Tag Archives: evaluation

Web Analytics

Web analytics allow you to track how many people are visiting your site, what sites they are coming from, what words they use to search when finding your site, and more. Without knowing who is looking at your site, you can know what they are looking at, for how long, in what order, they city they are in, and more.

##Google Analytics##

Google Analytics is the big one.

##Clicky##

Free analytics tool that allows you to make the numbers available to anyone.

##Other Indicators##

- youtube, vimeo, etc views
- delicious bookmarks
- internetfamo.us – Evan, James, and Jamie’s tool to track multiple indicators including delicious bookmarks, flickr, etc.

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Loss Aversion, Greenpeace, and Health

Here’s a pattern of tactics I realized have something in common. They all work by presenting a threat. Loss aversion, as it can be called, can be more motivating – using the stick instead of the carrot.

## Example 1 From Greenpeace:##

The ranking criteria reflect the demands of the Toxic Tech campaign to the electronics companies. Our two demands are that companies should:

1) clean up their products by eliminating hazardous substances;

2) takeback and recycle their products responsibly once they become obsolete.

I talked to someone at Greenpeace about this (we could get in touch with him again for an interview) and he said the strategy here was to always be targeting the company in last place. All the companies will improve because they fear being outed as “the worst” by Greenpeace.

##Example 2: Loss Aversion for Weight Loss from NPR (excerpt):

Would you stick to your diet if your savings were at stake? Two professors are betting the answer is yes. The winning formula may include signing a contract to enforce the bet.

Yale professors Ian Ayres, an expert in contract law, and Dean Karlan, a behavioral economist, both entered weight loss bets. And both won. They took off the weight they pledged.

Karlan describes a recent effort in the Philippines to help smokers quit. Through a local bank, the smokers signed agreements to put their cigarette money into savings accounts and agreed to urine tests. At the end of six months, if the tests showed they had nicotine in their system, their savings were lost — given to charity.

“It was wildly successful,” says Karlan. People who took up the account were 30 percent more likely to stop smoking, at least temporarily, than the smokers who didn’t participate in a savings agreement.

The results exemplify what behavioral economists call “prospect theory,” or loss aversion.

“What we know about incentives is that people work a lot harder to avoid losing $10 than they will work to gain $10,” explains Ayres. “So something that’s framed as a loss is really effective at changing behavior.”

They have a theory and they know it works because they have stats.

##Example 3: Smoking Habit Auction##

On Monday 31 March, 2008, the highest bidder will receive a contract written by my lawyer, Chris Hoquard at Dominion Law, in which I hand over my right to smoke to them, and agree to pay them a forfeit of NZ$1000.00 per cigarette that I smoke at any time following the auction’s closure. I will donate the proceeds from the auction to the Cancer Society of New Zealand.

Again, success and failure here are clearly defined.

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CarrotMob gives stores incentive to go green

Blackmailing (not really) store owners by offering to bring tons of motivated customers if they will do the most to make their store energy efficient. Documented very well – including dollar amounts.


Carrotmob Makes It Rain from carrotmob on Vimeo.

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Hans Haacke

Hans Haacke lecture
Gallatin School, New York University, April 15, 2008

S&S: As a political artist, how can you know when you’ve been successful?

Haacke: I’ve been asked that question many times, and that question requires one to go around it before one really avoids it.

I believe it is a relatively new phenomenon that art works are referred to as successful or unsuccessful. And success would mean, in today’s arts, media attention. I understand why you ask this question if one works, as I do, with overt political topics as the repercussions it had would tend to be in sync with whether it had hit a sore spot.

I’m a bit uncomfortable with that because it means that if, for some reason, and there are many accidental reasons, something is being picked up by the media or is overshadowed by something at that very time that is absorbing everybody’s attention. That is: if it doesn’t get picked up then therefore it was a bad work and something that for sensational reasons is being bandied about therefore is a good one, a successful one.

So I would rather not think in those terms because these are unweighables; it becomes too much of a prisoner of media attention. And, as we know from history, things that were not paid attention to are all of a sudden discovered, are sensational.

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NYT – April Fool! The Purpose of Pranks

By BENEDICT CAREY
Published: April 1, 2008

Keep it above the belt, stop short of total humiliation and, if possible, mix in some irony, some drama, maybe even a bogus call from the person’s old flame or new boss. A good prank, of course, involves good stagecraft. But it also requires emotional intuition.

“You want to play on people’s weaknesses or dislikes, but not go too hard,” said Tommy Doran, a fireman and paramedic in Skokie, Ill., who as a rookie in Montgomery County, Md., was lured into the station’s kitchen and blasted with multiple cream pies. “For me it’s just the sort of dark humor we use to cope with the job and each other. Nothing dangerous or illegal.”

Psychologists have studied pranks for years, often in the context of harassment, bullying and all manner of malicious exclusion and prejudice.

Yet practical jokes are far more commonly an effort to bring a person into a group, anthropologists have found — an integral part of rituals around the world intended to temper success with humility. And recent research suggests that the experience of being duped can stir self-reflection in a way few other experiences can, functioning as a check on arrogance or obliviousness.

The 1960s activist and prankster Abbie Hoffman reportedly divided practical jokes into three categories. The bad ones involve vindictive skewering, or the sort of head-shaving, shivering-in-boxers fraternity hazing that the sociologist Erving Goffman described as “degradation ceremonies.” Neutral tricks are more akin to physical punch lines, like wrapping the toilet bowl in cellophane, depositing a massive pumpkin on top of the student union building, or pulling some electronic high jinks on a co-worker’s keyboard (though on deadline this falls quickly into the “bad” category).

What Hoffman called the good prank, which humorously satirizes human fears or failings, is found in a wide variety of initiation rites and coming-of-age rituals. The Daribi of New Guinea, for example, have children make a small box and bury it in the ground, telling them that after a while a treasure will appear inside but they must not peek, according to Edie Turner, a professor of anthropology at the University of Virginia.

Invariably the youngsters succumb to curiosity — only to find a sample of human feces.

The Ndembu of Zambia have an adult in a monstrous mask sneak and scare the wits out of boys camping outside the village as part of a coming-of-age ritual in which they are showing their bravery.

“These kind of tricks are very common,” Dr. Turner said, “and they are really a way to put a person down before raising them up. You’re being reminded of your failings even as you’re being honored.”

Jonathan Wynn, a cultural sociologist at Smith College, said pranks served to maintain social boundaries in groups as various as police departments and sororities. “And you gain status by being picked on in some ways,” he said. “It can be a kind of flattery, if you’re being brought in.”

In a paper published last year, three psychologists argued that the sensation of being duped — anger, self-blame, bitterness — was such a singular cocktail that it forced an uncomfortable kind of self-awareness. How much of a dupe am I? Where are my blind spots?

“As humans, we develop this notion of fairness as a part of our self-concept, and of course it’s extremely important in exchange relationships,” said Kathleen D. Vohs, a consumer psychologist at the Carlson School of Management at the University of Minnesota. Dr. Vohs and her co-authors, Roy F. Baumeister of Florida State University and Jason Chin of the University of British Columbia, propose that the fear of being had is a trait that varies from near-obliviousness in some people to hypervigilance in others.

The researchers had 55 men and women play a computerized cooperation game and demonstrated that participants who felt they had been burned would go over the experience in their heads, playing out alternative versions of how they might have behaved.

“Being duped holds up this mirror to people,” Dr. Vohs said, “and may in fact show them where they are on the scale” — too trusting or too vigilant. Paranoia, too, has its costs, and it can sour relationships.

Running back the tape mentally, in this case meditating on how an embarrassing event might have turned out otherwise, is known to psychologists as counterfactual thinking. “The feeling of ‘I should have known better’ is the sort of counterfactual that serves to highlight your own shortcomings,” said Neal Roese, a psychologist at the University of Illinois. “A good deal of research has shown that these counterfactual insights can kick-start new behaviors, new self-exploration and, ultimately, self-improvement.”

Those observations may not leap to mind if you just showed up in go-go boots and an Elizabeth Taylor wig to a bogus 1970s cross-dressing party. Or if you fell for the e-mail message announcing you had won an award and should forward a draft of your acceptance speech to a supervisor.

But a good prank is, in the end, a simulation of a crisis and not the real thing. And it serves as a valuable reminder that not every precious box contains precisely the treasure you might expect.

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NYT – Is the Ad a Success? The Brain Waves Tell All

Neuroscience can provide “a more accurate way to understand what consumers really like,” Mr. Stagliano said, which helps to produce ads and programs that “break through the clutter” rather than contribute to it.

“We measure attention, second by second; how emotionally engaged you are with what you’re watching, whether it’s a commercial, a movie or a TV show; and memory retention,” said A. K. Pradeep, chief executive at NeuroFocus in Berkeley, Calif.

“The role of neuromarketing is to understand how people feel and react,” Ms. Moses said. “It in no way sets out to meddle with normal, natural response mechanisms.”

Her opinion was echoed by Robert E. Knight, the director of the Helen Wills Neuroscience Institute at the University of California, Berkeley, who is also the chief science adviser at NeuroFocus.

“We’re not trying to predict an individual’s thoughts and actions and we’re not trying to input messages,” Dr. Knight said.

Is the Ad a Success? The Brain Waves Tell All – New York Times

April 3, 2008 – similar story appears in Guardian UK – Neuromarketing could make mind reading the ad-man’s ultimate tool

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