Digital Metrics Field Guide
now available for pre-order is SHIPPING NOW from Amazon, Barnes & Noble, and Independent Booksellers in the US and around the world
The Digital Metrics Field Guide is the definitive reference for brands of all sizes who use the Web, social media, mobile, or email for marketing, advertising and consumer engagement. It is written for the marketing, media or advertising business person whose job requires selecting, understanding and acting on the performance of their digital communications. Read more about the Field Guide …
Interested in learning about Mind Genomics and Cognitive Economics? Howard Moskowitz and I are sharing our Dropbox stuffed with books (over 20), peer reviewed articles, original research, and presentations for free and without any obligation. Access the Mind Genomics Dropbox.
Howard Moskowitz created a psychological science called Mind Genomics. Jointly we are developing a specialization within Mind Genomics called Cognitive Economics. We are giving you open access to our library of books, peer-reviewed studies, original research, and presentations without cost or obligation. It only takes a click on the preceding link. Why? This work has created billion dollar brands, and we would like it to benefit you, your brands, and bring happiness to your prospects and customers. Watch Malcolm Gladwell’s very popular TED Talk for a quick primer on Mind Genomics, Howard’s invention of chunky tomato sauce for Prego, and bringing happiness to people through a plate of spaghetti.
Marketers and advertisers use Mind Genomics and Cognitive Economics to:
- Understand consumers’ mindsets towards a product category, brand, or experience.
- Discover which messages, and which combinations of messages, drive interest up or down, and by how much … and compare them across mindsets.
- Compute the dollar value of each message or mixture, to uncover the trade-offs that people make. A message that raises interest may not increase the perception of value.
- Create or modify products to meet consumer needs and interests, and advertising or communications that are proven to increases sales.
I will be writing about our work weekly from here on out, probably on Tuesdays. Please feel free to get in touch with me anytime about this work, via email or by filling out the contact form.
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The library is a treasure trove. Enjoy it!
Howard Moskowitz and I are being interviewed by Mitch Joel on stage at “Ideas from Outside,” a one-day event put on by the Canadian Marketing Association on January 20. The conference focuses on identifying and working with innovative ideas from fields other than marketing, media, and advertising. For those of you who know me, this is near heaven.
Our session topic: how to know a person through mind genomics and cognitive economics and use that to communicate more effectively.
For way too long, innovation was treated primarily as a creative art or gathering of ideas. Who hasn’t participated in brainstorming sessions, art classes, tours of successful companies … anything to get us out of our mental boxes and free up our creativity? The sad result remains that new product success remains stuck at about 20%. But if innovation and new products are the lifeblood for business growth, this percentage must go higher. More of the same has not done it, or will do it.
The emergent movement towards innovation science offers a way forward. This fledgling field is taking shape under the guidance f the International Association of Innovation Professionals, or IAOIP. Their first conference, Innova-Con is January 14 and January 15, 2014 at Polytechnic Institute of New York University School of Engineering. Some of the topics that caught my eye are:
- Outcome driven innovation: a new lens for growth
- Product life cycle mangement and innovation
- Business model innovation
- Using idea operators to create new and improved ideas
- Design as a catalyst for innovation
This conference is the first I’m aware of that focuses on cognition and innovation, which is an area that I explore using the theory of mind genomics, the method of Rule Developing Experimentation, and the research discipline called cognitive economics. This one should be interesting.