This document summarizes a presentation given at SXSW Interactive in 2012 titled "How Brain Science Turns Browsers into Buyers". The presentation discusses how neuroscience and behavioral science can be used to improve marketing effectiveness by understanding how the brain responds to different stimuli. Traditional marketing often fails because it does not account for unconscious processing or personalization. New techniques shown include using videos personalized with the viewer's name, social targeting of ads based on interests and connections, and leveraging behavioral "mating triggers" when marketing to men.

1. How Brain Science Turns
Browsers into Buyers
#BrainBuy #sxsw
SXSW Interactive - Austin
March 11, 2012
Brian Clark
Roger Dooley
Derek Halpern
Dr. A.K. Pradeep

2. #BrainBuy
Dr. A. K. Pradeep
@akpradeep
Brian Clark
@copyblogger
Derek Halpern
@derekhalpern
Roger Dooley
@rogerdooley

3. Most
Marketing
Fails.
@rogerdooley
#BrainBuy #sxsw

4. “Half my advertising is wasted…
“…if only I knew which half!”
@rogerdooley
#BrainBuy #sxsw

5. Wanamaker guessed
TOO LOW!
@rogerdooley
#BrainBuy #sxsw

6. 95%
of New Products
@rogerdooley
#BrainBuy #sxsw

7. 95%
of New Products
@rogerdooley
#BrainBuy #sxsw
(Acupoll)

8. 98%
of Direct Mail
@rogerdooley
#BrainBuy #sxsw

9. 98%
of Direct Mail
@rogerdooley
(DMA)
#BrainBuy #sxsw

10. 98%
of Emails
@rogerdooley
#convcon

11. 98%
of Emails
@rogerdooley
(DMA) #BrainBuy #sxsw

12. 20%
of Ad Campaigns
@rogerdooley
#convcon

13. 20%
of Ad Campaigns
@rogerdooley
#BrainBuy #sxsw

14. 20%
of Ad Campaigns
@rogerdooley
#convcon

15. 20%
of Ad Campaigns
@rogerdooley
#convcon

16. Most
Marketing
Fails.
@rogerdooley
#BrainBuy #sxsw

18. Iceberg: 88% Hidden
Mind: 95% Subconscious
(Lakoff & Johnson) @rogerdooley #BrainBuy

20. Neuromarketing
@rogerdooley
#BrainBuy #sxsw

21. Neuroscience Behavioral
•EEG Science
•fMRI •Behavior Studies
•MEG •Eye Tracking
•Biometrics •Facial Coding
@rogerdooley
#BrainBuy #sxsw

22. Neuroscience Behavioral
•EEG Science
•fMRI •Behavior Studies
•MEG •Eye Tracking
•Biometrics •Facial Coding
@rogerdooley
#BrainBuy #sxsw

23. How Brain Science Turns
Browsers into Buyers
SXSW Interactive - Austin
March 11, 2012
Roger Dooley
NeuroscienceMarketing.com
RogerDooley.com
rogerd@dooleydirect.com
@rogerdooley

25. How do we make Brian
Clark like Coca Cola?
@rogerdooley
#BrainBuy #sxsw

26. @rogerdooley
#BrainBuy #sxsw

27. @rogerdooley
#BrainBuy #sxsw

28. @rogerdooley
#BrainBuy #sxsw

29. The Doppelganger Effect
Brand Preference
@rogerdooley
#BrainBuy #sxsw

30. Personalized Video

34. Derek!
@rogerdooley
#BrainBuy #sxsw

35. Playboy:
Viral Bunnies at Home
http://youtu.be/isjPpbmnaYo
@rogerdooley
#BrainBuy #sxsw

38. thedexterhitlist.com
@rogerdooley
#BrainBuy #sxsw

39. Higher Ed Ads
Adler School of Professional Psychology
@rogerdooley http://www.leadsocialchange.net/
#BrainBuy #sxsw (Courtesy: Hobsons)

40. Social
Personalization
@rogerdooley
#BrainBuy #sxsw

41. @rogerdooley
#BrainBuy #sxsw

42. St. Bonaventure University
@rogerdooley http://www.becomingextraordinary.net/
#BrainBuy #sxsw (Courtesy: Hobsons)

43. St. Bonaventure University
http://www.becomingextraordinary.net/
(Courtesy: Hobsons)

44. takethislollipop.com

48. Untapped opportunity:
Put your customer
in the ad.
@rogerdooley
#BrainBuy #sxsw

49. Selling
to
Guys?
@rogerdooley
#BrainBuy #sxsw

50. Impatient
Short Term
Emphasis
-Margo Wilson and Martin Daly
@rogerdooley
#BrainBuy #sxsw

51. Attractive
Photo =
-4% Interest
Rate
Marianne Bertrand et al, 2005
@rogerdooley
#BrainBuy #sxsw

52. Test
Source:
Ion
Interactive

53. Source:
Ion
Interactive

54. @rogerdooley
#BrainBuy #sxsw

55. Convert more guys with
“mating triggers.”
# 31 @rogerdooley
#BrainBuy #sxsw

56. How Brain Science Turns
Browsers into Buyers
SXSW Interactive - Austin
March 11, 2012
Roger Dooley
Dooley Direct, LLC
NeuroscienceMarketing.com
RogerDooley.com
rogerd@dooleydirect.com
@rogerdooley

57. How Brain Science Turns
Browsers into Buyers
#BrainBuy #sxsw
SXSW Interactive - Austin
March 11, 2012
Brian Clark
Roger Dooley
Derek Halpern
Dr. A.K. Pradeep