31st March 2017
There are plans afoot to improve the reach and impact of the avalanche reports you see on the SAIS website.
Earlier this year sportscotland engaged the services of C.O. Jones & Associates, a leading media and advertising agency who have produced notable advertising and media campaigns for Coca Cola, Volkswagen Audi Group and notably Gillette. Their task was to develop a way of strengthening the avalanche message you see every day on the SAIS website.
C.O. Jones identified that the existing method of portraying avalanche hazard lacked ‘emotional engagement’. They felt this could be improved by employing graphical themes which had real and deeper meaning for our target audience. To this end, C.O. Jones contracted the services of Cambridge Analytics, a data-mining tech company who specialise in psychometric and psychographical data gathering.
Cambridge Analytics started by capturing a lot of critical data from Facebook. Those of you who requested to become SAIS Facebook ‘friends’ have had all the ‘likes’ on your accounts analysed, plus those of all your Facebook ‘friends’ since they were almost certain to have a similar outlook. 5000 pyschometric datapoints were examined for each of the cascade of 750,000 people in the dataset.
Cambridge Analytics estimate that from just 150 Facebook ‘likes’ they know you better than your spouse or partner. 300 likes and they know you better than you do. The algorithm used is similar but more sophisticated than the one YouTube uses to determine the uncannily accurate ‘Recommended for you’ videos you see listed in the sidebar of their web pages.
C.O. Jones’ task was to analyse these data outcomes and develop some accurately tailored graphical ‘messages’ garnered from social media and popular culture. Once achieved, the design of the SAIS report page could be adjusted so that the more engaging message would be displayed prominently. After 2 weeks of meetings and many, many cups of espresso, the C.O. Jones ‘creative team’ finally gave us something to look at.
The new designs will be rolled out on the SAIS website before the end of the season but a pilot version will appear on the Creag Meagaidh webpage on Monday. We’re hoping for some immediate feedback from you so it can be tweaked if necessary.
So what’s your opinion? (Please click on the images for better resolution.)
Frankly, we’re not convinced.
(All non-defamatory, expletive-free responses will be published in the ‘Comments’ section below.)
Comments on this post
Got something to say? Leave a comment