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.

More in: Design , Education , Technology
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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