4. Can we target creative based on our audience’s “persuasion profile”? In other words, can we target people with creative that we know works on people like them? Then, can we carry over that data to target future campaigns, and tell clients that we’re the only publisher in our space that knows how to “speak” uniquely to each person in our audience?
This is called “dynamic creative optimization.”
From The Filter Bubble by Eli Pariser, chief executive of Upworthy
…for Dean Eckles, a doctoral student at Stanford and an advisor for Facebook, these simple recommendations are just the beginning. … Eckles noticed that when you buy products — say, a digital camera — different people respond to different pitches. Some people feel comforted by the fact that an expert or product review site will vouch for the camera. Others prefer to go with the product that’s most popular, or a money-saving deal, or a brand that they know and trust. Some people prefer what Eckles calls “high cognition” arguments — smart, subtle points that require some thinking to get. Others respond better to being hit over the head with a simple message.
Just by eliminating the persuasion styles that rub people the wrong way, Eckles found he could increase the effectiveness of marketing materials by 30 to 40 percent.
While it’s hard to “jump categories” in products — what clothing you prefer is only slightly related to what books you enjoy — “persuasion profiling” suggests that the kinds of arguments you respond to are highly transferrable from one domain to another.
If Eckles is right — and research so far appears to be validating his theory — your “persuasion profile” would have a pretty significant financial value. It’s one thing to know how to pitch products to you in a specific domain; it’s another to be able to improve the hit rate anywhere you go.