Andre Morys the magic of combining neuromarketing & data sciences

THE MAGIC OF COMBINING 
PSYCHOLOGY & DATA
@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
how to create more uplift through better personalisation

200+ Conversion Experts in 10 countries

1. Most Personalization Sucks

How Personalisation works
„Based on your last order we have some products that
you could like and that would ﬁt perfectly to your existing articles:“
Our recommendations for you:
I ordered 25 times on your shop, idiots!
I ordered 2 iPads, one mac mini, one apple tv
and my last 4 iPhones, you %$&#§&!!!

We tested removing recommendations a couple of time
With  
Recommendations
Without 
Recommendations
Not signiﬁcant!

© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
Stimulus ReactionData ROI

2. Learn from the real world

Mercedes Benz GLS
4.663 l Engine
333 Horse Power 
(245 kW)
Fuel 97 ROZ
Efﬁciency: 11,1 l/100km
Length: 4819 mm
Width: 2141 mm
5-7 Seats SUV
GPS Navigation
LED Frontlights
10 Years Warranty
Looks great at the Beach
Is the photo real?
Anyway.
Price 76.675 €
you’ll win the race against a
Porsche Cayenne
You are sitting higher than
other people
Nobody has LED lights yet.  
Your are the ﬁrst one.
Sounds like a Ferrari
You can even read emails while you are
cruising

Mercedes Benz GLS
4.663 l Engine
333 Horse Power 
(245 kW)
Fuel 97 ROZ
Efficiency: 11,1 l/100km
Length: 4819 mm
Width: 2141 mm
5-7 Seats SUV
GPS Navigation
LED Frontlights
10 Years Warranty
Looks great at the Beach
Is the photo real?
Anyway.
Price 76.675 €
you’ll win the race against a
Porsche Cayenne
You are sitting higher than
other people
Nobody has LED lights yet.  
Your are the first one.
Sounds like a Ferrari
You can even read emails while you are
cruising
LED lights have a higher
security for you and also for
others.
More security through higher
seating position
Modern Engine - very efficient. With
start-stop automatic. Good for the
environment.
You can overtake securely with
some more power
You have an entertainment system
for the children integrated

I love it.
This is made for me.
Relevance -> Resonance

Why is Frank such a good salesman?
1) Observe Customers
2) Find Clusters / Types
3) Tailor Experience for Types

3. How it works online

Tactical
Reality
Effort
Impact
Strategic
Vision
Existing Data
Easy to use
Rule- / Segment Based
Big Data Infrastructure
AI / Machine Learning
Marketing Automatisation Fantasy
Competitor
?

3
Validate existing
customer types
online and build a
model
Analyse your existing
Customer Data and
build clusters
21
Develop Customer
Types based on
Personas

The Scoring System
Trafﬁcsource
Landingpage
Navigation Use
Session#
Session Duration
Mouse Movement
...
196 Variables:
= „geizhals.at“
T1 T2 T3

4. Case Study

Case Study
Customers with similar interest bough this products:
Control Variation
+ 8,63% 
Add-to-Cart
> 95% CTBO
> 3500 Conversions /
Variante
> 1 Business-Cycle
Laufzeit
Sample-Size:

Example Personalised
Control
„order faster“
„collect bonus points“
„get personal offers“
„get personal help and support“
Dominanz
Dominanz
Balance
Balance
Tonality
Control Variation
+ 33,7% 
Logins before
Checkout
> 95% CTBO
Variante
> 1 Business-Cycle
Laufzeit
Sample Size

Case Study
„You determine when
we have to deliver“
vs.
„Whatever you prefer -
you get you delivery
whenever it suits you.“
Dominance
Balance
Ansprache
Control Variation
+ 18% 
Revenue
> 95% CTBO
Variante
> 1 Business-Cycle Laufzeit
Sample Size

5. Think Further

T-Test
Dominanz
Stimulanz
Balance
Control
x
20,52
19,19 19,38
Dominanz
Stimulanz
Balance
Scarcity
x
19,33 19,88 20,95
D
S
B
-1,19 0,76 1,57

T-Test
Dominanz
Stimulanz
Balance
Control
x
20,52
19,19 19,38
Dominanz
Stimulanz
Balance
Commitment
x
20,21 20,75 19,56
D
S
B
-0,31 1,56 0,18
Ca. 77 % der Nutzer

Tactical
Reality
Effort
Impact
Strategic
Vision
Existing Data
Easy to use
Rule- / Segment Based
Big Data Infrastructure
AI / Machine Learning
Marketing Automatisation Fantasy
SMART
Data
Customer Type
RFM
Customer Journey
…

Smart Data Framework
Collect Data
BIG DATA
Search for the connection
between Insights and
Data
DATA SCIENCES
Build Models to predict
useful behavior
SMART DATA
Understand + Optimize 
User Experience
PSYCHOLOGY
How and where can you
collect useful data?
How can you find the
correlations between
data and user
behavior?
What variables are useful
to optimise the customer
experience?
How does this
optimization change
user behavior?

Thank You.
- knowledge + process = uplift
- leading optimization workflow management tool
- 100% free version
- agencies like CXL or Conversionista! use it
- 1000+ users
iridion.com
André Morys
CEO
Web Arts AG
andre.morys@web-arts.com
Tel. +49.6172.68097-15

Andre Morys the magic of combining neuromarketing & data sciences

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