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$0.16/VISITOR $433/VISITOR
DOM AINAT ION, EFFIE AWARDS, 2009](https://image.slidesharecdn.com/planningness-5-091016173920-phpapp01/75/the-experimentation-imperative-47-2048.jpg?cb=1665132232)
The Experimentation Imperative
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I presented this deck—ranging from weather modification and hurricanes, through chaos theory, to digital advertising, to digital experimentation. My proposal: a system of digital experiments, owned and run by planners and strategists, to isolate the interesting variables that make a difference in the online world.
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The Experimentation Imperative
- 1. Hello!
- 2. exitcreative - clay parker jones exitcreative.net/blog @clayparkerjones
- 4. exitcreative - clay parker jones The Experimentation Imperative Why you have to experiment, not just do.
- 5. Caveats: 1. I am not a scientist 2. I don’t have all the answers 3. I am not a crook* * though 90% of these images are lifted
- 6. exitcreative - clay parker jones
- 7. Weather modification is fascinating.
- 8. I’d kill for a beer.
- 10. NOT from a Bond movie.
- 11. “ “...how can we use this?”
- 12. Operation POPEYE - 1967-’72
- 13. Irving Langmuir and Vincent Schaefer
- 14. 117 153 Bigger eye = slower winds
- 15. Hurricanes have multiple eyewalls...
- 16. If you make a second, larger eyewall...
- 17. The inner one will die
- 18. YAY! And then you win.
- 19. Hurricane Debbie - 1969 figure 1: hurricane debbie path Newfoundland: Our bad. Victory! Seeding! figure 2: hurricane strength 1 2 3 4 5
- 20. But this was a bad idea from the start.
- 21. In re: chaos
- 23. Ross Hoffman, 2006 Controlling Hurricanes Through Optimal Perturbations ★ The atmosphere is chaotic ★ Extreme sensitivity to small changes or “perturbations” ★ A series of “just right” perturbations may control the weather
- 25. $1.8 BILLION 6 DEATHS figure 1: hurricane strength 1 2 3 4 5
- 26. ORI G INA L PATH What if you could change something?
- 27. ORI G INA L PATH T E MP O NLY What if you could change something?
- 28. ORI G INA L PATH T E MP O NLY TE M P & WIND What if you could change something?
- 29. Which wings?
- 30. exitcreative - clay parker jones
- 34. How is this translating into digital?
- 35. New and better banners? Banner Birth Control Ineffectiveness Effectiveness
- 37. Bigger=better?
- 38. Surprises?
- 40. Fun, but one-off
- 41. BIG ideas?
- 44. Crazy awesome, who takes you here?
- 46. Behavioral + multiplatform = interesting
- 47. [TYPICAL] $0.16/VISITOR $433/VISITOR DOM AINAT ION, EFFIE AWARDS, 2009
- 49. exitcreative - clay parker jones
- 50. Hypothesis: Digital marketing can be a good for both companies and consumers.
- 51. Human Behaviors Digital Brands Things
- 52. Human Behaviors Digital Brands Things
- 53. We’re selfish with knowledge
- 54. Sad.
- 55. Experimentation!
- 57. Maybe: Research
- 58. Maybe: Testing
- 59. Maybe: Campaigns
- 60. Ripe topics: 1. Digital Anonymity 2. Fan Causes 3. Brands + Services 4. Competition & Rewards
- 65. What about the “normal” web?
- 69. People follow:
- 70. Directions
- 71. Other People
- 72. Fan Causes
- 80. Hey, it worked! FB FANS: 1,189 TRAILER VIEWS: 18,000 ILLINOIS FILM FESTIVAL TWITTER PHILLY FILM FESTIVAL FOLLOWERS: 6,811
- 81. Fans + Causes = Awesome
- 83. Mobile App Spreadsheet: http://bit.ly/1QW7tO Scanning 200+ branded and unbranded applications on iTunes to judge affinity, desirability, and rating. Adds more texture to the “downloads” stat.
- 85. Ratings Concentration, Android RATED 4 AND ABOVE ALL RATINGS
- 86. Ratings Concentration, iPhone RATED 4 AND ABOVE ALL RATINGS
- 99. Sketch by the numbers TOTAL USERS: 16,000 TOTAL SKETCHES: 65,000 AVERAGE TIME: 4:10 3-4 PAGES VISITED
- 100. Sketch by the numbers TOTAL USERS: 16,000 TOTAL SKETCHES: NOT EASILY 65,000 REPEATED AVERAGE TIME: 4:10 3-4 PAGES VISITED
- 101. “Draw Your Soul”: http://bit.ly/3EcPBZ People follow directions, provided easy tools.
- 105. Possible to do the same under a different name?
- 106. ...Is brand equity online good for service adoption?
- 108. Swoopo: http://swoopo.com The crack cocaine of e-commerce sites.
- 114. Work Time!
- 115. Ground rules: 1. An actual hypothesis 2. Think longitudinal v. episodic 3. Isolates variables/causes
- 116. We’ll build two of them to start, and share the data.
- 117. exitcreative - clay parker jones exitcreative.net/blog @clayparkerjones
- 118. exitcreative - clay parker jones