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Rescooped by Martin (Marty) Smith from Marketing
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A Hero's Branding Journey Down Archetype Lane

“ Applying consumer psychology to branding. This is a slightly modified version of a presentation given at Kantar's "The WHY code" seminar on neuroscience, neurom”


Via Sandra Pickering @opento, Abush
Martin (Marty) Smith's insight:

This is a great Slideshare. Branding archetypes page is worth the price of admittance. Archetypes form the core of personas and segments, something every Internet marketer is scrabbling to inject into their marketing. 

Why care so much about personas and archetypes? Those concepts help create relevant marketing. Relevant marketing creates engagement and engagement becomes money. 

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Martin (Marty) Smith's comment, February 9, 7:46 PM
This was GREAT. Great share thanks. Marty
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Visualize Who MAKES / COSTS You Money With Cool Customer Matrix

Visualize Who MAKES / COSTS You Money With Cool Customer Matrix | BI Revolution | Scoop.it

Which of your customers is making you money and what customers are costing you money? Amazing how many companies can't answer this critical question. 

This Customer Data Matrix provides a way to visualize how many customers you have at what levels of lifecycle development.  

Martin (Marty) Smith's insight:

I'm a sucker for a matrix and this sales data matrix from @CanopyLabs is no exception. If your company can do the legwork this visualization could prove invaluable because:

* Hidden weaknesses come to the front. 
* Drags on profitability are clear.

* Best, most profitable, customers jump off the page.

* Strategy is easier to create. 

Ask the hard questions and use this matrix to visualize your customer lifecycle since it may surprise you in good and bad ways.  

 

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Stelvio Gori's curator insight, January 31, 2013 5:16 AM

 

Using it jointly withThroughput Accounting and you're done!

Martin (Marty) Smith's comment, January 31, 2013 5:12 PM
Agree!
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New Facebook Lookalike Audiences = Segments With Reach

New Facebook Lookalike Audiences = Segments With Reach | BI Revolution | Scoop.it

Facebook lists five ways advertising to similar customers can benefit businesses: fan acquisition, site registration, off-Facebook purchases, coupon claims, and brand awareness. The company says it has been testing lookalike targeting with select businesses for a few weeks now, and the new tool “worked well” both online and offline.


Once businesses get access, they can choose to optimize any type of Facebook ad for “Similarity” or “Greater reach”:


Via Brian Yanish - MarketingHits.com
Martin (Marty) Smith's insight:

Segments Plus

We Internet marketers work hard to create personas and segments. I think of personas as ABOUT THEM and segments as ABOUT US. Personas classify customers into banded archetypes. Segments group based on internal metric similarity such as "VIPs", "Multi-Buyers" and Recency Frequency and Monetary groups.

If those segments sound like direct marketing it is because DMers are masters of segmenting. The seesaw is to balance personas or how to talk to THEM in relevant ways with segments or how to make sure the way you speak to THEM is also profitable for YOU.

Segments are internal ideas. You can't segment customers who don't visit your website become a customer (in some way). UNTIL NOW, Facebook's new tool says EXTEND your segments into our data. Cool idea since chances of converting are increased significantly if you already KNOW the segment.

This is because not all segments are equal. If Facbook can identify those potential customers most likely to become multi-buyers that information is VALUABLE.

The value of extending a winning message, offer or design to potential customers who should be positively disposed to any of those things is similar to the way catalog merchants cross index lists. Cool that Facebook has created "lookalike audiences" and should be worth a few bucks to marketers who can extend their segments into the great unknown that seems less unknowable now.

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Brian Yanish - MarketingHits.com's curator insight, March 19, 2013 9:13 PM

Narrowing down that targeted buyers will save businesses $ in ad spend and make Facebook tons of $$$ as they sell your information. What do you get in return, family photos and a deal on a new pair of shoes.