[Elite Camp 2016] Karsten Lund - Master the Moment of Decision

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Learn how accurately measuring attention, emotion & memory can help you discover new ways to optimise your website, landing pages and campaigns. At the end of the day, whether a campaign, website or landing page is successful or not comes down to one thing - A human making a decision. The science behind decision making has been researched by psychologists and neuroscientists for a decade, but only in the recent years has technology, science and business merged interest in validating methods and metrics. With the rise of wearables the foundation for a scalable way to gather valid data on decision making emerged.

Marketing

DoingCRO for10 years
1.000tests –25% win rate
@karstenlund

a determination arrived atafter
consideration
“
”
@karstenlund

a determination arrived atafter
consideration
“
”
3.000
We make
decisions daily

Evolutionshapedourbrainforoptimal
decisionmaking
@karstenlund

Morepossibleconnections
thanthereareatomsintheentireuniverse
@karstenlund

Threesimpleconcepts
Attention Emotions Memory
@karstenlund

Attention
The act or state of applying the mindtosomething
@karstenlund

Wemissoutonalotofinformation
@karstenlund

Wemissoutonalotofinformation
Did you happen to notice the giant Godzilla?
@karstenlund

Emotionsareunconscious
While feelings are conscious
Emotions Feelings
Unconscious Conscious
@karstenlund

Measuringemotionalimpact
PRODUCT FIXATION
MOTIVATION SCORE
Asymmetric activation in the prefrontal cortex +
Level of arousal
@karstenlund

High emotional impact &
activation
@karstenlund

High emotional impact &
activation
Product enters the story &
emotional impact and activation
heavily decreased
@karstenlund

High emotional impact &
activation
Emotional impact and activation again goes up,
and finishes at a high
@karstenlund

Emotional impact and activation is consistently
high throughout the commercial
@karstenlund

Which onewas
a success
And whichonewas a
failure
@karstenlund

Masteringthemomentofdecisionmaking
Attention Emotions Memory
Comes down tomeasuring what we pay attention to, howwe react and what weremember about it
@karstenlund

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Technical Marketing and Growth Hacking Low Hanging Fruit

David Arnoux . Growth

Growth Hacking, Growth Marketing, Technical Marketing... whatever you want to call it. I presented this deck at 2016's Digital Elite Camp in Tallinn, Estonia. In my talk, I covered the definition of growth hacking, or technical marketing (if you're sick of hearing that word), went through all the attributes that technical marketing is compiled of and shared some low hanging fruit so that your company or startup reaches growth as quickly as possible. Marketers should be held to the same level of quality as developers. That's why we must teach more technical growth skills. Check out growthtribe.io for crash courses, no-bullshit workshops and a free email course.

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