0
Hello!
exitcreative - clay parker jones




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




The Experimentation Imperative
                           Why you have to experiment,...
Caveats:

                                           1. I am not a scientist


                                           ...
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




                                 ...
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 sensiti...
$1.8 BILLION
                                     6 DEATHS




figure 1: hurricane strength


  1       2       3       4 ...
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 &
    ...
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


 ...
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...
Fans + Causes =
Awesome
Brands + Services
Mobile App Spreadsheet: http://bit.ly/1QW7tO
Scanning 200+ branded and unbranded applications on iTunes to judge affinity,
...
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


...
Sketch by the numbers



                        TOTAL USERS:
                        16,000

 TOTAL
 SKETCHES:           ...
“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


             ...
We’ll build two of
them to start, and
share the data.
exitcreative - clay parker jones




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

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.

Published in: Design, Education, Technology
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Transcript of "The Experimentation Imperative"

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