Dark arts & magic in marketing: Rory Sutherland on data and when NOT to use it

You don't get 7 million TED talk views for nothing. Rory Sutherland is the Vice Chairman of Ogilvy UK and the author of “Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life.”

We had a wide-ranging, crazy, seminal, wonderful, and entertaining discussion for Retention Masterclass, brought to you by CleverTap.

A short list of the topics we hit:
- Why marketing is not physics
- Why linear thinking doesn’t make quantum breakthroughs
- Why brands should START with retention before anything else
- Alchemy and magic
- AB testing (yes, he uses data!)
- What Uber’s killer feature really is
- How brands really only need to done one thing brilliantly to be successful
- Hotels and weatherproofing (yep, don't ask)
- Why Tesla’s dog mode made a non-dog-owner want to buy one
- DoubleTree’s chocolate chip cookie
- Rory’s friend Dave (well, sorta)
- Why brands should ask their customers to do them a favor
- How brands can get COVID-19 era marketing horribly wrong
- Delivering drinking water in vans
- Consumer loyalty
- Brand loyalty to customers
- What Amazon gets right
- Why your price should probably be higher to sell more
- Clock radios (yes, actually)
- Nespresso versus Maxwell House
- The beautiful insanity of Dyson vacuums and hair dryers
- Use data to exploit versus using data to explore
- Data versus common sense
- P values (in analytics and statistics)
- Mental lockjaw

Видео Dark arts & magic in marketing: Rory Sutherland on data and when NOT to use it канала John Koetsier