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Creativity & Fact-based Marketingand are you even allowed to mention them in one sentence
by Arjan Haring
“An experiment is a
question which science
poses to Nature, and a
measurement is the
recording of Nature’s
answer.”
• 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
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
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