The Experimentation Imperative

Hello!

exitcreative - clay parker jones exitcreative.net/blog @clayparkerjones

!!!!!!!!!!!!!!

exitcreative - clay parker jones The Experimentation Imperative Why you have to experiment, not just do.

Caveats: 1. I am not a scientist 2. I don’t have all the answers 3. I am not a crook* * though 90% of these images are lifted

exitcreative - clay parker jones

Weather modification is fascinating.

I’d kill for a beer.

Silver Iodide

NOT from a Bond movie.

“ “...how can we use this?”

Operation POPEYE - 1967-’72

Irving Langmuir and Vincent Schaefer

117 153 Bigger eye = slower winds

Hurricanes have multiple eyewalls...

If you make a second, larger eyewall...

The inner one will die

YAY! And then you win.

Hurricane Debbie - 1969 figure 1: hurricane debbie path Newfoundland: Our bad. Victory! Seeding! figure 2: hurricane strength 1 2 3 4 5

But this was a bad idea from the start.

In re: chaos

Ross Hoffman, 2006 Controlling Hurricanes Through Optimal Perturbations ★ The atmosphere is chaotic ★ Extreme sensitivity to small changes or “perturbations” ★ A series of “just right” perturbations may control the weather

$1.8 BILLION 6 DEATHS figure 1: hurricane strength 1 2 3 4 5

ORI G INA L PATH What if you could change something?

ORI G INA L PATH T E MP O NLY What if you could change something?

ORI G INA L PATH T E MP O NLY TE M P & WIND What if you could change something?

Which wings?

How is this translating into digital?

New and better banners? Banner Birth Control Ineffectiveness Effectiveness

Bigger=better?

Surprises?

Fun, but one-off

BIG ideas?

Re-mixable excellence

Business solutions?

Crazy awesome, who takes you here?

Things that defy the system?

Behavioral + multiplatform = interesting

[TYPICAL] $0.16/VISITOR $433/VISITOR DOM AINAT ION, EFFIE AWARDS, 2009

Hypothesis: Digital marketing can be a good for both companies and consumers.

Human Behaviors Digital Brands Things

We’re selfish with knowledge

Experimentation!

Causal relationships among variables.

Maybe: Research

Maybe: Testing

Maybe: Campaigns

Ripe topics: 1. Digital Anonymity 2. Fan Causes 3. Brands + Services 4. Competition & Rewards

Digital Anonymity

What about the “normal” web?

People follow:

Directions

Other People

Fan Causes

Moustachette: http://moustachette.com

Hey, it worked! FB FANS: 1,189 TRAILER VIEWS: 18,000 ILLINOIS FILM FESTIVAL TWITTER PHILLY FILM FESTIVAL FOLLOWERS: 6,811

Fans + Causes = Awesome

Brands + Services

Mobile App Spreadsheet: http://bit.ly/1QW7tO Scanning 200+ branded and unbranded applications on iTunes to judge afﬁnity, desirability, and rating. Adds more texture to the “downloads” stat.

Ratings Concentration, Android RATED 4 AND ABOVE ALL RATINGS

Ratings Concentration, iPhone RATED 4 AND ABOVE ALL RATINGS

Odosketch: http://sketch.odopod.com

Sketch by the numbers TOTAL USERS: 16,000 TOTAL SKETCHES: 65,000 AVERAGE TIME: 4:10 3-4 PAGES VISITED

Sketch by the numbers TOTAL USERS: 16,000 TOTAL SKETCHES: NOT EASILY 65,000 REPEATED AVERAGE TIME: 4:10 3-4 PAGES VISITED

“Draw Your Soul”: http://bit.ly/3EcPBZ People follow directions, provided easy tools.

Possible to do the same under a different name?

...Is brand equity online good for service adoption?

Competition and Rewards

Swoopo: http://swoopo.com The crack cocaine of e-commerce sites.

LadyData: http://donq.com

People like to compete

Work Time!

Ground rules: 1. An actual hypothesis 2. Think longitudinal v. episodic 3. Isolates variables/causes

We’ll build two of them to start, and share the data.

exitcreative - clay parker jones exitcreative.net/blog @clayparkerjones

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The Experimentation Imperative

by Clay Jones on Oct 16, 2009

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The Experimentation Imperative — Presentation Transcript