Joost Fromberg at the Global Digital Marketing Summit '18
•Download as PPTX, PDF•
1 like•393 views
This document discusses how the human brain has two systems - system 1 and system 2 - that influence decision making and behavior. System 1 is fast, automatic, emotional and relies on past experiences. System 2 is slower, more deliberative, logical and rational. However, system 2 has limited capacity and often system 1 drives behavior without system 2's control or awareness. The document advocates using a structured process like FACTACT (Find, Analyze, Combine, Create, Analyze, Test) to experiment with ways to reduce cognitive load, ego depletion and distractions to allow system 2 to better drive decisions and outcomes.
Recommended
More Related Content
More from Online Dialogue
More from Online Dialogue (20)
Recently uploaded
Recently uploaded (20)
Joost Fromberg at the Global Digital Marketing Summit '18
- 1. from getting things done to doing great things Joost Fromberg @joostfromberg Joostfromberg.com
- 2. a little bit of background
- 3. BA
- 4. 60-90% of all software is never being used.
- 6. we are irrational, because we only recently evolved our rational thinking.
- 7. 2 + 2 = ? Experience your own 2 systems
- 8. 17 x 24 = ? Experience your own 2 systems
- 9. Feel how system 2 can control system 1
- 10. But often system 2 is not in control
- 11. But often system 2 is not in control
- 12. Jack’s dad has three sons Huey, Duey & . . . . . But often system 2 is not in control
- 13. two brain processes: system 1 and system 2.
- 15. 1. Please remember these numbers Group A: Group B: 3852869 39 2. Thank you! Now choose your reward: Group A Group B System 2 has very limited capacity
- 16. At the end of this test, I ask a question. Answer immediately!
- 17. How much is:
- 18. 15 + 6 =
- 19. 24 + 18 =
- 20. 3 + 53 =
- 21. 91 + 14 =
- 22. 75 + 26 =
- 23. 52 + 25 =
- 24. One more!
- 25. 125 + 8
- 26. QUICK! think about a color and a tool
- 28. System 1 is automated BA Winner
- 29. B Winner A System 2 needs focus & attention
- 30. BA Winner System 2 often lives in the illusion of control
- 32. our brain is rationalizing.
- 40. System 1 behavior • Highest conversion in the evening and the weekend • 30 min on the site • 80% picks from top 10 hostels in list, no filter usage • 30% of all visitors looks at the reviews
- 41. System 2 behavior • 50% bookings in the first session • The conversion rate drops if visitors look at more hostels • Drop-off in the booking step is relatively low (<20%) • Mobile visitors look goal-oriented: a lot of bookings for the same or next day
- 42. Hypothesis Mobile users are more goal-directed than desktop & tablet users.
- 43. A B Loser Winner Reducing cognitive load
- 44. Loser Winner A B Reducing ego depletion
- 45. Loser A B Winner Increase response efficacy
- 46. Loser A B Winner Reducing distraction & cognitive load
- 47. How to do great things • Our behavior is extremely complex – impossible to predict • Follow a structure like FACTACT to experiment • Make decisions based on objective and validated data
Editor's Notes
- .