Creativity & Fact-based Marketingand are you even allowed to mention them in one sentence

by Arjan Haring

“Not everything that

counts can be counted,

and not everything that can be counted counts.”

“An experiment is a

question which science

poses to Nature, and a

measurement is the

recording of Nature’s

answer.”

And others…

Creative data-driven marketer since 2005

• 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)

Fact-based marketing: F.I.A.T.

Idea A

•Alternative 1

•Alternative 2

•Alternative X

Fact I

Test A1

Test A2

Test AX

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

Why does the lion work so well?

Does the lion influence consumer behavior?

Does the lion make you click more?

Respect the authority of the Lion

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

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

Testing autority in finance

Testing autority in finance

Testing autority in finance

What additional autoritydoes the lion give ING?

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

The effect

“By further studying the lion effect we might find new

principles to influence consumers”

Arjan Haring, The Control Group