• Sarah Macpherson

Psychometrics Webinar with Pinpoint, AdRoll, and TeePublic

Updated: Nov 7, 2019

Did you catch us on the big screen last week?

The big webinar screen, that is. Pinpoint’s VP of Sales Courtney Griffin, along with our partners AdRoll & TeePublic, explored the future of Psychometric AI and the different ways it can be implemented into your marketing tactics. Breaking from the stereotype driven strategies powered by today’s demographic data, Psychometric AI enables a real understanding of customers’ personalities and supercharges customer-brand relationships. From capturing a customer’s attention instantly with a personalized website homepage, to psychologically driven product recommendations, to personalized email words and images; psychological insights can revolutionize the way brands talk to customers and transform one-time buyers into lifelong brand enthusiasts. The hour-long conversation was packed with insights, so let’s dive right in.

Insight 1: How to Use Psychometrics to Create More Efficient A/B Testing

A/B testing is a staple in the marketer’s arsenal, but is generally a brute force instrument. A/B testing messages to broad, heterogeneous groups dilutes results, finding the least bad option for all, while ignoring the best option for each. Psychological segmentation through psychometrics can radically improve the efficacy of A/B testing exercises by removing a layer of ambiguity. Rather than allowing dominant personality traits to confound results, use psychological differences to refine A/B test groups. For instance, a message appealing strongly to extroverts and repelling introverts may, in aggregate, generate seemingly neutral response and lose out to other messages for no other reason than that it polarized its audience leading to a wash. Psychometric AI can help prevent this unnecessary dilution of A/B testing results by delivering extroverts and introverts the creative variants that resonate with them respectively. Don’t settle for the least bad option for all, deliver excellent messaging to customer groups of all personality traits.

Insight 2: Take Acquisition Strategy Beyond Behavioral Similarities

Lookalike modeling remains an ever-popular user acquisition tool and remains so because of the effectiveness of its results. Similar behavioral histories can indicate similar future actions, but common thought processes and personality elements (which underlie behavior) can be far more indicative of future actions. In short, groups that think similarly are more likely to take a common action than those who have taken a small number of the same actions in the past. Here, we present Thinkalike® vs. lookalike modeling. Psychometric AI Thinkalike® modeling from Pinpoint can identify the way your current customers think and use psychological targeting methodologies to find new customers, pulling in new individuals who would have been missed by conventional lookalike targeting. Unlike the transactional nature of behavior-based targeting, psychologically driven acquisition strategies offer a more holistic view of the potential customer and their motivations, ultimately leading to deeper engagement.

Insight 3: Make Better Content/Product Recommendations

Recommendations are ubiquitous today, and an expected part of the shopping experience. Quality recommendations, however, are far from ubiquitous. Recommender systems need time to learn about each individual— Netflix is a case in point. Well recognized as one of the best consumer facing recommender systems available, Netflix begins all new accounts by asking users to identify films they’ve enjoyed in the past, or in the absence of volunteered information, Netflix patiently waits until a steady supply of viewing data is built up before offering a recommendation. But what if Netflix didn’t have to request this data or wait for it? What if they could start with great recommendations because they already know the psychological profile of the user? Psychology-based marketing has great potential to completely upend the current status quo of customer facing product recommendations.

Insight 4: Power Personalized Brand Experiences Outside of the Walled Gardens

Psychometric AI delivers on the promise of truly personalized customer experiences. From marketing copy optimized to the individual’s personality to individualizing the brand experience as a customer visits your home page, the potential for Psychometric AI is staggering. Currently, only the Big Three of Facebook, Google, and Amazon have the requisite data volume for this level of personalized experience, but Psychometric AI has the potential to power these services outside of the walled gardens. In time, customers will start to expect the same sort of serendipitous, personalized experiences across all of their digital experiences— not just when interfacing with the Big Three.

Insight 5: The Bottom Line: Nailing Customer Motivation

This is the golden goose of digital marketing—truly understanding the motivations of your customers, what makes them tick and what makes them click. Client needs remain fundamental to a compelling product, brand, or experience. Without this foundational understanding, performance marketing suffers unrealized potential, and Psychometric AI can be the bridge needed here to keep the customer central to all operations. In the current data milieu, brands that want to stand out to consumers will drill down deeper and connect with their customers on an emotional level. The evolution of customer interactions will give underlying purchase motivations a prominent place on the marketer’s workbench, and at the very core of this paradigm shift there will be an arms race to understand customer motivation.

Thanks everyone who tuned in for the webinar-- we had a lot of fun talking about the future of psychology-based marketing with Jimmy and Adam. If you missed the webinar and would like to view it, watch it here. Many thanks to AdRoll for hosting this engaging conversation and exploring the potential of Psychometric AI with us.