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Human emotion: the final frontier for digital measurement

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As more and more marketing spend moves into the digital space, we need to get better at delivering on the age-old principles of brand marketing. What if we could combine the strengths of brand marketing with the measurability of direct, digital marketing?

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Human emotion: the final frontier for digital measurement

  1. 1. HUMAN EMOTION: THE FINAL FRONTIER FOR DIGITAL MEASUREMENT Clark Boyd VP Strategy, Croud
  2. 2. “THE GREATER PART OF OUR DAILY ACTIONS ARE THE RESULT OF HIDDEN MOTIVES WHICH ESCAPE OUR OBSERVATION.” Gustave Le Bon, Psychology of Crowds BACK TO BASICS: IMPULSES, HABITS, EMOTIONS
  3. 3. TOO MUCH INFORMATION, NOT ENOUGH MEANING EMOTIONS DRIVE CONSUMERS BUT WE REPORT ON ACTIONS
  4. 4. WE ARE STILL SOME WAY OFF BRIDGING THIS GAP
  5. 5. “IF YOU WANT TO KNOW WHAT PEOPLE ARE THINKING, ASK THEM” Nicholas Epley, Mindwise
  6. 6. UNLESS THEY ARE LYING...
  7. 7. SEARCH INTEREST W/O SEPTEMBER 9TH
  8. 8. SEARCH INTEREST: NOVEMBER 5TH
  9. 9. SEARCH INTEREST: ELECTION DAY
  10. 10. SO WHAT IF WE DIDN’T EVEN HAVE TO ASK?
  11. 11. APPLYING THIS PRINCIPLE TO SEARCH “An example of a messier reinforcement learning problem is perhaps trying to use it in what search results should I show. There’s a much broader set of search results I can show in response to different queries, and the reward signal is a little noisy. Like if a user looks at a search result and likes it or doesn’t like it, that’s not that obvious.” Jeff Dean, Fortune Magazine
  12. 12. THE SOLUTION? • Body temperature • Pupil dilation • Eye twitching • Facial flushing • Decreased blink rate • Increased heart rate METRICS WILL INCLUDE:
  13. 13. CONSTANT MEASUREMENT MEANS CONSTANT FEEDBACK And constant feedback means constant improvement
  14. 14. AN EXAMPLE: SEQUENTIAL ADVERTISING - CREDIT CARDS
  15. 15. WHAT IF WE COULD MEASURE THE MOTIVES WHICH ESCAPE OBSERVATION?

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