Bart Schutz - Data, Customers & the art of applying Psychology
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Transcript of Bart Schutz - Data, Customers & the art of applying Psychology
Dia 1
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Data, customers & the art of Applying Psychology
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Data, customers & the art of Applying Psychology
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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Emotional
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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Filmpje Maxima met lijst kenmerken
Maxima Fast & never sleepsEmotionalIntuitive & associativeNaughtyMulti-taskingEffortlessNo control
Emotional
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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Rational
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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Willem Alexander Slow & lazyRationalReason & logicRulesRequires attentionEffortfulControls Maxima
Rational
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
30 april 20138
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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Data, customers & the art of Applying Psychology
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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You & Your Customer are having Online Dialogues
facilitating Exponential Growth
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
12
You & Your Customer are having Online Dialogues
facilitating Exponential Growth
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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System 2 Slow & lazyRational & logicConsciousReasons & RulesRequires attentionEffortful
FutureControl
System 1 Fast & always onEmotionalSubconsciousIntuitive & associativeLarge capacityEffortless
WYSIATIAutomatic
We are a dual processing brain
| Bart Schutz (@BartS) | OnlineDialogue.comApplying Psychology
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Bart Schutz - Online [email protected] | @BartS | 030 4100 170"Online Persuasion" - Thuiswinkelupdate 2012
Meet your system 1
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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Introducing Willem & Maxima2 + 2 = ?Meet your system 1
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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Sometimes you need to control system 1 with system 2
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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But finds it really hard
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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Because system 2 is extremely lazy
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Bart Schutz - Online [email protected] | @BartS | 030 4100 170"Online Persuasion" - Thuiswinkelupdate 2012
System 2 can only do 1 thing at a time
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Bart Schutz - Online [email protected] | @BartS | 030 4100 170"Online Persuasion" - Thuiswinkelupdate 2012
I Know! Calculations are hard work. But its nearly over.
Come on, one more123 + 5QUICK! THINK ABOUT A COLOR AND A TOOL!At the end of this test, I ask a question.Dont stop and think about itAnswer is immediately!How much is:15 + 63 + 5689 + 212 + 5375 + 2625 + 5263 + 32Especially when
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Bart Schutz - Online [email protected] | @BartS | 030 4100 170"Online Persuasion" - Thuiswinkelupdate 2012
Ego-depletionOur mental energy for self-control is quickly used upsystem 2 is depleted
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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Your customer is ruled by a dual processing brain
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Bart Schutz - Online [email protected] | @BartS | 030 4100 170"Online Persuasion" - Thuiswinkelupdate 2012
Uniquely for #mktfest !Whitepaper on system 1 & 2Download: ondi.me/psychology
You, you can only think with system 2
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Bart Schutz - Online [email protected] | @BartS | 030 4100 170"Online Persuasion" - Thuiswinkelupdate 2012
You & Your Customer are having Online Dialogues
facilitating Exponential Growth
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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I applied Psychology
(Bart, 1997 -> 2009)
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Applying science without any evidence
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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I applied Psychologytotally lacking evidence
(Bart, 1997 -> 2009)
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Then one day I met Ton Wesseling: A Digital Data & Test-aholic
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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Digital Dialogues = Data
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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Analyzing Behavioral Data!!!
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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Creating data insights like these
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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And running digital experiments like these:Variation AVariation B
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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Evidence based growthbut no valid insights
(Ton, 1999 -> 2009)
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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PowerReliability ValiditySpeedExtremeExperiments
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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(09-09-09)
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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Evidence based Growth
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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Optimizing Customer Journeys
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Dual SystemsAttention & PerceptionA/B-testing
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Attract
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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Attracting people
For every goal a separate piggy bank For every goal an extra savings account
FramingThe same concept, but more positively associated
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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Attracting people
Perception-Behavior LinkArrow shapes can induce action
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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Landing
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Dual SystemsAttention & PerceptionA/B-testing
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LandingVisual CueingOur attention is very easily influenced
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Bart Schutz - Online [email protected] | @BartS | 030 4100 170"Online Persuasion" - Thuiswinkelupdate 2012
Landing
Choice architectureSeparating people that need different information & nudges
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Gains in reputation:- Nucleus accumbens licht op bij gains in reputation for the self relative to gains for others predicts social media use- PUPIL DILATION45
Searching
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Dual SystemsAttention & PerceptionA/B-testing
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Searching
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Uplift:7% on desktop66% on mobile47
Searching
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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Choosing
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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ChoosingFocusing effect We make rational decisions more easily when we focus on 1 aspect
1,95% base interest + 0,40% loyalty interest rate on a yearly base on a yearly base1,95% base interest on a yearly base+ 0,40% loyalty interest rate on a yearly base
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
+26%Bart Schutz - Online [email protected] | @BartS | 030 4100 170"Online Persuasion" - Thuiswinkelupdate 2012
Choosing
6 months fixed (2,70%*)Fixed interest2,70%*Descartes errorRatio needs emotions to add value to the argument
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Bart Schutz - Online [email protected] | @BartS | 030 4100 170"Online Persuasion" - Thuiswinkelupdate 2012
Buying
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Dual SystemsAttention & PerceptionA/B-testing
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Choosing
Mental accountingPrice perception can easily be adjusted by changing the time or market frame.
Do you know what a good night of sleep is costing?The average person sleeps 8 hours a night and a minimum of 10 years on this bed. For a perfect night of sleep on this bed you only pay0,82 per month
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
She attributes her behavior extrinsically when there are external rewards, deadlines, etc
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AutonomyLet your customer think hes free in his choicesBuying
Mandatory field Optional field
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
She attributes her behavior extrinsically when there are external rewards, deadlines, etc
54
You & Your Customer are having Online Dialogues
facilitating Exponential Growth
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Bart, Online DialoguePsychologist
Not so much testing on FaceBook (reason later)!55
Exponential Growth in Customer Intelligence
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
(Behaviour & Neuro) Intelligence Digital Data Evidence Driven Growth
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PowerReliability ValiditySpeedExtremeExperiments
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
(Behaviour & Neuro) Intelligence Digital Data Evidence Driven Growth
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BIG: Behavioral Intelligence Graph
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Segments
BIG: Behavioral Intelligence Graph
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Segments
BIG: Behavioral Intelligence Graph
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Segments
BIG: Behavioral Intelligence Graph
Bandwidth rulezFree calculationhttp://abtestguide.com
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Segments
POWERRRR testing at Online DialogueHalf of our tests: GTMFree a/b-testing solution:http://gtmtesting.com
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Half of our a/b tests25 universiteiten, 60.000 publicaties, 21.000 fte62
Evidence based improvements growing over time
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
1st Party Customer IntelligenceCompetitive Advantage
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
(Behaviour & Neuro) Intelligence Digital Data Evidence Driven Growth
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Its all about exploiting Bandwidth & reinvesting
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
VEEEEEL onderzoeken65
Its all about exploiting Bandwidth & reinvesting
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
VEEEEEL onderzoeken66
EvidenceEverything
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
(Behaviour & Neuro) Intelligence Digital Data Evidence Driven Growth
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Exponential Growth in Revenue
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
(Behaviour & Neuro) Intelligence Digital Data Evidence Driven Growth
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Investment Revenue over 6 months ROI in monthsCompany X82.0001.200.000+1463%Company X89.0001.800.000 +2022%Company X150.0005.500.000+3666%Company X166.0005.800.000+3493%Company X230.00016.500.000+7173%
Financial goal: Revenue increase (last 5 Business Cases)
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
You & Your Customer are having Online Dialogues
facilitating Exponential GrowthWrap up
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Bart, Online DialoguePsychologist
Not so much testing on FaceBook (reason later)!70
We're brains => Psychology (2 systems, +++) Data & Testing => Exploit Bandwidth
Combining = Exponential Growthtakeaways
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Bart, Online DialoguePsychologist
Not so much testing on FaceBook (reason later)!71
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Let me tell you a little story.I come from a small kingdom on the other side of the Atltantic72
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Let me tell you a little story.I come from a small kingdom on the other side of the Atltantic73
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Let me tell you a little story.I come from a small kingdom on the other side of the Atltantic74
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
Let me tell you a little story.I come from a small kingdom on the other side of the Atltantic75
Get to know usAnd use your knowledge ethicallyLearn moreDownload the slides & #mktfest FREE whitepaper on ondi.me/psychology
Bart Schutz - @[email protected]/in/bartschutz/abtestguide.comonline-dialogue.comwheel-of-persuasion.com
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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Bart Schutz - @[email protected]/in/bartschutz/abtestguide.comonline-dialogue.comwheel-of-persuasion.com
| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology
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