HUMAN EMOTION: THE FINAL FRONTIER FOR DIGITAL

MEASUREMENT

Clark BoydVP Strategy, Croud

“THE GREATER PART OF OUR DAILY ACTIONS ARE THE RESULT OF HIDDEN

MOTIVES WHICH ESCAPE OUR OBSERVATION.”

Gustave Le Bon, Psychology of Crowds

BACK TO BASICS: IMPULSES, HABITS, EMOTIONS

TOO MUCH INFORMATION, NOT ENOUGH MEANING

EMOTIONS DRIVE CONSUMERS BUT WE REPORT ON ACTIONS

WE ARE STILL SOME WAY OFF BRIDGING THIS GAP

“IF YOU WANT TO KNOW WHAT PEOPLE ARE THINKING, ASK THEM”

Nicholas Epley, Mindwise

UNLESS THEY ARE LYING...

SEARCH INTEREST W/O SEPTEMBER 9TH

SEARCH INTEREST: NOVEMBER 5TH

SEARCH INTEREST: ELECTION DAY

SO WHAT IF WE DIDN’T EVEN HAVE TO ASK?

APPLYING THIS PRINCIPLE TO SEARCH

“An example of a messier reinforcement learning problem is perhaps trying to use it in what search results should I show. There’s a much broader set of search results I can show in response to different queries, and the reward signal is a little noisy.

Like if a user looks at a search result and likes it or doesn’t like it, that’s not that obvious.”

Jeff Dean, Fortune Magazine

THE SOLUTION?

• Body temperature• Pupil dilation• Eye twitching• Facial flushing• Decreased blink rate• Increased heart rate

METRICS WILL INCLUDE:

CONSTANT MEASUREMENT MEANS CONSTANT FEEDBACK

And constant feedback means constant improvement

AN EXAMPLE: SEQUENTIAL ADVERTISING - CREDIT CARDS

WHAT IF WE COULD MEASURE THE MOTIVES WHICH ESCAPE OBSERVATION?