There’s a new buzzword in the tech town. Not many are using it but those at the top are swearing by it. With the rise in digital marketing, marketers are constantly trying to make sense of data collected in order to derive innovative and creative strategies to grow. Data analytics has evolved leaps and bounds in the past two decades. If there is one thing that we have learnt from it, it is that digital marketers will constantly come up with newer ways to analyse consumer behaviour, patterns and growth.
The latest that hit our ears is ‘Dopamine-Per-Square-Pixel’. On the offset, it can completely blow your mind. So, let’s break it down.
First off, what is Dopamine?
Dopamine is a type of neurotransmitter, also called a chemical messenger, that is used by the nervous system to send messages between nerve cells. Dopamine plays a role in how we feel pleasure, enhances the human ability to think and plan, helps us focus and find things interesting.
So, what is Dopamine-Per-Square-Pixel?
DpSP measures the amount of Dopamine that is released in your body when you view per square pixel of a particular content online. In simpler terms, it measures the reaction of your brain to what you have just viewed. DpSP aims to decipher how hooked on you are to a particular content, how interesting you find it and what exactly did it make you feel.
Now as eerie as this may sound, don’t worry. There is no device installed or no surveillance used to measure this. It is simple data analytics. Data analytics has already advanced to a stage where experts are able to identify patterns and behaviours that were initially thought impossible. This is just another step ahead in that direction.
Data Analysts use available data of users collected over a period to derive at conclusions. A thorough understanding of metrics like behaviour flow, content drill-downs, session time per page, landing page analysis etc. is coupled with other scientifically developed algorithms to measure DpSP.
This measure is helpful in analysing the effectiveness of the content and how it is received by users. It can be either a picture, video or a website. The Per Square Pixel of Dopamine released is an indicator of how much the user viewed the content and if s/he is going to return. It is an interesting way to analyse data in order to further develop and improve the visual appeal of what is being displayed online.
However, it is not just limited to viewing. In the modern world, there are many other things that trigger Dopamine release in the body like receiving an email, a message on the phone, increasing likes and followers on social media. And here’s where it gets sneakier: we don’t know when we will get that email or text or a new like. So, the anticipation and anxiety only adds to triggering an extra boost of Dopamine hit.
With the rise in digital usage, the naturally released Dopamine levels are lowering (yes, it’s a real thing). Hence, digital marketers need to continually produce extraordinary content and develop innovative ways to keep the audience hooked. Ecommerce retailers came up with the strategy of cashback for this purpose – get repeat customers who feel instantly rewarded. Paid ads on social media work on this principle too – getting users hooked on to high numbers in order to generate continued spends.
Dopamine-per-Square Pixel is measured in many ways by means of collating and analysing data. But the scientific value of the term is still relatively new with only a few experts aware of and using it. Hence, no standard formula or a widely known definition of the same is available. It is currently only open to interpretation – about what it is, how it is measured and what’s it used for.
However, it sure catches one’s attention and is an intriguing space to watch out for.