MarTech Series Q&A with Andy Hunn: How Resonate Became the “Go-To Platform for Martech and Analytics”

TRUSTED DATA HAS NEVER BEEN MORE IMPORTANT

“Much of the data that traverses the digital world was expressly created to drive ad targeting online, where scale matters much more than accuracy,” Resonate COO Andy Hunn told MarTech Series in a recent Q&A. “But when you’re driving eight to nine-figure marketing strategy decisions, data quality becomes the primary driver. In today’s era of transparency and privacy concerns, having trusted data from reliable sources has never been more important.”

RESONATE TRANSFORMS QUALITY DATA INTO THREE-DIMENSIONAL PERSONAS

And that is where Resonate comes in, Hunn told MarTech Series. Resonate’s data was designed expressly for this purpose: quality data that can help marketers gain the deepest possible understanding of their customers, and the ability to transform those insights into action.

The Resonate platform, powered by this “Human Element” data, can transform traditional flat personas created over the years into a three-dimensional view of customers that understands the values, motivations, and the true “why” associated with customer buying decisions.

MARTECH FOCUSED ON MAKING MARKETERS SMARTER, MORE STRATEGIC

“Nearly all Marketing Technology innovation has been focused on making marketing execution faster ––automating email campaign delivery and management so we didn’t need to manage with spreadsheets anymore, delivering and turning around online ad campaigns that are optimized automatically,” Hunn said. “But almost no innovation has been focused on making marketers smarter. Leveraging all the measurability and big data available in today’s digital economy to help marketers fundamentally improve their strategy, and in turn their engagement activities.

“Our research has shown that every consumer has a core set of values, beliefs, and motivations that shape their decision to choose one brand over another,” Hunn added. “It is the understanding of this personal ecosystem that today’s marketers crave and that Resonate delivers.”

Read Andy Hunn’s full interview on MarTech Series here.