The impact of data-driven marketing has never been in sharper focus. But what does this really mean for B2B marketers? Richard will share how the combination of data analytics, behavioural science and micro-targeting is transforming the way that organisations are engaging with customers and prospects. Enabling businesses to be more customer-centric and bringing the panacea of the ‘right message to the right person at the right time’ within reach.

1. 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.

2. “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

3. 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.
CA Commercial | Data-driven behaviour change Confidential

4. 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
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5. Decision making is not always what you
think it is
CA Commercial | Data-driven behaviour change Confidential

6. Why?
Because
without it,
things like this
will kill us
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7. 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
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8. CA Commercial | Data-driven behaviour change Confidential

9. Evolution of data-driven marketing
Where we have beenWhere we are What we are Who we are
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10. New opportunity to connect the dots
Data Science
Targeted
Engagement
Behavioural
Science
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11. A Window on Human Behaviour
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12. Behavioural Communications
Which one works?
CA Commercial | Data-driven behaviour change Confidential

13. 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
CA Commercial | Data-driven behaviour change Confidential

14. 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
● 45 - 50 years old
● High income
● Married
● University educated
● Lives in Surrey
● Works in marketing
CA Commercial | Data-driven behaviour change Confidential

15. Behaviourally different
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16. 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
● 45 - 50 years old
● High income
● Married
● University
educated
● Lives in Surrey
BASIC
DEMOGRAPHICS
● Male
● 45 - 50 years old
● High income
● Married
● University
educated
● Lives in Surrey
CA Commercial | Data-driven behaviour change Confidential

17. 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.
CA Commercial | Data-driven behaviour change Confidential

18. 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.
CA Commercial | Data-driven behaviour change Confidential

19. Data-driven insights
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20. This can only be empowered by data
“In God we trust.
All others bring data”
Eric Schmidt, 2012
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21. 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/
CA Commercial | Data-driven behaviour change Confidential

22. 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.
CA Commercial | Data-driven behaviour change Confidential
Data

23. Customer research
Attitudinal
Behavioural
Psychologica
l
Data
Quantitative
Research Data
CA Commercial | Data-driven behaviour change Confidential

24. 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
CA Commercial | Data-driven behaviour change Confidential

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

26. 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
CA Commercial | Data-driven behaviour change Confidential

27. Targeted engagement

28. Data driven targeting
Digital
CRM & ABM
Addressable & Optimised TV
CA Commercial | Data-driven behaviour change Confidential

29. 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.
CA Commercial | Data-driven behaviour change Confidential

30. 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
CA Commercial | Data-driven behaviour change Confidential

31. Thank You
richard.robinson@cambridgeanalytica.org
@RobinsonRG

32. an initiative of: