Ericka Podesta McCoy, CMO, Resonate
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How to grow your audience using the human side of data
Resonate and Dieste took the stage at Ad Age’s Small Agency Conference to demonstrate how the agency created big wins for its clients using the tech firm’s consumer-insights platform

By Ad Age Studio 30.   Published on August 14, 2019.
Ninety percent of the data in the world today has been created in just the past two years. By 2020, it's estimated that for every person on earth, 1.7 MB of data will be created every second.

With more data available than ever before, "it's never been a better time to be a marketer," Ericka Podesta McCoy, chief marketing officer of Resonate, told a packed hall of attendees at Ad Age's tenth annual Small Agency Conference in New Orleans on July 31. "But it's also never been a more challenging time."

Looking at it from another perspective, the digital revolution means that people have never been more connected, but, in a sense, they have never been more disconnected: According to IDC, the number of interactions per person per day is on track to increase from 600 in 2020 to almost 4,800 by 2025. For marketers, that's a lot of noise to compete with when trying to engage consumers and gain new customers.

To help interpret this deluge of data, the number of companies marketers could add to their technology stack has increased exponentially as well: In 2011, there were 150 martech firms. Now, there are over 7,000.

Sometimes it seems as if there are thousands of ways to interpret the same data. The key to understanding your consumers, McCoy told the audience, was to look beyond the who, the what, the when and the where of your customers' data and consider the why—specifically, why do they choose to buy your brand and, just as important, why do they choose to switch brands? These are the kinds of insights marketers can use to create winning pitches, whether it's for a bank, a CPG—or a media and entertainment outlet.

Scott Gassert, GM, media interception, Dieste
Scott Gassert, the general manager of media interception at Dieste, joined McCoy onstage to demonstrate Resonate's theory in action. Dieste's audience insights are built on a foundation of dividing consumers into "social tribes": "individual groups of people that have shared mindsets, values and beliefs," Gassert explained. Using Resonate's consumer-insights platform, Dieste applied its social-tribes theory to help a media and entertainment company gain insights into its Latino audience.

Not only did Dieste gain valuable demographic and psychographic information about the client's viewers and the specific kinds of programs each social tribe was most interested in, but the agency was able to uncover individual values and motivations, and compile the data practically in real time, while also drilling down into specific ages and ethnicities of the members of the tribes—which allowed the client to determine where to focus their media spend.

Similarly, for TX Whiskey, Resonate's consumer-insights platform led Dieste to discover that the brand's female customers were most likely to be interested in booking tours of the whiskey maker, opening up a new source of revenue. The ability and agility of the platform to gain detailed insights into the people behind the data—and turn those insights into business decisions—had particular resonance for the small agency crowd.

Resonate is a pioneer in Consumer Intelligence, delivering dynamic consumer insights, cross-channel engagement and analysis in a single, simple-to-use SaaS platform. Resonate has more than 12,000 contextually relevant attributes, including values, motivations and other psychographics, describing more than 200 million U.S. consumers across multiple industries. Hundreds of companies have used Resonate to reveal and engage audiences using the “Human Element,” a deeper understanding of people that uncovers why they choose, buy or support certain brands, products or causes. Empowered by this unparalleled understanding, leading brands, agencies and organizations effectively analyze, engage and convert these audiences, driving growth and increasing customer lifetime value..
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