Using Emotional Intelligence to Humanize Your Marketing

Emotional intelligence (EI) in marketing goes beyond predicting purchases—it focuses on understanding the emotional motivations that drive them. Ian Baer, founder of Sooth, explains that while traditional marketing data reveals what customers want, EI helps brands uncover why they want it. By applying emotional intelligence to data analysis, marketers can develop a deeper sense of empathy and create more meaningful connections. It’s not just about targeting—it’s about truly seeing the person behind the purchase and responding in ways that feel relevant, human, and impactful.

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