Suggestions
Jonah Goodhart
Co-Founder And Ceo
Entrepreneur. Investor.
Highlights
I’m emotional.
Well, it turns out we're all emotional. As humans, we make decisions based on emotion. As much as we think we evaluate every choice, every purchase, every reaction based on rational thought, the reality is different from what we may perceive. In fact, in one study called Hidden Minds, the author concludes that "probably 95% of all cognition, all the thinking that drives our decisions and behaviors, occurs unconsciously -- and that includes consumer decisions." (Morse, Gardiner. 2002. Hidden Minds. Harvard Business Review).
So, if emotion is core to humanity and a primary driver of consumer behavior, shouldn't we be prioritizing emotion measurement in advertising? After all, marketers look to tell advertising stories that leverage emotion.
Emotion not only aligns with how we operate as human beings, it also closely aligns with what a marketer might describe as their brand purpose - their “why” as one global CMO recently said. The question then is how would we go about measuring it? How do you to measure an unconscious feeling?
Enter AI. As Sundar Pichai, CEO of Google, has said, AI will impact “every product across every company.” (60 Minutes, April 2023). I agree. So how will AI enable companies to measure emotion and ultimately help brands drive positive outcomes and ROI?
In the summer of 2022, Ramsey McGrory introduced me to Jeff Tetrault. Jeff is the CEO of Dumbstruck, Inc., an AI-powered emotion analytics company.
I have spent the last 18 months getting to know Jeff and many of the talented members of the Dumbstruck team. What they have created is unlike anything I have seen. Not only does the technology, through a permission-based global panel and advanced facial coding technology, measure emotion and attention, but it is able to attribute emotional resonance to different audiences that a brand may be intending to reach. In other words, is your ad most emotionally resonant with this specific audience or that one? Is there a negative emotion that happens with a particular group of people? (I can think of a few brands that would have liked to know about this before running their ads!).
With much of the focus in the digital ad industry on media optimization, I am not the first to say that creative needs to get more of our focus. That said, talk is one thing, action is another. Dumbstruck is bringing together media and creative insights into a single platform focused on emotion analytics. It is live today and it works.
For my part, it is with great joy that I announce I am joining the Board of Directors of Dumbstruck. I am excited to partner with Jeff Tetrault, Peter Allegretti, Mike Tanski, and the rest of the Dumbstruck team and Board including Tracey Scheppach and Rishad Tobaccowala.
Ultimately, I think Dumbstruck can help bring media and creative together through the power of emotion measurement and I’m excited to be a part of their efforts.
https://dumbstruck.com/
#AI #EmotionMatters #Dumbstruck
Thank you Procter & Gamble for the opportunity to share some thoughts on the future of ad measurement. Always fun to collaborate with the indelible duo John Battelle and Stan Joosten.
#P&G #Signal360 #ai #measurement
