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Case Study: Behavioral Insights Unit

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  1. 1. Behavioural Insights Unit: Case Studies May 22, 2015
  2. 2. Licence Plate Sticker Shift to Online
  3. 3. In PersonIn Person ProcessProcess
  4. 4. Falls are theFalls are the #1#1 cause of critical injurycause of critical injury and death on Ontario construction sitesand death on Ontario construction sites
  5. 5. 2715-05-25 Kijiji ads appeared beneath classified listings related to roofing in Ontario.
  6. 6. 1 1 2 2 3 3 4 4 5 5 6 6 7 7 8 8 Want help choosing a roofer? Need roofing advice? Get helpful info & advice from the Ontario government here. No-contract roofings NO deal. Cutting corners, no warranty, the RISKS can cost you $1000s! Get helpful info & advice here. Dont choose the wrong roofer. The hidden costs can be $1000s Get helpful info & advice from the Ontario government here. Your roof protects your home. So does a roofing contract. Get helpful info & advice from the Ontario government here. WARNING: Beware roofing scams! Dont be the next victim. Get helpful info & advice here WARNING: Beware roofing scams! Dont be the next victim. Get helpful info & advice from the Ontario government here. WARNING: Beware roofing scams! Dont be the next victim. Get helpful info & advice here. WARNING: Beware roofing scams! Dont be the next victim. Get helpful info & advice from the Ontario government here. Find the Right Roofer www.Ontario.ca/beforeyoubuyaroof Info on roofers and consumer rights from the Government of Ontario. Need roofing advice? www.Ontario.ca/beforeyoubuyaroof Advice and information on roofing from the Government of Ontario. Unbiased roofing advice www.Ontario.ca/beforeyoubuyaroof Advice and information on roofing from the Government of Ontario Protect your home www.Ontario.ca/beforeyoubuyaroof Protect your home with advice from the Government of Ontario. Trustworthy roofer? www.Ontario.ca/beforeyoubuyaroof Info on roofers and consumer rights from the Government of Ontario. Dont hire a bad roofer www.Ontario.ca/beforeyoubuyaroof Info on roofers and consumer rights from the Government of Ontario. Avoid roofing disasters www.Ontario.ca/beforeyoubuyaroof Protect your home with advice from the Government of Ontario. WARNING: roofing scams www.Ontario.ca/beforeyoubuyaroof Protect your home with advice from the Government of Ontario.
  7. 7. Dont hire a bad roofer www.Ontario.ca/beforeyoubuyaroof Info on roofers and consumer rights from the Government of Ontario. WARNING: roofing scams www.Ontario.ca/beforeyoubuyaroof Protect your home with advice from the Government of Ontario. Click-Through-Rate by Ad and Keyword
  8. 8. Click-Through-Rate by Ad and Keyword WARNING: Beware roofing scams! Dont be the next victim. Get helpful info & advice here WARNING: Beware roofing scams! Dont be the next victim. Get helpful info & advice from the Ontario government here.
  9. 9. Traffic if only the worst performing ads had run Actual traffic during the trial when all ads were run Traffic if only the best performing ads had run 5970 total visits 3299 (144%) more because of ads 6875 total visits 4423 (180%) more because of ads 4467 total visits 2015 (82%) more because of ads Kijij ads Google ads Kijij adsKijij ads Google ads Google ads
  10. 10. Mailing list Equal groups =randomization
  11. 11. Lack of Liquidity?Lack of Liquidity? oror Procrastination?Procrastination?
  12. 12. Anne Matthews Director, Communications Branch Treasury Board Secretariat 416-325-1376 [email protected] Elizabeth Hardy Manager, Behavioural Insights Unit Treasury Board Secretariat 416-325-5405 [email protected] Julian House Research Scientist Treasury Board Secretariat 416.326.2562 [email protected] Colette Di Bella Project Manager Treasury Board Secretariat 416.325-1374 [email protected] Nicole Robitaille Research Scientist Treasury Board Secretariat [email protected]

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