As more and more marketing spend moves into the digital space, we need to get better at delivering on the age-old principles of brand marketing. What if we could combine the strengths of brand marketing with the measurability of direct, digital marketing?

1. HUMAN EMOTION: THE FINAL
FRONTIER FOR DIGITAL
MEASUREMENT
Clark Boyd
VP Strategy, Croud

2. “THE GREATER PART OF OUR DAILY
ACTIONS ARE THE RESULT OF HIDDEN
MOTIVES WHICH ESCAPE OUR
OBSERVATION.”
Gustave Le Bon, Psychology of Crowds
BACK TO BASICS: IMPULSES, HABITS, EMOTIONS

3. TOO MUCH INFORMATION, NOT ENOUGH MEANING
EMOTIONS DRIVE CONSUMERS BUT WE REPORT ON ACTIONS

4. WE ARE STILL SOME WAY OFF BRIDGING THIS GAP

5. “IF YOU WANT TO KNOW WHAT PEOPLE
ARE THINKING, ASK THEM”
Nicholas Epley, Mindwise

6. UNLESS THEY ARE LYING...

7. SEARCH INTEREST W/O SEPTEMBER 9TH

8. SEARCH INTEREST: NOVEMBER 5TH

9. SEARCH INTEREST: ELECTION DAY

10. SO WHAT IF WE DIDN’T EVEN HAVE TO ASK?

12. APPLYING THIS PRINCIPLE TO SEARCH
“An example of a messier reinforcement
learning problem is perhaps trying to use it
in what search results should I show. There’s
a much broader set of search results I can
show in response to different queries, and
the reward signal is a little noisy.
Like if a user looks at a search result and
likes it or doesn’t like it, that’s not that
obvious.”
Jeff Dean, Fortune Magazine

13. THE SOLUTION?
• Body temperature
• Pupil dilation
• Eye twitching
• Facial flushing
• Decreased blink rate
• Increased heart rate
METRICS WILL INCLUDE:

14. CONSTANT MEASUREMENT MEANS CONSTANT FEEDBACK
And constant feedback means constant improvement

15. AN EXAMPLE: SEQUENTIAL ADVERTISING - CREDIT CARDS

16. WHAT IF WE COULD MEASURE THE MOTIVES WHICH ESCAPE OBSERVATION?