competition2
IoT will change how farmers, business and governments
operates
Internet of Things is here today….
9 © 2015 International Business Machines Corporation
Data at Scale Data in Many Forms Data in Motion Data Uncertainty
Volume Variety Velocity Veracity
Big Data is All Data
10 © 2015 International Business Machines Corporation
New Architecture to Leverage All Data and Analytics
Data$in$Mo)on$
Data$at$Rest$
Data$in$Many$Forms$
Information Ingestion and Operational Information
Decision Management
BI and Predictive Analytics
Navigation and Discovery
Intelligence Analysis
Landing Area, Analytics Zone and Archive ! Raw Data ! Structured Data ! Text Analytics ! Data Mining ! Entity Analytics ! Machine Learning
Real-time Analytics
! Video/Audio ! Network/Sensor ! Entity Analytics ! Predictive Exploration,
Integrated Warehouse, and Mart Zones
! Discovery ! Deep Reflection ! Operational ! Predictive
! Stream Processing ! Data Integration ! Master Data
Streams
Information Governance, Security and Business Continuity
11 © 2015 International Business Machines Corporation
Analytics Breadth to Enable Decisions
How can everyone be more right… ….more often?
Descriptive
Prescriptive
Predictive
Cognitive
What has happened?
What could happen?
How can we achieve the best outcome?
Tell me the best course of action?
Big Data & Analytics
How is data managed and stored?
Business Value
Information Layer
Farm-to-table tracking - technologies and cases – 28. September 2010 Boy Steiner | September, 2011
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© Copyright IBM Corporation 2009
IBM Institute for Business Value
Farm-to-table tracking - technologies and cases – 28. September 2010 Boy Steiner | September, 2011
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Around the globe consumers are already connecting online and sharing unfiltered opinions of products and brands
Source: IBM Institute for Business Value analysis, www.facebook.com; www.couponsinc.com; �Eater, Meet Your Farmer and Say Hello�, 3/28/09, NY Times; �On Web and iPhone, a Tool to Aid Careful Shopping�, 06/15/09, NY Times
6.6 million unfiltered product reviews… �go to� site for young Japanese women
Health, environment and social impact information on 75,000 products
Input the lot code… locate the family farms that grew the grain to create your flour.
4+ million fans of…
100,000+ visitors each month… growing 20%
Provides detailed product ingredient information and building online network of ingredient �detectives� to create transparency
30,764 fans of…
18 © 2015 International Business Machines Corporation
A variety of technologies are being applied to capture relevant data as ingredients, packaging and products move through the supply chain
Spinach and Produce • Dole using RFID tags to
track spinach down to a particular part of a field… not just a farm
• Western Growers using GPS to track produce as it moves through the supply chain
Eggs • A&P, in conjunction with
EggFusion, applying barcodes to individual eggs
• Each egg is marked with tamperproof freshness and traceability code
Fruits & Vegetables • Durand-Wayland label
system applies indelible laser tattoo to individual fruits or vegetables
• Replacing labor intensive PLU labels
Sturgeon • Italian aquaculture firm
Agroittica Lombarda implanting microchips into sturgeon
• Chip contains genetic, movement and dietary information
Com
pute
r Int
ellig
ence
Tabulating Systems
Era
Cognitive Systems
Era
Programmable Systems
Era
2015 1900 – 1970 1950 - today
IBM Watson today
Watson Engagement Advisor Watson Discovery Advisor Watson Policy Advisor Watson Decision Advisor
Offerings:
Watson for Wealth Management Watson for Oncology Chef Watson
Applications:
Watson Explorer Watson Analytics Watson Curator
Products
Watson Zone on Bluemix Watson Developer Cloud Watson Tooling
Platform & Ecosystem:
Breaker slide title goes here
© 2014 International Business Machines Corporation 24
The Story: South by Southwest
PEER$PRODUCED$INSPIRATION$SET$
COGNITIVE$COOKING$SYSTEM$
NOVEL$CUSTOMIZED$RECIPE$
FOOD$KNOWLEDGE$DATABASE$
Cognitive Cooking
DYNAMIC$PLANNER$
COMBINATORIAL$DESIGNER$
COGNITIVE$ASSESSOR$DISH$LEARNER$
Food Knowledge Database
Recipe Recipe Step
Recipe Step Input
Recipe Step Output
Recipe Step Property
Ingredient Flavor Compound
Nutrition Fact Cuisine
Dish
Ingredient Pairing Ingredient Type
Odor Descriptor
Odor Pleasantness
recipes.wikia.com / Bon Appetit
wikipedia
USDA nutrient DB
VCF, Atlas of Odor Character Profiles, research papers
Derived from above sources
Recipe Recipe Step
Recipe Step Input
Recipe Step Output
Recipe Step Property
Ingredient Flavor Compound
Nutrition Fact Cuisine
Dish
Ingredient Pairing Ingredient Type
Odor Descriptor
Odor Pleasantness
Recipe Recipe Step
Recipe Step Input
Recipe Step Output
Recipe Step Property
Ingredient Flavor Compound
Nutrition Fact Cuisine
Dish
Ingredient Pairing Ingredient Type
Odor Descriptor
Odor Pleasantness
....were able to assess product prospects and make decisions with increased confidence and underlying evidence, in a quicker and more accurate way than today?
Global leader in Product Innovation
And fastest rowing in mature and new markets
Quicker and more accurate
asessments
New Products and applications
Improved understanding
New answers and connections
…. were able to identify millions of undiscovered, well-tasting combinations of flavours and underlying ingredients and food chemistry
..... Product developers would have an advisor which has cognitive intelligence as well as predictive and data volume processing capabilities enabling identification and understanding of internal and external research data sources beyond what PDs today are capable of?
... Researchers would have an advisor that comes up with answers and connections that none of
today’s researchers knows or can make (due to the sheer lack of capability to access and process the
enormous amounts of relevant data)?
“Show me the most promising customer
segments for nutritional sour milk products in South
Americas?”
“What are the FDA regulation for
substance XYZ in UHT-milk baby products in
Kenya? ”
“Who is the research and food culture
expert New Guinea?”
What$if….
IBM Confidential 33
.$
Potential Applications for (Chef) Watson
• Follow dietary constraints • Reducing food waste • Retail stores can repurpose unsold products and provide recipes with
their products. • Food manufacturers can accelerate product development. • Discovery / virtual testing of novel ingredients and recipes • Caterers can make better use of their supplies and change their menus
more often. • Other domains: perfumes, business processes, materials, design…
• Your ideas for Chef Watson?
Take aways
• Big data is the ‘new’ ingredient in agribusiness
• Big data is not just for big companies • DRIP: Data Rich Insights Poor • Cognitive will help us innovate in the food
sector • The big data & AI train is moving fast –
don’t miss it