Fact based marketing ING
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Transcript of Fact based marketing ING
![Page 1: Fact based marketing ING](https://reader033.fdocuments.in/reader033/viewer/2022051520/5874d5911a28abd05f8b595d/html5/thumbnails/1.jpg)
Creativity & Fact-based Marketingand are you even allowed to mention them in one sentence
by Arjan Haring
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“Not everything that
counts can be counted,
and not everything that can be counted counts.”
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“An experiment is a
question which science
poses to Nature, and a
measurement is the
recording of Nature’s
answer.”
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And others…
Creative data-driven marketer since 2005
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• 1000s of experiments per month (1 exp/day/person)• Self organizing and multidisciplinary teams• Hypotheses based on behavioural science • Advanced but separate data science team
• 100s of experiments per month (1 exp/week/person)• Self organizing and multidisciplinary teams• Hypotheses based on existing data • Beginning data science team
Fact-based marketing as practiced at
• 1.000.000s of dynamic individual AB tests per month • Self learning algorithm • Hypotheses based on behavioural science • A very advanced but single data scientist (Maurits Kaptein)
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Fact-based marketing: F.I.A.T.
Idea A
•Alternative 1
•Alternative 2
•Alternative X
Fact I
Test A1
Test A2
Test AX
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Experiment
• Why does it work?
Test
• Does it work?
Try
• Can I do it?
Based on discussions with Matt Wallaert, Matt is great!
A hierarchy in rigour of trying
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Why does the lion work so well?
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Does the lion influence consumer behavior?
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Does the lion make you click more?
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Respect the authority of the Lion
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From Idea to
If people get advice from an authoritythey will be more likely to act
• ING as expert
• Recommended products
• Guide you in finance
Milgram, 1963
Test A1
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Testing a Lion’s autority in finance
Milgram, 1963
If people get advice from an authoritythey will be more likely to act
• ING as expert
• Recommended products
• Guide you in finance
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Testing autority in finance
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Testing autority in finance
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Testing autority in finance
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What additional autoritydoes the lion give ING?
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Experiment
• Why does it work?
Test
• Does it work?
Try
• Can I do it?
Based on discussions with Matt Wallaert, Matt is great!
A hierarchy in rigour of trying
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The effect
“By further studying the lion effect we might find new
principles to influence consumers”
Arjan Haring, The Control Group