How big data and psychographics are changing B2B marketing - Richard Robinson

an initiative of:
How Big Data and Psychographics are
Changing B2B Marketing
CA Commercial is part of Cambridge Analytica, the global leader in data-driven
products and services across the commercial, political and not for profit sectors.

“Reach customers at the moments
that most influence their decisions”
If you had one marketing goal, what would
it be?
(Source: McKinsey)
CA Commercial | Data-driven behaviour change Confidential

Customer expectations are evolving
Personalisation
Social Connectivity
Privacy
Brand Participation
Seamless experiences
Today, “80% of consumers feel that companies do
not recognize them as individuals.”*
With the dramatic change in consumer behaviour
driven by the ubiquity of information accessible
anytime and any place, engaging with consumers in
this increasingly fragmented market is challenging.
Innovating in the way to engage with consumers is
critical for success.

Let’s start with an underestimated truth
People often act irrationally
- We are always lacking consideration time
- We are inherently lazy thinkers
- We are hugely subject to biases

Decision making is not always what you
think it is

Why?
Because
without it,
things like this
will kill us

Our starting assumption is that B2B buyers decisions are purely rational
But B2B is different, right?
BUT:
- 50% of B2B buyers claim to have an emotional connection with B2B brands
they are buying from
- B2B buyers are almost 50% more likely to buy a product or service when they
see personal value, such as career advancement or confidence and pride in
choice in the business decision
- B2B buyers are 8x more likely to pay a premium for comparable products and
services when personal value is present
Source: CEB

Evolution of data-driven marketing
Where we have beenWhere we are What we are Who we are

New opportunity to connect the dots
Data Science
Targeted
Engagement
Behavioural
Science

A Window on Human Behaviour

Behavioural Communications
Which one works?

Evolution of understanding
Self-Congruity
Values
Decision
Paths
Motivation
Involvement Approach /
Avoidance
(Bis-Bas)Persuasion
Levers
Locus
of
Control
Implicit
Cognition
Attachment
Personality
Normative
Affiliation
Sociability
Ethnocultural
Frames
Priming
Geographics
Demographics
Media
consumption
Consumer insights

Conventional audience targeting campaigns segment people by geography and
basic demographics, and use blanket engagement strategies that show the same
message to every recipient.
Demographically similar
BASIC DEMOGRAPHICS
● Male
● 45 - 50 years old
● High income
● Married
● University educated
● Lives in Surrey
● Works in marketing
BASIC DEMOGRAPHICS
● Male
● High income
● Married
● University educated
● Lives in Surrey
● Works in marketing

Behaviourally different

Messaging tactics based on behavioural
insight
MESSAGING TACTIC
● Appeal to impulsive, thrill-seeking personality
● Use limited edition items / offers / last minute deals
● Show an action-packed or social setting suited to
extroverts
BEHAVIOURAL INSIGHTS
● High score on adventure seeking model
● High interest in thought leadership activities
● Makes aggressive financial investments
● Scores high on our impulse-buying models
● Makes aggressive financial investments
MESSAGING TACTIC
● Appeal to conscientious, details-oriented personality
● Use product specs, stats, reviews, endorsements
● Show product in diagrammatic, technical style
BEHAVIOURAL INSIGHTS
● Scores low on impulse-buying model
● Scores high on the Consumer Stability Index
● Long length of residence in current home
● Heavy book buyer
● High safety and security consciousness
BASIC
DEMOGRAPHICS
● Male
● High income
● Married
● University
educated
● Lives in Surrey
BASIC
DEMOGRAPHICS
● Male
● High income
● Married
● University
educated
● Lives in Surrey

Targeted messaging
● Appeals to impulsive,
thrill-seeking personality
● Shows an action-packed
setting suited to extroverts
Tone, language and imagery
To appeal to individuals who are highly extroverted, the
language encourages the experience of performance and
cutting edge style with a strong call to action. The image
brings performance to life with the car and therefore the
driver as the centre of attention.

Targeted messaging
● Appeals to conscientious, details-
oriented personality
● Uses product specs and stats
● Shows technical features
Tone, language and imagery
To appeal to individuals who are highly conscientious the
language is fact based and focuses on the detail. Product
benefits are highlighted and the imagery demonstrates the
product in action.

Data-driven insights

This can only be empowered by data
“In God we trust.
All others bring data”
Eric Schmidt, 2012

Data, data everywhere, but no insight to
be seen
“On average a marketing
department deals with 19
vendors”
Image credit https://chiefmartec.com/2017/05/marketing-techniology-landscape-supergraphic-2017/

First party data
1. CRM Data
Purchases, content consumed, loyalty card
data, etc.
2. Marketing Data
Email opens, campaign performance data,
etc.
Platform Data
Behavioural data, comments, shares, etc.
Data

Customer research
Attitudinal
Behavioural
Psychologica
l
Data
Quantitative
Research Data

3rd party data
Data
Quantitative
Research Data
Open data
Census data, voter registry, etc.1
2
3
Commercial data
Consumer and lifestyle data from
big data aggregators
Social media data
Tweets, comments, shares, etc.
Cambridge Analytica
& 3rd party data sets

Analysis and modelling
CA Commercial | Data-driven behaviour change
Data
Quantitative
Research Data
Cambridge Analytica
& 3rd party data sets
Behavioural
Demographic
Psychographic
Psychological

Data driven behavioural segmentation
Data Point #12 Attitude B Data Point #14 Behaviour Segment A
Data Point #67 Attitude A Data Point #14 Behaviour Segment B
Data Point #15 Attitude C Data Point #14
Behaviour Segment
C

Data driven targeting
Digital
CRM & ABM
Addressable & Optimised TV

Behavioural insight, data science and
micro-targeting enables your to reach
...right customer with
the
right message on the
right device at the
right moment in real
time.

A new opportunity to better understand your customers
Increasing engagement through personalisation and on an
emotional level
All empowered by data, which is the lifeblood of your company
In summary

Thank You
richard.robinson@cambridgeanalytica.org
@RobinsonRG

How big data and psychographics are changing B2B marketing - Richard Robinson

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How big data and psychographics are changing B2B marketing - Richard Robinson