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?

exitcreative - clay parker jones

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

exitcreative - clay parker jones

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

Human
Behaviors
Digital
Brands
Things

Human
Behaviors
Digital
Brands
Things

We’re selfish with knowledge

Sad.

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

exitcreative - clay parker jones