On August 31 in Frankfurt Bart Schutz keynoted on "EVIDENCE EVERYTHING: How can Psychology assist Growth Marketing?". His online course can be found here: http://www.wheelofpersuasion.com/course/

1. @BartS
#gms17
EVIDENCE EVERYTHING"
"
"
"
"
"
“How can Psychology assist Growth Marketing?”
@BartS
#gms17

2. @BartS
#gms17
Grow up!: Raising kids with marshmallows

3. @BartS
#gms17
We are a Dual-Processing Brain
Unconscious,
Automatic,
Heuristic processes
Conscious,
Controlled,
Rational processes
(always on)
(lazy controller)
System 1
System 2
Self control:"
health, wealth & even happiness

4. @BartS
#gms17
Feel your System 2 controlling System 1

5. @BartS
#gms17
System 1: Unconscious, automated processes

6. @BartS
#gms17
System 1: Unconscious, automated processes
System 1
operates automatically

7. @BartS
#gms17
System 2: Lazy controller AND ‘comforter’
A couple has 2 kids. "
One of them is a boy.
How big is the chance that
the other kid is a boy too?
33%
boy
?System 2
jumps to conclusions
I prefer “comfortness”
over consciousness

8. @BartS
#gms17 Bart.Schutz@onlinedialogue.com
#gms17
“How can Psychology assist Growth Marketing?”

9. @BartS
#gms17
EARN"
instant growth
LEARN"
customer intelligence
TURN"
Innovate & disrupt
Psychology in 3 levels of Growth Marketing
1) Transactional
2) Informational
3) Transformational

10. 1) Transactional"
Evidence-everything growth
Bart.Schutz@onlinedialogue.com
#gms17
EARN – EARN – EARN

11. @BartS
#gms17
We are a Dual-Processing Brain
(always on)
(lazy controller)
System 1
System 2
System 2 is
not the best optimizer!
@BartS
#gms17

12. @BartS
#gms17
What if “system 2” designed…
Stop THINK-ing
Start ACT-ting

13. @BartS
#gms17
Transactional: Test velocity!!!
Regret:
Run as much experiments as possible

14. @BartS
#gms17
Bandwidth: What’s your max number of tests?
Bandwidth:
Statistical maximum of experiments
Bandwidth:
Statistical power (β)

15. @BartS
#gms17
Be aware of your data quality
B
A

16. @BartS
#gms17
Be aware of your data quality
- effect"
ü Cross device use
ü Cookie deletion
ü Decision cycle
ü …
B
A
ABBA
Homepage: 51,8%
(has seen both A & B within a week)
Either track users 100%, OR "
calculate with the pollution

17. @BartS
#gms17 @BartS
#gms17
OMG,
My a/b tests
wasted all
my growth

18. @BartS
#gms17
Transactional: Evidence-based EARNing
C!
CREATE
A!
ANALYZE
T!
TEST
Evidence everything:
Quantity over Quality

19. Bart.Schutz@onlinedialogue.com
#gms17
2) Informational"
Psychology-driven growth
LEARN – LEARN – LEARN

20. @BartS
#gms17
How to recognize the systems?
Example
indicators
User flow
Follow ideal paths
Are all over the place
Time of day
Mornings
Afternoon
Day of week
Mondays
Fridays
Network
WiFi
3G / 4G
Conversion rate
High base rates
Low base rates
Source
Direct & Long-tail search
Social, Mail, Display,…
…
…
…
(always on)
(lazy controller)
System 1
System 2
1st question: "
Which system is active?

21. @BartS
#gms17
Square of Persuasion
Ability,
Mo,va,on
Alerts, Triggers,
Forced Choices
Distrac,on,
Overload
Heuris,cs, Habits
Emo,onal experience
System 1
System 2
Ac2ve
System1
System2
Desired
2nd question: "
Which system do we desire?

22. @BartS
#gms17
System 1
System 2
Case: Hostelworld.com
Behavioral
analysis

23. @BartS
#gms17
B
A
A
B
Loser
Winner
Different brain systems per device
System 1 – System 1
System 2 – System 2

24. @BartS
#gms17
A
B
A
B
Winner
Loser
Different brain systems per device
System 1 – System 1
System 2 – System 2

25. @BartS
#gms17
Winner
Loser
Different brain systems per device
System 1 – System 1
System 2 – System 2
A
B
A
B

26. @BartS
#gms17
Different brain systems per device
Experimental program:
Hundres of experiments

27. @BartS
#gms17
Learn = Customer Intelligence

28. @BartS
#gms17
Square of Persuasion
Ability,
Mo,va,on
Alerts, Triggers,
Forced Choices
Distrac,on,
Overload
Heuris,cs, Habits
Emo,onal experience
System 1
System 2
Ac2ve
System1
System2
Desired

29. @BartS
#gms17
Informational: 1st order learning
A!
ANALYZE
C!
CONCLUDE
C!
CREATE
A!
ANALYZE
T!
TEST

30. @BartS
#gms17
Informational: Local maximum

31. Bart.Schutz@onlinedialogue.com
#gms17
3) Transformational"
Evidence-Based Innovation
Turn - Turn - Turn

32. @BartS
#gms17
Decision
Fundamental Attribution Error
System 1
Marketing
Behavior
System 2

33. @BartS
#gms17
Personal factors
Fundamental Attribution Error
Marketing
Decision
System 1
System 2
Behavior

34. @BartS
#gms17
Situational Factors
Context
Environment
Emotions
Personal factors
Fundamental Attribution Error
Marketing
Decision
System 1
System 2
Behavior
Humanity is unique,
Humans not so much

35. @BartS
#gms17
MOAR data!
Context
Emotions
Environment
Preferences/
Motivations

36. @BartS
#gms17
Situation hugely determines behavior
Winner
A
B
Loser
3G / 4G
A
B
WiFi

37. @BartS
#gms17
Situation hugely determines behavior
Winner
A
B
A
B
Loser
3G / 4G
WiFi

38. @BartS
#gms17
Transformational: 2nd order learning
System1
System2

39. @BartS
#gms17
B
A
Winner
Example: Implicit safety

40. @BartS
#gms17
Case: Hostelworld On–The–Go?

41. @BartS
#gms17
Evidence-based innovation: 2nd order learning

42. @BartS
#gms17
Transactional: Start with earning
C!
CREATE
A!
ANALYZE
T!
TEST
1) Transactional"
exploit bandwidth

43. @BartS
#gms17
Intellectual: 1st order learning
C!
CREATE
A!
ANALYZE
T!
TEST
A!
ANALYZE
C!
CONCLUDE
1) Transactional"
exploit bandwidth
2) Informational"
Apply System 1 & 2

44. @BartS
#gms17
Transformational: 2nd order learning
F!
FIND
T!
TRANSFORM
1) Transactional"
exploit bandwidth
2) Informational"
Apply System 1 & 2
3) Transformational"
Build 1st party CI
C!
CREATE
A!
ANALYZE
T!
TEST
A!
ANALYZE
C!
CONCLUDE

45. @BartS
#gms17
EVIDENCE EVERYTHING"
"
"
"
"
"
“How can Psychology assist Growth Marketing?”
Bart.Schutz@onlinedialogue.com
#gms17
A transformational understanding "
of what drives homo sapiens

46. @BartS
#gms17
Internet is "
the BIGGEST psychological"
experiment ever
@BartS
#gms17

47. @BartS
#gms17
With big intelligence "
comes big responsibility
Evidence everything
Evidence everything
Ethical everything

48. @BartS
#gms17
THANK YOU"
"
@BartS
#gms17
Interested in my SLIDES
and more on CONSUMER PSYCHOLOGY?
Find it here: http://ondi.me/GMS17