By - Lisa Winter

How to avoid the spam filter in eight easy steps

Keeping one step ahead of the spam filter! Internet Service Providers (ISPs) are constantly fighting a war against spam email. In December 2016 an estimated 61% of global email traffic was accounted for by spam messages and so unless your email campaigns are carefully designed and implemented there is a high chance that they could end up in your customer’s

Gall's Law tells us that complex systems evolve from simple systems that worked
By - Neal Cole

What Are The Implications of Gall’s Law For Digital Marketing?

What is Gall’s Law? Gall’s Law is a rule of thumb or heuristic which indicates that complex systems that work are normally found to have evolved from a simple system that worked.  This means trying to design a complex system from scratch is never successful and it cannot be made to work once it has been created. It is necessary

Image of Kendall Jenner in Pepsi ad giving a can to policeman
By - Neal Cole

Was The Pepsi Ad Trying To Do The Wrong Job?

Ads have a job to do! How did Pepsi’s marketing team think the Kendall Jenner ad was going to work and why? Ads have a job to do, but what was the job for Pepsi? “Pepsi was trying to project a global message of unity, peace and understanding.” – according to a brand statement. The problem was in the execution

By - Neal Cole

Hick’s Law And User Experience Design

Choosing Takes Time – Hick’s Law: In 1951 the British psychologist William Hick conducted experiments with a series of lights and Morse code keys to measure choice reaction times. Hick discovered that the relationship between the time it took to make a decision and the number of choices was logarithmic. Together with work by the US psychologist Ray Hyman their

By - Neal Cole

Is Survivorship Bias Destroying Your Optimisation Strategy?

Survivorship Bias & Website Optimisation:   During World War II, researchers at the US Center for Naval Analyses were given a difficult problem to solve.  They were asked to recommend where to reinforce US bombers to reduce aircraft losses over enemy territory.  They decided to conduct a review of the damage inflicted on US bombers that returned from combat missions.

Call Now ButtonCall Me Now!