How Brain Science Turns Browsers into Buyers: SXSW 2012

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This document summarizes a presentation given at SXSW Interactive in 2012 titled "How Brain Science Turns Browsers into Buyers". The presentation discusses how neuroscience and behavioral science can be used to improve marketing effectiveness by understanding how the brain responds to different stimuli. Traditional marketing often fails because it does not account for unconscious processing or personalization. New techniques shown include using videos personalized with the viewer's name, social targeting of ads based on interests and connections, and leveraging behavioral "mating triggers" when marketing to men.

Business Technology

How Brain Science Turns
Browsers into Buyers
#BrainBuy #sxsw

SXSW Interactive - Austin
March 11, 2012
Brian Clark
Roger Dooley
Derek Halpern
Dr. A.K. Pradeep

#BrainBuy
Dr. A. K. Pradeep
@akpradeep
Brian Clark
@copyblogger

Derek Halpern
@derekhalpern
Roger Dooley
@rogerdooley

Most
Marketing
Fails.
@rogerdooley
#BrainBuy #sxsw

“Half my advertising is wasted…

“…if only I knew which half!”

@rogerdooley
#BrainBuy #sxsw

Wanamaker guessed
TOO LOW!
@rogerdooley
#BrainBuy #sxsw

95%
of New Products

@rogerdooley
#BrainBuy #sxsw

95%
of New Products

@rogerdooley
#BrainBuy #sxsw
(Acupoll)

98%
of Direct Mail

@rogerdooley
#BrainBuy #sxsw

98%
of Direct Mail

@rogerdooley
(DMA)
#BrainBuy #sxsw

98%
of Emails

@rogerdooley
(DMA) #BrainBuy #sxsw

20%
of Ad Campaigns

@rogerdooley
#convcon

20%
of Ad Campaigns

@rogerdooley
#BrainBuy #sxsw

Iceberg: 88% Hidden
Mind: 95% Subconscious
(Lakoff & Johnson) @rogerdooley #BrainBuy

Neuromarketing

@rogerdooley
#BrainBuy #sxsw

Neuroscience Behavioral
•EEG Science
•fMRI •Behavior Studies
•MEG •Eye Tracking
•Biometrics •Facial Coding

@rogerdooley
#BrainBuy #sxsw

How Brain Science Turns
Browsers into Buyers
SXSW Interactive - Austin
March 11, 2012

Roger Dooley
NeuroscienceMarketing.com
RogerDooley.com
rogerd@dooleydirect.com
@rogerdooley

How do we make Brian
Clark like Coca Cola?

@rogerdooley
#BrainBuy #sxsw

Playboy:
Viral Bunnies at Home
http://youtu.be/isjPpbmnaYo

@rogerdooley
#BrainBuy #sxsw

thedexterhitlist.com

@rogerdooley
#BrainBuy #sxsw

Higher Ed Ads

Adler School of Professional Psychology
@rogerdooley http://www.leadsocialchange.net/
#BrainBuy #sxsw (Courtesy: Hobsons)

Social
Personalization

@rogerdooley
#BrainBuy #sxsw

St. Bonaventure University
@rogerdooley http://www.becomingextraordinary.net/
#BrainBuy #sxsw (Courtesy: Hobsons)

St. Bonaventure University
http://www.becomingextraordinary.net/
(Courtesy: Hobsons)

Untapped opportunity:
Put your customer
in the ad.

@rogerdooley
#BrainBuy #sxsw

Selling
to
Guys?
@rogerdooley
#BrainBuy #sxsw

Impatient
Short Term
Emphasis
-Margo Wilson and Martin Daly
@rogerdooley
#BrainBuy #sxsw

Attractive
Photo =
-4% Interest
Rate
Marianne Bertrand et al, 2005

@rogerdooley
#BrainBuy #sxsw

Convert more guys with
“mating triggers.”

# 31 @rogerdooley
#BrainBuy #sxsw

How Brain Science Turns
Browsers into Buyers
SXSW Interactive - Austin
March 11, 2012

Roger Dooley
Dooley Direct, LLC
NeuroscienceMarketing.com
RogerDooley.com
rogerd@dooleydirect.com
@rogerdooley

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How Brain Science Turns Browsers into Buyers: SXSW 2012

1. How Brain Science Turns Browsers into Buyers #BrainBuy #sxsw SXSW Interactive - Austin March 11, 2012 Brian Clark Roger Dooley Derek Halpern Dr. A.K. Pradeep

2. #BrainBuy Dr. A. K. Pradeep @akpradeep Brian Clark @copyblogger Derek Halpern @derekhalpern Roger Dooley @rogerdooley

3. Most Marketing Fails. @rogerdooley #BrainBuy #sxsw

4. “Half my advertising is wasted… “…if only I knew which half!” @rogerdooley #BrainBuy #sxsw

5. Wanamaker guessed TOO LOW! @rogerdooley #BrainBuy #sxsw

6. 95% of New Products @rogerdooley #BrainBuy #sxsw

7. 95% of New Products @rogerdooley #BrainBuy #sxsw (Acupoll)

8. 98% of Direct Mail @rogerdooley #BrainBuy #sxsw

9. 98% of Direct Mail @rogerdooley (DMA) #BrainBuy #sxsw

10. 98% of Emails @rogerdooley #convcon

11. 98% of Emails @rogerdooley (DMA) #BrainBuy #sxsw

12. 20% of Ad Campaigns @rogerdooley #convcon

13. 20% of Ad Campaigns @rogerdooley #BrainBuy #sxsw

14. 20% of Ad Campaigns @rogerdooley #convcon

15. 20% of Ad Campaigns @rogerdooley #convcon

16. Most Marketing Fails. @rogerdooley #BrainBuy #sxsw

17.

18. Iceberg: 88% Hidden Mind: 95% Subconscious (Lakoff & Johnson) @rogerdooley #BrainBuy

19.

20. Neuromarketing @rogerdooley #BrainBuy #sxsw

21. Neuroscience Behavioral •EEG Science •fMRI •Behavior Studies •MEG •Eye Tracking •Biometrics •Facial Coding @rogerdooley #BrainBuy #sxsw

22. Neuroscience Behavioral •EEG Science •fMRI •Behavior Studies •MEG •Eye Tracking •Biometrics •Facial Coding @rogerdooley #BrainBuy #sxsw

23. How Brain Science Turns Browsers into Buyers SXSW Interactive - Austin March 11, 2012 Roger Dooley NeuroscienceMarketing.com RogerDooley.com rogerd@dooleydirect.com @rogerdooley

24.

25. How do we make Brian Clark like Coca Cola? @rogerdooley #BrainBuy #sxsw

26. @rogerdooley #BrainBuy #sxsw

27. @rogerdooley #BrainBuy #sxsw

28. @rogerdooley #BrainBuy #sxsw

29. The Doppelganger Effect Brand Preference @rogerdooley #BrainBuy #sxsw

30. Personalized Video

31.

32.

33.

34. Derek! @rogerdooley #BrainBuy #sxsw

35. Playboy: Viral Bunnies at Home http://youtu.be/isjPpbmnaYo @rogerdooley #BrainBuy #sxsw

36.

37.

38. thedexterhitlist.com @rogerdooley #BrainBuy #sxsw

39. Higher Ed Ads Adler School of Professional Psychology @rogerdooley http://www.leadsocialchange.net/ #BrainBuy #sxsw (Courtesy: Hobsons)

40. Social Personalization @rogerdooley #BrainBuy #sxsw

41. @rogerdooley #BrainBuy #sxsw

42. St. Bonaventure University @rogerdooley http://www.becomingextraordinary.net/ #BrainBuy #sxsw (Courtesy: Hobsons)

43. St. Bonaventure University http://www.becomingextraordinary.net/ (Courtesy: Hobsons)

44. takethislollipop.com

45.

46.

47.

48. Untapped opportunity: Put your customer in the ad. @rogerdooley #BrainBuy #sxsw

49. Selling to Guys? @rogerdooley #BrainBuy #sxsw

50. Impatient Short Term Emphasis -Margo Wilson and Martin Daly @rogerdooley #BrainBuy #sxsw

51. Attractive Photo = -4% Interest Rate Marianne Bertrand et al, 2005 @rogerdooley #BrainBuy #sxsw

52. Test Source: Ion Interactive

53. Source: Ion Interactive

54. @rogerdooley #BrainBuy #sxsw

55. Convert more guys with “mating triggers.” # 31 @rogerdooley #BrainBuy #sxsw

56. How Brain Science Turns Browsers into Buyers SXSW Interactive - Austin March 11, 2012 Roger Dooley Dooley Direct, LLC NeuroscienceMarketing.com RogerDooley.com rogerd@dooleydirect.com @rogerdooley

57. How Brain Science Turns Browsers into Buyers #BrainBuy #sxsw SXSW Interactive - Austin March 11, 2012 Brian Clark Roger Dooley Derek Halpern Dr. A.K. Pradeep

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