Making a genuine connection

Predictive analytics is pretty much what it appears to be; it addresses the question of what is someone likely to do, given previous behavior. Psychometric profiling, on the other hand, while addressing the same trajectory on a broad basis, is approaching the consumer from a motivation perspective; why are they doing what they do, as opposed to what have they done before and are therefore likely to do again? When both applications are combined in a consumer’s profile, what you end up with is a model that not only tells you what they’re likely to do, but why? This aspect is huge; knowing why lets you drill in far deeper than a traditional branding approach (Just do it? Why should I just do it?) and allows the advertiser to really connect with the consumer. This enables interaction on a much deeper level, and takes the concept of resonance out of the realm of recognition/familiarity into core motivations.