by Amy Webb
I was tired of terrible first dates. When I decided to try online dating, I wasn’t going to let my profile mugshot and a few lines about me decide my fate. Instead, I did what any enterprising young woman in my position would do: I gamed the system! I created a series of male user profiles, registered a bunch of accounts and logged in as men. For weeks, I studied all the women using that service and collected data on the ones who seemed most popular.
I eventually compiled everything into a deep data analysis. Then, I logged back into the service...this time as a woman...and created a profile using my own information, but skewed to the trends I uncovered. Within a week I had the most popular profile on the service. Two months later I was dating the person who would later become my husband.
What I learned: Most people don't understand their audiences. In this session, I’ll detail how I gamed online dating...and what that means for anyone trying to land a committed relationship with their users.
by Becky Wang
Today, we have data – lots of it. We can process information – in many ways. We have models to understand our process. With these tools and a dash of creativity, we are discovering surprising patterns of human behavior and by extension, a way to accurately predict our desires and our future. In fact, we can quantify movements, behaviors, desires, and moods on a scale that wasn’t possible before a series of advances in processing power, developments in psychology, the science of social networks and collaboration, and most importantly, access to data. As we have evolved from Web 1.0 to 4.0 – in this anticipatory era – what will we dream up next? Beyond addressability and ad relevance, marketing initiatives and product development, how else can businesses utilize these advances? In advertising, industry, & humanity, can we make the leap from inductive logic to intuition? Can we supplement our brain mechanics with these new tools to finally predict what makes us happy?
The rapid proliferation of choices at the readers' fingertips for accessing content has made the editor's job more complicated than ever. Behavioral analytics will uncover when readers want what content, where they are when they want it, and if they want it on their phones, tablets, or PCs. Understanding user behavior across these platforms will not only guide the editor on how to deliver digital and mobile content but also offer new insights on how to deliver traditional, offline content to improve the readers' overall experience with the brand.
Startup Case Studies' from Airbnb, LivingSocial, HubSpot, & Rally Software on measuring success including lessons learned with pivots, metrics, and growth.
9th–13th March 2012