Posted by Willy Franzen on September 4, 2012. Jobs updated daily.
Google really nailed it with search advertising. When you know what people are looking for, it’s really easy to show them advertising that they’re likely to respond well to. The promise of social media is that consumers will be targeted with even more relevant ads based on whom they know and what they like. In practice that doesn’t seem to be working out so well. There are similar approaches with far less hype and far more ROI. Just look at Resonate. They are a Reston, VA based company that “has pioneered a new model for using ‘Big Data’ to develop a sophisticated understanding of consumer values, attitudes and beliefs.” They came in at #235 on the Inc. 500 with 1,520% three-year growth to $9.8 million in revenue. They’ve done this by focusing on consumer’s values and belief systems–things like “patriotism, environmentalism, taste for luxury, or interest in innovation.”
Chances are that you have no idea how much companies know about you. Every piece of data that they gather helps them to create a profile of your beliefs and values. Resonate proclaims that they use 33 million “decision nodes to model all attributes for a single user.” I’m not exactly sure what that means, but it helps Resonate discover insights like “women are 52% more likely to buy a sustainable car” or “boomers are 17% more likely to be green consumers.” Having one of those data points may not be extremely valuable, but in the aggregate it can significantly increase the performance of marketing messages. That’s why Resonate is working with big name clients like Audi, Coca-Cola, McDonald’s, Toyota, and Walmart. If the idea of using big data to help brands like those doesn’t creep you out too much, then take a look at Resonate’s Careers page. They have some great opportunities including:
Resonate is doing some really interesting stuff, so check them out.
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