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From Uniform & Impersonal to Personalized & Targeted
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At its heart, GrowthFinder is all about understanding and targeting a person, in a moment
Crucially, it brings understanding of who is buying and why – as well as what they’re
buying, where and when – so we can generate relevant activation.
It is a multi-dimensional approach that embraces multiple elements to help understand consumption: by knowing who the person is, our communication can be more inspiring
and effective; by knowing their needs and mindset on a given occasion, we can be more relevant; by understanding where they are we can target better.
And because our mobile data collection allows us to gather data in the moment, we have ongoing consumption information feeding into the framework of demand spaces – which means that you can modify marketing activities by time of day, week or year. And we can
link the data into shopper and media sets to help align activation.
BrandSum ensures your brand is
positioned to maximize relevance
A positioning framework that prizes deep consumer insight as one of the core elements shaping the heart of the brand, BrandSum also draws from culture to ensure this insight remains relevant over time. This helps anticipate how your category is evolving, and therefore allows us to anticipate what people will find most relevant to them in the near future.
This evolving insight forms the bedrock for creating brand engagement that is truly of enduring value and therefore personally meaningful to your audience. It provides the ideal launch pad from which to tailor meaningful, targeted brand engagement.
Data is everywhere.
Yet more data isn’t the answer
Recognizing relevant data and understanding its impact on brands is the answer – and that is
exactly where we specialize.
The burning question from many marketers is “how can we effectively and efficiently utilize the wealth of information available to us?” The art is not in data aggregation but in recognizing which streams of data to pay attention to, which ‘broadcasters’ to listen to, which sources to integrate,
and what metrics to monitor or control depending on the unique business objective.
In our tracking program we incorporate data from talking and listening to the right people in the
right way and at the right time; integrate and analyze the data in context (using independent and relevant data streams such as spend, sales, POS, news, etc.) and uncover the relationships between metrics using advanced analytical tools and predictive models. The insight from our
tracking empowers our clients to anticipate where their market is going and be proactive in their engagement and communication plans.
In recent times many businesses have been forced
to prioritize their commercial agenda above all else
A focus on efficiency means consolidation of efforts and streamlining
of consumer experiences and communications.
The danger with this is that brand and marketing initiatives become
less specific and therefore less relevant to the consumers they
are aimed at.
Yet conversely...
In a world where consumers are being bombarded with a proliferation of messages
via an ever growing number of devices, personalization is key.
The ‘T-shaped attention span’ is effectively a coping mechanism – a method to filter and personalize what people consume.
But the truth is that personalization is something brands can and should be helping their audiences with. With the explosion of Big Data we now have the information that enables us to do this – but what is key is getting to the right bits of this information.
The real opportunity is to focus on the value that Big Data can bring your consumers, rather than the value it will bring your business.
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