Tuesday, 22 April 2014

Decision Support is good for Your Health

1.      The system discussed in this case was a decision support system.  However, other types of computer aided support are utilized in medicine. Can you think of ways that the medical profession could use AI systems?  For example, how about pattern recognition?  Could that help in diagnosing illness?




Other than decision support system, there are many additional types of computer aided support systems available to detect illnesses and diseases. One medical profession that uses AI systems is neural networks to detect the cancer cells in mammograms and other tests. This is useful because cancer cells have many different shapes and stages which are hard to be recognized and differentiated by human eyes.


Pattern recognition is another way of Artificial Intelligence (AI) systems that assist hospitals with their diagnoses. For example, large hospitals in this case study are very fortunate to have obtained large amount of data through a large volume of patients. Through all of this data, AI systems can be used to detect patterns in illnesses.  When these systems see a pattern in the way illnesses are showing up, doctors can use this information to extrapolate possible causes of the illness by tracing it back to the origin. By using this way, the general public can actually take preventative measures to avoid illnesses.


2.      A big worry in the collating and aggregation of medical information across departments and even medical institutions is that the more access there is to a person’s medical information, the more exposed that personal information becomes.  HIPAA (Health Insurance Portability and Accountability Act), signed into law in 1996, addresses the security and privacy of your health data.  The law was enacted to try to ensure that medical records, electronically stored and transferred, would be protected.  Do you think that making your medical records available to the various branches of the medical industry (doctors, therapists, insurance companies, hospital billing, etc.) is, on the whole, good or bad?  Why?  Can you think of any instances where disclosure of medical information could cause problems for a patient?
 
 

In our point of view, using information systems to store medical records is not a bad thing. In fact, it is beneficial. One file per patient across all departments is good that copies don’t have to be made continually. Document storage is saved. Besides a medical staff could always consult the patients’ medical records, he or she does not need to wait for someone who is using the file. In addition, the corrections made in one part of the file are then available to everyone instead of inconsistent information being stored.

On the contrast, when a patient divulges information that can be traced directly, there is a potential for harm.  For example, the medical insurance companies might decide not to cover an individual due to preexisting condition that happened to a patient who wants to buy insurance.  Besides, disclosure of medical information could cause the employers choose not to hire the potential candidate based on prior medical history.
 
However, this information leaking problem could be avoided by HIPAA (Health Insurance Portability and Accountability Act), which addresses the security and privacy of the patients’ health data. All medical records, electronically stored and transferred, would be protected. 
 
3.      Could analytics be a part of the HHC decision support system?  If so, what sort of data would it analyze?  What might it tell medical staff?  Would it be useful only to those who are already ill or could it help healthy people? How?
 
 
Yes, predictive analytics is a part of the HHC decision support system. Experts use predictive analysis in health care primarily to determine which patients are at risk of developing certain conditions, like diabetes, asthma, heart disease, and other lifetime illnesses. This information could be analyzed from the patients’ data of sugar level, hearth motions and etc.
Analytics are useful to both sick and healthy people. With the correct data, doctors can analyze certain lifestyle decisions and see the result of those decisions. Coupling lifestyle information with other information like the demographics of an individual can greatly increase the power behind the data. Doctors would then be able to notify the public of certain lifestyle decisions’ consequences. To sick people, analytics help to determine the origin of the illness so that they can seek cure accurately. To healthy people, analytics help to forecast the likelihood to get illness from the living style so that they can correct it such as quit smoking and do more exercises.

 
4.      A clinical study has shown that telemonitoring, discussed briefly in this case, helps in keeping down medical costs.  In fact, monitored patients were hospitalized about half as often as those with the same illnesses who were not monitored.  Emergency room visits were five times more likely among those who were unmonitored.  What types of illnesses could be monitored this way (think chronic diseases like high blood pressure)?  Would it make sense to use the system as follow-up care?  How could this data be utilized to help those might become sick in the future?  Into what part of Isabel would this data fit?
 
 
Using telemonitoring systems can be very useful and cost effective for a hospital. They can be used to lower costs of patient visits as well as avoiding revisits.  The illnesses where telemonitoring systems would be the most effective could include illnesses that recurring in nature. For example, diabetes, high blood pressure, and even infections that require antibiotics.
 Undoubtedly, telemonitoring is an effective follow-up care system as well as post operative care. Together with predictive analytics, follow-up care with telemonitoring could avert many situations that could become emergency room visit. It would provide an effective way to not only remind patients to take their medications but also retrieve vital information on that patient. When these patients arrive at the hospital, the doctor will already have a wealth of knowledge on the patient’s current status.
By monitoring, Isabel helps the clinician to take into consideration of the situations and incidents happened during the period so to more accurately diagnose the patient’s real illness and make the latest medical information readily available at the point of care.
 
5.      Could an automated medical diagnosis system ever replace live doctors?  Why or why not?  Would you trust an experienced doctor over a database that you could query yourself?  Why or Why not?
 
 


Definitely that an automated medical diagnosis system is useful and brings a lot of benefits to the illness diagnoses process. However, we don’t think that the system could replace real doctors. Even though system could be more accurate than the doctors but it can’t bring comfortable and relaxing feeling to the patients. Sick people are normally in anxious and stressful condition during the diagnoses or treatment. System will only question them to get the answers the system needs. It might causes the patients provide inaccurate information during nervousness. On the contrast, a human doctor can calm the patients down and make them speak their symptoms out. A complex amount of information that is not tangible and cannot be spoken or inputted into an algorithm:  Eye contact; Subtle physical movements; How they respond to questions – does their tone change when describing a particular symptom; How they smell; How they are sitting; The reaction of family members when the patient responds to a particular question; What they are wearing; Any signs of underlying trauma; and much more. This information is crucial for the doctors to make accurate decision on the diagnoses.
I would rather to trust an experienced doctor over a database that I could query myself. When I am in sick or going to be sick, I have unclear mindset that I might not able to tell the real situation of my symptoms. Without correct data the system might be making wrong diagnoses. However an experienced doctor could tell my actual pain from my expression when they try to find the real spot of illness. During sick time speaking much is truly not easy. This could be solved by an experienced doctor.
 

Crystal Ball, Clairvoyant, Fortune Telling ... Can Predictive Analytic Deliver the Future ?

Question 1: Many predictive analytic models are based on neural network technologies. What is the role of neural networks in predictive analytics? How can neural networks help predict the likelihood of future events. In answering these questions, specifically reference Blue Cross Blue Shield of Tennessee.




The roles of neural networks in predictive analytics are Function approximation, Forecasting, Classification and Clustering.

Predictive analytics can be helped with neural networks when there is a very large quantity of information available for examination. Neural networks examine literally thousands of bits of information to find relationships and patterns. The likelihood of future events in neural networks are assisted by the fact that they can learn to adjust to new circumstances, lend themselves to parallel processing, function without having all the information or having that information in a structured format, copy with huge amounts to data with different variables, and analyze relationships found in the data
Blue Cross Blue Shield of Tennessee has a neural network which they use to predict health resources that will be needed after certain procedures. The patterns they find can help determine if a patient will have a reaction to the procedure. Having this data quickly can help save health care costs and patients.


Question 2: What if the Richmond police began to add demographic data to its predictive analytics system to further attempt to determine the type of person (by demographic) who would commit a crime by demographic data (ethnicity, gender, income level, and so on) good or bad?


There are good and bad to add demographic data to the predictive analytics system. The good thing is that police not only can predict crime the particular crime will occur, they even can focus on certain suspect and prevent the crime happen. If the police have use demographic data in the predictive analytics system, the possibility of 911 happen would be lower a lot.

However, it is hard to predict the true attitude of a human being. Although some might be lower probability, anyone can commit a crime no matter who is she/he, rich or not rich or even good or bad character. It is not human to say someone will commit a crime just because of his/her ethnicity, gender, income level, and so on. Is all muslim terrorist? Or because your skin is black then you certainly violence? or because you commit a theft once means you forever will steal? The answer is definitely not. We are using technology to have better life, not use technology to make transform us to become robot.
Question 3: In the movie Gattaca, predictive analytics were used to determine the most successful career for a person. Based on DNA information, the system determined whether or not an individual was able to advance through an education track to become something like an engineer or if a person should complete only a lower level of education and become a junitor. The government then acted on the system’s recommendations and placed people in various career tracks. Is this good or bad use of technology? How is this different from the variety of personal test you can take that informs you of your aptitude for different career?


Using technology system to determine a person future based on DNA is certainly a crazy thinking. Yes, by using technology, People may predict a person strength or weakness from the DNA however,  if the system show that your DNA is very suitable to become a lawyer, does it means that even you do not put afford, you will still become a lawyer? Did everyone still remember the story of turtle and rabbit? From DNA or even physically, Rabbit is faster than turtle but if rabbit did not put afford, it will still lose to a turtle.
 



Using technology system to determine a person future is totally different with personal test. A personal test is a test where let you know what is your current attitude and by having such attitude, which career suitable you. It did not mention you only can become what stated in the personal test. The lesson behind the personal test is you must change in order to suitable to the career u aim for.


Question 4: What role can geographic information system (GISs) play in the use of predictive analytics? As you answer this question, specifically reference FedEx’s use of predictive analytics to:
(1)    Determine which customers will respond negatively to a price increase and
(2)    Project additional revenues from proposed drop-box locations.


GIS design to analyze information in map form. By knowing a particular area preference, FedEx could predict that the mindset of the customer toward the new policy or price. Whether the people in that area could accept or could not. If a place is developed and buying power is higher, normally the acceptance of increasing prices is better as long as you provide better services as their aim is to have best services rather than cost saving services. Besides, Fedex can choose area that suitable to put dropbox by viewing the surrounding. If the surrounding is more towards fast vihickle, it means that it is not suitable for vehicle or people to stop and drop mail into the drop box.


Question 5: The department of Defense (DoD) and the Pacific Northwest National Laboratory are combining predictive analytics with visualization technologies to predict the probability that a terrorist attack will occur. For example, suspected terrorists caught on security cameras who loiter too long in a given place might signal their intent to carry out terrorist attack. How can this type of predictive analytics be used in airport? At what other buildings and structures might this be used?

Predictive analytics could be a powerful tool in fighting terrorism. For example, if airport security saw a suspicious person frequenting an airline terminal, they could detain him, check his background and if the findings warrant, do more in-depth research on things like his travel activity. The results, when compared to other terrorists’ profiles, might reveal his link to a terrorist group.

Predictive profiling offers a unique approach to threat mitigation that begins from the point of view of the aggressor/adversary and is based on actual adversary's methods of operation, their modus operandi. This method is applicable to securing virtually any environment and to meeting any set of security requirements. When predictively profiling a situation, person or object one identifies suspicion indicators that correlate with an adversary's method of operation. For example, if a security officer observes a person walking with an empty suitcase in an airport (the suitcase appears very light; it bounces off the floor) he may identify this suspicious behavior as an indication of a possible terrorist or criminal method of operation because:

  • The person may be involved in theft or shop lifting (using the empty suitcase to stash what he would steal)
  • The person may be involved in surveillance activities (the suitcase is only a prop to fit the airport environment)
  • The person has dropped a bomb somewhere in the airport and is now exiting

Other than airport to use the predictive analytics with visualization technologies, other buildings such as museums, public library, shopping centre and historical places (such as monuments) can apply the same method to detect the possible terrorists. The public places with crowd can easily become the target of terrorists as they are not easily detected and can escape within the public, not easily being spotted.


 
 

WHEN MAKING A DATABASE OF PRIVATE AND COMPANY-STRATEGIC INFORMATION AVAILABLE TO THE PUBLIC CAN BE GOOD

GlaxoSmithKline Plc (GSK) is a British pharmaceutical company that is headquartered in London and is currently the world's sixth-largest pharmaceutical company. It is a research company with a broad portfolio of pharmaceutical products that include anti-infective central nervous system (CNS), respiratory, gastrointestinal / metabolic, oncology and vaccines.
 




1.          What is your first reaction to Glaxo’s approach to finding a cure for malaria?  Is it a legitimate initiative or simply a smoke-and-mirrors marketing ploy to get the public to believe that it cares about so-called neglected diseases in third-world countries?
 
 
Honestly speaking, my first reaction to Glaxo's approach to find a cure for malaria was not positive. Although the company has corporate social responsibilities to be fulfilled, but it could harm the company's customer base and does not bring good return to the shareholders. As a pharmaceutical company, it is always profitable to research and come up with a cure, formulate a product and recover the expenses with profits from the market. With regards to legal grounds, the company will not be questioned since sharing the data for research is not a problem until and unless there are prohibitions or rights against publicizing the data.


Besides, Glaxo’s approach could be a marketing ploy to show that the company cares and it's helping the researchers find a cure for it. However, personally I think that this approach would not be successful because I think that Glaxo is lacking on its social responsibilities that will harm the company's position in the market.
 
2.     What role could a social media tool like Facebook play in supporting this initiative?  What information could Glaxo and the volunteer researchers share on Facebook to speed up the process of finding a cure for malaria?
 
         
Social media has made its growth to a level that everyone changed the way of businesses operation. As a successful organization, each business wants to get it noticed and develop a better understanding of its consumers. Social media have changed the marketing, advertising, PR, promotion and research dynamics for businesses. It has an impact on business processes, systems and communication. Social media presence has become mandatory, and more companies are convinced of the benefits accrued from it.
 
In GSK, the CDD web service combines elements of a Facebook-like social network with an Oracle-style database. Any researcher who registers on the CDD site will be able to see graphical depictions of Glaxo's compounds and relevant chemical and biological data. The database will allow them to upload their own data to be viewed by other researchers. By having social media in applying in pharmaceutical company, the researchers may share their ideas or constraints so that others could have brainstorming in reaching improvements or solutions. Two heads are better than one; ideas are circulated thru discussion and information sharing so that process to find a cure for malaria could be expedited.
 
The service is free of charge. If a researcher wants to combine the data with proprietary information, CDD also offers a fee-based, secure version of its site that allows researchers to lock up information they want to keep secret.
 
 
3.     Search the Web and find at least two sites at which you can participate in “saving the world” through some sort of crowdsourcing initiative.  What sites did you find?  Who sponsors the site?  What is the “save the world” focus?
 
 
UNICEF “Innovate for Children”
The United Nations Children’s Fund (UNICEF) launched its Innovate for Children platform, underscoring the agency’s commitment to innovation for social change. The site allows users to offer comments and feedback to challenges that UNICEF staff members submit to the public. Users can also apply to get involved in projects that the agency is currently working on. 
 
This project is sponsored by the members who are mainly the public’s donation. UNICEF’s work focuses on improving lives for children and their families in a number of ways, including better education, protection and development. This platform aims to enhance UNICEF’s innovation process by encouraging dialogue and co-development to support the successful delivery of end-user driven and innovative services, products and systems.


Toyota Ideas for Good

This is a unique initiative centered on what Toyota has been doing for many years—repurposing its innovative automotive technology to benefit society in the non-automotive space. The campaign builds upon Toyota’s DNA of quality, reliability and durability, as well as its commitment to innovation, by inviting consumers to share their own ideas to improve quality of life beyond the automotive world.
The “Ideas for Good” initiative empowers people to imagine new possibilities for Toyota technologies. The public is invited to share ideas on how to repurpose Toyota technology through the “Ideas for Good” program sponsored by Toyota. Consumers are challenged to find new, non-automotive applications for five distinct Toyota technologies to ultimately benefit society. The public can learn about Toyota’s technologies and how to share their ideas at their website.
 
The online hub will also host case studies and videos that highlight organizations leveraging Toyota technologies to improve consumer experience and well being. These organizations include NASCAR, Yellowstone National Park and Wake Forest University Baptist Medical Center.

When making a database of public information available to the public can be bad

Q1: Let’s separate the two issues. First, law enforcement agencies frequently publish the location of red-light camera programs and speed traps. Should that published information be made available through an app to help drivers avoid getting ticket? Why and why not?

In our opinion, since the information of the location of red-light camera programs and speed traps are published, the information should be made available through an app. The purpose of the red-light camera programs and speed traps is meant to guild driver to follows the rule and usually those area with such camera are the hot-spot of accident. The only way that the driver could use the apps to avoid tickets, is to follow the rule at the particular area and this no doubt helping reduce accident happen in certain area.


Q2: Second, let’s consider location information for DUI checkpoints. IF law enforcement agencies publish this information, is it okay to have an app for drivers? Why and why not? If law enforcement agencies do not publish DUI checkpoint information, is it okay to have an app that alerts drivers to those locations? Why and why not?

Same as Question 1, we still think that if the information is published, it will be okay to have such apps. The worried about drunk driver using such app to avoid DUI somehow could be untrue. This is because how could a driver being alerted by apps if he or she is drunk? Even the drunk driver is alerted by the apps, could the drunk driver react accordingly when he or she is drunk. The answer is negative.  However, if DUI checkpoint information is not publish, due to data protection act and public safety act, such information shall not be publish thru an apps as it is ageist the law.

 


Q3: Many people believe that drivers should not use a smartphone at all, even for making phone calls, while operating a vehicle. What kind of potential danger does this added distraction create? How often do you drive and use your phone? For what purpose do you use your phone?

Drivers who use smartphone making phone call are four times more likely to get into a crash serious enough to cause injury. The risk to the public is serious. Driver could not be focus when he or she is talking while driving even using a hand free. However, smartphone could use as GPS. A GPS system could guild the driver to the correct direction by voice speaker. Driver need not even look at the smartphone and the driver could focus on the driving. Myself are very unlikely to use phone while driving even GPS as I need full focus while driving. I will only use my phone if I really lost and do not know the direction and at that time I will stop my car and open gps or call for helps.

 
Q4: Isn’t the sharing of information, such as the location of a DUI check point, protected freedom of speech by the Constituition? Can the government really create laws to prohibit this? On the other hand, is it ethical for drivers to share this type of information so that a drunk driver can avoid being caught?

There is always a balance with the freedom of speech and the public safety. If sharing of DUI check point really being misused to let drunk driver avoid being caught, then this action shall be prohibited as this will cause safety problem to the road user. However, if there isn’t any evidence showing that this sharing information did help “drunk” driver avoid being caught but just let driver become drive smarter, the government could not pass any law to prohibit public to share any information under the freedom of speech. However, it is always not ethical to share such information if the purpose is to help others to avoid being caught but it will be ethical if the intention is to let others driver to drive safely.

The Business of Social Media and Making the ROI Case



Question 1: Let’s suppose your current annual sales are $1 million. You implement a social media strategy and begin generating $200,000 in revenue through your Facebook page. At the end of the year, your sales are till $1 million. Was your social media strategy successful? Why or why not.

It is very hard to say whether the social media strategy success or not. It is depending on from which angle you look into it. If is from Bottom Line revenue perspective, the social media strategy is not successful as when Facebook is generating revenue, other outlet/webpage’s revenue is declining and in the end, total annual revenue is not increasing.

However, other than revenues perspective, the social media strategy can consider as successful in line of having more analytics. We can gather invaluable information from other people to come out with better decisions. We can recognize our customer better in their preference. We can grouping up our target people by knowing who are the one really buying our product and who are just surfing for fun. This kind of information could not be measure by monetary value but is very important to the business’ future.


Furthermore, by having the social media strategy, we can increase our brand awareness and have better relationship with our customer. It is much important to know that how many people are talking about our business then how many revenue has increase. And when having facebook, we can easily connect with the customer and by having fun chat; the relationship between the organization and customer will increase.


Question 2: Every social media strategy costs money to implement, and we listed a few of those costs in this case study. Create more comprehensive list of social media strategy costs. Briefly describe each cost and indentify it as either a fixed cost or variable cost.

According to US market price, the social media strategy costs are listed down as below.

Fix cost:
      1.       Custom design and template creation : $1,000 -$5,000
      2.       Writing/Editing Content for the blog plus ongoing training: $500 -$4,000 per month
      3.       Account Setup: $500 - $ 2,000
      4.       Initial Page Setup: $500 - $2,500
      5.       Monthly Content Management and Creation: $500 - $3,000 per month

Variable cost:
      1.       Social Media Marketing teams : $5,000 - $10,000 a month
      2.       Social Media Consultants in-house team: $5,000 - $20,000 a month
      3.       Writing/Editing Content for the blog plus ongoing training $500-$4,000 a month
      4.       Ongoing Account Management and Training: $500-$3,000 a month
      5.       Ongoing Reports and Advisement: $500-$7,500 a month
      6.       Social Media Workshops: $500-$7,500 [Half-Day (Up to 4 hours)]
      7.       Social Media Speaker: $1,000-$5,000 one hour


Question 3: Suppose you have a successful business with a well-liked product. One day something goes wrong and you ship 100,000 defective products. Almost the entirety of your customer base is disgruntled. What social media strategy would you employ to help? Why? Would you be better off just “waiting for it to blow over” or even sticking your head in the sand”?

We will use strategy as below:
1) Social Listening
  • Listening for conversations about our company, competitors and most import is those negative news
2) Social Conversation
  • Finding and responding to conversations online – engaging with others in social media, explain to them the reality behind the story.
3) Social Marketing
  • Giving warranties or replacement to those defective things.
  • Launching and running campaigns and promotions in social media.
4) Social Analytics
  • Measuring and analyzing results of social media efforts across various platforms
5) Social Influencer
  • Identifying and engaging with influencers that are relevant to your company or industry.
**It is always the worst if we choose to sit and waiting for it to blow over. No matter what happen, face it is better than running away from it.


Question 4: In the case study, we listed five steps to success. Indentify two others and briefly describe them.
      
      1)      Strengthen Relationships
Attend offline events related to your industry—not only to strengthen your knowledge base but also to network and strengthen relationships with those you might have conversed with via social media but never met in person.

 2)       Measure Results

Since we have Goal and objective, we should measure it.

Four common measurements:
  • Improve brand presence across social channels—The measurement goal here is an increase in the number of followers on Twitter, number of fans on Facebook, number of comments, number of times your brand is mentioned in blogs and forums and so on.
  • Increase positive sentiment about your brand—The goal here is to convert the number of positive mentions while taking note of negative mentions.  Has the ratio of positive to negative comments improved?  With the good comes the bad in social media. Get used to it!
  • Develop relationships for future partnership opportunities—This goal is to keep track of those with whom you’ve connected.  For example, if you met a potential speaker for your webinar, include that person into your digital Rolodex.  If a vendor contacts you through your blog, capture that lead and take note.
  • Increase traffic to your website—Keep track of visitors to your website who come from each of your social media sites.  If you’re promoting an event using social media, consider using a unique code to track the campaign.