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Agenda
Historical perspective
Allocating funds between new and old media • Prospective Meta Marketing Analysis • Global experiments • Refined USA findings, new China and emerging Netherlands results
Networking break
Story telling – making social media more effective
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Last 5 years
Marketing and new technology and media
Web site morphing
Ad morphing
Benevolent apps
Social media – Dream Car Community
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Morphing Site Designs
Click descriptor Website
Bayesian update
Priors on distribution of decision styles
Updated user decision-style descriptor On-line
Optimization
Optimal morph for current user
Pgm: probability of purchase for individual in group g given morph m
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Side by Side Comparison
Morph 1 Morph 8
Visual
Technical Content
More Content
Audio
Less Content
General Content
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Results
1,500+ person panel studies – A/B design
Increase consideration 25%
Probability of purchase 20% increase
Test on advertising at GM/AT&T
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Match ads to cognitive style
Real time experimentation, learning
Individual assignment
Not who to target, but how to talk to them
Visual-Details-Web Visual-NoDetails-Print
Visual-Details-Print
Verbal-NoDetails-Print Verbal-Details-Web
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0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Control (34.8%, n=155) Test (43.3%, n=404)**
** Results significant at α = 0.034
Chevrolet Consideration Measures consideration of Chevrolet by a participant for his or her next vehicle.
Lift of 24.4%
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Data Collection
Consumer Profiling
Targeting by Cognitive
Style Analysis of
Results
• Track clickstreams on CNET.com • Survey small segment to determine cognitive style
• Using MIT decisioning engine, determine cognitive style of cookies using clickstreams
• Remessage cookies on CBS ad network
• Morph AT&T banner messaging to cognitive style
• Measure lift in clickthrough rate behavior for morphed vs. unmorphed AT&T ads
Project Plan – AT&T Cnet
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CNET Results
27,000 users and
63,000 sessions
CTR .25% TEST VS .13% CONTROL
Lift of 92% in click rate
Morphing works
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Conclusion: App Pre/Post
Consideration up 25%
Probability of purchase for rental insurance increases on average by 16%
LM Points allocation increases 84%
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15
Suruga Bank app “Dream Move” The app helps people choose a new home.
Information organization Setting
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A new app “Dream Move” This app also helps to understand a budget condition.
Comparison and Diagnosis Get an advice
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Results
Survey in Japan N = 1,500
Consideration (top 7 bank) from 8.4% to 16.8% or 2X
Improved brand ratings (significant at 1%): • Support for making my future financial plan • Believable advice or information • Technologically advanced
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Benevolent Apps
Benevolence can be effective in brand awareness and consideration
Improved Brand Image
Next study in evolution: Social Media and engagement thru apps
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Increase Consideration Apps Can increase consideration and strengthen brand relationships if consumers…
– Enjoy the app – Get involved and participate – Strong recall of who brought it to them – Can win and sample the auto with a drive
Surprise is that people not only design cars, but tell stories
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