So if someone visualizes a product in their space, they're five times more likely to make that purchase than if they did not look at a visualized product. Welcome to the Smarter Building Materials Marketing Podcast, helping you find better ways to grow leads, sales, and outperform your competition. All right, everyone, welcome to another episode of Smarter Building Materials Marketing where we believe your online presence should be your best salesperson. We are really excited because we have a technology company in the house, which as building materials marketers, we don't often get to say. So I'm really excited to welcome Josh Ruff. He is the VP of Revenue for Roomvo, which is a very cool visualization tool, but Josh, don't let me give too much away. First of all, welcome to the show. Thanks for having me. Super excited to be here. We're excited too. Can I get you to give everyone just a 30,000-foot view of who you are and what Roomvo is and what Roomvo does before we dive in? Absolutely. So I've spent my last 10 years of my career working in technology and startups from the food delivery space, think of Uber Eats and those types of companies. And so I've primarily been brought into companies to help scale and set them up for long-term success. And at Roomvo, high-level, we're a visualizer company, as you mentioned. And so what we essentially do is allow a consumer to take a photo of their space, whether it be living room, kitchen, whatever it might be, and visualize a manufacturer's product in that space. And so we do soft surface, hard surface of things, flooring, countertops, walls, backsplash, all of the above. And really we think of ourselves as a sales tool and enable a consumer to take some type of purchase based on seeing a product in their home. So you were in the technology space and you were like, you know what I need to do if I really want to have a future in technology, you need to get into building materials. That's exactly it. You nailed it. But I mean, to summarize it quite quickly, I mentioned I was in the food delivery space and I happened to meet the CEO and I would say three or four years ago and as a result of the pandemic, I actually was in corporate food delivery, funny enough. And so I worked for a company that did food delivery for Shopify and Twitter and all of the major technology companies. And the pandemic came and food ordering at businesses kind of disappeared. And I had met the founder Pavel here in my previous role and he asked if I was interested in another technology company outside of food. And I said, hey, you know what, I just love technology. I love building products and companies. I love working with great people. And so that brought me to the building material space and here I am. We do have good people that I am sure of and we are ripe for technology adoption. So Josh, we talk to manufacturers all the time about visualizers or how to help, especially end consumers, conceptualize their products. Cause we know specifically end consumers, homeowners, they have a really hard time understanding what a one by one inch swatch, especially on like a computer screen looks like when it's at scale on their wall on their floor, et cetera. So can you share any actual information to help back up the thing that I tell people all the time? Like do you have data to talk about what's the conversion rate of sales likelihood from a visualizer versus just like regular old website? Great question. So what we typically see is what a five time conversion. So if someone visualizes a product in their space, they're five times more likely to make that purchase than if they did not look at a visualizer or a visualized product. Couple other interesting data points. I think a lot of people are probably familiar with visualizing and there are two different scenarios. There's one where you see a preset room scene where there is this great inspirational room, you can change products. In those environments, we typically see someone look at four to six products on average in one of those preset room scenes. What we do is we do the preset room scenes, but we also, as I mentioned, allow someone to take a photo of their own room. So we see about 80% of users will actually upload a photo of their own room versus looking at those preset room scenes. And we will see a user actually look at 16 to 20 products in a photo in their own space versus a preset room scene. So we are really, really, really driving engagement when consumers do interact with a photo in their own space. And the end result is, like you said, what is this product actually gonna look like in my space? And our whole methodology is how quickly can we allow a customer? Let's make it as simple as possible. As user-friendly as possible to say, hey, you know what? I know what this is gonna look like. I'm gonna buy this product. I'm gonna order a sample or whatever it might be. So if I'm a salesperson listening, and we know that we have lots of salespeople who listen, you've kind of like taken a lot of my magic and put it into technology at this point, right? Because we have a very consultative space, just building materials in general. I wanna have that conversation. I'm hearing all of the things that I know they're gonna say. They need our opinions. They need to know about maybe it's the environment, maybe it's high humidity, or it's like high thought to freeze cycles, anything like that. How would you answer those types of questions when it comes to pushing this information digitally? So great question. So I think there's, and this might be a long-winded answer here, but I think there's two ways. It was a long-winded question, so that's great. There's two ways we think about visualization and how a consumer can use it. We use the car dealership methodology as a great example. If I'm going to buy a car, I probably go to the Toyota.com website or the manufacturer's website to look at product information. That's where I'm gonna find most up-to-date products. I'm not actually buying my car there. I'm actually probably going to Josh's local Toyota dealership to buy my car. And so what we've done is we've got a visualizer that sits on a manufacturer's website, and that's great. I can go to, I'm gonna share it with a customer here, at Altile.com, and I can go look at their products and visualize them on their website. But I can't transact there. I have to go into a local retailer where I'm gonna purchase that product. And so what we've actually done is extended our visualization service to the retail location. And so as a retailer, I can also add a visualizer to my website and I can select that product I carry, which leads me to the next piece, which post-pandemic, we've actually really focused on the in-store experience because like you said, visualizer on the website's great, but I'm actually interacting with a person when I go into a showroom in most instances. So what we've done is found a way to get the visualizer in the store and we're investing in things like QR codes where I can scan this QR code of a product and see what it looks like in my space in the showroom. And now what we're also able to do is work with the RSAs and train them to how they can use Ringo as a sales tool. So tell a customer, bring a photo of your space when you come into the showroom. And now as an RSA, I can actually interact with that customer and show them different products and what it's gonna look like in their home. And so what we're seeing is huge adoption from the individual salesperson because we're making it easier for a customer to make a purchase. They don't have to go home with that sample now to see what the product looks like in our space. So we are really seeing sales cycles expedited, quite exponentially. And we're seeing people able to actually sell for much bigger ticket prices because they're able to show and visualize higher-range products and things like that. And so we're actually working really closely with the RSA and providing them a tool that's actually making them a lot more successful in their jobs. Who do you think in our space is the most difficult when it comes to technology adoption? Where do you have to have the hardest conversations? It honestly really, really depends. I think there has historically been a bit of a challenge where manufacturers want customers to go to their website. And so visualizers have lived on a manufacturer site and the challenge there is a retailer doesn't want to send a customer to a manufacturer's website because there's a dealer locator there, they can find local competition. So you've kind of had different conversations at different levels where when you're talking to a manufacturer the conversations can be difficult because you know that the retailer wants the customer on their site and the manufacturer spends a lot of money on marketing on their site and they want the customer to go to their site. So I don't wanna say anyone's more difficult but they're just different conversations where when you're the manufacturer you're trying to sell them on, hey, the retailer wants to visualize products in there on their own website. And if you're talking to a retailer it's you're talking about, hey, how can I get adoption in showroom? And I think that's where it becomes challenging because you've got a bunch of people you need to train. So I would say it's there's not more difficult conversations anywhere. I would say they're just very different. And I would say the appetite for adopting technology is a little bit different depending on where you are. And that comes from resources from not only financial but just people, right? Like it's if I'm an individual retailer I don't necessarily have someone an IT person that can run my systems for me and implement things like that. So I think it's just different depending on the audience and who you're talking to even now to the installer. We see installers that are using it for installation matter. Do I want this to run for horizontal or how do I want the pattern layout? And again, they're just different conversations at every stage. And I think in general it's more education as well. It's I would say they're difficult conversations a lot more leading with education about what's out there and educating of what the possibilities are versus hey, we just don't want to do this. It is much very much an educational exercise. So you mentioned this all, which all makes sense. Manufacturers want to have any type of visualization about their products on their site. Retailers, whether it's like showrooms or big box or distribution. If they have the capabilities and it's a product that they stock they want the visualization on their site. What do you think customers want? What's easiest for the customer? Whether it's like installers, end users, architects what do they want? So the end consumer wants what's the easiest to use where they can visualize the most amount of products. They want simplicity and they want to make an easy decision. And so if I work this up through the chain here from retailer to manufacturer there's implications in a few places here. If you're a manufacturer you don't want the retailer probably to visualize other manufacturers products. You probably only want them to visualize your own product. But when I get to the retail level what happens is I sell lots of manufacturers products.  I can't visualize this. So it all ties down to what is going to be the best customer experience like you said, and it's ease of use, it's simplicity and it's finding everything in one location. And so when we first built Roomvo on a retailer's website they could only select one manufacturer's products. And what happened is adoption was very low because if you're an RSA in the store and a customer says, I want to visualize this product it's like, hey, I can't do that it becomes a really bad customer experience. And then what happens at the retail associate level is they're not going to want to use the tool anymore because it's giving them a bad experience with their customers. So we evolved to now Roomvo on a retailer's website they can actually select multiple manufacturers products. And so now the consumer can visualize a product catalog from a bunch of different manufacturers. And then that leads into the next piece of I probably want to visualize more than flooring if I'm doing my house I probably want to visualize the walls and I probably want to visualize my backsplash so then the exact same process happens where the consumer probably doesn't want to go to a visualizer for floors and another one for walls and another one for backsplash. And so it's really building tool making our tool easy for the consumer where they can visualize more products. And then what happens is everyone wants to go to where the consumer is, right? So if there's more consumers using the tool every manufacturer want to play into that space and so you end up creating this flywheel where it's kind of a win-win for everybody the easier you can make it to use for consumers the more products you can put in there the more you're gonna have consumer use and the more value there is for everyone to have some type of product or some type of interaction with the tool. It's not a secret consumers today and I use the term consumer as a general term for anybody that buys anything so that includes commercial installers, right? That's literally everyone in our channel. Consumers today we are visual creatures the internet and Netflix they've ruined us have a ruined for life it is what it is a lot of feedback that we hear is very few when you think about it very few materials in the built environment are actually highly visually impactful, right? So you mentioned surfaces and those are all like finished materials or like the finished surfaces which totally makes sense. Do you have any thoughts or recommendations for manufacturers who have products that are not visible when a project is complete about how they could leverage visualization? I think as humans we're just inherently visual and I think people always want to see something and so I think of blueprints or CAD drawings like there is some visual component at every step along the building process, right? And so I think anything that you can visualize that will assist in the decision making process because one way or another there is always going to be a visual component that makes that decision. I'm like, how are my cables laid into my place? That gets visualized at some component, right? Like somewhere someone draws a building plan that puts those in there. Maybe it's not the visualization quality and how good that product looks more. It's like, hey, I want to actually see how this looks amongst other things for maybe it's spacing and maybe it's, you know measurement and all those types of things I think there is a place for it but the driving factor is not the visual of what does this look like. It's more of maybe from an organizational standpoint or how much material I need or something like that. Visuals do play a part in that decision at some point along the way. Yeah, I think you actually hit on it exactly where, cause you went to the exact right place where if it's a finished environment that's you're really comparing visuals for aesthetics, right? Do I want light color flooring, dark color flooring high striation in my marble countertops or solid coloring or something like that. But if you're talking about non-visuals what are the things that I want to compare? Is it organization? Like I'm probably not going to swap it and out insulation materials, right? I don't really care what the visual is but what's the impact? Does it impact the depth of the wall? Does it impact the type of material that can go on the outside? On the inside, does it impact plumbing? Does it impact all of those other things and how does it lay out organizationally? It's also like this secret to marketing in a sense where if you do a thing even if it's exactly like everybody else's but you just make it easier for me to understand and that and me including the pro who's done it a bajillion times if it's easier to understand I just feel more confident about it. So I think that's like a dead on answer, Josh. Way to go. That was a test about whether or not you're gonna pass. You passed. Thank you. I did, I did. I'm not just a technology person. Yeah, you're not just a technology person. The other thing I think too is when I think about visualization I shouldn't say I should say we when we think about it there is a lot more to it than just a photo, right? Like what data can I take from that photo is kind of the next step where it's like can I take measurements from that photo? And when I think about today we do use sizing if I have different plank width for example, like we adjust the scale and so you can think of a photo as a data point like what data can I take from this to help me with making a decision? So that's another whole component there that is sometimes overlooked that there is a lot of data that you can take from a photo and maybe it's not, you know if you're thinking about building plans you're not taking a photo of existing but there is a lot of data that can come from the visual component as well. I totally agree. And I think that's a really important piece of we're not just pushing people to get online because like that's cool but like you can get data of where do people see your project come in? Are you the first? Are you the last?  And that's where, I mean that impacts product roadmap that impacts product innovation. It's a huge, huge data point as a self-proclaimed data nerd anything that sticks out in your mind that you would wanna share your like that you've seen your customers be able to grab and implement from a data standpoint. We have obviously access to a ton of data and I would say what's this is very new for a lot of companies I would say visualization is one but actually becoming very data-driven. And so we think of the pandemic and accelerating businesses online. I would say the conversations I was having two and a half years ago when I first started in the industry compared to now are very different. And so things like conversion tracking things like my customer acquisition costs like just general conversations around data and marketing automation and visualization we're not as prevalent as they are today. So I would say overall the bigger shift is more customers are talking about being data-driven and they want to actually understand more about their customer. How that ties into us is quite unique because we obviously know what products are being looked at where and what are your most popular colors in this region and what are people buying here? We have a ton of consumer insight and so we're seeing of course a lot of manufacturers wanna know hey, across my entire network what is our most popular skews that are being visualized? So we have an abundance of consumer data now that also we sometimes overlook it really can help predicting trends and what's popular and what's not and really driving businesses just kind of comes back to data, right? It's like how can we get more data and it's not just the visual component but hey, what about the overarching data of all of kind of our products which is a whole other conversation in itself because you do see very different trends if you're talking the Southern United States and we have a pretty big presence in Europe. The products people are looking at are very, very different and you can see it even on a regional level so it's pretty interesting to see. So if you could peel back the curtain, Josh, what predictions do you have for the, I would say demand for really that like in store but online combined shopping experience in our industry over the next three to five years? Having tighter integrations between visualizing a product and purchasing it, right? So I think we've talked about the acceleration of digital but what is the next step for that? You don't see a whole lot of e-commerce in general. Hey, when I found a product I like and I think a lot of it is driven by people still want to see a physical sample and we are still as millennials become and we start to see a transition in the workforce and who home buyers are. You'll start to see more people buying online and looking for tools that can help them make that online purchase and so when I think about that I think of, and we debate this a lot like will the physical sample ever go away? And so that is very at the forefront of our conversations and I do think there is a world where someone visualizes a product in their space they are able to measure that space at the same time and then actually transact and purchase and I think that's kind of where we would love to see things go and we're hearing about it at the retail level, I'm not gonna wave my magic wand and say that's the reality here, I think there's a long way to go but if you look at other industries and how they have progressed, I think it is a slow progression where it's purchasing a store or purchase online, pick up in store is kind of the next transition to eventually being almost a full e-commerce solution and I do, there's people that are probably gonna be screaming at me like physical samples will never go away but- We're about to get emails, I can just be honest. But we are seeing a lot of people ask us about tools that can help in the decision-making process it is such a costly endeavor samples, a lot of them just get sent they disappear and so is there a way we can actually have an impact and I think that is a win-win if we can find a solution where physical sampling can disappear and people can still purchase and it doesn't have an impact on the orders that are coming and I think that's a win-win for everybody I think everyone would love to get away from the world of physical samples. How would you solve for basically just screen resolution or whatever the right terminology is like colors on screens are not the same as colors in real life that's the most common denominator of pushback on samples there's a bajillion other reasons why physical samples are important but how would you solve for that? 100% so one is we have built a tool where we call it virtual samples where you can actually view a product in a 3D space but what we've done to that is we are actually able to put different lighting patterns on it so we can say what does this product look like in the dark? What does this product look like under a warm light under a light under a cool light and so we do that based on true Calvin's and again you still we still live in a world where everyone's screen is different screen resolution is very different and that's gonna be a tough problem to solve but I will say that we have actually had real world impact for our customers on reducing returns because of that reason exactly where it's like hey I bought this product I have a better and I think the conversation here is not will we get away from it but are we slowly improving so that doesn't need to happen and we are seeing that today we are seeing customers buying with more confidence and returning less products because we're getting we're moving in the right direction to be able to produce a digital representation of what a product looks like and I think we are progressing towards that do I think it's gonna happen in the next couple of years I don't know but there are so much technology advancements around us in terms of screens in terms of everything and so you don't just have to think about the technology that we can build but what other technologies in tandem and industries not like ours in terms of screen technology in terms of other things that will also be advancing at the same rate and you hope at some point that you're able to see a world where hey I know exactly what this is gonna look like in our space and that is the question everyone asks is hey I wanna touch and feel this thing and there does come a point where every industry comes to that stage where there's probably countless products you can think of that you're like groceries are a great example pre-pandemic no one ordered groceries online I know I worked in the space it's one of those things where once you've purchased something and it's an experience that you didn't think you would enjoy or you were like hey I don't think I would be able to do that it only takes once and a lot of people probably order groceries and that's a thing once someone orders groceries one time it's like oh hey that was so easy and so I think it's getting to that point where there's some early adopters that can see success and that's really gonna drive kind of what happens next and for us it's if customers and manufacturers and everyone wants to move to a world where sampling is kind of obsolete we can do things digitally like 100% we kind of move where the market goes and so I'm not sitting here with a crystal ball saying hey we're gonna build this and hope people do it we very much develop based on where we think the consumer is going to go and where we get feedback from manufacturer and there's a problem we wanna be able to solve let's have some open dialogue let's see if we can help you with technology solve this problem and for sure sampling is one of those things that I think everyone would love to see go away it's a huge cost it's a huge undertaking operationally shipping costs like it is a huge cost and definitely I mean it would be great if but yeah Or to solve samples being intentional and purposeful versus just like mass production like five of this product and these variation of colors for manufacturer A and the same and B and the same and C for just like minute comparisons versus what if you knew your samples had a 33% conversion rate right you a one in three chance of converting if someone gets a sample this is obviously not real time but you're in a place where you are much farther down the line by the time you choose a sample that makes that starts to be make a lot more sense versus just this mass volume that can happen that's exactly yeah and so what we see happening now with a few manufacturers that we work with today is they are QR coding a sample that they send to a customer and so if you receive that sample you can scan that QR code it will automatically prompt you to take a photo of your space I can take a picture and it will automatically take that product and place it on the respective surface so say I ordered a flooring sample scan the QR code I can take a picture of my living room floor and then within seconds it is gonna put that product on my floor and so that is kind of the intermediary step where hey how can I improve samples maybe we don't get away from sampling but how can I improve how can I improve it yep A get some real time tracking in this are people actually scanning the QR code what are people doing when we get this sample and how can we kind of improve the different conversion steps along the way so that's also things we're thinking about too right so it's how do we make these samples interactive and a little bit more than just hey I'm gonna dump a plain sample like let's take it a step further to really help you make the decision of that sample I actually love that because we talk a lot about samples and we were working with the roofing manufacturer last year and they were working on a new set of samples but they have a very just unique coloring system for their roofing tiles and the problem is when you see it really close up it kind of looks like a mess it's like a it's like a who's the pointillism artist that Matisse Picasso whom I talk about I don't know what Picasso I imagine like a pointillism but Picasso is always a mess pointillism like you like stand 100 feet away from it you're like oh that's beautiful and you get up close and you're like wait a minute what's happening like that's how their roofing samples are right so you look at it really up close and you're like this looks terrible but when it's up on a roof you know 50 feet in the air and you're standing on the corner of it to get a whole home image it's gorgeous so it solves for those types of things also when you're not seeing it like really seeing what it would look like because if you're not an architect and you don't know that that's what that would be like anyway another conversation for another time but very cool very cool application all right Josh you're in the technology space you're in visualization space if you could give manufacturers one piece of advice on how to make their marketing more impactful in the new year what would you tell them? Oh geez I would say you're gonna have to edit this one because I gotta think. Other than beyond rumbo. I would say in general I think it's been a pretty static industry in terms of how products are marketed and so I think in general I think there's a lot of different unique compelling ways that you can capture your audience outside of the traditional methods right so I think you need to think outside of the box I think a lot of people do the same thing because it's always worked but I think people are a little bit apprehensive to try something different and so you know outside of rumbo I do think there's a ton of opportunity there it's not always you know the same old samples with like the sample images or inspiration images on the back like there are some pretty unique ways that you can engage customers I think understanding the audience right understanding who is your buyer now what are they interested in knowing are they interested in products back so they more interested in look and feel I think understanding the consumer and then working backwards because I think the industry has changed so much and the way people are actually purchasing products is drastically different than it was even two to three years ago so I think it's understanding hey where do I meet my customer who is my new consumer and what's important to them and then I think being a little bit creative and you might wanna edit this out but it's a dry it's an old school industry right I think creativity and having a cool little spin on things can sometimes go a long way outside of the standard samples and those types of things so but it's true right it's like very old school it's like everyone does the same thing all the company no one's really trying to differentiate themselves from a marketing standpoint I think there's a huge opportunity to do that and having come from a pretty unique industry we did some really crafty kind of scrappy marketing stuff that worked really well and I think it's people are worried a little bit about it's an old industry and there's a lot of things that are just done the way they are and some people are a little bit apprehensive to kind of ruffle some feathers but I do think it does go a long way and I think people recognize it right you gotta separate yourselves and find a way to differentiate yourselves and sometimes creativity is the easiest way to do it. I love that creativity is the best way to differentiate yourself you actually started this conversation with something that we are starting to really try to be a regular drum beat of what we say which is we're about five to 10 years out from millennials being the predominant generation in the building materials industry really in every industry but that means that our generation is doesn't just expect a digital experience from the brands that we purchase specify install we demand it and we'll flip for a brand from one that has only traditional to one that services us completely from a digital experience I mean those are long-standing millennial generation facts and that is going to be a very fun moment in our industry because it's gonna go from we just do what we've always done because we've always done it and everybody always does it to like oh man we've gotta do something different cause everybody is going to this other brand that does things differently already. Well Josh thank you so much for your time if any of our listeners wanna reach out to you ask questions connect what's the best way for them to get in touch with you? Best is email so Jay Ruff are you Ephison Frank Ephison Frank at rumbo.com that's the best way to reach me but feel free to shoot me on LinkedIn or anything like that as well. Awesome well thank you so much and if you like this content and wanna hear more of it head to vinpo.com slash podcast to subscribe until next time we'll see you all later thanks everybody.


This is stock number 21J93A, we are here at Summit Automotive in Fond du Lac, Wisconsin, your new and used Jeep and Jeep Renegade headquarters today. We are checking out this super clean 2017 Jeep Renegade Trailhawk. This vehicle has the 2.4 liter multi-air motor which pumps out 180 horsepower. It is a four wheel drive and this vehicle has been fully safety and inspected by our server shop has a fresh oil and filter change. All the fluids have been checked and topped off and this Jeep is 100% ready to go. Alpine white is the color we shoot all of our videos in 1080p 60 frames per second so if you have HD capabilities on your computer tablet or smartphone device turn them on right now because it is definitely your best way to check out the quality and condition of the Jeep before seeing it in person. And if you'd like to check out all the photos on this Renegade and the upper right hand part of your screen is a link to our website click that and check us out. This is a painted and polished aluminum rims and it has Falkin Sincera 215 65 R17 tires on here. These tires are very new I'd say 80-90% of the tread left on them. Four wheel disc brakes on the Renegades front fenders in excellent shape I didn't see any dents or dings on that. Now this one has the HID headlamp group as well as the factory fog lights. You get the red tow hooks in the front they're actually powder coated so that's pretty cool. You do get the black hood decal which is an anti-glare decal, get the Granite Crystal Jeep logo and of course the seven slotted Granite Crystal grille. Front fenders in excellent shape on the passenger side no dents or dings in the passenger side rim no scuffs or scrapes. As you go down this side of the vehicle take note of how clean the body is how reflective and mirror like that paint is we take these HD videos so if you are far away or even if you're close by and you just cannot make the trip down but you're still interested in purchasing the vehicle you can still see the vehicle hear the vehicle and have confidence in what you're looking at before you even get here so that when you do get here there's no surprises you'll be all set to go. That's why we offer the Summit Auto Fast Pass option in the upper right hand part of the screen a link right to our website where we can apply where you can apply for financing get pre-approved see a payment quote even appraise the trade all from the comfort of your own home looks like the back brakes are brand new on this vehicle and the back rim no scuffs or scrapes back tires are just as new as the front tires and the renegades all come with the capitalist fuel fill if you look there's a little spider there that says chow baby one of the little Easter eggs that they have on the renegades as we come around to the back you'll notice the rear bumper is in great condition you do get that tow hook back here as well and the rear gate no denser dings on that you do get the trailhawk logo right there back storage area is nice and clean and this one does have a spare tire because it is a trailhawk and I think that's a that's where your jack tools are and everything those seats do fold down for extra storage and you do get the sun shade on this vehicle the other little Easter egg that they have on these renegades is if you ever want to find Sasquatch there he is he's climbing up the mountain on your back window see the rear gate is being held up nicely by those shocks and it does have a backup camera as we come around to the driver side just as clean as that passenger side no dense or dings on that rear quarter you do get the roof rack rails and for full disclosure this back rim no scuffs or scrapes on that rest of the side of the vehicle looks really good it does have the enter and go system you get the directional signals blind spot monitoring in the mirrors inside the trailhawk package gives you the black cloth interior trailhawk stitched into the backrest get that top of graphical design in the seats no rips or tears on these seats they are driver side height adjuster all weather floor mats throughout auto headlamps power windows power locks power mirrors and if you notice the speakers are in the shape of a carabiner you get the little Jeep logo there as well one of the other Easter eggs on this vehicle we'll turn the ignition on so you can check out the radio and instrument cluster this vehicle has sixty two thousand ninety two miles you get the digital speedometer compass display you can change those corners to read whatever you want but sixty two thousand ninety two miles instrument cluster is very nice and clean comes with the heated leather wrap steering wheel cruise controls on the right Bluetooth and information center controls on the left and audio controls on the back of the steering wheel this one comes with the six point five inch you connect touchscreen radio AM FM and serious satellite radio capabilities and it also has the factory navigation system this is also where your backup camera shows up and get some different apps on here as well with you connect and the AM FM and serious there your heated seats heated steering wheel buttons climate controls down here is your four-wheel drive system with including four-wheel drive low and four-wheel drive lock which you can only get on the trailhawk package downhill assist control you get the turn dial to select your different terrain settings including snow sand mud and rock auto or an aux jack and a usb jack right there nine speed automatic transmission electronic parking brake stability control and you get your keyless entry with the remote start passenger side format and seat are in excellent condition no rips or tears on that and the headliner is in really nice shape I didn't see any rips or tears on there looks really good you do get s or 911 and assist buttons in the rearview mirror or up there by the rearview mirror you also get a little Jeep logo right there another Easter egg on the vehicle we'll take a quick look at the back seats and then we'll check out under the hood and start it up back seats are just as clean as front seats no rips or tears back here once again you get the topographical design on the seats latch child safety system for any child car seats you may have and you do get the factory all-weather floor mats back here this also comes with 115 volt 150 watt plug-in right there it's not going to focus for me but it is 115 volt 150 watt and these seats do fall down for extra storage and they go down pretty nice and flat which is nice if you have to haul a bunch of extra stuff child safety locks on the back doors and the bottoms of the doors all look really good we will start it up and check out under the hood starts right up no check engine lights or anything like that and the release I would personally like to thank you for checking out the video today and hopefully from this HD video you will have been able to tell just how clean this Jeep is all the way around I think it's an excellent condition under the hood we have the 2.4 liter multi-air motor engine based very clean runs very smooth once again this Jeep has been fully safe and inspected by our service shop has a fresh oil and filter change all the fluids have been checked and topped off and this Jeep is 100% ready to go the mission sticker there is an HID headlamps really nice feature on these and I would highly recommend this vehicle from a quality and condition standpoint and to see more pictures of this Jeep or one of our other 450 new and used cars trucks SUVs minivans Wranglers renegades you name it we got a Kodora website right there www.summitauto.com full pictures and descriptions of every single vehicle from two locations all at summit auto.com and if you like to check out more HD videos you can go to youtube.com slash summit auto remember to like subscribe and share on this video and all the videos that you see there in fact in a second you see a link to subscribe to our YouTube channel in the upper left a link to more Jeep renegade videos like this one in the upper right a link to this vehicle on our website in the lower left and a link to our latest YouTube video on YouTube in the lower right click those check us out and we really look forward to helping with this super clean 2017 Jeep renegade trailhawk and alpine white thanks again for checking out the video


Now, most of us believe that after Thomas Edison or Joseph Swan of your British invented the light bulb in the 1870s, it took off as a useful everyday object in revolutionized modern lighting. However, Edison's original model used a carbonized bamboo filament, which was fragile and also didn't burn that brightly. Here's what really made the incandescent light bulb as we know it. It's the fabulous engineering that went into creating the tungsten filaments that we see in today's bulbs. Filament's perfect because its high melting point allows it to run at high temperatures. The higher the temperature, the more visible light emitted. The filament seems a simple thing, but let me show you how amazing it is. If we zoom in a bit, you can see it's a coil, not just a straight wire, but if we look even closer, we can see it's a coil within a coil. The filament starts as a wire 20 inches long and about two thousandths of an inch in diameter. The filaments then wound into a coil with 1130 turns until it's a bit over three inches long and then coiled again to the three-quarters of an inch that you see in the bulb. That's the coiled coil I showed you. Obviously the coils enable more wire to glow, but also internal reflections within the coil can double the intensity of the light emitted. As an engineer, what amazes me is the ductility needed to make these coils. Let me show you what I mean by ductile. A piece of copper has high ductility. You can bend it and then return it to its original shape. No way to do that with natural tungsten, it just snaps. To make tungsten ductile, it took elegant, creative and careful work by an engineer at General Electric. William Coolidge developed a process for taking tungsten powder and making it into wire. Just to give you an idea of the difficulty, here's an abbreviated list of the steps. One, apply great pressure to turn tungsten powder into a fragile bar. Two, heat it to 1,300 degrees Celsius and then cool it with water. Three, pass a current through the tungsten while heating it to 3,200 degrees Celsius and then cool again. Four, heat yet again to 1,500 degrees Celsius, but this time while flowing hydrogen over it. Five, pass it through a series of dyes to cold work it in the hammer it. And then the sixth and final step, heat it and then reduce the temperature. Gradually, we'll drawing it into a one millimeter diameter wire. Now I know that's a lot to take in, but take note that Coolidge used empirical observations, intuitions and past knowledge, not purely scientific knowledge of tungsten. One last thing, for the filament to last at high temperatures, no oxygen must contact it. Look what happens if I turn on the filament without the glass in below. I love that. Now if you take a close look at the tungsten, it's now black. That's tungsten oxide. To keep oxygen away from the filament, the earliest bulb simply had a vacuum. Today we filled them with argon gas. It insulates the filament and keeps it from evaporating this, allowing for even higher temperatures. Although the days of the incandescent light bulb are numbered with newer and more efficient compact fluorescence and LEDs on the market, I find that these old light bulbs, like many old technologies, illustrate wonderfully creative engineering and problem solving. I'm Bill Hammack, The Engineer Guy. Bye.


In this video, we will continue on Descent Tree Classifier. So, we saw that Descent Tree is developed in 1986 as an ID Tree algorithm and all of variants of them is used in the current modern tools. Let us look at what is ID Tree algorithm that actually to answer two things, which node to choose as root node and where to stop. This is a very key question you have to answer in the Descent Tree. So, let us see with this particular table, you have attendance, midterm marks, final marks is greater than 70, you have seen this table in multiple times. Which node to choose at the root node and where to stop. I am not going to explain solving Descent Tree in this particular table, but I am going to explain the mathematics begin, which node to choose and where to stop and you can apply that formulas on this. It involves only two things, one is entropy and the information gain. You all might know what is entropy in your field, the entropy is different, differently in different fields like electrical is different, mechanical is different. But let us see it is to measure the uncertainty in the data. That is the example, let us use it here in computer science. Entropy of X is particular, entropy of particular S is the complete set, complete data is property of S. So, that is the entropy formula, let us y to. So, entropy of S is this, this is a formula minus P i and to log P i. This i is number of classes, if it is binary, it is S or no classes, it is 2. If it is 4 classes to classify in Descent Tree, it will be 4 something like that. So, property of P i number classes. So, P i is property of S and the P 2 is property of no. So, if I apply this to two class problem like yes or no, property of S log property of S and property of no, log property of no, that is exactly given in this equation. The log 2, check this base was very, very important. The two classes, that is why we used to log 2 base, two base. If you compute this with log 2 base value for the previous table, point, previous table, let us see how many yes and how many no. 1, 2, 3, 4, 5 out of 7. So, 5 out of 7 is 0.71 and 2 out of 7 is 0.29. If you compute that in this particular log 2 value, log 2 base, then it is the value 0.87. What is this 0.87 means? Now, it says entropy. And what is this particular 0.87 means? This should I consider this as a good or bad? What is this point? Let us understand what is entropy with the property, a simple diagram. So, the diagram is not clear. This is the property value, this is the entropy. So, this is 0.5, this is 1 and this is 0 and this is 0.5 and 0, something like that. So, probability value 0 or 1, the entropy will be 0, the probability value 0 or 1, entropy will be minimum for two class classification that I am talking about. Entropy will be very minimum that is 0 entropy. For probability value is equal to 1, say probability value is 0.5, the entropy will be maximum. So, let us try to understand what is entropy measures from the probability value. So, this is maximum. So, what it tells us in a previous example, consider I have 30 students passing the exams and 30 students failing the exam. So, probability of passing the exam probability of yes, that is a past the exam is 30 by 60 total students. So, 1 by 2. So, 0.5, probability of passing the exams 0.5, which means opposite to the probability of failing also 0.5. If there are 60 students, of of them can be passed some of them, certain it is not this uncertainty, like it is no, it is like equal value. If you pick any student, it can be either pass or fail. So, always for triple probability. So, the entropy is high. Consider I have, I have probability of, I have this, so same 60 students, I have say 59 students pass and only one student fail, right. So, which means probability of yes is 59 divided by 60, it is almost 1, you know, 0.9 something, 0.9 for something or maybe. So, it is almost 1. If probability of yes is almost 1, the entropy will be very minimum. So, that tells the uncertainty to classifying this thing is very, very low. So, if you pick that value, any student from this class, you can say pass because 59 out of 60 pass, only one time it will fail. But so, that is why the probability, if it is a equal amount of both yes and no, a black and white or the two classes, entropy will be high. If the number is less, like it is only black or only white, the entropy will be low. Our aim in a decision tree classifier is to bring that entropy equal to low, not high. Because I want to make a decision of one leaf to be, this student will attend the class, this all students here will not attend the class. So, my aim here in decision tree is to bring that entropy value to as minimum as possible. That is it. That is a basic concept of what a decision tree works of. So, in a previous example, if you look at it, see 5 by 7, 2 by 7, it is almost, it is 5 by 7 and 2 by 7, it is almost what we say, it is not like a 3 by 7 or something, but 5 by 7 is also not exactly 6 by 7 by 7. So, if you see 0.71, 0.6, 0.7, if you plot that value, so 0.6, 0.6, 0.7, if you plot this value, I am sorry, it goes something like that 0.9, it is 0.87, something we have computed in the entropy. That is exactly the formula we computed in a 2 class classification problem. That is entropy. So, which note to choose? Now, you can understand which note to choose. You have to apply entropy on all classes. So, there are 7 classes, entropy is 0.87 and you have to select one of the features and create one of the applications. Say the attendance is high. If you put the attendance is equal to high, what happens to the entropy? If information gain, entropy is reducing or not. How do you know the entropy values reducing or not? It can be computed by the information gain. Let us look at what is information gain. What happens is it takes the entropy of the complete set without making any decision. They are all root. So, entropy of complete set is 0.87. I am not taking any decision. Just given a particular student, whether student will pass or not, I will just make a decision out of it. So, I will prove about 71% of time that is 0.7 in probability, but we want a better classifier. So, this is a given set entropy divided by, if I want to divide this, if you want to divide this, make a decision to be out of one of the feature, let us say I will select one feature. The feature I selected is midterm marks. So, I consider the midterm mark as a node. You have to select all other features and select different values for features. Let us say midterm marks as the node. And if I consider midterm marks as the node and what will happen is, so midterm mark as a node. So, I have selected one value. So, let us see. If I select a midterm marks as a node, we need to compute what are the classification you can make from the midterm marks. So, my root node, consider my root node is midterm marks.  One is say greater than 50, sorry less than 50 and one is greater than 50. So, I make a decision here. So, how this number comes up it is also the mission like you have to compute different numbers or you can make it to different categories or that is all about how do you start with that. So, let us say I will take a midterm marks root node and I computed two ratios less than 50 and more than 50. Now, my there are two values to be there that is a values V. So, one values of the particular A that midterm marks, that is two only two let us consider there exists two different say classification in this particular midterm marks. I am not talking a mathematical term to explain this value because my idea is to you to understand what is information kind, what is entropy in a general sense. If you want again I am telling if you want to really know mathematics begin all this, want to use exact mathematics terms or the values please go ahead and read in the internet. My idea this course is for because none which means I want to keep the maths as slow as possible but explain the core concept behind these algorithms. That is why I keep it as easy as possible. But if you are interested get motivated by this videos I request you to go and check in internet and read more. So, let us consider the midterm marks as a two values I want to make a two decisions less than 50 more than 50 only two values. So, that is exactly two values, which means what happens here is entropy of yes this is basically less than 50 marks there are 5 students who got less than 50 marks there are say more than 50 marks 5 students the two students out of 7 got less than 50 marks. Let us look at the table again once. In a midterm mark yeah that is exactly here there are two students who got less than 50 marks and all other students 5 students who got more than 50 marks. So, let us classify it. So, let us see all the two students who got less than marks is no one other than other students have like past exams. So, let us come back here when you come back here there are 5 students out of 7 who got you know less than get 50 marks that is exactly this class that is what 5 by 7 here complete set or many people are particular value the decision you are making 5 by 7 entropy of getting more than 50. So, we saw that probability of students who were passing more than 50 is 1 if the probability of if the probability of 1 which means entropy equals to 0 you know. Similarly, probability of less than 50 getting probability of passing the exam is 0 which also equal to 1 like it is also 0 both are 0 if it is 0 this value will be complete 0. So, the entropy gain is the current entropy that is 0.87. So, there is no information loss. So, maximum gain you select a node which has the highest gain to the as a root node. So, the some other if you pick semi any other node or any other decision maybe instead of if I pick a 40 you might have a different value then that value will be less gain. So, you have to pick a root node which gives you the maximum gain the gain will be computed by the current set this is currently a root node maybe next step it is not a root node maybe next step some other decision can be taken. So, then the decision you want to make then you compute this information gain formula then you compute it. So, for example, in this particular time if less than 50 you can simply draw that is it simple this decision tree of this particular given table is very simple yes and no this is only one root node. Try this decision tree with much complexity you create your own data you know with the 30 students attendance, 30 students meeting marks and 30 students engagement in the class, 30 students are submitting assignment in time and their interaction with the moodle or something like that you create a big table and also why and compute and see how this decision tree is made that is the idea. Let us see that is what is a root node and you want to know when to start is no more conditions to make. Suppose you have seen all the conditions all decision has been made and also all the options belong to one group consider you already made achieved everything to be probability 1 or 0. All the students will be in here 0s only no. If you assume that particular reach that level you have to stop the decision tree. So, you have seen decision tree right what are the drawbacks of decision tree learning list down 2 points. Please list it down after listing it down rushing the video to continue. So, the complexity increases if number of decision increases it looks very easy if you have say 5 levels or 10 decisions to make the tree looks good nice. If you have say very complex problem of 15 features 20 features and each has a different values categorical more categorical not just 2 decisions more decisions to make that tree would be very, very complex to look even it is visually good but you do not understand anything right because too complex tree and decision tree has a very, very main drawback that is overfitting. It tries to create the decision tree for the training data variable. So, it performs very good on the training data 100% accurate but on a test data it is not it is not known to perform well just because in a training data it takes all the small conditions it tries to create a new branch for a fixed condition but in test data it is not possible. So, that is a bigger problem and the greedy search algorithm I mentioned in the just starting of this video that is a greedy search tree. It means only local decision mode might lead to the next decision it is not possible sometimes you have to combine decision of 2, 3 features to make a good decision but that is not possible in decision tree. Also, it is not applicable for continuous data you have to make a decision splits before you start decision tree but latest algorithms automatically makes bins based on the probability of each bin. So, that is not a issue. So, I said that two problems right there is complexity and pruning. So, complexity and overfitting that can be solved by pruning what is pruning it is basically cutting out the branches trimming the tree right you have to your tree is very dense too big and too dense you have to cut down the branches to make it trim so that we can grow further and makes looks good exactly that is what happening in the decision tree also. Here what they do is they cut down the branches which makes not much decision then to cut down the branches to reduce the complexity. Also, cutting down such kind of pruning helps in better performance. So, in the sense it helps in improve the performance of the decision tree in the test data set also. That is other two advantages disadvantages but that can be solved by the pruning methods and other other disorders also can be taken care by the latest machine learning algorithms that is not a issue. So, in this video we saw what is decision tree learning and I request you to go and try decision tree in our tools and check it out. I did not give a complex problem for decision tree but I would request you to practice decision tree using the complex set of problems with more features more decisions to make and see how it works. Thank you.


We asked Rebecca Ahlen to sum up the most exciting developments in serial storytelling she has observed during the last years. The most exciting developments on especially on what you call new media content, which is not a good term anyway, what makes this topic so interesting is that it changes whenever you talk about it, so I can have this talk today and I'm going to have this talk next week and it's going to be a different one. A couple of years ago the first Transmedia show came or the first one I saw in the way as a series was Truth About Marika, which was a Swedish Transmedia project about a woman going missing and a lot of people sort of having to be involved and the viewer especially having to be involved in finding her and you can go across a wide spectrum of media looking for her. And I thought it was fascinating and everyone believed it to be the future and sadly it was not so. I mean there have been a couple of successful Transmedia projects, for example in Germany in the last couple of years, Dina Fox and some other ones around the globe. You really have this opportunity to tell over wide number of a multimedia access point and you think that you can sort of make a multi-platform story yet no one uses it because it's so much harder and so much more, it creates so much more energy than just sitting down and watching a good series. There's lots to learn and how to make this whole experience more rewarding especially if you're a hardcore or a medium core fan. However, I don't think that it's something that's going to evolve over the years into like a big massive genre that everyone's going to use. It's going to be niche, which is good, I like niche. Then the whole short stories, these online short stories which sort of showed boldness and storytelling being really quick and really sassy and telling different stories than you would originally see on TV, which was really fascinating for everyone and TV was really really boring and old school and heavy and here you had something that was brave and bold and new. But now it also has changed because TV has become much bolder due to all these inventions, all these new modern ways of storytelling that have become popular especially through American cable TV and Danish TV etc. Then you have something like Berlin Tag und Nacht, Berlin Day and Night, which is a soft scripted fictional daily drama that relies very heavily on a fictional Facebook site where all the characters exist and write to their audience and it's sort of a game and it's been hugely popular especially among young people where you can sort of tell stories, talk to each other, tell, give sneak peeks etc. But still always in a fictional context. So if you watch the TV series and spend time on Facebook you get sort of the full picture and you see things that other people wouldn't see so it's sort of transmedia light and transmedia mainstream which shows you that it still works. So I thought that was also very fascinating sort of moving towards that which is a lot less complicated because you only have to watch TV and be on Facebook which is nearly what everyone does anyway so a lot of people do it. But that's one way to deal with this whole transmedia storytelling but for a mainstream audience way. And then my absolute favorite one is having something like a classic non TV broadcaster such as Netflix producing really, really, really good, really classic TV. And I think that shows how the whole structure is moving and how bold everyone's becoming and sort of storytelling you don't have a broadcaster that's as limiting anymore. You do have a broadcaster that's still as limiting but there are broadcasters out there that aren't as limiting that are putting a good story in focus that are trusting people etc. with the creative process and giving that into their hands and I think House of Cards is a fantastic example of that. So it's really moving that way and I think we're moving much more closer together. I think that's if you combine all of that that I've just said which is a lot. It's sort of showing how TV and an online world are sort of zoning in on each other and as sooner or later they're going to be one and it's going to be one way to tell a story and that's what's exciting. As transmedia storytelling, the telling of stories across several media platforms plays an important role in the current development of storytelling. We have saved two of the upcoming chapters to this matter. What Rebecca Ahn called Transmedia Light, a TV series being accompanied by real Facebook profiles for its rather fictional characters has been done several times since social networks exist. This course and this chapter obviously focus heavily on audiovisual media. Everybody who's enrolled in this course and owns a smartphone or any digital camera and an internet access can create a video today and upload it to a video platform like YouTube, Bimeo or else. Everybody can be an audiovisual storyteller today. Let's leave the video and film sector for a second though and look at what other possibilities we are offered to use for free to tell our stories on the web. One central web storytelling device is the blog or with it blog fiction. For example, fictional diaries like Belle des Jours, Belle des Jours, Diary of a London Call Girl or Diablo Cody's The Pussy Ranch blog. Now look at social networks, at Twitter, at Facebook, at blogs. Those are perfect platforms that are already used to tell all kinds of stories, serial or not, be it reality based or completely fictional. If you are interested in Twitter storytelling, stories told in tweets in 140 characters, go visit the Guardian UK website and have a peek at famous authors telling a story in 140 characters. Or visit the New Yorker Twitter channel and wire fiction for Pulitzer Prize winning Jennifer Egan's serialized Twitter story experiment, Black Box. Black Box is thoroughly told in pieces of 140 character tweets, but it's a whole story, so it's more tweets than just one like on the Guardian website. Another example of web storytelling using social media would be in 2012 German ad agency Jung von Mutt and the Berlin Gorky Theatre staged the first live play of Theodor Fontane, Theodor Fontaine's classic play Effie Breeze. All characters of the play owned their own Facebook profiles and communicated on the theatre profile page via text and a video and pictures and likes. A video documenting the event and the posts itself can be seen on the Gorky Theatre's Facebook account. Effie Breeze on Facebook was a pre-designed and very well rehearsed and produced project, a one-off event. However, no theatre or agency is needed to tell stories via Facebook or other social networks. So, welcome to our creative task of the week! Last week we have dealt with character profiles for serial characters that already exist. This week we built on exactly this task by using your knowledge about how a fictional character is formed to create a new fictional one. This character can be entirely your own creation, for example created for a story you've already written or a character that you are just creating or a character that you are just creating or if that's too difficult you can vaguely base it on a classic fictional character from Lady Macbeth to Sherlock Holmes. It doesn't matter as long as the character is unique and yours with its own original name. Which also means please refrain from creating fake profiles for a friend of yours or any celebrity. First of all it's illegal and secondly because this task is like all creative tasks given to you and meant for you as a training tool and only you. No matter whether this character you create has a Facebook profile, a LinkedIn profile, a blogspot or WordPress blog with a fictional CV on it, a diary entry or else. Make sure you find a freely accessible online site and use it to make this fictional character breathe while giving him or her an online life. Have fun!


So, what would you do if you had pole genome sequence? Would you be able to better treat your diabetes? Would you be able to know that you were at risk of early onset Alzheimer's? Would you change your diet or start to exercise to address this risk? No, we actually don't know the answers to any of these questions. Just because we can sequence the genome as well doesn't mean that we understand them. We need to change genomic data into biomedical knowledge. Our bodies are highly complex. They're made up of a number of tissues and organs. They're all made up of cells that have the same genome that encodes the complexity that make us up. So, the genome is the blueprint. But we actually don't know how to read it or interpret it.  We know some things about it. We know how to tell a gene. So, that's what a gene looks like. We know how to tell some signals that turn genes on and off. But we don't know most things about your genome. For example, we don't know how to interpret and predict the outcome of most mutations. So, one might be a difference between my curly hair and your straight one. Another one might mean getting cancer or not. A single letter change can cause devastating consequences. The single letter change I'm showing you on chromosome one causes a rare disease called progeria that causes children to rage at highly accelerated pace. The key challenge here is that we don't observe most disease-causing mutations. And multiple mutations can actually lead to the same outcome. All of these people have the same disease, but it might be caused by different mutations or even a combination of multiple mutations. We need a method that can tell us what a mutation will mean whether we've seen it or not. We use deep learning to be able to understand which patterns in DNA are important. Our deep convolutional method called deep C learns associations between different parts of the genome on how they are important for molecules that interact with the DNA and then uses these associations to predict with single nucleotide precision the effect of any mutation. Something that is impossible to do if you have to rely on previously observed mutations. There's hundreds of mutations in any genome. And deep C can predict which ones of those are actually disease-causing and predict specific molecular consequences of each mutation, such as effects on histone binding or transcription factors. So now we can actually start looking at patients' genomes and interpret them. Out of hundreds of mutations that we see an etched genome of a child with autism, for example, we can identify the single letter change from C to A that causes transcription factor to no longer bind and fail to turn on important protein in the brain. Furthermore, things are even more complicated. So DNA is the blueprint and it codes not simply the parts but when to make those parts. And then those parts or genes actually interact with each other in a highly complex and coordinated fashion that makes cells work. We use AI on very large collections of biomedical data to build network models that represent how these genes work with each other to make cells work and to understand what happens in disease. For example, an autism gene shown here in red might interact closely with genes involved in making connections among neurons in blue or genes involved in early development in yellow. Identifying such patterns in the networks using machine learning will enable us and does enable us to make predictions about new genes potentially involved in autism. Furthermore, we can then use networks that are tissue-specific to understand the actual role these genes play in disease. So here one of those predicted autism-associated genes that has since actually been found mutated in a child with autism is put in a specific pathway context that explains how it is actually underlying the disease. We use such machine learning methods and network models to study a number of important biomedical questions. We study a number of diseases from autism to neurodegenerative disease to cancer and we work very closely with experimentalists and clinicians to take these predictions and turn them into actionable clinical hypotheses. We're also very interested in understanding drugs and drug effects in predicting off-target effects and minimizing them and in being able to use network models to repurpose drugs from commonly studied to rare diseases. While we study questions that are deeply rooted in human health, we use information across model organisms such as mouse so that we can enable detailed experimental investigation. I started by asking you what you would do if you had your whole genome. So to really enable the promise of personalized and precision medicine, we need to not only be able to predict which mutations are disease-causing but be able to understand precise effects of each of those mutations, put it in a specific cellular context, then be able to integrate this across genes and other biomolecules such as metabolites and put this together into a picture that involves multiple cell types, multiple tissues, multiple organs and integrate detailed environmental factor models to truly be able to transfer the information about molecular biology to whole organism physiology.


Andara, a site covered in the past, yet for an entirely different reason. Our experience along this path of discovery, now allowing one a window, a glimpse, into a deeper, more compounding layer of evidential detail, unraveling a tangled web of lies weaved over generations of regurgitated fiction, accompanied by supportive evidence to again reinforce the original instinctual hypothesis created some 10 years ago now. In particular, in regard to who could have, in reality, possibly created these mind-blowing or gargantuan ancient megalithic ruins. Sites we have touched upon or researched in the past, however from a less experienced evidential angle, thus we feel they are justified a refined revisit. But I digress. Andara is a claimed iron age settlement, yet what I am about to demonstrate is that not only is this yet another lie, but that the evidence be overwhelming to support this claim. The choice of stone used in these once exquisitely finished ruins decoration, for example, not only reminiscent of Persepolis, but due to its clearly much greater level of erosion, they would also, as the art would suggest, far predate Persepolis itself. Yet the belief structure, the artistic evolution, and by default, the same civilization responsible for both and indeed the mythological depictions are undeniably linked, A. Andara being located in Syria and claimed as dating as far back as the Iron Age. We have covered the magnificent Lamas soon, found within Persepolis, within a two-part special previously. This extraordinary, seemingly superhumanly precise stone carved sanctuary, however, although clearly possessing a more advanced depiction of the same creatures found at an apparent Iron Age basalt site, which is actually geographically over 1500 kilometers away and dated to a completely different era. Regardless of academic opinion, sheer unarguable evidential similarity and due to erosion levels can be correlated with the evolution of the depictions, along with the civilization responsible's past yet now lost abilities. From A. Andara to the Lamasu of Persepolis is clearly an artistic evolution of the mythical creatures depicted on the basalt stones claimed as Iron Age within A. Andara. Furthermore, although only a suspiciously tiny portion remains of the basalt floor, a quietly guarded area found at the foot of Kyops upon the Giza Plateau, or more accurately Foundation, although only a remnant of what once was probably one of the most significant parts of the ancient ruins themselves, it still holds countless undeniable curious tool marks, each of which clearly made with a tool unarguably tremendously more powerful and capable than that of what academics claim the builders of the pyramids and their constructors wielded that of copper tools. It all but now seems an insult to one's intelligence. We clearly find A. Andara highly compelling.