“I finally get it!” – Eye Tracking

Excellent presentation of how the commercial use of eye tracking might maximize profit.

Eye Tracking the Customer Experience

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…

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