Archivio per 3 novembre 2013

03
Nov
13

John Balz of Opower on Being a Behavioral Marketing Manager

See on Scoop.itBounded Rationality and Beyond

John Balz of Opower talks about his role as a Behavioral Marketing Manager and why more companies should Chief Behavioralist in the 1st place. Check it out!  Behavioral scientists have carved out a place in the academy by following scientific methods and generating statistical evidence for behavioral theories. When putting these ideas practice, showing results gets you part of the way there.

It can tell you a direction to head, but not necessarily what the final destination looks like. How are talented non-behavioralists going to design a mobile payment app based on behavioral ideas X, Y, and Z plus a given technological limitation?

My own experience has been that devising great behavioral solutions requires both an emotional and an intellectual understanding of the idea. Advertisers and marketers excel at the former.

They can infuse behavioral science into a project without ever using its terms. If you’re working with a designer, a copywriter, or a software engineer on a strategy built around loss aversion, skip the jargon. It’s meaningless.

But has a soda machine ever eaten a dollar you put in it?

See on www.sciencerockstars.com

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03
Nov
13

John Balz of Opower on Being a Behavioral Marketing Manager

See on Scoop.itBounded Rationality and Beyond

John Balz of Opower talks about his role as a Behavioral Marketing Manager and why more companies should Chief Behavioralist in the 1st place. Check it out!  Behavioral scientists have carved out a place in the academy by following scientific methods and generating statistical evidence for behavioral theories. When putting these ideas practice, showing results gets you part of the way there.

It can tell you a direction to head, but not necessarily what the final destination looks like. How are talented non-behavioralists going to design a mobile payment app based on behavioral ideas X, Y, and Z plus a given technological limitation?

My own experience has been that devising great behavioral solutions requires both an emotional and an intellectual understanding of the idea. Advertisers and marketers excel at the former.

They can infuse behavioral science into a project without ever using its terms. If you’re working with a designer, a copywriter, or a software engineer on a strategy built around loss aversion, skip the jargon. It’s meaningless.

But has a soda machine ever eaten a dollar you put in it?

See on sciencerockstars.com

03
Nov
13

Why Managers Haven’t Embraced Complexity

See on Scoop.itBounded Rationality and Beyond

Complexity wasn’t a convenient reality given managers’ desire for control.
The promise of applying complexity science to business has undoubtedly been held up by managers’ reluctance to see the world as it is. Where complexity exists, managers have always created models and mechanisms that wish it away. It is much easier to make decisions with fewer variables and a straightforward understanding of cause-and-effect. Here, the shareholder value philosophy, which determines so much of how our corporations operate these days, is the perfect example. Placing a rigid priority on maximizing shareholder returns makes things clear for decision-makers and relieves them of considering difficult tradeoffs. Of course we know that constantly dialing down expenses and investments to boost short-term margins inevitably damages the long-term health of the company. It takes a complexity approach to keep competing values and priorities and the effects of decisions on all of them in view — and not just for management, but equally for investors, analysts, and regulators.

See on aidontheedge.info

03
Nov
13

Why Managers Haven’t Embraced Complexity

See on Scoop.itBounded Rationality and Beyond

Complexity wasn’t a convenient reality given managers’ desire for control.
The promise of applying complexity science to business has undoubtedly been held up by managers’ reluctance to see the world as it is. Where complexity exists, managers have always created models and mechanisms that wish it away. It is much easier to make decisions with fewer variables and a straightforward understanding of cause-and-effect. Here, the shareholder value philosophy, which determines so much of how our corporations operate these days, is the perfect example. Placing a rigid priority on maximizing shareholder returns makes things clear for decision-makers and relieves them of considering difficult tradeoffs. Of course we know that constantly dialing down expenses and investments to boost short-term margins inevitably damages the long-term health of the company. It takes a complexity approach to keep competing values and priorities and the effects of decisions on all of them in view — and not just for management, but equally for investors, analysts, and regulators.

See on aidontheedge.info

03
Nov
13

How behavioural design can overcome the dark side of big data

See on Scoop.itBounded Rationality and Beyond

The effort to influence human behaviour in constructive ways dovetails neatly with both the core ethics and key challenges of sustainable businesses across the globe. Behavioural design can be one way to influence the way people act but for it to be successful, you often have to rely on and understand datasets. Luckily, behavioural design is also very powerful when it comes to making sense of data – even the dark side of it.

Enter big data coupled with behavioural design. A combination of obvious potential as the essence of big data is to track behaviour in real time and at a large scale. Last month, the American energy software company Opower announced a further expansion of its recent efforts to combine behavioural design with big data. Opower supplied customers with personalised home energy reports that showed how much power a household had used compared to its neighbours. This has led to a decrease in consumption as social norms kicked in and people strived to cosume less energy than their neighbours. This is one example where data can be used to influence behaviour in a positive way.

 

See on theguardian.com

03
Nov
13

How behavioural design can overcome the dark side of big data

See on Scoop.itBounded Rationality and Beyond

The effort to influence human behaviour in constructive ways dovetails neatly with both the core ethics and key challenges of sustainable businesses across the globe. Behavioural design can be one way to influence the way people act but for it to be successful, you often have to rely on and understand datasets. Luckily, behavioural design is also very powerful when it comes to making sense of data – even the dark side of it.

Enter big data coupled with behavioural design. A combination of obvious potential as the essence of big data is to track behaviour in real time and at a large scale. Last month, the American energy software company Opower announced a further expansion of its recent efforts to combine behavioural design with big data. Opower supplied customers with personalised home energy reports that showed how much power a household had used compared to its neighbours. This has led to a decrease in consumption as social norms kicked in and people strived to cosume less energy than their neighbours. This is one example where data can be used to influence behaviour in a positive way.

 

See on www.theguardian.com

03
Nov
13

Reinventing Social Sciences in the Era of Big Data

See on Scoop.itBounded Rationality and Beyond

Sune Lehmann is an Associate Professor at DTU Informatics, Technical University of Denmark. In the past, he has worked as a Postdoctoral Fellow at Institute for Quantitative Social Science at Harvard Universityand the College of Computer and Information Science at Northeasthern University; before that, he was at Laszlo Barabási’s Center for Complex Network Research at Northeastern University and the Center for Cancer Systems Biology at the Dana Farber Cancer Institute.

I wouldn’t call him stupid. He is okay. Well he is actually pretty great. Forget that, he is freaking fantastic! We should get him over for one of our events! And so we did. Sune will speak at the 2nd#projectwaalhalla December 12. 

Tickets for the #projectwaalhalla Social Sciences for Startups are for sale. Get one of the last earlybird tickets, or just come on over. December 12, indoor skatepark Waalhalla. But for now, let’s get on with the interview. 

This time, let’s begin at the beginning, before we dive in deeper. Your main research project has to do with measuring real social networks with high resolution. I know for a fact you don’t mean 3D printed social networks.

But what are you aiming for, and how are you going to get there?

See on www.sciencerockstars.com




Time is real? I think not

novembre: 2013
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