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La battaglia per l'attenzione

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Nell'era digitale e dell'informazione la produzione di contenuti da parte degli utenti raggiunge livelli inimmaginabili fino a qualche anno fa. Ogni giorno gli utenti producono e fruiscono di contenuti, in ogni momento ed in ogni luogo. Contenuti che non sono più solo ricercati: i contenuti raggiungono l'utente attraverso meccanismi di profilazione sempre più capillari fagocitando così l'attenzione, fino a portarla ad un livello di saturazione. Esser quindi visibili e riuscire a catturare l'attenzione dell'utente è sempre più complesso ed allo stesso tempo determinante per la riuscita di un prodotto, di un servizio o di una comunicazione. Per costruire una esperienza utente funzionante, non bisogna partire più da canali, metriche e tecniche ma dall'utente e dalla sua attenzione. #SMXLMilan

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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La battaglia per l'attenzione

  1. 1. La battaglia per
 L’ATTENZIONE Fabio Lalli - CEO @IQUII // SMXL 2016 Milano
  2. 2. Fabio Lalli - CEO @IQUII Twitter @fabiolalli di smartphone in uso 3miliardi Più di * 2016 Internet Trends Report from Kleiner Perkins Caufield & Byers
  3. 3. Fabio Lalli - CEO @IQUII Twitter @fabiolalli 5hspese al giorno sullo smartphone Oltre * 2016 Internet Trends Report from Kleiner Perkins Caufield & Byers
  4. 4. Fabio Lalli - CEO @IQUII Twitter @fabiolalli 30%del tempo di veglia
 su smartphone Circa
  5. 5. Fabio Lalli - CEO @IQUII Twitter @fabiolalli 90%speso nelle App Quasi
  6. 6. Fabio Lalli - CEO @IQUII Twitter @fabiolalli 40.000nuove App in store al giorno Oltre
  7. 7. Fabio Lalli - CEO @IQUII Twitter @fabiolalli 224.000.000di download App al giorno Oltre
  8. 8. Fabio Lalli - CEO @IQUII Twitter @fabiolalli E l’attenzione?
  9. 9. Fabio Lalli - CEO @IQUII Twitter @fabiolalli L’attenzione sta finendo Fabio Lalli - CEO @IQUII Twitter @fabiolalli
  10. 10. Fabio Lalli - CEO @IQUII Twitter @fabiolalli L'attenzione è un processo cognitivo della mente che permette di selezionare stimoli ambientali, ignorandone altri. “ “
  11. 11. Fabio Lalli - CEO @IQUII Twitter @fabiolalli 2.5Quintilioni di byte generati ogni giorno Oltre
  12. 12. Fabio Lalli - CEO @IQUII Twitter @fabiolalli 42Miliardimessaggi ogni giorno in WhatsApp Più di
  13. 13. Fabio Lalli - CEO @IQUII Twitter @fabiolalli 3Miliardidi like ogni giorno in Instagram Più di
  14. 14. Fabio Lalli - CEO @IQUII Twitter @fabiolalli 300Milionidi foto ogni giorno su Facebook Più di
  15. 15. Fabio Lalli - CEO @IQUII Twitter @fabiolalli Una infinità di contenuti Fabio Lalli - CEO @IQUII Twitter @fabiolalli
  16. 16. Fabio Lalli - CEO @IQUII Twitter @fabiolalli L’attenzione sta finendo è finita Fabio Lalli - CEO @IQUII Twitter @fabiolalli
  17. 17. Fabio Lalli - CEO @IQUII Twitter @fabiolalli L'attenzione può esser di diverse tipologie: sostenuta, selettiva o divisa “ “
  18. 18. Fabio Lalli - CEO @IQUII Twitter @fabiolalli ATTENZIONE SOSTENUTA SELETTIVA DIVISA “ L’attenzione divisa pone l'accento su un particolare aspetto dei processi attentivi, ovvero sulla capacità che tutti abbiamo di prestare attenzione a più cose contemporaneamente. “L’attenzione selettiva consente al soggetto di selezionare alcuni (attended messages) lasciandone decadere altri (unattended messages). “ L’attenzione sostenuta è inerente alla capacità di prestare attenzione a una fonte d'informazione per un tempo prolungato, facendo riferimento al variare della prestazione in funzione del tempo.
  19. 19. Fabio Lalli - CEO @IQUII Twitter @fabiolalli Che ruolo ha l’attenzione?
  20. 20. Fabio Lalli - CEO @IQUII Twitter @fabiolalli ATTENZIONE IMPATTOATTITUDINE Un ruolo centrale
  21. 21. Fabio Lalli - CEO @IQUII Twitter @fabiolalli “ Attention is driven by personal choice Putting time aside Personal connection Something to talk about Trusted content L’attitudine è legata al tempo a disposizione, alla curiosità, ai legami relazionali, alla fiducia, alla reputazione e al valore del contenuto in termini di ispirazione, nuove prospettive o opportunità. ATTITUDINE “ Rif Slide: http://www.slideshare.net/newsworks/the-battle-for-attention
  22. 22. Fabio Lalli - CEO @IQUII Twitter @fabiolalli ATTENZIONE Immersion: Solus media usage Focus: Multimedia usage with high focus Immersion: Solus media usage Mult wit “Tempo speso, focalizzazione e immersione ed interazione nel contesto sono le variabili principali dell’attenzione. “ Rif Slide: http://www.slideshare.net/newsworks/the-battle-for-attention
  23. 23. Fabio Lalli - CEO @IQUII Twitter @fabiolalli IMPATTO Discuss, comment, share Encourages purchase Trusted advertising Ideas about brands/ products “ Conversazione, fiducia, engagement e conversione sono gli effetti di una attenzione puntuale. “ Rif Slide: http://www.slideshare.net/newsworks/the-battle-for-attention
  24. 24. Fabio Lalli - CEO @IQUII Twitter @fabiolalli Ma cosa c’entra con il mobile?
  25. 25. Fabio Lalli - CEO @IQUII Twitter @fabiolalli “ Growth Framework: AARRR di Dave McClure. ACQUISITION ACTIVATION RETENTION REVENUE REFERRAL Cosa cercano gli utenti di te? Gli utenti hanno una buona first-experience? Gli utenti tornano? Il modello di revenue funziona? Gl utenti parlano di te? “
  26. 26. Fabio Lalli - CEO @IQUII Twitter @fabiolalli ACQUISITION ACTIVATION RETENTION REVENUE REFERRAL ASO PR SOCIAL MEDIA PAID MARKETING ORGANIC GROWTH PARTNERSHIP CONTENT MARKETING REFERRALS MOBILE
 WEBSITE EMAIL LISTS SEO IN APP
 NOTIFICATIONS PUSH EMAIL ON BOARDING
 TUTORIAL UI/UX CONTENT CUSTOM COMMUNITY
 ENGAGEMENT USER SUPPORT DEEP
 LINKING RETARGETING PUSH DRIP EMAIL
 NEWSLETTER CONTENT CUSTOM LIFECYCLE
 MARKETING CROSS -PLAT LINKAGE MARKETING
 AUTOMATION APP
 PERFORMANCE RETARGETING OFFERS
 DISCOUNTS DEEP-LINKING ECOMMERCE MCOMMERCE ADV PAY PER DOWNLOAD IN APP PURCHASE PAY TO
 UNLOCK AFFILIATION USER ACQUISITiON TEXT EMAIL CONTACT
 LIST CONTENT SHARING PROMO CODES WORD OF MOUNTH BLOGS MULTIMEDIA WIDGET / EMBED App Store
 Analytics Campaign Misurement Install
 attribution Event Tracking Attribution Linked
 Cohorts Content Analytics Attribution Linked
 Cohorts User Analytics Email Analytics Keyword performance User Segmentation A/B Testing Activation Email
 Analytics Heat Maps Event Tracking Conversion funnels User Analytics Time to Resolve Deep-link Attrib & Analytics Campaign Measurement A/B Testing Drip Campaign Analytics Event Tracking Funnels / Cohors Screen Flows Conversions Performance Analysis Churn Segment LTVs Deep-link Attrib & Analytics Transaction Transaction View, time expose Download Transaction & functions Subscription Transaction Subscription Clicks and
 Conversions Invites sent &
 accepted Shared and
 Conversions Conversions Organic Growth Shares Clicks CONVERSATION AWERNESS Posts, message Posts, Reach, Growth Framework CHANNEL CHANNEL CHANNEL CHANNEL CHANNEL Metrics Metrics Metrics Metrics Metrics
  27. 27. Fabio Lalli - CEO @IQUII Twitter @fabiolalli CHANNEL Metrics ATTITUDINE IMPATTOATTENZIONE
  28. 28. Fabio Lalli - CEO @IQUII Twitter @fabiolalli CHANNEL CHANNEL CHANNEL CHANNEL CHANNEL Metrics Metrics Metrics Metrics Metrics ACQUISITION ACTIVATION RETENTION REVENUE REFERRAL ATTENZIONE SELETTIVA SOSTENUTA DIVISA
  29. 29. Fabio Lalli - CEO @IQUII Twitter @fabiolalli ACQUISITION ACTIVATION RETENTION REVENUE REFERRAL ATTENZIONE SELETTIVA SOSTENUTA DIVISA CHANNEL CHANNEL CHANNEL CHANNEL CHANNEL Metrics Metrics Metrics Metrics Metrics
  30. 30. Fabio Lalli - CEO @IQUII Twitter @fabiolalli ACQUISITION ACTIVATION RETENTION REVENUE REFERRAL ATTENZIONE SELETTIVA SOSTENUTA DIVISA CHANNEL CHANNEL CHANNEL CHANNEL CHANNEL Metrics Metrics Metrics Metrics Metrics
  31. 31. Fabio Lalli - CEO @IQUII Twitter @fabiolalli La progettazione di una nuova esperienza utente non può partire da una sequenza di canali e metriche, ma dallo studio dell’attenzione dell’utente “ “
  32. 32. Fabio Lalli - CEO @IQUII Twitter @fabiolalli L’attenzione, più del tempo, è la risorsa più preziosa e scarsa che abbiamo oggi “ “ Me
  33. 33. Grazie
 per L’ATTENZIONE signora Fabio Lalli - CEO @IQUII // SMXL 2016 Milano

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