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@justininza
Digital isn’t about technology,
it’s about behaviour!
@justininza
@justininza
Whether you’re in media,
communications, coding, data
analysis, gaming, retailing…..if you’re
not designing around human
behaviour you’re wasting your time.!
@justininza
Slaves to behaviour!
@justininza
@justininza
When we think digital we default
think technology

!
@justininza
@justininza
@justininza
@justininza
@justininza
Machine learning meets
behavioural economics!
@justininza
“We humans are pattern seekers. Look no
further than the ease with which people see
patterns where none exist.”!
!
Daniel	
  Kahneman	
  
@justininza
05-2012!
$38.00!
09-2013!
$38.00!
09-2012!
$17.55!
In stream ads
+ mobile!
@justininza
Predicting human behaviour is as
simple as nailing jelly to the wall.!
@justininza
Increasingly, computer
programmers and data scientists
require dual expertise in both
social science and computer
science, adding competence in
behavioural economics — to
more traditionally recognized
requirements like algorithms,
interfaces, systems, machine
learning, and optimization.

!
@justininza
@justininza
!
On predictions: experts are no more reliable than
random coin tosses.!
!
Spurious correlations abound!!
!
Outlier examples get attention beyond academia.!
@justininza
h+ps://www.youtube.com/watch?v=z4zhI9uLs4U	
  
@justininza
@justininza
We think of ourselves as two selves:!
!
1.  The experiencing self (lives in the present)!
2.  The remembering self (the storyteller)!
@justininza
h+ps://www.youtube.com/watch?v=XgRlrBl-­‐7Yg	
  
@justininza
We	
  don’t	
  choose	
  between	
  experiences,	
  we	
  
choose	
  between	
  memories	
  of	
  experiences.	
  
	
  
We	
  don’t	
  think	
  of	
  our	
  future	
  as	
  experiences,	
  
we	
  think	
  of	
  it	
  as	
  anPcipated	
  memories.	
  
@justininza
Gartner Hype Cycle for Emerging Tech:
expectations/time!
Innovation
trigger!
Slope of enlightenment!
Trough of
disillusionment!
Peak of
inflated
expectation!
Plateau of
productivity!
expectation!
time!
@justininza
@justininza
What	
  Jobs	
  understood	
  was	
  that	
  iTunes	
  wasn’t	
  about	
  technology	
  
but	
  about	
  an	
  unmet	
  behavioural	
  need.	
  
@justininza
What	
  Larry	
  &	
  Sergei	
  understood	
  was	
  that	
  informaPon	
  search	
  
wasn’t	
  about	
  technology	
  but	
  about	
  an	
  under-­‐delivered	
  need.	
  
@justininza
@justininza
@justininza
@justininza
AdLand has at times practiced
advertising for advertising’s sake.



TechLand mustn’t practice tech for
technology’s sake.!
@justininza
Vamos!

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Digital is about behaviour, not technology