Influence: It’s in Your Genes How to own your genetic equity

#DNAsxsw

Jack Newton http://www.flickr.com/photos/jdn/5544977049/

Paul Saarinen���Yamamoto, Director of Digital Strategy���

Partner, Zingstring.com���

���

Scott Fahrenkrug, PH.DUniversity of Minnesota,

Director of the Animal Biotechnology Center Founder, Recombinetics

All your data are belongs to us

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.  

Facebook relationship prediction

Mark Zuckerberg has said they can determine within a 33% accuracy when you’ll break up

and who you’ll start dating

Credit databases

Can predict with a 98% accuracy up to two years ahead of time if you’ll get a divorce

Foursquare

Wants to predict where you’ll go next

FOURSQUARE

Want to predict where you’ll go next based upon historical check-in’s and friends

activities

Measuring influence by connecting multiple

sources

You  are  your  DNA  

genotype  (G)  +  environment  (E)  +  genotype  &  environment  interac:ons  (GE)  →  phenotype  (P)  

genotype  (G)  +  environment  (E)  →  phenotype  (P)  

• 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  

Behavior  Has  a  Very  Significant  Gene:c  Component    

Genotyping

•  Health  results  for  Annemarie  

Disease risk and ancestry

Each  of  us  is  a  walking  clinical  trial  

• Gene2cs  • Physique  • Lifestyle  • Consump2on  • Loca2on  • Rela2onships  

Phenome  

Clear marketing opportunities

Sequencing  costs  plumme:ng  

Oxford  Nanopore–  MinION      

LIFE  Technology  –  Ion  Proton  

$1,000  genome  is  just  the  start  

Environmental  DNA  Sampling  

Henrietta Lacks (HeLa cells)

Multiple data layers already mined

Genetics

Physique Lifestyle

Consumption

Location

Relationships

Scott Davies http://www.flickr.com/photos/scottdavies/4641542362

I like this beer because... Garin Fons http://www.flickr.com/photos/mrgarin/3382527848/

Genetic target marketing Phil Dragash http://www.flickr.com/photos/philman/2741811882/

Tim Murtaugh http://www.flickr.com/photos/_tim/513637637/

The data

6 billion base pairs = 6 gigabytes per DNA sequence

In the U.S. = 1,800 petabytes or roughly two exabytes

Robert Gaal http://www.flickr.com/photos/blueace/312036915/

High volume data analysis

Privacy controls

The risks

Solutions

•  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?  

 

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  

Your  Genome  &  Phenome  Belong  to  You  

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?  

   

Is  this  the  Future?