Big data provides digital marketers with the ability to target customers—at key moments during their personal-decision journey—with tailored experiences that have been proven, through innumerable transactions, to better engage and convert. But is that enough to be relevant?
A brand that understands the customer’s mindset as he bounces along his unique journey from awareness to advocacy has the power to be contextually relevant. But does that brand have what it takes to be meaningfully relevant—and drive real brand engagement?
To create truly meaningful relevance to a consumer and drive engagement in the current digital environment, your brand needs to connect with what a customer is doing and why that uniquely motivates him. Brands must develop the ability to link customer motivation with customer behavior, and use that link to create a clear and actionable personality profile. This is the secret to developing a customer experience that goes beyond context and creates a lasting engagement over an entire customer lifecycle.
Rosetta’s Personality®-based Segmentation tool was developed to uncover and capitalize on that combination of motivation and behavior. We have performed more than 500 segmentations and have served 1 out of every 5 companies ranked in the Fortune 500. Our consulting teams are expert in using deep customer insight and behavioral data to uncover the fact-based foundational consumer personalities that populate your market, and this knowledge will allow your brand to (A) execute measurably superior targeting of higher-priority consumers and (B) tailor messaging and experiences to more deeply engage them. As a result, we have seen repeated examples of double-digit lifts to engagement and conversion across industries. When these personality-based segment strategies are activated with the right creative and technology to support a customer’s engagement from awareness to advocacy, your brand is executing Personalized Lifecycle Management. This will lead to meaningful relevance, marketing efficiency, and increased sales.
Would you like to discuss more about our Personality®-based Segmentation tool? Contact Patrick McDaniel (email@example.com) with any questions or comments.