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Increasing Speed-to-Insight and Opening New Markets with AI-Powered Segmentation

Butler/Till partnered with Resonate to explore the economic force and influence of women making healthcare decisions for themselves and their families. Using Resonate’s AI-powered Ignite Platform and Custom Engaged Audiences, Butler/Till uncovered nuanced audience insights in a fraction of the typical timeline, increasing speed-to-insight by a minimum of 130%.

People in a board room looking over projections

Client Challenge

Understanding women's influence on healthcare decisions to open a new market.

Butler/Till, one of the largest independent results-driven marketing agencies in the US, is women-founded, owned, and led, and is proudly 100% employee-owned and a certified B Corporation. Their forward-thinking team wanted to explore how the many roles played by women affect their views and attitudes towards healthcare. The goal was threefold: deepen understanding of this audience, open a new market for other marketers, and start to pave the way for action that will reduce the gender health gap. Traditional segmentation studies typically take six months to a year, and the team needed a faster, more cost-effective approach.

Resonate Solution

Advanced Segmentation to Reveal Nuanced Audiences

Resonate delivered AI-powered segmentation through the Ignite Platform, powered by rAI, Resonate’s proprietary system of AI-based models. The platform gave Butler/Till the flexibility to build and segment audiences using 15,000+ Resonate attributes, their own first-party data, and custom data inputs.

How It Works

Powered by Resonate’s Ignite Platform and Custom Engaged Audiences, Butler/Till tapped into fresh, topic-based, in-market audiences built from over 30 billion daily online actions.

Custom Engaged Audience Development:

Butler/Till built segmentation using Custom Engaged Audiences, which are fresh, topic-based, in-market audiences derived from real-time online behavior at massive scale.

Hyper-Specific Audience Focus:

The team narrowed their focus to a hyper-specific audience quickly and cost-effectively, moving from ideation to first draft in just four months instead of the typical six to twelve.

Deep Consumer Understanding:

Using Resonate, Butler/Till learned what their target audience members care about, where to find them on social media, and why they make certain purchases.

Resonate Data Results

Resonate's platform delivered significant speed-to-insight and business impact

0 %
increase in speed-to-insight compared to traditional segmentation studies
New wins
driven by differentiated audience intelligence

Typical segmentation studies generally take six months to a year due to a variety of factors. From ideation to first draft of the report, Butler/Till and Resonate were operating in a four-month period, which is remarkable given the logistics of our endeavor. Part of the success of this was the methodologies used being able to sort and sift through enormous amounts of data in a timely manner and our close collaboration throughout the process, a key ingredient.

Lynn Duffy, Director of Research, Butler/Till

Faster Insights, Bigger Opportunities

By partnering with Resonate, Butler/Till compressed a complex segmentation study into four months and turned audience intelligence into a growth engine. The result: new clients, stronger existing relationships, and a groundbreaking look at the economic influence of women in healthcare decision-making.

See How Resonate Can Help

Get a personalized walkthrough of the latest Resonate  capabilities mapped to your specific goals.