Over half of all marketing programs fail. Often, we don’t know why, and when we do it’s only after the fact. This reality is maddening to clients, creators, and the very consumers we’re all here to help.
Data was hyped as the answer, so why are only 2% of “data-driven” marketing investments paying out? Cognitive bias. The enemy of good decisions takes many forms: brainstorms, hunches, buzzwords, copycats, chasing awards, and the dreaded “best practices.” There is absolutely a better way.
The move to customer centricity gave brands access to vast terabytes of data to help with targeting, offers and messaging. The problem is, as we all know, this is not how people make decisions. And when marketers use all this “big data” in ways that don’t line up with how humans think – well, no wonder we’re in this situation.
Demographics and transactional behavior can only take one so far, since 70% of all consumer decisions are emotional. By applying artificial intelligence and a healthy dose of alchemy, we can supercharge your marketing strategy by unlocking the emotional decision-making code for any consumer population.
This is why we sooth.