October 4, 2018

Beyond Personas: Creating Customer Doppelgangers

 

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Dear smart marketers: it’s time to start dabbling in doppelgängers.

 

What does this mean, exactly? It means the future of substantial and effective consumer understanding relies on the intersection of behavioral analysis and Consumer Identity Strategy (CIS).

 

Although consumer research has always been a crucial component of advertising, CIS is a new, more comprehensive level of consumer research. Through CIS, brands establish an authentic and evolving portrait of a consumer and their purchasing journey informed through persistent evaluation of online and offline behavior coupled with demographics and psychographics.

 

By developing an identity strategy that layers behavioral data onto more traditional methods of qualitative and quantitative analysis, brands are able to truly identify their consumer.

 

Discovering how, when and where a consumer shops, seeing what brands are stealing closet or cart space, and understanding how customers connect on social channels — brands can even see how their customers behave when they aren’t shopping.

 

In essence, brands don’t just build personas, but create doppelgängers of their customers through Big Data.

 

It’s the creation of these doppelgängers that enable brands to attain a comprehensive understanding of how their consumers act, live and behave. With this knowledge, brands can make viable predictions of how particular consumers will shop and act based on similar consumers. This doppelgänger approach can even be applied to the smallest business all the way up through the big leagues. Even in big league baseball.

 

At age 32, Boston Red Sox slugger David Ortiz hit a career-threatening slump. But Nate Silver of fivethirtyeight.com used doppelgängers to refute the conventional wisdom that Ortiz was washed up.

 

>> Interested in taking a swing at the details of Big Papi’s doppelgängers? Download our white paper now to learn more.

 

Ortiz ultimately shook his slump and improved his game, just as Silver’s doppelgänger data suggested. With the right amount of the right data, brands can build more effective and accurate personas. They can design strategies to reach and serve their customers not only with the right messaging, but also the right timing and cadence.

 

Using behavioral data to create a consumer identity strategy is no longer for the Amazons, Walmarts and Googles of the world. It’s for every brand that has a physical, digital and mobile presence in their industry. Brands that don’t focus their marketing dollars on consumer identity strategies immediately will find themselves playing catch-up in the years to come.

 

Now is your chance to step up to the plate and make bold business moves. Get a deeper look into the power of behavioral analysis and AMP Agency here by downloading the white paper, or visit AMP’s website: www.ampagency.com.

October 1, 2018

Big Data's Impact on Consumer Research and Strategy

Customer Identity Strategy Blog Post

When it comes to the dynamic nature of marketing and advertising climates, stagnancy is rarely recommended.

 

That’s why it may seem unfathomable that consumer research tactics have seldom adapted since the folks at Arm & Hammer discovered that their customers were putting baking soda in their refrigerators to keep them fresh.

 

But now, marketers are no longer confined to surveys, interviews, and focus groups. Consumer research is finally following the lead of Arm & Hammer’s customers and freshening things up big-time.

 

Data scientists and smart data-led marketers today are creating methods that improve and expand upon the insights coming from traditional qualitative and quantitative research. As a result, consumer research as a whole is embracing a new wave of audience understanding thanks to the help of Big Data.

 

That’s right — Big Data just so happens to be the next big thing for consumer research.

 

By layering in Big Data, brands can develop a comprehensive Consumer Identity Strategy (CIS): an authentic and evolving portrait of a consumer and their purchasing journey informed through persistent evaluation of online and offline behavior coupled with demographics and psychographics.

 

The idea of observing people’s actions, habits and behaviors may not seem all that groundbreaking. But being able to observe consumers at scale and use data models based on behavior is, in fact, disruptive for marketers and is rapidly becoming the core of every identity strategy.

 

By augmenting self-reported surveys, behavioral data analysis builds a picture of a consumer based on their actual behaviors. These behaviors can range from what they purchase online and offline to behaviors as specific as what time of day they like to shop or how often they actually go to the gym.

 

To see how Big Data and CIS play out in real-life scenarios, just look at Netflix — a company who learned early on in its life cycle that actions speak much louder than words.

 

 

>> Read more about how this streaming giant succeeded in using Big Data-driven consumer identity strategy by downloading our complete white paper here.

 

 

Netflix grew their business by using behavioral data that showed true consumer behavior. On top of that, this data helps reveal counterintuitive results that may go against what society or individuals believe to be true.

 

When this behavioral data is layered onto more traditional methods of qualitative and quantitative analysis, brands are then able to truly identify their consumer in ways traditional research methods had not made possible before Big Data came into play.

 

Now’s the time to be bold and lead with the best tools available.Get a deeper look into the power of behavioral analysis and AMP Agency here by downloading the white paper, or visit AMP’s website: www.ampagency.com.

January 19, 2017

Talking Is The New Interface To Everything

why-talking.jpegChatbots are nothing new, but there have been some significant changes to make chatbots the hot new marketing platform like mobile messaging apps, artificial intelligence, and voice tech. Bot-enabled conversation will quickly become the new digital interface. Not the browser. Not smartphone apps. Bots. And voice will become the dominant input method.

 

Welcome to the conversation frontier.

December 7, 2016

[Video] Here Are 5 Hot Cultural Trends That Marketers Need to Know for 2017

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Because cultural diversity was a big theme to the 2016 race for the White House, there are predictions that "inclusive economy" will be a buzz term to understand next year. Marketers are going to have to include cultural listening and predictive modeling to identify white space for brands to step in and fill the gaps that are being left by the political system.

Listen and learn.

December 1, 2016

Samsung Brand Autopsy: How Can the Company Earn Back Trust?

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Now that the figurative smoke has cleared from the dozens of literal fires caused by faulty Samsung smartphones, the Korean electronics giant has entered into that most craven of corporate actions: Brand-repair mode. Its advertising — which went completely dark for much of October — is back to pre-recall levels, a date has been set for the release of a full-scale autopsy on the problem and the company is even exploring splitting into two in response to investor backlash.

The damage was rough.

November 29, 2016

Mobile Shopping Hits Record Numbers Over Thanksgiving and Black Friday

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Black Friday had barely just begun, but already mobile traffic and sales were breaking records compared with years prior, according to third-party reports and those from major retailers. In addition to yesterday’s Thanksgiving sales report of a record $771 million in revenue from mobile devices, top retailers, including Amazon, Walmart and Target, have also released numbers pointing to mobile’s sizable impact on their online sales.

Mo money, mo mobile.

November 23, 2016

Tradition Trade-Outs - The New Holiday Normal

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Thanksgiving traditions are shifting, affecting everything from how people shop to what they cook to who they’re celebrating with. The ways in which we prepare and eat the big meal are changing as well, and as the U.S. becomes increasingly more diverse, Americans are adding new traditions to their holidays. They’re even trading out some of their customary plans with new ones as a way to modernize the holiday.

Out with the old, in with the new.

November 21, 2016

Men’s Grooming Brands Have a Man Problem

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I’m on a horse," Isaiah Mustafa says at the end of an Old Spice commercial that sees him embody every enviable masculine stereotype — rich, muscular, great with women — and add "great-smelling" to the mix. He’s the man your man could smell like. The commercial is playing with and making fun of the branding in this space, but also: Is it? Six years later, branding on men’s products remains extremely over the top.

It's okay to have products, men.

November 17, 2016

An Eye-Popping Visualization of How We Shop Online For Black Friday

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With $3.132 billion of online Black Friday purchases projected for next week, it's worth knowing exactly where all these orders are coming from, especially for internet advertisers. Taking that into consideration, a team at AppInstitute crunched the numbers and built a mesmerizing real-time visualization forecast to show how people will likely be spending their Black Friday dollars online in 2016. It's a simple, fun concept that makes a ton of information instantly accessible. 

The mad rush starts at 12am.

November 16, 2016

The Evolving Holiday Wish List: How High-End Brands Have Crept to the Top

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Studies have shown that, in the past, teenagers learned their purchasing skills when shopping with their parents. But this model has changed with the times. According to the Wall Street Journal, we have formally crossed the threshold — and consumers are shopping more online than at brick-and-mortar stores. So, as the retail space continues to fragment with the continued growth of online shopping, social commerce and in-app purchasing, how are millennials shaping their shopping behaviors?   

Luxury starts young.

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