Recognized for being innovative, intriguing and impactful
Reston, VA, May 22, 2014 – Resonate, the only company that empowers marketers to act on why people make decisions, has been named a “Cool Vendor” in the April, 22, 2014 Cool Vendors in Data-Driven Marketing report by Gartner, Inc. The report, written by Gartner VP & Distinguished Analyst Andrew Frank, highlights “a few of the innovators that are changing the way data is collected and analyzed and put to work for the digital marketer.” Resonate is 1 of only 4 companies recognized in the report.
“The market is awash in black box techniques that focus on bottom of the funnel tactics in order to get credit for a consumer transaction by any means,” said Bryan Gernert, Resonate CEO. “Conversely, our platform was built from the beginning to provide direct access to an understanding of people – so that brand advertisers, candidates and causes can identify and act on why specific audiences are most likely to engage emotionally based on shared values.”
There is growing demand among marketers to go beyond simple demographics and to add the motivations of individual consumers into the marketing mix. Direct targeting of consumers based on their motivations increases message relevance and likelihood of purchase, resulting in a:
- 23% lift in purchase prediction for apparel
- 90% completion rate for pre-roll video advertising
- 20% lift in brand persuasion campaigns
“Resonate Analytics generated great data,” said Lisa Bilow, Senior Planner/Buyer at Ogilvy Washington. “It helped both our client and Ogilvy Washington better understand how to target a very hard to reach audience. The analytics also uncovered stark differences of those who responded in various stages of the campaign. The team at Resonate took the time to put those differences into context – allowing us to optimize our placements and ad delivery tactics in real time. It is these very learnings which will be used to inform future campaign strategy.”
Resonate conducts the largest primary research studies in the United States, capturing thousands of unique consumer attributes. Mapping terabytes of daily behavioral data to 20,000 monthly in-depth surveys creates the company’s extensive database of human motivations. Tapping into this database allows CMOs, brand managers, advertising executives and agencies to understand opportunities in the market, develop unique consumer segments, and develop and optimize more personal messaging, creative and delivery for those segments.
Research findings are available in the white paper “Motivations in the Marketing Mix” available below. This research was not conducted by Gartner.
Resonate is the only company to empower brand, political and cause marketers to identify and engage with audiences based on the reasons behind people’s actions. Combining the latest big data technologies with proven research and analytic techniques, Resonate powers motivation-based analytics and targeting across all digital media channels. The ability to deliver advertising based on an individual’s social and personal values and product purchase preferences, goes beyond simple demographics to achieve greater engagement, campaign results and customer insight. For more information visit http://www.resonateinsights.com.
Brett Spiegel, Resonate
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