David will present the fundamentals of Neuromarketing and consumer neuroscience. This will provide the abidance with a basic, yet fundamental understanding of the key concepts and approaches of the field. He will also present on the attention economy, as it has emerged from neuroscience research and discuss its relevance to digital marketing. He will also illustrate neuroscience principles may be applied to enhance your digital marketing strategies. Lastly David will provide real world Neuromarketing case studies demonstrating how to optimise Website UX/UI and Chatbot development.

1. David Rosensteinmark.drummond@neuralsense.co.za;
david.rosenstein@neuralsense.co.za
DIRECTOR,
NEURAL SENSE
JOHANNESBURG ~ NOVEMBER 8 - 9, 2018
DIGIMARCONAFRICA.COM | #DigiMarConAfrica
DIGIMARCONSOUTHAFRICA.CO.ZA | #DigiMarConSouthAfrica
NeuroScience in Digital
Marketing Master Class
MASTERCLASS

3. Neuromarketing 101

4. Neuro
what
?

5. Qualitative
Research
Quantitative
Research

6. “Consumers don’t think how they feel.
They don’t say what they think and
they don’t do what they say.”
- David Ogilvy

7. Qualitative
Research
Quantitative
Research
Neuromarketing
Research

8. Explicit /
conscious
implicit /
subconscious

9. Traditional
economics
Neuroscience
marketing
Psychological
theories
neuroeconomics
Behavioural
Economics
Consumer
neuroscience
neuroimaging
Experimental
psychology
Decision
neuroscience
economics
neuroscience psychology

10. Insert intro video

11. Our clients

12. Our tech video

13. 9%
24%
27%
62%
77%
84%
Facial Coding Self Report Core Biometrics EEG Neuro Combined Neuro + Self Report
Consumer Neuroscience
Boosts Predictability
* Preliminary Analysis
Nielsen Consumer Neuroscience

16. VENTRAL
STRIATUM

19. Context is everything
Style

20. Context is everything
Style soldier

21. Context is everything
Style soldier survivor

23. Decision making

25. System 1 vs system 2

26. When Emotions Make
Better Decisions

27. emotion

28. 31%
Emotional
Source: Case study analysis of the IPA dataBANK, which contains 1,400 case studies of successful advertising campaigns that delivered economic success. The IPA is widely recognized as the world’s most
influential professional body for practitioners in advertising and marketing communications.
Emotion works
16%
rational
26%
Combined

29. attention

32. stimuli

33. Short-term
Sensory store
Perception
Decision &
response
selection
Response
Execution
stimuli

34. Short-term
Sensory store
Perception
Decision &
response
selection
Response
Execution
stimuli Response
feedback
Long-term
memory
Working
memory

35. Short-term
Sensory store
Perception
Decision &
response
selection
Response
Execution
stimuli Response
feedback
Long-term
memory
Working
memory
Attention
Resources

36. Attention
The attention economy

37. Attention
Information
The attention economy

38. Attention
Information
Attention competing
for information
(Past)
Inflection Point
(Present)
Information Competing
for attention
(Tomorrow)
Growth is exponential
The attention economy

39. Attention
Information
Attention competing
for information
(Past)
Inflection Point
(Present)
Information Competing
for attention
(Tomorrow)
The attention economy

40. Attentional bandwidth
Face to face
Telephone call / Voice
Texting
Emoji’s /lexical icons
100%
50%
25%
75%

41. How hard is it to pay attention?
Average attention
span in 2000
Average attention
span in 2013

45. salience

46. Stand Out
Visual salience

47. Perception of Color first, then
shape & form
Brain “sees” a logo

48. Grouped to identify the object
you see
Brain “sees” a logo

49. matched to previous experiences
with same pattern
Brain “sees” a logo

50. semantic attributes added from previous
experience and preference
= meaning and recognition
Brain “sees” a logo

51. In Approximately
400 milliseconds
Brain “sees” a logo

52. principles

53. Visual hierarchy
colour texture shape
direction size

54. Visual hierarchy
Distinctions & Hierarchy No Visual Hierarchy

55. Faces (Fusiform)

56. Spatial processing

57. Gestalt priming

59. ideation
o R&D
o New Products & Services
o Creative development

60. ideation execution
o R&D
o New Products & Services
o Creative development
o Existing products & services
o Marketing & advertising comms

61. we optimise

62. Electroencephalography
Detects emotional and motivational
process providing metrics of engagement,
distraction, approach motivation and
cognitive workload
Facial Coding
Provides measures of the emotional
state(s) elicited by the user experience
and assists in identifying the user pain
points
Remote Eye-Tracking
Provides measures of attention to real
state, on-screen communication, visual
influencers, navigation and CTA's
Galvanic
Skin
Response
Provides measures
of emotional
arousal during
the navigation /
browsing tasks as
well as in response
to static imagery

63. Remote Eye-Tracking
Provides measures of attention to real
state, on-screen communication, visual
influencers, navigation and CTA's
Galvanic
Skin
Response
Provides measures
of emotional
arousal during
the navigation /
browsing tasks as
well as in response
to static imagery
Electroencephalography
Detects emotional and motivational
process providing metrics of engagement,
distraction, approach motivation and
cognitive workload
Facial Coding
Provides measures of the emotional
state(s) elicited by the user experience
and assists in identifying the user pain
points

66. Case study

67. liberty

68. oUser Interface – look & feel, tone & manner (use of emoji’s), brand personality etc.
Liberty short

69. oUser Experience – Levels of Engagement, Emotional and Cognitive responses
Liberty short
0
0,1
0,2
0,3
0,4
0,5
0,6
0,7
0,8
Name(D1)
Carrossel(D2)
Quick_Quote_Intro(D3)
Gif1(D4)
HaveWhatNeed(D5)
Cell_OTP(D6)
License_Card(D7)
License_Disc(D8)
ThumbsUp(D9)
Address(D0)
HistoryCheck(F1)
Tracker(F2)
PreviousClaim(F3)
Parking(F4)
Car_Use(F5)
Married(F6)
Assumptions(F7)
Quote(F8)
Driving_Test(F9)
App_Download(F10)
Finish_Wave(F11)
Policy(F12)
Quote_Decline(Q)
Engagement Workload Valence

70. telkom

71. Website failing
to deliver on
“customer e-service”
challenge

72. findings
o UX pain points
o Optimal UX flow
o Visual influencers (AOI)

73. findings
oStreamlined UX (dramatically
reduced task completion time)
oIncrease positive emotional
engagement
oCall center calls dropped by ⅓

74. Task 2 Task 3 Task 6Task 1
Task 4 Task 5
(New Task)
Task 7
Stimulus:
Telkom
Fixed
Section
Telkom
Mobile
Section
3rd Party
Website
((TBC)
Study design

75. “Apply for a new mobile deal”
1
. 2
.
3
. 4
.
Study design

81. Contact us
Get in touch
mark.drummond@neuralsense.co.za
Mark 082 700 8979
David 084 210 1630
www.neuralsense.com