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The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
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The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
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The Experimentation Imperative

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I presented this deck—ranging from weather modification and hurricanes, through chaos theory, to digital advertising, to digital experimentation. …

I presented this deck—ranging from weather modification and hurricanes, through chaos theory, to digital advertising, to digital experimentation.

My proposal: a system of digital experiments, owned and run by planners and strategists, to isolate the interesting variables that make a difference in the online world.

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  • 1. Hello!
  • 2. exitcreative - clay parker jones exitcreative.net/blog @clayparkerjones
  • 3. !!!!!!!!!!!!!!
  • 4. exitcreative - clay parker jones The Experimentation Imperative Why you have to experiment, not just do.
  • 5. 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
  • 6. exitcreative - clay parker jones
  • 7. Weather modification is fascinating.
  • 8. I’d kill for a beer.
  • 9. Silver Iodide
  • 10. NOT from a Bond movie.
  • 11. “ “...how can we use this?”
  • 12. Operation POPEYE - 1967-’72
  • 13. Irving Langmuir and Vincent Schaefer
  • 14. 117 153 Bigger eye = slower winds
  • 15. Hurricanes have multiple eyewalls...
  • 16. If you make a second, larger eyewall...
  • 17. The inner one will die
  • 18. YAY! And then you win.
  • 19. Hurricane Debbie - 1969 figure 1: hurricane debbie path Newfoundland: Our bad. Victory! Seeding! figure 2: hurricane strength 1 2 3 4 5
  • 20. But this was a bad idea from the start.
  • 21. In re: chaos
  • 22. 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
  • 23. $1.8 BILLION 6 DEATHS figure 1: hurricane strength 1 2 3 4 5
  • 24. ORI G INA L PATH What if you could change something?
  • 25. ORI G INA L PATH T E MP O NLY What if you could change something?
  • 26. ORI G INA L PATH T E MP O NLY TE M P & WIND What if you could change something?
  • 27. Which wings?
  • 28. exitcreative - clay parker jones
  • 29. How is this translating into digital?
  • 30. New and better banners? Banner Birth Control Ineffectiveness Effectiveness
  • 31. Bigger=better?
  • 32. Surprises?
  • 33. Fun, but one-off
  • 34. BIG ideas?
  • 35. Re-mixable excellence
  • 36. Business solutions?
  • 37. Crazy awesome, who takes you here?
  • 38. Things that defy the system?
  • 39. Behavioral + multiplatform = interesting
  • 40. [TYPICAL] $0.16/VISITOR $433/VISITOR DOM AINAT ION, EFFIE AWARDS, 2009
  • 41. exitcreative - clay parker jones
  • 42. Hypothesis: Digital marketing can be a good for both companies and consumers.
  • 43. Human Behaviors Digital Brands Things
  • 44. Human Behaviors Digital Brands Things
  • 45. We’re selfish with knowledge
  • 46. Sad.
  • 47. Experimentation!
  • 48. Causal relationships among variables.
  • 49. Maybe: Research
  • 50. Maybe: Testing
  • 51. Maybe: Campaigns
  • 52. Ripe topics: 1. Digital Anonymity 2. Fan Causes 3. Brands + Services 4. Competition & Rewards
  • 53. Digital Anonymity
  • 54. What about the “normal” web?
  • 55. People follow:
  • 56. Directions
  • 57. Other People
  • 58. Fan Causes
  • 59. Moustachette: http://moustachette.com
  • 60. Hey, it worked! FB FANS: 1,189 TRAILER VIEWS: 18,000 ILLINOIS FILM FESTIVAL TWITTER PHILLY FILM FESTIVAL FOLLOWERS: 6,811
  • 61. Fans + Causes = Awesome
  • 62. Brands + Services
  • 63. 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.
  • 64. Ratings Concentration, Android RATED 4 AND ABOVE ALL RATINGS
  • 65. Ratings Concentration, iPhone RATED 4 AND ABOVE ALL RATINGS
  • 66. Odosketch: http://sketch.odopod.com
  • 67. Sketch by the numbers TOTAL USERS: 16,000 TOTAL SKETCHES: 65,000 AVERAGE TIME: 4:10 3-4 PAGES VISITED
  • 68. Sketch by the numbers TOTAL USERS: 16,000 TOTAL SKETCHES: NOT EASILY 65,000 REPEATED AVERAGE TIME: 4:10 3-4 PAGES VISITED
  • 69. “Draw Your Soul”: http://bit.ly/3EcPBZ People follow directions, provided easy tools.
  • 70. Possible to do the same under a different name?
  • 71. ...Is brand equity online good for service adoption?
  • 72. Competition and Rewards
  • 73. Swoopo: http://swoopo.com The crack cocaine of e-commerce sites.
  • 74. LadyData: http://donq.com
  • 75. People like to compete
  • 76. Work Time!
  • 77. Ground rules: 1. An actual hypothesis 2. Think longitudinal v. episodic 3. Isolates variables/causes
  • 78. We’ll build two of them to start, and share the data.
  • 79. exitcreative - clay parker jones exitcreative.net/blog @clayparkerjones
  • 80. exitcreative - clay parker jones

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