“I finally get it!” – Eye Tracking

Next Bank Sydney 13 brought banking experts from around the World to a wonderful venue in The Rocks, Simmer by the Bay.  As a speaker, I was set a challenge by Rob Findlay, Next Bank Founder, “Shake it up”. So I did. Next Bank Sydney Logo

Instead of my run-of-the-mill presentation, I fearfully told a story about the things that piss me off in banking and the broader enterprise marketing realm and how eye tracking can dramatically improve the situation. I really want to help people discover that:

  • Data from poor market research methods add no value to business decisions and are ignored by senior execs
  • Understanding human unconscious is critical in marketing and no, you don’t know much about what really drives your customers. Certainly nothing about how or why they do what they do.
  • Marketing budgets are simply wasted if no-one looks at your stuff and this is avoidable.
  • A shit ad is a shit ad, no matter where you stick it.

My presentation was a resounding success and at the end a client of 6 years approached me and said, “You know I have worked with you for more than 6 years and only now do I really understand eye tracking!”

Here’s my presentation, enjoy and let me know what you think?

Here’s the slides with text for your reading pleasure.