AIMIA December 2012 Future of Digital
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Slides from the AIMIA Future of Digital day - with annotations so you get the flavour
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AIMIA December 2012 Future of Digital
- 1. Hello. Eaon Pritchard Behavioural Science Sputnik Agency @eaonp
- 2. Good morning Sydney – anecdote about first thing I knew about Australia as a kid was the men;on of Narabeen Beach in Surfin USA – back in 70s we oBen learned about stuff first from popular culture
- 3. CHINDOGU Something I learned about this year….
- 8. UN-USELESS Is a lot of what we churn out in digital marke;ng like this? Kinda works a bit but mostly un-‐ useless….
- 9. Some lessons we s;ll haven’t properly learned from back in 1999…
- 10. unless you include "recep;ve", you're was;ng your ;me… HT @johndodds
- 11. Good grief
- 12. THE TECHNOLOGY ALWAYS COMES FIRST…
- 13. Redundant tech…then DJ Pierre found one in a bargain bin in 1986
- 14. A genre was born
- 15. THE TECHNOLOGY ALWAYS COMES FIRST… THE TECHNOLOGY GETS ADOPTED BY PEOPLE MARKETERS PILE IN AND SPOIL EVERYTHING
- 16. THE TEXAS SHARPSHOOTER FALLACY See h[p://eaonpritchard.blogspot.com.au/2012/12/the-‐facebook-‐texas-‐sharpshooter-‐ fallacy.html
- 20. BEHAVIOUR
- 21. WHAT KIND OF THING? FEW CHOICES Considered Copying choice Experts INDEPENDENT COPYING CHOICE Guesswork Copying Peers MANY CHOICES thx @herdmeister
- 22. Don’t drink and drive? Bit of behavioural economics/nudgey-‐ness
- 23. PERSPICACITY
- 24. Blackadder: There was one ;ny flaw in the plan. Baldrick: what was that? Blackadder: It was bollocks.
- 25. The standard economic analysis assumes that humans are ra;onal cost-‐minimising and socially isolated individuals with stable preferences This is also bollocks.
- 26. We all… Use ‘rules of thumb’ (heuristics) Are heavily influenced by what we think/see others doing (norms) Are influenced by how choices are presented (framing)
- 27. Bat and ball Daniel Kahneman Bat and Ball test
- 28. We know she’s angry automa;cally
- 29. 23 x 17 = 391 But we have to think to do this
- 30. Even judges are fallible HT @brainjuicer
- 31. You’re more likely to get a lenient sentence if the judge sees you aBer a coffee break
- 32. Mostly system 2 a[ributes…hmm
- 33. 2012 greatest hits – Julia’s emo;onal rant against Tont Abbot’s sexism
- 34. P&G ‘best job in the world’
- 35. Nike
- 36. Naked – Steal Banksy for Art Series Hotels
- 37. Dumb ways to die
- 38. Is it ;me to stop talking about the death of brand adver;sing?
- 40. MOMENTUM Word of the year…
- 41. Kickstarter – great example of momentum HT @johndodds…
- 42. MOBILE? Mobile now less about tech – it’s a behaviour… Anecdote: Hillsborough cover up couldn’t happen today now we all have the power to report
- 43. 2013 – which bubble might burst?
- 44. BIG DATA? Big data? Big bollocks more like? We s;ll need human interven;on And the way even small data is presented triggers biases such as anchoring. More is not be[er, in fact it’s harder to find the insights.
- 45. Joe Pyne – Frank, does that long hair mean you are a girl? Frank – Does your wooden leg mean you are a table. *Anchoring
- 46. V Nate Siver – used stats to prdict US elec;on pre[y accurately Students with no data also did pre[y good just by looking at faces
- 47. Big data is the new oil? Maybe the new cocaine – go easy – once you pop you can’t stop
- 48. Cookies, tracking, retarge;ng? Or emo;onal, valuable experiences that people want to be involved in?
- 49. Last word from Paul…
- 50. Feliz Navidad. Eaon Pritchard Behavioural Science Sputnik Agency @eaonp Thanks and Merry Christmas…