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Hello!
exitcreative - clay parker jones




exitcreative.net/blog   @clayparkerjones
!!!!!!!!!!!!!!
exitcreative - clay parker jones




The Experimentation Imperative
                           Why you have to experiment, not just do.
Caveats:

                                           1. I am not a scientist


                                           2. I don’t have all the answers


                                           3. I am not a crook*


* though 90% of these images are lifted
exitcreative - clay parker jones
Weather modification is fascinating.
I’d kill for a beer.
Silver Iodide
NOT from a Bond movie.
“




“...how can we use this?”
Operation POPEYE - 1967-’72
Irving Langmuir and Vincent Schaefer
117              153




Bigger eye = slower winds
Hurricanes have multiple eyewalls...
If you make a second, larger eyewall...
The inner one will die
YAY!




And then you win.
Hurricane Debbie - 1969



                          figure 1: hurricane debbie path




                                                   Newfoundland:
                                                   Our bad.



                                        Victory!

                                                   Seeding!




                          figure 2: hurricane strength


                            1       2         3         4     5
But this was a bad idea from the start.
In re: chaos
The Experimentation Imperative
Ross Hoffman, 2006

Controlling Hurricanes Through
Optimal Perturbations
★   The atmosphere is chaotic
★   Extreme sensitivity to small changes or “perturbations”
★   A series of “just right” perturbations may control the weather
The Experimentation Imperative
$1.8 BILLION
                                     6 DEATHS




figure 1: hurricane strength


  1       2       3       4    5
ORI G INA L
                   PATH




What if you could change something?
ORI G INA L
                         PATH

              T E MP
              O NLY




What if you could change something?
ORI G INA L
                             PATH

                  T E MP
                  O NLY


           TE M P &
            WIND




What if you could change something?
Which wings?
exitcreative - clay parker jones
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
How is this
translating
into digital?
New and
better
banners?
Banner             Birth Control
Ineffectiveness   Effectiveness
The Experimentation Imperative
Bigger=better?
Surprises?
The Experimentation Imperative
Fun, but one-off
BIG
ideas?
Re-mixable excellence
Business
solutions?
Crazy awesome, who takes you here?
Things that
defy the
system?
Behavioral + multiplatform = interesting
[TYPICAL]

    $0.16/VISITOR                   $433/VISITOR




DOM AINAT ION, EFFIE AWARDS, 2009
The Experimentation Imperative
exitcreative - clay parker jones
Hypothesis:


Digital marketing
can be a good for
both companies
and consumers.
Human
         Behaviors




                     Digital
Brands
                     Things
Human
         Behaviors




                     Digital
Brands
                     Things
We’re selfish with knowledge
Sad.
Experimentation!
Causal relationships
among variables.
Maybe: Research
Maybe: Testing
Maybe: Campaigns
Ripe topics:

               1. Digital Anonymity


               2. Fan Causes


               3. Brands + Services


               4. Competition & Rewards
Digital Anonymity
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
What about the “normal” web?
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
People follow:
Directions
Other People
Fan Causes
Moustachette: http://moustachette.com
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
Hey, it worked!
                         FB FANS:
                         1,189


                  TRAILER VIEWS: 18,000

                  ILLINOIS FILM FESTIVAL
 TWITTER
                  PHILLY FILM FESTIVAL
 FOLLOWERS:
 6,811
Fans + Causes =
Awesome
Brands + Services
Mobile App Spreadsheet: http://bit.ly/1QW7tO
Scanning 200+ branded and unbranded applications on iTunes to judge affinity,
desirability, and rating. Adds more texture to the “downloads” stat.
The Experimentation Imperative
Ratings Concentration, Android



                       RATED
                       4 AND ABOVE

 ALL RATINGS
Ratings Concentration, iPhone
                         RATED 4 AND ABOVE




 ALL RATINGS
Odosketch: http://sketch.odopod.com
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
Sketch by the numbers



                        TOTAL USERS:
                        16,000

 TOTAL
 SKETCHES:
 65,000




                        AVERAGE TIME: 4:10
                        3-4 PAGES VISITED
Sketch by the numbers



                        TOTAL USERS:
                        16,000

 TOTAL
 SKETCHES:                    NOT EASILY
 65,000                       REPEATED




                        AVERAGE TIME: 4:10
                        3-4 PAGES VISITED
“Draw Your Soul”: http://bit.ly/3EcPBZ
People follow directions, provided easy tools.
The Experimentation Imperative
The Experimentation Imperative
The Experimentation Imperative
Possible to do the
same under a
different name?
...Is brand equity
online good for
service adoption?
Competition and
Rewards
Swoopo: http://swoopo.com
The crack cocaine of e-commerce sites.
The Experimentation Imperative
LadyData: http://donq.com
The Experimentation Imperative
The Experimentation Imperative
People like to
compete
Work Time!
Ground rules:

                1. An actual hypothesis


                2. Think longitudinal v. episodic


                3. Isolates variables/causes
We’ll build two of
them to start, and
share the data.
exitcreative - clay parker jones




exitcreative.net/blog   @clayparkerjones
exitcreative - clay parker jones

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