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The Art & Neuroscience of

Customer Experience

Tom ShapiroCEO, Stratabeat

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The human brain contains100 billion neurons.

Source: U.S. National Institute of Health

100,000,000,000

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The human brain is up to 30X as powerful as the world’s

most powerful supercomputer.

Source: Science Alert

30X

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• Founder & CEO of Stratabeat,

a branding & digital marketing agency

• Author of the book Rethink Your Marketing

• Founder of Boston Neuromarketing group

with 380+ members

• While Director of Digital Strategy at prior

company, grew from 85 to 700+ employees

in 5 years

• Developed marketing strategies for Fortune

500 companies such as AT&T, Intel, P&G,

Experian, Hewlett-Packard, Kraft Foods

@TomShapiro @Stratabeat

Tom Shapiro

THE SUBCONSCIOUS

SEO Trends in 2015

• User Behavior

• Topics Matter

• Social Signals

• Multi-device

• Mash-ups

Our brains process

11 MILLION bits

of sensory

information EVERY

SECOND.

Source: Nielsen

Our conscious minds handle

less than one hundred per

second in comparison.

Source: Nielsen

90%of buying decisions are

made by the subconscious

mind.

EMOTIONS

The Limbic SystemResponsible for Emotions Processing

Antonio DamasioNeuroscientist

Purchase decisions

are based on…

Emotions

We are not thinking machines.

We are feeling machines

that think.

“

”- Antonio Damasio, Neuroscientist

Ads Based on Emotion

Perform Better

Source: Forrester

Emotion Is The #1 Factor in Customer LoyaltyIn 17 of 18 Industries Examined

Photo Source: Digital Trends http://ow.ly/vrRu30gwwR9

Photo Source: Pinterest http://ow.ly/plRQ30gwx2H

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What About B2B???

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Source: Google & CEB

Twice the ImpactB2B brands achieve twice the impact with a target audience

when using emotional marketing.

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Purchase IntentB2B purchase intent drops when messaging becomes less emotional.

Source: Google & CEB

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The emotion recognition technology market will exceed $36B

by the year 2021.

Source: MarketsandMarkets

$36,070,000,000

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SURPRISE!

Surprise is a prediction error.

“ ”- Carmen Simon, PhD

The Mind Wanders 30% of the Time…Source: Susan Weinschenk, PhD

#INBOUND16Photo Source: Emory University

Gregory BernsEmory University

#INBOUND16

Surprise AMPLIFIESYour Feelings

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MasterCard has hit 97,867 cardholders with unforgettable surprises.

Source: MasterCard

97,857

Photo Source: Mastercard

Priceless

Photo Source: MasterCard

#INBOUND16

Photo Source: Blendtec

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VISUAL MARKETING

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The human brain processes visuals

60,000 Timesfaster than text.

Source: 3M

54 of the World’s

Best Wine Tasters

Source: John Medina, Brain Rules

Pictorial Superiority

Effect(PSE)

2,500 Pictures Recalled

With 90% Accuracy

Source: John Medina, Brain Rules

After 72 hours…

People remember 10% of text

they read.

Add visuals, and

they remember 65%.

Color Increases Brand Recognition by a Whopping 80%

Photo Source: Virgin Atlantic

Photo Source: G Style Magazine http://ow.ly/DAwB30gwHBK

Photo Source: Business Insider http://ow.ly/rCst30gwHDL

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STORIES

Stories Change the Brain’s Chemistry

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We are 22X more likely to remember a fact whenit has been wrapped in a story.

Source: Jerome Bruner, Cognitive Psychologist

22X

COGNITIVE

FLUENCY

Google Study of Website Design

K.I.S.S.

SPEED

Byron Reeves & Clifford NassStanford University

Photo Source: Stanford University

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A Radware study found that making each page in a transactiontwo seconds faster more than doubled conversions.

Source: Radware

2X Conversions

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Amazon loses $1.6 billion annually forevery one second increase in page load time.

Source: FastCompany

$1,600,000,000

TRUST

Why is canned laughter so popularwith television executives?“ ”- Robert Cialdini, Ph.D.

The Psychology of

Persuasion

Robert Cialdini’s List of

Weapons of Influence

Reciprocation

Commitment & Consistency

Social Proof

Liking

Authority

Scarcity

(Priming…)Photo Source: http://ow.ly/mxW93052h00

RETHINK

Rethink Your Marketing

RethinkYourMarketing.com/dxsummit

7 Strategies to Unleash Revenue GrowthBy Tom Shapiro

Tom Shapiro

CEO

Stratabeat, Inc.

https://stratabeat.com

@TomShapiro @Stratabeat