I presented this deck—ranging from weather modification and hurricanes, through chaos theory, to digital advertising, to digital experimentation. My proposal: a system of digital experiments, owned and run by planners and strategists, to isolate the interesting variables that make a difference in the online world.

1. Hello!

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

3. !!!!!!!!!!!!!!

4. exitcreative - clay parker jones
The Experimentation Imperative
Why you have to experiment, not just do.

5. 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

6. exitcreative - clay parker jones

7. Weather modification is fascinating.

8. I’d kill for a beer.

9. Silver Iodide

10. NOT from a Bond movie.

11. “
“...how can we use this?”

12. Operation POPEYE - 1967-’72

13. Irving Langmuir and Vincent Schaefer

14. 117 153
Bigger eye = slower winds

15. Hurricanes have multiple eyewalls...

16. If you make a second, larger eyewall...

17. The inner one will die

18. YAY!
And then you win.

19. Hurricane Debbie - 1969
figure 1: hurricane debbie path
Newfoundland:
Our bad.
Victory!
Seeding!
figure 2: hurricane strength
1 2 3 4 5

20. But this was a bad idea from the start.

21. In re: chaos

23. 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

25. $1.8 BILLION
6 DEATHS
figure 1: hurricane strength
1 2 3 4 5

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

27. ORI G INA L
PATH
T E MP
O NLY
What if you could change something?

28. ORI G INA L
PATH
T E MP
O NLY
TE M P &
WIND
What if you could change something?

29. Which wings?

30. exitcreative - clay parker jones

34. How is this
translating
into digital?

35. New and
better
banners?
Banner Birth Control
Ineffectiveness Effectiveness

37. Bigger=better?

38. Surprises?

40. Fun, but one-off

41. BIG
ideas?

42. Re-mixable excellence

43. Business
solutions?

44. Crazy awesome, who takes you here?

45. Things that
defy the
system?

46. Behavioral + multiplatform = interesting

47. [TYPICAL]
$0.16/VISITOR $433/VISITOR
DOM AINAT ION, EFFIE AWARDS, 2009

49. exitcreative - clay parker jones

50. Hypothesis:
Digital marketing
can be a good for
both companies
and consumers.

51. Human
Behaviors
Digital
Brands
Things

52. Human
Behaviors
Digital
Brands
Things

53. We’re selfish with knowledge

54. Sad.

55. Experimentation!

56. Causal relationships
among variables.

57. Maybe: Research

58. Maybe: Testing

59. Maybe: Campaigns

60. Ripe topics:
1. Digital Anonymity
2. Fan Causes
3. Brands + Services
4. Competition & Rewards

61. Digital Anonymity

65. What about the “normal” web?

69. People follow:

70. Directions

71. Other People

72. Fan Causes

73. Moustachette: http://moustachette.com

80. Hey, it worked!
FB FANS:
1,189
TRAILER VIEWS: 18,000
ILLINOIS FILM FESTIVAL
TWITTER
PHILLY FILM FESTIVAL
FOLLOWERS:
6,811

81. Fans + Causes =
Awesome

82. Brands + Services

83. 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.

85. Ratings Concentration, Android
RATED
4 AND ABOVE
ALL RATINGS

86. Ratings Concentration, iPhone
RATED 4 AND ABOVE
ALL RATINGS

87. Odosketch: http://sketch.odopod.com

99. Sketch by the numbers
TOTAL USERS:
16,000
TOTAL
SKETCHES:
65,000
AVERAGE TIME: 4:10
3-4 PAGES VISITED

100. Sketch by the numbers
TOTAL USERS:
16,000
TOTAL
SKETCHES: NOT EASILY
65,000 REPEATED
AVERAGE TIME: 4:10
3-4 PAGES VISITED

101. “Draw Your Soul”: http://bit.ly/3EcPBZ
People follow directions, provided easy tools.

105. Possible to do the
same under a
different name?

106. ...Is brand equity
online good for
service adoption?

107. Competition and
Rewards

108. Swoopo: http://swoopo.com
The crack cocaine of e-commerce sites.

110. LadyData: http://donq.com

113. People like to
compete

114. Work Time!

115. Ground rules:
1. An actual hypothesis
2. Think longitudinal v. episodic
3. Isolates variables/causes

116. We’ll build two of
them to start, and
share the data.

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

118. exitcreative - clay parker jones