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Linkedin ADS boosted by Behavioral Science
1.
Copyright © SAS
Institute Inc. All rights reserved. Behavioral Messaging: Analysis of results June 2020 – Davide Cortellino
2.
Copyright © SAS
Institute Inc. All rights reserved. How Behavioral Economics Can Improve SAS Marketing Main concepts • Behavioral Economics helps us understand why so-called “rational people” like us make decisions the way we do. • Kahneman and Tversky (founding fathers) of behavioral economics identified and classified groups of behavioral heuristics and biases. • Heuristics are rule-of-thumb, simple mental shortcuts that we often use to make decisions. When we are faced with decisions that are simply too complex for us to wrap our heads around, we tend to focus on one aspect of them and ignore the others. • Heuristics work great for us most of the time, but sometime they result in errors called cognitive biases. An applied example: PRIMING effect: o When exposed to certain stimuli, such as words or images, your future perceptions and decisions will be influenced by what might seem irrelevant items – Teacher example
3.
Copyright © SAS
Institute Inc. All rights reserved. The content delivery process Where we have experimented the Behavioral methodology Content Creation Content promotion Landing page Content Consumption Feedback process Increase the clickthrough rate
4.
Copyright © SAS
Institute Inc. All rights reserved. Experiment: Analytics Series Episodes Resume of the experiment design Generate Mindstate Profile Behavioral activation brief
5.
Copyright © SAS
Institute Inc. All rights reserved. Episodes : Analytics Series Limits of the study • The behavioral methodology were initially developed for “training” type of content -> For business reason it was changed last minute to “product showcase” training • The design was implemented for a specific technical segment: “Data Scientists” -> Due to the nature of the new content we were forced to apply the design to other type of audience too with different level of technical knowledge • No professional copywriter AND User designer involved // Ads layout not tested • Limited budget has not always allowed to reach the necessary statistical power for the test • Limited budget, resources and time have not allowed to implement a multivariate test to study in isolation the effect Behavioral components individually or in combination -> Aggregated effect significance
6.
Copyright © SAS
Institute Inc. All rights reserved. Behavioral science applied Nudge/Heuristics Social proof Scarcity Visual depiction effect Present bias Von Restorff effect Illusion of control
7.
Copyright © SAS
Institute Inc. All rights reserved. The layout visual processing How ads in this specific layout are processed https://www.orbitmedia.com/blog/neuromarketing-web-design/ The ads are processed in the following order: 1. Image 2. Copywrite 3. Action Button 4. “Details”
8.
Copyright © SAS
Institute Inc. All rights reserved. The control groups How we assessed the effect of the behavioral methodology Control Measures 1. Control groups in the experiments Results with statistical significance 2. Average clickthrough rates achieved in SAS 3. Average clickthrough rate achieved in Linkedin
9.
Copyright © SAS
Institute Inc. All rights reserved. Outcomes 1. Control group in the experiments Episode Subject/Pro duct Target audience Behavioral components Control group Results Insights/Derivations - Ep.3 v.1 Augmented Analytics Technical Generic + Semi- Technical Generic - Visual Depiction effect - Von Restorff effect image/button - Illusion of control/Empowerment copywriting - Social proof reinforcement - Present bias button Classical SAS ads: - Descriptive copywrite of the product - No image - Corporative colors - Present bias - 48.7% increase in clickthrough rate - Exists a significative association between applying the BE design and increasing the click rate - The evidence of the test is weak, as if replicated it would stand true in 57% of the cases - There is evidence of an effect however a further test with a bigger sample would be necessary to make the conclusion significative - Ep.3 v.2 Augmented Analytics Technical Generic + Semi- Technical Generic - Visual Personification effect - Von Restorff effect - Illusion of control/Empowerment copywriting - Social proof reinforcement - Scarcity bias button Classical SAS ads: - Descriptive copywrite of the product - No image - Corporative colors - Present bias - 5.4 % decrease in clickthrough rate - The behavioral design and the control group does not show a significative difference in click rates - The lack of significative difference between test and control suggest this specific configuration does not trigger an emotional response. - As the image component is the first to be visually processed there are hints that images related to the users using the tool does not work as attention capturing elements. -Ep. 4 Automated Machine Learning Quantitative background audience - Visual Depiction effect - Von Restorff effect - Scarcity/Empowerment copywriting - Social proof reinforcement - Scarcity bias button Partial BE ads: - Empowering copywriting - Present bias - 53% increase clickthrough rate - The behavioral design has 1.53 chance to generate a click than the control - Exists a significative association between applying the BE design and increasing the click rate - The evidence of the test is strong, as if replicated it would stand true in 75% of the cases - Using this behavioral design seems a safe bet to increase the chance to boost clickthrough performance for machine learning related topics
10.
Copyright © SAS
Institute Inc. All rights reserved. Outcomes 1. Control group in the experiments Episode Subject/Pro duct Target audience Behavioral components Control group Results Insights/Derivations - Ep.5 v1. Black Box Machine Learning Quantitative background - Theoretical image neutral color - Von Restorff effect button - Illusion of control/Empowerment copywriting - Social proof reinforcement - Scarcity bias button Partial BE ads: - Empowering copywrite - No image - Corporative colors - Present bias - 0% increase in clickthrough rate - Does not exists a significative association between applying the BE design and increasing the click rate - The lack of a significative effect could highlight how images explaining the theory behind the content are too complex to process during the scrolling, creating confusion in the user - The hypothesis is that the remaining effect are neutralized by the complex image - Ep.5 v2. Black Box Machine Learning Quantitative background - Visual depiction effect - Von Restorff effect button - Illusion of control/Empowerment copywriting - Social proof reinforcement - Scarcity bias button Partial BE ads: - Empowering copywrite - No image - Corporative colors - Present bias - 23% increase in clickthrough rate - Despite the increase in the rate does not exists enough evidence to determine a significative association between applying the BE design and increasing the click rate - A random effect can’t be excluded in generating this click rate increase - A bigger sample set is necessary to investigate further if a significative association can be detected statistically -Ep. 6 v1 Machine Learning & NLP Quantitative background audience - Visual Depiction effect - Von Restorff effect button/image - Empowerment copywriting - Social proof reinforcement - Present bias button Partial BE ads: - Empowering copywriting - Present bias - Corporative colors - No Image - 111% increase clickthrough rate - The behavioral design has 2.12 chance to generate a click than the control - Exists a significative association between applying the BE design and increasing the click rate - The evidence of the test is strong, as if replicated it would stand true in 96% of the cases - Using this behavioral design seems a safe bet to increase the chance to boost clickthrough performance for machine learning related topics
11.
Copyright © SAS
Institute Inc. All rights reserved. Outcomes 1. Control group in the experiments Episo de Subject/Prod uct Target audience Behavioral components Control group Results Insights/Derivations -Ep. 6 v2 Machine Learning & NLP Marketing no tech /semi-tech audience + Customer related audience - Visual Depiction effect - Von Restorff effect button/image - Empowerment copywriting - Social proof reinforcement - Present bias button Partial BE ads: - Empowering copywriting - Present bias - Corporative colors - No Image - 17.4% increase clickthrough rate - Does not exists a significative association between applying the BE design and increasing the click rate - The hypothesis is that the response has been mainly related to semi- tech profiles - The behavioral quant oriented design seems not working properly for not quant profile - The strong quantitative subject highlight the importance of detailed targeting - SAS content can not be promoted indiscriminately within all profiles -Ep. 7 v1 Machine Learning & Forecast Quant audience - Visual Depiction effect - Von Restorff effect button - Empowerment copywriting - Social proof reinforcement - Present bias button Partial BE ads: - Empowering copywriting - Present bias - No image - Von Resorff colors - 26% increase clickthrough rate - Does not exists a significative difference highlighting an association between applying the BE design and increasing the click rate - This is the only case where three elements of a behavioral design has been applied in the control group too - So this can be considered an experiment where two different level of intensity in terms of behavioral components are benchmarked - Despite the increasing clickthrough rate, the effect is not strong enough to exclude a random effect - Being the depiction effect of the image the principal difference in the two ADS, there are hints to suggest that this component alone is not able to generate an additive effect in combination with the remaining components -Ep. 7 v2 Machine Learning & Forecast Forecasting/Dema nd Planning audience - Visual Depiction effect - Von Restorff effect button - Empowerment copywriting - Social proof reinforcement - Present bias button Partial BE ads: - Empowering copywriting - Present bias - No image - Von Resorff colors - 375% decrease clickthrough rate - The lighter behavioral design triggered a significant effect in boosting click performance - The evidence of the test is strong, as if replicated it would stand true in 82% of cases - It seems that the visual depiction effect of the tool does not work with Demand Planning roles, which maybe include different levels of quantitative savy roles - Also, the technical empowering narrative in the lighted behavioral version could have faced the same bareer of the point above - Therefore it seems a safe bet that a lighter behavioral design would work significatively better for a Demand Planning oriented audience
12.
Copyright © SAS
Institute Inc. All rights reserved. Outcomes 2. Average clickthrough rates achieved in SAS • Average CTR Iberia 0.42% • Average CTR Spain 0.4% • Average CTR Portugal 0.73% • Average CTR EDN 0.26%
13.
Copyright © SAS
Institute Inc. All rights reserved. Outcomes 3. Average clickthrough rate achieved in Linkedin • The average CTR across all of LinkedIn sponsored content ads is about 0.39% and you can expect to pay around $7 to $11 per click, especially in North America. • https://www.socialmediaexaminer.com/how-to-analyze-linkedin-ad- performance/#:~:text=%231%3A%20Performance%20Benchmarks%20for%20LinkedIn%20Sponsored%20Content&text=The%20average %20CTR%20across%20all,click%2C%20especially%20in%20North%20America. https://blog.adstage.io/linkedin-cpm-cpc-ctr-benchmarks-q1- 2019-archive
14.
Copyright © SAS
Institute Inc. All rights reserved. Episode 3 Profiles • Audience: Data Analyst, Insight Analyst, Risk Analyst, Marketing Analyst, Fraud Analyst, Actuarial, CRM Analyst, CRM Manager, Insight Manager, Marketing Manager, BI Specialist, BI Analyst, BI Manager, IT Manager, Risk Manager, Fraud Manager, Data Visualization Analyst, Data Visualization Manager, Business Analyst, Operation Analyst, Operation Manager, Marketing Director, Risk Director, Reporting Analyst, Reporting Manager, Data Scientist.
15.
Copyright © SAS
Institute Inc. All rights reserved. Episode 3 - v.1 Analysis of results: Analyst segment Tested effects: - Image: Image actual user view with strong colors contrast - Nudge: Orange button with action verbing - Heuristic: Social proof below main message - Product: “Masterclass” offering – (admitting it was product showcase) - Content: Analytics - Copywrite: Empowerment Result: 48.7% increase in clickthrough rate Statistical test: There is evidence that the above combination of heuristics, nudge and behavioral communication generate a statistical significant result respect to the classical SAS ad Limited power: The total number of impressions assigned to the test group does not allow to accept the effect as strong one, as it will hold true only in 57% of the cases
16.
Copyright © SAS
Institute Inc. All rights reserved. Episode 3 – v.2 Analysis of results: Analyst segment Tested effects: - Image: Portrait of user using the tool - Nudge: Orange button with scarcity call - Heuristic: Social proof below main message - Product: “Masterclass” offering – (admitting it was product showcase) - Content: Analytics - Copywrite: Empowerment Result: 5.4% decrease in clickthrough rate Statistical test: There no is statistical evidence that the above combination of heuristics, nudge and behavioral communication generate a significative change in click rates than a classical SAS ad
17.
Copyright © SAS
Institute Inc. All rights reserved. Episode 4 – Targeting Profiles • Audience: Data Scientist, Data Science Analyst, Data Science Manager, Quantitative Analyst, Statisticians, Econometricians, Machine Learning expert, Machine Learning Engineer, Economist, Statistical Analyst (and all levels of seniority).
18.
Copyright © SAS
Institute Inc. All rights reserved. Episode 4 – Ads Analysis of results: DS segment • Tested effects: - Image: Image actual user view with NO strong colors contrast - Nudge: Orange button with scarcity call - Heuristic: Social proof below main message - Product: “Masterclass” offering – (admitting it was product showcase) - Content: Machine Learning - Copywriting: Scarcity + Empowerment • Result: 53% increase clickthrough rate • Statistical test: There is evidence of a significative effect in the test groups in terms of click rate • Power: These conclusion hold true in 75% of cases, offering a solid enough conclusion to the significance of the effect • The chances of generate a click are 1.53 times higher using this behavioral design • Insight: The difference could have been generated by the usage of a visual-depiction imagery, messaging based on scarcity and empowerment AND scarcity button.
19.
Copyright © SAS
Institute Inc. All rights reserved. Episode 5 – Targeting Profiles • Audience: Data Scientist, Data Science Analyst, Data Science Manager, Quantitative Analyst, Statisticians, Econometricians, Machine Learning expert, Machine Learning Engineer, Economist, Statistical Analyst, Data Engineer (and all levels of seniority), Data Analyst, Data Manager, Insight analyst.
20.
Copyright © SAS
Institute Inc. All rights reserved. Episode 5 – Ads1 Analysis of results: Analyst segment Tested effects: - Image: Theoretical construct - Nudge: Orange button with scarcity call - Heuristic: Social proof below main message - Product: “Masterclass” offering – (admitting it was product showcase) - Content: Machine Learning - Copywriting: Empowerment Result: 0% increase clickthrough rate Statistical test: There is no evidence of a significative effect in the test groups in terms of click rate
21.
Copyright © SAS
Institute Inc. All rights reserved. Episode 5 – Ads2 Analysis of results: Analyst segment Tested effects: - Image: Image actual user view with NO strong colors contrast - Nudge: Orange button with scarcity call - Heuristic: Social proof below main message - Product: “Masterclass” offering – (admitting it was product showcase) - Content: Machine Learning - Copywriting: Empowerment Result: 23% increase clickthrough rate Statistical test: There is no evidence of a significative effect in the test groups in terms of click rate
22.
Copyright © SAS
Institute Inc. All rights reserved. Episode 6 – Targeting Profiles • Audience: Data Scientist, Data Science Analyst, Data Science Manager, Quantitative Analyst, Statisticians, Econometricians, Machine Learning expert, Machine Learning Engineer, Economist, Statistical Analyst, Data Engineer (and all levels of seniority), Data Analyst, Data Manager, Insight analyst.
23.
Copyright © SAS
Institute Inc. All rights reserved. Episode 6 – Ads1 Analysis of results: DS segment Tested effects: - Image: Image actual user view with strong colors contrast - Nudge: Orange button with action call - Heuristic: Social proof below main message - Product: “Class” offering – (admitting it was product showcase) - Content: Machine Learning - Copywriting: Empowerment Result: 111% increase clickthrough rate The chances of generate a click are 2.12 times higher using this behavioral design Statistical test: There is evidence of a significative effect in the test groups in terms of click rate Power: These conclusion hold true in 96% of cases, offering a solid conclusion to the significance of the effect
24.
Copyright © SAS
Institute Inc. All rights reserved. Episode 6 – Targeting Profiles • Audience: Customer Service Manager, Customer Service Director, Marketing Manager, Marketing Director, Business analyst, Reporting Manager, Reporting Director, Business Intelligence Manager, Business Intelligence Director, Customer Service Director, IT Manager, IT Director, CRM Manager, CRM Director, Loyalty Manager, Loyalty Director, Complaint Manager, Complaint Director, Brand Manager, Brand Director
25.
Copyright © SAS
Institute Inc. All rights reserved. Episode 6 – Ads2 Analysis of results: Business User segment Tested effects: - Image: Image actual user view with strong colors contrast - Nudge: Orange button with action call - Heuristic: Social proof below main message - Product: “Class” offering – (admitting it was product showcase) - Content: Machine Learning - Copywriting: Empowerment Result: 17.4% increase clickthrough rate Statistical test: There is no evidence of a significative effect in the test groups in terms of click rate
26.
Copyright © SAS
Institute Inc. All rights reserved. Episode 7 – Targeting Profiles • Audience: Data Scientist, Data Science Analyst, Data Science Manager, Quantitative Analyst, Statisticians, Econometricians, Machine Learning expert, Machine Learning Engineer, Economist, Statistical Analyst, Data Engineer, Data Analyst, Data Manager, Insight analyst, Demand Planner, Planificador Demanda, Actuarial, Forecasting Analyst, Economist, Risk analyst, Financial Analyst, Actuarial, Economist – (All levels of seniority).
27.
Copyright © SAS
Institute Inc. All rights reserved. Episode 7 – Ads2 Analysis of results: Aggregated technical audience Tested effects: - Image: Image actual user view with no colors contrast - Nudge: Orange button with action call - Heuristic: Social proof below main message - Product: “Class” offering – (admitting it was product showcase) - Content: Machine Learning - Copywriting: Empowerment Result: 26% increase clickthrough rate Statistical test: There is no statistical evidence of a significative effect in the test groups in terms of click rate
28.
Copyright © SAS
Institute Inc. All rights reserved. Episode 7 – Targeting Profiles • Audience: Econometricians, Demand Planner, Planificador Demanda, Forecasting Analyst– (All levels of seniority).
29.
Copyright © SAS
Institute Inc. All rights reserved. Episode 7 – Ads2 Analysis of results: Sectorial technical audience Tested effects: - Image: Image actual user view with strong colors contrast - Nudge: Orange button with action call - Heuristic: Social proof below main message - Product: “Class” offering – (admitting it was product showcase) - Content: Machine Learning - Copywriting: Empowerment Result: 375% increase clickthrough rate keeping only an arousal color and a short empowering phrase The chances of generate a click are 4.76 times higher using the limited behavioral design Statistical test: There is evidence of a significative effect in the control groups in terms of click rate Power: These conclusion hold true in 82% of cases, offering a solid conclusion to the significance of the effect
30.
Copyright © SAS
Institute Inc. All rights reserved. Outcome vs Linkedin general CTR stats • The average CTR in Linkedin is 0.39% • CTRs between 0.35% and <1% are considered in the industry as good performing ADS • ADS with a CTR >=1% are considered high performing ADS Test performances • 3 over 9 ads reach CTR above 1% -> Identified three high performing design to use in further campaigns • 5 ads over 9 reach CTR>0.39% -> Hints that the behavioral designs are associated to higher CTR than the average AD on Linkedin Outcome vs SAS ADS performance SAS standard ADS average performances 2020: • Average CTR Iberia 0.42% • Average CTR Spain 0.4% • Average CTR Portugal 0.73% • Average CTR EDN Europe 0.26% Test performances • All the ADS have reported CTR performances significatively above the European average • 7 ads over 9 have reported CTR performance significatively above Spain and European averages • 4 ads over 9 have reported CTR performances significatively above Portugal average Outcomes vs Control Group • Two behavioral designs ADS triggered significative click increase than the classic SAS ADS control groups (+53%, +22 visitors and +111%, +32 visitors) -> Strong design to use in next campaigns • One lighter version of a behavioral designs demonstrated to be more effective with a target audience related to Demand planning (+375%, +18 visitors) -> Strong design for ads targeting this specific audience • Three behavioral designs generated stronger click performance than control groups (+26%, +23% and +26%). However, these performance haven’t been strong enough to exclude randomness. Therefore further tests will be needed. Behavioral Marketing Methodology Experiment objectives • Increase the clickthrough rates of SAS ads • By employing behavioral science methodologies Net effects • Increase the ROI per money spent • By landing more target audience on SAS data subscription page than a classical SAS ads Experiment design • 5 episodes with a test group receiving one or two versions behavioral designed ads • And a control group receiving a classical SAS ad or a lighet behavioral designed AD
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