Personality Analytics is not just prediction and measurement.
Ever notice, when you meet somebody, within a few minutes, you can start to figure out who they are, what makes them tick? If you spend enough time with them, you become well versed at what they want to do. Is this just good guessing or are you forming theories about this person?
That’s the idea behind using personality analytics for creative and designing based on a 1:1, total addressable market.
So how does personality analytics drive the business?
First and foremost, making better recommendations. Every time I look at my apps that recommend things, I’m astounded that they want me to buy stuff I already own (in 2018!) or give a watered-down and safe suggestion list. It’s not intriguing. Sure, it does work, contributes billions to sales. It just could be so much more. Jeff Bezos says customer delight is a big deal. Why? He gets the bigger picture of understanding people is a pathway to success and helps avoid the pressures of disruption.
Second, why do we make people buy things so many times before we start treating them like the loyal customers they will be? The ability to predict who is loyal can be predicted, in large part based on personality traits. It’s not about tricking people and getting them to buy more things they don’t need; it’s about solving their ‘jobs to be done’.
Third, adapting your sales strategy. Ever been to a store and noticed that the rep always works the conversation, continually angling to form a connection? That’s a great sales rep. It’s a dying art, but it does work. Why can’t websites and apps do a better job than they do today understanding people through machine learning?
It’s possible with today’s technology to adapt the message before a person even buys. CMS and CRM give us this power to delight, not fright.
Forth, Create a look-a-like CRM based on personality traits. You know what works by looking at your CRM but why are so many visitors not buyers? Why can’t you buy a media list of buyers, not visitors? It is now possible to understand the customer at a deep level and find people on a 1:1 basis. It requires a mindset change with leadership and the organization must embrace change. A powerful example is Credit Karma. They changed the way banks acquire customers. Starting as a direct response marketing company, they are worth $4 billion (as of Q32018), based on deep understanding and excellent media execution. They are one of growing number of disruptors challenging and changing how we build organizations.