David will present the fundamentals of Neuromarketing and consumer neuroscience. This will provide the abidance with a basic, yet fundamental understanding of the key concepts and approaches of the field. He will also present on the attention economy, as it has emerged from neuroscience research and discuss its relevance to digital marketing. He will also illustrate neuroscience principles may be applied to enhance your digital marketing strategies. Lastly David will provide real world Neuromarketing case studies demonstrating how to optimise Website UX/UI and Chatbot development.
28. 31%
Emotional
Source: Case study analysis of the IPA dataBANK, which contains 1,400 case studies of successful advertising campaigns that delivered economic success. The IPA is widely recognized as the world’s most
influential professional body for practitioners in advertising and marketing communications.
Emotion works
16%
rational
26%
Combined
62. Electroencephalography
Detects emotional and motivational
process providing metrics of engagement,
distraction, approach motivation and
cognitive workload
Facial Coding
Provides measures of the emotional
state(s) elicited by the user experience
and assists in identifying the user pain
points
Remote Eye-Tracking
Provides measures of attention to real
state, on-screen communication, visual
influencers, navigation and CTA's
Galvanic
Skin
Response
Provides measures
of emotional
arousal during
the navigation /
browsing tasks as
well as in response
to static imagery
63. Remote Eye-Tracking
Provides measures of attention to real
state, on-screen communication, visual
influencers, navigation and CTA's
Galvanic
Skin
Response
Provides measures
of emotional
arousal during
the navigation /
browsing tasks as
well as in response
to static imagery
Electroencephalography
Detects emotional and motivational
process providing metrics of engagement,
distraction, approach motivation and
cognitive workload
Facial Coding
Provides measures of the emotional
state(s) elicited by the user experience
and assists in identifying the user pain
points