Matt explains psychographic segmentation and the difference between this and traditional forms of segmentation (demographic, behavioural).
AudienceZen fundamentals
Matt Walley, CEO and co-founder of AudienceZen, shares insights into the principles that are the building blocks of AudienceZen's psychographic segmentation and marketing recommendation framework.
Psychographic segmentation
The vocation connection
Matt describes the connection between vocation and cognitive decision-making characteristics. This discovery became the basis for AudienceZen's psychographic modelling and profiling methodolgy.
Event-based tracking
Matt explains event-based tracking and how this is used to collect key data points on customers, which in turn helps to build customer profiles and aid in audience segmentation.
Marketing recommendations and methodology breakdown
Matt talks about the methodology behind how AudienceZen builds marketing recommendations, and also discusses the difference between customer's purchasing behaviours, dependent on whether products/services are required or desired.
