Tag planningness

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The Experimentation Imperative

Oct 17, ’09 2:07 PM
The Experimentation Imperative

View more documents from Clay Jones.

Here’s the deck I presented this weekend at the Planningness Conference. In a nutshell:

  • The “place” where we all work is extraordinarily complex, difficult to understand and control
  • I think, at least, we can look to the weather modification field for some signals as to what we should be looking at
  • We need to focus on, and test for, the small things that drive people
  • With digital, we can develop sharable experiments, outside our client work, to better understand these small drivers
  • I’m sorry to all those from whom I stole images

I’ll be sharing the results of our brainstorms in another post.

We focused on coming up ideas surrounding four rich areas for exploration:

  1. Digital Anonymity
  2. Fan Causes
  3. Brands + Services
  4. Competition & Rewards

It’s a longish deck, but it’s actually a pretty quick read. Would love to hear your thoughts. Big thanks to Mark Lewis for having me out to talk to a bunch of really, really smart people.

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The Experimentation Imperative, v1

Oct 11, ’09 11:11 PM

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I’m talking this week at the Planningness Conference in San Francisco. I’m talking about the experimentation imperative within digital marketing agencies.

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I’m talking about how traditional advertising got to be good, and how we can all work to improve digital marketing/advertising/whatever.

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I’m also going to talk about two really interesting tropical storms.

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You’ll have to wait until later to see more about these storms, but if you want to read up in advance, check out the STORMFURY and POPEYE wikipedia pages. Note: I’ll be changing the title to say, “Project” rather than “Operation”. Sorry about that.

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And lastly, I’m going to talk about why we all need to be experimenting with things on the internets outside our client obligations. And even more importantly, why we have to share data with each other to make all our digital things better for the people. Because right now—and I hate to say this—we’re not doing consumers much of a service with the things we’re doing online.

If you have any examples of interesting digital experiments that you’ve done, send them to me. I’ll present them at the conference.

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