The current state of AI in data-driven marketing — Bryan Gernert // Resonate

Show Notes

• 01:45
  What Resonate does and how it uses AI to deliver data driven insights

  Resonate uses AI to understand the US consumer's values, beliefs, and motivations across 14,000 attributes, going beyond demographics. This approach helps connect with consumers on a human level for more effective interactions.
• 02:36
  Human values as motivational drivers in decision making

  Personal values influence not just purchases but life choices. Factors like the importance of influence shape behaviors, going beyond basic demographics to reveal deep motivations that individuals might not even realize drive their actions.
• 03:38
  Consumer recognition of motivations behind their decisions

  Customers grasp their motivations, but not all decisions are consciously assessed. Larger purchases connect to values like quality and safety, whereas everyday choices, like picking a phone, may not immediately unveil underlying values and motivations.
• 05:33
  The science behind values based marketing

  Approximately 30 universal human values exist, challenging the notion of highly unique individual values. Marketing thrives on the similarity among groups shaped by these shared values.
• 07:05
  Values marketers neglect when approaching marketing messages and positioning

  Values like tolerance, connecting with nature, equality, pleasure, and independence may not immediately come to mind when considering marketing messages or positioning. However, they're integral to our core human values.
• 08:55
  Modern marketings shift to deeper connections and the limitations of demographics

  Demographics alone don't effectively define an audience for meaningful marketing connections. While it's a useful filter, understanding the "why" behind buying decisions is crucial, going beyond just the ability to purchase, especially when considering big-ticket items.
• 10:13
  Marketings heavy reliance on demographics for segmentation

  Marketing still relies heavily on demographics for marketing segmentation, viewing them as core characteristics rather than filters. However, there's now a better way to define audiences based on what's most relevant to what you're selling, communicating, or how you want to connect with people.
• 13:02
  The issue with simple demographics and psychographics

  Demographics are limited in terms of informing targeting efforts. In the case of Ferrari, relying solely on demographics would suggest anyone with a certain income and net worth is a potential buyer, but this overlooks the fact that not everyone with the means desires a Ferrari.
• 14:57
  Basing audience segmentation on motivations

  Begin with the desired outcome, like connecting with consumers who prioritize a specific value, Define the audience based on this value and their willingness to act on it, which reveals diverse segments with varying levels of engagement around the value.
• 15:58
  How Resonate leverages AI to assist companies with customer segmentation

  Resonate combines the companys first-party data with its own extensive dataset, and leverages AI to create distinct audiences based on specific characteristics, values, and buying preferences. Resonate identifies prospects most likely to become their next best customers.
• 17:52
  Lookalike modeling vs. Resonates approach to segmentation

  When Resonate defines an audience, theyre pinpointing specific individuals with those exact characteristics, not just applying a blanket lookalike model. This precision at the attribute level sets them apart from the typical approach of doing a single lookalike based on the entire customer base.
• 20:06
  Resonate's approach vs. lookalike audiences on Meta or Google Ads

  Resonate doesn't create "proxy" audiences that are based mainly on demographic similarities to an existing audience. Instead, they identify individuals who share specific attributes, values, and motivations, allowing businesses to target their advertising and messaging more precisely.
• 22:07
  The value of authentic marketing

  Inauthentic marketing, where you claim certain values but don't truly embody them, is not sustainable. When you understand your audience's core values and motivations, you can tailor your messaging, products, and services to resonate with them on a meaningful level.