Good morning. Welcome to our ISCC PEG nursing genomics expert commentary Q&A session. Our project group has convened a set of experts to answer frequently asked questions for nurses at three levels of practice, entry level nurses, advanced practice nurses who are nurse educators, and advanced practice nurses who are nurse practitioners. First, we'll watch a short video together and then reconvene for a live Q&A session. Please enjoy. The ISCC PEG nursing genomics project group has convened a group of experts to create a set of frequently asked questions for nurses at three levels of practice, entry level nurses, advanced practice nurses who are nurse practitioners, and advanced practice nurses who are nurse educators. The following video will expand upon six of those answers, two from each FAQ in the series. We hope that you enjoy learning more about these areas of nursing genomics. Please share your thoughts in the comments thread of this video. Entry level nurses. Why is genomics important for nurses and in which practice settings can it be used? This is a great question because genomics is just so very important for nurses for many reasons. Genomics is a rapidly developing science and we're already seeing improvements from the use of genomics in various sectors, including our health, environment, and the economy. In healthcare, we see genomic knowledge from bench science being translated into direct clinical care with improvements in the screening, diagnosis, treatment, and prevention of disease. Improvements in health related to the incorporation of genomics can be seen at individual, family, community, and population levels. The integration of genomics into healthcare has led to the development of a new approach to care called precision healthcare. Precision healthcare combines a person's unique genomic information with other relevant biological, social, environmental, and behavioral determinants of health to develop a care plan tailored to the individual. Genomics can sometimes seem like it is outside the scope of practice for nurses. However, with this shift to precision healthcare approach in clinical care, nurses should consider genomics to be fundamental to nursing. Nurses should be reassured that not only is genomics not outside their scope of practice, but that precision healthcare is very similar to the personalized care approach historically taken by nurses. Precision healthcare combines the holistic approach to care embedded in personalized care with an individual's unique genomic information. The vital aspects of precision healthcare that are already foundational to the personalized care nurses provide include advocacy, equity, access, ethics, patient autonomy, patient education, and family relationships. Nurses can take small steps to learn about how genomics can be integrated into their current practice. Another example is by learning what genomic factors to ask about and be aware of when obtaining a family history. A family history that includes this information is commonly referred to as the most cost effective genetic tests and can be crucial to appropriate and timely diagnosis and risk assessment. It is vital that nurses integrate genomics into their nursing practice and increase their capacity to provide precision healthcare because nurses are the largest group of healthcare of the healthcare workforce and spend the most time with patients and their families. No other group can make as big an impact on the accessibility quality and effectiveness of precision healthcare. Nurses are key members of the healthcare team and need to have foundational genomics knowledge to help with the team approach to precision healthcare. Additionally, nurses can and should be leaders in precision healthcare. Parallels between personalized nursing care and precision healthcare make this an area with many opportunities for leadership from nurses. This voice is critical to ensuring a holistic person and family centered approach to the implementation delivery and evaluation of precision healthcare. I'm so excited for the future of nursing as more and more nurses integrate genomics into their practice. In terms of which nursing practice settings genomics can be used in to reference an Oscar winning movie genomics can be used in every nursing role, every setting, all at once. To learn about how health outcomes are influenced by genomic variations as well as interactions between the genome and the environment. We are seeing applications of genomics that are relevant across the lifespan and in all practice settings. Nurses need to be prepared to integrate genomics into the nursing process, including gathering important information about the patients environment. And nurses in all practice settings need to be prepared to provide patient education and be patient advocates in this new precision healthcare era. Nurse Practitioners. What is the role of a nurse practitioner as it relates to genetics and genomics? Nurse practitioners are critical to providing genomics informed care to individuals, families and communities. As advanced practice providers, how nurse practitioners integrate genetics and genomics into their role builds on what registered nurses do. The nurse practitioners scope of practice related to genetics and genomics includes assessing, diagnosing and creating care plans based on precision health principles, ordering genetic tests and providing pre and post test counseling, providing individual and family risk information and following risk based screening guidelines. Genetics and genomics informed care also includes taking and continually updating a comprehensive family history to identify those at increased risk and ensure they receive appropriate care. Based on the information they collect, nurse practitioners can provide genetic counseling to educate individuals and families, refer them to genetic counselors, if necessary, and implement tailored screening approaches for those at increased risk. Nurse practitioners are key members of the health care team and are critical to implementing precision health care for all. They should work with their colleagues to incorporate genetics and genomics into clinical care. These colleagues include other health care professionals who may be able to provide genomics related information and guidance. Although some nurse practitioners in practice may have received limited content on genomics during their graduate education. There are widely available resources to support lifelong learning, including local genomics experts, continuing education courses and webinars. Nurse practitioners should use these resources to support integration of genomics into their practice. Because of their involvement in every aspect of patient care, nurse practitioners play an extremely important role in implementing genomics informed precision health care for all. How can nurse practitioners be prepared to respond when patients share DTC results? Consumers who have undergone some type of direct-to-consumer genetic test or DTC testing is expected to surpass 100 million very soon. DTC genetic tests are readily available, often marketed as gifts for family or friends, and can be purchased quickly online. Patients bringing DTC genetic test results to primary care providers, such as nurse practitioners, has and will become more frequent. Nurse practitioners should be aware of what these results mean, where to go for assistance, and recommendations for next steps. Patients trust their health care team and are counting on you for the most sound and educated advice. In these cases, it's up to you to remain knowledgeable about how to interpret these results, as well as keeping an updated list of genetic specialists who may be able to help you. There are nurse practitioners with clinical genomics nurse credentials, or those who may be working in a genetics clinic. Additionally, there are physicians who work as clinical geneticists, as well as genetic counselors to name a few. While DTC genetic tests can provide details about ancestry, traits, and some health risks, they do not test for all known variants that can be disease-causing. This means they should not be used to rule out or screen for a particular condition. Even if the DTC genetic test results show an abnormality that may be clinical actionable, these results typically need to be confirmed with a clinical genetic test. While DTC tests look at some genomic information, clinical genetic tests are more comprehensive and are based upon current genomic information known for a certain disorder. Due to this, DTC genetic test results should not be used for clinical decision-making. It is important to communicate with patients about the risks of a false sense of security if the results in fact come back normal. As mentioned, all known variants are typically not tested, which means that the patient may still be at risk and patients should really understand this. For instance, if a DTC genetic test result identifies a single gene high-risk variant, such as those we see with the BRCA gene variants for breast cancer, clinical genetic testing should be initiated and or referral or further discussion with a genetic specialist should occur. In the meantime, it's your duty as a nurse practitioner to maintain and update a thorough family history. And then depending on the results of the clinical test, patients, family members, and close relatives should be educated about their risk and offered any screenings, treatments, or other interventions as indicated. For patients with a low risk variant or one considered to be multifactorial involving genetics plus the environment, such as with type 2 diabetes, providers should be prepared to explain that this may indicate increased risk for condition, but does not mean that they have or will even get the condition. Patient education in this case should focus on lifestyle management as well as ongoing screenings. However, DTC genetic testing has been approved for a few variants for medication management via pharmacogenomics. Tests that are FDA approved do not need to be confirmed with a clinical genetic test. Currently there are just a few medications for which this is approved. However, one caveat here again is that patients may not be tested for all known genetic information and may only get results for a handful of the variants that are known. For drug metabolism specifically, you always want to remember your chemist, also known as your pharmacist, as someone to seek professional guidance from as well. With the increase in DTC genetic test access as well as the increased use interpretation of these results will fall on nurse practitioners or other healthcare providers who are trusted to provide the most sound advice. In order to do this, nurse practitioners are expected to remain knowledgeable and up to date just as they would with any other clinical practice update in order to provide the best evidence-paced care for every patient. Nurse educators. Where is Genomics included in the American Association of Colleges of Nursing, AACN Essentials? So you want to know where Genomics is included in the Essentials. The American Association of Colleges of Nursing, the AACN, released a new version of the Essentials document in 2021. And the Essentials document is intended to provide a framework for the preparation of nurses at four-year colleges with specific guidance about developing and revising nursing curricula at specific degree levels. A very important document for academic nurse educators. So to answer the question, where is Genomics included in the Essentials, it's everywhere in the Essentials. Each one of the 10 domains includes competencies and sub-competencies for which Genomics-informed nursing has relevant and concrete applications. Genomics is referred specifically several times in the document, but you won't always find the elements related to Genomics simply by clicking and entering a search on genetics or genomics. I'll give you just a couple of examples. So the first domain in the Essentials document talks about foundational knowledge that nurses need to practice. Sub-competency 1.2A states that entry-level nursing education should enable nurses to apply or employ knowledge from nursing science as well as natural physical and social sciences to build an understanding of human experience and nursing practice. Advanced practice nurses need to take this idea one step further and in sub-competency 1.2F it's noted that they should be able to synthesize this knowledge from nursing and other disciplines. Notice that in these two sub-competencies the word genomics or genetics does not appear. However, biology is one of the natural sciences and the study of genomics is essential for understanding the fundamental biological processes that make up human physiology, anatomy, including growth development and the maintenance of homeostasis. Domain 2 is another example. Domain 2 of the Essentials document focuses on person-centered care with applications to individuals and families. What gets more genomic than that? One of the sub-competencies in this domain discusses the importance of being able to apply individualized information, specifically genomic information for the delivery of personalized health care. Both entry-level and advanced practice nurses must understand that personalized or precision health care is taking into account individual risk levels, screening decisions and treatment plans. For example, if a woman has a lifetime risk for breast cancer that exceeds 20%, guidelines recommend that she receive annual screening MRI in addition to mammography. The Nursing Genomics Project workgroup from ISCCPEG has developed a frequently asked questions page and on that page we provide a table that maps a few important nursing learning objectives and activities that will help nurse educators teach students the application of genomics-informed nursing care. So final answer, nursing genomics is everywhere in the Essentials. Nurse Educators, how can genomic competency be assessed? It's my opportunity to provide some additional information on how we as nursing educators can assess genomic competencies. With the publication of the new Essentials by the American Association of Colleges on Nursing, our profession is moving towards a new model of competency-based education. Competencies are the knowledge, skills, attitudes and behaviors that contribute to a nurse's performance. Transitioning to this new model presents an ideal time to ensure nursing students have the foundational genomic competencies needed to enter the practice environment. In nursing education, we must also consider the novice to expert model developed by Dr. Patricia Benner. Assessment of genomic competency acquisition can also be viewed through the same five levels of proficiency, novice, advanced beginner, competent, proficient and expert. Teaching and assessment strategies for each of these stages can be scaffolded to help students gain skills and knowledge as they progress through each stage. Let me illustrate how we can map course objectives to the AACN Essentials domain of person-centered care while keeping in mind levels of proficiency as students demonstrate competency attainment. Gerald is a second-year nursing student who is taking his first clinical course health assessment. In this course, students must show competency by utilizing interviewing skills and assessment skills to elicit a comprehensive health history. At the novice level, Gerald was able to identify and gather essential components of a person's individual health history. Meanwhile, Sophia is in her fourth and final year of her undergraduate nursing program and enrolled in a leadership course where students must apply strategies for increased collaborative practices. At a competent level, Sophia was able to obtain a full patient and family health history and discern a relative hereditary risk. She was then able to advocate for genetic counseling for this family. Monique is a family nurse practitioner student about to graduate and take her licensure exam. Monique is enrolled in the Transitioning to Act Advanced Practice course. One course objective requires students to evaluate healthcare clinical process and practice problems and identify possible solutions. Monique works alongside her preceptor in a rural clinic located in parts of Appalachia. Most of their patients hesitate to obtain genetic testing when warranted. Monique demonstrates expert communication skills to gain trust and develop a variety of modalities to improve the genomic literacy of the patients that she serves. Whether your school of nursing has a concentrated genomic course or genetics and genomic information is threaded throughout the curriculum. These examples identify ways that genomic competency skills can be observed and assessed in the clinical setting. As you can see, competencies mature over time and become more sophisticated with ongoing practice. Within the classroom, we can also assess proficiency levels for baseline and advancing competency attainment through case studies, simulation activities, and even validated assessment tools. See other FAQs in this section for more details on resources and ideas on ways to map and assess genomic competencies within this new model. And I encourage you to explore all the FAQs that encompass rich information for practicing nurses just entering the field or have an advanced degree. Thank you for joining us, everyone. My name is Trina Walker. I'm assistant professor at Creighton University in Omaha, Nebraska. We welcome all of you and hope that you enjoyed our video. I believe in the chat the link to our newly developed FAQ has been added so we encourage you to go check that out. We do have roughly four to six questions for each practice level of nursing so we brushed on just a couple of them from each from each nursing level in this video, but the FAQ does expand on that. I'm now going to share with you real quickly. I survey that the American Nurses Association is requesting us to promote that is focused on genomics and precision health and nursing practice. So, there's a QR code here that you can see please go ahead and scan this with your phones. There's also a link in the chat as well if you prefer to use your link. And we would appreciate you to fill out this survey takes about 20 minutes. Obviously, your responses are voluntary and kept confidential, but this will really help us to develop new genetic genomic competencies for nurses in partnership with American Nurses Association. So I'll leave this up for just a few minutes. If anybody has any questions this is now our live Q&A session so we do have all of our expert commentators available here today. If you would like to ask a question, please just type your question into the Q&A box, and then we will get to that momentarily. I don't know if do we have any questions just yet. We do not have any questions just yet. Okay. So think of some things we would love to have some questions during this so we can help. Again, check out our FAQ the link is in the chat it has a lot of good information. There's one common one that I'm asked since I covered the DTC information the direct to consumer testing. My major area of focus is pharmacogenomics. And so I can kind of highlight that that there's just a few medications and when I say a few. There are three variants and eight genes that are FDA approved to be utilized as a clinical genomic test so the specific medications where this has been approved for is for clopidogrel or plavix cytolaparam or Selexa and so those are the three that are mainly FDA approved and then again, there is an FDA site to that I can output in the chat as well that shows specifically which genes and which variants have been utilized with the 23 and me precision. I think it's personal genome is what they do and that's the one that's been approved FDA approved through the government so there is that. And then in terms of general pharmacogenomics. I know that's something that I, you know, focus on again as I was saying, it's not utilized as much in practice as we would hope. I don't know any or many of you know about the CPIC guidelines. So the CPIC guidelines are actually clinical practice guidelines to help help with decision making in terms of dosages, different medications to start or stop based upon a patient's genetics. I think this is something that's going to be very up and coming in the future, and something that you know patients are going to be bringing results to nurse practitioners and primary care providers and asking what do I do with this and I think that it's, you know, our job to really be knowledgeable to say well this is what we need to do next. This is what I know about this this is what I don't know about this but I have these resources available to me so keeping that Rolodex as these DTC results and as genetic testing in general just becomes more readily available and more usable. I know insurance coverage is a kind of a big deal for a lot of genetic tests which I know is becoming a little bit better in the pharmacogenomics space it's getting a little bit better with mental health, a little bit in cardiac. And so it's definitely, you know something that's up and coming and I think very, very important for all healthcare providers, all the way from nurses and entry level nurse practitioners as well as our nurse educators who are going to be those ones that are going to be teaching the future nurses how to utilize this information why it's important to practice so application is key for sure. I think we've got some questions popping up here so give us just a minute. Okay, I think I think I'm taking the next question. This is Deborah Heinz. And the question was about what will you recommend for a nurse practitioner wanting to get involved in genomic research. And I would say there's a lot of pathways for that so I worked for about eight years as a women's health NP before I went back and did my PhD and with my PhD I did a focus in genomics and did a dissertation on the topic of communication among family members about risk and risk perception and I had to do a lot of coursework to come to understand methodology for research. I also had to do a lot of coursework about just the foundations of genetics and genomics because that wasn't really covered in my program. And so, and so. Yeah, there was there was knowledge but now I work at a university and I have master's level students who come and need to do a thesis. And so they'll work with me on my research so the question of, if you're an NP and you want to get involved in research, there's a lot of avenues, maybe you go on and get a PhD in research and and lead the research, but maybe you join a research team. And I know people in the field who worked as MPs, but do everything from bench and finding new genes to things that are more about communication and risk, risk assessment. Some of the, some of the things that we really need I think nurse practitioners to help with is is the management element of how do you manage somebody with a genetic disease and and interdisciplinary coordination so a lot of ways. If I follow up question I don't know if I was going where your answer. You wanted the answer to go, but I know that Becky Cronk has a question next so I'm going to mute myself and I'll watch for follow up. Hi, there was a question about additional resources. I answered that with a website but if you go to genome.gov slash health for healthcare professionals. You can see that there are educational resources there. There's some information also about ISCC peg, and also family health history for healthcare professionals and I can share my screen to show you that. I think you can see that now. There's some educational resources here and again about ISCC peg and some additional on there's also resources on this website, you know for patients and families, and then overall genomics and medicine so I hope that answers that question there. I had a question asked that was about any professional organizations for nurses interested in genomics so I will touch on a few key ones. There are many out there, especially if you're looking at a specific specialization so in cancer for instance there is a nursing cancer association that is specific to nursing. I know there's cardiology specific organizations as well that are for nurses they have NPs and PAs they think also have specifics for cardiology so you can kind of peruse some of those some of the main ones for nursing would be ISOM. So it's the International Society of Nurses and Genetics, and I know their website is isong.org. So you can go in and kind of peruse that they have a lot of different subcommittees and they have a professional practice committee. They have Education Committee, a research committee, and a lot of other different ways to get involved. I will tell you that's where I became involved in nurse genomics specifically and found this wonderful group of people so. And a lot of us are also involved with ISOM so I'd say that's a very good place to start. They do have a World Congress every fall, typically in November. This year will be November 3rd through the 5th in Providence, Rhode Island. So, go check that out that is one really great organization and everybody is very welcoming and can kind of help guide you with any interests you may have. So, I'm basically ISCC Peg here with the nurse genomics group. I am the chair and Anne Ursic who is also on here is the co-chair. Donna Messersmith is the chair of the ISCC Peg conglomerate. So please don't hesitate to reach out to any of us you know if you'd be interested in joining the nurse genomics project group through ISCC Peg we would love to have you. We're a very active group. So, boots on the ground running, you know, if you come our way but we'd be welcome to have you as well. And another one that's more practice driven and again an international one would be G2NA and that's the global nursing alliance. So you can kind of check that out they do have quarterly webinars and majority of those are, you know, from international groups and so it's very interesting to see how different countries are doing nursing genomics. Obviously our scope of practice is a little bit different in the US here as it is in other countries and so it does, you know, help to spark some ideas and things like that. So G2NA is also another, you know, group, again to check out. As I mentioned, there's several other ones that are specific to a specialization. And so if you have any questions about those I can help to guide through. We can go on and on and on about all the different organizations that are there. I hope that this was helpful to you and help to give you some guidance in terms of where to go to to become more involved in the nurse genomics professional organization sector. Thank you. I think there was a question about advocacy and maybe oh sorry and did you want to I was just going to say there's a question about advocacy and so we're working on mustering our resources for that specific one it would actually help to know for the person who posted that are you interested specifically in advocacy for genetics and genomics and nursing related to say legislation or things like that it would just help to have a little bit more detail so we can know where to direct you in terms of resources and information. And then there is another, I will post this in the chat some additional information shared on a group that is specific to inherited gastro and technical cancer so if there are any other participants who have an interest in that topic. You can take a look at this particular group and I want to thank I think it's charity rigor for providing that information in our Q&A. So as far as just until we hear any more information, you know one thing about the ANA is they have a very strong ethics component to the ANA and there is some statements some organizational statements on genetics and personalized medicine there I think that's a good place to start when you're thinking about advocacy and the ethical component of genetics and genomics. And I'll chime in a little bit. I think we've mentioned ISONG, the International Society of Nurses and Genetics, and they have a policy work group. I belong to their education work group, and we have actually, oh okay we got a clarification the question related to advocacy is targeted to national legislative advocacy, as well as ANA positions or other policy work. So yeah I'll continue on with this just a little bit. So I belong to the education group, and we have been working to broaden the scope and standards of practice for genetics and genomics nursing to include academic nurse educators who specialize in teaching genomics we've recognized a need for very well prepared nurse to do that. And so the ANA has a document that we've relied heavily on it's called Recognition of a Nursing Specialty, and they have subsections about, oh good okay we're on the right track with this one. They have a subsection of what it takes to be approved as a specialty area of nursing. And if you go through that document it talks about developing competencies and standards. And so we're undertaking a Delphi research study right now to develop competencies for academic nurse educators. And let's see the other thing I'll say is when you're looking at scope and standards related to genetics and genomics. There's two documents currently that you want to look at. There are more in process and I know even some people participating are working on those works in process. But one of them is the essentials document that was developed and published by both the ANA and also I song that is the essentials of genetic and genomic competencies for everyone. And then there's this document I'm going to hold it up. This one is the scope and standards of practice for genetics and genomic nurses. So this is specialty. And the other one is all nurses, all levels. And so what I was talking about that we're working on is adding in academic nurse educators as an element of the specialty, an advanced practice specialty for genomics nurses. So, anyone want to add anything on that I know I know Sarah do will hop down also. No, I, I added a resource it's a article that came out in 2019 how American nurses Association Code of Ethics informs genetic and genomic nursing cell. I referenced that in the question and answer section. I do just want to highlight again the potential for joining our group we are a very collaborative group and we are actually thinking about developing further FAQs and so if you would like to get involved in this kind of work on behalf of genomics education for nurses. We would love to have you join our group. I'm going to say, Trina and I lead the group Trina really leads the group I just sort of helpful help out with some other things along the line. And we really do aim to actually get things done we're not just sitting around talking about genomics as much as we could do that all day because we love this stuff. So, please do reach out to us. I put my my email and Trina's email in a response to one of the questions in the Q&A but I don't think you can see that so I will put that in the chat for all of you as well. And then please do I will post the link to our FAQ as well because we'd love to have your engagement on that. So just say while I'm talking and then I'll stop. If anyone has questions that come up after this, like if you think about something and it pops up in your brain. The video will be posted and you will be able to post comments or questions on the video once it is on the genome back of website so please do And so I will share our emails and the link to our FAQ as well again so thank you and we love forgetting all the questions so please do keep that up. And just to reiterate what Anne was saying too if you do have a question that pops up and don't know where to find the video on genome TV. As she said she's giving, she's posting our emails so please don't hesitate to reach out to us as well we would definitely be more than willing to answer via email to support as well. However, if you're thinking the question, it is nice to have it in the comments box because I'm sure there's a lot of others who also have the same question so that's our way to kind of share with the whole nursing community so if you would be willing to do have a question later please don't hesitate to locate that video. Additionally, as Anne said, since we may be expanding on FAQs and having additional series of FAQs. If there are any questions that you would like to see answered on an FAQ, please let us know that as well, because we're always looking at what things we can do better to answer so that you can continue to move forth and either practicing genomics in your practice utilizing genomics in your practice or educating about it to your nursing students so please let us know how we can help you. We had another participant put another resource in the Q&A that maybe we can shuffle over to the chat. The City of Hope. Yep I've posted that so thank you again charity for sharing that you all are this is again why we love this stuff it's kind of crowdsourced information everyone has expertise that they can share. This is all teasers right if you go to the FAQs we do have a long list of resources there with links that are easy to access so that will get you to the all of our FAQs. Yes, and if we're talking of courses to again we do have many courses and learning series and things located within the FAQ. One from our very own Becky Cronk through Duquesne University so please go check that out as a wonderful genetic genetics course I think that most of us on this call have taken it and it's absolutely fantastic so again please check out the FAQ I think there's also another NHGRI funded course called Tiger, a little bit different obviously than the one offered through Duquesne, but both very good programs so please go check those out and become involved because they are wonderful. Give people just some more time to kind of type we like the conversation so if there's anything you're like, oh maybe I shouldn't ask this maybe I should just ask it because we love this stuff so we're here for you today. And I just posted both of those course links on there and IH funded and and you can look those up. Great. Thank you Becky. We're getting the link here for the video that we watched at the first part of this session that will be placed on genome TV and so we'll have the link for that if you want to share it with anybody. Watch it again, again place comments anything like that so we'll have. We will have that link here momentarily I believe. We'll as we kind of have some filler time here. I'm going to share this survey QR code and link one more time. For those that may not have seen it the first time or didn't have time to get to it if you were busily typing in questions so let me share this really quick as well. And again that's just a partnership through the American Nurses Association just really wanting to find out. Knowledge and perceptions of genomics as it relates to nursing care so that's going to help us develop new and improved genetic and genomic nursing competencies that will match with the new essentials through ACN so we appreciate your input and assistance with this. I think Sarah was going to share a little bit more about G2NA which is the international organization Sarah do you want to hop on and do that. Yes, I can run. I can't see myself so I don't know with. Oh, there I am. Good morning everyone. I'm Sarah dual and I'm actually an assistant professor in Canada in the School of Nursing, and I am a member of ICC peg and I saw and as well on the student committee for the global genomics nursing and so I want to talk about G2NA a little bit and G2NA is an international organization like ISOM and we have we're we have quarterly webinars I think Trina talked about that and they are recorded and on the G2NA website as well. If people are interested in seeing previous webinars that we've held and we're really focused on that genomics for every nurse aspect of this picture. So we're working right now on developing global minimum competencies for nurses in genetics and genomics so working with you know the International Council of nurses and nurses across the world on what is a feasible foundation for competencies for nurses that every nurse can integrate into their practice regarding genomics. So, you can sign up G2NA.org, you can sign up and you'll receive information about our webinars, there's no cost to that. And you'll receive, you know, lots of other information about all of the interesting things happening with genetics and genomics. Yeah. And so if there's any questions about that I'm happy to answer but that's just a little overview of that group as well that some that's another fantastic resource. Thank you. I'm going to spend a lot of things placed into the chat you guys might be a little bit overwhelmed right now. We put the G2NA website in there and iSongs website in there. Again there's those courses that are NHGRI funded courses. I know there was the City of Hope put in there, obviously our FAQ please go check that out. Also the link for our, the video that was shown at the beginning of this session has also been placed into the chat. So that will be on Genome TV, hopefully for a really long time so please share the link to that use it and reach out to us with any questions or put any comments in the comment box. Again we are seeking, you know, motivated members that can help us develop more FAQs more projects around genetic genomics, as well as you know if you have any ideas for a question that you want answered on an FAQ. Please let us know that in the comments box. Again, as I said if you have the same question and a lot of other people probably do so as well so if you put it in the comments box and everybody can see the response and the answer, and the expansion of that so it would be very helpful to be very active there. And then, yeah, do we have any other questions or popping in. Well we do actually have an international participant who just posted that they work in genomics in the UK, and they are still creating competencies to help nurses feel confident in offering genetic testing for patients. The UK is probably right around where we are in terms of integrating this into practice. And I believe this was posted by Mandy so Mandy if you want to share the link to our video where it will be posted after the fact we would love for you to do that and to spread the word in the UK. And yeah, we, we look forward to engaging with all of you we really do appreciate all of the expertise that different nurses can bring to this discussion and every single meeting every single time we get together to chat. We learn something more from from our colleagues and from people who are even new to our group so thank you everyone has something to contribute in this area. And your stories helps us know what questions might come up that we can also help answer for you. And Donna noted that the ISCC peg homepage, which is genome.gov. Oh, Trina just put that in there to everyone includes membership applications and so if people are interested in being part of ISCC peg, then they can get directed towards the nursing genomics project group that Ann and Trina so fearlessly lead us in. And it's wonderful it's a really good working group so I'd encourage people to join and be a part of that I really enjoyed it. Thank you Deb. Yes I put the link in there so go check it out. And let us know if you're interested in being a working volunteer, as I like to say. There's no rest in this group, but we do amazing things as do you know everybody in this in this entire group has been very fantastic and we kind of work together I think on several different projects and other different areas so it's been a nice collaboration. And one of the fun things about the group, honestly, so we have our nurses working group, but then there's all these other health care professions there's the pharmacists there's medical doctors there's there's people who focus on rare disease and on cancer and they all have their different work groups. So they're working, you know, separately through the months and then we come together and we get to hear what everyone's doing and then people get to support one another. So it's, it's fun to hear and see what the other educators of health professions are are struggling with are doing to rise to meet the challenges to educate the next generation of health care professionals that will be able to take us into the era of precision medicine it's it's really, it's really fun so I guess this almost goes back to the like how do you have influence and make change be parts of groups like this you know. Okay, Mandy's got something there too about. Nice to know we're in the same boat about integrating genomics and helping educate nurses to make this a normal part of nursing because it definitely is right nursing is built on life sciences that's what genomics is so and helping educate nurses. Oh, and just took it away from me. Sorry, but you had said something that she's my apologies. Yeah, my apologies Trina so it. The importance of testing for patient outcomes, especially for things like Lynch syndrome. And I know that there are also recommendations coming out very very recently for familial hypercholesterolemia and the RCA there have been some very recent publications in. I don't want to say it's jam up and I'm not entirely positive so yes, this is absolutely fundamental fundamental to nursing practice and again my apologies, Trina. No, no worries. I know I had met and Sarah you probably know. There was a participant at I song last year that maybe Mandy works with because I know she's talks about the Lynch syndrome and educating nurses Joe. Yeah, Joe swimming, swimming, I can remember her last name. Yeah, I don't know. Yeah, Joe is just finishing up her PhD and she is, she's working with Emma Tonkin was also someone that sent a lot of work in the UK with genomics and nursing was part of kind of the development of those original studies for nurses in the UK and genomics. Yeah, I'm, there's always so much going on in both us and the UK in terms of genomics it's fantastic. And I know there's a lot through, you know the genomics education England I think it is. So there's always lots of information coming out of there to as well as courses and some of that information is available for people that are not in the National Health Service as well so like me and others. So that's another good spot for some resources I know they have some neat kind of images that I've used in PowerPoint that kind of thing to that are nice little bite size pieces of information. So kind of coming down on our time here keep the questions coming in we'll still be here for a few minutes, but just to kind of reiterate the ISCC pig website is in the chat so if you want to look at membership with that it's free there's not too many of those around right. And we can definitely you can get connected with the nursing genomics group. Otherwise, like, like Deb said there's several other project groups as a pharmacogenomics group cardiac group, rare disease many other ones that if that's your specific area of interest by all means, you can join multiple groups to so check that out. We would love to have you. We talked about I song we put the link in there as well as G2 and a so go check out those organizations a very good place, especially if you're starting you don't really know where to go but you have some interest. It'll help you develop kind of where your area of interest really is. I know I think all of our emails are probably in the chat at some point there so we definitely you know welcome any feedback or if you have any specific need any specific information please let us know. Again the video that was shown at the beginning of this broadcast will be placed on genome TV and that link is also in the chat. You might just need to copy and paste the entire chat into a Word document right now. But anyway, again, please put comments on there because as I keep saying, if you have the question probably a lot of other people do too and so then that way we can answer that and everybody gets to see the answer. So if you have any recommendations for a question for a next series for our FAQs. So if there's something that you just really want to know more about, we would love to answer it for you. Again we really enjoy having you guys here today and hope you got something out of this. I don't know is there any other housekeeping things that we need to talk about. Just expressing our sincere thanks for your engagement and your participation. And hopefully we shared some information that's helpful to all of you. I think this video was also helpful and please do check out the full FAQ because these were just six questions from that FAQ there is a lot of information on that page including links to resources and other things that you can access to your access for your own work, whether it's an education in, you know as a nurse practitioner, or as an entry level nurse there's a role for all of us in genomics and nursing. And I just put the link in the chat again. So for that, thank you. Thank you. Thank you so much for participating in healthcare professionals genomics education week there's a lot of events. And so enjoy the other talks. Absolutely. I think about ICC peg in general with all of the project groups they're all volunteer, you know this is all people doing this out of the grace of their heart but just because we're so passionate about this topic and about improving healthcare and really individualizing health for everybody. It's just a passion that we all share so it's a great group a very motivated group. ICC peg in general not just the specific project group so do enjoy the rest promote all of your colleagues and genomics so yay. You can make good friends, good colleagues you're right. Thanks for attending everyone. Thank you everyone. Thank you.


Okay, thank you So it's a pleasure to be moderating this expert panel today on Data-driven marketing. I'll just take a minute to set context and then we can you know jump into all the rich Experiences they'll share with us on this. So brands today Compete on experiences, right? You can buy technology. You can get skills But how are you able to create those relevant meaningful personalized experiences? Keep them meaningful through the customer journey keep customers engaged with you through their lifespan these are challenges that marketers are struggling with today and Apart from that they also struggle with some very real and practical challenges like you know, it's a complex omni channel world There are many more channels to market on today than there were say ten years ago Omni channel your attribution is a huge problem understanding where the success is coming from Engaging buyers through their life journey is a huge challenge Choosing and deploying and making the most of all the tools and technology 7,000 plus tools and technologies is a huge challenge, but I think most of all The biggest challenge for marketers today is proving the ROI of the marketing that they're doing right and delivering these sort of Engaging experiences The key to it or one of the keys to it is really data So today we have this great panel here today to help us break down What really is data-driven marketing and where has it come from? You know, how did it sort of did it sneak up on us or has it been in the making for the last many years? So I'm gonna first You know invite all the panelists and we have a rich selection here We have the Pali who is a practitioner as well as from a technology company. We have Neeraj, we have Santosh who's from an agency a performance marketing agency and Neeraj and Uday who are from technology companies who are enabling technology companies To hear from them really the party. Let me start with you Data-driven marketing. What does that mean to you? You've had a rich experience as a marketer What are the key milestones on this journey that have brought us to this stage today of data-driven marketing? So I think if he if you want to get into the origins of the data-driven marketing in a manner of speaking Data-driven marketing always existed right 24 years ago when I started working You Dependent on market research based data for market years to take decisions on so there was a sampling based data It was limited. Yes, you did qualitative research You did quantitative research and you still you still thought that you were taking decisions on the basis of data The CEOs for development of products You know the CFOs All of them use data I think the difference that has happened in our lives and especially the marketer's life is on account of the fact that Now in the service industry a lot of the transaction data is available to you for you to be no longer dependent on research based data, but to be able to Actually rely on real data about your consumers. So that brings in the whole issue of one personalization how do you use that data and Second in real time. Can you actually analyze? Millions of data points to be able to take you know decisions Which you can serve then to your customers in real time. So the velocity of Change and decision-making is a new thing that's perhaps coming in the last two three years And which is why I think you know, we're sitting here Doing this discussion right so real time doing that at scale Doing that consistently across all of the channels. These are some of the new elements that have come into data-driven marketing Sintosh, you know, you come from in performance agents. You deal with clients in so many different verticals What according to you are some of the key milestones you see that keep popping up when it comes to what defines data-driven marketing today So basically if you look at it if you were a business which has been in operations for about North of 10 10 15 years Chances are you already have most of the data that you need to do your marketing more efficiently, right? So if the the space that I work in it's mostly towards actually improving your cost per acquisition or Lowering down basically for example in autos it is cost per sale I work with production houses also now who want to know how many tickets have been purchased of the movie spends that I have Done so far, right? So in this in this case, I think the if you look at the milestones. I think people Are not as I think we were discussing before as well Cmo's now have to have a very different had to understand exactly how should I effectively spend that money? Whatever monies have gotten of course, there is also the macroeconomics of things changing We see that the auto industry is taking a turn right now. So instead of us focusing on generating more inquiries Why don't we focus on selling more cars or selling more? Selling more two-wheelers essentially, right? So that's kind of the space that I operate in where we look into Have you harnessed enough amount of your own data to begin with because you've been in the business for such a long time Now are you capturing how many people have come to your events or have they? How many footfalls have happened at your events to the date that how many inquiries have come and of those inquiries? How many have converted and what do I do with the rest that's sitting in the in the ambit with me right now? Take all that data set together That's your own first party data that you can actually leverage upon and then try to buy third parties or second parties First get the first party in action as the milestone that they would hit and subsequently try to improve upon making that Data richer and make it more cost effective eventually So that's a great point So first party data has really sort of come to the fore as a powerful force for marketers to deploy it today in their Activities so near is let me throw this one to you first party data What is what role really do you see it playing in in a data-driven marketing strategy? Sure. So data-driven marketing if I try to break it down into easy language. It's nothing but people-based marketing, right? We moved this as an industry from more of an inventory buy to a people buy now, right? That has actually helped in optimizing and increasing your efficiencies In doing so the first very important point to consider for a marketer is to have complete control and use of their first party audience Every marketer sitting in this room or across has invested enough time and money in Capturing their first party audiences through various mediums be it be offline be it be online But the unfortunate situation still exists is in case of offline audiences You'll not have any connectors to them which can identify their digital footprints, right? For example at Zyotab we have our proprietary identity graph Which is powered by telcos and other first party data owners Wherein we have linkages for offline data points and their digital identities, right? So suddenly we can enrich the CRM system and hence a marketer can make a more informed decision What are the habits of this person? What are the kind of transactions he does and not only it will help in better? Targeting of a particular campaign But it'll be able to make more informed decision on what are the kind of specific products that I need to push to That person because of their behaviors So that's the power of first-party data that that the marketer has to harness And I'm going to come back to the point you made about the challenges with that multi-touch Attribution the party especially in your context as well. We'll talk about that in a minute But I'm gonna quickly touch base with you on in the banking sector, you know, that's a sector you're familiar with What really have you seen as the evolution? And this is one of the most advanced adopters of technology for data-driven marketing this industry, right? So I think one of the challenges we've seen in You know, what you would call as traditional sectors, right? They've been around for hundreds of years financial institutions banks and stock-broken companies and and Stuff like that is that the whole model has been disrupted Through fintech. So one of the things that data-driven marketing Really now needs to also cover is not only acquiring new customers But to actually how to retain the existing customers and the customers who become Dominant, how do you make them active once again? So that is where I think data-driven marketing again plays a very important role where you look at historical data with first-party data That is already available usage patterns that you have from customers and their changing needs Mapping to it and then again reactivating them To to grow the value of existing customers and bringing back into the folds Customers who probably have been loyal customers but have way in the way because of the lack of focus That typical companies have in the case of banks. It is also about personalized offers So all of us here in the room are victims of The aggressive marketing that most banks do in terms of selling credit cards or loans But think about a situation where your bank really knows you and therefore is only offering services and Different products which actually are relevant to you and that is totally possible because you're already Customer of this there's another aspect where a lot of us keep talking about as digital marketers Keep talking about conversion rates. So especially very Large companies and in the case of banks. There are millions of visitors to the website and only a fraction of those actually Right now to become customers, but there's also a huge amount of data that actually goes unused So that is anonymous data. So data Analytics now comes in to play there a poor actually spoke about it earlier. It is Platforms called customer data platforms, which can actually analyze the data and make sense of it Thanks, and we are going to talk a bit more in detail about these tools and technologies that actually enable data driven marketing Like CDPs and DMPs, but before that the Pali, you know specifically within your context You're in the B2B space right and it would be really interesting to hear a what as the CMO you think are the key building blocks of your Data-driven strategy and also what are some of the very real challenges that you face in executing them I'm going to talk about what we do at IBM a minute later But I wanted to react to some of the things that we heard over here I think the push it pull that you have for a marketing team and therefore the CMO is Really, you know a lot of the stuff that these guys spoke about that's possible and you know get deep into it Which is the fact that you have your performance dollars that you exactly need to drive You know for delivering better and better ROI every year But there is also the you know the art of decision making where data has started playing a better role And I want to just quote two examples there, right? One is a successful one and another one is a failure according to me Okay, so I think the same banks or the credit card companies they have They have billions of transaction points and they know exactly what I like and where I spend my money But I'm I'm still to see in the market personalized offers of discount coupons to the restaurants that I exactly like to visit Right, so the technology is possible That technology is possible by technology it is possible But I think the limitation that you have in an organization is Orchestrating that and at what cost is it really a high margin product where you really need to do it? I think so that's the limitation that you kind of face, you know That's that was on the limitation side second example I want to give is from a broadcast channel a very successful broadcast channel not the first-party data example at all You know in the good old days How would you decide that you know really what what new serial to launch, right? But on account of the fact that they were doing social listening one of the general entertainment channels they launched a they launched a The first series on the basis of you know a lot of creative decision-making much like how Sanjay Leela Bansali Decides on what subject he wants to make a movie next But I think on account of the social listening They realize that some of the secondary characters were extremely popular, you know along with the main characters So they launched the second TV series on account of just the sheer social listening, you know with the secondary characters that they had You know so this I think this is the constraint that you know CMOs have to live with, you know Sometimes the cost may not justify You know the investment may not justify the results and the output that you will get You know it's beautiful to actually chase the holy grail But you know where do where do you really want to do this? And I think the third challenge that you face which all of us currently are grappling with is that the technology in the stacks And a poor made a very good point about the new technology stacks And you know I mean I wanted to ask a question, but there was no time which is How does an org structure inside a CMO organization need to change to be able to orchestrate the ideal example that he was Giving and you know that's really a transformation that an organization needs to go through and there the challenges that you face Is that all of us are at a different level of doing for example And I'm very passionate talking about the multi-touch attribution thing right where for example at IBM I think we're very confident about doing it when you're doing a digital campaign and you're looking at you know A fully digital response, but the moment, you know And we we do invest a lot of money in the offline activities that we do the moment It comes to you know orchestrating that along with digital then knowing exactly which model works And we don't we don't even really even have billions of data points in that sense You know for us to be able to do modeling right any B2B Any B2B market here who's sitting over here. I'm gonna have only thousands of data points You know really to be able to do that and you won't be able to do modeling. So these are some of the real aspects So, you know on one side we have all the brilliant examples, you know That were given here, but I think the orchestration of all of this and the fourth one I think What percentage of your marketing budget goes into brand building and what percentage of your marketing budget goes into your performance driven dollars It's still a percentage that gets decided not by any You know, it's not really data-driven. So I think those are both both that you know We kind of run over a period of time So I think it's a transition that all of us are facing and new things are coming into the play, you know Pretty much every year. Yeah, that's right. It is a journey There's no end in sight it's going to keep evolving for sure and I think just to recap what you said, you know People restructuring and re-skilling the team to deal with these changes Then a building in some of this unstructured data the chatter the commentary that you hear All over as well as connecting the offline world to the online world, which is a very I think real challenge There are a lot of marketers face we can do all that we want to do with CDPs in the online space But you know, this there's still a lot of business happening in the shops in retail at the malls or whatever So that's a huge piece of the puzzle then the Pali like you mentioned the orchestration piece Be it orchestrating all the technologies that you have or then orchestrating all the campaigns that you're running Across so many diverse channels, you know, you have mobile campaigns. You have email campaigns. You have SMS campaigns I mean, which one of us hasn't, you know had that re-targeting ad pop-up Exactly one day after you have actually bought that product, right? So the marketers dollars are getting wasted clearly There is no orchestration and the data is not talking to each other and then finally I think of the piece about balancing the marketing dollars for brand-building awareness some of those more traditional aspects of marketing with What we need to do to prove the ROI of digital marketing today, which is so You know constantly a cloud on top of the marketer today. How do you prove the ROI? Yeah, I just want to add there, you know, so IBM does The global studies every two years where we interview CEOs CMOs CFOs CHROs and the last one that was done in 2018 You know, this is across. I think Sameer was sitting here sometime back. I think 2000 CMOs across the world. Sameer. Yeah so 2000 CMOs across the world and 76% of them said and I'm reading from here They said that their ability to make marketing decisions informed by data-driven insights will become the most important Factor for their professional success, you know, so it's also about developing a muscle where you make, you know, data-driven decisions So, you know about from everything else that we're discussing. Yeah, and I think there's some very specific skills and Structural challenges we need to talk about towards the end of this session But for the moment, let me bring it back to okay enabling that data So the whole process of building this data-driven strategy right from collecting the data managing it making sense of it organizing it Analyzing it and then activating it actually to run campaign So there's this whole stream of workflow that has to happen What are some of the key tools and technologies that a marketer here needs to know about? To actually make that happen to go from unified data to activation that whole Maybe we'll start. Yeah, so I think an important Thing that we was like when we had a discussion in preparation for this panel one of the things that we were talking of is the fact that We typically and this was actually spoken about in a poor session is we choose a tool We we think we have a particular problem. We choose a tool and then we Want the tool we hope that the tool actually Fixes the issue, but that typically does not happen. That's where performance You know driven marketing agencies come in but more importantly As a marketer who's been around for some time what I always Really recommend is what is the customer journey? So I think that's the first step customer journey mapping what when you talk of a customer journey You're not just talking about acquisition, but holding on to that customer and the car, you know as a customer matures Using your product. How do you make that customer into somebody who's evangelizing your? your product and that will actually dictate what kind of You know stacks that you put together Don't fall for this whole Go for one platform and everything gets taken care of there are tools specifically for each Who are experts in each section? So please go for that and also try to first make sense of what all data sources you have Thoroughly study it and come out with trends. So that is the some of the Steps, I think you should first take before you use getting embark into the journey of choosing platforms Don't force. I mean though. I come from a platform company. Don't fall for the platform guys spiel Make your own informed judgment. So once you have your use cases sorted what I would say While it's customer, but first thing is what are we trying to really what is the problem? We're trying to solve right has have the cross-sells dropped Would you want to increase from one to two two products or 1.2 products for per customer or would you would you rather? so I have another case where We basically if you look at an OEM or an FMCG you have a huge offline distribution channel And you have no insights what's going on there, right? So if you actually have like a thousand dealerships going on with you, what is that dealership really doing? So eventually if you get that data together But why are you doing that because at the end you want to really lower down the time to convert of a person Who's coming to inquire to the point of sale you want to lower that down so take Take a business problem at hand break it down into these sections and eventually the tech will fall suit So if somebody comes and tells me to buy this tech or that I first ask them What is are you really trying to solve for first and then we can figure out what tech falls in place? Chances are you may already have it as well and you may not have reaped the benefit of it yet Try to put that piece together and so that eventually it falls in place to solve the problem that you bought that Take forward to begin with I think you're absolutely correct And a lot of things a lot of that has to actually do with what do you want to do with the data? That is actually sitting in your in a stack at your house at your CDP in your DMPs One very important thing which I have understood talking to market here is talking to CMOs across India is Not only they want to activate this data That's that's a very small part of the entire data enrichment process They want to make sense of this data take it back to product take it back to their sales teams Take it back to their market and see what is working in a particular geography, right? I would like to understand more on my offline data behaviors for people What are the digital behaviors? I'll take it back to my product team and probably will tweak a product to make sure that it isn't synced With what my behaviors of customers are actually saying right so stacks and platforms are Secondary to the actual outcome that you actually want to get out of it. That's that's what I Right, so the data that you collect and that you manage and you analyze has many more application than just Activating for campaigns. Sure. It will help you from product development design all of that But Chitra interestingly, you know while you know a lot of us will put up our hands and say that you know We measure everything and we're talking about the higher order data usage once again I'm just referring back to the study forty four percent of the CMOs have said okay, so it's not a small percentage Yeah, yeah So forty four percent I'm gonna send it to you and whoever else wants it my Twitter handle is at the rate Deepali Nair, okay, so Organizations forty four percent don't sufficiently measure and attribute the effect of campaign on sales or profitability Right, so so so the point is that you know we are also discussing the higher order usage of the data But what is very interesting is that some some forty four percent of the organizations are not doing the base level work That's almost half of it. Yeah Exactly and that and for for organizations that are not say e-commerce organizations this becomes a crucial gap Isn't that we're connecting back all that you do in the space to your actual sales in the offline world But again if we were to structure those building blocks of the data-driven marketing strategy for the purpose of marketing Okay, again narrowing it down to that then what would be? The essential to assuming they've got their use cases, right? Okay, they've done their homework They know what problems they're trying to solve What are the key tools and technologies that they need to have a marketer needs to have?  So again many a times you may already have bought if you use if you have a website in place You may have Google analytics already in place or you may have Adobe analytics in place You got to plug the data back in otherwise is just doing your website journeys and that's it So push the CRM data back. It's a very simple conduit any of your engineers can do it in no time It's publicly available. You don't even need me. No, do you need niraj or anyone of us here? The third step after that once you have your reporting in place Then you need to orchestrate it you need to understand which campaign should I run at what point in time? What creatives should I run for that campaign at what point in time? This is defined by your target audience whom are you trying to go after that's why I'm saying you need a Use case in place. Are you want to do you want to lower down your cost for acquisition? Do you want to increase your cross-per-sell?  I haven't honestly seen a stack of a single vendor have all of these in one shot many a times The other point to the Pali as well I think first thing that CMOs or even the CEOs of your organization should do is first Not let people work in silos because they buy their own techs And then eventually what do you end up doing is like a big marshmallow of God knows what not you got in there And you don't even know what you're paying. That's the worst part Your finance guy won't tell you because he's actually cutting the bills directly to the vendors So first thing is to to get to know what they are and subsequent to that take up the stack And then eventually push it to production in the form of an activation which goes through media can actually instrument your call centers Can instrument your websites any of these will fall in place through that take completely? I think what is emerging? From from our discussion is that this tech tech stack decision and You know Santosh was rightly pointing out and when I was doing this journey orchestration at Intel I've found that most of the Elements that I wanted to put together Were already bought by another group within the organization And it was a global license and it was very much available to me But as he rightly said people were not talking to each other. So I think our major part is You will have to be this kind of visionary, right? So as as a marketer, you no longer this esoteric branding guy who you know breeds and evangelizes the brand but You also need to really start thinking through What are the pieces and really understand it? Otherwise every vendor will kind of pull you in different directions I just want to say this so you know at IBM therefore we call this something called a cognitive enterprise Which has got not just the marketeers, which is about the enterprise Be conscious of how what a poor spoke about earlier, which is you know stacks which are based on customer experience Which is about data-driven decision-making and you know the non-siloed approach and that's another report guys that I can send All of you if you write to me on Twitter, it's a very interesting report But you know the practical challenges of what happens is that it's not an ideal place and an organization is born today and Has a fair estimate today of what it's going to look like two years later And therefore I go and buy the stack today. That doesn't happen You know I once was part of LNT insurance We were a startup and well well funded startup at that and insurance was a mature industry You know where we did this we went and you know what the stack that we really liked But you don't get that opportunity when I joined Mahindra holidays or when I joined HSBC, you know earlier on there are there is the Legacy systems that you inherit and there is only so much capital investment that you're allowed to do Subsequent to that you know, so that's a that's a practical reality also that you know We must consider and going back to the point you made I think the biggest tool You know Chitra's asking tool and technology tool and technology You know and I'm saying, you know people people people with the right attitude and skills, you know training them You know so the change management that aspect of it is I think the most most critical part of it Great. Yeah, so I think silos Integrating the tools The legacy Solutions that you're left with that don't let the data talk to each other, but then of course the people themselves, you know often I think sometimes I feel like the system is set up to incentivize Individual silos to perform in their area, right and that's how the metrics are set up as well And if you want true data-driven marketing, you have to integrate not just the tools and technologies But the people the teams and all of that and speaking of teams I think we have just about two and a half minutes left. So, you know, let's wrap up So the CEO today this was something we were talking about in the room before we came here The CEO today is the chief customer experience officer. She is the chief revenue officer Chief digital marketing officer marketing technology officer all of these things, right? So a what if you want to be a data driven marketer if I had a dollar for every time I heard that so if you want to be a data driven marketer Which all of you sitting here will be called upon to be What are some of the key skills they need to be thinking of picking up as well as how should they be approaching the new marketing Organization, you know the structure I think one of the things that I started doing about Seven or eight years back and that's what has made me successful is what I call the sales first approach So I stopped thinking about You know, what are the eyeballs I need to get what kind of visibility for the brand I need to get But I actually started first mapping Every region that I was Ealing what are the kind of sales targets? What product mix needs to be achieved and then I started working backwards Creating the the marketing pool that would actually impact create that kind of a sales impact And I was you know sharing with Chitra earlier in my current role I own the sales number as much as the head of sales in my organization and I am more of a demand generation Director Than just a typical marketing director So if you look at and that's why I also drive alliances I drive partnerships and everything else which typically a CMO would not be expected to Drive is expected. No, they are expected. I think that that's changing So I know that in a lot of companies where I've worked at the KPIs are very linked to sales, you know, you own You know doing that, but I also identify with what he's saying I remember years ago joining an organization where marketing was only measured on cost per lead and You know after six months when we figured, you know, how to improve the conversion rates The one thing that we did was you know change the KPIs of every market here in the system to cost per sale Right. I lost four people in my Sixth Member team of the digital marketing, right? I also lost my agency because I said now your KPIs are also going to be cost per sale I didn't like it. What are the poly because one experience that I actually like to share is talking with so many people in your capacity The the thought of learning, you know, what data is what are the new trends in marketing? What can data do for my organization has actually on the rise is is Taken by both hands open, right? And I think that's gonna shape up the next big thing in this industry as you're living it right now Yes, however, I think that's a challenge, but learnability is a challenge and you know how much how much do you invest in it? So Chitra, I know you told us we have two and a half minutes. So Yeah, yeah, it's over to you Do you need to engage with you know when you're setting helping a client set up a data-driven marketing agency yourself, you know So actually the previous question, I'm sorry, but I think All you guys have to start thinking like an entrepreneur.  Right? So that's something if that's a skill that you don't have I think you should start looking into yourself to check Can I run this unit by myself and if I am how much of a junior you are doesn't matter Or how much of a senior you are doesn't matter if you cannot if you can't think like that chances are You will hit a plateau somewhere or the other right and if you do if you do start thinking of that that like that Usually a problem solver. So you should be good at quantum analytics and data and science will come naturally and So sorry, what is your question again? What are some of the key roles that the titles that I actually go across the entire stack for me to convince? So basically it comes as a it's best Interpreted if I just understand their problem, don't tell me what you would What tech to you would what stack to use what team to hire tell me what your problem is it usually comes from top-down But sometimes I have seen super entrepreneurial guys whom I meet in conferences That's that I just tell me that this is a small problem that they would like to solve for and they are actually an analyst inside an Organization pretty big enough and from there and we can start the whole process Thing is it has to go across the stack by my most of my time takes in unifying an approach so that all the All the you various business unit heads have to be brought brought into alignment to go in that direction and that It's time-taking but I think it's worth the effort because you'd have done a radical transformation in the organization So when you're thinking about data-driven marketing for building out customer experience It's more than just the marketers and I'm going to wrap up here for it is the functional heads It's the technology people it is of course also the marketing people who are then the glue to bring it all together Thank you so much all of you Enjoy it moderating Any questions that the audience might have from this panel? Thank you so much


The Forager Population Paradox Along with a number of other paradoxes found in a number of academic fields of research is now finally rediscovering much regarding our past, vindicating proof of what we have long argued is still hidden. In many areas, buried under meters of Earth or virtually impenetrable forests, chapters of lost human history lay waiting to be found, which due to our research into similarities and differentiating factors within unexplained ruins, at least three advanced civilizations once lost, we claim are now finally being rediscovered. Geological research has proven again and again through the dating of many natural processes, the submergence of land masses, along with studies into erosion rates, along with carbon radiation dating, many ruins once claimed as a mere few thousand years old, have inadvertently, regardless of the subsequent conservative attempts at dating these zones, are now shown to have been undeniably far older. Yet the Forager Population Paradox is scientific evidence which demonstrates that human civilizations did indeed once experience a global catastrophe. Found by many names, the Great Flood, the Great Deluge, Rapture, along with many other names in many ancient texts found all around the world, only a paradox due to it not fitting with a paradigm. Population growth is a science which can accurately track the history and indeed ancestral origins and age of a species. Yet there lay a problem with the study of human population in particular, at some point within a now forgotten history, the human race experienced an event which reset our population growth. It would seem that even the great effort of bending carbon datings, which we allege are dishonest ageings of ancient ruins and the civilizations that built them, was still not conservative enough to hide this truth. Once a thriving ancient population seemingly vanished. As supported or rather corroborated by the many unfinished and destroyed ancient relics, we often discuss on our channel. According to the proceedings of National Academy of Science USA, in a research project titled Periodic Catastrophes over Human Evolutionary History are necessary to explain the Forager Population Paradox. They state, and I quote, investigating multiple demographic scenarios in a large sample of human and chimpanzee populations. We find that periodic catastrophes, combined with plausible fertility or mortality reductions, can reasonably generate zero population growth. Our findings bolster arguments about the role of intergenerational cooperation in supporting the colonizing potential of human populations once released from catastrophes. End quote. End quote. The only way to explain the population growth, or lack of at certain points of our species history, in comparison to its persistently claimed age, the paradox, or the current population, proves that we did indeed experience catastrophe. An event long denied as ever being experienced by our species, with the last acceptably permitted event K2, having been experienced only by the dinosaurs. We find the data, the paradox, and the methodological truths it exhibits highly compelling. There are many ancient monuments found all over the earth, which possess extraordinarily precise solar and lunar alignments. In genius designs, often many thousands of years old, constructed from stones sometimes quarried, cut, and transported to the sites from many miles away. This movement of megaliths was accomplished using techniques or technology as yet not understood, and to date, many of these megalithic stone placements are perceived as near-impossible feats of ancient engineering. And although many impressive examples of monuments which track the sun can be found to have originated from many different civilizations, the most notable of antiquity, most famous for a seemingly obsessive level of monuments devoted to the observing of the sun's path, was undoubtedly the Neolithic. One has to wonder, why was there such a fixation? Was the motivation for this massive undertakings of a tragic nature? Was it out of fear, fear created by a memory of a catastrophic event, possibly involving the sun's powerful emittance of radiation? Maybe they experienced the consequences of an ancient warming cycle. We may never know, yet the most important question in our field is not why these volumes of solar-aligned relics were created, but how? How did our ancient ancestors, claimed as having existed over 10,000 years ago, construct such precisely positioned granges, hinges, barrows, and sun daggers? Something we have previously covered, an incredible type of sun dial which tracked a sunspot across the wall of an ancient cave with each month, solstice, and new year precisely marked out across the walls. Yet the sun dials in question in this video are a group of far more familiarly designed dials left by the Neolithic. These sun-tracking dials can be found across the Neolithic sites of Ireland, Scotland, Orkney, and England. Discovered by an American by the name of Martin Brennan, a 39-year-old from New York, not only did he discover the true function of curb stones located in Noth, codenamed K7K15, among others. He also cracked the earliest form of writing while studying the Irish Stone Age artwork. Earlier this year, a theory emerged on the Internet by writer and journalist Ben Gagnan. He suggested that there was an image of a swan on Curbstone 15 at Noth. He claimed that while examining a photo he had taken of K15, he flipped it upside down and saw something no one had ever seen before, the faint but unmistakable image of a swan in profile. The true meaning or purpose of the curb stones had for a long time been heavily debated within certain circles. The intriguing cup and ring marks had been known of for some time. Yet as previously mentioned, though the most popular theory of the design on K15 was the claim that it was the depiction of a swan glyph, this hypothesis was rejected even before Martin's unarguably accurate translation was discovered. Martin identified the sundial while examining a passage mount in the Boyne Valley, and although sundials thousands of years old have been excavated throughout Europe, many specialist individuals reviewing Martin's finds believe that the sundial discovered in County Meath is the oldest and possibly most important ever found. According to Martin, who has been studying megalithic Irish art for the last ten years, Ireland's megalithic tombs are suffering from appalling neglect. Some of the most important passage mounds excavated previously have been ignored or conveniently completely sealed up. Martin's discoveries are undoubtedly remarkable and are of tremendous value to our ongoing deciphering of ancient antiquity and its past civilizations. It is a journey of discovery we find highly compelling. Rising nearly 400 feet above the desert floor in a remote section of New Mexico within ancient Anasazi territory is a place named Chaco Canyon and within stands an imposing natural structure called Fahada Butte.  It has been revealed that for more than a thousand years the Sundagger has been revealing to all aware of its creation the subtle changing of the seasons. In 1977 it was thankfully rediscovered when rock art and petroglyphs were spotted nearby. Anna Sofaire who was cataloguing the rock art was one morning greeted by the Sundagger, slowly traveling across the wall traversing the strange spiral patterns which were etched upon them. The intelligent Anna realized that the Sundagger could have been connected to the petroglyphs so along with her colleagues she came back at various dates throughout the year eventually establishing the following information. On the summer solstice the Sundagger appears near the top of the largest spiral and over a period of 18 minutes it slices through the very center cutting the spiral in half before leaving it in shadow for another year. On the winter solstice two daggers of light appear lasting for 49 minutes during which they frame the large spiral. Only an equally fascinating and more complex light show occurs on the spring and autumn equinoxes. The large spiral is carved in such a way that counting from the center outward to the right there are nine grooves. On each equinox a dagger of light appears that cuts through the spiral on different angles. Meanwhile a second dagger slices through the center of the smaller spiral. These light shows which had been going on for centuries continued for several years after their rediscovery. However in 1989 it was found that the granite slabs had shifted. The alignments that had been arranged so carefully were no more. It also seems impossible for us modern people to realign them as all attempts have failed. Was this sundagger really made by the Anasasi Indians? Or was it a far older surviving relic? One that they were merely aware of. A relic which has unfortunately eroded away. Other ancient light displays marking the solstices and equinoxes can be found at other locations as well such as in the southwestern United States and Mexico. In a ruin in Hovenweep National Monument near the borders of Utah and Colorado light beams also illuminate spiral petroglyphs on the summer solstice. At Borough Flats in Southern California a winter solstice sun points a finger of light to the center of five concentric rings in an early Chumash rock art display. Were these monuments once used by a lost ancient advanced group of marauders as calendar sites while traveling America? Perhaps one day we will know for sure. Thanks for watching guys and until next time take care.