Five questions for Ogilvy
-
Upload
science-rockstars-on-slideshare -
Category
Technology
-
view
929 -
download
4
description
Transcript of Five questions for Ogilvy
1Beta Launch presentations Q2 2012
is changing the concept of marketing without you even knowing it!
Persuasion Profiling
2Beta Launch presentations Q2 2012
Chief Science Officer PersuasionAPI
Researcher at:University of Tilburg (Assist. Prof. Statistics)
Aalto School of Economics (Post-doc Marketing)Stanford University (Visiting Scholar Communications)
Me
Q1: What is Persuasion?
Q2: Does that work?
Q3: How can we use it?
Q4: Are all customers the same?
Q5: How can you use Persuasion Profiles?
3Beta Launch presentations Q2 2012
Q1: What is Persuasion?
“...a symbolic process in which communicators try to convince other people to change their attitudes or
behaviors regarding an issue through the transmission of a message in an
atmosphere of free choice.”
4Beta Launch presentations Q2 2012
5Beta Launch presentations Q2 2012
• The goal of persuasion is to change someone’s attitudes or behavior.
Q1: Persuasion?
5
• Slide with the towell example
6Beta Launch presentations Q2 2012
Q2: Does that work?
6
“Please reuse your towel”
“Please reuse your towel. Most people reused their towel during their stay”
“Please reuse your towel. Most people
who stayed in this room
reused their towel during their stay”
7Beta Launch presentations Q2 2012
It’s only partly what you want people to do, it’s how you ask it!
It’s how you ask…
8Beta Launch presentations Q2 2012
6 Principles of Persuasion
8
8
9Beta Launch presentations Q2 2012
Persuasion Online
9
10Beta Launch presentations Q2 2012
Should we use all the persuasion we can think of?
Q3: How do we use this?
11Beta Launch presentations Q2 2012
1. “100s of others have taken this study before.”
2. “Professor Ford recommends taking this study.”
3. “There are only 18 hours left to participate in this study.”
1. “100s participated, & Professor Ford recommends it. Only 18 hours left.”
2. “Prof. Ford recommends it, 100s participated, only 18 hours left.”
3. “Only 18 hours left, & Professor Ford recommends it. 100s took it.”
Putting “all at once” to the test:
• Slide with the towell example
12Beta Launch presentations Q2 2012
No!
12
Clicks on multi-principle ads: .18 %
And on single principle ads: .36%
13Beta Launch presentations Q2 2012
Should we use the same principles for everyone?
Q4: Are we all the same?
14Beta Launch presentations Q2 2012
2 Scenarios:
14
Effect of using a strategy
Avera
ge
Individuals
+-
Individuals
Effect of using a strategy
Avera
ge
+-
15Beta Launch presentations Q2 2012
We are different, but consistent…
16Beta Launch presentations Q2 2012
Persuasion Profiles
Wouldn't you like to know how to adjust
your (online) presence in a way that you increase the chance of conversion for each user
individually?
16
17Beta Launch presentations Q2 2012
Persuasion Profile:
•A persuasion profile is a collection of the estimates of the effect of persuasion
principles for each individual user
Normal Page:
A1 (Scarcity):
A2 (Authority):
A3 (Consensus):
Effect
17
Normal Page:
A1 (Scarcity):
A2 (Authority):
A3 (Consensus):
Effect
18
It’s a new dimension:
Beta Launch presentations Q2 2012
19Beta Launch presentations Q2 2012
How can you use persuasion profiles on your website, in your emails, or in other channels?
Q5: How is it done?
20Beta Launch presentations Q2 2012
Step 1: Review your Sales Strategy Implementations
20
Marketeer
21Beta Launch presentations Q2 2012
Step 2: You integrate with the PersuasionAPI Cloud Services
1) Point to PersuasionAPI Service
Your web server PersuasionAPI server
2) Dynamic adjustments on Page based on PersuasionAPI adviceid
3) Hooks for user behavior monitoring (log event, view event, success event)
21
22Beta Launch presentations Q2 2012
Example of adjusted page
•1: Log Client ID (e.g. via dynamic image, cookie, etc)
•2. Link(s) to log success of the Sales Strategy
•3. Hooks to log non-responsiveness to a Sales Strategy
22
23Beta Launch presentations Q2 2012
Step 3: We log the success
• Based on the dynamic image and the link we can monitor the success of each page served to a user.
• We will keep updates of the average performance of your served page variations, and of the performance for each client.
Normal Page:
A1 (Scarcity):
A2 (Authority):
A3 (Consensus):
Effect
23
24Beta Launch presentations Q2 2012
Step 4: We improve our advice
• Based on the response of each client we will update our advice for that user
• The new advice is a combination of the response of that client, as well as that of other clients
Normal Page:
A1 (Scarcity):
A2 (Authority):
A3 (Consensus):
Effect
24
Normal Page:
A1 (Scarcity):
A2 (Authority):
A3 (Consensus):
Effect
25Beta Launch presentations Q2 2012
Step 5: User navigates, we improve
• And so on, for each individual client...
• Real time analytics is most effective in predicting behavior
Normal:
A1:
A2:
A3:
Effect
First page served:
Normal:
A1:
A2:
A3:
Effect
Second page served:
Normal:
A1:
A2:
A3:
Effect
Third page served:
25
26Beta Launch presentations Q2 2012
What if it’s the first visit?
How much learning do you need?
Explore vs. Exploit
27Beta Launch presentations Q2 2012
Competing Principles
27
28Beta Launch presentations Q2 2012
Optimize conversion over time.
It will beat your A/B test…
29Beta Launch presentations Q2 2012
Optimize the choice of persuasion principles at the level of individual clients
And we will get better…
30Beta Launch presentations Q2 2012
How can you be as successful as the others?
The Persuasion Profiling Case…
• Slide with the towell example
31Beta Launch presentations Q2 2012
Philips Directlife:
31
• Slide with the towell example
32Beta Launch presentations Q2 2012
Philips Reminder Email
32
Dear ($ firstname $),
How are you doing? We hope all is well. It is $3$ days since the last time you connected your Activity Monitor.
[ $ Message $ ]
We would like to remind you to connect it to your PC soon and stay in touch with Philips DirectLifeSincerely,
The DirectLife Team
• Slide with the towell example
33Beta Launch presentations Q2 2012
Scarcity Email
33
1. We would like to remind you to connect it to your PC soon and stay in touch with . . . . Today is a great day to start so make sure you do not miss out on your participation in . . . !
2. Any chance to connect your Activity Monitor is a chance to learn about your own activities. Take the opportunity to learn about your activities right now.
• Slide with the towell example
34Beta Launch presentations Q2 2012
Authority Email
34
1. Experienced coaches recommend frequent uploads of your activity data. This will help you to gain more insight and be more active!
2. Activity experts recommend moderate to high activity on a daily basis and connecting to the . . . platform will help you to reach this target!
• Slide with the towell example
35Beta Launch presentations Q2 2012
Social Proof Email
35
1. People like you who connect their Activity Monitor frequently with their PC are more likely to benefit from the program and obtain a healthy lifestyle!
2. 6. Thousands of people are participating actively in the program and they stay connected at least once a week. Join the group!
• Slide with the towell example
36Beta Launch presentations Q2 2012
The Setup:
36
1. Baseline: Users assigned to this condition receive the standard message. This message
does not contain any implementations of persuasion strategies.
2. Best Pre-tested: Users assigned to this condition received randomly one of the
messages implementing the best average (pre-tested) persuasive strategy.
3. Random: Users assigned to this condition receive randomly one version of the persuasive
message.
4. Adaptive: Users assigned to this condition receive messages suggested by PersuasionAPI.
Alternating
messages vs.
Adaptive persuasive
messages
No persuasion
“Best” average persuasive messages
vs. Adaptive
persuasive messages
37Beta Launch presentations Q2 2012
The Result:
37
• Slide with the towell example
38Beta Launch presentations Q2 2012
The Winner:
38
1. Baseline: Users assigned to this condition receive the standard message. This message
does not contain any implementations of persuasion strategies.
2. Best Pre-tested: Users assigned to this condition received randomly one of the
messages implementing the best average (pre-tested) persuasive strategy.
3. Random: Users assigned to this condition receive randomly one version of the persuasive
message.
4. Adaptive: Users assigned to this condition receive messages suggested by PersuasionAPI.
Alternating
messages vs.
Adaptive persuasive
messages
No persuasion
“Best” average persuasive messages
vs. Adaptive
persuasive messages
• Slide with the towell example
39Beta Launch presentations Q2 2012
Summarizing the results:
39
Increase in email click-through: >100%(at the 5th reminder)
• Slide with the towell example
40Beta Launch presentations Q2 2012
Summarizing the results:
40
Increase in email click-through: >100%(at the 5th reminder)Increase in e-commerce revenue:
>25%
41Beta Launch presentations Q2 2012
Persuasion Profiling
Are you ready to Beta?
41
42
Wow!
@PersuasionAPI