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Practice paper

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

Pascal Lauscher
Applied Marketing Analytics: The Peer-Reviewed Journal, 4 (2), 117-125 (2018)
https://doi.org/10.69554/PCEN4327

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.

Keywords: creativity; digital marketing; marketing strategy; data driven marketing; full resonance framework; advertising

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Author's Biography

Pascal Lauscher is founder and CEO of Lauscher Consulting, a strategy consultancy. He has also worked for WPP’s Wunderman and Kochan & Partner, among other agencies. He is a regular public speaker and provides consultancy services for brands across Europe and the USA.

Citation

Lauscher, Pascal (2018, September 1). From knowing to doing: A framework to discover, engage with and motivate the person behind the data. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 4, Issue 2. https://doi.org/10.69554/PCEN4327.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 4 / Issue 2
© Henry Stewart
Publications LLP

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