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Gala GPeC 2013
“Online-ul este o platformă de comunicare.”

Iulian Padurariu
“Online-ul este o platformă de comunicare.”

Iulian Padurariu
Cum am putea 

dresa o focă?
Cum am putea 

dresa o focă?
“

operant conditioning
stimulus-response
Skinner
discriminative stimulus

primary and secondary reinforcement
least reinforcing scenario

variable and non-variable reinforcement
Make a FUN experience when FOCA
does what you want


Don’t give any feedback when they don’t
“Online-ul este o platformă de comunicare.”

FEEDBACK
&
FEEDBACK BRIDGE
FOCUS on mini-outcomes
•

that precede,

•

predict,

•

lead to the “big outcome”
“Treat every visitor engagement with a
button, link, form, and scroll bar 

as a micro-conversion, a mini-outcome
leading to the desired big-outcome.”
“Treat every visitor engagement with a
button, link, form, and scroll bar 

as a micro-conversion, a mini-outcome
leading to the desired big-outcome.”
Every click should be
rewarded.
Begin Gentle
YOU ARE NOT
Built a relationship of trust
with your visitor
•

Start with “EASY FUN”

•

Reward curiosity

•

Surprise
Do you have?
•

Introductory video?

•

Landing on a page with helpful resources/links?

•

An online calculator?

•

Viewing high-res images of your products?
Getting harder. 

SLOWLY.
We just covered
Foundational Planning
Foundational planning
•

Loyalty technology and/or services

•

Data collection, management and analysis tools

•

Process and people to support execution
Time to next stage:
6 - 12 months
Programmatic
Alignment
Key steps
•

Establish test-and-learn process.

•

Refine strategy, data processes and program
design.

•

Build test and control groups for testing and
measurement.
Time to next stage:
1 - 2 years
Intelligent 

integration and
automation
Invest in innovation
•

identifying new technologies, capabilities, and
processes

•

sharpen customer understanding

•

build out real-time capabilities, and incorporate
social data to refine offer management, targeting
and relevance.
“Loyalty breaks 

the vicious circle of 

price wars.”
“Loyalty breaks 

the vicious circle of 

price wars.”
THANKS

read more here and here

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20131105 Gala GPeC