Five questions for Ogilvy

Persuasion Profiling
is changing the concept of marketing without you even knowing it!

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Beta Launch presentations Q2 2012

Me
Chief Science Officer PersuasionAPI

Researcher at:
University of Tilburg (Assist. Prof. Statistics)
Aalto School of Economics (Post-doc Marketing)
Stanford University (Visiting Scholar Communications)

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Q1: What is Persuasion?

Q2: Does that work?

Q3: How can we use it?

Q4: Are all customers the same?

Q5: How can you use Persuasion Profiles?

Beta Launch presentations Q2 2012 3

Q1: What is Persuasion?
“...a symbolic process in which
communicators try to convince other people
to change their attitudes or behaviors
regarding an issue through the transmission
of a message in an atmosphere of free
choice.”


Q1: Persuasion?

• The goal of persuasion is to change
someone’s attitudes or behavior.

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Q2: Does that work?
• Slide reuse the
“Please with “Please reuse “Please reuse
towell example towel.
your towel” your your towel.
Most people Most people
reused their who stayed in
towel during this room
their stay” reused their
towel during
their stay”

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It’s how you ask…
It’s only partly what you want people to do, it’s how you ask it!

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6 Principles of Persuasion

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8

Persuasion Online

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Q3: How do we use this?
Should we use all the persuasion we can think of?

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Putting “all at once” to the test:
1. “100s of others have taken this study before.”
2. “Professor Ford recommends taking this study.”
3. “There are only 18 hours left to participate in this study.”

1. “100s participated, & Professor Ford recommends it. Only 18 hours left.”
2. “Prof. Ford recommends it, 100s participated, only 18 hours left.”
3. “Only 18 hours left, & Professor Ford recommends it. 100s took it.”

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No!
• Slide with the
Clicks onexample
towell multi-principle ads: .18 %

And on single principle ads: .36%

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Q4: Are we all the same?
Should we use the same principles for everyone?

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2 Scenarios:

Average

Average
Individuals Individuals

- + - +
Effect of using a strategy Effect of using a strategy

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We are different, but consistent…

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Persuasion Profiles
Wouldn't you like to know how to adjust
your (online) presence in a way that you increase
the chance of conversion for each user individually?

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Persuasion Profile:

Normal Page:

A1 (Scarcity):

A2 (Authority):

A3 (Consensus):
Effect

•A persuasion profile is a collection of the
estimates of the effect of persuasion principles
for each individual user

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It’s a new dimension:

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Q5: How is it done?
How can you use persuasion profiles on your website, in your emails, or
in other channels?

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Step 1: Review your Sales Strategy
Implementations

Marketeer

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Step 2: You integrate with the PersuasionAPI
Cloud Services

Your web server PersuasionAPI server

1) Point to PersuasionAPI Service

2) Dynamic adjustments on Page
based on PersuasionAPI adviceid

3) Hooks for user behavior
monitoring (log event, view event,
success event)

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Example of adjusted page

•1: Log Client ID (e.g. via
dynamic image, cookie, etc)

•2. Link(s) to log success of
the Sales Strategy

•3. Hooks to log non-
responsiveness to a Sales
Strategy

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Step 3: We log the success

Normal Page:

A1 (Scarcity):

A2 (Authority):

A3 (Consensus):
Effect

• Based on the dynamic image and the link we can monitor the
success of each page served to a user.
• We will keep updates of the average performance of your served
page variations, and of the performance for each client.

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Step 4: We improve our advice

Normal Page:

A1 (Scarcity):

A2 (Authority):

A3 (Consensus):
Effect

• Based on the response of each client we will update our advice for that user
• The new advice is a combination of the response of that client, as well as that of
other clients

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Step 5: User navigates, we improve
First page served: Second page served: Third page served:

Normal: Normal: Normal:

A1: A1: A1:

A2: A2: A2:

A3: A3: A3:
Effect Effect Effect

• And so on, for each individual client...

• Real time analytics is most effective in predicting
behavior

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Explore vs. Exploit
What if it’s the first visit?
How much learning do you need?

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Competing Principles

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It will beat your A/B test…
Optimize conversion over time.

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And we will get better…
Optimize the choice of persuasion principles at the level of individual
clients

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The Persuasion Profiling Case…
How can you be as successful as the others?

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Philips Directlife:
• Slide with the
towell example

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Philips Reminder Email
• Slide with$),
Dear ($ firstname the
towell example all is well. It is $3$ days since the last
How are you doing? We hope
time you connected your Activity Monitor.

[ $ Message $ ]

We would like to remind you to connect it to your PC soon and stay in
touch with Philips DirectLife
Sincerely,

The DirectLife Team

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Scarcity Email
• Slide with the
1. We would like to remind you to connect it to your PC soon
towell example . . . . Today is a great day to start so
and stay in touch with
make sure you do not miss out on your participation in . . .
!

3. Any chance to connect your Activity Monitor is a chance
to learn about your own activities. Take the opportunity to
learn about your activities right now.

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Authority Email
• Slide with coaches recommend frequent uploads of
1. Experienced the
towell example will help you to gain more insight
your activity data. This
and be more active!

3. Activity experts recommend moderate to high activity on
a daily basis and connecting to the . . . platform will help
you to reach this target!

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Social Proof Email
• Slide with the connect their Activity Monitor
1. People like you who
towell examplePC are more likely to benefit from
frequently with their
the program and obtain a healthy lifestyle!

3. 6. Thousands of people are participating actively in the
program and they stay connected at least once a week.
Join the group!

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The Setup:
• Slide with the
towell example 1 . B a s e l in e : U sers assigned to this condition receive the
standard message. This message does not contain any No persuasion
implementations of persuasion strategies.

2 . B e s t P r e - t e s t e d : U sers assigned to this
condition received randomly one of the messages implementing the
best average (pre-tested) persuasive strategy. “Best” average
persuasive
Alternating messages
vs.
3 . R a n d o m: U sers assigned to this condition receive Adaptive
messages
randomly one version of the persuasive message. vs. persuasive
Adaptive messages
persuasive
messages
4 . A d a p t iv e : U sers assigned to this condition receive
messages suggested by P ersuasionA P I .

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The Result:
1.0
0.8
Probability of Success

Adaptive message
0.6

Original message
Pre−tested message
Random message
0.4
0.2
0.0

0 5 10 15 20 25 30

Reminder Number

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The Winner:
• Slide with the
towell example 1 . B a s e l in e : U sers assigned to this condition receive the
standard message. This message does not contain any No persuasion
implementations of persuasion strategies.

2 . B e s t P r e - t e s t e d : U sers assigned to this
condition received randomly one of the messages implementing the
best average (pre-tested) persuasive strategy. “Best” average
persuasive
Alternating messages
vs.
3 . R a n d o m: U sers assigned to this condition receive Adaptive
messages
randomly one version of the persuasive message. vs. persuasive
Adaptive messages
persuasive
messages
4 . A d a p t iv e : U sers assigned to this condition receive
messages suggested by P ersuasionA P I .

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Summarizing the results:
• Slide with the
Increase example
towell in email click-through:
(at the 5th reminder)
>100%

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Summarizing the results:
• Slide with the
Increase example
towell in email click-through:
(at the 5th reminder)
>100%

Increase in e-commerce revenue: >25%

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Persuasion Profiling
Are you ready to Beta?

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Wow!

@PersuasionAPI

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