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Beschrijving van het business model van Eyesee om eyetracking sneller en toegankelijker te maken, gepresenteer op het DM Update seminar van het DM Institute
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Increase return on marketing with affordable eye tracking
Which ad would you publish?
Which ad would you publish?
Choose NOW!
2 times more people looked at the brand name in the left advert
Less attention More attention
A B
…which job ad would you publish?
A B
People are 4 times more Likely to look at the call for action in A
3 s
eco
nd
s
Measure efficiency: Difference of 29%= 120 000 persons
57% of the readers looked at the ad
86% of the readers looked at the ad
Test and Improve
Problem: (almost) nobody looked at “1+1 gratis”
What’s the problem?
Eyetrackshop.com
Eyetrackshop.com
Eyetrackshop.com
Why not test your DM??? Well…
Why not test your DM??? Well…
Well…
… You can hire a test facility for 10000-30000 euros
… and wait 4-5 weeks for your results
But…
… Nobody wants to pay so much
… Nobody can wait so long
Why is it so expensive and time consuming?
You need hardware and software…
>25K Special glasses or camera Software
You need hardware and software…
>25K
…and organize focus groups (+30 persons)
Plan and call Transport to facility Reward Instruct and follow Test and analyze
Special glasses or camera Software
Why is it so expensive and time consuming?
But what if…
Olivier Tilleuil, van Eyesee vertelt waarom hij de academische wereld verliet om zijn eigen bedrijf op te starten in eyetracking onderzoek. Hij ontwikkelde een eigen bijzondere aanpak waardoor eyetracking sneller kan worden ingezet.
Agenda
1) From researcher to EyeSee, and beyond
Agenda
1) From researcher to EyeSee, and beyond
A. Trend: Shift from ‘questioning’ to observation
Agenda
1) From researcher to EyeSee, and beyond
A. Trend: Shift from ‘questioning’ to observation
B. E’preneurs: How to start your company
Agenda
1) From researcher to EyeSee, and beyond
A. Trend: Shift from ‘questioning’ to observation
B. E’preneurs: How to start your company
C. EyeSee, making eye tracking available for everyone
Agenda
1) From researcher to EyeSee, and beyond
A. Trend: Shift from ‘questioning’ to observation
B. E’preneurs: How to start your company
C. EyeSee, making eye tracking available for everyone
2) When to use eye tracking?
From researcher to EyeSee, and beyond
From researcher to EyeSee, and beyond
Engineering
From researcher to EyeSee, and beyond
Engineering Psychology
From researcher to EyeSee, and beyond
Engineering Psychology
Business Engineering
From researcher to EyeSee, and beyond
Business engineering
From researcher to EyeSee, and beyond
Research
How important is price for you?
Not at all Very important
Questionnaires
From researcher to EyeSee, and beyond
Research
How important is price for you?
Not at all Very important
Questionnaires
Focus groups
From researcher to EyeSee, and beyond
Research
From researcher to EyeSee, and beyond
Something else…
Eyetrackshop.com
Why not test your Ads??? Well…
Well…
… You can hire a test facility for 10000-30000 euros
… and wait 4-5 weeks for your results
But…
… Nobody wants to pay so much
… Nobody can wait so long
You need hardware and software…
>25K
…and organize focus groups (+30 persons)
Plan and call Transport to facility Reward Instruct and follow Test and analyze
Special glasses or camera Software
Why is it so expensive and time consuming?
But what if…
… You could upload Ads on a platform…
We bundle your ads in one batch with other ads
…
…send the batch to the testers (at home)…
…track their eyes with their webcam…
…and you receive the results within a few days
You receive an email when the test has been completed…
Home Why? Take a Tour Plans & Prices About Us
Get started today!
Premium Plan
Basic Plan
Free trial
Print ads Posters Online ads Website Videos
Search Sign In
Create a test in a few seconds
Distribute your test online
Analyze your test and improve your campaign
Fast, easy, and affordable webcam eye-tracking platform to improve your marketing campaigns
Join us as Tester Which advertisement would you publish?
…go to our website…
EyeSee
Home Why? Take a Tour Plans & Prices About Us
Search Sign In
Use Cases: Designers • Marketing & Brand Managers • Market Researchers Help: Tutorials • Answers & FAQs • Contact Support About Us: Management Team • Partners • Newsroom • Contact us • We’re hiring Policies: Terms of Use • Privacy Policy • Anti-Spam Policy • Security Statement • Email-opt-out
Login
Users I want to upload an ad, poster, url, ect.
and analyze the results
Testers I want to become a tester: look at ads, posters,
urls, etc. and if hires by ‘EyeSee’ get paid.
Remember me!
Forgot Password or Username?
Sign In with Your Favorite Account Now you can use your Facebook or Google account to sign in to EyeSee.
Sign In
Sign In with Facebook
Sign In with Google
Don’t have an account yet? Sign Up >>
Olivier
• • • • • • •
Username:
Password:
√
…log in…
EyeSee
My tests Create a test My account
“Username” • Sign Out • Help
Address Book
You have a BASIC account. To remove the limits of a BASIC account and get unlimited tests, upgrade now!
Current Folder: -- View All Tests -- Title search:
Actions Type Title C reated Modified Design Collect. Analyze
W Ergosleep 12/9/11 12/9/11 15 14/9/11
P Philips: poster light bulb CT200 first iteration 12/9/11 12/9/11 40 14/9/11
P Philips: poster light bulb CT200 second iteration 12/9/11 12/9/11 40 14/9/11
P Philips: Flyer light bulb CT200 third iteration 12/9/11 12/9/11 40 14/9/11
P Unilever: Lipton tea: new green flavor poduct design 14/9/11 14/9/11 40 18/9/11
R H&M: Report Bikini 2011 poster 14/9/11 14/9/11 20 N/A
Follow Us: Facebook • Twitter • Linkedin • Our Blog Help: Tutorials • Answers & FAQs • Contact Support About Us: Team • Partners • Newsroom • Contact Policies: Terms of Use • Privacy Policy • Anti-Spam Policy • Security Statement • Email Opt-Out
Welcome “Username”
My Reports
EyeSee
…select a completed test…
Create a test My account
“Username” • Sign Out • Help
Address Book
Manage Test Heat Map Gaze Plot Cluster Bee Swarm AoI Statistics Replay Ind. Compare
Test list • Recordings
My tests My reports
Add to report
Variable: Count Time span: 5 Sec More
Heat Map
EyeSee
Less attention More attention
…start analyzing…
Create a test My account
“Username” • Sign Out • Help
Address Book
Manage Test Heat Map Gaze Plot Cluster Bee Swarm AoI Statistics Replay Ind. Compare
Test list • Recordings
My tests My reports
Add to report
Variable: Count Time span: 5 Sec More
EyeSee
…comparing…
Heat Map
Create a test My account
“Username” • Sign Out • Help
Address Book
Manage Test Heat Map Gaze Plot Cluster Bee Swarm AoI Statistics Replay Ind. Compare
Test list • Recordings
My tests My reports
Add to report
Variable: Count Time span: 5 Sec More
Gaze Plot
EyeSee
1 2
3
4
1 2
4
5
3
…understanding why it will (not) work…
Create a test My account
“Username” • Sign Out • Help
Address Book
Manage Test Heat Map Gaze Plot Cluster Bee Swarm AoI Statistics Replay Ind. Compare
Test list • Recordings
My tests My reports
Add to report
Cluster
% Seen Av. Time Time 2 see
A 95% 1,2s 0,1s
B 93% 1,4s 0,6s
C 60% 1,8s 2,1s
D 55% 0,8s 3,1s
Variable: Count Time span: 5 Sec More
EyeSee
A
C
D
B
… and quantifying to maximize marketing impact
Why webcam eye tracking?
Why webcam eye tracking?
WHY webcam eye tracking? • Affordable: 3 times cheaper • Fast: 3 times faster • Scalable 100 or 200 testers? • Targetted: reach target group • International at the same time
Why webcam eye tracking?
WHY webcam eye tracking? • Affordable: 3 times cheaper • Fast: 3 times faster • Scalable 100 or 200 testers? • Targetted: reach target group • International at the same time
WHY NOT webcam eye tracking? • Accuracy: 1 vs. 2 cm • 12 fps
Why webcam eye tracking?
WHY webcam eye tracking? • Affordable: 3 times cheaper • Fast: 3 times faster • Scalable 100 or 200 testers? • Targetted: reach target group • International at the same time
WHY NOT webcam eye tracking? • Accuracy: 1 vs. 2 cm • 12 fps
Added value/Price: (should be a) no brainer • Half of marketing budget is still wasted… • You spend ($$$$$$$$$$)^2 why not test your campaign for $
…and we are proud to serve
Roadmap
Mock up
Market research
1/12
Team
Roadmap
Mock up
Market research
Analytics
Minimal workable version on 1 PC
22 testers
1/12
Team
Roadmap
12/11 3/12 6/12 9/12 12/12 3/13 6/13
Belgium Nord West South
Mock up
Market research
Analytics
Minimal workable version on 1 PC
22 testers
25 ×
1/12 9/12
Team
Roadmap
12/11 3/12 6/12 9/12 12/12 3/13 6/13
Belgium Nord West South
Mock up
Market research
Analytics
Minimal workable version on 1 PC
22 testers
10 ×
10 ÷
25 ×
1/12 9/12
Team
Roadmap
12/11 3/12 6/12 9/12 12/12 3/13 6/13
Belgium Nord West South
Mock up
Market research
Analytics
Minimal workable version on 1 PC
22 testers
10 ×
10 ÷
25×
Clients
1/12 9/12
Team
Roadmap
…and we are proud to serve
12/11 3/12 6/12 9/12 12/12 3/13 6/13
Belgium Nord West South
Mock up
Market research
Analytics
Minimal workable version on 1 PC
22 testers
10 ×
10 ÷
25 ×
Clients
Next steps
1/12 9/12
Team New Team
Roadmap
12/11 3/12 6/12 9/12 12/12 3/13 6/13
Belgium Nord West South
Mock up
Market research
Analytics
Minimal workable version on 1 PC
22 testers
10 ×
10 ÷
25 ×
Clients
Next steps
1/12 9/12
Team New Team
Roadmap
Mock up
Market research
Analytics
Minimal workable version on 1 PC
22 testers
Team
The entrepreneurs
Mock up
Market research
Analytics
Minimal workable version on 1 PC
22 testers
Team
The entrepreneurs First create a sales pitch
Mock up
Market research
Analytics
Minimal workable version on 1 PC
22 testers
Team
The entrepreneurs First create a sales pitch
Sell it before you develop
Mock up
Market research
Analytics
Minimal workable version on 1 PC
22 testers
Team
The entrepreneurs First create a sales pitch
Sell it before you develop
Don’t do it alone Be aware that the first team is not the final team
Mock up
Market research
Analytics
Minimal workable version on 1 PC
22 testers
Team
The entrepreneurs First create a sales pitch
Sell it before you develop
Your first customer is only interested in 0,5% of your est. final features
Don’t do it alone Be aware that the first team is not the final team
Mock up
Market research
Analytics
Minimal workable version on 1 PC
22 testers
Team
The entrepreneurs First create a sales pitch
Sell it before you develop
Don’t do it alone Be aware that the first team is not the final team
Your first customer is only interested in 0,5% of your est. final features
Go as fast as possible to the market
There are still some cool stuff to explore
• How many testers do you need?
• Is there a difference in target groups?
Eyetrackshop.com
Agenda
1) From researcher to EyeSee, and beyond
1) Trend: Shift from ‘questioning’ to observation
2) E’preneurs: How to start your company
3) EyeSee, making eye tracking available for everyone
2) When to use eye tracking?
Concept Design Specific for application
Media/ channel
Will the concept work? Which works best?
Where to locate elements? How big should they be? How much text?
Which format is most cost effective?
↑ ad visibility ↑ attention span ↑ brand visibility ↑ message visibility ↑ product visibility
Adverts
Ad 1 Ad 2
Are people looking at my ad?
Less attention More attention
EyeSee Customer’s page:
not for distribution 96%
% seen
73% % seen
Ad 1 Ad 2
Belgacom was viewed 25% more than Telenet
Increase print ad visibility by 25%!
67% and 1,9s
67% of the readers looked at the ad
84% of the readers looked at the ad
Limited sample
Which ad holds the longest the attention?
Which ad holds the longest the attention?
Which ad holds the longest the attention?
Less attention More attention
Which ad holds the longest the attention?
Recall N/A
Less attention More attention
Which ad holds the longest the attention?
Recall 90% Recall N/A
Less attention More attention
Which ad holds the longest the attention?
Recall 90% Recall 33% Recall N/A
Limited sample
Advertisement 1 Advertisement 2
Where are customer looking at? Increase Brand Visibility by 21%!
Limited sample
EyeSee Customer
2
3
1. How to promote your competition? Great ad visibility × Great product visibility × Bad brand visibility
Ad 1
1. AD visibility 100% Seen
2. PRODUCT visibility 86% Seen
3. BRAND visibility 33% Seen
PRODUCT Recall 66% Recalled
ELIA Recall 25% Recalled
COMPETITION* Recall 25% Recalled
Visibility= percentage that has seen the area | Recall: which companies did you notice in the session (multiple choice) | *Electrabel or Nuon
1
Concept Design Specific for application
Media/ channel
Will the concept work? Which works best?
Where to locate elements? How big should they be? How much text?
Which design to publish? Which format is most cost effective?
↑ ad visibility ↑ attention span ↑ brand visibility ↑ message visibility ↑ product visibility
Which navigation structure works best?
Where to locate elements? Which visuals to use? How long should text be? What is distracting?
How are people checking out? What’s not working and why?
Increased promotion Message delivery
Adverts
Websites
Are your promotions attracting enough attention?
Which design is most effective?
% Seen Time viewed Comp. A Comp. B Comp. A Comp. B
A Main promo 67% 92% 1,4s 4,1s B Apple Product 25% 33% 1,7s 1,4s C Promotion 25% 17% 0,8s 1,2s
A A
B C B C
Company A Company B
Limited sample
Test & increase number of new clients!
35% of testers looked at ‘klant worden’ within 7s No dark red areas (indicates unclear structure)
53% of testers looked at ‘klant worden’ within 7s Dark red areas (indicates clear structure)
35%
53%
Less attention More attention
Exercise: Become a client of the following banks (7s)
Limited sample
Visual B
Visual A
Design 1 Design 2
Which visual(s) is most effective? (choose between visuals based on facts: e.g. % seen, time spend)
% Seen Time viewed Design 1 Design 2 Comp. A Comp. B
Area A 92% ? 4,1s ? Area B 40% ? 2,6s ?
Limited sample
Less attention More attention
Design 1 Design 2
Test check out flows and increase conversions!
Limited sample
Concept Design Specific for application
Media/ channel
Will the concept work? Which works best?
Where to locate elements? How big should they be? How much text?
Which design to publish? Which format is most cost effective?
↑ ad visibility ↑ attention span ↑ brand visibility ↑ message visibility ↑ product visibility
Which navigation structure works best?
Where to locate elements? Which visuals to use? How long should text be? What is distracting?
How are people checking out? What’s not working and why?
Increased promotion Message delivery
Adverts
Websites
↑ Call to action ↑ promotion visibilty
Brochures Where to locate elements? Which visuals to use? How long should text be? What is distracting?
Which lay out to use? Are promotions visibile?
Area 1 or Area 2?
Customers look 25% longer at area 4 i.c.w. 3
(limited sample)
Less attention More attention
Area 3 Area 4
And even 3 times longer at offer 4 (i.c.w. 3)!
(limited sample)
Less attention More attention
3 4
Where would you locate your product?
20% more people look at area 1!
(limited sample)
Less attention More attention
Area 2
Area 1
Are there elements distracting in a negative way?
Limited sample
Are there elements distracting in a negative way?
Area 1
Area 2
Area 3
Area 4
Area 5
Limited sample
Concept Design Specific for application
Media/ channel
Will the concept work? Which works best?
Where to locate elements? How big should they be? How much text?
Which design to publish? Which format is most cost effective?
↑ ad visibility ↑ attention spamn ↑ brand visibility ↑ message visibility ↑ product visibility
Which navigation structure works best?
Where to locate elements? Which visuals to use? How long should text be? What is distracting?
How are people checking out? What’s not working and why?
Increased promotion Message delivery
Adverts
Websites
↑ Call to action ↑ promotion visibilty
Brochures Where to locate elements? Which visuals to use? How long should text be? What is distracting?
Which page lay out to use? How to color?
Intermezzo: videos
You loose about 0,5s Great shoot or not?
At which 2 elements people look? Where to locate high margin products?
Intermezzo: videos
Concept Design Specific for application
Media/ channel
Will the concept work? Which works best?
Where to locate elements? How big should they be? How much text?
Which design to publish? Which format is most cost effective?
↑ ad visibility ↑ attention spamn ↑ brand visibility ↑ message visibility ↑ product visibility
Which navigation structure works best?
Where to locate elements? Which visuals to use? How long should text be? What is distracting?
How are people checking out? What’s not working and why?
↑ Promotion visibility ↑ Message visiblity
Adverts
Websites
↑ Call to action ↑ promotion visibilty
Brochures Where to locate elements? Which visuals to use? How long should text be? What is distracting?
Which page lay out to use?
Direct Mail
Which page lay out to use?
How to color?
Impact of colour, font, etc. Impact of background
↑ message visibility ↑ Call to action ↑ promotion visibilty
Test and
Optimize your design
Choose the best design
Increase usability or find bottlenecks
Convince others with hard facts
…or summarized: increase your marketing impact!
…against affordable prices (i.e. 3 times cheaper)
…and fast (i.e. 3 times faster)
Maximize marketing impact with EyeSee It’s fast, affordable and easy!
Olivier Tilleuil 0477415290