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Eye see - increase your marketing impact presentation2

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Beschrijving van het business model van Eyesee om eyetracking sneller en toegankelijker te maken, gepresenteer op het DM Update seminar van het DM Institute

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Eye see - increase your marketing impact presentation2

  1. 1. Increase return on marketing with affordable eye tracking
  2. 2. Which ad would you publish?
  3. 3. Which ad would you publish?
  4. 4. Choose NOW!
  5. 5. 2 times more peoplelooked at the brand name in the left advert Less attention More attention
  6. 6. …which job ad would you publish? A B
  7. 7. People are 4 times more Likely to look at the call for action in A A B3 seconds
  8. 8. Measure efficiency:Difference of 29%= 120 000 persons 86% of the readers looked at the ad 57%of the readers looked at the ad
  9. 9. Test and Improve
  10. 10. Problem:(almost) nobody looked at “1+1 gratis”
  11. 11. What’s the problem?
  12. 12. Eyetrackshop.com
  13. 13. Eyetrackshop.com
  14. 14. Eyetrackshop.com
  15. 15. Why not test your DM??? Well…
  16. 16. Why not test your DM??? Well…Well… … You can hire a test facility for 10000-30000 euros … and wait 4-5 weeks for your resultsBut… … Nobody wants to pay so much … Nobody can wait so long
  17. 17. Why is it so expensive and time consuming? You need hardware and software… >25K Special glasses or camera Software
  18. 18. Why is it so expensive and time consuming? You need hardware and software… >25K Special glasses or camera Software …and organize focus groups (+30 persons) Plan and call Transport to facility Instruct and follow Test and analyze Reward
  19. 19. But what if…
  20. 20. Olivier Tilleuil, van Eyesee vertelt waarom hij de academische wereld verliet om zijn eigen bedrijf op te starten in eyetracking onderzoek. Hij ontwikkelde een eigen bijzondere aanpak waardoor eyetracking sneller kan worden ingezet.
  21. 21. Agenda1) From researcher to EyeSee, and beyond
  22. 22. Agenda1) From researcher to EyeSee, and beyond A. Trend: Shift from ‘questioning’ to observation
  23. 23. Agenda1) From researcher to EyeSee, and beyond A. Trend: Shift from ‘questioning’ to observation B. E’preneurs: How to start your company
  24. 24. Agenda1) From researcher to EyeSee, and beyond A. Trend: Shift from ‘questioning’ to observation B. E’preneurs: How to start your company C. EyeSee, making eye tracking available for everyone
  25. 25. Agenda1) From researcher to EyeSee, and beyond A. Trend: Shift from ‘questioning’ to observation B. E’preneurs: How to start your company C. EyeSee, making eye tracking available for everyone2) When to use eye tracking?
  26. 26. From researcher to EyeSee, and beyond
  27. 27. From researcher to EyeSee, and beyond Engineering
  28. 28. From researcher to EyeSee, and beyond Engineering Psychology
  29. 29. From researcher to EyeSee, and beyond Engineering Psychology Business Engineering
  30. 30. From researcher to EyeSee, and beyond Business engineering
  31. 31. From researcher to EyeSee, and beyond Research Questionnaires How important is price for you? Not at all Very important
  32. 32. From researcher to EyeSee, and beyond Research Questionnaires How important is price for you? Not at all Very important Focus groups
  33. 33. From researcher to EyeSee, and beyond Research
  34. 34. From researcher to EyeSee, and beyond Something else…
  35. 35. Eyetrackshop.com
  36. 36. Why not test your Ads??? Well…Well… … You can hire a test facility for 10000-30000 euros … and wait 4-5 weeks for your resultsBut… … Nobody wants to pay so much … Nobody can wait so long
  37. 37. Why is it so expensive and time consuming? You need hardware and software… >25K Special glasses or camera Software …and organize focus groups (+30 persons) Plan and call Transport to facility Instruct and follow Test and analyze Reward
  38. 38. But what if…
  39. 39. … You could upload Ads on a platform…
  40. 40. We bundle your ads in one batch with other ads …
  41. 41. …send the batch to the testers (at home)…
  42. 42. …track their eyes with their webcam…
  43. 43. …and you receive the results within a few days
  44. 44. You receive an email when the test has been completed…
  45. 45. EyeSee Search Sign In Home Why? Take a Tour Plans & Prices About Us …go to our website… Join us as Tester Which advertisement would you publish? Get started today! Free trial Basic Plan Premium Plan Print ads Posters Online ads Website Videos Fast, easy, and affordable webcam eye-tracking platform to improve your marketing campaigns Create a test in a Distribute your Analyze your test and few seconds test online improve your campaign
  46. 46. EyeSee Search Sign In Home Why? Take a Tour Plans & Prices About Us …log in… Login Don’t have an account yet? Sign Up >> Users Testers I want to upload an ad, poster, url, ect. I want to become a tester: look at ads, posters, and analyze the results urls, etc. and if hires by ‘EyeSee’ get paid. Username: Olivier Sign In with Your Favorite Account Password: ••••••• Now you can use your Facebook or Google account to sign in to EyeSee. √ Remember me! Forgot Password or Username? Sign In with Facebook Sign In Sign In with GoogleUse Cases: Designers • Marketing & Brand Managers • Market ResearchersHelp: Tutorials • Answers & FAQs • Contact SupportAbout Us: Management Team • Partners • Newsroom • Contact us • We’re hiringPolicies: Terms of Use • Privacy Policy • Anti-Spam Policy • Security Statement • Email-opt-out
  47. 47. EyeSee “Username” • Sign Out • Help My tests My Reports Create a test My account Address Book …select a completed test… You have a BASIC account. To remove the limits of a BASIC account and get unlimited tests, upgrade now! Welcome “Username”Current Folder: -- View All Tests -- Title search:Actions Type Title C reated Modified Design Collect. Analyze W Ergosleep 12/9/11 12/9/11 15 14/9/11 P Philips: poster light bulb CT200 first iteration 12/9/11 12/9/11 40 14/9/11 P Philips: poster light bulb CT200 second iteration 12/9/11 12/9/11 40 14/9/11 P Philips: Flyer light bulb CT200 third iteration 12/9/11 12/9/11 40 14/9/11 P Unilever: Lipton tea: new green flavor poduct design 14/9/11 14/9/11 40 18/9/11 R H&M: Report Bikini 2011 poster 14/9/11 14/9/11 20 N/A Follow Us: Facebook • Twitter • Linkedin • Our Blog Help: Tutorials • Answers & FAQs • Contact Support About Us: Team • Partners • Newsroom • Contact Policies: Terms of Use • Privacy Policy • Anti-Spam Policy • Security Statement • Email Opt-Out
  48. 48. EyeSee “Username” • Sign Out • Help My tests My reports Create a test My account Address Book …start analyzing… Manage Test Heat Map Gaze Plot Cluster Bee Swarm AoI Statistics Compare Replay Ind.Test list • Recordings Add to report Heat Map Variable: Count Time span: 5 Sec More Less attention More attention
  49. 49. EyeSee “Username” • Sign Out • Help My tests My reports Create a test My account Address Book …comparing… Manage Test Heat Map Gaze Plot Cluster Bee Swarm AoI Statistics Compare Replay Ind.Test list • Recordings Add to report Heat Map Variable: Count Time span: 5 Sec More
  50. 50. EyeSee “Username” • Sign Out • Help My tests My reports Create a test My account Address Book …understanding why it will (not) work… Manage Test Heat Map Gaze Plot Cluster Bee Swarm AoI Statistics Compare Replay Ind.Test list • Recordings Add to report Gaze Plot Variable: Count Time span: 5 Sec More 1 2 1 2 3 3 4 5 4
  51. 51. EyeSee “Username” • Sign Out • Help My tests … and quantifying account Address Book My reports Create a test My to maximize marketing impact Manage Test Heat Map Gaze Plot Cluster Bee Swarm AoI Statistics Compare Replay Ind.Test list • Recordings Add to report Cluster Variable: Count Time span: 5 Sec More A % Seen Av. Time Time 2 see B A 95% 1,2s 0,1s B 93% 1,4s 0,6s C 60% 1,8s 2,1s D 55% 0,8s 3,1s C D
  52. 52. Why webcam eye tracking?
  53. 53. Why webcam eye tracking?WHY webcam eye tracking?• Affordable: 3 times cheaper• Fast: 3 times faster• Scalable 100 or 200 testers?• Targetted: reach target group• International at the same time
  54. 54. Why webcam eye tracking?WHY webcam eye tracking? WHY NOT webcam eye tracking?• Affordable: 3 times cheaper • Accuracy: 1 vs. 2 cm• Fast: 3 times faster • 12 fps• Scalable 100 or 200 testers?• Targetted: reach target group• International at the same time
  55. 55. Why webcam eye tracking?WHY webcam eye tracking? WHY NOT webcam eye tracking?• Affordable: 3 times cheaper • Accuracy: 1 vs. 2 cm• Fast: 3 times faster • 12 fps• Scalable 100 or 200 testers?• Targetted: reach target group• International at the same time  Added value/Price: (should be a) no brainer • Half of marketing budget is still wasted… • You spend ($$$$$$$$$$)^2 why not test your campaign for $
  56. 56. …and we are proud to serve
  57. 57. Roadmap
  58. 58. Roadmap Mock upMarket research Team 1/12
  59. 59. Roadmap Mock upMarket research TeamMinimal workable version on 1 PC Analytics 22 testers 1/12
  60. 60. Roadmap Mock upMarket research TeamMinimal workable version on 1 PC Analytics 25 × 22 testers 1/12 12/11 3/12 9/12 6/12 9/12 12/12 3/13 6/13 Belgium Nord West South
  61. 61. Roadmap Mock upMarket research Team 10 ×Minimal workable version on 1 PC 10 ÷ Analytics 25 × 22 testers 1/12 12/11 3/12 9/12 6/12 9/12 12/12 3/13 6/13 Belgium Nord West South
  62. 62. Roadmap Mock up ClientsMarket research Team 10 ×Minimal workable version on 1 PC 10 ÷ Analytics 25× 22 testers 1/12 12/11 3/12 9/12 6/12 9/12 12/12 3/13 6/13 Belgium Nord West South
  63. 63. …and we are proud to serve
  64. 64. Roadmap Next steps Mock up ClientsMarket research Team New Team 10 ×Minimal workable version on 1 PC 10 ÷ Analytics 25 × 22 testers 1/12 12/11 3/12 9/12 6/12 9/12 12/12 3/13 6/13 Belgium Nord West South
  65. 65. Roadmap Next steps Mock up ClientsMarket research Team New Team 10 ×Minimal workable version on 1 PC 10 ÷ Analytics 25 × 22 testers 1/12 12/11 3/12 9/12 6/12 9/12 12/12 3/13 6/13 Belgium Nord West South
  66. 66. The entrepreneurs Mock upMarket research TeamMinimal workable version on 1 PC Analytics 22 testers
  67. 67. The entrepreneurs First create a sales pitch Mock upMarket research TeamMinimal workable version on 1 PC Analytics 22 testers
  68. 68. The entrepreneurs First create a sales pitch Mock up Sell it before you developMarket research TeamMinimal workable version on 1 PC Analytics 22 testers
  69. 69. The entrepreneurs First create a sales pitch Mock up Sell it before you developMarket research Don’t do it alone Team Be aware that the first team is not the final teamMinimal workable version on 1 PC Analytics 22 testers
  70. 70. The entrepreneurs First create a sales pitch Mock up Sell it before you developMarket research Don’t do it alone Team Be aware that the first team is not the final team Your first customer is only interested in 0,5% of your est. final featuresMinimal workable version on 1 PC Analytics 22 testers
  71. 71. The entrepreneurs First create a sales pitch Mock up Sell it before you developMarket research Don’t do it alone Team Be aware that the first team is not the final team Your first customer is only interested in 0,5% of your est. final featuresMinimal workable version on 1 PC Analytics 22 testers Go as fast as possible to the market
  72. 72. There are still some cool stuff to explore• How many testers do you need?• Is there a difference in target groups?
  73. 73. Eyetrackshop.com
  74. 74. Agenda1) From researcher to EyeSee, and beyond 1) Trend: Shift from ‘questioning’ to observation 2) E’preneurs: How to start your company 3) EyeSee, making eye tracking available for everyone2) When to use eye tracking?
  75. 75. Specific for Concept Design Media/ channel application Will the concept work? Where to locate elements? Which format is most ↑ ad visibilityAdverts Which works best? How big should they be? cost effective? ↑ attention span How much text? ↑ brand visibility ↑ message visibility ↑ product visibility
  76. 76. Are people looking at my ad? Ad 1 Ad 2
  77. 77. Belgacom was viewed 25% more than TelenetIncrease print ad visibility by 25%! Ad 1 Ad 2 EyeSee Customer’s page: not for 67% and 1,9s 73% 67% distribution 96% 84% % seen % seen of the readers looked at the ad of the readers looked at the ad Less attention More attention Limited sample
  78. 78. Which adholds the longest the attention?
  79. 79. Which adholds the longest the attention?
  80. 80. Which adholds the longest the attention?
  81. 81. Which ad holds the longest the attention?Recall N/A Less attention More attention
  82. 82. Which ad holds the longest the attention?Recall N/A Recall 90% Less attention More attention
  83. 83. Which ad holds the longest the attention?Recall N/A Recall 90% Recall 33% Less attention More attention Limited sample
  84. 84. Where are customer looking at? Increase Brand Visibility by 21%!Advertisement 1 Advertisement 2 Limited sample
  85. 85. 1. How to promote your competition?Great ad visibility × Great product visibility × Bad brand visibility 1 2 EyeSee Customer 3 Ad 1 1. AD visibility 100% Seen 2. PRODUCT visibility 86% Seen 3. BRAND visibility 33% Seen PRODUCT Recall 66% Recalled ELIA Recall 25% Recalled COMPETITION* Recall 25% RecalledVisibility= percentage that has seen the area | Recall: which companies did you notice in the session (multiple choice) | *Electrabel or Nuon
  86. 86. Specific for Concept Design Media/ channel application Will the concept work? Where to locate elements? Which design to publish? ↑ ad visibilityAdverts Which works best? How big should they be? Which format is most ↑ attention span How much text? cost effective? ↑ brand visibility ↑ message visibility ↑ product visibility Increased promotionWebsites Which navigation Where to locate elements? How are people checking out? Message delivery structure works best? Which visuals to use? What’s not working and why? How long should text be? What is distracting?
  87. 87. Are your promotions attracting enough attention? Which design is most effective? Company A Company B A AB C B C % Seen Time viewed Comp. A Comp. B Comp. A Comp. B A Main promo 67% 92% 1,4s 4,1s B Apple Product 25% 33% 1,7s 1,4s C Promotion 25% 17% 0,8s 1,2s Limited sample
  88. 88. Test & increase number of new clients! Exercise: Become a client of the following banks (7s)35% of testers looked at ‘klant worden’ within 7s 53% of testers looked at ‘klant worden’ within 7s No dark red areas (indicates unclear structure) Dark red areas (indicates clear structure) 35% 53% Less attention More attention Limited sample
  89. 89. Which visual(s) is most effective?(choose between visuals based on facts: e.g. % seen, time spend) Design 1 Design 2 Visual A Visual B % Seen Time viewed Design 1 Design 2 Comp. A Comp. B Area A 92% ? 4,1s ? Area B 40% ? 2,6s ? Limited sample
  90. 90. Test check out flowsand increase conversions!Design 1 Design 2 Less attention More attention Limited sample
  91. 91. Specific for Concept Design Media/ channel application Will the concept work? Where to locate elements? Which design to publish? ↑ ad visibilityAdverts Which works best? How big should they be? Which format is most ↑ attention span How much text? cost effective? ↑ brand visibility ↑ message visibility ↑ product visibility Increased promotionWebsites Which navigation Where to locate elements? How are people checking out? Message delivery structure works best? Which visuals to use? What’s not working and why? How long should text be? What is distracting?Brochures Which lay out to use? Where to locate elements? Are promotions visibile? ↑ Call to action Which visuals to use? ↑ promotion visibilty How long should text be? What is distracting?
  92. 92. Area 1 or Area 2?
  93. 93. Customers look 25% longer at area 4 i.c.w. 3 Area 3 Area 4 Less attention More attention (limited sample)
  94. 94. And even 3 times longer at offer 4 (i.c.w. 3)! 3 4 Less attention More attention (limited sample)
  95. 95. Where would you locate your product?
  96. 96. 20% more people look at area 1! Area 1 Area 2 Less attention More attention (limited sample)
  97. 97. Are there elementsdistracting in a negative way? Limited sample
  98. 98. Are there elementsdistracting in a negative way? Area 3 Area 1 Area 4 Area 2 Area 5 Limited sample
  99. 99. Specific for Concept Design Media/ channel application Will the concept work? Where to locate elements? Which design to publish? ↑ ad visibilityAdverts Which works best? How big should they be? Which format is most ↑ attention spamn How much text? cost effective? ↑ brand visibility ↑ message visibility ↑ product visibility Increased promotionWebsites Which navigation Where to locate elements? How are people checking out? Message delivery structure works best? Which visuals to use? What’s not working and why? How long should text be? What is distracting?Brochures Which page lay out to use? Where to locate elements? How to color? ↑ Call to action Which visuals to use? ↑ promotion visibilty How long should text be? What is distracting?
  100. 100. Intermezzo: videos
  101. 101. Intermezzo: videos You loose about 0,5s Great shoot or not?At which 2 elements people look? Where to locate high margin products?
  102. 102. Specific for Concept Design Media/ channel application Will the concept work? Where to locate elements? Which design to publish? ↑ ad visibilityAdverts Which works best? How big should they be? Which format is most ↑ attention spamn How much text? cost effective? ↑ brand visibility ↑ message visibility ↑ product visibility ↑ Promotion visibilityWebsites Which navigation Where to locate elements? How are people checking out? ↑ Message visiblity structure works best? Which visuals to use? What’s not working and why? How long should text be? What is distracting?Brochures Which page lay out to use? Where to locate elements? How to color? ↑ Call to action Which visuals to use? ↑ promotion visibilty How long should text be? What is distracting?Direct Which page lay out to use? Impact of colour, font, etc. ↑ message visibility Impact of background ↑ Call to action Mail ↑ promotion visibilty
  103. 103. Test and Optimize your design Choose the best design Increase usability or find bottlenecks Convince others with hard facts…or summarized: increase your marketing impact! …against affordable prices (i.e. 3 times cheaper) …and fast (i.e. 3 times faster)
  104. 104. Maximize marketing impact with EyeSee It’s fast, affordable and easy! Olivier Tilleuil 0477415290 olivier.tilleuil@eyesee.be

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