The document discusses metrics for measuring online user behavior including time on site, frequency of visits, location, device used, and conversions that result from assistance. It focuses on analyzing how these factors influence customer interactions and purchasing patterns on e-commerce websites.
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Giving Users the Feels: Data Marketer's Guide to Emotional Targeting
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57. Time on Site Frequency Location Device
Assisted
Conversions
Editor's Notes
So what we’re going to be talking about today is how the “Feels” works, and then how we mix that with Data… to get Growth.
Thinking Fast & Slow – Daniel Kahneman
In the book's first section, Kahneman describes two different ways the brain forms thoughts:
System 1: Fast, automatic, frequent, emotional, stereotypic, subconscious
System 2: Slow, effortful, infrequent, logical, calculating, conscious
Kahneman covers a number of experiments which purport to highlight the differences between these two thought processes, and how they arrive at different results even given the same inputs. Terms and concepts include coherence, attention, laziness, association, jumping to conclusions and how one forms judgments. The System 1 vs System 2 debate dives into the reasoning or lack thereof for human decision making, with big implications for market research.[5]
Driven to make smart decisions quickly
Respect achievement
View decisiveness as a competitive advantage
Want to know why a product is superior
Driven by emotional benefits
Fast decisions, feelings over logic
Prone to distraction, dislike traditional
Respond to creativity & excitement
Uncomfortable with quick decisions
Seek hard evidence
Likely to read the fine print
Make most decisions by logic
Driven by social well-being
Seek ethical approval from peers
Respond well to “story” based marketing
Desire to help others