AI Insights helps you get to the insights that matter, faster. This can help you with more efficient media planning, creative & messaging strategy, persona creation & discovery, activation, and more. Let’s walk through a few examples of how you can use AI Insights to uncover valuable insights.
1. Media Planning & Strategy: Where can I reach them?
In this example, we want to reach people who are in-market for a new car. We can use Resonate Elements to build an audience of consumers who are planning to purchase a vehicle in the next 6 months.
Now that my audience is defined, we can go to the AI Insights tab to select our insights. To understand where to reach consumers who are in-market for a new car, we will select insights from the media section of the taxonomy. You could also refine your analysis by selecting the specific media data you want to action.
AI Insights analyzes our selected insights and generates our report. We learn our audience is active on social media platforms and comfortable with digital technology, and they are heavily engaged with digital media such as mobile apps, online magazines and various streaming service such as FX+. Now we can use these insights to allocate our media spend appropriately for our campaign.
2. Creative & Messaging Strategy: What should I say to them?
Now that we’ve learned which channels to include in our media plan for our car shoppers, let’s learn more about what they’re looking for in their next car so we can personalize our messaging and creative.
We’ll select their auto purchase drivers, car owner psychographics, brand associations, and next auto preferences to learn more about why they buy.
Our AI Insights report now concisely summarizes the most important features and preferences for our audience’s next auto purchase.
We can quickly get an understanding of the categories that are a priority for our audience – such as dependability, safety, comfort, performance, and technology.
We can use these insights to further segment our audience and personalize our messaging and creative to speak to their preferences. For example, we can target in-market car shoppers that prioritize safety, and in our messaging highlight how our safety features help protect their passengers. By delivering the right message with right audience, we can effectively target our prospects and increase performance.
3. Persona Creation: Who are they?
We want to understand our in-market audience further to begin to build out a persona. In addition to their auto behaviors & preferences, we want to get an understanding of who this audience is leveraging general marketing insights. We’ll look at their demographics, values, and motivations to learn more about them.
We learn that our audience consists of successful business owners or managers that are family caretakers and have an interest in physical fitness. Now, we can use Resonate data to create and target a well-defined persona that represents successful & healthy professionals who are in-market for a new car.
4. Persona Discovery: Who am I missing?
We can leverage AI Insights to micro-segment our audiences by uncovering new, unknown audiences. For example, let’s say we have an Ignite 1st Party Insights account where we have loaded our site and CRM data. We can define an audience of people who are visited our website, that are NOT our customers.To get an overview of this audience, let’s take a look at their demographics, values and motivations. We learn that this audience represents positive thinkers that highly value trust and safety, they engage in home renovation and gardening, and have a strong connection to the military.
We can use these insights to define our micro-segments and learn more about their auto preferences. For example, let’s define an audience of consumers with military connections that value trustworthiness and safety, and then generate another AI Insights report to learn more about their automotive behaviors & preferences.We learn that they are SUV owners who are not likely to buy hybrid or electric vehicles, and reliability, cost, and functionality are their important auto features. Now, we can activate this persona with personalized messaging and creative based on their auto preferences to increase performance.
UNCOVER THE POSSIBILITIES TODAY
Now that you have an understanding of how to use AI Insights and how it can help support your goals and streamline your analyses, get started today to uncover all of the possibilities with your audiences!