Last fall, I did this talk at FutureM, a conference on the future of marketing, on behalf of both Ranker and Zenzi. The talk was specifically on how online data can be used to understand the deeper values and motivations of customers. We are inundated with graphs of data (e.g. social graphs, interest graphs, opinion graphs). In this talk, I discussed how one can mine actionable insight from graphs of data, which when studied correctly, can allow you to go beyond the specific interests of your customers and begin to understand their deeper motivations. By understanding their lasting motivations, brands can begin to find customers who will resonate with their strengths and tell value-specific stories that will turn customers into advocates.
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