From knowing to doing: A framework to discover, engage with and motivate the person behind the data

Abstract

This is the age of data-driven marketing. Marketers utilise data to target better, to improve communication and to learn more about their customers. And yet, marketers seldom utilise data to be more creative and engage better with the person behind the data. As this has been the cornerstone of advertising for decades, it is time to start looking at data in a different way. The full resonance framework outlined in this paper helps analytics professionals to identify the actionable insights that resonate with the target audience on an emotional and motivational level and which form the foundation of outstanding creative advertising.