Marketing That Predicts What People Feel

In an episode of The Digital Executive, Sooth Founder and CEO Ian Baer breaks down what’s broken in modern marketing—and how to fix it.

Traditional approaches rely too heavily on demographics and historical data, missing the real drivers of decision-making. At Sooth, we’ve built a different model. Our Emotional Logic Interface (ELI) decodes the emotional, practical, and situational signals that shape behavior in real time—predicting what people will do before they act, with up to 91% accuracy.

The takeaway is simple: more data doesn’t create better outcomes—better understanding does. Emotional connection is the strongest driver of customer value, often increasing it up to fivefold.

As marketing becomes increasingly commoditized, AI will either amplify inefficiencies or unlock meaningful insight. The difference comes down to how it’s used. Winning brands won’t just target audiences—they’ll understand people in motion, adapting to the signals that actually drive decisions.

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