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7x7 - ON THE RADAR THIS WEEK

BY TOBY BROWN, HEAD OF CONTENT.

In this week’s 7x7 we cover why we lie to Facebook but tell the truth to Google, loads of pizza and hacked hotels.

1.      The lies we tell.

In order to get really accurate insight into a consumer you need to totally remove self-awareness, claims a new book,  Everybody Lies, by American author Seth Stephens-Davidowitz. He claims Google Search is the best place to source unbiased consumer information.

The image people choose to put out into the world is heavily filtered by the awareness of others – Google Search is arguably the place where the consumer’s true self comes to the surface; the hidden anxieties, passions and quirks in a space where there’s no need to lie.

The book throws some light onto the subjects that genuinely preoccupy us.

For every search women make about the size of their partner’s penis, men make 170 searches on the same topic. Parents are 2.5 times more likely to ask “Is my son gifted?” than “is my daughter gifted?”. Searches for “Is my husband gay?” are much higher in US states where support for gay marriage is lower than the national average.

With only 16-32% of us claiming to be honest online, and 75% of Brits admitting to lying on their profile, why do we trust sources such as Facebook data, when people happily lie to Facebook (and themselves) in droves?

Some other great stats about our ability to deceive ourselves when answering surveys:

· More than 40% of a company’s engineers thought they were in the top 5%.

· More than 90% of college professors think the work they do is above average.

· 25% of high school students think they’re in the top 1% in their ability to get along with others.

· Let’s not forget 73% of statistics are made up on the spot though.

And while we’re on the subject, how objectively do you think politicians review data? The answer will surprise no-one.

2.      Pizza – carby heroin delivered by driverless cars.

Finally technology is reaching the promised land.

Dominoes Pizza has started trialling pizza delivery using driverless cars from Ford. Sadly, it’s only in Michigan. Dominoes say the key test will be whether people are happy to leave their homes to grab the pizza from the car. That’s how lazy we are now. Although according to this article by Vice, people should be more than willing – as eating pizza delivers a natural opiate hit, flooding our nervous centre with joy. Sounds about right.

For the duration of the test , the driverless car will be driven by an engineer. No, I don’t get it either.

What does the future hold for driverless cars? Lots. Too much to paraphrase. Have a read here if you’re interested – customer service from car dealers willstill be key, hackable cars scare consumers and Tesla show car brands how to keep their messaging simple.

3.      Car radio gets smarter

Audi is partnering with Radioplayer, an online joint radio initiative to launch a smart radio for connected cars in the new Audi A8. The “hybrid” radios will display station logos and automatically switch between FM, DAB and streaming. The move is a bonus for media owners an dagencies using programmatically-bought ads within DAvb and steramingf services. Users will be targeted based on agem gender, genre prefences etc. The radio can also gneretae pesonlaised radio recomeendations, search results and catch-up programmes.

Spotify has also widened its programmatic plans, moving from a direct sales to programmatic buy with its new Head of Programmatic, Zuzanna Gierlinska.

In other Auto news, here’s how JLR are using Blockchain to create aan open platform for sharing driving data between users, insurers and infrastructure designers

4.      Ambassador, with this phone network you are surely spoiling us

giffgaffshows how to turn customers into ambassadors, with a different take on customer loyalty.

Rather than create a network of customers, they’ve focused on establishing a community of members who prefer “hacks” and self-service to call centres and stores. The initially disruptive model has made them a big telecoms player in the space of 8 years and delivered them a highly engaged community, who get involved in initiatives such as giffgaff Labs, where they submit ideas to make the business better – 660 so far.

Every community interaction earns points which are then converted into cash, credit or a charity donation.

Interesting read and a reminder that thinking differently and genuinely putting the customer first can pay huge dividends.

5.      Alexa has a personality disorder

It was only a matter of time, but agency VCCP has trialled using Amazon’s Alexa as a receptionist. To make things interesting, they gave her 3 personalities – bubbly, proficient and neurotic.

Programmed with a list of commands and a copywritten script, Alexa was installed in reception and handled 407 interactions. 38 misunderstandings and answered 104 questions and told some jokes. But she was basically crap, which could be the reason why we still don’t really trust voice powered assistants.

·  Only 29% of Brits claim they want a voice assistant in their home.

·  61% say they’re reluctant to give Amazon, Google etc more data than they already hold, although

·  81% would be willing to share an item of personal data for free or enhanced service.

·  42% think voice assistants are a gimmick.

Take that Alex, you bubbly, proficient ball of neuroses. On a similar note, US comedian Jim Gaffigan now has his own chatbot.

6.      AI Corner

Not only is AI disrupting Big Pharma (identifyingmolecules that didn’t work in one type of medicine but may work in another configuration), it’s only bloody gone and completed Game of Thrones – not even the TV series, the book.

An AI bot has written George RR Martins; final instalment, The Winds of Winter. It’s total gibberish. Here’s a sample:

“I feared Master Sansa, Ser,” Ser Jaime reminded her. “She Baratheon is one of the crossing. The second sons of your onion concubine.

7.      Is that door definitely locked?

Great Wired article on the epic crime spree of one man who cracked a vulnerability of hotel room key cards, pinching at least $500,000 of goods from rooms he unlocked – no prints, no signs of forced entry, just cleaned-out rooms. The flaw was in the locks themselves, affecting 10 million hotel locks across the world – and couldn’t be patched. Time to start booby-trapping the minibar.