A collaboration of existing findings of both neuroscience and marketing research as it pertains to neuromarketing. Here neuromarketing definitions, technologies, validation and application are discussed. http://lunaweb.com
This introduction and overview to neuromarketing was presented at the Western New England College 2010 Communications and Leadership Conference by Jennifer Williams of Verilliance and John Bidwell of Bidwell ID. It defines neuromarketing, discusses controversies, presents case studies, and provides take-aways.
This introduction and overview to neuromarketing was presented at the Western New England College 2010 Communications and Leadership Conference by Jennifer Williams of Verilliance and John Bidwell of Bidwell ID. It defines neuromarketing, discusses controversies, presents case studies, and provides take-aways.
Neuromarketing: The Future of Better Communications Neuromarketing Examples
Diana Lucaci, Founder & CEO
www.trueimpact.ca| True Impact | @dianalucaci
Canadian Chair, Neuromarketing Science and Business Association
Why Does it Matter?
Competitive Marketing landscape.
Impulse buying, confusion in marketplace.
Conventional marketing is disruptive.
Shift to digital, inbound marketing.
Marketing & Advertising need better tools.
De-clutter – Simplify messaging and visuals.
Differentiate – Sharp contrast against competition.
Build brands – Brands are shortcuts to reward.
Adapted from Gemma Calvert, Neurosense, Chair of Applied Neuroimaging, University of Warwick.
Neuromarketing fMRI Example
The ad campaign that created the greatest activity in a certain brain region, generated significantly more calls to a stop-smoking hotline.(Source: Sage Journals, 2012)
Neuromarketing EEG Example
Engaging multiple senses:
Communicates with the old brain, through the use of imagery.
Communicates with the neocortex, by making you wonder if the kid can move objects..
Stimulates the Senses, with epic soundtrack!
Make You Feel It. It’s simply a sweet story.
Neuromarketing Eye-Tracking Example
Decision Paralysis – Less is More
Grocery store displayed 24 varieties of jam, and offered samples.
60% of customers stopped to sample the jams
3% made a purchase
Next day, displayed only 6 jars.
40% customers stopped
30% made a purchase
Study by Sheena Iyengar, Professor at Columbia University.
Future of Neuromarketing
Deloitte predicts that the marketing and advertising industry will likely have brains on the brain for 2012. (Source: Deloitte TMT Predictions 2012)
About True Impact
True Impact provides Neuromarketing research and strategy, to solve Marketing and Advertising challenges.
Technologies: fMRI, EEG, eye-tracking
Learn more at www.trueimpact.ca
Get to know How and What Role Brain Plays in Online Domain. Factors for consideration and emphasis for Online Businesses. Content Creation to engagement to conversion.
The Decision Making Process - Neuromarketing Overview True Impact
Neuromarketing: The Future of Better Communications The Decision Making Process
By Diana Lucaci, Founder & CEO
www.trueimpact.ca| True Impact | @dianalucaci
Canadian Chair, Neuromarketing Science and Business Association
The 3 Brains of Decision-Making
Subconscious to Conscious Thought
Understanding Customer Emotions Benefits the Entire Organization
Neuromarketing Applied to All Media
Top 3 Neuromarketing Applications
Optimize any communication to elicit positive emotions, and increase propensity to buy.
Take the risk and guesswork out of Marketing.
Ultimately understand what your customers want, before they express it.
Future of Neuromarketing
Deloitte predicts that the marketing and advertising industry will likely have brains on the brain for 2012. (Source: Deloitte TMT Predictions 2012)
True Impact – Neuromarketing Process
About True Impact
True Impact provides Neuromarketing research and strategy, to solve Marketing and Advertising challenges.
Technologies: fMRI, EEG, eye-tracking
Learn more at www.trueimpact.ca
Neuro Marketing: Neuroscience and consumer behaviourLogesh Kumar
This slide is prepared on the basis of classes attended by Logesh Kumar an alumni of IIM Ahmedabad. With a great deal to let others also know the recent trends in neuroscience. The viewers and downloaders may use the video links to watch it. Hope you will enjoy the meaningful slides all together.
Neuro-design with a fMRI brain scanner, let's neuromarketing!IgnitionOne
Professor Arnaud Petre, Managing Director, BRAIN IMPACT &
Chairman, Neuromarketing Association - Belgium, looks at how neuroscience can help marketing at the IgnitionOne Automotive Summit, June 2014
Neuromarketing: The Future of Better Communications Neuromarketing Examples
Diana Lucaci, Founder & CEO
www.trueimpact.ca| True Impact | @dianalucaci
Canadian Chair, Neuromarketing Science and Business Association
Why Does it Matter?
Competitive Marketing landscape.
Impulse buying, confusion in marketplace.
Conventional marketing is disruptive.
Shift to digital, inbound marketing.
Marketing & Advertising need better tools.
De-clutter – Simplify messaging and visuals.
Differentiate – Sharp contrast against competition.
Build brands – Brands are shortcuts to reward.
Adapted from Gemma Calvert, Neurosense, Chair of Applied Neuroimaging, University of Warwick.
Neuromarketing fMRI Example
The ad campaign that created the greatest activity in a certain brain region, generated significantly more calls to a stop-smoking hotline.(Source: Sage Journals, 2012)
Neuromarketing EEG Example
Engaging multiple senses:
Communicates with the old brain, through the use of imagery.
Communicates with the neocortex, by making you wonder if the kid can move objects..
Stimulates the Senses, with epic soundtrack!
Make You Feel It. It’s simply a sweet story.
Neuromarketing Eye-Tracking Example
Decision Paralysis – Less is More
Grocery store displayed 24 varieties of jam, and offered samples.
60% of customers stopped to sample the jams
3% made a purchase
Next day, displayed only 6 jars.
40% customers stopped
30% made a purchase
Study by Sheena Iyengar, Professor at Columbia University.
Future of Neuromarketing
Deloitte predicts that the marketing and advertising industry will likely have brains on the brain for 2012. (Source: Deloitte TMT Predictions 2012)
About True Impact
True Impact provides Neuromarketing research and strategy, to solve Marketing and Advertising challenges.
Technologies: fMRI, EEG, eye-tracking
Learn more at www.trueimpact.ca
Get to know How and What Role Brain Plays in Online Domain. Factors for consideration and emphasis for Online Businesses. Content Creation to engagement to conversion.
The Decision Making Process - Neuromarketing Overview True Impact
Neuromarketing: The Future of Better Communications The Decision Making Process
By Diana Lucaci, Founder & CEO
www.trueimpact.ca| True Impact | @dianalucaci
Canadian Chair, Neuromarketing Science and Business Association
The 3 Brains of Decision-Making
Subconscious to Conscious Thought
Understanding Customer Emotions Benefits the Entire Organization
Neuromarketing Applied to All Media
Top 3 Neuromarketing Applications
Optimize any communication to elicit positive emotions, and increase propensity to buy.
Take the risk and guesswork out of Marketing.
Ultimately understand what your customers want, before they express it.
Future of Neuromarketing
Deloitte predicts that the marketing and advertising industry will likely have brains on the brain for 2012. (Source: Deloitte TMT Predictions 2012)
True Impact – Neuromarketing Process
About True Impact
True Impact provides Neuromarketing research and strategy, to solve Marketing and Advertising challenges.
Technologies: fMRI, EEG, eye-tracking
Learn more at www.trueimpact.ca
Neuro Marketing: Neuroscience and consumer behaviourLogesh Kumar
This slide is prepared on the basis of classes attended by Logesh Kumar an alumni of IIM Ahmedabad. With a great deal to let others also know the recent trends in neuroscience. The viewers and downloaders may use the video links to watch it. Hope you will enjoy the meaningful slides all together.
Neuro-design with a fMRI brain scanner, let's neuromarketing!IgnitionOne
Professor Arnaud Petre, Managing Director, BRAIN IMPACT &
Chairman, Neuromarketing Association - Belgium, looks at how neuroscience can help marketing at the IgnitionOne Automotive Summit, June 2014
Earlier this year, researchers behind a study in Archives of Neurology say they had a found a link between “brain-stimulating activities” and levels of protein thought to cause Alzheimer’s disease. Showcased in the presentation are the results of two previous studies that seem to indicate an increase in cognitive processing as well. The following presentation walks the learner through a better understanding of the physical systems in the brain that are most affected by learning. Associated with each system is a glimpse of the games that were developed by educational game developers to stimulate brain activity. Towards the end of the presentation, there is a surprise twist! It turns out that there may be a more effective and even simpler way to increase cognitive processing. Can you guess what it is?
For fun, try out a few games for yourself at: http://www.lumosity.com/
You can also visit my learning blog at: http://arupert.wordpress.com/2012/05/18/561/
Archives of Neurology reference:
http://abcnews.go.com/blogs/health/2012/01/23/brain-games-may-help-thwart-alzheimers-study/
Respect Serendipity, Aalto University 4.3.2014 Ilkka Kakko
Opening Event of Seminar Series: "Future of Learning and Work at Aalto".
Overview for the theoretical background and current status of the serendipity research . Practical implementations of serendipity management. Vision for the future.
Steve Phipps of LunaWeb presents to the Sales and Marketing Society of Memphis. How to evaluate your website's performance in terms of lead generation and what tools you can use to ramp up your website as a lead generation tool.
It's the People Stupid. Why Story Matters to Brands.Luna Web
An overview of how marketing is really a story. Every brand has a story whether it's intentional or not. Marketers need to know their audience and how to tell stories that matter. This presentations starts at a high level and narrows down to some specifics to get the process started.
This presentation, given at BarCamp Memphis 2011, provides a good overview of the online media planning process. If you are considering placing any ads online, be sure to take a look. Let us know if we can be of service.
Marketing Campaigns That Killed It (and some that didn't)Luna Web
Not all marketing campaigns are created equal. Some are dripping with creativity and executed flawlessly generating a great response. Others are well intended but get derailed by poor execution or a lack of attention to detail. And then there are some that never should have been launched due to poor concept, planning and/or execution.
This presentation - originally given by Steve Phipps (from LunaWeb.com) at the 2011 Memphis BarCamp - reviews a number of marketing initiatives ranging from wildly successful to incredibly disastrous. The design of the presentation is to learn from all of these marketing efforts and then apply them to our own marketing efforts. After all, experience is a great teacher, especially when it’s someone else’s experience!
As it turns out, "gamification" is for everyone (not just gamers or gamedevs). When I uploaded this, I realize all the information was in the dialog. Here's a few URL's on this:
http://sallyhogshead.com/fscore
http://artofgamedesign.com
http://techcrunch.com/2010/08/25/scvngr-game-mechanics/
"Memphis, Y U Not Use Hashtags" by: Aaron PratherLuna Web
Aaron Prather's IgniteMemphis 2 presentation, "Memphis, Y U Not Use Hashtags". Aaron of http://stiQRd.com rocked the house with this great Twitter #hashtag presentation.
Matt DeLong - Freelancer to Business OwnerLuna Web
A presentation on moving from Freelancer to Business Owner, brought to BarCamp Memphis by Matt DeLong from Core Commerce in Nashville. Core Commerce was a Platinum Sponsor for the event.
Matt DeLong - PCI Compliant Ecommerce OptionsLuna Web
A presentation on PCI Compliant Ecommerce Options brought to BarCamp Memphis by Matt DeLong from Core Commerce in Nashville. Core Commerce was a Platinum Sponsor for the event.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Generating a custom Ruby SDK for your web service or Rails API using Smithyg2nightmarescribd
Have you ever wanted a Ruby client API to communicate with your web service? Smithy is a protocol-agnostic language for defining services and SDKs. Smithy Ruby is an implementation of Smithy that generates a Ruby SDK using a Smithy model. In this talk, we will explore Smithy and Smithy Ruby to learn how to generate custom feature-rich SDKs that can communicate with any web service, such as a Rails JSON API.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
2. Outline
1. Your brain and consuming
2. Neuroscience 101
3. Neuromarketing
a) Methods/Technology
b) Examples
c) Application to small businesses
4. Neuromarketing resources
24. • Make the first few lines shorter by adding an
image
• Recommendation: 100 characters per line
(optimal length for reading speed)
25. Neuromarketing is traditional
marketing with technology.
• stores have targeted the reptilian brain to
create a positive buying environment even
before neuroscience technology was
available.
– Color
– Shapes
– Organization
– Smell
– Music
29. • Images
Bibliography
– Title
http://www.google.com/imgres?um=1&hl=en&sa=N&biw=1600&bih=775&tbm=isch&tbnid=-BzF-lwduWTZnM:&imgrefurl=http://www.pazarlamadunyasi.com/Default.aspx%3Ftabid%3D5408%26ItemId%3D719&docid=nu-ylOBXFIDZrM&imgurl=http://www.pazarlamadunyasi.com/Portals/0/Ekim/neuromarketin
– Slide 3:
http://www.google.com/imgres?um=1&hl=en&biw=1600&bih=775&tbm=isch&tbnid=jLXyJ4OQ0wovCM:&imgrefurl=http://holydonuts.blogspot.com/2010/10/finally-proof-that-donuts-are-miracle.html&docid=sR_ZcaQ3vGBxOM&imgurl=http://cache.gawker.com/assets/images/lifehacker/2010/10/d
i:84
– Slide 4 www.wepagesthatsuck.com
– slide5
http://www.google.com/imgres?um=1&hl=en&sa=N&biw=1381&bih=780&tbm=isch&tbnid=Px5ehwTlOnFeDM:&imgrefurl=http://tranquilitymindcoach.com/subconscious-vs-conscious-mind/&docid=A-ZqrzsOUIcDwM&imgurl=http://tranquilitymindcoach.com/wp-content/uploads/2011/09/tom1.jpg&
– http://www.google.com/imgres?um=1&hl=en&sa=N&biw=1381&bih=780&tbm=isch&tbnid=YlhI4m3ldJ4ywM:&imgrefurl=http://www.transcendlimits.com/power-subconscious-mind.html&docid=VVNrC2ptxJmRrM&imgurl=http://www.transcendlimits.com/image-files/subconscious-mind.jpg&w=500
– S
Slide 6, 7
http://neuro.mediasauce.com/
– Slide 9
http://www.google.com/imgres?
um=1&hl=en&sa=N&biw=1197&bih=642&tbm=isch&tbnid=ZiES0RgISbwkRM:&imgrefurl=http://www.mayoclinic.com/health/medical/IM03440&docid=TPUUCRIrduQ9MM&imgurl=http://www.mayoclinic.com/images/image_popup/bn7_lobes.jpg&w=400&h=400&ei=hpf9T7PdC9LQ
qwH-qbmMCQ&zoom=1&iact=rc&dur=336&sig=103459387994404128462&page=4&tbnh=127&tbnw=127&start=68&ndsp=23&ved=1t:429,r:14,s:68,i:338&tx=63&ty=95
– Slide 10
http://www.google.com/imgres?um=1&hl=en&biw=1197&bih=630&tbm=isch&tbnid=nfWE3MbXJ9_5IM:&imgrefurl=http://soiwasjust.blogspot.com/2010/12/brain-under-construction.html&docid=SxoTLA-
Ja7M9DM&imgurl=http://4.bp.blogspot.com/_9PKjb_tLJ7A/TQ7KPitV-8I/AAAAAAAABvE/ECg3n0n5_Qo/s1600/ADHD-Brain-Under-Construction.jpg&w=424&h=283&ei=M5j9T6a_F8HlrQHT-
K2LCQ&zoom=1&iact=rc&dur=274&sig=103459387994404128462&page=1&tbnh=117&tbnw=177&start=0&ndsp=20&ved=1t:429,r:4,s:0,i:87&tx=101&ty=67
– Slide 11 http://en.wikipedia.org/wiki/File:Gsr.svg
– Slide 12
http://www.google.com/imgres?q=eye+tracking&start=121&um=1&hl=en&client=firefox-a&sa=N&rls=org.mozilla:en-US:official&channel=fflb&biw=1253&bih=542&addh=36&tbm=isch&tbnid=KjgrMfUq7dsY-
M:&imgrefurl=http://news.cnet.com/2300-11389_3-6240184.html&docid=V9jN36E2eFVCZM&imgurl=http://i.i.com.com/cnwk.1d/i/ne/p/2008/japantech1_550x384.jpg&w=550&h=384&ei=FvT6T-
DYKJOK8QTn1bjRBg&zoom=1&iact=hc&vpx=895&vpy=91&dur=2698&hovh=188&hovw=269&tx=152&ty=145&sig=116511068856481520782&page=9&tbnh=159&tbnw=197&ndsp=17&ved=1t:429,r:5,s:121,i:119
– Slide 13
http://www.google.com/imgres?q=eye+tracking&um=1&hl=en&client=firefox-a&sa=N&rls=org.mozilla:en-US:official&channel=fflb&biw=1253&bih=542&tbm=isch&tbnid=g6UjDxbCK4Sc7M:&imgrefurl=http://evocinsights.com/blog/methodology-spotlight-the-benefits-of-adding-
eye-tracking-to-usability-labs/&docid=MrHS9TmehgVe3M&imgurl=http://www.evocinsights.com/img/eVOC_Eye_Tracking_Data.jpg&w=655&h=290&ei=wvP6T4P1O4ak8QTH-pjwBg&zoom=1&iact=hc&vpx=217&vpy=156&dur=5922&hovh=149&hovw=338&tx=184&ty=
47&sig=116511068856481520782&page=6&tbnh=107&tbnw=242&start=75&ndsp=16&ved=1t:429,r:12,s:75,i:385
– Slide 14
http://www.google.com/imgres?q=eeg&um=1&hl=en&client=firefox-a&hs=B9u&rls=org.mozilla:en-US:official&channel=fflb&biw=1253&bih=542&tbm=isch&tbnid=Uz454dnnykl4cM:&imgrefurl=http://neurodevelopmentcenter.com/index.php%3Fid
%3D39&docid=9YL3dPRDq3JcxM&imgurl=http://neurodevelopmentcenter.com/uploads/pics/eeg_traces_01.gif&w=495&h=356&ei=TOX6T9nUO4uO8wT87PnFBg&zoom=1&iact=hc&vpx=402&vpy=196&dur=129&hovh=190&hovw=265&tx=140&ty=118&sig=116511068856481520782
&page=1&tbnh=152&tbnw=207&start=0&ndsp=12&ved=1t:429,r:2,s:0,i:144
•Nuerofocus.com
– Slide 15
http://www.google.com/imgres?
hl=en&sa=X&biw=1197&bih=630&tbm=isch&prmd=imvns&tbnid=N9mAB92cdHIfMM:&imgrefurl=http://neuro.mediasauce.com/&docid=DP1dciyrmBDkNM&imgurl=http://neuro.mediasauce.com/images/fmri_machine.png&w=435&h=324&ei=Bpz9T4CLFsHYqAHB08CLCQ&zoom=1
&iact=rc&dur=211&sig=103459387994404128462&page=1&tbnh=120&tbnw=160&start=0&ndsp=18&ved=1t:429,r:14,s:0,i:133&tx=89&ty=30
– Slide 16
http://www.google.com/imgres?imgurl=http://psychcentral.com/lib/img/fmri_scan.jpg&imgrefurl=http://psychcentral.com/lib/2007/what-is-functional-magnetic-resonance-imaging-
fmri/&h=200&w=164&sz=12&tbnid=4ErNiY7ufh_cMM:&tbnh=90&tbnw=74&zoom=1&usg=__XBH6c-Z7tDX1ZD8XKuBFRvRh8A4=&docid=NC0Mp5AbtQ4cnM&hl=en&sa=X&ei=M5z9T9umOMyQqwHtipW6Ag&ved=0CFgQ9QEwAg&dur=191
– Slide 17
Video: http://www.sandsresearch.com/2012KingsCourt.asp
– Slide 18, 19, 20
Anti smoking campaign study http://www.neurosciencemarketing.com/blog/articles/neuromarketing-ad-success.htm
• Info
– Slide 3
http://www.fi.edu/learn/brain/carbs.html#brainpower
– Slide 5
Lipton, Bruce with Steve Bhaerman, Spontaneous Evolution, Hay House, Carlsbad California, 2009.pgs.31-34
Szegedy-Mazak, Marianne, "Mysteries of the Mind: Your unconscious is making your everyday decisions," U.S.News & World Report, February 28, 2005 (accessed in Burce Lipton's book October 2011)
– Slide 8
Video on http://neuro.mediasauce.com/
– Slide 13
http://psychcentral.com/lib/2007/what-is-functional-magnetic-resonance-imaging-fmri/
– Slide 17
Coke vs pepsi http://en.wikipedia.org/wiki/Neuromarketing
– Slide 21
http://www.forbes.com/forbes/2009/1116/marketing-hyundai-neurofocus-brain-waves-battle-for-the-brain.html
– Slide 22
http://neuro.mediasauce.com/
– Slide 23
http://socialtriggers.com/best-font-website/
– Slide 24
http://socialtriggers.com/perfect-content-width/
Editor's Notes
Neuromarketing has a strict definition of using technology to measure brain response to advertisements and marketing strategies, but also can include a more loose definition of using psychology or any brain function to market a product.
Your brain runs on glucose. When your brain is used, it drains glucose. Studies show that brain areas responsible for learning and memory drain particularly fast when learning and memory tasks become difficult. The brain does not ever want to starve or run out of glucose, therefore, the brain is going to take as many shortcuts as possible to conserve that energy during a task to achieve a goal. The brain wants to do the least amount of work to get the same task done..
For example, when you ’re on the internet and you go to a webpage with a ton of reading, you may conciously think, “Eh, I don’t want to read all of this..” and you skip through it, missing information that the website writer thought was important. You ’re trying to do the least amount of work to get the gist of what that site is saying. That ’s a conscious example.. You CONSCIOUSLY think “This is too much to read” Unconscious: you may not notice that looking at this is actually stressing you out.. You ’re having a negative experience and your stress hormones are skyrocketing. Your brain doesn ’t want to use all the glucose required to read through this site.
So, cognitive neuroscientists conclude that the self-conscious mind (or neo-cortex) contributes only about 5 percent of our cognitive activity. That means that 95 percent of our decisions , actions, emotions and behaviors are derived from the unobserved processing of the subconscious mind. (Lipton, 2009 and Szegedy-Mazak 2005 - see end notes). Conclusion: 95% of our decisions happen unconsciously without our awareness. Lipton, Bruce with Steve Bhaerman, Spontaneous Evolution, Hay House, Carlsbad California, 2009.pgs.31-34 Szegedy-Mazak, Marianne, "Mysteries of the Mind: Your unconscious is making your everyday decisions," U.S.News & World Report, February 28, 2005 (accessed in Burce Lipton's book October 2011) Lipton, 2009 and Szegedy-Mazak 2005
Sales brain and media sauce created this diagram which matches what many scientists and researchers have found: humans contain 3 brains.. The new brain which is rational thought, the middle brain: emotional thought… and finally the reptillian brain. The oldest brain (evolutionarily), it’ s the part that causes us to go into fight or flight mode. Like when you jump and run when you see a stick because you thought it was a snake. You don’t rationalize “HEY theres a snake! And then decide to run.. Your brain decides for you. Again, if someone goes at you with a punch and fakes you out or maybe if you hear a loud sudden noice, you still flinch even when they do it multiple times.. This reptillian brain is therefore known by scientists as the area that makes decisions.. It’ s the part in animals that makes them eat when its time to eat or run away from a predator. And it still works the same way in humans. This therefore is the area which neuromarketers TARGET!
Marketing Example: Lets say you ’re producing a product.. Lets say a marker. You can make this product in any color you want to differentiate yourself from your competitors products.. So you make some samples (a red and a blue marker) and you put a traditional focus group together and you ask everyone what color do you like better? Everyone says red, so you make red markers anticipating most people will buy your red marker over your competitor.. The thing is.. Your product doesn ’t end up selling as much as you’d like it to… Consciously, everyone thought they liked the red marker.. But then they didn ’t buy it… subconsciously, something must be going on.. In neuromarketing, you can throw those people in an fMRI scan, ask them if they like red or blue better. They will tell you they like the red, but their brains will show you they really like the blue better… so instead the company can manufacture blue ones and they will sell. And maybe the brain scan will show they blue promotes more calmness than red and that could be a possible reason why people actually like it better so use that in the branding to show the value of a good blue marker This is important because with How does this relate to marketing? $32.5 billion Kantar Media Intelligence in 1 st quarter of 2011 Comes close to 150 billion dollars everyyear.. One large company spent a over 4 billion on their annual budget.. With that kind of money being thrown around, companies want to know what adds are going to get us to act, to be motivated to become subscribers.. . In the past companies have used focus groups but knowing that 95% of your decisions are made by the subconscious how can using research based on conscious BIASED answers do these companies any good. Another point is that you don’ t need an fMRI scan to know that blue might sell better. Marketers in the past have chosen to make their products blue over red because blue reminds people of the ocean and people vacation to the ocean to relax. Also red is known to be an “ angry ” color (think bull ’ s target). Marketing has been using psychology since buying and selling begun.
Before I tell you more about these new technologies.. A quick neuroscience lesson If a part of the brain is “activated” it means that part of the brain is working the most. For instance if I show you a silent movie and the room is quiet, the information will move through your eye and your visual cortex/occipital lobe (that processes visual information) will be activated. The brain will then will send that information to other brain areas so that you can identify what the objects are, and maybe what is the emotional story going on..all from the visual information. There are new technologies which can monitor your brain activity while you are watching advertisements. The more something is activated, the more it has your attention, gets embedded into your memory.. the more you create an emotional attachment . neuromarketers are using information like this to determine which types of ads are more successful and WHY. What about that ad made you want to buy it.
Also, Steady state topography. Google, Disney, Microsoft and Chevron use neuromarketing.
You can measure biometrics while someone is watching an advertisement. Galvanic Skin Response measures change in skin conductance which varies with moisture (sweat) levels. This is of interest because the sweat glands are controlled by the sympathetic (involuntary) nervous system so skin conductance is used as an indication of psychological or physiological arousal. (This is how a lie detector works). So if they see a scary movie and a door suddenly slams unexpectedly, the person may jump and a large spike will occur at the time of the door slam. GSR can detect excitement at a given time. Bill and melinda gates foundation given an educational grant to perform a study to see how engaged students are. Students will wear galvanic skin response bracelets to determine how bored or excited they are during a lesson.
Measures point of gaze. Wear glasses that track your retina while watching a screen.
Software creates maps to show where your eyes looked at what time during an advertisement.
Measures electrical changes across the scalp- so only the outer area of the brain. Excited- so it can measure emotions.. Just don ’t know which emotions- so fear, happiness, exitement all show the same pattern. REALLY small time lag. Not so good with specifically what area.. So .. You watch a commercial and EEG shows which parts of the commercial incite the most emotion
Functional magnetic resonance imaging, or fMRI, is a technique for measuring brain activity. It works by detecting the changes in blood oxygenation and flow that occur in response to neural activity – when a brain area is more active it consumes more oxygen and to meet this increased demand blood flow increases to the active area. fMRI can be used to produce activation maps showing which parts of the brain are involved in a particular mental process. So show a subject a commercial and watch their brain activation. See which parts of the commercial activate which brain areas.
fMRI can be used to produce activation maps showing which parts of the brain are involved in a particular mental process. Color indicates higher activation.
Which one is the best one? Using them all TOGETHER. Sands Research, a neuromarketing company, ranks superbowl commercials based on how much brain activation they produce. 2012- Pepsi commercial was ranked #1. After watching the video, notice the Pepsi logo is not ever “in your face”. Also.. Where there’s pepsi, there’s music? And the slogan is in old english font? Why would pepsi have done this? Wikipedia of Neuromarketing: In a study from the group of Read Montague published in 2004 in Neuron , [7] 67 people had their brains scanned while being given the " Pepsi Challenge ", a blind taste test of Coca-Cola and Pepsi . Half the subjects chose Pepsi, since Pepsi tended to produce a stronger response than Coke in their brain's ventromedial prefrontal cortex , a region thought to process feelings of reward. But when the subjects were told they were drinking Coke three-quarters said that Coke tasted better. Their brain activity had also changed. The lateral prefrontal cortex , an area of the brain that scientists say governs high-level cognitive powers, and the hippocampus , an area related to memory, were now being used, indicating that the consumers were thinking about Coke and relating it to memories and other impressions. The results demonstrated that Pepsi should have half the market share, but in reality consumers are buying Coke for reasons related less to their taste preferences and more to their experience with the Coke brand. To me it looks like Pepsi is changing their marketing strategy.. To shift brain activation towards experience preference, not taste preference. The experience is that where there is music, there is fun, there is Pepsi.
So maybe pepsi has changed their marketing.. And maybe sands ranked them the highest as far as brain response.. But what is our behavior showing? Did pepsi increase their sales this year? Study isn ’t done yet.. BUT one UCLA study shows that neuromarketing CAN improve sales.. The study took 67 smokers who were trying to quit smoking, put them into an fMRI to measure their brain response, and showed them 3 actual anti smoking campaign commercials each containing a hot line to call (ie. 1800helpmestopsmoking) They were asked to rate the effectiveness of the commercial (which one is most likely to get them to quit smoking/call the number)
Results: Participants Rated C as least likely to get them to call and B as most..
The brain was most active to campaign C! By real world results, they mean the conversion rate.. The number of people who actually called the 1800number to quit. Campaign EXPERTS.. Also reported the same thing in rating… SO brain activity increased for C and behavior increased. This is one of the first studies to show that Neuromarkeitng WORKS. . And brain imaging predicted how the GENERAL population would behave as well.. Not just the people from the study.
Average fMRI or EEG study can cost average 50,000 according to FORBES Eye trackings range in the thousands.. GSR pretty cheap.. 100 dollars
So for contrast.. Use black and white, red and green, yellow and purple.. Contrasting colors on websites to gain attention People prefer smaller widths of content on the web But they actually READ wider widths of content FASTER People prefer smaller widths because they THINK and are CONVINCED that they read smaller width content faster when the reverse is actually true What people want isn ’t necessarily what is best But memory wise.. fancy font give 82 percent recall Simple font only has 72 percent
A crazy messed up disorganized website frustrates people online: your readers. We don ’t need a neuroscience study to know they are less likely to convert if they are stressed out by the homepage. By fancy font, I mean something different from normal standard font - something that stands out. Whether it be this, something with cursive, or if you want a really subconscious message, use a prestigious brand name’s font like Mercedes (really simple font) to give the subliminal message that your website is offering a quality message or product. Width-Bruijn eta al. study showed people prefer reading short line lengths online because it appears more organized and easier to understand. .. . Dyson and Haselgrove, found that people comprehend shorter line lengths better than longer line lengths. So just shorter line length is preferable right? to ensure maximum comprehension and the appearance of simplicity, the perfect line length ranges between 40 and 55 characters per line, or in other words, a content column that varies between 250-350 pixels wide (it depends on font size and choice). If you ’re blogging or selling online, you’ll know that 300-400 pixels wide is much too thin. You have a lot of screen real estate to fill up, and despite the fact that people prefer shorter line lengths, they consistently read longer line lengths (100 CPL, or 500-600 pixels wide) faster.
Need to get them to read content by getting them to read the first few lines and hopefully you say something of interest to keep them reading past those first couple lines.
Neuromarketing blog and Forbes.com Brainy Marketing Blog by Roger Dooley Socialtriggers.com Sallyhogshead.com Derval Research HQ Test