Efficiency and return on investment are at the forefront of decision making in today’s global economy. Businesses everywhere – large and small – must strive for optimal performance and be accountable for their actions and outcomes. Against this commercial necessity, sales and marketing budgets have changed dramatically, as evidenced by the rise in ‘zero-budget’ marketing and switch to online advertising channels. The latter now representing the largest share of budgets globally, due in no small part to the ease of measurement of digital channels.

The Science of Memories framework addresses the fact that:

  • Only a fraction of information is retained through the formation of memories
  • The human mind has finite capacity
  • People in western society are exposed to significant volumes of information
  • Retained memories can be triggered by different stimulus

Given the above, people in western society are more likely to form memories if certain factors are present and more likely to recall memories if triggered by certain stimulus.  Importantly, these influencing factors are changing because of the widescale adoption of technology in society.  The table below, summarises some of the main elements of the Inconnection Science of Memories framework:


Factors contributing to memory formation

Factors stimulating recall

Factors being influenced by technology adoption







Surprise Senses  
Care Association

Influence of personal contact



Relative influence of contributing factors



Influence of others