Say this, not that

By Danette KnickmeierPublished On: December 8, 2022

9 examples of using data insights to connect with customers

In our recent research paper we used data from the Resonate Ignite Platform to pull a Personal Values Report on people who do their banking in different places.

The goal of that paper was to help bank marketers learn more about the people they currently serve, as well as prospective customers, so they can speak to them in a more meaningful way.

The goal for this article is to show marketers in any industry how to adjust their one-size-fits-all marketing messages to be more effective. We’ve included 9 before-and-after examples to illustrate our point. We kept them specific to banking to keep things simple, but the technique can be applied anywhere.

First, some quick background details on our method.

What is the Personal Values Report?

It explains the why behind our everyday decisions. It shows the human element, which is a holistic understanding of a person and what makes them human—their values. It identifies and explains 19 personal values in four quadrants in a circular structure of human values that has been validated cross-culturally and proven to be consistent with purchase outcomes.

How is the Personal Values Report used?

It’s used to inform everything—a go-to-market strategy, a customer segmentation or persona strategy, and creative and messaging strategy. It dives deeper into the personal values that an audience over-indexes on, which can be considered as themes for outreach.

The examples below show how real data can be used to adjust messaging that resonates with people in three different categories:

Customers of online-only banks
Customers of traditional brick and mortar banks
Credit union members

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These are just a few examples of how adjusting your words can completely change the tone of your message. Imagine what you can learn about your audience through today’s AI platforms and how you can use automation to segment and engage with them on a much deeper level. If you want to keep pace with your evolving customers, this approach is your best bet.

About the Author: Danette Knickmeier

The number of hats Danette wears at the agency rivals the number of toppings you can put on a pizza. Now seven years into her second residency at cat&tonic, she enjoys putting her many talents to use, including (but not limited to) account services, project management, strategic planning, copy and content writing, general operations, and snack ordering. Her wicked planning skills and natural ability to keep projects on task—without annoying all parties involved—make her our go-to, get-it-done person. Danette’s first stint at [c&t] lasted six years before she got the itch to try on a few larger agencies for size. She grew professionally and made several life-long friends in those days, but she missed the small agency vibe and was eagerly welcomed back by her life-long [c&t] friends.