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RESTON, Va., November 4, 2025 – Resonate, the leading provider of AI-powered consumer intelligence, is excited to announce the appointment of Meredith Albertson as its Chief Marketing Officer (CMO).  

Albertson is an award-winning marketing executive with over 15 years of experience leading global SaaS and data intelligence firms through periods of high growth. She has served as CMO at multiple fast-scaling organizations, developing and launching category-defining brands and architecting high-impact strategies that directly contributed to measurable revenue scale. 

She joins Resonate’s executive leadership team to lead the company’s marketing strategy and brand, focusing on continuing the company’s growth and cementing its industry leadership in the emerging category of predictive consumer intelligence. 

“Meredith is an accomplished leader with exactly the experience needed to lead Resonate into its next phase of growth,” said Bryan Gernert, CEO of Resonate. “Her track record in building high-performing teams, defining new technology categories, and driving measurable business impact aligns perfectly with our mission to deliver world-class solutions and business results for our clients.”

Prior to joining Resonate, Albertson most recently served as CMO at Zylo and Vice President of Marketing at Tealium, where she built a high-performance marketing engines that achieved record growth. Her approach emphasizes aligning marketing, sales, and product efforts in service of long-term enterprise value.  

“While AI adoption is quickly becoming the norm across industries, Resonate continues to lead by defining the next generation of data intelligence,” said Albertson. “It’s an exciting time to join a company on the leading edge, redefining what’s possible through predictive, data-driven marketing.” 

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Key findings from the report include:

• Deep uncertainty persists despite easing concerns: The report highlights that while concerns about the U.S. economy have eased, deep uncertainty remains. Just 24.6% of Americans say they are highly concerned about the economy, down 28% from six months ago, yet 44% believe the economy will never return to “normal.”
• Consumers are financially stuck and anticipating higher mandatory costs: A critical finding shows that consumers are past the point of easy cuts and now feel a deep lack of financial flexibility. They plan to allocate future spending increases primarily toward cost-of-living expenses outside of their control (e.g., housing, energy, utilities), clearly prioritizing unavoidable necessities over optional purchases.
• Blame for price inflation shifts to political leaders: Blame for price inflation has shifted away from corporations with consumers pointing primarily to President Trump (39.3%) and tariffs/trade policies (37.3%), while accusations of corporate price gouging have dropped by nearly 29% year-over-year.
• Holiday spending and travel plans are down: As the holidays approach, this price sensitivity is shaping shopping behavior. 39.6% plan to spend less on gifts, while 60.3% will head in-store for holiday shopping. Travel is also down, with more than half (54.5%) skipping trips.

“The holiday season is the ultimate test of a brand’s ability to adapt. This data shows that consumers are navigating deep uncertainty, not just making minor budget cuts, but feeling truly stuck as they plan for unavoidable cost-of-living increases,” said Bryan Gernert, CEO at Resonate. “They are making foundational choices about where to spend and prioritizing non-negotiable essentials over discretionary fun. Marketers who rely on old data will be left behind. The best way to win in this environment is to get ahead by understanding these shifting, foundational priorities and meet consumers where they are with targeted and relevant offerings.”

Access the full Consumer Trends Report here.

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RESTON, Va., October 2, 2025 — Resonate, the leading provider of predictive consumer intelligence, today announced that its data science team has been recognized with multiple prestigious awards and speaking invitations at some of the world’s most influential artificial intelligence conferences, including ICML (International Conference on Machine Learning), IEEE (Institute of Electrical and Electronics Engineers ), and NeurIPS (Neural Information Processing Systems). 

Resonate’s research on adaptive surveys, fairness in personalization, and responsible imputation of user behavior data has been peer-reviewed, awarded, and selected for presentations across the AI research community. These accolades reinforce the company’s leadership in translating cutting-edge data science into measurable marketing performance for brands and agencies. 

• Best Paper Award at ICML NewInML Workshop (July 2025): “Modeling User Behavior from Adaptive Surveys with Supplemental Context” was honored as Best Paper, spotlighting its novel approach to improving behavioral models by augmenting behavior using supplemental signal and survey-guided learning. 

• Oral Presentation at IEEE FMLDS (Nov 2025): “Towards Fair User Modeling with Survey Guided Learning” introduces the first systematic methodology for evaluating fairness in personalization frameworks. 

• Oral Presentation at IEEE ICDM HDM Workshop (Nov 2025): “Responsible Imputation of User Behavior Surveys via Mask-Aware Transformers” demonstrates a breakthrough framework for responsibly filling survey gaps. 

• Poster/Oral Presentation at NeurIPS Reliable ML Workshop (Dec 2025): Highlights fairness-audited solutions for reliable user modeling at scale. 

Connecting Research to Marketing Outcomes 

These independent recognitions validate the rigor and originality of Resonate’s proprietary methodology, ensuring that its data delivers more than just signals—it delivers smarter targeting, better campaign performance, and equitable personalization outcomes. 

• Higher Performance: Instead of relying on long, time-consuming surveys, Resonate uses adaptive surveys that ask smarter, more focused questions and combines them with other valuable consumer signals. This richer view of consumer behavior leads to campaigns that consistently outperform the market—for example, driving a 22% lift in sales for clients. 

• Fair and Responsible: Resonate’s systems are reviewed and validated to eliminate bias. This ensures that brands reach their audiences fairly and inclusively, while also staying ahead of growing rules and regulations around AI and data use. 

• Reliable at Scale: Resonate’s technology can responsibly fill in the blanks when surveys answers are incomplete That way, clients can trust that the insights they get from Resonate are accurate, consistent, and dependable, even across millions of consumers. 

“Winning a Best Paper award at NewInML at ICML and being invited to present at IEEE and NeurIPS demonstrates that the Resonate approach to data science is not only practical, but also scientifically validated by the global AI community,” said Aman Shukla, lead data scientist at Resonate & lead researcher and author of the awarded papers. “This research is already powering Resonate’s consumer intelligence solutions, helping marketers achieve superior campaign performance while maintaining fairness and responsibility.” 

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The challenge now is for networks to either find new talent that can capture similar audiences or to adapt their business models to a more fragmented media landscape.

Read the full Adweek article here.

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Read the full article here.

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The zero-code integration provides marketers with plug-and-play access to more than 10k predictive consumer attributes, changing the game from what is currently available through traditional data providers. This enables highly targeted personalization based on what consumers are going to do tomorrow, not what they did yesterday. 

With the launch of the Adobe Integration for Resonate’s rAI Website Personalization API, Resonate clients can instantly access the most up-to-date consumer intelligence within their existing Adobe personalization workflows. 

“Adobe delivers the ‘how’ of personalization — the orchestration layer. Resonate provides the ‘why’ — the deep consumer understanding that reveals what people will buy, when they’ll buy it, and most importantly, why they buy in the first place.” said David Huffman, Senior Vice President of Product at Resonate. “This integration lets brands activate emotionally resonant, hyper-relevant experiences in hours, not weeks, driving stronger engagement, higher conversions, and a greater return on their Adobe investment.” 

Key Benefits of Resonate’s Adobe Integrations  

• Plug-and-Play Integration: Deploy Resonate data into AEP and additional Adobe products with a lightweight tag. 

• Continuously Updated Intelligence for Anonymous Visitors: Deliver personalized content on first visit, even without login or user ID. 

• Speed to Value: Implement in under an hour, accelerating time-to-value for testing and optimization. 

• Enhanced Adobe ROAS: Maximizes the value of Adobe ad investment by layering AI-powered consumer understanding. 

Availability 

The Adobe Integration for Resonate’s rAI Website Personalization API is now live on the Adobe Exchange. It is included at no additional cost beyond existing API usage. An implementation guide is available to support clients in onboarding. 

Ready to start accelerating ROI with better personalization? Click here.  

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Reston, VA – August 22, 2025 – Resonate, the leading provider of AI-powered consumer intelligence, today announced Learning Resources, a pioneer in learning toys and educational tools, as its 2025 Brand Customer of the Year. This recognition celebrates Learning Resources’ outstanding and strategic use of Resonate’s AI-powered data and insights to drive meaningful business outcomes and maintain a competitive edge in the dynamic educational toy market.

By strategically leveraging Resonate’s capabilities, Learning Resources has set a benchmark for what it means to be a modern, data-driven brand. Their strategic approach includes continuously monitoring macro trends and toy category dynamics, utilizing retail and panel data to understand purchase drivers, running category-specific surveys to detect early shifts, and staying deeply immersed in the evolving consumer landscape.

The company consistently utilizes Resonate to gain a deeper understanding of its audience and enhance engagement, integrating these valuable learnings into both their direct-to-consumer campaigns and key retail partnerships.

“Resonate has served as a growth partner for Learning Resources,” said Sari Winick, Chief Marketing Officer for Learning Resources. “Their AI-powered insights have been instrumental in helping us truly understand our audience and connect with them in meaningful ways. The ability to gain such deep understanding allows us to more effectively fulfill our mission of helping kids learn through play.”

“The Learning Resources team exemplifies a spirit of inquiry and collaboration that consistently drives innovation,” said Bryan Gernert, Resonate CEO. “This recognition celebrates Learning Resources’ unwavering commitment to consumer-centric strategy and smart marketing execution. Resonate is proud to partner with them in their mission to inspire a love of learning through play.”

About Learning Resources

Trusted by parents and teachers since 1984, Learning Resources award-winning educational toys help kids develop a lifelong love of learning while building essential school-ready skills—from ABCs and 123s to screen-free coding and STEM. Learning Resources toys make learning fun at every age, stage, and skill level. Discover countless ways to learn through play with top-selling products including Pretend & Play® Calculator Cash Register, Farmer’s Market Color Sorting Set and Toy of the Year winner Botley® the Coding Robot.

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Nearly Half of U.S. Consumers Maintain Spending Levels Despite Expecting Financial Strain
in the Coming Months

RESTON, Va., August 12, 2025 – Resonate – the leader in AI-powered predictive consumer intelligence – today released its latest Consumer Trends Report, which reveals new insight into American spending behaviors and highlights areas where brands can find opportunity ahead of the holiday season:

Consumers aren’t fully feeling the effects of tariffs (yet)
 62% of consumers never or rarely find that the items they want aren’t available because of tariffs. And despite ongoing economic pressure, 47% say they don’t plan to delay or cancel any financial decisions. In fact, nearly half (49%) are spending the same amount as they were six months ago, and 30% say they’ve made no changes to their spending habits to accommodate higher prices.

Consumers aren’t afraid to walk away from non-essential spending when they feel the pinch from tariffs: Consumers are prepared to make changes if economic conditions worsen. 37% will stop dining out or ordering takeout, 26% will cut vacation and travel spending, and 24% will halt entertainment and events purchases. Additionally, 24% will cut back on luxury purchases, while 19% will avoid them entirely.

Confidence is waning in personal finances: Despite only 22% of consumers being worried about the economy (a 19% decrease since March), a quarter (23%) expect to be personally worse off financially in the next six months. With 70% of consumers in debt, 16% of them are struggling to meet debt obligations. This could be a reason for 34% saying they are also saving less than they were six months ago.

Budget-friendly travel is on the rise: 55% of consumers don’t plan to travel this fall/winter holiday season, and for those who do, consumers are changing their vacation habits. 32% plan to spend less than $2,000. As a result, 21% are opting for shorter trips, 11% are choosing domestic over international travel, and 13% are switching to budget-friendly travel options like camping or road trips.

Holiday spending will be slower: Over the last two years, Resonate data shows a 38% increase in consumers opting out of buying presents completely. 25% intend to shop exclusively during events like Black Friday and Cyber Monday, showing little change since 2024, but a focus on consumers pursuing deals to get the best bang for their buck.

“Americans aren’t pulling back yet, but tariffs have the potential to cause consumer behaviors to shift overnight,” said Bryan Gernert, CEO of Resonate. “The brands that win won’t just be focused on cutting costs — they’ll drive growth by understanding why people buy and acting on it in real time, keeping customers loyal even in uncertain times.”

The report emphasizes that brands can no longer rely on “holiday intuition” or historical campaign performance alone. With shifting consumer perceptions of inflation, debt, and pricing pressure, AI-powered consumer intelligence can arm brands with the insights needed to reach consumers during times of economic uncertainty.

Access the full report HERE.

About the Resonate Consumer Trends Report

The Resonate Consumer Trends Report is a bi-monthly report offering current sentiment shifts on key issues impacting American consumers. This analysis is powered by Resonate’s proprietary system of AI-powered models known as rAI. rAI employs advanced AI algorithms to identify patterns and uncover correlations from a variety of sources, including the observation of 30B daily online behaviors, data from the US Consumer Study, and offline consumer data. This analysis allows Resonate to develop a deep understanding of consumer and voter values, preferences, motivations, and intent spanning 15,000+ attributes across 250 million US adults.

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For a future-ready MarTech data stack, adaptability, AI-powered data, and responsible, scalable insight delivery are crucial. Organizations must strategically integrate privacy and personalization, recognizing that consumer privacy is a growing priority. Ultimately, AI innovation aims to enhance marketing ROI through deeper personalization and consumer engagement, even with restricted data, as evidenced by Resonate’s success in boosting clients’ ROAS.

Read the whole article here.

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LS Direct, known for its expertise in direct-mail marketing and its commitment to proving omnichannel campaign effectiveness, partnered with Resonate to solve a critical challenge: showing incrementality of the combined impact of direct mail exposure, programmatic direct mail retargeting, and email engagement on conversions. Through the use of Resonate AI powered high-intent audiences, Resonate & LS Direct developed a solution that precisely aligns direct mail exposure and conversion data with online media engagement, providing an unprecedented ability to calculate the true lift in conversions for omnichannel campaign strategies. 

What began as a focused effort with a single brand client has proven exceptionally fruitful, with LS Direct now planning to expand this sophisticated attribution model across a significant portion of its portfolio. This commitment includes investing in an efficient and scalable data pipeline to support the growing service, further solidifying LS Direct’s position at the forefront of data-driven direct marketing. 

“Working with Resonate has helped LS Direct truly set a new standard for proving incrementality in the direct marketing space,” said Gary Rizzo, VP of Product and Marketing. “Their ability to connect direct mail with digital engagement, fueled by their Resonate AI-powered data, has yielded results beyond our expectations.” 

“The success of the work being accomplished by LS Direct is a reflection of their innovative spirit and the power of truly integrated data,” said Bryan Gernert, CEO of Resonate. “Their embrace of new technology not only showcases industry leadership, but also paves the way for a new, scalable data service that can transform attribution advances across the industry.” 

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Bryan Gernert is CEO at Resonate, an AI-driven predictive consumer intelligence and data company.

Personalized marketing has rapidly evolved within the last decade, from the early days of basic segmentation to more modern practices like targeted campaigns that often depended on predefined rules and workflows or poor implementations of retargeting that seem more invasive than personalized. In the beginning, personalization was either not personal enough or overly persistent to the point of being unsettling. Remember those ads that seemed to follow you around for days after one happenstance look at a product?

Despite numerous attempts to get it right, personalization has failed to make the impact we’ve all desired. A few obstacles are to blame, including past technology shortcomings where early solutions relied on traditional, static methods and fragmented, incomplete customer datasets—which provided only a high-level understanding, even with substantial investment. Even with the right technology and data, personalization can still fail due to simple human shortcomings, like marketers relying on assumptions based on broad segmentations or hesitating to deploy new technologies like AI.

Today, we’ve entered into the hyperpersonalized marketing era fueled by AI and real-time, deep data to gain dynamic, actionable insights that marketers can use to make personalization truly personal (and far less creepy). Think about being served an ad that goes beyond the shoes you looked at and instead connects to you based on your values as a consumer. In addition, the interaction occurs naturally where you spend time online versus one that assumes your typical behavior based on stereotypes attributed to your age and household income.

In this new era of AI and advanced datasets, the opportunity exists for marketers to achieve the holy grail of marketing: personalization that’s actually personal. Let’s explore what it takes to get there.

Shifting The Mindset

Marketers face a pivotal transition: moving beyond assumption-based targeting to embrace AI-driven consumer intelligence. For some, this shift requires abandoning long-held ideas about their audiences, while others simply need to implement AI into their workflow.

Either way, for those on the fence about using AI-powered data intelligence, it’s helpful to understand why it has become essential in today’s era of hyperpersonalization, significantly enhancing marketers’ business impact.

Unlike traditional static segmentation, continuously updated AI models adapt to changing consumer behaviors, ensuring marketing efforts remain relevant, cost-effective and results-driven. Historically, the only scaled dataset available has been demographics; however, demographic-based segmentation only offers a broad overview, whereas purchasing behavior points marketers to true consumer motivations.

AI-driven consumer data provides a depth of understanding never before available. For instance, what’s important in the consumer’s decision and what influences are driving the consumer’s action to buy? Armed with these kinds of insights, marketers who embrace this new approach can accurately predict when customers are likely to make their next purchase, what products they’re likely to select and whether they’re inclined to purchase from a brand again.

When they choose to adopt these advanced AI models, marketing teams can foresee potential customer churn and optimize engagement across the entire customer life cycle. By integrating first-party data with AI-driven observations beyond the company’s first-party data, brands can deliver timely, relevant messaging that engages consumers throughout an entirely personalized journey.

Laying The Foundation For Success With AI

Effective, AI-driven personalization requires a solid foundation of high-quality data. Not all data carries equal value—it can vary significantly in its accuracy, relevancy and utility for customer engagements.

For example, last year’s summer travel trends data doesn’t reflect current consumer behaviors. The landscape has changed dramatically since then, with economic uncertainty, political shifts and social concerns that are drastically reshaping how people approach summer travel this year.

Similarly, purchasing patterns and motivations from a year ago don’t align with today’s consumer realities. From rising costs to tariffs, year-old insights fail to capture the financial concerns many consumers are currently navigating, like being able to afford basic household necessities.

AI-powered models that analyze fresh, real-time insights allow marketers to move beyond static trends and match the ebbs and flows of consumer motivations. By leveraging dynamic datasets, brands can ensure their personalization strategies remain relevant in addressing current events and factors that play into consumer decisions today.

Barriers To Mainstream Adoption

Predictive analytics is widely used in marketing; a 2022 Wakefield Research study found that 95% of respondents use it in some form. However, AI-powered consumer data models (in particular, enriched custom models) aren’t yet mainstream. In the past, without AI, building and maintaining custom models demanded advanced data science expertise. Today, some marketers are wary of AI for fear of complexity, transparency or organizational friction in transitioning tools, slowing or stalling adoption.

Another reason for underutilization is that many predictive efforts don’t deliver the expected return on investment (ROI). This often stems from overreliance on first-party data—information limited to known users and owned channels. This dataset is useful but narrow. What about the thousands of qualified prospects outside of a company’s database? Most of the buying journey takes place outside of a brand’s four walls.

Some modeling techniques are also too tightly tuned to past (outdated) data and cannot be applied to new audiences, or they’re too generic to understand subtle customer intent signals (e.g., purchase readiness).

Marketing teams should embrace a broader, enriched data strategy and evaluate modeling techniques for robustness and adaptability before experimenting. This approach can help demystify AI, build trust and unlock stronger performance from predictive investments.

The Path Forward For Personalization In Marketing

AI has emerged as potentially providing the holy grail in marketing, allowing teams to cut through the noise with a comprehensive, real-time view of individual customers to create hyperpersonalized marketing experiences. By enhancing fundamental data with broader psychographic insights that reveal underlying consumer motivations and deliver a real-time analysis, brands gain an authentic understanding of purchasing patterns and customer loyalty drivers—allowing them to create truly personalized experiences.

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RESTON, Va., June 25, 2025 -– Resonate, the leader in predictive consumer intelligence, today announced that its Ignite Platform has been named the “2025 Overall AI Platform of the Year” by AI Breakthrough, a leading market intelligence organization that recognizes top companies, technologies, and products in the global AI industry. 

This year’s AI Breakthrough Awards received over 5,000 nominations from companies around the globe. Resonate joins an elite group of winners that includes NVIDIA, Microsoft, Meta, UiPath, Asana, Honeywell, and other industry leaders. 

The award recognizes the breakthrough innovation of Resonate’s newly launched rAI-powered Audience Builder, a tool that enables marketers and analysts to create sophisticated audience segments in seconds using natural language prompts. 

The rAI-powered Audience Builder is the latest innovation on the Resonate Ignite Platform, setting a new standard in AI-powered consumer intelligence. Key features include: 

• AI-Powered Precision: Built on Resonate’s proprietary rAI model, the Audience Builder instantly analyzes thousands of consumer attributes to generate highly targeted segments. 

• Intuitive Interface: Enables users to create nuanced audience personas using natural language, making advanced segmentation accessible to all skill levels. 

• Significant Time Savings: Reduces audience creation from hours to seconds, empowering faster, smarter marketing decisions. 

“We are honored to be recognized as the Overall AI Platform of the Year,” said Bryan Gernert, CEO of Resonate. “Our rAI-powered Audience Builder is transforming how marketers identify and engage their audiences. With the power of AI, we’ve not only simplified a complex process but also delivered more actionable and precise consumer insights than ever before.” 

To learn more about the award-winning Resonate Ignite Platform and the rAI-powered Audience Builder, visit www.resonate.com/ignite-platform

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RESTON, Va., June 13, 2025– Latest data from the Consumer Trends Report released today by Resonate, the leader in AI-powered predictive consumer intelligence, reveals that economic uncertainty is no longer just a hypothetical concern for American households; it is now having a noticeable and growing effect on personal finances and spending habits. The latest data indicates a sharp increase in financial fears and a resurgence of cost-saving behaviors, fundamentally reshaping consumer expectations and purchasing decisions: 

• Soaring Financial Fears: Worries about a stock market crash surged by 52.6% in the last three months, with over a quarter of Americans (25.5%) now fearing this event. Concerns about a U.S. economic slowdown or recession also dramatically increased by 17.5%, with 46% of consumers expressing worry. 

• Personal Financial Struggles: The percentage of consumers feeling “somewhat worse off” sharply rose by 24% to 22.2% from March 2025. Consumers who feel the same about their personal finances as six months prior plummeted by 8.5% to 48.1% (from 52.6% in March 2025).  

• Purchase Delays and Cancellations: Consumers are increasingly postponing or canceling vacations, major household purchases, vehicle acquisitions, and even home sales. This trend extends to subscriptions, with the number of Americans canceling some or all subscriptions rising by 8.6% to 29% in just three months. 

• Return to Core Cost-Saving Strategies: Time-tested strategies from past inflationary periods are back in force. 48% are opting for cheaper store or alternative brands (a 6% increase), and 36.2% are cutting non-essential purchases (an 8.7% increase). 

• Politics Influencing Consumers: Politics are increasingly influencing consumer shopping behavior, with 16% of Americans being less inclined to shop with a brand supporting left-leaning groups, while 31% being less inclined to buy from a company openly supporting right-leaning groups, reinforcing the need for brands to understand the psychographic and value-driven nuances of their target audience.  

This data underscores the urgent need for businesses to adopt advanced consumer intelligence solutions that provide actionable insights on consumer behavior and intent in order to navigate the turbulent economic landscape effectively. 

Resonate’s Consumer Trends Report cuts through the noise, delivering essential, data-driven insights into the actual sentiments, motivations, and behaviors of Americans, powered by the most recent predictive data and intelligence.

Access the full report HERE. 

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Beyond segmentation: AI and real-time data finally deliver truly personal experiences, aligning brands with consumer values and intent.

Marketers have been chasing personalization for years, but what was long touted as tailored outreach was just segmentation in disguise: grouping consumers into broad demographic-based categories rather than engaging them based on unique values, intent, or preferences. Personalization either missed the mark entirely, offering generic, one-size-fits-all messaging, or it veered into creepy territory, with ads that stalked users across the internet after searching for a specific product just once. Despite years of attempts to get it right, true personalization has struggled to become a reality.

Why? There are several reasons. Firstly, legacy technologies and traditional datasets lacked the sophistication required to go deeper than surface-level signals. Marketing teams used to be forced to work with fragmented, outdated data that painted only a partial picture of the consumer or reflected their past preferences, not today’s reality. Certainly, data lagged the up-to-the-minute view required to stay ahead of consumers and their reaction to 24-hour news cycles and unprecedented uncertainty.

But even with better datasets and tools at marketers’ disposal today, human limitations can still derail the progress of achieving personalization. Some marketing professionals tend to fall back on flawed assumptions and rely on broad demographics like gender, age and income instead of more nuanced insights like an individual’s values. Some marketers are either hesitant to embrace new technologies like AI and machine learning to power an understanding of individual consumers, or don’t know how to use this technology effectively and safely. In fact, nearly half of marketers admit they don’t know how to use generative AI safely, and don’t know how to get the most value out of it. This could result in missed opportunities to create full-picture, individualized experiences at scale.

But AI is here to transform brand teams and ad agencies. Understanding the distinction between predictive and generative AI and learning how best to use each in the right context is necessary to keep pace. Thanks to AI and its ability to analyze vast amounts of data and connect marketers with consumers based on rich, real-time information, brands can now tap into who people actually are and how they behave, not just drive insights based on what they clicked on last week.

Consumers want to see ads that align with their values and show up in places where they already spend time online, versus one that makes assumptions based on their age or zip code. One feels relevant, the other feels lazy, and consumers can tell the difference. Recent case study data underscores how powerful personalization can be: one brand saw a 20% increase in conversion to a premium product when 88% of website visitors received a personalized experience. So, when done right, personalization isn’t just a marketing tactic, it’s a strategic advantage.

Today, with AI and advanced, real-time data, marketers can achieve what’s long been considered the dream outcome: personalization that truly feels personal. So, let’s dive into what it takes to make the promise of AI-driven personalization a reality.

Old Rules, Out. AI, In.

Whether marketers like it or not, they have come to a turning point. Some might be reluctant to ditch the playbook they have become so accustomed to over the years, including broad segmentations, static personas, and a lot of guesswork. We’re now in a time where AI is understood in the mainstream, and with 71% of consumers now expecting individualized experiences, brands are under pressure to rise to the occasion. Marketing professionals need to embrace the inevitable, which starts with AI. For some, that might mean letting go of long-standing assumptions about who their audiences are and what they are looking for. Instead, they must trust that safe AI can uncover real consumer truths.

AI offers more than just efficiency for marketing teams; it provides a depth of opportunities for customer engagement. Unlike traditional segmentation, AI allows a real-time, nuanced view of a consumer by tying ground truth to a massive wealth of real-time behavioral information. That real-time basis enables marketers to connect with people not just based on actions, but in the context of who they are and what they care about right now.

When exploring possibilities for personalization with AI, the best approach is to start small, such as by testing a personalized social campaign for a specific audience. This provides the opportunity to demonstrate value to your team and build confidence in the results. Once you see the impact, it becomes easier to scale those efforts across more and more channels to gradually build towards a fully personalized, AI-forward marketing strategy.

Turning Real-Time Insights into Impact

The success of AI-powered personalization doesn’t just depend on the technology itself, but on the quality of data feeding it and the way the end-product translates to activation. When AI is fed outdated or incomplete information, the insights it produces can quickly become irrelevant or misleading. AI models that learn from fresh inputs can help marketers move beyond generalized insights and respond directly to the real conditions their customers are navigating.

Consider retail purchasing behavior, for example. If a brand relies on general back-to-school spending data to predict this year’s patterns and shape this year’s campaigns, it will most likely miss the mark completely. Individual consumers’ preferences and priorities will change distinctly due to pressures like inflation, a new political administration in office, and new cultural perceptions. A once loyal customer may be cutting back on non-essentials due to tariff-related price fears; another may reevaluate brand choices based on ethical or political values that weren’t previously as influential.

This is why individual, real-time data is critical. Best-in-class AI models use current behavioral signals to reflect what specific people are thinking and feeling today, not six months ago. And identifying specific consumers who align with a certain brand strategy and are most likely to engage enable marketers to take meaningful action, and activate personalized, high-impact campaigns that will resonate with today’s consumers.

Achieving Personalization that Lives Up to Its Name

For too long, personalization has fallen short of its promise, relying on outdated technology, tactics, stale data, and general assumptions. Marketers have access to richer, real-time insights due to how accessible AI has become, giving them a chance to move beyond those legacy methods and deliver the personalized, individual experiences consumers have been expecting all along.

By combining high-quality data with deep psychographic consumer intelligence, brands can finally move away from boring, generic messaging for good — avoiding blending in with the hundreds of other generic ads consumers are exposed to daily. In summary, the key is not knowing what consumers clicked on last week, but what makes them engage with a brand, and what their current actions and values tell us about what they will do next. The tools are here, the data is available, and it’s an exciting time for marketers to ensure personalization lives up to its promise finally.

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Americans’ fears of the stock market crashing are skyrocketing as the economy remains uncertain and President Donald Trump’s tariffs take effect, according to a report by predictive consumer data company Resonate.

Nearly 26 percent of the population worries that Wall Street might hit rock bottom, says Resonate, and concerns of a broader economic slowdown have increased by 17.5 percent to 46 percent.

Why It Matters

Widespread tariffs and stock market upheaval have characterized Trump’s second presidency, and in March he said the U.S. was facing a “period of transition,” as opposed to a recession.

What To Know

Growing anxiety over the future of the U.S. stock market has intensified in recent months, driven by political uncertainty and volatile policy shifts. Market turbulence in the wake of recent government actions, especially under Trump‘s administration, has led to heightened fears about the stability of both Main Street and Wall Street.

“People are naturally concerned about the next market crash and this time is different,” Kevin Thompson, the CEO of 9i Capital Group and the host of the 9innings podcast, told Newsweek. “Most of the people at or near retirement explicitly remember how they felt in 2008-09, and do not want an occurrence of that magnitude.”

Alongside stock market crash fears, personal finances are slipping as well, the report found. The number of people feeling “somewhat worse off” financially rose 24 percent from March, while financial stability sentiment dropped by 8.5 percent.

The public’s apprehension is further complicated by the administration’s ambitious trade policy shifts.

More than 100 days into Trump’s second term, the White House has attempted to reassure supporters amid fears of recession and rising prices. Trump and his aides have alternately denied the likelihood of recession, blamed predecessors, and warned that economic pain may precede recovery.

Trump’s endorsed and House-passed Big Beautiful Bill Act would add $2.4 trillion to the U.S. debt, sparking concern among economists and everyday Americans alike.

Polls have shown significant partisan divides, most Republicans expressing continued confidence in Trump’s approach, despite broad public concern regarding the risks posed by tariffs and mounting international uncertainty.

Consumers have reacted by pulling back on big purchases, whether it’s home or vehicle sales, the report found. Even subscription cancellations rose to 29 percent. And 45 percent of consumers said they weren’t planning to travel this fall amid the economic uncertainty.

Shoppers have also turned to cheaper brands, with 48 percent of survey respondents saying they had chosen more affordable options, up 6 percent. Roughly 36 percent also said they had reduced nonessential purchases.

What People Are Saying

Trump told reporters in March: “Our country had to do this. We had to go and do this. They’ve taken away, other countries have taken away our business, they’ve taken away our jobs. I did it initially very strongly against as you know China and some others in the first term.”

Drew Powers, the founder of Illinois-based Powers Financial Group, told Newsweek: “We have seen some incredible volatility in 2025, so it is no surprise people are worried. We already saw a 20 percent drop in just 6 weeks earlier in the year. We see the markets dip every time tariffs are brought up or when there is an especially violent day in Ukraine or Israel. The world is interconnected, and the 24-hour news cycle is practically inescapable.”

Kevin Thompson, the CEO of 9i Capital Group and the host of the 9innings podcast, told Newsweek: “Fears are valid, regardless of what the market pundits may say. We are running a deficit that needs to be addressed yet ignored. Will the market continue to trudge along its merry path? Perhaps, but we have “never” been confronted with deficits expanding this much and being this high.”

Alex Beene, a financial literacy instructor for the University of Tennessee at Martin, told Newsweek: “Concern over the stock market is more than likely down from the highs of two months ago, when initial tariff announcements were met with a monumental decline in the span of just a few days. However, that doesn’t equate to worry being completely mitigated; many investors are still fearful if trade talks between the United States and other countries aren’t productive, it could trigger those steep falls to return. Pair that with many Americans feeling financially ‘tapped out,’ and you can understand the pessimism.”

What Happens Next

The reality of a stock market crash in the near future is not yet clear, experts say. Much of that depends on international trade and corporation developments.

“The reality of many of these factors is it’s too soon to tell. From tariffs to company performances, the next few months will give a better understanding of whether the future is indeed dark or more full of light than some expect,” Beene said.

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GALLO initially partnered with Resonate to enhance its first-party data and scale audience activation beyond the limitations of traditional consumer research solutions to gain a deeper understanding of its consumers’ psychographic and behavioral drivers.  

Due to the initial success of its partnership with Resonate, GALLO expanded its use of Resonate data to inform critical aspects of their business, including: 

• Optimizing media strategies for more effective targeting. 

• Identifying consumer desires and potential partners to expand their portfolio. 

• Informing sponsorship strategies and analyzing their portfolio at a category level. 

• Supplementing proprietary Voice of Customer (VoC) surveys with psychographic data for a holistic view. 

“Resonate has been an innovative collaborator in working with us to achieve our business objectives,” said Stephanie Gallo, GALLO Chief Marketing Officer. “We view our partners at Resonate as a valuable extension to our internal team.” 

“Gallo truly embodies the spirit of innovation and partnership that we champion at Resonate,” said Bryan Gernert, CEO of Resonate. “They recognize that in today’s dynamic market, relying solely on historical or demographic data creates blind spots. By proactively embracing AI-powered consumer intelligence, Gallo has not only achieved remarkable lifts in campaign performance, but has also applied smart insights across their organization, from e-commerce to product innovation and sponsorship strategy. Their commitment to understanding consumers holistically, seeing beyond just demographics to psychographics and intent, underscores its commitment to leveraging advanced data solutions for sustainable growth and forging a deeper connection with their customers.” 

The post Resonate Honors GALLO as 2025 Customer of the Year, Recognizing Transformative AI-Powered Consumer Intelligence appeared first on Resonate.

The U.S.’s current economic climate has made many consumers feel pessimistic and anxious, mostly driven by an ever-changing political landscape. Businesses are typically dialing back earnings forecasts as large volumes of consumers tighten their wallets and confidence in the economy drops. We recently saw a short-lived surge in new car purchases driven by fears of impending tariffs, as consumers were quick to act before impending price increases took effect. Americans are shifting how they shop, overall showing less brand loyalty, cutting back on essentials, and postponing big purchases like new cars or vacations.

When faced with uncertainty, consumers historically prioritize affordability and personalized engagement. While some brands might retreat from marketing efforts amid evolving political and economic landscapes, others that lean into marketing with trust, value, and personalization at its core are more likely to maintain and build brand loyalty.

There’s a well-understood imperative for brands to stay agile and adapt to meet evolving purchasing behaviors in this volatile climate, or risk losing their audience. However, a lesser understood trap that many marketers may fall into is assuming that all consumers feel and are changing their purchasing behaviors in the same ways amid the current volatility.

Making sweeping assumptions about a customer base is dangerous because we know that 70% of Americans expect personalized experiences and as a nation we’re made up of diverse backgrounds, values, experiences and mindsets. So, while, yes, marketers need to be aware of what’s happening in the world around us, the most successful marketers move beyond a one-size-fits-all marketing strategy and cater to consumers’ unique makeup.

Let’s dive into how hyper-personalization allows brands and marketers to adapt and connect with their audience on a personal level, addressing individual circumstances, mindsets and behaviors, to stay competitive and maintain loyalty in a wavering economic environment.

Redefining ‘Personal’ 

What it means to be ‘personal’ today might feel different than it did five years ago. Thanks to the rapid growth and adoption of emerging technology, consumers expect brands to deliver personalized experiences. From suggestions on the next television show to binge to custom-built music playlists based on their listening history, personalized offerings delivered on platforms have become standard. But when it comes to their relationships with brands, beyond brands understanding their likes and dislikes, consumers also expect consideration for how macroeconomic and societal events are impacting their daily lives. For example, with so much uncertainty in the U.S. economy, many consumers are prioritizing essentials and necessities forgoing luxury purchases. But others will still be in a “revenge spend” mindset through the continued aftermath of the pandemic and won’t want to show restraint in the way they shop and travel, despite economic uncertainty. Brands need to adjust to the mentalities their customer sets hold to be successful in today’s buying climate, such as understanding which of their customers are adopting a frugal-first mindset and which are still open to splurging on bigger-cost items.

Unlocking New Personalization Potential with AI

Understanding customer values, mindsets and behaviors at scale to personalize marketing campaigns effectively requires adopting a predictive, data-driven approach that’s powered by AI.

AI can analyze vast amounts of behavioral data with deeper psychological insights in real-time to provide a clearer, current understanding of individual consumers, enabling brands to move beyond generic messaging and craft individualized experiences that will instantly click with their audience and, most importantly, keep them coming back.

Compared to the rise of AI-powered tools, traditional segmentation and manual personalization efforts cannot scale fast enough to keep pace with changing consumer purchasing behaviors, making it harder for marketers to reach their audiences effectively. By embracing new technologies like AI models, marketing teams can fine-tune their targeting throughout the entire customer journey – not only when a customer is ready to purchase again, but also when they are most likely to make their very first purchase. Now more than ever, brands need to focus on acquiring new consumers who represent the greatest long-term value to the business, in addition to driving loyalty and reducing churn.

For marketers ready to dive into a predictive, data-driven approach to their personalized marketing efforts, the path forward isn’t one-size-fits-all. While starting small and experimenting has value, competitors are adopting AI and delivering hyper-personalized experiences at rapid speeds. If the competition is already delivering AI-powered personalization, they may be pulling ahead. Fortunately, AI and predictive insights can be an equalizer, allowing businesses that are behind to leap forward, close the gap, and meet customers with the relevant experiences they’re come to expect.

Ensuring the Right Data Foundation

The old adage, garbage in, garbage out, rings true with AI. AI is only as good as the data it’s trained on and analyzes. For marketers, the most impactful AI-powered consumer insights stem from real behavioral data, including consumers’ engagement with brands and past purchasing patterns. These kinds of insights allow marketers to go beyond guesswork to anticipate when customers will buy and what is likely to keep them coming back.

There’s also truth in the adage that marketers waste 50% of their ad spend – they just don’t know which 50%. Luckily, AI and the power of prediction dramatically improve precision. By using AI to more accurately match messaging and timing to audience behaviors, marketers can drive significantly greater returns from every dollar spent.

Outdated insights, like last summer’s travel trends for example, no longer reflect today’s consumer in this rapidly shifting landscape. Economic instability, political developments, and societal changes such as growing calls to avoid travel to certain states have dramatically altered consumer behavior. The same goes for purchasing data: motivations and patterns from a year ago don’t hold up against today’s unique challenges. Rising prices, looming tariffs, and growing financial strain have reshaped priorities, with many consumers now focused on essentials over extras. Having the right data foundation for predictive intelligence is key.

Achieving Lasting Loyalty 

We’re in an age where AI enables us to create faster, more efficient connections through hyper-personalization at scale. AI and continuously updated, deep data provide brands with the actionable insights they need to create truly personalized, authentic experiences. Imagine coming across an ad that resonates with your values and targets where you spend your time online, compared to one that simply relies on assumptions about your age or income. It’s clear which approach feels more engaging and personal.

Consumers are signaling, loudly and clearly, that they want to be seen, understood and served in ways that reflect who they are today and what their needs will be tomorrow, not what they were in the past. Brands that invest in the right data foundation and AI-powered tools to drive truly personalized marketing efforts will be the ones that thrive by building lasting loyalty. As one-size-fits-all fades into the background, AI is paving the way for marketing that truly meets consumers where they are, for who they are, as individuals.

The post Featured in MarTech Series: Beyond One-Size-Fits-All: How AI is Scaling Hyper-Personalized Marketing appeared first on Resonate.

Resonate’s winning predictive modeling solution leverages its proprietary AI-powered models to go beyond traditional data, providing retailers with an unparalleled understanding of consumer behavior, intent, and future needs. This enables businesses to proactively tailor offers, personalize experiences, and optimize inventory, ultimately leading to increased customer satisfaction and revenue growth. 

Tech Breakthrough’s rigorous evaluation process considers innovation, performance, ease of use, functionality, value, and impact. Resonate’s recognition underscores its commitment to providing cutting-edge solutions that empower retailers to thrive in the modern marketplace. 

Learn more about Resonate’s Predictive Modeling solution here.

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RESTON, Va., April 16, 2025 /PRNewswire/ — Resonate, the leader in AI-powered predictive consumer and voter intelligence, today released its Summer 2025 Consumer Trends Report, revealing a major increase in consumer angst about the economy, a significant decline in brand loyalty, and a surge in consumer price sensitivity.

According to Resonate’s real-time data, as of April 2025, consumers belief that the economy will return to pre-pandemic conditions has reached an all-time low. 45.5% of consumers now believe that the economy will never return to normal, up from only 19.8% of consumers who held that belief in the summer of 2021 at the height of the global meltdown resulting from the coronavirus pandemic. An additional 38.5% believe it will take at least 7 months or more to see improvement.

This economic discontent is applying additional pressure to brand loyalty which was already taking a hit. A staggering 45% of consumers are now opting for cheaper store or alternative brands to mitigate financial pressures. Additionally, 21% are switching channels, purchasing familiar products from different retailers, both online and offline. This trend, coupled with a nearly 22% increase in consumer anxiety about the economy over the past six months, poses a critical challenge for brands seeking to retain their customer base.

“The data is clear: brand loyalty is eroding at an alarming rate,” said Bryan Gernert, CEO of Resonate. “In this environment, brands must quickly adopt new, data-driven customer retention strategies to navigate this turbulent economic landscape and respond to these rapidly evolving consumer behaviors with actionable strategies.”

The Summer 2025 Consumer Trends Report also reveals key insights into consumer behavior during the upcoming travel and summer holiday season:

• Brand Social Justice: Support for brands that attach themselves to a particular cause is down across the board. The number of people who say that no cause would influence them to buy from a particular company has risen steadily over the past year and a half: It started at 21% in summer 2023 and has remained at an all-time high of 30% for the last six months.
• That said, there is a core segment of ethical values-oriented consumers who will still pay more despite the economic pressure.
• Inflation Blame: 39% of consumers continue to blame corporate price gouging for inflation, indicating that corporate efforts to shift blame are ineffective. 37% attribute inflation to excessive government spending.

The full report can be accessed HERE.

View the press release here.

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RESTON, Va., March 24, 2025 /PRNewswire/ — Resonate, the leader in AI-powered predictive consumer and voter intelligence, today announced it has been named a winner in the esteemed 2025 Reed Awards in the Best Digital Advertising category.

The Reed Awards celebrates excellence in political campaigning, grassroots advocacy, and digital strategy. This recognition highlights Resonate’s innovative approach to leveraging data to reach the right audiences at the right time with the right message to drive impactful results in the political and advocacy arenas. 

The winning campaign, implemented by Resonate’s agency client Omara Strategy Group, represents a benchmark in political advertising, delivering exceptional results through creative and messaging that resonated, and precise targeting using AI-powered insights to develop an effective campaign. The strategy leveraged OTT/CTV, pre-roll video, display, and Instagram ads to create a cohesive digital presence that cut through the noise. These channels, particularly CTV, were chosen based on insights confirming where this demographic consumed streaming and digital media for political information. This data-driven approach ensured ads reached younger audiences as Gen Z shifts away from linear TV. 

“We are incredibly honored to be recognized as a winner for the 2025 Reed Awards,” said Bob Brennan, Senior Vice President at Resonate. “This award for Best Use of Online Targeting validates our commitment to providing cutting-edge solutions that empower our clients to understand and engage with their target constituents effectively. Our ability to analyze real-time data and deliver actionable insights is crucial for success in today’s dynamic landscape.” 

Campaigns & Elections, founded in 1980, has been the go-to resource for political consultants, focusing on the latest tools, tactics, techniques, technologies, and strategies in campaigns. Being named a finalist for the Reed Awards signifies Resonate’s position as a leader in providing innovative solutions for the political and advocacy sectors. 

View the press release here.

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The good news is that almost one-third of American adults are debt-free. The less good news is that inflation is on the uptick, and they’re worried about healthcare costs, and poor leadership and government fraud—with 42% of respondents giving equal weight to each issue.

Nevertheless, according to Resonate’s Spring 2025 Outlook Consumer Trends Report, U.S. consumers are optimistic about their personal finances. Some 51.5% of respondents to the Resonate survey is a slight improvement in how much consumers feel better about finances.

“That might be because the number of Americans who say they have no debt is at its highest since November 2023,” according to the report. “As of the start of 2025, 30.3% of U.S. adults are debt free, as opposed to just 26.8% in the summer and fall of last year.”

As we get ready to enter spring, the usual holidays are on people’s minds—Mother’s Day and Easter—and respondents both indicated a heavy preference for giving flowers for the former and spending time at home with family for the latter.

The majority of consumers (24%) said they’d buy flowers for the occasion. Jewelry is the second least popular gift for mom—less than 8% of shoppers said they would give this as a gift. What’s the least popular? A spa day. Only 7% said they would give this as a gift.

Then there’s the travel sector, which surprisingly also drew responses from homebodies. Even with the extra expendable income of being debt-free, 40% of shoppers said they do not plan to travel this summer. For those who do travel, 21% are keeping expenses tight—to below $1,000.

If they’re not traveling or spending a lot when they do, what could consumers be up to in the summer months? Two words: Home improvement.

Resonate CMO Ericka McCoy gave more insight to some of the findings, including consumer concerns about the current leadership of the U.S. government.

Why is the percentage of consumers (30%) who are debt-free so high? Was that surprising to you? If so, why or why not?

Consumers have been feeling better about finances – in fact, our Winter 2025 Consumer Trends Report showed that not only did more of the 73% of consumers who were in debt feel like they were managing it better, but people were feeling more optimistic about their personal finances and the economy.

We know that under the Biden administration, more than $183.6 billion in student loans were waived for more than five million Americans, which likely contributed to a higher number of debt-free consumers. Additionally, in late 2024, banks lowered credit limits and increased credit score requirements for credit cards, while also increasing credit card interest rates. These guardrails curbed, and in some cases, prevented high levels of consumer spending.

To what do you attribute the concerns about leadership in the U.S. government? Is there more data to flesh out here?

There has been a slight decrease in consumer concern about leadership in the U.S. government – our Winter 2025 Consumer Trends Report showed that 47% of Americans were concerned compared to only 42% in this report. Timing is likely playing a role here: The last time we took the pulse of Americans was right before the election. This pulse is right after the holidays but before Trump formally took office. During this time, there has been quite a bit of uncertainty, such as the creation of DOGE and cabinet appointments, leaving consumers concerned about government corruption.

The travel sector is concerning. Is there comparative data about how much consumers planned to travel in 2024? Is the 2025 percent higher or lower? If higher, why do you think it’s higher even with less debt. If lower, why do you think it’s lower?

Resonate has observed a decrease in discretionary spending over the last few years, and travel is one category where we have recently seen a more acute impact. In Resonate’s 2024 Summer Consumer Trends Report, 46.9% of consumers reported they were spending less on travel. Our latest report dives deeper into this, finding that more than 21% want to keep their travel budget below $1,000. Because Resonate Consumer Trend data is connected to 250 million U.S. consumer profiles, Resonate clients can dive deeper into which consumers are cutting back on travel and which categories of travel (luxury, adventure, sustainable, entertainment) will see the biggest impact.

Alternatively, categories that have been suppressed are now starting to resume growth. Consumers are focused on home improvements and major household purchases, budget line items they previously postponed or canceled while they were working on managing their debt.

What was the methodology for this report?

Resonate AI-powered data has the most updated, comprehensive consumer intelligence available today: 15,000+ attributes scaled to 250 million individual profiles, easily accessible in our marketer-friendly Resonate Elements data sets. On a continuous basis, we ask consumers how they feel about recent events and that data is added to rAI our AI-data engine that was generated to create this report. For this report, we collected data from November 25, 2024 through January 6, 2025.

The post Featured in Street Fight: Report: Consumers Have Less Debt, More Uncertainty appeared first on Resonate.

“We continue to accelerate our path to growth by welcoming Dean to the Resonate Product leadership team,” said Bryan Gernert, Resonate CEO. “His deep expertise in data science, coupled with his proven track record of success in leading and growing organizations on the forefront of technology will be instrumental as we continue to scale our data, platform and analytical services to deliver unparalleled value to our clients.”

Prior to joining Resonate, Dean served as Vice President of Growth at Kalepa, an insurtech startup, where he successfully built and delivered AI-powered underwriting solutions for the commercial insurance market. Before Kalepa, Dean held senior leadership roles at Mastercard Data & Services, following the company’s acquisition of Applied Predictive Technologies (APT), where he led the Chicago business and played a key role in scaling their analytics platform. At Mastercard, Dean spearheaded the integration of APT’s Test & Learn platform into Mastercard’s global suite of data-driven decision tools, working with Fortune 500 clients across various industries, including restaurants, financial services, and hospitality.

Beyond his corporate roles, Dean serves as an executive in residence and guest lecturer at the School of Data Science at the University of Virginia, sharing his expertise in analytics and AI-driven decision-making. He graduated from the University of Virginia as a Jefferson Scholar with degrees in physics and economics.

View the press release here.

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1. In what ways can natural language processing capabilities in audience segmentation tools improve the efficiency of market research?

Natural language processing allows users to analyze and segment large datasets based on user intent in short periods of time, reducing the need for manually filtering audience attributes. NLP tools can generate complex audience expressions, saving marketers time while also improving precision and efficiency. This way, users can uncover consumer insights faster, leading to high-quality data-driven marketing strategies.

2. What are the implications of rapid audience segmentation on real-time marketing campaigns and customer outreach efforts?

By utilizing audience segmentation within seconds, marketing efforts become more agile with real-time data. Marketers are given the opportunity to react to rapidly changing consumer behaviors to launch more targeted campaigns and better align their messaging. The speed of the segmentation efforts allows brands to engage with the right audiences at the right time to encourage customer engagement.

3. How can organizations ensure the ethical use of AI-powered audience segmentation tools in their marketing practices?

Organizations need to prioritize data minimization, which uses only necessary data, pseudonymized and cached where possible, following compliance regulations, and maintaining some form of human oversight. When using AI-powered tools for marketing, transparency and consumer consent remains a key factor in data sourcing along with proper licensing to build trust. AI guardrails have been installed in the U.S. to prevent the misuse of personal data. Each state’s data privacy law is considering AI now as more organizations adopt these tools, so marketers need to leverage AI responsibly to avoid going down a slippery slope.

4. What training and skill development are necessary to effectively utilize AI-driven audience segmentation tools?

Building audiences can be extremely time-consuming and usually requires an understanding of Boolean terms and how to find exactly what you’re looking for using them. Ideally, AI-driven audience segmentation tools should be intuitive and simple to learn for marketers of all different skill levels. We made sure that Resonate’s rAI-powered Audience Builder gives users simple natural language prompts so that anyone can quickly and seamlessly create custom audience personas. Users can simply type in plain English what audience they want to create and rAI-powered Audience Builder will select the most appropriate attributes and build the Boolean logic-based audience expression for them with a single click.

5. What are the potential challenges and solutions in integrating AI-powered audience builders into existing data analytics frameworks?

General concerns about integrating AI-powered audience builders with existing data analytics frameworks include data compatibility, scalability and integration complexity – but all have simple solutions. For example, integration complexity can be reduced by using middleware or APIs to help facilitate communication between two different systems.

AI tools, including AI-powered audience builders, are only as strong as the data they are given. Resonate has been perfecting its AI-powered models for more than a decade to be able to predict and deliver the most comprehensive, updated understanding of consumer behavior. That’s why implementing practices like data minimization, hashing and pseudonymizing data are so important to start with. They lower levels of data bias and give marketers confidence in the ethical nature of the data they receive.

6. How can AI-powered audience segmentation tools be customized to meet the unique needs of different sectors?

The beauty of tools like rAI-powered Audience Builder is that it allows users to build complex, tailored audiences quickly and efficiently. Building complex audiences used to take hours, but rAI-powered Audience Builder creates them in seconds. This type of tool allows marketers across industries to dive deeper into strategy and the audiences they want to reach, creating potential to reach untapped or nuanced audiences and markets. It can also help find aspirational audiences to use in developing messaging strategy by using broad audience descriptors such as, “build an audience of people who like a lot of excitement in their lives.”

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RESTON, Va., Feb. 11, 2025 /PRNewswire/ — Resonate, the leader in predictive consumer intelligence, today released its Spring 2025 Outlook Consumer Trends Report, revealing significant shifts in American consumer behavior as financial stability improves for many. For the first time in over a year, more Americans report being debt-free and in better financial shape, sparking changes in spending priorities. The report highlights key trends shaping the consumer landscape in 2025:

• Improved Financial Health: A growing number of Americans are experiencing financial stability, with a marked decline in consumer debt levels for the first time since November 2023.
  
  
• Shifting Spending Priorities: With increased disposable income, consumers are focusing on home improvements and major purchases in the coming months.
  
  
• Staycation Surge: About 40% of Americans plan to stay closer to home this summer, favoring home-based leisure activities.
  
  
• Persistent Broad Economic Concerns: Despite improved finances, respondents expressed concerns about healthcare costs, poor leadership, and government corruption, and a record 42.5% of Americans now believe the economy will never fully recover to pre-pandemic levels.

“The Resonate Consumer Trends Report provides real-time valuable insights into the evolving consumer landscape providing brands & retailers the intel they need to optimize marketing efforts,” said Bryan Gernert, CEO of Resonate. “Understanding how these shifts are impacting spending habits and overall consumer sentiment trends is crucial for businesses seeking to adapt their strategies and drive growth during economic uncertainty.”

View a presentation of the findings in the Summer 2024 Outlook Resonate Consumer Trends Report here.

View the press release here.

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The rAI-powered Audience Builder allows users to generate complex, tailored audiences with unprecedented ease and speed. By using natural language prompts, marketers can now create sophisticated audience segments in seconds, eliminating the need for manual searches through thousands of attributes.

“Our rAI-powered Audience Builder is a game-changer for marketers and insights and data professionals,” said Bryan Gernert, CEO of Resonate. “We’ve transformed a process that once took hours into one that takes mere seconds, while simultaneously improving the quality and relevance of the resulting audiences to help brands propel customer lifetime value.”

Key features of the Resonate Audience Builder include:

• AI-Powered precision: Leveraging Resonate’s proprietary AI model rAI, the tool analyzes thousands of consumer attributes to instantly create highly targeted audience segments for insights and activation.
• Intuitive interface: Users can generate custom audiences with simple natural language prompts, empowering users of all expertise levels to build nuanced audience personas for meaningful insights.
• Time-saving technology: The tool significantly reduces the time required to build complex audiences, turning hours of work into a matter of seconds.

Resonate’s commitment to innovation in AI-powered consumer intelligence continues to set new industry standards. The rAI-powered Resonate Audience Builder is now available to all Resonate Ignite platform users. For more information about Resonate and the rAI-powered Resonate Audience Builder, visit www.resonate.com.

View the press release here.

The post Resonate Launches rAI-powered Audience Builder, Revolutionizing Market Research with Advanced AI Technology to Transform Audience Insights and Activation appeared first on Resonate.

With a history of success in scaling early-stage, mid-stage, and Fortune 500 companies, he brings a wealth of expertise to Resonate as the company embarks on an ambitious new phase of expansion, enhancing its consumer data and intelligence offerings to serve an ever-growing client base.

“We are excited to welcome Chris to the Resonate team,” said Bryan Gernert, CEO of Resonate. “His deep expertise in consumer data and analytics and strength in scaling sales teams and driving revenue growth maps with our vision for the future. We are confident that his leadership will continue to accelerate our expansion in the consumer data and intelligence space.”

McArdle’s career includes driving growth across publicly traded, private equity, and venture capital-backed organizations. Prior to joining Resonate, he held senior leadership roles at NextEra Energy Investments, Smartly.io, and Neustar, Inc., where he led the Global Marketing Solutions

“I am thrilled to join Resonate at this key moment in the company’s growth journey,” says McArdle. “Resonate’s deep consumer data and innovative predictive modeling and analytical capabilities are truly game-changing, and I look forward to leveraging my experience to accelerate our growth and deliver even greater value to our clients.”

Resonate continues to set the standard for consumer intelligence, empowering brands and agencies to understand and engage audiences to drive revenue throughout the customer lifecycle.

View the press release here.

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RESTON, VA., Jan. 13, 2025 /PRNewswire/ – Resonate, the leader in predictive consumer intelligence, today announced the release of its annual State of the Consumer report, highlighting key trends and consumer behaviors that will shape 2025.  

The report, powered by Resonate’s proprietary AI technology and models known as rAI, provides an in-depth look at prevailing consumer trends and their impact on the year ahead. 

“We leverage advanced predictive technologies to decode complex consumer behaviors with unprecedented precision,” said Bryan Gernert, Resonate CEO. “By harnessing our proprietary AI, rAI, to predict emerging trends, identify consumer behavior and provide hyper-personalized insights, we’re transforming how brands acquire and grow customers in 2025.”

The report identifies five major trends impacting consumers in 2025: 

• Economic Stress Relief: Consumers seek respite from financial pressures, with 73% of indebted consumers feeling better about managing their finances. 

• Increased Brand Loyalty Program Participation: Despite a 2024 trend of decreased brand loyalty, consumers who participate in loyalty programs are expected to increase their engagement. 

• Social Media Growth: Despite negative press, social media usage is projected to increase by 10%, with platforms evolving into entertainment and shopping hubs. 

• Personalization vs. Privacy: Consumers will continue to expect personalized experiences while demanding stronger privacy protections. 

• Decline in Consumer Activism: 60% of consumers are expected to disengage from “cancel culture,” with interest in brand activism steadily declining. 

The report also highlights three key consumer groups for 2025: the Always-On Gamer, the Wellness-Focused Consumer, and the Privacy-Focused Consumer. 

Resonate’s State of the Consumer report offers valuable insights for marketers navigating the complex landscape of consumer behavior in 2025.  

The full report is available through Resonate’s website here. 

View the press release here.

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Read the full article

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The company’s ability to process and analyze vast amounts of real-time data correctly predicted the winner and provided precise forecasts down to the zip code level in several key battleground states, including Georgia, and Pennsylvania, while identifying significant shifts in voter sentiment, including a substantial move away from the Democratic Party in traditionally blue states like Maryland. Additionally, Resonate’s technology accurately gauged the minimal impact on Republican support following the high-profile Madison Square Garden rally. 

“rAI was purpose-built to predict consumer behavior, whether that behavior is buying an electric car or shopping sustainably or voting. When you think about the most uniquely challenging, complex and dynamic situations, involving human emotion and behavior, this year’s US Presidential election is a perfect proving ground” says Bryan Gernert, Resonate CEO. “Successfully predicting the 2024 presidential election for the third time further solidifies our position as a leader in AI-powered consumer intelligence solutions. No other data companies dare to take on this challenge.”  

Resonate will continue to analyze the final results as they become available and provide updates on any significant developments.  

Read more about Resonate’s predictive consumer intelligence solutions and AI infrastructure, rAI.  

The post Resonate, the Leader in Predictive Consumer Intelligence, Successfully Predicts Presidential Outcome for Third Consecutive Election appeared first on Resonate.

Resonate’s proprietary AI-models have accurately predicted past two Presidential elections 

RESTON, VA – November 5, 2024 — Resonate, the leader in predictive consumer and voter intelligence, has predicted Trump as the winner of the 2024 Presidential Election in the final day of a volatile and dynamic election cycle. 

According to Resonate’s data, which is refreshed daily to capture real-time shifts in voter sentiment, Trump currently holds a razor-thin projected Electoral College advantage of 270-268, though several key states like Iowa, Pennsylvania, and Georgia, are only leaning Republican. While Trump has narrow leads in those states, the number of likely voters who remain undecided and will make their decision at the ballot box today is larger than his margin in PA, IA, and GA. A decisive victory for Harris among late deciders could flip the projected narrow lead for Trump into a significant win for Harris.  

The final outcome will hinge on these undecided voters where even small shifts could determine the winner based on key issues. 

While Trump is likely to hold Texas, the state is surprisingly close. Resonate data has identified key issues like abortion rights are emerging as a decisive factor for voters in states that have implemented full bans or had full bans that were subsequently overturned. However, this shift alone may not be enough to flip strongly Republican-leaning states, though it is making several races surprisingly more competitive than initially expected. Related to abortion rights and other key issues, Resonate’s data anticipates Arizona to go to Harris.

Resonate’s methodology uses a proprietary, privacy-safe AI infrastructure, rAI, that analyzes trillions of anonymized online data points daily across 250 million U.S. adults. This predictive approach enabled Resonate to accurately project the outcomes of the past two presidential elections down to specific states, counties and zip codes including accurately predicting the popular vote within 13,000 votes in Georgia in 2020. In 2020, Resonate also correctly forecasted Biden’s win and uniquely predicted his victory in Nebraska —the second such win for a Democrat in the state. The company also anticipated his 55% share of the vote in Miami-Dade County.  

In 2016, two weeks prior to the election, Resonate rAI technology detected shifts in voter intention following the Comey email announcement, causing Resonate to adjust its prediction from a win for Clinton to a win for Trump. 

“Polls are a static snapshot of a moment in time of small sample of individuals. They are often less accurate because of the difficulty in capturing evolving public sentiment,” says Resonate CEO Bryan Gernert. “They can be compromised by a number of factors, including the willingness of people to say what they truly think about certain issues or candidates. Conversely, AI-powered data is real-time, dynamic, and incredibly precise.” 

The post Resonate, the Leader in AI-Powered Predictive Consumer Intelligence, Predicts 2024 Presidential Election Will be Won by Razor-Thin Margin appeared first on Resonate.

RESTON, VA – October 7, 2024 — Resonate, a leader in predictive consumer intelligence, today announced the launch of a groundbreaking suite of AI-powered solutions that will redefine how brands understand and engage with their customers and prospects. These rAI-Enabled Solutions are driven by Resonate’s proprietary AI infrastructure, enabling unmatched precision, predictive modeling capabilities, and real-time insights that empower marketers, analysts, and data scientists to make faster, smarter decisions. Additionally, rAI transforms any ground truth into actionable insights, quickly and cost-effectively answering questions about individuals while seamlessly connecting deep consumer understanding to marketing execution, delivering superior outcomes unmatched by competitors.

The Suite offers three major AI-powered tools to help brands maximize customer lifetime value and drive growth: rAI-powered Predictive Modeling, rAI-powered Data Install for Website Personalization and Resonate Embeddings.

The Predictive Modeling solution redefines the strategic technique that typically requires hiring teams and costly investments to ensure the appropriate models are being implemented.  By combining Resonate’s proprietary behavioral data with AI models, this solution can detect customer behaviors such as churn risk and high value customer identification, enabling brands to improve targeting, customer lifecycle management and revenue growth. 

Resonate’s rAI-Powered Data Install for Website Personalization enhances engagement and conversions by delivering continuously updated consumer data, enabling real-time personalization for website visitors on first touch. This solution not only improves conversion rates but also fosters deeper customer connections, offering brands a more effective way to convert leads and elevate their overall online experience. 

Resonate Embeddings provides a secure, privacy-compliant 90-day digital footprint of U.S. consumers, helping brands enhance customer acquisition and retention by accurately predicting future behaviors. By integrating these data embeddings into existing models, brands can better anticipate customer needs, behaviors, and preferences, ultimately driving stronger performance. 

“The launch of these rAI Enabled Solutions is a defining moment for the market,” said Bryan Gernert, CEO of Resonate. “We’re transforming how marketers understand, model and engage consumers by leveraging our proprietary AI infrastructure and unmatched data to provide a comprehensive, dynamic, view of consumer behavior — delivering results within 72 hours. This goes beyond data and insights; it’s about precision, accuracy, and speed to action that empowers clients to anticipate and respond to consumer needs in real-time. For a fraction of the time and cost of current solutions, our tools offer an unparalleled ability to predict and act on future behavior, keeping our clients one step ahead.” 

For more information about Resonate’s rAI-Enabled Solutions, visit  resonate.com. 

The post Resonate Introduces a Revolutionary Suite of AI-Powered Consumer Data and Intelligence Solutions Delivering Unmatched Speed and Precision, and Predictive Modeling appeared first on Resonate.

Digital advertising is becoming increasingly complex, and honestly, this won’t change for some time. While the advertising ecosystem is strategically preparing for the long haul, peak season is upon us and before you know it, summer will be gone.

With transparency and media quality at the top of publishers’ minds, it will be interesting to see how Q4 plays out. External factors such as Google’s decision to maintain third-party cookies are only further complicating things.

For brands, brand safety is a major concern, especially during election season like this one where advertisers are projected to spend over $12B on ads across all channels. With brands opting out of placing ads next to election content, or news entirely, the question arises, what do brands have to be afraid of?

At the recent AdMonsters Publisher Forum in Boston, Jana Meron, the newly appointed VP of Revenue Operations and Data at The Washington Post, challenged the conventional wisdom around news and brand safety. Speaking to a packed room of publishers and tech vendors, she questioned, “Why would you avoid reaching this audience when they’re most engaged?”

A few years ago, an IAB study found that 84% of consumers trust brands they see in the news, which highlights the importance of addressing misconceptions about news content. Yet, despite this trust, Resonate’s Fall 2024 Consumer Trends Report tells us that consumer spending is down, which is no bueno for publishers, brands, and agencies already grappling with declining ad revenue and sales.

“The challenge continues for advertisers trying to navigate trust and brand safety,” said Jonathan Neddenriep, co-founder and CTO of Postie. “This also puts pressure on the large tech platforms to double down on ad and content safety tools, something that isn’t always a popular or easy investment (see the Meta CrowdTangle shutdown, for instance.)”

So, what’s a brand to do during times like these?

I recently moderated a webinar with Neddenriep and Bethany Bollenbacher, Customer Success Senior Team Leader at Postie, where they dropped a ton of jaw-dropping gems to help brands stay afloat. If one thing is for sure, and two things are for certain, brands should definitely incorporate direct mail into their strategies. With Postie, direct mail now offers digital capabilities like real-time reporting, website re-targeting, and targeting that exceeds even digital channels.

Here are some insights and strategies to help brands navigate holiday and election campaigns.

• Election Season: The Catalyst for Surging  Ad Rates
  During election years, the surge in political ad spending significantly impacts ad rates on major platforms like Meta and Google. The bid-based nature of these platforms intensifies competition for ad slots, driving up CPMs and CPAs. This situation is particularly challenging for ecommerce brands looking to grow during the holiday season. To navigate these fluctuations, brands should develop conservative forecasts for CPMs and explore alternative channels with more stable performance metrics. Implementing digital campaign levers like cost-capping can also help protect your budget from being drained by the rising cost of ad slots.
• Leveraging Direct Mail for Stability
  Direct mail offers a stable and predictable alternative amidst fluctuating digital ad rates. Unlike digital channels, where ad placements can be unpredictable and subject to sudden rate hikes, direct mail provides a consistent and reliable medium. Its ability to lock in rates and deliver steady results makes it an attractive option for brands looking to diversify their advertising strategies. Additionally, direct mail’s physical separation from digital noise can enhance brand safety—a key concern during politically charged periods.
• Develop Strong Personalization and Creative Strategies
  Personalizing direct mail is key to maximizing engagement and conversions. While basic tactics like adding a recipient’s name may have limited impact, tailoring offers relevant to the specific needs of each household can significantly boost engagement. For example, offering loyalty rewards or promoting local pickup to save on shipping can make direct mail more enticing. Additionally, tapping into the nostalgic and emotional appeal of the holiday season in your creative strategies can strengthen consumer connection and drive purchasing behavior. As Bollenbacher puts it, “Keep it warm, fuzzy, and cheesy!”
• Hone in on Your First-party Data
  First-party data remains a vital brand asset, especially as third-party data faces increasing scrutiny and regulation. By leveraging first-party data, brands can gain deeper insights into consumer behaviors and optimize their marketing efforts. Retail media networks, which capitalize on this data, are gaining traction to support both retailers’ and brands’ growth objectives. This data-driven approach enables precise targeting and personalization, enhancing overall campaign effectiveness. During a session at AdMonsters Ops titled “Retail Media In-Housing: It’s the New Wave,” speakers stressed how crowded the retail media space has become. To stand out, one strategy for RMNs is to tap into direct mail, a far less crowded medium in RMN.
• Remain Flexible to Keep up With Consumer Habits
  To run effective holiday campaigns, it’s crucial to understand and align with consumer habits. Different industries follow unique seasonal patterns, so your marketing should reflect these trends. For example, gift-giving behaviors ramp up in early Q4 while sectors like home services decline — no one wants to start a home improvement project on Thanksgiving when everyone is focused on eating. Brands can optimize their campaigns by targeting consumers at the right times and revisiting CRM strategies to encourage multiple purchases during the holiday season, boosting lifetime value.
• Understanding Publisher Concerns
  Publishers are facing a host of challenges, with transparency and diversity in advertising being especially critical for niche publishers striving to stay afloat. Media quality verification remains is also a hot topic, with industry experts debating its effectiveness. At Publisher Forum Boston, Claire Atkin from Check My Ads highlighted these issues, calling for ongoing dialogue and efficiency improvements. In this challenging environment, publishers need strong strategies to maintain and strengthen their market positions.

A Worry-free Approach to Surviving Q4

Navigating holiday campaigns during an election year requires a multifaceted approach, balancing digital and traditional channels, and better leveraging first-party data, while understanding consumer habits.

Brands and agencies must stay agile and prepare for fluctuating ad rates while optimizing strategies to cut through the political and holiday noise. Direct mail offers a stable, effective alternative, and personalized, emotionally resonant creative strategies can drive consumer engagement. Ultimately, a well-rounded, data-driven approach will empower brands to succeed even in the most challenging advertising landscapes.

The post Featured in Admonsters: Deck the Halls With Votes and Direct Mail – Mastering Holiday Campaigns in an Election Year appeared first on Resonate.

This article appeared in the Current. Read it in full here. 

On day three of the Democratic National Convention, former President Bill Clinton declared in his speech that “Democrats right now have a lot of hay in the barn…massive achievements, massive advances.” He was one of the high-profile leaders — from Oprah to the Obamas — to take the stage this week to support Kamala Harris as the Democratic presidential nominee. Behind the scenes of the convention, an army of campaign operatives stood ready to turn all that momentum — that hay — into media campaigns for the main stretch of election season.

Harris’ ascension to the top of the ticket has injected new energy into the party, evident across conversations at every happy hour event here in Chicago. Still, with U.S. Election day two and a half months away, many across the party want to keep that momentum going, knowing 70% of advertising spend is projected to activate between Labor Day and Election Day, according to AdImpact.

The Current spoke with Democratic operatives on the ground who specialize in running media campaigns — from fundraising to planning to measurement — for an inside view of the 2024 political advertising playbook. The key strategies speak to the importance of streaming platforms, with Harris’ campaign putting more money into digital advertising than the Trump campaign; reaching beyond voter files to target potentially swayable audiences; and using the real-time capabilities of digital advertising to change campaign strategies when needed.

“What we’ve seen in some of the data is there are a great group of people that are up for grabs,” Bob Brennan, vice president of political and advocacy partnerships at consumer data and intelligence company Resonate, tells The Current.

Resonate correctly predicted the outcomes of the 2016 and 2020 presidential elections, with Brennan noting there’s been a big uptick in excitement for Harris.

“That anti-MAGA majority that we crafted were people that either voted for Hillary Clinton in 2016 or Joe Biden in 2020 but didn’t want Biden to run again. For example, in Pennsylvania, Biden was only consolidating around 65% of the vote and he wasn’t going to be able to win. Those people care about a lot of issues [and] Kamala Harris is so well positioned to go out and get them,” Brennan says.

Finding those potential voters in the seemingly partisan world is not an easy task to take on, but Democratic leaders think it is possible. A recent poll from FiveThirtyEight found Harris is polling at 5% higher than Biden overall since he dropped out and 9% higher among Independents.

The New York Times reported earlier this week that Harris’ campaign has reserved $370 million in advertising that will start after Labor Day, including $200 million in digital spend. Harris’ team believes this is the largest digital ad reservation ever in American politics.

“It’s very exciting and it really does reflect a change in consumption,” Alec Eskind, senior digital strategist at political agency AL Media Strategy, tells The Current. The firm has worked on ads for Presidents Barack Obama and Joe Biden. “We’ve seen such a shift, and it’s been dramatic. I think political consultants are finally moving away from broadcast and cable and toward digital. You can use your resources more efficiently and I think you’re reaching more and different kinds of people.”

Eskind says while most of the advertising spend is activated in the final two months of election season, the secret to success is the work in the final weeks of summer to prepare for when media plans launch. Political advertising has been historically slower to adopt the monumental shifts from traditional TV to streaming, with traditional TV projected to make up 57% of total political spend in 2024, according to Emarketer. U.S. political streaming ad spend is projected to climb a staggering 600% from 2020 to 2024, to $1.56 billion.

That’s a sea change, according to Harris’ campaign manager Quentin Fulks. The 46% of spend going into traditional television in this blitz for the Harris campaign, according to The New York Times, is far different from the nearly 80% on TV that Biden initially reserved in 2020.

“This is a modern campaign in 2024, and we’re not just stuck in the times of old, where 80% of the budget has to be on television,” Fulks, told The New York Times.

Moving toward streaming can give the ability for political marketers to frequency cap audiences and broaden the types of people they’re reaching, which Eskind says is not possible through traditional TV. In fact, 31% of swing voters are only reachable through streaming, double the number of people only available through linear TV, according to Cross Screen Media.

Moving past the voter file

Two tactics that Eskind pointed to as exciting are automatic content recognition (ACR) conquesting and ZIP code targeting. A|L Media Strategy uses ACR data to see what audiences have seen Republican ads. It then applies those segments to run ads against them so that those audiences see Democratic ads, exposing the exact people that Republicans are talking to. Conquesting has existed outside of the political space, as brands in verticals like CPG have used it to advertise against audiences their rivals are also activating on.

With ZIP code targeting, agencies can move beyond voter file match lists, which historically have been the primary identifier of voters. Segments like highest density of older people or younger people can be created to more precisely target new sets of potential voters. Eskind and Liz Bennett, partner at Democratic agency Middle Seat, both say match rates for voter files are declining as more political restrictions have been put in following the 2016 election season.

To combat that, Eskind says, “expanding the targeting out and being more inclusive is really important and something that we’re doing.”

“You have to increase the match rate by going and thinking about this person in different ways,”Bennett tells The Current. “Targeting them in different ways, whether that’s by behavior or platform. You can overcome that you’ve only matched something like 20% of your list. What does that other 80% look like and how do you find that other portion?”

Harris brings in record fundraising

Agencies like Middle Seat and MissionWired, which place a big focus on raising money, map audience segments for potential donors past voter files as well. Reuters recently reported that the Harris campaign has raised around $500 million in the month since she became the presumptive candidate, a number that Reuters reports is an “unprecedented money haul.”

Nat Binns and Ambika Subramanyam, partner and president of agency at Mission Wired, respectively, both say they’ve never seen so many first-time donors, coming from everywhere. These donors also donate down the ballot to races across the country.

“We’ve seen such a shift, and it’s been dramatic. I think political consultants are finally moving away from broadcast and cable and towards digital.”

Alec Eskind, senior digital strategist, A|L Media Strategy

The post Featured in the Current: Inside Political Marketers’ Strategies to get Democrats Elected appeared first on Resonate.

At a fundamental level, Prime Day is driven by gamification principles. The sales event is only available to a select group of people (Prime members) and they only have two days to sift through Amazon’s extensive network of sellers and deep inventory assortment to find the best possible deals.

The core mechanics of the holiday activate all kinds of emotions — excitement, urgency, even anxiety — that rev up customers and inspire them to shop. This is a strategy that all brands, but especially Amazon sellers, can benefit from, according to Ericka McCoy, CMO at Resonate.

“The gamification of Prime Day is something that brands and retailers can replicate,” McCoy said in an interview with Retail TouchPoints. “We saw in our data that these are not low-cost shoppers versus, say, Walmart. However, they are trying to see if they are going to get a better price on the things they have been looking at — things that are likely already in their cart. Because when you look at the products in their carts, it’s things that are unique or innovative, even fun. This is telling me that this audience was a shopper that was playing along.”

The post Featured in Retail TouchPoint’s Report: Prime Day and Beyond appeared first on Resonate.

RESTON, Va., July 26, 2024 /PRNewswire/ — Resonate, the leader in AI-powered consumer and voter data and intelligence, today announced Resonate Segments, a suite of more than 1,000 audience segments, is now available for immediate activation within the Yahoo DSP (demand side platform). Resonate’s direct integration with Yahoo ConnectID enables advertisers to future-proof targeting for the shifting identity landscape and activate Resonate’s data across devices.

Resonate Segments are refreshed weekly, delivering real-time insights into consumer preferences and buying intent across industries. Numbered at 1,000 segments and growing, Resonate Segments lets marketers pick from off-the-shelf audiences or create niche Custom Audiences leveraging Resonate’s 15,000+ attributes to personalize campaigns and boost performance.

Ready-to-activate Segments audiences include:

Premium Political & Advocacy Audiences: now available for the first time ever in DSP’s: voting behaviors, propensity to vote, party affiliation and more.

In-Market/Intender Audiences: Segments based on interests across various categories, such as tech, sports, travel and more.

Shopper Audiences: Shopping behaviors and brands, including general retail, apparel, and financial services.

Premium Health Audiences: Premium Health Audiences including health conditions, health behaviors, healthy living and more.

Yahoo takes an integrated approach to identity across every digital environment. Yahoo Identity Solutions, which include Yahoo ConnectID and Next-Gen Solutions, account for both addressable and non-addressable inventory. Yahoo ConnectID for addressable inventory is powered by Yahoo’s consent-based, first-party and partner data, and today reaches nearly 205M authenticated users in the U.S. The solution has been adopted by nearly 50,000 publisher domains and is interoperable with 35+ of the industry’s top data platforms.

“Due to tighter margins and evolving consumer behavior, marketers need access to powerful data – fast,” says Bryan Gernert, CEO of Resonate. “That’s why we’re excited to announce our partnership with Yahoo. This integration brings Resonate’s rich, real-time AI-powered audience targeting data directly to Yahoo DSP users. With no separate subscriptions required, Yahoo DSP users can now leverage this powerful data within their existing platform, reaching the perfect audience with unmatched speed and efficiency.”

“We are thrilled to have Resonate Segments available via the Yahoo DSP to further empower advertisers with rich data,” said Giovanni Gardelli, VP, ads data products at Yahoo. “With an ever-changing identity landscape, it is important that we all work together to find solutions that help set up advertisers for success. The integration of Resonate and Yahoo ConnectID future-proofs advertisers’ media campaigns and enables them to keep delivering relevant and meaningful experiences despite signal loss.”

Learn more about Resonate Segments here.

The post Resonate and Yahoo DSP Take Audience Targeting to the Next Level with the Launch of Syndicated Segments appeared first on Resonate.

With about 100 days until Election Day, politically focused AI startups see the flourishing technology as a way to help national and local candidates quickly react to unexpected change — while also putting the right guardrails in place.

Since privately launching this past spring, BattlegroundAI has helped state- and local-level candidates create YouTube scripts, social content and digital ads using generative AI. Powered by top large language models — including Gemini, ChatGPT, and Claude — BattlegroundAI’s platform is helping solo campaigns and small organizations benefit from top AI models to craft content and analyze data quickly and at scale.

The post Featured in Digiday: AI Briefing: How political startups are helping small political campaigns scale content and ads with AI appeared first on Resonate.

RESTON, Va., July 23, 2024 /PRNewswire/ — Resonate, the leader in AI-powered voter data and intelligence, has released its highly anticipated Voter Landscape Report ahead of the 2024 presidential election. The research represents a leap forward in how segmentation is conducted, replacing time-consuming manual processes or costly consultancy firms with precise findings generated through rAI, Resonate’s powerful AI data engine. Leveraging four primary data sources, including the nation’s largest continuous voter study, and analyzing thousands of data points on today’s most relevant political and policy issues, Resonate identified 10 unique voter segments crucial for campaigns to target and engage as they race to the finish line of the election cycle.

“With the political landscape rapidly shifting by the day, it is now more critical than ever to effectively engage persuadable voter segments from both parties to succeed in the 2024 presidential election,” said Bryan Gernert, CEO of Resonate. “This election will be won by those who best understand the voter and our insights, with more than 2,300 political data attributes, give campaigns a decisive advantage.”

Resonate’s precise, AI-powered data, which has accurately predicted the results of several previous elections, provides campaigns with critical voter insights as the candidate landscape evolves. Armed with voter intelligence and powered with accurate media targeting data, Resonate ensures voters are accurately reached as their sentiment, behaviors and media consumption continuously evolve.  By providing thousands of individual-level insights on every eligible voter — from party affiliation and policy positions to psychological drivers and personal values — these voter segments and any custom segments are available for immediate activation, allowing campaigns to connect with voters on the issues that matter most, exactly when it matters most.

The Resonate 2024 Voter Landscape segments are:

• Progressive Professionals: Left-leaning individuals focused on mental health care, climate change, and poverty, married with high incomes and white-collar jobs, active on LinkedIn, Reddit, and NextDoor, supporting policies like increased taxes on capital gains and universal background checks for guns, with an 81% approval of the Biden administration.
• Safety-Net Seniors: Left-leaning retirees prioritizing climate change and veterans’ support, preferring traditional media, supporting policies like Social Security cuts and new gun regulations, strongly endorsing Medicare and Social Security, with an 88% approval of the Biden administration.
• Cynical Centrists: Socially conservative, fiscally moderate left-leaning Millennials in urban areas, prioritizing faith, family, and blue-collar jobs, concerned about tax increases, holding strong views on pro-life policies and parental control in education, with less focus on healthcare and workers’ rights.
• Money-Minded Undecideds: Retired Boomer homemakers with incomes under $25K, prioritizing ethical shopping and bargain hunting, supporting policies on entitlements, healthcare, and strict gun control, advocating for affordable prescription drugs and increased corporate regulation.
• Cyber Crusaders: Affluent, educated Millennials, often business owners with incomes over $150K, prioritizing religious services, travel, and social media engagement, supporting views like abolishing the death penalty, student loan forgiveness, and zoning laws for multi-family homes.
• Gen-Z Zealots: Gen Z students heavily engaged with smartphones and social media, supporting pro-choice and LGBTQ+ brands, advocating for environmental regulations, and backing policies including abortion rights, student loan cancellation, higher minimum wage, new gun regulations, and equality issues.
• Non-Voting Neutrals: Politically disengaged Gen Xers, unregistered to vote, lacking strong political opinions, facing rising costs with minimal media and social platform engagement, attributing inflation to reliance on government benefits rather than work.
• National Debt Hawks: Right-leaning Gen X professionals in white-collar roles with incomes over $150K, engaging with LinkedIn and traditional media, concerned about partisan politics, national debt, and supporting US military aid to Israel and Ukraine while opposing Trump’s 2024 candidacy.
• Family-First Millennials: Diverse GOP Millennial parents passionate about mental healthcare and supporting underprivileged youth, engaging heavily with social media, and supporting policies including education, job creation, tax cuts, healthcare reform, and family support.
• Immigration Conservative Enforcers: Retired Boomer conservative Protestants with incomes of $25K–$50K, supporting pro-Israel brands and prioritizing cancer research and veteran care, advocating for immigration and defense policies, stricter borders, fossil fuel production, abortion bans, and active in voting.

Learn more about the findings of the report in a live presentation Wednesday, July 24 at 2pm EST. Register online here.

The post Resonate Unveils 2024 Voter Landscape Report Highlighting 10 Key Voter Segments for Presidential Election Strategies appeared first on Resonate.

Millions of Americans are “very concerned” about the health and fitness of President Joe Biden as well as presumptive Republican nominee Donald Trump, according to a new analysis by Resonate.

Those concerns, though, will likely weigh more heavily on as many as 5 million independent voters who might lean toward Biden in November, the AI-powered consumer data and intelligence company wrote Thursday.

Resonate released a report exclusively to USA TODAY shortly before Biden held a press conference where he hoped to persuade more Americans that his debate performance two weeks ago was an anomaly. Trump is just days away from accepting the Republican nomination at the national convention.

Joe Biden is old. So is Donald Trump. So are millions of other American workers.

Worries about Trump’s and Biden’s fitness rise with Americans’ ages

More than half of Americans with “very” or “extreme” concern about Donald Trump’s health and fitness are 55 or older.

Resonate’s process is unlike typical polling that extrapolates the pulse of American voters from a few hundred or thousand responses. The company uses its AI-modeling system to develop insights on about 250 million people. It’s expansive data set includes more than 4 trillion bits of information that create a detailed profile including everything from demographics and psychographics to why people make the decisions they do.

“Resonate’s advanced technology delivers the most comprehensive, updated understanding of any audience at scale,” Ericka McCoy, Resonate’s chief marketing officer, said in an email. “We have successfully predicted the last two presidential elections, down to key states like Michigan and Florida.”

It’s not my candidate. Its yours.

Perhaps not surprisingly Republicans and Democrats are split on which candidate’s health and fitness we should worry about. If you voted for Biden in 2020, you’re mostly likely “very concerned” about Trump’s health and vice versa.

Americans’ concerns about the candidates’ fitness align with their parties:

Also, not surprisingly: Even intense health and fitness concerns wouldn’t move the needle for either Democrats or Republicans, Resonate predicts. Independent votes, though, might be swayed for and against both candidates.

Resonate estimates 37 million more voters are concerned about Biden’s health than Trump’s, which the analysis says “poses a significant risk for Biden, particularly among independent and third-party voters.”

Among Independents intensely concerned about Biden, 30% intend to vote for Trump while 15% remain undecided.

How much either candidate’s health and fitness concerns will shift voters’ choices in November may be up for debate, but traditional polling also suggests there’s been a slight shift.

Following Biden’s faltering debate performance, Trump took a lead – although not decisive – in a USA TODAY/Suffolk University Poll of 1,000 registered voters conducted by landline and cell phone.

In a similar USA TODAY/Suffolk poll taken in May, the candidates were tied with 37% of the vote. Following the June 27 debate, the June 28-June 30 poll tilted in Trump’s favor 41-38.

Another finding from that poll raised redder flags for Biden and, perhaps, the election: 41% of Democrats said they wanted Biden replaced at the top of the Democratic ticket.

The post Featured in USA Today: Biden’s fitness worries Americans. But, numbers show voters concerned about Trump, too appeared first on Resonate.

RESTON, Va., June 18, 2024 /PRNewswire/ — Resonate, a pioneer in AI-driven consumer data and intelligence, today released the results of its summer 2024 reports on consumer and voter trends that show a shift in sentiment as fatigued Americans are ready to trade in years of mounting worry for a summer respite.

For the first time in several years, Resonate recorded an 18% increase in the number of people reporting they have no worries for the next six months, one of several key findings in its latest Consumer Trends Report, drawn from surveys and AI-powered insights across the US adult population. However, the data also shows a population that is still much more price conscious and a lot less loyal to their favorite brands. Notably, marketers should be mindful of the growing number of people (38.8%) that continue to blame corporations for inflation.

While people seem to be adjusting to increased prices with spending and saving habits remaining mostly the same, they are at the same time finding ways to pull back, like seeking cheaper alternatives and switching stores or brands to save money. Other takeaways include:

• The vast majority of people (97.5%) report taking action as a result of experiencing higher prices.
• Americans are more conservative in their spending with 24.6% of people reporting that they’ve cut back on or cut out all non-essential purchases.
• People are decreasing putting off buying cars and homes, but improvement projects and major household purchases are still on pause for 34.5% of respondents.
• Brand loyalty is down, and more people are looking for a deal above all.
• Over the last year, luxury spending has decreased 38% and consumers are going out 7% less.
• At the same time, 25% of people reported an increase of going into debt or dipping into savings to cover expenses.
• In the last 3 months, there’s been a 4% increase in consumers cutting some but not all essential expenses with 26% reporting they are cutting out all non-essential expenses.
• Additionally, despite the summer travel season, Americans are spending less is on travel with 46.9% indicating a reduction over last year and 38.8% plan to maintain budgets from last year.
• Back-to-school is also expected to take slight hit with 14.2% of respondents indicating they will cut back this year and look to use coupons and shop sales; clothing being the most important to spend money on for 70% of people.

“Our data confirms what many brands suspected, brand loyalty is down, and cost is king,” said Bryan Gernert, CEO of Resonate. “While we are seeing people adjust to rising prices and price volatility, they are increasingly looking to alternate brands and stores to help offset those increases. As purchases trend down, this kind of real-time data can help marketers understand what kind of incentives matter most to their various customer segments and what they’re most and least likely to buy right now so they can maximize the efficacy of sales and marketing campaigns.”

To download the full report, visit: https://insights.resonate.com/consumer-sentiment-during-the-coronavirus-pandemic

View a presentation of the findings and outlook in the Summer 2024 Resonate Consumer Trends Report, here.

View the press release here.

The post Resonate Data Shows Consumer Economic and Health Concerns are Stabilizing appeared first on Resonate.

In this episode of the Store Brands Spotlight podcast, Resonate CMO Ericka McCoy discusses how AI can be a powerful tool for understanding Trader Joe’s shopper base to reveal not only characteristics like income level but even dietary preferences, buying habits, political leanings and value consciousness.

Hear how deep insights like these are invaluable for brands in mapping out business strategies and tailoring product offerings to cater to the specific preferences of their customers. This targeted approach, based on deep customer understanding, fosters loyalty and keeps shoppers returning for a truly personalized shopping experience.

The post Podcast: Store Brands Spotlight – <br> The Trader Joe’s Shopper appeared first on Resonate.

RESTON, Va., April 2, 2024 (PR NEWSWIRE) — Resonate, a pioneer in AI-powered consumer data and intelligence, partners with Butler/Till, a leading independent, women-owned and led, employee-owned marketing agency, to release a report entitled The Mosaic of Women’s Whole Health: An Exploration of Physical, Mental, and Financial Health and Wellness. This primary research report explores the economic force and influence of women in healthcare decisions and is expected to disrupt the way marketers think about and connect with women in the healthcare space.

Key Research Findings: Despite Growing Economic Influence, Women’s Health is Overlooked

Powered by Resonate’s advanced AI methodology, the research report identified a diverse group of women across generations, income levels, and lifestyles highlighting the diverse tapestry of women’s experiences. A key finding of the report revealed a common thread: despite their diverse backgrounds and growing economic influence, many women feel the medical system and their healthcare providers overlook their unique needs and concerns.

The Need for More Control and Personalization in Women’s Healthcare

The research dives deep beyond demographics to reveal insights about how women spend their time and the topics they engage with, budgets, schedules, and personal values. This data is crucial to reaching them and responding to their needs effectively. This human-centered approach can bridge the gender health gap by amplifying women’s voices in research, investment opportunities, femtech development, and leadership roles within the healthcare system.

The Key to Unlocking Targeted and Tailored Consumer Healthcare Insights: AI

The data is grounded in a three-pronged research approach. The methodology started with a deep learning model that clustered groups of women by common attributes from its U.S. Consumer Study, and generated summaries for each segment using generative AI. The second step applied a genetic algorithm for further defining the segment expressions to avoid human bias. The combined outcome revealed five distinct women’s health segments revealed by Resonate’s AI-powered data engine, rAI: Family-Centered Professionals, Home Harmonizers, Joyful Explorers, Empowered Creators, and Wellness Navigators.

This innovative application of AI gives healthcare researchers, service providers, and brands a trove of insights that pave the way for solutions tailored to each woman’s unique journey toward well-being.

The full report, Mosaic of Women’s Whole Health, can be accessed here.

QUOTES:

“As a women-owned and led agency, and as a personal advocate for all women, this report hits particularly close to home for me. It serves as a catalyst for discussions and initiatives aimed at narrowing the gender health gap. By including women in research, and investment opportunities, we are able to better understand their challenges and drive effective media outreach that addresses their pain points and offers them meaningful solutions.” Kimberly Jones, President & CEO, Butler/Till

“Resonate’s AI-powered data engine rAI is not just a powerful data modeling tool; it provides a transformational approach for unlocking a new level of customer understanding, operational efficiency, and strategic decision-making. We are proud to be able to work with Butler/Till to create unprecedented opportunities for innovation and positive change in women’s health.” Bryan Gernert, CEO, Resonate

View the press release here.

The post Shattering Stereotypes: A Spotlight on Women’s Health and Wellness appeared first on Resonate.

We looked at the 2.1 M registered voters who intended to vote for Haley in the Republican primary to find out. 

While a staggering 46% say that they will voter for Donald Trump in the General Election, 19% say they will vote for a Third Party or write in another candidate’s name. This is an opportunity for Third-party political organizations to gain traction as we head into a dreaded rematch of 2020. AI-powered data reveals where Independents, Republicans and Democrats stand on who they’ll support and show that independent-minded voters will play an outsized role in this election.  

Resonate data is updated in real-time to keep pace with the 24 hour news cycle. This audience, as well as any niche audience of your choosing, is available for immediate targeting and activation across all programmatic digital channels, including CTV. Talk to a data expert today to power your campaigns with the best AI-powered voter intelligence on the market. 

The post Navigating the Post-Haley Landscape: Trump’s Nomination, Third-Party Trends, and the Rise of Independent Voters appeared first on Resonate.

Most marketers have started to discover how consumers’ personal values, political stances, and social beliefs can impact their brand loyalties. But which social issues have the greatest impact on actual purchase decisions?

Resonate’s latest wave of USA consumer research answered this question, demonstrating that consumer activism in the US continues to drive purchase behavior across a spectrum of causes.

Of all the causes evaluated, the top 3 where US consumers said brand support makes them more inclined to purchase are:

• Support for veteran and military families (37% of consumers are more inclined to purchase)
• Support or mental health awareness resources (34%)
• Commitment to environmental sustainability (29%)

At the same time, the causes that make consumers less likely to purchase from a brand are:

• Support for the Pro-Life agenda (26%)
• Support for Black Lives Matter (20%)
• Support for transgender and non-binary rights (19%)

Why brand values matter

In the wake of the societal, cultural, and racial upheavals of recent years, consumers have become increasingly conscious of the societal and environmental impacts of their purchases. They are now keen to leverage their buying power to support causes that resonate with their personal beliefs. This shift in consumer behavior has driven a growing demand for products that are sourced ethically, eco-friendly, and adhere to fair labor practices. However, this goes beyond just the products; consumers also seek transparency from brands regarding their stances on major contemporary issues.

What’s notable is that it’s hard to draw tidy conclusions from the above list of causes based on stereotypical “conservative” and “liberal” ideas. Some so-called “liberal” or “conservative” issues are more likely to drive purchase, while others are more likely to deter them. The lack of a clear dichotomy might seem surprising based on the polarization we see so commonly represented in media, but when you look deeper into consumer behavior and sentiments, you’ll see that issues are rarely black and white, nor do they easily split across party lines.

In other words, for brands looking to align their initiatives with their customers’ values, it’s not enough to assume you know what those alignments are based on top-line distinctions like political affiliation or demographics.

Consumer expectations, now and the future

To navigate this evolving landscape and meet new consumer expectations, brands must begin by understanding their customers better. Who are these individuals, and what values are most important to them? Given the multitude of potential directions when aligning with the surge in social responsibility and consumer activism, it’s prudent for company executives to pause and carefully consider their course of action.

What insights does the data offer? Where should your brand articulate and express its core values, and in what contexts should these values translate into tangible actions?

Being a purpose-driven brand isn’t a fleeting trend to ignore, nor is virtue signaling a one-size-fits-all answer. Effectively navigating this complex topic necessitates a thorough understanding of your audience’s values, psychological motivators, preferred means of expression, and other psychographics, in the context of your organization’s principles, before making a stand on any social or political issue.

Jumping on the latest hashtag inauthentically will ring hollow to your audience and put you at risk of being canceled or losing them to your competitors. When seeking to connect with consumer activists, it is paramount to ensure that you remain authentic to your brand and corporate values above all else.

The post Featured in CMO Alliance: The social causes that most influence US consumer purchase decisions appeared first on Resonate.

RESTON, Va., Feb. 02, 2024 (GLOBE NEWSWIRE) — Resonate, the pioneer of AI-driven voter data and intelligence, today released new research that identifies 10 unique voter segments that campaigns and candidates must consider as they enter the 2024 election cycle. These key voter segments are available for immediate activation across all media and digital channels, including CTV.

“The 2024 presidential election is one where a campaign’s ability to target segments of persuadable voters – swing voters, independents, segments of disillusioned voters on both sides – will be absolutely critical to victory,” said Bryan Gernert, CEO of Resonate. “Targeting based on the voter file alone won’t result in the turnout you need. Understanding and targeting Voter segments like those in the 2024 Primary Voter Landscape is your key to victory. Only Resonate’s AI-powered voter data empowers candidates with the intelligence they need to target and engage voters based on what matters most to them right now. Your campaign is destined to fail without it.”

rAI, the Resonate AI data engine, which trains on four primary data sources including data from the nation’s largest continuous voter study, analyzed thousands of data points including those related to today’s most relevant political and policy issues, segmented the entire U.S. voter file into 10 U.S. Voter segments. These segments provide critical insight for voter analysis, campaign and media planning and media activation in any digital channel including social and CTV, as well as offline targeting via data append. The Resonate 2024 Primary Voter Landscape 2024 segments are:

• Legacy Liberals (6.3% of U.S. population): Politically active, this group has a strong affinity for the Democratic Party and progressive values. They are liberal and support policies on gun control, women’s reproductive (abortion) rights, and environmental sustainability.
• Social Justice Defenders (8.9% of U.S. population): Characterized by a strong alignment with Democratic Party values and liberal or progressive ideologies, this group’s perceived U.S. threats include former President Donald Trump, MAGA Republicans and White supremacists.
• GOTV Democrats (13.4% of U.S. population): Generally aligned with Democrats, this group is less engaged with voting, focusing their energy on presidential elections and notably absent from local and non-presidential elections or primaries.
• NextGen Changemakers (9.1% of U.S. population): Democratically leaning but with a notable independent presence, this is the youngest segment (and largest representation of Gen Z). They are more likely to be single, tend to be fully employed, and have moderate to high income. Ethnically diverse, this group includes more Hispanics and Asians than most others.
• Influenceable Bystanders (8.9% of U.S. population): Ideologically this group is fairly balanced with notable representation across Independents, Democrats, and Republicans. Despite this, they are politically unengaged with most being unregistered voters.
• Unregistered Disengaged Voices (11.3% of U.S. population): This group represents those who are politically unengaged and not registered to vote. They are most likely to have a high school education or less; be unemployed, a homemaker, or working part-time; and are among those most likely to be “blue collar.”
• Issue-Driven Influenceables (22.7% of U.S. population): Ideologically this group is reasonably well-balanced across Independent, Democrats, Republicans, and other parties. Top concerns include cost of living, rising energy prices, and crime/violence or mass shootings.
• Trump-et-eers (5.5% of U.S. population): Strong supporters of former President Trump, this Republican group is satisfied with his political policies and believe strongly that he should run in 2024. Issues they care about more strongly than others include illegal immigration and increased border security, maintaining their Second Amendment rights, affordable housing, and loss of online privacy.
• America-First Patriots (10.1% of U.S. population): Decidedly conservative, this is the oldest Republican group with strong Boomer representation. While uncertain of their satisfaction with former President Trump’s personal behavior, they are more satisfied with his political policies than not.
• Homefront Traditionalists (3.8% of U.S. population): With a strong affinity toward Republican ideology, this is a family-oriented group. They are notably more likely than any others to spend with places known for a pro-life position, which aligns with being the group most focused on pro-life issues.

Read the complete findings of Resonate’s 2024 Voter Landscape research here.

Resonate’s deep history in helping political campaigns identify and target niche voter audiences has manifested in a strong track record of candidate victories. The unique voter segments identified through Resonate’s unprecedented study are now available for targeting via the Resonate platform.

View the press release here.

The post The 2024 U.S. Elections: Resonate Reveals 10 Primary Voter Segments Critical to the Election Outcome appeared first on Resonate.

RESTON, Va., Jan. 30, 2024 (GLOBE NEWSWIRE) — Resonate, a pioneer in AI-driven consumer data and intelligence, released its State of the Consumer 2024 report, which takes a first-of-its-kind, AI-powered deep dive into current buyer behaviors and motivations and the pivotal differences between two key consumer groups: ethical values-driven consumers and economic value-driven consumers – in the backdrop of turbulent economic and geopolitical times.

“We continue to evolve our use of technology in the pursuit of revealing powerful human understanding,” said Bryan Gernert, Resonate CEO. “This year’s ground-breaking consumer insights report – which explores the tug-of-war between ethical values-based and economic value-based buyer decisions – is the product of our proprietary AI Insights by rAI. Using this technology, we are able provide an in-depth look at the headspace driving these two groups of consumers and how each plays a part in the landscape for the year ahead. Whether you are a brand or agency, you can’t afford not to know the state of the consumer in 2024.”

The Resonate State of the Consumer 2024 report assesses the buying state of the American consumer in the context of current market conditions. This year’s edition provides a thorough analysis of the economic value-based consumer vs. the ethical values-based consumer to determine whether this year will be a year of value or values. Key insights into each segment include the following:

• The Economic Value-Driven Consumer (172 million U.S. adults): These consumers prioritize value—and it’s not just about being frugal. They’re worried about their household’s financial situation. They value conformity, influence, and freedom; their hobbies include cooking and arts and crafts; they’re anxious about technology and tend not to travel due to the cost of amenities and/or anxiety.
• The Ethical Values-Driven Consumer (130.4 million U.S. adults): These consumers not only care about values-driven consumption, but they’re also willing to pay more based on an important issue. These consumers are driven by their creativity and optimistic outlook. Their hobbies include yoga, running, group travel, and going to concerts, and they tend to buy organic foods and consider themselves to be early adopters and tech enthusiasts.

These insights, and others included in the State of the Consumer Report, are mined from the Resonate AI-powered data set, which includes thousands of attributes about individual consumers including psychographics, intent, values, behaviors, preferences and media consumption. To build the report, Resonate leveraged its proprietary AI engine, rAI, to segment buyers into 3 audiences using 14,000 proprietary, privacy-safe attributes. The unparalleled consumer data and resulting insights can be used throughout the customer lifecycle — from increasing the precision of predictive models to improving marketing effectiveness and media performance, to informing customer experience and preventing churn.

For a deeper dive into these new critical consumer segments, access Resonate’s full “State of the Consumer 2024” report here.

View the press release here.

The post Resonate ‘State of the Consumer’ Report Reveals New Insights for 2024 appeared first on Resonate.

Heading into the year-end holidays, worries about the economy are affecting plans. Nearly 30 percent of Americans reported feeling less financially stressed as we progressed through 2023, a feeling that had them spending on big-ticket purchases such as cars or long-awaited vacations. At the same time, Resonate data shows that they are preparing for potential economic challenges by the end of 2023.

Brands and their agencies should take note. Consumers are still spending money, but they are doing so with caution. Aligning messaging and creative with how consumers are feeling about the economy will be essential to driving sales.

The Big Holiday Spenders vs. the Holiday Savers of 2023

This year’s Holiday Spenders (those with gifting budgets over $1,000) and Holiday Savers (budgets under $500) look very different from a demographic standpoint, particularly in predictable areas like age and household income. And while demographics are important, they’re not enough. To form a brand-consumer connection that drives results, you need to go deeper.

Let’s dig into some of the most important distinctions between these two groups that can help marketers differentiate and target their holiday campaigns in meaningful ways.

Holiday Spenders

According to Resonate data, Holiday Spenders are busy and motivated by success. They are working hard to build their careers while being family-oriented and spending time with their loved ones. When it comes to shopping this holiday season, they are comfortable spending money and are willing to pay for quality products that will make their lives easier and help them stay active and healthy. In particular, their holiday wish lists include sports and fitness items; computers, tablets and smartphones; and home improvement products. They prefer products that are more likely to be luxurious, unique, and timesaving.

From a motivation standpoint, marketers should ensure their campaigns targeting Holiday Spenders align with the following:

Top Personal Values:

• Acquiring wealth and influence
• Showing abilities to be admired
• Living a life full of excitement

Driven By:

• Finding romantic love
• Exhibiting creativity
• Proving their competence

Hobbies:

• Going to the movies
• Sports gambling
• Going to theme parks

Daily Routine:

• Being physically active with family
• Making healthy, home-cooked meals

More than half (58 percent) of Holiday Spenders spend more than 20 hours a week online, and they prefer to watch their favorite streaming networks on their phone. From a social network standpoint, they’re spending their time on Nextdoor, Twitch, and X (formerly Twitter), while their favorite streaming subscriptions are Starz, Hulu (without ads), and Paramount+.

So what might turning these insights into ad creative look like? Well, we know that Holiday Spenders are on the hunt for home improvement goods this holiday season. Because this audience is active on Nextdoor, it is the perfect channel to promote a local franchise like Ace Hardware (one of this segment’s top retailers). The brand might consider targeting Spenders on the app with messaging about how convenient and timesaving shopping at Ace can be.

Holiday Savers

So, on the flip side, what’s motivating Holiday Savers this season? Resonate data shows that this group of consumers is ambitious and driven to succeed. They also are creative, expressive, and want to make a difference in the world. They have a tighter budget for holiday shopping, so they are looking for products that are affordable, sustainable, and align with their values. Their holiday wish lists include bed and bath items; movies, music, and books; and computers, tablets, and smartphones. They tend to prefer products that are more likely to be energy-efficient, sustainably produced, and family friendly.

From a motivation standpoint, marketers should ensure their campaigns targeting Holiday Savers align with the following:

Top Personal Values:

• Being in charge and directing people
• Obeying laws
• Acceptance of those who are different

Driven By:

• Exhibiting creativity
• Expressing individuality
• Proving their competence

Hobbies:

• Arts and crafts
• Exercising regularly
• Eating healthy, high-protein foods

Daily Routine:

• Athletic accomplishments
• Buying and eating nutritious

Holiday Savers use a variety of media platforms to stay informed, entertained, and connected. They use their top social networks (Discord, Twitch, and Snapchat) to chat with friends, stream live video games, and share news and opinions. Their top streaming services include Starz, Amazon Prime Video, and Hulu (with ads).

So what might turning these insights into ad creative look like? Well, we know that Holiday Savers are Reebok fans and heavy Snapchat users. The brand could target this audience with a shoe from its vegan collection to appeal to the Saver’s preference of buying sustainable products. The ad’s AR technology could allow this audience to “try on the shoes” where and when they want, appealing to their sense of individuality while giving the brand an innovative edge. 

To win this holiday season with both Spenders and Savers, brands need to fuel their holiday campaigns with comprehensive and continuously updated data. Consumers are constantly evolving and will continue to do so throughout the ever-lengthening holiday season. Now is the time to gain comprehensive insights that help keep pace with consumers across any industry.

The post Featured in Advertising Week: A Data-Driven Look at This Year’s Holiday Spenders vs. Savers appeared first on Resonate.

“We’ve had these three, acting as if the race is between the four of us…I’ve got these three guys who are all seeming to compete with, you know, Voldemort…he who shall not be named. They don’t want to talk about it,”  

That’s former Governor Chris Christie in Wednesday’s fourth and final GOP presidential primary debate talking about Trump’s refusal to share the stage with his competitors and Haley’s, Desantis’ and Ramaswamay’s refusal to criticize Trump’s absence or candidacy in general.  

Christie’s right. Trump is seemingly untouchable in the polls and no other candidate, besides Christie, is trying to actively bring him down. Trump’s biggest threat right now may just be juries and judges, not his fellow competitors. With six weeks out from the Iowa Caucus, the last debate did little if anything to change the game…  

In Iowa right now, Trump has about a 26-27% lead over DeSantis in the polls. So, should we just call it? Probably not. History suggests that Iowa breaks late, and when it comes to the caucuses, it’s not wise to leave before the clock runs out. Just ask Pete Buttigieg, who had a 25% lead in Iowa in November 2019, but ended up winning by just .1% in January 2020. If Bernie Sanders had just one more day in Iowa, that result is maybe different. Don’t believe Mayor Pete? You can ask former House Speaker and presidential candidate Newt Gingrich. Newt had a huge lead in Iowa in November 2011. It faltered in December. It was a memory by January 2012. Don’t underestimate the last minute magic that can happen on a highschool gym floor in the middle of the country… 

At Resonate, our AI-based voter models are built to track voter sentiment and shifts in real-time, nationally and at the local level in places like Iowa and New Hampshire. We like to see the last-minute big play as it develops – we’re not big on surprises. We’re in the business of not just helping our clients avoid them, but seeing these niche trends as they unfold in real time – at scale – throughout an election lifecycle and then acting on them immediately to eclipse 50% of the vote.  

Perhaps the most important part of our methodology is our models update every single night, which is what fundamentally separates us from static data resources. By taking into account the online behavioral activity (tens of billions of web events each day) of each individual-voter, our algorithms can pick up the smallest changes in voter sentiment as they occur, including shifts in candidate preference, likelihood to vote, lifestages, etc.  

So, let’s go to Iowa  

Today, Resonate is tracking an online audience of 516K registered Iowa Republicans online. For targeting purposes, we can then get this audience down to the ≈222K voters are actually likely to vote in the in their precinct caucus.  

The above visual represents an overview of the demographics, values and motivations of registered Republicans in Iowa, while benchmarking them against your average Republican nationally. Here’s a little of what we see here: 

• Iowa Republicans are more likely to accept those who are different and they most value living a life of excitement and challenges, while maintaining a good public image.  
• This is a group of people who are eager to prove their competencies, while gaining trust and respect from others.  
• The median age is 47 years old and they’re almost equal in both male and female.  

What separates Iowa Republicans politically? What are the issues the candidates should be leaning in on in the final weeks? 

Whoever is going to win Iowa better understand the above visual. If they’re at the fairs and local rotaries talking about illegal immigration or entitlement programs, then they may be wasting their breath.  

 When compared to your average likely 2024 Republican voter nationally, Iowa Republicans are: 

• 44% more likely to support pro-life issues 
• 42% more likely to support toughening law enforcement  
• 20% more likely to vote for a candidate based on social issues  
• 28% more likely to vote for a candidate based on their deficit reduction / balanced budget plan 

 The road to Iowa runs through relatability. The above insights are analyzed in real-time. These are the issues that Iowa Republican Caucus voters are coming out to hear about before the opening of the January 15 polls.  

Our online data are currently consistent with the Iowa polls, showing Trump with a nearly 30% lead. As the ground game heats up and campaigns invest in the final month’s advertising efforts, we will closely be monitoring any shifts towards or away from any candidate.  

For campaigns competing in Iowa and beyond, our models are capable of reaching primary voters where they are online with precision accuracy, with a message tailored to the values and policy positions that are informing candidate choice.

The above audiences referenced are just a few of hundreds of online voter audiences that campaigns can build, analyze and immediately activate with Resonate. Let us know what voter segments you absolutely need to win in 2024 and we’ll devise the targeting strategy that’s built to engage and persuade! 

The post The Debate, the Polls, and the Pulse of Iowa: A Closer Look at the GOP Primary Race appeared first on Resonate.

AI-driven insights are unlocking a deeper understanding of human motivation. As AI continues to evolve, it’s not only about envisioning what’s possible but actively shaping what you’re doing on a daily basis. The current state of AI in data-driven marketing opens up an exciting path toward enhanced strategies and meaningful engagement with consumers.

In this thought-provoking Data-Driven Podcast episode with Dominic Bohan, Bryan explores the current state of AI in data-driven marketing and how Resonate is helping marketers move beyond demographics and psychographics to truly understand the individual humans behind the personas. If you’re looking to stay ahead in the AI-driven world of marketing, this is a must-listen!

The post Featured in the Data-Driven Podcast: Going beyond demo & psychographics to understand human motivations appeared first on Resonate.

In a recent interview with 60 minutes, Vice President Kamala Harris guaranteed victory in 2024, despite new lows in Biden and Harris’ approval ratings and polls showing Biden in a virtual tie with Trump. 

It was a good interview and you should watch it if you haven’t already, but we were particularly interested in Harris’ thoughts about young voters and the administration’s challenges telling their story to the voters they need to win. Harris said: 

“If you poll how young people feel about the climate and the warming of our planet, it polls as one of their top concerns. When we talk about what we are doing with student loan debt, polls very high. The challenge that we have as an administration is we got to let people know who brung it to them. That’s our challenge. But it is not that the work we are doing is not very, very popular with a lot of people,” 

Harris is keenly aware that Biden needs young people to get reelected. She understands the issues they care about, but like many campaigns (up and down the ballot), the real challenges are associated with leveraging these policy synergies in a way that can actually motivate target voter segments to action. Policy congruence is just not enough.  

Campaigns need a precision targeting strategy that communicates policy alignment that’s wrapped in the values and motivations of their target audiences. Historically, that’s been a major challenge. It’s becoming less of one, if campaigns know where to look and how to activate… 

 What AI says about turning out Gen Z Voters 

A “youthquake” rocked the country during the 2022 midterms and was ultimately responsible for shifting a number of critical elections in favor of the Democrats, stabilizing the party’s control of the upper chamber. In the months leading up to that election, Resonate AI-backed voter models saw the historic role that young voters, particularly Gen Z voters, could play in pivotal midterm battlegrounds like Pennsylvania and Wisconsin. 

 A year out from the general election, we were curious what Resonate AI is saying about registered Gen Z voters online today. Here’s some of what our models are tracking: 

Our voter models track what party voters are likely currently identifying with and not what static voter files from previous cycles say. As you can imagine, these models shift in real-time based on the online behavioral activity associated with any given voter. Right now, our models show that 50% of online Gen Z registered voters identify as Democrats, while 26% identify as Independents, 20% as Republicans and 4% with a Third Party. 

Our data also show that Vice President Harris is right on the money when she says that the top issues young voters care about are student debt and climate change.  

 Our models show these are the very two issues that Gen Z voters are judging the Biden Administration on. Compared to the average registered voter online, Gen Z voters are 85% more likely to believe student debt should be a top Biden priority and 48% more likely to believe climate change should be a top Biden priority. 

Now, Harris is equally as right when she says the administration is falling short when it comes to telling their story to Gen Z about the level of work the White House has put into lowering student loan debt and combating climate change. The proof is in the data… 

Today, our AI-based real-time voter models says that 47% of Gen Z voters are still persuadable on Biden, while almost equal parts support or oppose him. 

Likeability isn’t the only problem Biden has with Gen Z. Perhaps the bigger problem is getting these 22 million online registered voters to vote in the first place. And we’re not even accounting for the other 12 million Gen Z voting aged users online who say they’re either not registered or don’t know if they’re registered or not… 

When just looking at the Gen Z voters online who say they are in fact registered, our models show that only 41% should be considered frequent voters in presidential general election years. 

So where does Biden, or any campaign that has the same problem of capitalizing on a segment they should absolutely win in big numbers (but is not guaranteed) go from here? 

For starters, you need to understand where your target voter segment is consuming media. That’s why at Resonate we have access to in-depth media consumption habit reports on broad-niche online voter audiences. For example, we know that Gen Z voters are about 130% more likely to be politically influenced on social media. We know, not a huge surprise, but that’s just the tip of the iceberg… 

 We also know that they’re much more likely to watch HBO Max (with ads). We know the 2nd, 3rd, and 4th ranked streaming services they’re watching too and whether they’re likely to have ads activated or not. We have hundreds of insights like this. We understand what channels they watch, apps they use, and where they are consuming news.  

But most importantly, campaigns need to understand the values and motivations behind the policy positions. In the case of Gen Z registered voters online, they are psychologically driven by social and professional status, peer recognition, and living an exciting life.  

 The creative and messaging needs to reflect these values. This segment is not as concerned with the current state of the economy, how the pandemic was handled, or what’s happening at the border. They’re an idealistic crowd looking to advance in a world they see as polluted, unjust, and plain old tone deaf. They yearn for an energetic, opportunistic message that addresses where they are at life, the issues they care about. A message actually worthy of their vote. We know how to deliver it and where to send it to. 

The above audiences referenced are just a few of hundreds of online voter audiences that campaigns can build, analyze and immediately activate with Resonate. Let us know what voter segments you absolutely need to win in 2024 and we’ll show you strategies that will leave no doubt.

The post Getting through to Gen Z Voters appeared first on Resonate.

When it comes to adopting new AI-driven marketing technologies, how do you measure success? What kind of training is needed? And how do you deal with concerns? These are the questions that can paralyze an organization. CEOs might have certain expectations on its usage, and it’s important for CMOs to be aligned with their approach as marketing leaders.

In this thought-provoking Data-Driven Podcast episode with Will Whitham, Bryan and Ericka discuss emerging AI capabilities for marketers as well as real-world strategies for getting aligned internally and moving projects forward. If you’re looking to position your organization for growth in an AI-driven marketing world, this podcast is a must-listen!

The post Featured in the CMO Convo Podcast: Are CMOs and CEOs aligned on the use of AI? appeared first on Resonate.

From youth voters to Republican fragmentation and the dissolution of party-first voters, here are three takeaways and the AI-driven data approach you need to take with you into the primaries and 2024.

The Youth Movement is Breaking Through

The youth are voting. Our data indicates 25% of young voters, defined as voters under 35, are excited to vote in next year’s election. In the coming days, we’ll find out what those numbers looked like this year and how they played a role in the Democratic wins. One thing is for sure, the youth movement matters and the winning party in 2024 will be the one that is able to reach them.

When traditional data looks at voting history, it misses this critical segment. Their history doesn’t matter — they didn’t necessarily vote in the last election. What matters is their intent and excitement headed to the polls. And when you consider polling data, that also neglects to take this segment into account. They don’t answer polls in the same way that older voters do. Not taking their beliefs, values, and political leanings into account means advertising and outreach is missing the mark. They care about core issues like Toughening Law Enforcement & Prosecution and Controlling Illegal Immigration, and they’re more likely to vote based on issue than on party lines than previous generations.

To get an idea of what these youth voters look like, we pulled an audience of younger voters that are excited to vote in the 2024 election. This is a segment that should be on your radar as we barrel towards 2024.

Republican Fragmentation is Going to Rock the Party

Last night showed that Republicans are missing the mark. They’re targeting the wrong people with the right message, and do not have a grasp on where their formerly core voters now stand. 

The losses in Virginia last night were a direct result of the fragmentation in the party. On one hand, you have the MAGA contingent that the party has worked hard to court. There are the older voters who are glued to broadcast TV. There are the traditional, small government republicans. Younger Republicans also exist, despite what the media may report, and they could be engaged enough to cast a ballot, if they’re not alienated. You’ll need to target them where they’re watching, like Connected TV (CTV), where they are more likely to be watching Paramount+, Peacock, and Discovery+ to name a few.

Another group is the Suburban moms. Right now, that group is scared of what the future looks like, but they’re weighing their options. They’re torn between school issues regarding parental involvement and abortion restrictions. For now, they’re choosing to vote for abortion rights. The messaging coming out of the Republican party shows that they completely miscalculated where their base stood on this issue. 

AI-driven data models within Resonate would have shown Republican campaigners that this disconnect existed. Resonate can take any polling data and determine where you need to target and where the voters actually stand. People are complicated, fragmented — and, right now, the Republican party is feeling that impact. 

A Party-First Mentality Isn’t Going to Cut It

Expanding on the Republican Party’s growing pains, it’s time to let go of the party-first mentality on both sides. People are torn on the issues and candidates no longer line up with the traditional views of Republicans and Democrats.

If you live in a highly contested state, what did your commercial breaks look like this fall? While you were trying to binge watch your favorite show, how many times were you interrupted by a political ad — and how many times was it from the other side?

Those ads do get people to vote, and sometimes that vote is because the ad motivated them to stop what they believe to be a problematic candidate. Part of your targeting strategy needs to be avoiding a situation where you’re flaming the opposition. You need to target your audience to get out the vote while also hitting persuadables with a strong message. And this isn’t always done based on party lines. You have to target based on values-based, issue-based segments; it’s not as simple as how they registered. 

At Resonate, we have the ability to target people who intend to vote based on how they’ll vote rather than voting history or party affiliation exclusively. This is not a stable election. The traditional way of targeting does not work. Real-time AI-powered insights are the only way to reach your top voters now.

The post 3 Takeaways from the 2023 Election + The End of Simple Targeting appeared first on Resonate.

RESTON, Va., Oct. 19, 2023 (GLOBE NEWSWIRE) — Resonate, the pioneer of AI-driven consumer data and intelligence, today unveiled AI Insights by rAI, a first-of-its-kind solution that applies groundbreaking generative AI capabilities to unparalleled consumer datasets to reveal precisely which consumer insights are most likely to move the needle for the organization. This new technology forever changes how insights, data, analytics, and media professionals identify the most critical data attributes when defining audiences for research, segmentation, persona development, predictive modeling and targeting.

AI Insights by rAI applies groundbreaking generative AI capabilities to instantly analyze thousands of consumer attributes to reveal those most critical to include in the audience definition to ensure more effective targeting and engagement. This process is significantly faster and more effective than traditional research and analysis techniques. It eliminates bias and promotes discovery of key defining data criteria. It uncovers what’s most important in the following way:

• AI Insights uses rAI to scan thousands of Resonate Elements to identify those that are most statistically relevant;
• The AI-powered analysis evaluates both index and percent composition for each attribute to determine which attributes will distinguish the audience in meaningful ways​;
• AI Insights by rAI leverages generative AI to group and categorize attributes into logical collections and automatically writes descriptions for each category.

This solution is a game changer for insights and analytics professionals as it reduces analysis time by 90%, eliminates bias and enables discovery of hidden attributes that impact understanding. Agency strategy, research, and analytics professionals gain efficiencies and better differentiate their pitches and campaigns.

“With AI Insights by rAI, Resonate is completely upending the process of audience creation as it’s existed for decades,” said Bryan Gernert, CEO of Resonate. “We’re taking a process that, even just earlier this year, would have required 40 analyst hours and reducing it to less than five minutes, while creating more compelling and higher-performing audiences for acquisition, upsell and retention.”

“Conventionally, analysts begin with basic assumptions, demographics, and other known entities,” Gernert added. “However, those starting points may not yield the most differentiated audience or the most valuable insights, meaning that important nuances remain undiscovered. Conversely, AI Insights by rAI doesn’t start with assumptions. It starts with the entirety of what Resonate knows about more than 230 million U.S. consumers across 14,000 attributes and uncovers the most relevant consumer insights possible. Then it helps marketers analyze and interpret them.”

The path to AI Insights by rAI has been a multi-stage journey for Resonate. Most recently, in May, Resonate unveiled its most advanced AI neural network to date, rAI. Pronounced “Ray,” this groundbreaking AI modeling infrastructure transforms vast sums of raw data into rich, continuously updated attributes to depict a comprehensive understanding of 230 million consumers. rAI generates the industry-leading Resonate Elements consumer data set and delivers the ability to quickly and cost-effectively model data to meet any unique company requirement.

Now, with AI Insights by rAI, Resonate is uniting the power of rAI with its Resonate Ignite Platform, the company’s industry-leading SaaS solution that allows customers to directly analyze and act on insights from the proprietary, privacy-safe Resonate Elements data set together with any first-party data set. ​Leveraging the latest in generative AI capabilities, the solution enables marketers to instantly identify the most relevant attributes of an audience and create a compelling narrative around which to build the organization’s messaging, media campaigns, and any number of other vital customer-facing initiatives.

“AI Insights by rAI is an extremely powerful tool,” said Steve Lybrand, SVP of Planning at Camelot Strategic Marketing & Media, now PMG. “When I first tried AI Insights, I also researched the same topic on my own and found that the most relevant insights from my work were very similar to what rAI presented. If I had just trusted the AI from the start, I would have saved a lot of time. This is an exciting development, and I think Resonate will continue to be core to what we do. It makes us much more efficient, which is a big takeaway.”

Since 2008, Resonate has pioneered new ways to help marketers access, analyze, and act on unparalleled consumer data. AI Insights by rAI is the company’s latest milestone on its path to wholly disrupting the dated, expensive, and time-consuming traditional market research process.

View the press release here.

The post Resonate Unites Groundbreaking Gen AI with Industry-Leading SaaS Solution to Accelerate Data Analysis & Insight Discovery appeared first on Resonate.

By leveraging data-driven insights, marketers can now identify key attributes like values, motivations and preferences to create more effective segmentation and targeting. This allows for a more personalized approach that truly resonates with individuals at a human level. In other words, it’s time to move beyond demographics and psychographics and start focusing on what really drives people.

In this thought-provoking Data-Driven Podcast episode with Dominic Bohan, he lays out the case for a new era of marketing—one that embraces the power of AI-driven insights and recognizes the importance of truly understanding human motivation. If you’re looking to stay ahead of the curve in the world of marketing, then this is a must-listen!

The post Featured in the Data-Driven Podcast: The current state of AI in data-driven marketing appeared first on Resonate.

RESTON, Va., Aug. 09, 2023 (GLOBE NEWSWIRE) — Resonate, the pioneer in AI-powered, privacy-safe consumer data and intelligence, today announced the launch of the Resonate Elements dataset on Snowflake Marketplace. The dataset is proprietary Resonate deterministic data, directly observed behavioral data and offline demographic data clients use to predict & continuously update a detailed understanding of individual consumers. This new availability will enable organizations to leverage the Snowflake-centralized data experience to find the “why” behind consumer behavior available in real time in Resonate Elements data for improved engagement, conversion, and loyalty.

“Our focus on AI-powered consumer understanding is only surpassed by our customer obsession. Delivering the unparalleled Resonate dataset through industry leaders like Snowflake helps us fulfill our goal of empowering clients with the data to drive meaningful growth,” Resonate CEO Bryan Gernert said. “We continue to focus on leveraging AI and other emerging technologies to enable global organizations with data to fuel every part of their ecosystem. Unlike any other offering on the market, Resonate data – powered by rAI, our AI neural network – allows brands and agencies to easily access a scaled and precise understanding of any dimension of the US consumer, empowering brands and agencies with an unprecedented advantage over their competition.”

By launching accessibility on Snowflake Marketplace, Resonate is easier for Snowflake customers to explore and access Resonate Elements data to drive customer lifetime value. Elements data is continuously refreshed AI-powered consumer data and offers:

• Best-in-class psychographics and preferences that scale to 230M consumer profiles
• Unique and scaled intent signals across industries that can be used in custom modeling
• The most predictive future behavior, based on consumers’ actions, values and preferences

Resonate has the following datasets available on Snowflake Marketplace:

• Resonate Elements Data
• Resonate Human Element Data
• Resonate Recent Events Data
• Resonate Financial Services Data
• Resonate Insurance Data
• Resonate Investments Data
• Resonate Banking Data
• Resonate Health and Wellness Data
• Resonate ESG Data
• Resonate Voter Landscape Data

“The launch of Resonate’s data on Snowflake Marketplace demonstrates the company’s commitment to helping our customers mobilize their data,” said Kieran Kennedy, Head of Snowflake Marketplace. “We look forward to partnering with Resonate to drive deeper value for Snowflake’s Data Cloud ecosystem through Resonate’s privacy-safe consumer marketing insights, available today through Snowflake’s single, integrated platform.”

Snowflake Marketplace is powered by Snowflake’s ground-breaking cross-cloud technology, Snowgrid, allowing companies direct access to raw data products and the ability to leverage data, data services, and applications quickly, securely, and cost-effectively. Snowflake Marketplace simplifies discovery, access, and the commercialization of data products, enabling companies to unlock entirely new revenue streams and extended insights across the Data Cloud. To learn more about Snowflake Marketplace and how to discover, evaluate, and purchase the data, data services, and applications needed to innovate for business, click here.

View the press release here.

The post Resonate Launches Access to Industry-spanning, Privacy-safe, Proprietary AI-powered Data on Snowflake Marketplace appeared first on Resonate.

Resonate, a provider of consumer data and intelligence, is introducing rAI, an artificial intelligence modelling infrastructure that transforms vast sums of raw data into rich, continuously updated attributes to depict a comprehensive understanding of 230 million consumers.

rAI generates the Resonate Elements consumer data set, with more than 14,000 rich, relevant attributes for 230 million consumer profiles, and can model data to meet any company requirement. It helps companies understand many dimensions of the U.S. consumer.

rAI’s predictive models are fine-tuned to dynamically generate scaled consumer data. Additionally, rAI includes a multi-sourced identity graph to align Resonate data to consumers and their related devices.

rAI consumes the following three types of data:

• Real-time consumer behavioural data, including more than 30 billion daily deterministic consumer observations;
• Offline consumer data, providing additional understanding of consumer and household demographics; and
• Resonate’s proprietary ground truth, data from the largest U.S. consumer study combined with respondents’ online behaviours.

“rAI is the pinnacle of predictive neural networks, leaving other data companies in its wake. Our data science and engineering teams have devoted more than a decade to perfecting rAI’s modelling capabilities, ensuring a level of precision unparalleled in the industry. The speed, accuracy, and vast scale of Resonate data are simply unmatched,” said Bryan Gernert, CEO of Resonate, in a statement.

“Gone are the days when brands and agencies had to settle for outdated, cookie-cutter, third-party data from our competitors. rAI delivers data that is rich, relevant, and privacy-safe, including the epitome of consumer-decision criteria combined with consumer intent. With this power in their hands, businesses can seize opportunities and drive unprecedented growth.”

The post Featured in MarTechVibe: Resonate Launches rAI, An AI Modeling Infrastructure appeared first on Resonate.

In 2023, as many as 13.6 million Americans are considering switching banks. In an industry built on long-term relationships, that’s a lot of potential upheaval in an industry that’s already experienced a tremendous amount of disruption.

So what can bank marketers and other financial brands learn from these customers who have at least one foot out the door with their current bank? Who are they, and what’s motivating them to sever what has historically been a long-term (if not life-long) brand relationship? Let’s take a look at what the most recent insights from the Resonate Banking data set tell us about the shifting loyalty of today’s consumers.

Who’s Planning to Switch Banks in 2023?

The 13.6 million Americans who are considering switching banks in 2023 represent about 6.1 percent of the population. Of these, about 2.4 million are fully confirmed that they will be switching, while the other 11.2 million are still on the fence.

From a demographic standpoint, more than half (54 percent) are men, 57 percent are married, and 57 percent have children. About a third (29 percent) are between the ages of 25 and 34, and a third have attended some college.

When it comes to hobbies and daily routines, these bank switchers are more likely than the average American to eat high-protein foods and value athletic accomplishments. They belong to teams and take classes, they enjoy music, and they play video games. From a media standpoint, they spend their time on social platforms, including Twitch, TikTok and Reddit. They consume most of their content through smart TVs, and their favorite streaming services are Discovery+, Disney+ and HBO Max.

How Will They Change the Banking Playing Field?

According to Resonate’s recent analysis, the banks that are scheduled to lose the most customers in 2023 are Fifth Third, Citi, Ally, TD Bank and PNC Bank. Meanwhile, the banks most likely to gain from switching activity include Capital One (17 percent), Chase (15 percent), Bank of America (11 percent) and Wells Fargo (10 percent). Notably, “other banks” (i.e., smaller brands not listed by name in our survey) are the ones expected to gain the most banking customers thanks to switching activity (27 percent).

Beyond who they are, perhaps the most important thing for financial marketers to understand is what’s motivating these individuals to switch. According to our data, the top motivating factors are:

● Lower rates and fees (27 percent)

● Better online and mobile banking services (24 percent)

● More convenient locations (22 percent)

What preferences and services are they looking for? Here are the top considerations:

● Mobile banking service (26 percent)

● Bonus for opening a new account (18 percent)

● Loan availability (9 percent)

● Loan interest rates (9 percent)

These are the types of insights financial marketers need in order to understand and connect with not only customers who are considering leaving their current banks, but also current customers who are satisfied today—but might not be tomorrow. Importantly, marketers must be able to track shifts in these types of insights over time.

Gone are the days when marketers could build a plan in Q1 and follow it step-by-step through Q4. These days, marketers are speaking to a customer whose sentiment is changing with each breaking news story. From the economic upheaval to political unrest, customers have faced a barrage of life-altering events in recent years. That’s why financial brands’ strategies must be agile to adapt and enable them to meet customers and prospects where they are now.

It’s never been more important for bank marketers to forge deep connections with their customers that withstand these tumultuous times. Acquiring, growing and retaining customers is a financial brand’s lifeblood. But to be successful at driving growth and customer lifetime value today, marketers need the freshest, deepest data available—and it has to be actionable.

The post Featured in Tangerine.Coffee: What 13.6 Million Bank Switchers Tell Us About Financial Loyalty in 2023 appeared first on Resonate.

Today’s consumers expect the companies they buy from to know their needs and preferences. However, as the advertising and privacy landscape evolves, marketers are facing impediments that limit their understanding of their customers beyond their brand walls. Marketers know that their first-party data has never been more important. But they also know it’s not enough on its own.

To succeed in the modern marketing landscape, marketers must turn to third-party data to add clarity and draw insights to unlock new opportunities for acquisition and retention. The problem is that many brands aren’t going far enough in these efforts. Let’s look at the areas in which marketers can be going further with a privacy-safe, first-party data strategy.​

3 Types of Signals for Next-Level Enrichment

When it comes to enriching first-party data, a lot of effort goes into rounding out a demographic and behavioral view of a brand’s customers, but many of the appended insights stop short of giving brands a true understanding of what drives their customers to purchase. But there are signals available for enrichment that can help marketers go deeper, including the following.

• Intent signals: Intent signals help marketers gain efficiencies in their ad spends by giving them a view of who is in-market for their products. These outside signals can help a brand form initial target segments, by product, by giving brands insights into consumers looking to switch service providers (banks, telcos, insurance companies, etc.), those looking to buy a car or house, those looking to add new retail options to their mix, and many more.

• “Why” signals. “Why” signals can give marketers broad or specific insights into product purchase drivers, helping marketers to tailor resonant messaging at the product level. This enables marketers to microsegment according to their intent signals and then tailor messaging according to why a person is most likely to buy a product (e.g., lower rates, no fees, quality, convenience, gluten-free options, good customer service, etc.).

• “What” signals: “What” signals give marketers insight into what consumers value and care about outside of a given product or industry. These are the first-party data enrichment signals that truly enable brands to connect at an emotional level​ by applying creative and partner messaging that goes beyond product and industry to address what the consumers value most​ (e.g., family time, acquiring wealth, devotion to faith, brand integrity, trust, alternative energy, etc.).

Going Deeper with Up-Leveled Insights

So, what does more sophisticated first-party data enrichment look like in action? Here are just a few examples of use cases (described here in more detail) for putting enhanced insights into action.

• Enriching for custom journeys: A leading fin serv company needed to fend off disruptors and traditional competitors, but it was struggling to understand life stages that would drive demand and enable scaling​. The company enriched its first-party data with customer survey data as well as events attributes help its team to understand which tax filers would be filing late via extensions vs. early vs. on-time filers.​ With these insights, the company developed hundreds of custom audiences to create personalized offers and messaging across channels at scale.​ As a result, it saw a 21% increase in conversion to premium products and an 18% reduction in third-party data costs.

• Enriching around uncontrollable societal shifts: A global entertainment brand wanted to drive theme park attendance and revenue during the pandemic. ​To do this, the company needed insights into potential and prior visitors to develop strategic advertising outreach and increase park attendance.​ To accomplish this, the company enriched its CRM data with recent events attributes to identify consumers with high propensity to travel and visit a theme park in a specific timeframe during the pandemic. ​The company then optimized marketing efforts by tailoring messaging and offers to these visitors. ​As a result, the brand drove 15% higher conversions, 117% higher landing page views​, 62% lower cost per landing page view, 55% higher open rates and a 7% higher click rate than campaign average​s.

• Enriching for cross-team success: A CPG home brand was achieving strong performance in two product categories but wanted to expand categories and achieve aggressive growth.​ The company leveraged unique insights to enrich its first-party data and create four key consumer personas, which were then used to drive all strategic business decisions and set the tone for future product and marketing strategy: Product development leveraged the insights to develop more resonant products and features; sales used the insights to profile retailers’ customers to develop private-label products, improve merchandising and drive channel growth; and the marketing team used the personas to create more compelling and engaging creative and messaging and optimize its media plan to reach the right people in the right place. As a result, the company has seen two-fold e-commerce growth over the past two years.

​In a competitive landscape, success with first-party data requires an up-leveled enrichment strategy. By tapping into unique insights beyond the demographic and behavioral norm, brands can unlock new growth and deliver the type of personalized and highly targeted experiences that customers expect.

The post Featured in Dataversity: 3 Ways to Up-Level 1st-Party Data Enrichment Efforts appeared first on Resonate.

In today’s digitally-driven, choice-saturated world, understanding consumers’ demographics just isn’t enough to create genuine connections that compel them to choose your brand over the millions of other options just clicks away. It’s only through understanding a person’s internal motivations and deep-rooted personal values that marketers can achieve long-lasting connections. This deeper understanding also helps brands develop the right products, offers, messaging, and overall experiences that keep customers coming back loyal.

In a time when many people expect brands to take a values-driven stand, marketers need to represent their brands in a way that resonates with consumers and grows engagement and brand loyalty. So, how do you learn and apply the “why” behind consumer decisions?

The answer lies in personal values—and how we can use them to track change over time and explain the motivations behind people’s attitudes and behaviors. According to Professor Shalom H. Schwartz, who developed the Theory of Basic Human Values, personal values are cross-culturally stable and one of the most influential explanations of consumer behavior. His values research provides a strong framework for marketers looking to tap into and apply these valuable consumer dimensions.

Surprising Variations in Shopper Values

A deeper understanding of consumers’ personal values helps marketers create more relevant personas. For example, you might assume that shoppers in the same category have similar values and motivations, but making this assumption and being wrong can lead to messages that don’t resonate with audiences, not to mention unnecessary ad waste and revenue loss.

To illustrate this reality, we tapped into the Resonate Ignite platform to analyze shoppers at two different TJX Companies brands: T.J. Maxx and Marshalls. We looked at these shoppers’ personal values to identify unique variances among these consumers, who otherwise display similar shopping patterns at department stores with similar products and prices.

According to the analysis, T.J. Maxx customers value achievement, reputation and influence.  When connecting with T.J. Maxx shoppers, marketers should focus their creative and messaging on confidence and success.

On the other hand, Marshalls shoppers also care about achievement and influence, but they also prioritize equality over their own reputation. When connecting with the Marshalls shopper, marketers should bring in themes of fairness and equity as well as personal success.

Another set of shoppers who might share similar values is people who shop at J.Crew and Banana Republic. Again, these stores offer similar apparel in style, quality, and price. However, a deeper analysis using Resonate’s personal values report illustrates just how different they are.

The top personal value for J.Crew consumers is creativity, followed by nature and tolerance. For this reason, marketers should use themes of inventiveness and peacefulness in their messaging and creative.

Similarly, Banana Republic shoppers value reputation, influence and achievement. They seek success and the admiration of others for being successful. For them, life is about getting ahead, “winning,” and impressing others. For this reason, marketers should use themes of success and prestige in their messaging and creative.

Putting Personal Values Understanding into Action

Knowing the personal values that drive shoppers’ purchasing decisions helps in two revenue-driving ways:

Upsell and Cross-Sell Opportunities: You know what your best customers buy from you and how often, but their personal values will shed light on the other ways you can engage with them so that they buy even more. For example, the Patagonia consumer places significant importance on safety in their community and nation. So, the customer who buys their climbing gear from Patagonia will respond well to messaging about the security and stability of its other outdoor gear.

Loyalty and Lifetime Value: We all know how challenging and costly it is to acquire customers. The last thing you want to do is lose them. When brands have a deeper understanding of their consumers by knowing their personal values, they can forge a lasting relationship with their customers and stay relevant through offers, content, messaging, and experiences that keep them engaged.

With so many options for consumers to choose from, it’s more important than ever to have a holistic understanding of your customer, so you can connect with them on a deeper level and drive love of brand. The most effective way to do that is to understand the motivations and personal values behind consumer decisions.

The post Featured in Total Retail: The Role of Personal Values in Improving Cross-Selling and Loyalty Initiatives appeared first on Resonate.

Resonate, the pioneer of AI-driven consumer data and intelligence, is introducing its most advanced AI neural network to date, rAI. Pronounced “Ray,” this groundbreaking AI modeling infrastructure transforms vast sums of raw data into rich, continuously updated attributes to depict a comprehensive understanding of 230 million consumers. rAI generates the industry-leading Resonate Elements consumer data set and delivers the ability to quickly and cost-effectively model data to meet any unique company requirement. Unlike any other offering on the market, rAI allows brands and agencies to easily access a scaled and precise understanding of any dimension of the US consumer, empowering brands and agencies with an unprecedented advantage over their competition.

rAI, powers cutting-edge, highly precise predictive models. These are fine-tuned to dynamically generate scaled consumer data. Additionally, rAI includes a multi-sourced identity graph to align Resonate data to consumers and their related devices for seamless omnichannel activation. rAI is powered by unique data sources that provide a rich, diverse signal to yield the freshest, most comprehensive view of the US Consumer. rAI consumes three types of data:

• Real-time consumer behavioral data including more than 30 billion daily deterministic, consumer observations;
• Offline consumer data providing additional understanding of consumer and household demographics; and
• Resonate’s proprietary ground truth, data from the largest US Consumer Study combined with respondents’ online behaviors.

rAI produces the Resonate Elements data set, more than 14,000 rich, relevant attributes for 230 million consumer profiles. This unparalleled data shows US consumers as they are – unique individuals – complete with the psychographics, intent, preferences, behaviors, media consumption and demographics required for marketers to more effectively engage, convert and retain them as customers. rAI delivers data that explains the “why” behind a person’s decision to buy, choose, advocate or abandon a brand or cause. At Resonate, rAI is the who behind why consumers make the decisions they make.

“rAI is the pinnacle of predictive neural networks, leaving other data companies in its wake,” said Bryan Gernert, CEO of Resonate. “Our data science and engineering teams have devoted more than a decade to perfecting rAI’s modeling capabilities, ensuring a level of precision unparalleled in the industry. The speed, accuracy and vast scale of Resonate data are simply unmatched.

“Gone are the days when brands and agencies had to settle for outdated, cookie-cutter third-party data from our competitors. rAI delivers data that is rich, relevant and privacy-safe, including the epitome of consumer-decision criteria combined with consumer intent. With this power in their hands, businesses can seize opportunities and drive unprecedented growth.”

Since 2008, Resonate has pioneered new ways to help marketers access, analyze and act on unparalleled consumer data. rAI is the company’s newest milestone and stands alone in its capabilities to provide rich, relevant consumer data in minutes, versus the days (or even weeks and months) required by traditional market research companies and data providers.

The post Featured in TalkCMO Resonate Launches AI Network rAI: Predictive Consumer Data appeared first on Resonate.

Resonate, a provider of consumer data and intelligence, is introducing rAI, an artificial intelligence modeling infrastructure that transforms vast sums of raw data into rich, continuously updated attributes to depict a comprehensive understanding of 230 million consumers.

rAI generates the Resonate Elements consumer data set, with more than 14,000 rich, relevant attributes for 230 million consumer profiles, and can model data to meet any company requirement. It helps companies understand many dimensions of the U.S. consumer.

rAI’s predictive models are fine-tuned to dynamically generate scaled consumer data. Additionally, rAI includes a multi-sourced identity graph to align Resonate data to consumers and their related devices.

rAI consumes the following three types of data:

• Real-time consumer behavioral data, including more than 30 billion daily deterministic consumer observations;
• Offline consumer data, providing additional understanding of consumer and household demographics; and
• Resonate’s proprietary ground truth, data from the largest U.S. consumer study combined with respondents’ online behaviors.

“rAI is the pinnacle of predictive neural networks, leaving other data companies in its wake. Our data science and engineering teams have devoted more than a decade to perfecting rAI’s modeling capabilities, ensuring a level of precision unparalleled in the industry. The speed, accuracy, and vast scale of Resonate data are simply unmatched,” said Bryan Gernert, CEO of Resonate, in a statement. “Gone are the days when brands and agencies had to settle for outdated, cookie-cutter, third-party data from our competitors. rAI delivers data that is rich, relevant, and privacy-safe, including the epitome of consumer-decision criteria combined with consumer intent. With this power in their hands, businesses can seize opportunities and drive unprecedented growth.”

The post Featured in DestinationCRM: Resonate Launches rAI, an AI Modeling Infrastructure appeared first on Resonate.

Resonate, the pioneer of AI-driven consumer data and intelligence, is introducing its most advanced AI neural network to date, rAI. Pronounced “Ray,” this groundbreaking AI modeling infrastructure transforms vast sums of raw data into rich, continuously updated attributes to depict a comprehensive understanding of 230 million consumers. rAI generates the industry-leading Resonate Elements consumer data set and delivers the ability to quickly and cost-effectively model data to meet any unique company requirement. Unlike any other offering on the market, rAI allows brands and agencies to easily access a scaled and precise understanding of any dimension of the US consumer, empowering brands and agencies with an unprecedented advantage over their competition.

rAI, powers cutting-edge, highly precise predictive models. These are fine-tuned to dynamically generate scaled consumer data. Additionally, rAI includes a multi-sourced identity graph to align Resonate data to consumers and their related devices for seamless omnichannel activation. rAI is powered by unique data sources that provide a rich, diverse signal to yield the freshest, most comprehensive view of the US Consumer. rAI consumes three types of data:

• Real-time consumer behavioral data including more than 30 billion daily deterministic, consumer observations;
• Offline consumer data providing additional understanding of consumer and household demographics; and
• Resonate’s proprietary ground truth, data from the largest US Consumer Study combined with respondents’ online behaviors.

rAI produces the Resonate Elements data set, more than 14,000 rich, relevant attributes for 230 million consumer profiles. This unparalleled data shows US consumers as they are – unique individuals – complete with the psychographics, intent, preferences, behaviors, media consumption and demographics required for marketers to more effectively engage, convert and retain them as customers. rAI delivers data that explains the “why” behind a person’s decision to buy, choose, advocate or abandon a brand or cause. At Resonate, rAI is the who behind why consumers make the decisions they make. ​

“rAI is the pinnacle of predictive neural networks, leaving other data companies in its wake,” said Bryan Gernert, CEO of Resonate. “Our data science and engineering teams have devoted more than a decade to perfecting rAI’s modeling capabilities, ensuring a level of precision unparalleled in the industry. The speed, accuracy and vast scale of Resonate data are simply unmatched.

“Gone are the days when brands and agencies had to settle for outdated, cookie-cutter third-party data from our competitors. rAI delivers data that is rich, relevant and privacy-safe, including the epitome of consumer-decision criteria combined with consumer intent. With this power in their hands, businesses can seize opportunities and drive unprecedented growth.”

The post Featured in MarTech Series: Resonate Transforms the Data Marketplace with a Proprietary AI Neural Network That Delivers Highly Predictive, Privacy-Safe Consumer Data at Scale appeared first on Resonate.

Resonate, the pioneer of AI-driven consumer data and intelligence, is introducing its most advanced AI neural network to date, rAI. Pronounced “Ray,” this groundbreaking AI modeling infrastructure transforms vast sums of raw data into rich, continuously updated attributes to depict a comprehensive understanding of 230 million consumers. rAI generates the industry-leading Resonate Elements consumer data set and delivers the ability to quickly and cost-effectively model data to meet any unique company requirement. Unlike any other offering on the market, rAI allows brands and agencies to easily access a scaled and precise understanding of any dimension of the US consumer, empowering brands and agencies with an unprecedented advantage over their competition.

rAI, powers cutting-edge, highly precise predictive models. These are fine-tuned to dynamically generate scaled consumer data. Additionally, rAI includes a multi-sourced identity graph to align Resonate data to consumers and their related devices for seamless omnichannel activation. rAI is powered by unique data sources that provide a rich, diverse signal to yield the freshest, most comprehensive view of the US Consumer. rAI consumes three types of data:

• Real-time consumer behavioral data including more than 30 billion daily deterministic, consumer observations;
• Offline consumer data providing additional understanding of consumer and household demographics; and
• Resonate’s proprietary ground truth, data from the largest US Consumer Study combined with respondents’ online behaviors.

rAI produces the Resonate Elements data set, more than 14,000 rich, relevant attributes for 230 million consumer profiles. This unparalleled data shows US consumers as they are – unique individuals – complete with the psychographics, intent, preferences, behaviors, media consumption and demographics required for marketers to more effectively engage, convert and retain them as customers. rAI delivers data that explains the “why” behind a person’s decision to buy, choose, advocate or abandon a brand or cause. At Resonate, rAI is the who behind why consumers make the decisions they make. ​

“rAI is the pinnacle of predictive neural networks, leaving other data companies in its wake,” said Bryan Gernert, CEO of Resonate. “Our data science and engineering teams have devoted more than a decade to perfecting rAI’s modeling capabilities, ensuring a level of precision unparalleled in the industry. The speed, accuracy and vast scale of Resonate data are simply unmatched.

“Gone are the days when brands and agencies had to settle for outdated, cookie-cutter third-party data from our competitors. rAI delivers data that is rich, relevant and privacy-safe, including the epitome of consumer-decision criteria combined with consumer intent. With this power in their hands, businesses can seize opportunities and drive unprecedented growth.”

Since 2008, Resonate has pioneered new ways to help marketers access, analyze and act on unparalleled consumer data. rAI is the company’s newest milestone and stands alone in its capabilities to provide rich, relevant consumer data in minutes, versus the days (or even weeks and months) required by traditional market research companies and data providers.

The post Featured in Yahoo Finance: Resonate Transforms the Data Marketplace with a Proprietary AI Neural Network That Delivers Highly Predictive, Privacy-Safe Consumer Data at Scale appeared first on Resonate.

Resonate has introduced an AI neural network designed to help brands transform data into updated consumer attributes.

The new network, rAI, fuels predictive models designed to dynamically generate scaled consumer data, the company says.

In addition, rAI includes a multi-sourced identity graph to align Resonate data to consumers and their devices.

According to the company, rAI incorporates three types of data:

• Behavioral data including more than 30 bi ed attributes on 230 million consumers.
• Offline consumer data providing additional understanding of consumer and household demographics.
• Resonate’s data from a US consumer study combined with respondents’ online behaviors.

The company states that the data is safe in terms of privacy.

The post Featured in Email Marketing Daily: Resonate Offers AI Neural Network For Predictive Modeling appeared first on Resonate.

RESTON, Va., May 31, 2023 – Resonate, the pioneer of AI-driven consumer data and intelligence, is introducing its most advanced AI neural network to date, rAI. Pronounced “Ray,” this groundbreaking AI modeling infrastructure transforms vast sums of raw data into rich, continuously updated attributes to depict a comprehensive understanding of 230 million consumers. rAI generates the industry-leading Resonate Elements consumer data set and delivers the ability to quickly and cost-effectively model data to meet any unique company requirement. Unlike any other offering on the market, rAI allows brands and agencies to easily access a scaled and precise understanding of any dimension of the US consumer, empowering brands and agencies with an unprecedented advantage over their competition.

rAI, powers cutting-edge, highly precise predictive models. These are fine-tuned to dynamically generate scaled consumer data. Additionally, rAI includes a multi-sourced identity graph to align Resonate data to consumers and their related devices for seamless omnichannel activation. rAI is powered by unique data sources that provide a rich, diverse signal to yield the freshest, most comprehensive view of the US Consumer. rAI consumes three types of data:

• Real-time consumer behavioral data, including more than 30 billion daily deterministic consumer observations;
• Offline consumer data, providing an additional understanding of consumer and household demographics; and
• Resonate’s proprietary ground truth, data from the largest US Consumer Study combined with respondents’ online behaviors.

rAI produces the Resonate Elements data set, more than 14,000 rich, relevant attributes for 230 million consumer profiles. This unparalleled data shows US consumers as they are – unique individuals – complete with the psychographics, intent, preferences, behaviors, media consumption and demographics required for marketers to more effectively engage, convert and retain them as customers. rAI delivers data that explains the “why” behind a person’s decision to buy, choose, advocate or abandon a brand or cause. At Resonate, rAI is the who behind why consumers make the decisions they make. ​

“rAI is the pinnacle of predictive neural networks, leaving other data companies in its wake,” said Bryan Gernert, CEO of Resonate. “Our data science and engineering teams have devoted more than a decade to perfecting rAI’s modeling capabilities, ensuring a level of precision unparalleled in the industry. The speed, accuracy and vast scale of Resonate data are simply unmatched.

“Gone are the days when brands and agencies had to settle for outdated, cookie-cutter third-party data from our competitors. rAI delivers data that is rich, relevant and privacy-safe, including the epitome of consumer-decision criteria combined with consumer intent. With this power in their hands, businesses can seize opportunities and drive unprecedented growth.”

Since 2008, Resonate has pioneered new ways to help marketers access, analyze and act on unparalleled consumer data. rAI is the company’s newest milestone and stands alone in its capabilities to provide rich, relevant consumer data in minutes versus the days (or even weeks and months) required by traditional market research companies and data providers.

View the press release here.

The post Resonate Transforms the Data Marketplace with Proprietary AI Neural Network, rAI appeared first on Resonate.

Is there really such a thing as a B2B buyer anymore? The knee-jerk response to this question, particularly in B2B circles, might be, “Well, of course.” But in light of the tremendous societal upheaval of the past three years, we would be remiss to dismiss this question outright.

The blurring of the line between the B2B and B2C marketing worlds has been greatly accelerated in recent years. B2B organizations that haven’t transformed their marketing approaches accordingly—particularly as it relates to their data practices—are rapidly falling behind. Moreover, they’re missing out on opportunities to unlock deeper, more valuable relationships with their customers and prospects.

So what does it take to bridge the B2B-B2C divide in today’s complex marketing landscape? Let’s take a look at three key concepts that need to be baked into the core of modern B2B marketing organizations.

Reframe the B2B Buyer Through a Consumer Lens

For many B2B marketing organizations, the first step toward addressing the blurring of the B2B-B2C marketing worlds has to do with mindset. It’s easy to get caught up in the mindset of selling to businesses rather than individual people. However, it’s important to remember that businesses are made up of humans, and these humans are ultimately the ones making the buying decisions. That’s the mindset and understanding that B2B marketing teams need to put at the forefront of everything they do.

When we reframe B2B buyers through a consumer lens, we unlock a much deeper appreciation for how they operate. In some cases, we need look no further than our own experiences to appreciate how effective a new approach can be. As our work and personal lives have become increasingly fluid, the devices, platforms and content we interact with are now being employed for both purposes — sometimes simultaneously.

For example, our phones might have our personal chats on them, but they also have our office Slack, and we might be switching back and forth from conversations in each in the same session. For people making purchases on behalf of their companies, this blended way of engaging in work and personal matters has significant implications for when and how they process information that shapes their B2B buying decisions.

Technology (Including AI) and Data Are Your Friends

The modern world of marketing is awash with data and technology, and it’s crucial for businesses to leverage these tools to their advantage. This is especially true when it comes to bridging the B2B-B2C marketing chasm.

Historically, B2B marketers have built customer personas based on what they know about their customers from a professional standpoint. However, such personas have increasingly limited utility in the blended B2B-B2C world. From a data standpoint, there are platforms available to help B2B marketers put a consumer lens on their personas.

B2B marketers should also consider tapping into channels that they’ve traditionally considered to be consumer channels. Today’s consumer is more receptive than ever to business messaging while consuming personal content. B2B marketers who harness best practices for B2C messaging in these channels, but with a business twist, will see the best results.

Make Testing an Always-On Effort

Particularly as B2B marketers begin to shift the way in which they operate, it’s essential to embrace an agile approach and always be testing. Agile methodologies aren’t just for software developers. Marketers need to live and breathe this philosophy. The worst thing you can do in a dynamic market is to not test, try new things and incorporate learnings. That’s how companies get left behind — and that is exactly what B2B marketing organizations are trying to avoid.

Above all, reframing the B2B buyer through a consumer lens also means taking a step back and considering the emotional and personal motivations behind the purchasing decisions of individuals within a business. By focusing on the human side of B2B marketing (i.e., what drives a person’s decisions not just as an employee but also as a person), companies can create more authentic and engaging messaging that resonates with buyers on a deeper level. This can lead to stronger relationships and ultimately greater revenue.

The post Featured in DigitalCommerce360: 3 principles for bridging the B2B-B2C marketing chasm appeared first on Resonate.

Resonate, the leading provider of AI-powered consumer data and intelligence, has launched the Resonate Investments solution, featuring hundreds of data attributes, including demographics, psychographics, behaviors, sentiment, intent and values of today’s investors. This solution enables investment companies to enrich their existing data to obtain a holistic understanding of their customers and prospects to more efficiently and effectively drive growth and revenue. The Resonate Investments data is scaled to 230 million consumer profiles and 1 billion devices, providing the freshest, most comprehensive data set for improved analytics, modeling and targeting performance.

“Despite vast data stores, today’s wealth-management and investment firms are challenged to augment their first-party data with the right data to accelerate their growth,” said Bryan Gernert, Chief Executive Officer of Resonate. “Resonate provides investment firms with comprehensive, continuously updated, privacy-safe data sets that allow them to understand customers and prospects holistically. In the investment firms’ ecosystems or in our Resonate Ignite platform, the Resonate AI-powered data set is unparalleled in driving more effective marketing across the customer lifecycle.”

Wealth management and investment firms’ acquisition, upsell and retention marketing efforts are impeded by the quality, breadth and reach of current third-party data options with limited availability of research on consumer intent to switch, competitive intelligence, consumer behavior and preferences and investment trends (i.e., robo-investing, crypto, or NFTs).

Resonate Investments enables investment firms to:

• Identify, understand, and target investors based on consumer-level insights that help uncover the right investors for their services
• Accelerate competitive intelligence by leveraging data specific to what type of investors invest in specific firms and why
• Leverage a unique data set to stay on top of investment trends and identify the people who are interested in specific technologies, enabling opportunities for upsell or new product growth

In addition, marketers can use Resonate Investments to enhance their acquisition, retention, and upsell/cross-sell initiatives to:

• Find the right investors: By leveraging Resonate’s vast set of consumer data, including hundreds of wealth management and investment industry-specific attributes, marketers can identify and target people who are looking for a specific type of investment firm (e.g., self-invested or via an advisor). Using Resonate Investments data, firms can design better products, services, and messaging, and more accurately target them across all media channels. They can use these rich, psychographic insights to help better deliver personalized messaging and can build more robust look-alike segments for targeting their most profitable audiences.
• Monetize existing investors: Investment firms can better understand their existing investor base. They can more precisely predict customer behavior and appropriately target and message these individuals for upsell and cross-sell using data that frames what they care about most when it comes to choosing investment products.
• Perform market research and uncover competitive intelligence: Investment firms can leverage Resonate’s vast set of consumer attributes to identify who is investing with specific competitor firms, to what extent and why.
• Capitalize on investment trends: Investment firms can leverage Resonate Investments data to identify who is investing in new technologies (such as robo-investing, crypto, or NFTs) to upsell existing investors on new products or build new products for their businesses. Resonate’s insights will tell marketers where to find these trendsetters across all digital channels and provide rich, psychographic insights to help better deliver personalized messaging.

The post New Resonate Real-Time Investments Data Solution Offers Greater Insight into Investor Preferences for Improved Acquisition, Market Research, and Product Development appeared first on Resonate.

RESTON, Va., April 27, 2023 (GLOBE NEWSWIRE) — Resonate, the leading provider of AI-powered consumer data and intelligence, is celebrating Earth Month with new, proprietary insights into US consumer preferences surrounding ESG. Its unique data product offers unprecedented insights into which environmental, social and governance (ESG) topics matter most to their customers and prospects and why to help brands guide corporate ESG programs and messaging around these vital initiatives. Brands also can leverage Resonate ESG data to find new customers and prospects, solidify existing customer relationships and build loyalty with consumers who align with their ESG stance.

“ESG continues to be a priority for companies, many of which invest heavily in ESG programs and understand how vital they initiatives are to the future of their organizations, as well as society at large. However, very few understand how these programs are affecting their relationships with consumers or even whether they could be doing more to leverage their efforts for deeper consumer connections,” said Bryan Gernert, Chief Executive Officer of Resonate. “Resonate ESG data is continuously updated to give marketers the information they need to understand who their customers and potential customers really are and where they stand on ESG-related topics now. We are the only data company that can offer this fresh, holistic picture of the ESG consumer that brands can use to guide their decision-making and messaging accordingly.”

With Resonate ESG, company leaders and marketers can better answer important questions, such as:

• Would a company be susceptible to loss or gain amongst key customer, prospect or investor segments if it took a certain position on a social issue?
• Is consumer purchase behavior impacted by how a company addresses certain ESG issues, such as a company’s environmental impact?
• What brand or product messages should a company promote to increase their engagement with target consumers and reduce their susceptibility to negative reactions based on social stances?

The Resonate ESG data set is now available to all clients for research and activation at no additional charge as part of their regular Ignite Platform subscription.

About Resonate
Headquartered in Reston, VA, Resonate is a pioneer in A.I.-driven data and intelligence, delivering deep, dynamic data, for analysis and activation, directly through its easy-to-use SaaS platform or through highly rated Managed Media Services. The Resonate proprietary, privacy-safe data set includes more than 14,000 rich, relevant, real-time data points that describe more than 230 million U.S. individuals. Hundreds of companies use Resonate to drive better marketing strategy and execution fueled by a more comprehensive understanding of their audience that extends beyond traditional demographics, psychographics and behavioral data to uncover why people choose, buy or support certain brands, products or causes.

For more information, please visit www.resonate.com.

The post Resonate Proprietary, AI-Powered Environmental, Social, Governance Data Offers Brands the Freshest Insights into US-Consumer Preferences and Behaviors Behind Purchase Decisions appeared first on Resonate.

Following a societal sea change in the US over the past decade, companies are taking lifestyle brands a step further by making them hyper-opinionated. A winning strategy or a whiny mess? Jack Cousins takes a closer look. 

You don’t have to live in America to be at least vaguely aware of the cultural divide that is splitting families, communities and indeed the country itself apart. Broadly speaking, one side claims progressive change is the antidote to the systemic oppression of minority groups while the other side, unconvinced of whether such discrimination even exists, places greater stock in more traditional American values, such as freedom of speech. 

Best illustrated through social issues such as abortion, immigration and LGBT rights, two disparate worlds have formed. With the Blue side and the Red side not even agreeing on basic principles, new mediums offer themselves up as battlegrounds where the culture war can rage. Once generally confined to media outlets, political discourse has been opened up by technological innovations, like social media, to everyone at every moment. People seem to either find importance or entertainment in this, and brands are catching on fast. 

It can feel like everyone has an opinion and, with the chasm between these two competing worldviews widening further year-on-year, brands had better quickly pick a side or else fall through the crack. An interesting aspect of this trend is that it even, or perhaps particularly, invites the biggest brands to partake. For instance, Nike renewed NFL quarterback Colin Kaepernick’s endorsement deal in 2018 following his refusal to stand during the national anthem. To some it was a powerful protest calling for racial equality, while to others it was offensive and anti-American. Nike knew that not everyone accepted or even tolerated Kaepernick’s worldview, but still took that risk by making him the face of the brand. 

Once favouring more opaque tactics like lobbying, big US companies have always used politics as a means of obtaining an advantage. What has changed, however, is that the new terrain actively encourages them to openly voice opinions through brand. This would have been a no go in the more socially conservative and closed society of the past. Well, for most brands. 

Cash cow 

A long-time exception, however, is Vermont-based ice cream company Ben & Jerry’s. Founded in 1978 by two hippies (aptly named Ben Cohen and Jerry Greenfield), it has since become one of the world’s most outspoken brands on issues ranging from climate change to racial justice to Britain’s immigration policies. It has always been socially conscious, as demonstrated by the creation of the Ben & Jerry’s Foundation in 1985, which supports local community projects. But by the late 1980s, the brand had started to resemble what it is today by wading in on tricky social causes. 

It could simultaneously take stances that ranged from the relatively uncontentious, like publicly denouncing artificial growth hormones that increase cow milk production, to the decidedly unpopular. For instance, promoting the legalisation of gay marriage, at a time when most Americans opposed the idea, was a sure enough way to rock the boat. It might seem a confusing move for a brand to upset the majority of a public, but Ben & Jerry’s head of global activism strategy, Christopher Miller, understands better than anyone the thinking behind it. 

“We’ve never shied away from controversy,” he says. “The company, for almost all its 45 years, has really tried to use its platform and its connection to consumers to be advocates for progressive social change. We let our values and what we believe is the right thing to do in the world guide those decisions. And yes, there are times when the things we support aren’t popular.” 

As time moves on and the issues of the day change, so too does Ben & Jerry’s. In 2018, the US discovered what an anti-Donald Trump ice cream tastes like (chocolate with fudge chunks and a variety of nuts, since you ask) for a campaign which sought to raise awareness of the then-president’s record on women’s issues, immigration and climate change. The reappropriated New York Super Fudge Chunk was named ‘Pecan Resist’ and so, on the off chance any Americans were unaware of the president’s views, Ben & Jerry’s had them covered. 

The brand shows no sign of slowing down on drawing attention to progressive causes. Just last September, ahead of the crucial midterm elections, Ben & Jerry’s rebranded its Change is Brewing ice cream to encourage greater black voter turnout. Combatting what it describes as “extreme efforts” to discourage black people from voting in states like Georgia, the brand teamed up with Black Voters Matter to educate the public through its reimagined product. Then again, supporting such causes is not always plain sailing. 

Miller explains, “When we first stepped out in support of the Black Lives Matter movement in 2016, colleagues down here in the consumer affairs department literally had the phones ringing off the hook. I kid you not, for two weeks straight we had people screaming at us that we were supporting a terrorist organisation.” 

A taste of freedom  

While mammoth companies like Ben & Jerry’s, Nike and Airbnb have all used brand as a means of championing progressive views, this phenomenon should not be confused for being exclusively liberal. Black Rifle Coffee Company, founded in 2014 by former US Army Green Beret Evan Hafer, was specifically designed to serve coffee to those who “love America”. Pushing back against multinational competitors, whose values often centre around wanting to highlight America’s flaws, Black Rifle’s patriotic streak helps it stand out. 

Its pro-military, pro-police outlook is antithetical to Starbucks’ values, with whom it started a feud in 2017 after the world’s largest coffeehouse chain pledged to hire 10,000 refugees. In turn pledging to hire 10,000 veterans, Black Rifle positioned itself as the conservative alternative to Starbucks. The culture war was now being waged through brand – as well as the polling station – on both sides. 

Black Rifle is a lifestyle brand in the truest sense. The ‘Starbucks of the right’, as some call it, commands a remarkable brand loyalty which is achieved by maintaining its militaristic, high-energy image. And it far exceeds merely donning gunships, bald eagles and US flag iconography on its products and merchandise. Black Rifle’s YouTube channel, replete with guns, steely-looking bearded men and skits mocking liberals, gives its audience a whole new dimension to interact with the brand. Its videos regularly garner millions of views and the brand even launched a print magazine, Coffee or Die, to further underline its seismic appeal. 

It seems we have entered an era where brands attempt to command intense loyalty amongst smaller segments of the market, as opposed to being vaguely popular amongst the majority. It’s no wonder why, given this strategy appears to be working wonders for Ben & Jerry’s. As Miller reminds us, they’re now a billion-euro company.  “This company has grown year-on-year, give or take a little bit, since 1978,” he says. “I would suggest that people connect with our brand around a shared set of values, and that’s what drives the business. We can certainly say that taking these political positions and using our platform to advance progressive social change certainly doesn’t hurt us; we’ve got the results to prove that.” 

The success seen by Ben & Jerry’s is reflected in research conducted by consumer intelligence company Resonate. Its 2022 report on value alignment indicated most consumers do take note of brand values and change their purchasing preferences accordingly. While the data tells us more than half of American consumers will change their likeliness of purchasing a brand that takes a stand on the big issues of the day, such as supporting Ukraine (57.6%) or voicing pro-life views (58.8%), the extent to which they support or oppose the brand depends on the specific issue itself. For instance, just over 10% of consumers are less likely to purchase from a brand that supports Ukraine, while just under half stated they were more likely to purchase from that brand. 

Ericka McCoy, chief marketing officer at Resonate, is fascinated by the relationship between brand values and consumer preferences. She says, “One thing we saw in 2019, which was the first year we identified it, was this idea of the consumer activist. Consumers were really starting to hone in on what brands stood for and if the brand’s values were not aligned with their values.” 

While the trend had been prevalent for some time and growing each year, it was the murder of George Floyd which sparked an “intense shift” towards US brands signalling social values. As it turned out, this was an acid test for outspoken brands in which the veracity of their beliefs they had carefully cultivated would stand trial. As McCoy points out, consumers were keeping an eye on how brands responded. Those who had not proven themselves as serious about social justice (we all know at least one brand who meekly settled for posting a black square on Instagram) felt inauthentic. Meanwhile, companies like Nike, whose brand is intertwined with progressivism, reaped the dividends. Partially fuelled by the easing of Covid-19 restrictions, Nike’s global revenue skyrocketed nearly 20% in the year following Floyd’s murder. 

While some consumers may be drained and irritated by brands constantly bombarding them with beliefs they don’t hold, McCoy believes Resonate’s data indicates Americans are far more frustrated with the politicians directly responsible for resolving social issues. At any rate, it doesn’t seemingly matter to a brand like Ben & Jerry’s if the espousing of its values did turn some consumers off. The point is that not everyone has to be onboard to design a sturdy, lucrative brand. 

Miller explains, “We don’t need everyone to eat Ben & Jerry’s. If you don’t think racism is a thing, then have at the Häagen-Dazs. We don’t need 100% of the planet to eat Ben & Jerry’s to have an incredibly strong business. We need a strong consumer base who loves our products, who are passionate about the mission and who connect with us around a shared set of values. And that’s how we continue to build and grow the business.” 

Taking liberties 

While it seems difficult to argue with the effectiveness of this brand strategy, some might question the morality of it. They might ask why the public should be lectured by brands – of any political persuasion – when the brands themselves are rarely squeaky clean. Nike’s commitment to domestic social justice has long been overshadowed by its dire foreign working conditions. Hoping its Asian sweatshop allegations from the 1990s had long been forgotten, a 2018 report by Clean Clothes Campaign found the average salary of its garment factory workers in Southeast Asian countries is still significantly below the living wage. When profits are on the line, a brand reveals its true motivations. A social media campaign calling for equality is cheaper than producing goods ethically. 

Even Ben & Jerry’s was embroiled in controversy in 2015 when Migrant Justice activists protested outside its stores and Vermont headquarters. They claimed immigrant farm workers in its supply chain would work up to 14 hour shifts without a day off, with some even being housed in barns, like animals. When a brand has such strong views on immigration, and is more than happy to go after political figures like Britain’s former home secretary Priti Patel for falling shy of those standards, it can look weak when the tables are turned. Despite accusations of hypocrisy being levelled at Ben & Jerry’s, Miller has an interesting perspective on what the incident actually means. 

“Let me start by saying the folks at Migrant Justice were right,” he says. “I think the reason that we were targeted by them – the reason why we’re often targeted by campaigners – is because we hold ourselves to a higher standard. And I think groups like Migrant Justice are often times being quite strategic by choosing us as a target.” 

He believes it is because the brand has such a strong commitment to its values that the group felt putting pressure on Ben & Jerry’s could lead to positive change. Whether this is true or sleight of hand, it does seem the brand created a rod for its own back where leaving the issue unresolved was simply impossible, even if it did take a matter of years. Miller stresses that many of the workers are undocumented, and that the brand can only react to worker violations once it knows about them. At any rate, there’s no chance embarrassments like this will halt Ben & Jerry’s, or many of the other politicised brands in America, from changing tack now. 

It is a cliché to suggest modern America is polarised. But when your ice cream, coffee and sportswear is used to voice opinions on what’s right and wrong, to disagree would be a non sequitur. The demise of a more coherent America, where gentler brands respected personal boundaries, may have far-reaching consequences for society as resentment and divisions further embed themselves. 

As for the brands, the financial benefits of building an ultra-loyal customer base are too lucrative to be weaned off. However, the popularisation of political branding is still relatively new, and companies that go down this route must be totally committed. Anything less and the likes of Ben & Jerry’s may melt away to public scrutiny. 

The post Featured in Transform Magazine | Playing politics: The ascent of America’s noisy new lifestyle brands appeared first on Resonate.

Resonate, the leading provider of AI-powered consumer data and intelligence, has launched the Resonate Insurance solution, featuring hundreds of insurance-specific data attributes including demographics, psychographics, behaviors, sentiment, intent and values of today’s insurance customers. This industry-specific data set, combined with thousands of additional Resonate attributes, enables insurance companies to enrich their existing data to obtain a holistic ‘human’ understanding of their customers and prospects to more efficiently and effectively drive growth and revenue. The Resonate Insurance data is scaled to 230 million consumer profiles and 1 billion devices, providing the freshest, most comprehensive data set for improved analytics, modeling and targeting performance.

“Today’s auto, property, and life insurance providers don’t have the first-party data required to fully understand their customers or prospects, which inhibits revenue growth,” said Bryan Gernert, Chief Executive Officer of Resonate. “Resonate provides insurers with rich, continuously updated, privacy-safe data sets that expands insurers’ existing customer and prospect profiles. In the insurers’ ecosystems or in our Resonate Ignite platform, this unparalleled data set, powered by cutting-edge AI, helps insurers precisely predict consumer behavior and drives more effective data-driven marketing at all stages of the customer lifecycle, generating revenue.”

Insurers’ marketing effectiveness is impeded by limited first-party and low-quality third-party data, which makes it difficult to create personalized marketing experiences with customers and prospects.

With Resonate Insurance, marketers gain access to:

– A complete view of the U.S. insurance market, both national and local, covering 230 million consumer profiles
– A robust set of psychographics, behavior, preferences and in-market data, including intent to switch, product selection considerations, reasons for switching, life stage data, personal values motivating decisions, and more
– Access to digital and offline media consumption insights for more effective media planning and accurate targeting without use of proxy audiences.

In addition, marketers can use Resonate Insurance to enhance their acquisition, retention, and upsell/cross-sell initiatives to:

Acquire new policy holders: By leveraging Resonate’s vast set of consumer data, including hundreds of insurance industry-specific attributes, marketers can identify and target people who currently hold insurance policies with a competitor and uncover specific vulnerabilities they can leverage to win customers over. Using Resonate Insurance data, insurers can design better products, services, and messaging, and more accurately target them across all media channels. They can use these rich psychographic insights to help better deliver personalized messaging and can build more robust look-alike segments for targeting their most profitable audiences.

Monetize existing policy holders: Insurance companies can better understand their existing policy holder base and appropriately target and message these individuals for upsell and cross-sell using data that frames what they care about most when it comes to choosing insurance products.

Retain existing policy holders: Insurance companies can more precisely predict who in their existing policy holder base is likely to churn and why. Using these insights, companies can develop personalized products, services and messaging based on their selection preferences for insurance and target them across the digital channels where they spend the most time.

Increase policy holder lifetime value: Insurance companies can more accurately model who in their existing customer base is shopping for and is likely to purchase additional products by leveraging Resonate’s life-stage insights to understand major events, like buying a car, and personalize messaging to increase the likelihood of upsell.

About Resonate
Headquartered in Reston, VA, Resonate is a pioneer in AI-driven data and intelligence, delivering proprietary, privacy-safe consumer data for insights, analysis, and activation. The Resonate data set includes more than 14,000 rich, relevant, real-time data points that holistically describe more than 230 million U.S. individuals. Resonate data is delivered through data append, the easy-to-use Resonate Ignite platform or through the highly rated Resonate Managed Media Services. Hundreds of companies use Resonate to drive more effective marketing strategy and execution fueled by a more comprehensive understanding of their audience that extends beyond traditional demographics, psychographics, and behavioral data to uncover why people choose, buy, or support certain brands, products, or causes.

The post New Resonate AI-Powered Insurance Data Solution Offers Greater Insight into Customer Preferences for More Efficient, Effective Acquisition, Upselling and Retention appeared first on Resonate.

“The past few years have been overwhelming, and the varying degrees of residual financial and health worries U.S. consumers carry with them has become a defining factor that affects their intent, preferences, and behaviors,” said Gernert. “In our new edition of the State of the Consumer report, we provide an in-depth look at these segments and what marketers need to know to engage them.

“Resonate data gives marketers the ‘whole picture’ of their customers,” Gernert continued. Understanding these nuances means the difference between acquiring new customers, retaining high-value customers, or losing to your competitors. In a tough economy, every consumer acquired and retained counts, so up-to-date, comprehensive data is critical.”

The Resonate State of the Consumer 2023 report segments the American consumer base into unique audiences according to their level of sustained concern around finances and health:

• The Cautiously Optimistic Consumer: This is the largest group of U.S. consumers and is the most tepid about pretty much everything. They are riding the waves of change as best as they can. The report digs deep into three subsegments of this “moderate middle,” revealing: how they are demographically similar, yet uniquely driven; what is on their shopping lists; what stands out in their behaviors and preferences; and where and how to reach them with the right message.
• The Anxiously Active Consumer: This consumer is plagued with concerns about the state of the world. They are holding corporations accountable and spending on brands that align with their social causes. The Anxiously Active Consumer is 45% more likely to pay more for a product from a brand that aligns with an issue they care about than the Cautiously Optimistic Consumer.
• The Free-to-Be Consumer: Since the start of the pandemic, the Free-to-Be Consumer has been relatively unbothered by health concerns and a shaky economy. They are internally motivated to succeed and live their best lives, despite the global outlook. This consumer is 52% less likely to prioritize shopping at a retailer that cares about the environment than the Anxiously Active Consumer.

These insights and more in the State of the Consumer Report are mined from the Resonate AI-powered data set, which includes thousands of attributes about individual consumers including intent, values, behaviors, preferences and media consumption, is used throughout the customer lifecycle — from increasing the precision of predictive models to informing customer experience and improving marketing effectiveness.

For a deeper dive into these new critical consumer segments, download Resonate’s full “State of the Consumer 2023” report here. Read the press release here.

The post Resonate ‘State of the Consumer 2023’ Reveals Large Segment of Consumers Permanently Anxious about Health, Economy appeared first on Resonate.

“Banks have access to rich first-party data sets that allow them to understand their customers’ transactions. But this data alone or combined with typical third-party data—doesn’t provide banks with the insight they need to engage today’s consumer and drive growth,” said Bryan Gernert, Chief Executive Officer of Resonate. “Resonate provides banks and other FinServ companies with rich, continuously updated, privacy-safe data sets that allow banks to understand customers and prospects holistically. In the banks’ ecosystem or in our Resonate Ignite platform, this AI-powered data set is unparalleled. This means banks can predict more precisely and market more effectively across the customer lifecycle generating revenue.”

Banks’ marketing effectiveness is impeded by limited first-party and low-quality third-party data, which makes it difficult to create personalized marketing experiences with customers and prospects.

With Resonate Banking, marketers gain access to:

• A complete view of the U.S. banking market, both national and local, covering 230 million individuals
• A robust set of sentiment, behavioral, and enhanced intent data, including key psychographic, to understand the “why” factor, including banking selection considerations, reasons for switching, life stage data, personal values, and more
• Access to digital and offline media consumption insights that allow financial marketers to understand where these intenders are consuming content and where to reach them

In addition, marketers can use Resonate Banking to enhance their acquisition, retention, and upsell/cross-sell initiatives to:

• Acquire new customers: By leveraging Resonate’s vast set of consumer data, including more than 248 banking attributes, marketers can identify and target people who are currently banking with a competitor and uncover specific vulnerabilities they can leverage to win customers over. Using Resonate Banking data, banks can design better products, services, and messaging and more accurately target them across all media channels. They can use these rich psychographic insights to help better deliver personalized messaging and can build more robust look-alike segments for targeting their most profitable audiences.
• Monetize existing customers: Banks can better understand their existing customer base and appropriately target and message these individuals for upsell and cross-sell using data that frames what they care about most when it comes to choosing a bank.
• Retain existing customers: Banks can more precisely predict who in their existing customer base is likely to churn and why. Using these insights, banks can develop personalized products, services, and messaging based on their selection preferences for banks and target them across the digital channels where they spend the most time.
• Increase customer lifetime value: Banks can more accurately model who in their existing customer base is shopping for and is likely to purchase additional products by leveraging Resonate’s life-stage insights to understand major events, like buying a car, and personalize messaging to increase the likelihood of upsell.

Learn more about Resonate Banking here or read the press release here.

The post New Banking Data Solution Offers Deeper Customer Understanding, More Efficient Acquisition and Retention appeared first on Resonate.

“Banks have access to rich first-party data sets that allow them to understand their customers’ transactions. But this data alone or combined with typical third-party data—doesn’t provide banks with the insight they need to engage today’s consumer and drive growth,” said Bryan Gernert, Chief Executive Officer of Resonate. “Resonate provides banks and other FinServ companies with rich, continuously updated, privacy-safe data sets that allow banks to understand customers and prospects holistically. In the banks’ ecosystem or in our Resonate Ignite platform, this AI-powered data set is unparalleled. This means banks can predict more precisely and market more effectively across the customer lifecycle generating revenue.”

Banks’ marketing effectiveness is impeded by limited first-party and low-quality third-party data, which makes it difficult to create personalized marketing experiences with customers and prospects.

With Resonate Banking, marketers gain access to:

• A complete view of the U.S. banking market, both national and local, covering 230 million individuals
• A robust set of sentiment, behavioral, and enhanced intent data, including key psychographic, to understand the “why” factor, including banking selection considerations, reasons for switching, life stage data, personal values, and more
• Access to digital and offline media consumption insights that allow financial marketers to understand where these intenders are consuming content and where to reach them

In addition, marketers can use Resonate Banking to enhance their acquisition, retention, and upsell/cross-sell initiatives to:

• Acquire new customers: By leveraging Resonate’s vast set of consumer data, including more than 248 banking attributes, marketers can identify and target people who are currently banking with a competitor and uncover specific vulnerabilities they can leverage to win customers over. Using Resonate Banking data, banks can design better products, services, and messaging and more accurately target them across all media channels. They can use these rich psychographic insights to help better deliver personalized messaging and can build more robust look-alike segments for targeting their most profitable audiences.
• Monetize existing customers: Banks can better understand their existing customer base and appropriately target and message these individuals for upsell and cross-sell using data that frames what they care about most when it comes to choosing a bank.
• Retain existing customers: Banks can more precisely predict who in their existing customer base is likely to churn and why. Using these insights, banks can develop personalized products, services, and messaging based on their selection preferences for banks and target them across the digital channels where they spend the most time.
• Increase customer lifetime value: Banks can more accurately model who in their existing customer base is shopping for and is likely to purchase additional products by leveraging Resonate’s life-stage insights to understand major events, like buying a car, and personalize messaging to increase the likelihood of upsell.

Learn more about Resonate Banking here or read the press release here.

The post New Banking Data Solution Offers Deeper Customer Understanding, More Efficient Acquisition and Retention appeared first on Resonate.

RESTON, Va., Dec. 02, 2022 (GLOBE NEWSWIRE) — Resonate, the leading provider of A.I.-powered consumer data and intelligence, today announced it has been recognized by Virginia Business Magazine as one of Best Places to Work in Virginia for the eighth time. The annual list is also in conjunction with the Best Companies Group.

This statewide survey and awards program is designed to identify, recognize and honor the best places of employment in Virginia, benefiting the state’s economy, workforce and businesses.

Resonate applies cutting-edge AI technology to help clients develop more meaningful human connections with customers that build brand love and loyalty. At Resonate, every employee plays a vital role in the journey of helping the world’s most recognizable brands connect more deeply with consumers.

“We strive to build a culture that fosters innovative thinking and makes people proud to say that they work at Resonate. I believe we have created an environment that encourages people to think freely and continually push for greatness throughout all facets of the company,” said Bryan Gernert, CEO of Resonate.  “It is a truly special honor to receive this recognition and every Resonator should take pride in their individual contribution to make the Resonation a great place to work.”

Companies from across the state entered the two-part survey process to determine the Best Places to Work in Virginia. The first part consisted of evaluating each nominated company’s workplace policies, practices, philosophy, systems and demographics. This part of the process was worth approximately 25% of the total evaluation. The second part consisted of an employee survey to measure the employee experience. This part of the process was worth approximately 75% of the total evaluation.

The combined scores determined the top companies and the final ranking. Best Companies Group managed the overall registration and survey process in Virginia and also analyzed the data and used their expertise to determine the final ranking.

The final rankings will be announced during an in-person awards luncheon to be held on Feb. 3, 2023, at the Boar’s Head Resort in Charlottesville, Virginia.

For more information on the Best Places to Work in Virginia program, visit www.BestPlacesToWorkVA.com.

About Resonate
Headquartered in Reston, VA, Resonate is a pioneer in A.I.-driven data and intelligence, delivering deep, dynamic data, for analysis and activation, directly through its easy-to-use SaaS platform or through highly rated Managed Media Services. The Resonate proprietary, privacy-safe data set includes more than 14,000 rich, relevant, real-time data points that describe more than 230 million U.S. individuals. Hundreds of companies use Resonate to drive better marketing strategy and execution fueled by a more comprehensive understanding of their audience that extends beyond traditional demographics, psychographics and behavioral data to uncover why people choose, buy or support certain brands, products or causes.

Media Contact
Kyle Kuhnel
kyle@broadsheetcomms.com

The post Resonate Named to the 2023 Best Places to Work in Virginia List for the Eighth Time appeared first on Resonate.

RESTON, Va., Dec. 02, 2022 (GLOBE NEWSWIRE) — Resonate, the leading provider of A.I.-powered consumer data and intelligence, today announced it has been recognized by Virginia Business Magazine as one of Best Places to Work in Virginia for the eighth time. The annual list is also in conjunction with the Best Companies Group.

This statewide survey and awards program is designed to identify, recognize and honor the best places of employment in Virginia, benefiting the state’s economy, workforce and businesses.

Resonate applies cutting-edge AI technology to help clients develop more meaningful human connections with customers that build brand love and loyalty. At Resonate, every employee plays a vital role in the journey of helping the world’s most recognizable brands connect more deeply with consumers.

“We strive to build a culture that fosters innovative thinking and makes people proud to say that they work at Resonate. I believe we have created an environment that encourages people to think freely and continually push for greatness throughout all facets of the company,” said Bryan Gernert, CEO of Resonate.  “It is a truly special honor to receive this recognition and every Resonator should take pride in their individual contribution to make the Resonation a great place to work.”

Companies from across the state entered the two-part survey process to determine the Best Places to Work in Virginia. The first part consisted of evaluating each nominated company’s workplace policies, practices, philosophy, systems and demographics. This part of the process was worth approximately 25% of the total evaluation. The second part consisted of an employee survey to measure the employee experience. This part of the process was worth approximately 75% of the total evaluation.

The combined scores determined the top companies and the final ranking. Best Companies Group managed the overall registration and survey process in Virginia and also analyzed the data and used their expertise to determine the final ranking.

The final rankings will be announced during an in-person awards luncheon to be held on Feb. 3, 2023, at the Boar’s Head Resort in Charlottesville, Virginia.

For more information on the Best Places to Work in Virginia program, visit www.BestPlacesToWorkVA.com.

About Resonate
Headquartered in Reston, VA, Resonate is a pioneer in A.I.-driven data and intelligence, delivering deep, dynamic data, for analysis and activation, directly through its easy-to-use SaaS platform or through highly rated Managed Media Services. The Resonate proprietary, privacy-safe data set includes more than 14,000 rich, relevant, real-time data points that describe more than 230 million U.S. individuals. Hundreds of companies use Resonate to drive better marketing strategy and execution fueled by a more comprehensive understanding of their audience that extends beyond traditional demographics, psychographics and behavioral data to uncover why people choose, buy or support certain brands, products or causes.

Media Contact
Kyle Kuhnel
kyle@broadsheetcomms.com

The post Resonate Named to the 2023 Best Places to Work in Virginia List for the Eighth Time appeared first on Resonate.

No one needs to be reminded of how turbulent the past few years have been—and how much more turbulent the world seems to become with each passing day. But for marketers, there’s no ignoring the need to find better ways to understand and connect with customers and prospects in a world where nothing is constant and vague notions about your customers and prospective customers will dismantle even the most compelling campaigns.

Today, more than ever before, consumers are shopping with their hearts and their wallets. They support brands whose values align with their own. Look no further than Goya taking heat for its CEO’s support of Trump or investors who are diverting assets to companies that show long-term ESG (environmental, social, and governance) commitments at record rates. For marketers, the real question then becomes this: How can you proactively align with consumer values and adopt them authentically in your messaging?

Let’s take a look at why personal values are exceptionally reliable drivers of buying decisions today and how marketers can use personal values to deliver messaging that resonates with target audiences, strengthens brand loyalty, and grows revenue.

Bridging the customer-centricity disconnect

Not every brand can (or necessarily should) build a reputation for activism like Ben & Jerry’s, which recently put itself at the forefront of the ongoing push for gun control in the U.S. But that doesn’t mean every brand shouldn’t be putting in the work to align its brand values with its consumers’ personal values.

These days, a tremendous delta exists between marketers’ and consumers’ opinions on how well today’s companies are putting people at the center of their decision-making. While 84 percent of global decision-makers from enterprise-level companies say they “put the customer first,” only 26 percent of U.S. online adults agree that “companies do a good job of understanding me as a person.”

So where’s the disconnect? The answer lies in a deeper understanding of human values. Often, marketing conversations around “values” can feel fuzzy and imprecise, but that doesn’t have to be the case. There are frameworks, including Professor Shalom Schwartz’s Theory of Basic Human Values, that provide concrete, cross-culturally stable ways in which to understand and quantify the values and motivations that underpin people’s attitudes and behaviors. By applying such frameworks, marketers can unlock the consumer understanding—the real human element—that is required to establish deeper connections in a purpose-driven world.

As an example, let’s take a specific human value identified in Schwartz’s framework: authority. Audiences who are characterized by this value—the drive to be in charge and direct people—are more likely to be drawn to marketing messages that are succinct and accentuate results. Themes such as confidence and assertiveness are often applicable for this audience, and marketers might want to consider emphasizing how their products or services can assist a consumer in becoming more socially powerful and influential, and “in control” of a situation. The same translation of values into concrete messaging strategies can be applied across the spectrum of human values, from dependability to creativity.

When things look similar, go deeper

OK, so why are human values so powerful when it comes to honing marketing strategies? Let’s illustrate the point by delving into profiles of customers within a specific product category: smart speakers.

When looking at audience profiles, marketers instinctively think about demographics. And indeed, when you look at the demographics of people who buy Sonos speakers vs. those who buy Amazon speakers, the audiences look fairly similar.

But when audiences look similar, you need to look deeper. For example, when you look at these audiences according to what they look for in a product, we see that Sonos owners want products that are fun and exciting, as well as high quality. Meanwhile, Amazon owners want popular products that are family-friendly, yet luxurious. Furthermore, Sonos owners are far more likely than Amazon speaker owners to shop based on issues that are important to them, and to follow or like brands and products on social media.

Already marketers can start to see how messaging to these audiences can become more targeted. But they shouldn’t stop there. This is where personal values become essential to honing messaging and creative. In this case, when layering on personal values insights, we find that Sonos speaker owners tend to place the most value in conformity, dependability, and humility, while Amazon speaker owners value achievement, influence, and creativity.

By going deeper in this way, marketers are able to get a look at the real human element—that dynamic, holistic 360-degree view of a person that combines core attributes like demographics and psychographics with values and motivations to reveal why people choose, buy, advocate or abandon a brand.

Leveraging AI-powered consumer data that illuminates consumers’ values, and provides a continuously updated view of consumer sentiments, companies are able to craft and deploy marketing programs that resonate—even in a chaotic and turbulent world. In doing so, they can cut through the clutter and successfully reinforce their brands in the minds and hearts (and wallets) of the consumer—in a way that would be difficult for a competitor to duplicate.

Article by Ericka Podesta McCoy – CMO – Resonate 

The post Featured in CMO Alliance: How Brands Can Align With Consumer Values in Times of Turmoil appeared first on Resonate.

Amid escalating privacy regulations, unilateral walled garden changes and the eventual deprecation of third-party cookies, brands are turning to their agency partners to help guide them through a sea of change and uncertainty. How prepared are agencies to serve as their navigators within the future landscape of data-driven marketing?

The truth is, today’s agencies have a lot of their own pivoting to do in order to help clients continue to meet consumer expectations for personalized experiences, while maintaining compliance with an ever-shifting array of privacy regulations and policies. In partnership with Digiday, Resonate recently released new findings from a survey of agency leaders regarding their current and future approaches to data-driven personalization on behalf of their clients—and the results were eye-opening.

According to the survey, about half (48 percent) of agency leaders say their agencies’ own data infrastructures are currently very important to their brand clients, and 65 percent expect those infrastructures to become even more important upon the deprecation of third-party cookies. In order to meet rising client expectations, let’s take a look at four areas where agencies should be investing.

Rethinking Personalization

For years now, the advertising industry has obsessed over an end state in which brands can connect on a one-to-one level with consumers. “Right person, right time, right channel, right message”—right? Well, maybe not. While this one-to-one paradigm has always seemed somewhat unattainable, its difficulty is now being exacerbated by eventual cookie deprecation and new privacy measures.

The fact is that one-to-one marketing, as the industry has historically discussed it, has never been as compelling or attainable a goal as marketers were led to believe. And now, under the pressure of marketplace forces, the industry has at last started moving  to a realization of the importance of one-to-many and one-to-few capacities. For agencies, it’s important to start shifting expectations and conversations around personalization—not only according to what’s possible, but also what’s desirable.

Educating Clients on First-Party Data

As agencies educate their clients on the new vision for personalization in a privacy-first and cookieless world, they also need to be setting expectations for brands as it relates to the role of first-party data going forward. Agencies need to be clear about the need to prioritize first-party data and identity strategies in the wake of cookie deprecation and privacy changes, and to establish a clear plan for onboarding and integrating this data with insights derived elsewhere.

All brands—even those with smaller pools of first-party customer data—need to be prepared to leverage those assets for direct personalization efforts where possible. But more importantly, they need to be leaning into those assets to better understand their customers and build one-to-few and one-to-many engagement and acquisition models, at scale.

Tapping Third-Party Data for Scale, Recency and Relevance 

According to our survey, less than half of agency leaders (44 percent) say their current data infrastructures and personalization strategies are ready to continue without third-party cookies—and that’s a problem. In addition to guiding clients from a strategic standpoint, agencies also need to be up-leveling their own data infrastructures and opening doors to new streams of fresh data that help them solve challenges around scale, recency and relevance. At present, a significant portion of agencies rank scale, recency and relevance as top challenges in delivering on data-driven opportunities in the evolving marketing landscape, and it’s precisely those challenges that should focus agencies’ efforts as they seek new data solutions and partnerships that can help their clients continue to drive effective personalization going forward.

Partnering Insights with Activation

Finally, there’s the ever-important consideration of being able to move from insights to decisions to action—an area where most agencies admit that they struggle despite the fact that today’s brands are in search of partners that can guide their efforts from initial planning all the way through to execution. At present, only 18 percent of agencies say that activation is a frictionless process that almost anyone on their team can handle. Therein lies a challenge—and an opportunity.

Today’s agencies have no shortage of access to consumer insights and audiences, but what they really need are partnerships that can help them put these insights into action by pushing audience segments to a DSP or social platform.

The evolving privacy and identifier landscape represents one of the biggest challenges facing brands today. They’re looking to their agencies to help guide them as it relates to personalization expectations, first-party data strategies, future-proof third-party data resources, and robust insights-to-activation capabilities. Agencies that pivot accordingly and become trusted partners in these areas will be the ones that lead our industry into the privacy-first future.

By Jonathan Ricard, Chief Strategy Officer & GM, Agency at Resonate

The post Featured in AdvertisingWeek: 4 Ways Agencies Need to Pivot for the Future of Personalization appeared first on Resonate.

RESTON, Va., Oct. 24, 2022 (GLOBE NEWSWIRE) — Resonate, the leading provider of A.I.-powered data and intelligence, today announced the launch of its proprietary media bubbles solution, designed to help political campaigns and candidates identify and reach voters who are trapped within problematic media echo chambers across digital advertising channels. Resonate has developed the capability to leverage the most advanced artificial intelligence to identify, analyze, and disrupt media bubbles in real-time. This solution enables campaigns to target and shift the conversation with key swing voters who are most likely to determine the outcome of this year’s contentious midterm elections.

“Campaigns can no longer rely on the ‘party vote.’ Media bubbles have created private channels in our political discourse. They are often used by partisan groups to effectively shield segments of voters from the opposition,” said Bryan Gernert, CEO of Resonate. “Resonate’s AI-driven data enables campaigns to breach the media bubbles and engage these hard-to-reach voters in order to change the conversation and impact their vote. This can fundamentally shape the outcomes of this year’s midterm elections.”

A media bubble is a defined segment of people who consume one type of content with intensity and are isolated from content outside of that specific view of the world. In an increasingly polarized world, each media network risks becoming an echo chamber. Media bubbles don’t only exist on the fringes; they span the entire spectrum of media outlets, with each channel catering to its viewers by delivering news they want to hear, through the lens they are pre-disposed to believe.

One example of voters trapped in a seemingly impenetrable media bubble are swing voters in Alabama. There are voters, known as “non-obvious Democrats,” trapped in a conservative news media bubble. However, leveraging Resonate’s AI-driven media bubble solution, they could swing left. In fact, 26% of these voters voted for Barack Obama in 2012, and 56% are pro-choice. When Resonate’s data and insights into these voters was recently used to battle the echo chamber media bubble, these voters shifted to left-leaning browsing by 30%.

To build these proprietary media bubble segments, Resonate leverages its best-in-class AI-data engine, which combines data from the nation’s largest continuous voter survey, including questions related to today’s most relevant political and policy issues, with behavioral data at scale. Machine-learning algorithms enable Resonate to yield thousands of individual-level insights on every eligible voter, including party, policy positions, preferred voting method, psychological drivers, personal values and more. Lastly, Resonate uses AI to cluster and segment the eligible electorate based on a range of media consumption, characterized into right and left media segments, resulting in where campaigns and candidates can reach voters to disrupt the narratives occurring within the media bubbles.

Learn more about Resonate’s proprietary approach to breaching media bubbles here.

About Resonate
Headquartered in Reston, VA, Resonate is a pioneer in A.I.-driven data and intelligence, delivering deep, dynamic data, for analysis and activation, directly through its easy-to-use SaaS platform or through highly rated Managed Media Services. The Resonate proprietary, privacy-safe data set includes more than 14,000 rich, relevant, real-time data points that describe more than 230 million U.S. individuals. Hundreds of companies use Resonate to drive better marketing strategy and execution fueled by a more comprehensive understanding of their audience that extends beyond traditional demographics, psychographics and behavioral data to uncover why people choose, buy or support certain brands, products or causes.

For more information, please visit www.resonate.com.

Media Contact:

Kyle Kuhnel
kyle@broadsheetcomms.com

The post Resonate Launches New Solution to Help Political Campaigns Pop Media Bubbles Using AI-Driven Data appeared first on Resonate.

The article below appeared in Marketing Brew on September 30, 2022. Read it in its entirety here  and download the latest Current Events and Emerging Trends Report.

When Patagonia founder Yvon Chouinard announced earlier this month that he was giving 98% of the company to a nonprofit and a trust with future profit directed toward helping the environment and combating the climate crisis, the move seemed to resonate with many customers.

The post Featured in Marketing Brew: Customers are researching brand stances and voting with their dollar ahead of the midterms appeared first on Resonate.

According to a study recently released by consumer intelligence company Resonate, 46% of consumers are slightly, moderately or much more likely to buy from a brand that supports Ukraine in its war against Russia.

It might make you wonder: What does support for Ukraine have to do with shirts or shoes you might buy?

It turns out, a lot. And it’s not just about Ukraine, it’s a lot of issues. According to the Resonate report, political positions that align with consumers’ values will enhance the likelihood of a product sale for almost any kind of product. As a rule, consumers are most encouraged to purchase by left-leaning political positions although there are exceptions. 33% of consumers are more likely to buy from brands that show support for pro-choice groups or the right to a legal abortion. 36% are less likely to purchase from a pro-life brand.

Consumers with more right-leaning beliefs are more likely to ignore brands’ political or social positions.

What Should Brands Do

When consumers see their positions align with a brand it strengthens their identity with that brand and they are more likely to tell their friends about it in person or on social media. Consumers are also more willing to pay full price when their personal interests align with a brand’s. It means that identifying consumers who share a brand’s true, fundamental beliefs, enhance profitability.

With that kind of result and the hard data from the Resonate report, it’s compelling for brands to assume that advocating for left-of-center political positions will always be the right strategy.

That’s logical but wrong because in addition to a brand’s politics, consumers value truth and authenticity. They don’t want to see a positions or causes slapped on as an afterthought, consumers want to know brands’ true positions and values. A consumer will say to themselves, if a brand is fake about its beliefs, there’s a chance the product is not everything they say it is either.

Younger consumers are particularly sensitive to brands’ integrity on issues and truthfulness. There’s even a term for it – greenwashing – when brands fake their sincerity for their environmental concerns.

Felicia Kane and Carly Berns of Berns Communications Group manage a panel called the Z Suite. It’s a group of 29 Gen Z consumers that help brands understand how younger consumers think. Berns told me, “If a brand claims to have a certain set of values and then they break their promises or they’re slow to engage with those consumers, consumers are ready to move on in one second. They don’t wait for you to fulfill your promise, there are a million other brands out there.”

The Other Side

Just because the market is more sensitive to left-leaning politics and social causes, it doesn’t mean there’s no opportunity for brands to target conservative consumers. The Resonate study says that a portion of consumers, usually 10-15 percentage points lower than the left-leaning market, has a higher propensity to purchase if a brand has right-leaning positions. And because there are more companies with liberal positions than conservative ones, there’s an opportunity for brands that lean right to take advantage of that opportunity in the market.

What we consistently see now for middle-market brands of $300 million in size or less is that their best customers are superfans who look very much alike demographically. They share habits, education levels and lifestyles.

When a brand is able to identify its superfan market, it is usually narrow and deep. Marketing to just those superfans and their demographic/socioeconomic look-alikes is much more cost-effective. With customer acquisition costs steadily rising as they have been, it becomes critical to profitability tor brands to understand who the customer really is and to market heavily to consumers who fit the model.

A brand whose values are truly part of its culture has an opportunity to be heard by a specific audience. If the communication is effective, it will enhance sales and margins and reduce marketing costs because the relevant consumers become evangelists for the brand. In that way, politics has become a tool to enhance profitability.

Finding your market and telling them your truth sounds simple. But like most things, the concept is easy but executing it is a lot harder. Consumers now have an identity that is also political and when brands reach consumers in a way that corresponds to their personal views, it’s motivating to those consumers and it creates brand affiliation. Consumers are more likely to be in all in for a brand that shares its views and that means profitability follows inevitably.

Download the latest Current Events and Emerging Trends Report.

Article by: Richard Kestenbaum 

The post Featured in Forbes: How Politics Influences Branding appeared first on Resonate.

NEW YORK, NY & RESTON, VA – [July 27, 2022] – Resonate (“the Company”), the leading provider of A.I.-powered consumer data and intelligence, today announced that affiliates of private equity firm ZMC have invested in the Company to help accelerate its growth and expand key technology and product offerings.  Founded in 2008, Resonate has transformed the consumer intelligence category, providing leading brands and agencies privacy-safe data and dynamic and actionable insights for strategic planning, data-driven marketing and brand activation.  The ZMC investment will accelerate Resonate’s mission to ignite their clients’ growth with unparalleled, actionable consumer intelligence. Terms of the transaction were not disclosed. 

The powerful Resonate AI-Data Engine, a cutting-edge artificial intelligence and machine learning infrastructure, produces the Resonate Elements data set with more than 14,000 proprietary consumer attributes that holistically describe individuals, including why they decide to buy, choose, advocate for, or abandon a brand or cause, and captures their sentiment and behavior as it evolves because of COVID-19, inflation, and more. This rich, real-time data set is scaled to 230 million individuals and the 1 billion devices they use daily. The user-friendly Resonate Ignite SaaS platform provides access to this proprietary, privacy safe data for research, analysis and direct omnichannel activation. Hundreds of leading brands and agencies leverage the Resonate Ignite platform, its marketing ecosystem integrations and suite of managed services, to understand and connect with their target audience more efficiently and effectively.   

“We are thrilled to be partnering with ZMC as Resonate continues to disrupt the consumer intelligence market. ZMC’s expertise in scaling businesses is an accelerant to our strong position, enabling the further expansion of mission-critical consumer data, and enhancements to our AI-data infrastructure and ID graph at a critical time in the industry.  ZMC’s investment will advance our mission to help marketers drive growth, customer lifetime value and love of brand,” said Bryan Gernert, Co-Founder & Chief Executive Officer at Resonate. 

John Moakley, ZMC operating partner and newly appointed Chairperson of Resonate, said “After exhaustively looking for opportunities within ZMC’s thematic focus on differentiated consumer intelligence, this investment in Resonate met all of our key requirements including its unmatched refresh frequency, unique datasets, exceptional customer service, and activation through a world class, user-friendly SaaS platform.” 

“There is no doubt that Resonate is a pioneer and market disruptor.  We admire what this world class team has achieved already and are excited to support accelerated growth through business development, enhanced offerings and expansion into new category verticals, both organically and via acquisition,” said Ripan Kadakia, Partner at ZMC. 

Pagemill Partners, the technology M&A division of Kroll, served as the exclusive financial advisor to Resonate and Cooley LLP acted as legal advisor to Resonate. Sidley Austin LLP acted as legal advisor to ZMC. 

About Resonate  

Headquartered in Reston, VA, Resonate is a pioneer in A.I.-driven consumer data and analytics, delivering deep, dynamic insights, activation and analysis in an easy-to-use SaaS platform. The Resonate proprietary, privacy-safe data set includes more than 14,000 rich, relevant, real-time data points that describe more than 230 million individual U.S. consumers. Hundreds of companies use Resonate to drive better marketing strategy and execution fueled by a more comprehensive understanding of their customers and prospects that extends beyond traditional demographics, psychographics and behavioral data to uncover why consumers choose, buy or support certain brands, products or causes. Empowered with unparalleled technology to drive insight into action, leading brands, agencies and organizations use Resonate to identify, engage and analyze these audiences, driving growth and increasing customer lifetime value.

About ZMC 

ZMC is a leading private equity firm comprised of experienced investors and executives who invest in and manages a diverse group of media, entertainment, communications and technology enterprises. Founded in 2001, ZMC’s investment philosophy centers on operational value creation driven by targeted investment themes, deep sector expertise, and strong partnerships with industry and operating executives. ZMC approaches its investments in collaboration with management teams and has a successful track record of actively adding value to portfolio companies. For more information, visit www.zmclp.com. 

The post Resonate Accelerates Expansion Plans with ZMC Investment appeared first on Resonate.

Something must replace the cookie. It’s due to disappear by the middle of next year.

Marketers are checking out zero-party data, first-party data and cohort analysis. But don’t forget universal IDs.

At its most basic, the UID should recognize the user, compile their information, and share that data with approved partners. How that is done varies, as there is no standardized method or practice for doing this.

“Universal IDs come in two main forms: authenticated and inferred. Authenticated IDs are built by using unique pieces of user data, such as an email address. Inferred IDs are created by device-level data, such as an IP address, user agent string, and device model,” explained Mike Sweeney, head of marketing at adtech and martech software development company Clearcode. “Some universal IDs would use both user-level and device-level data to enrich the IDs and help improve match rates.”

The good news is that the UID is one pathway to a future without cookies. The bad news is that the pathway is not entirely clear, and the future is a bit hazy.

If it is not a cookie, is it a cracker?

Cookies and UIDs both have their limits.

“Every company that sets a cookie has their own ID, and then has to basically do a live exchange of information or share a common cookie space,” explained Rob Armstrong, SVP for product at data transformation company Eyeota. “That’s partly why we’re in this problem because a website could have a carpet bomb of 50 different companies creating cookies.”

“While there is no one-to-one replacement for third-party cookies, universal IDs are probably the closest thing the programmatic advertising industry has to them,” Sweeney said. “However, they lack one key advantage — scale.”

A UID requires a consumer action, like providing an email in exchange for more information, while a cookie is slipped into the user’s browser simply upon visiting a website, explained Tom Craig, CTO at consumer intelligence platform Resonate. While a cookie can track a user across multiple domains, the UID is limited to the domain the user visits. “This limitation is one of the primary reasons that marketers need to be thinking more broadly than UIDs as they plan their go-forward marketing strategies,” Craig said.

How a user identity is established requires an authentication. “Email is the easiest way to do it in the U.S., where log-ins are usually email address,” observed Chris Bell, VP for Product Management at Oracle. “In Asia, it’s the mobile phone number.”

“You have to shift. Try to meet the user where they are with the piece of personal information they are comfortable giving up,” Bell added.

One size does not fit all

UIDs are not standardized — yet. LiveRamp, The Trade Desk and ID5 are a few among many vendors offering solutions in the UID space.

The Trade Desk’s approach with Unified ID is to generate the UID using the email address provided by the customer, usually in exchange for site access or additional material, Sweeney explained.

“Companies like LiveRamp, Tapad, Signal, Neustar, Zeotap, Epsilon, Flashtalking and others, would also use email addresses to generate an ID,” Sweeney continued. “But they would also use other pieces of deterministic and probabilistic data collected from different sources, e.g. cookie IDs from web browsers, mobile IDs from smartphones, and IP addresses.”

“Proprietary solutions will never get the scale to be viable solely on their own,” Craig said. “Each site needs to implement a solution for it to be addressable, and those sites will not likely implement proprietary solutions.”

“Standardization brings adoption and it brings capital investment. It brings stability, and it’s lacking,” Armstrong said. “This is why we see certain companies having a much more prominent universal ID posture because of their presence in the industry and being a known entity that a lot of companies are working with.”

Many players in a game with few rules

The UID market is young, with about 40 or so vendors all providing solutions, Bell noted. Starting such a company is easy. What’s hard is “getting one to be meaningfully different.”

To succeed, they must “have a strong touchpoint” with publishers, so that they are using that firm’s UID scheme, Bell said. Then you must encourage adoption by adtech providers. It is a game about creating mindshare.

“The lack of standardization around universal IDs isn’t too much of an issue at the moment,” Sweeney said. “However, the sheer number of universal IDs causes issues around interoperability.”

For the digital marketer, it is too soon to place a winning bet on one UID. Some UID solutions revolve around deterministic identification, others rely on probabilistic determination. “It’s not clear at this point what the answer will be,” Bell said. If all these competing UID firms knew the answer, “they’d all be skating towards the puck.” He said. “My hypothesis is [there will be] a rapid winnowing down to a smaller number [of solutions].”

Don’t throw your hands up in despair

UID is young. Best practices are still being discovered. What can marketers do?

“Focus should be more about building relationships with customers and collecting consented personal data,” Bell said. And cover your bets in the vendor landscape. “Putting all your chips on a single UID scheme is risky.” Things will shake out in the next 12 to 36 months.

“It’s definitely a time of testing.” Armstrong said. “Test the parachute before you jump out of the plane.” Try to understand performance in regular browsers with cookies, tested against browsers without cookies, but using UID.

“Also be mindful of the methodology going into it. If it’s probabilistic, then it’s going to be more like a cookie. If it’s deterministic, it’ll look a lot different. And in that case, you could start to think about it a little bit more strategically versus just, does this work?” Armstrong added.

“I think a great first step would be to speak to your existing adtech partners and find out whether they’ve integrated with any of the universal ID solutions,” Sweeney said.

Craig offered this checklist:

• What interactions are had with consumers, both customers and prospects?
• How can those interactions be identified after cookie deprecation?
• Is there an opportunity to capture or request email addresses from those interactions?
• Which identity provider, if any, best suites the business’ needs?
• Does my company have a strategy to increase coverage of identities and collect emails?

“Companies with email and UID collection will be able to work with programmatic platforms to target and retarget those customers,” Craig said. “They will have the ability to know more and take personalized actions with their customers. Without UID collection, marketing will become limited to contextual or cohort-based targets and all personalization will be a thing of the past.”

The post Featured in MarTech: The Power and Limitations of Universal IDs appeared first on Resonate.

The upheaval of the past two years has touched every aspect of consumer lives, including their finances and how they think about money management. Particularly as the competitive landscape of online direct-to-consumer banking and investment players becomes more crowded, it’s never been more important for financial marketers to forge deep connections with their customers than it is today.

Today’s consumers are more willing to switch their banking and investment providers than ever before, making customer retention a key component of the financial marketer’s playbook.

But it goes deeper than that. These days, if you’re not up-leveling your first-party data with consumer insights to unlock deeper connections at every stage of the buyer and customer journey, you can bet that your competitors are.

Let’s take a look at how third-party intelligence can help financial brands identify, understand, reach and resonate with consumers at every stage of the buyer and customer journey.

Upper Funnel Marketing: Awareness and Consideration

For financial brands, identifying prospects and ensuring a robust pipeline of new customers has never been more important. By onboarding a company’s first-party data set to a consumer intelligence platform—for example, a data set identifying recent visitors to your website—you can deepen your understanding of known customers and prospects and unlock insights on unknown prospects engaging with your digital touchpoints, such as visitors to your website.

For example, a financial brand might want to identify, understand and target above-average-income millennials who are looking to switch banks but who lack awareness, familiarity and understanding of the brand itself. Using the right consumer intelligence, financial marketers can create unique personas using a combination of brand metrics, psychographics, investment interests and bank satisfaction scores.

In addition to identifying the best audiences for upper-funnel marketing, the right data and insights can help a financial brand develop advertising that emotionally connects with high-value prospects.

For example, using data around prospects’ personal values—e.g., attributes that measure peoples’ openness to change and desire for self-enhancement, self-transcendence and conservation—a financial brand can create more engaging and meaningful display, video, native and email campaigns. Once high-value audience segments are identified and advertising personalized, financial marketers can put those profiles to use, at scale, on programmatic and social media platforms.

Mid and Lower Funnel Marketing: Conversation and Acquisition

After building awareness and consideration, financial marketers can look to identify and engage people who have decided it’s time to shop for new financial services. For example, based on insights from our Resonate Ignite platform, we know there are more than 9 million Americans looking to switch banks in the next 12 months.

Financial marketers can layer additional insights on top of those known bank switchers to gain a deep understanding of the values, aspirations, frustrations and decision drivers of would-be new customers. For example, here are the top reasons people will switch banks:

• Convenient ATMs locations
• ATM fees
• Breadth of mobile banking services
• Interest rates on deposits
• Bonus for direct deposit or opening a new account

Customer Lifetime Value Marketing: Retention, Expansion and Advocacy

In the financial world, customer acquisition is just the beginning. The brands that succeed in today’s tumultuous landscape will be the ones that commit to staying in continual touch with their customers, adapting their products, offers and messaging alongside the needs, wants and worries of their existing clients.

To increase customer lifetime value (CLV) and retain high-value customers, financial brands can connect their CRM data to third-party consumer insights to reduce churn and accelerate cross- and up-sell opportunities.

Greater CLV can be achieved by personalizing content on a company’s website and offering new products and services aligned with the customers’ needs and values. Brand advocacy can be developed through corporate social responsibility initiatives, as well as providing content and messaging that aligns with the values and personality traits of top customer segments.

Keeping up with disruption, digital transformation and consumer anxiety will challenge even the most seasoned financial services professionals—and we don’t know what this year will bring. But, with a firm focus on acquisition, expansion and retention, and armed with fresh human-level data, you’re set up for financial marketing success in 2022.

The post Featured in AdvertisingWeek: How Financial Brands Can Apply Consumer Intelligence Across the Full Funnel appeared first on Resonate.

Brands have always sought to align themselves with the media and messaging most likely to prove influential among their core audiences. But these days, even the way in which consumers are influenced—and to what extent—is proving to be a defining trait of certain groups.

In Resonate’s new State of the Consumer 2022 report, we took a deep dive into an audience of growing importance for today’s brands: Influenced consumers. This audience comprises consumers who consider social ads and influencers across platforms from Instagram to TikTok to be influential in their buying processes, particularly around clothes and cosmetics.

This is an important lens for marketers to be looking through in terms of their existing consumer understanding. So, what do we know about this growing group of individuals?

Influenced Consumers at a Glance

You might expect the influenced consumer audience to skew toward the younger set. However, they’re actually evenly distributed across Millennial and Gen X segments. According to our data, 52% of influenced consumers are female, and 26% have a household income between $25,000 and $50,000 a year. About 51% of influenced consumers are married, 40 % have kids under 18, 34 % have some college education, and 10 % are unemployed.

Of course, to truly connect with an audience, surface-level insights aren’t enough. Deeper engagement requires an understanding of not just who an audience is, but rather what drives their decisions. In this case, our analysis found that influenced consumers tend to be driven by the desire for conformity, reputation and stimulation, all of which can help marketers craft more resonant messaging and strategies for reaching this important group.

The Buying Habits of Influenced Consumers

Our data shows us that these consumers are more likely to be experiencing the following than the average American: Having a child or getting married, obtaining a master’s degree online or moving a family member to a retirement community. When it comes to what’s next on their shopping list, these categories take the lead:

• Sports and fitness equipment
• Watches and jewelry
• Home audio system
• Kitchen furniture
• Home improvement

Influenced consumers are 50% more likely than the average consumer to have accent chairs on their wish list and 70% are more likely to have their eyes on ottomans. In other words, home furnishings companies might want to be turning their eyes toward influencer marketing these days.

In general, the influenced consumer is more likely to purchase products that are time saving, popular and the best looking in their category. They care less about whether the purchase is easy to use or luxurious. These consumers are often stopped in their tracks while scrolling, inspired to buy by an influencer’s recommendation, so it’s no surprise they’re tempted by the siren consumer calls of popular, attractive and convenient products.

About 34% of influenced consumers have discretionary income under $20,000, and nearly 4 out of 5 cite best price as their No. 1 retailer selection trait. While they have a long wish list of items, they need to keep it budget friendly, leading to this group being 13% more likely to use coupons.

The Media Habits of Influenced Consumers

Ok, so where can brands find these consumers? Well, by definition, they’re more likely overall to be responsive to brands in their social feeds. In particular, influenced consumers are 59% more likely to consider social media influencers an influential source of information in their clothing purchases, meaning apparel brands shouldn’t discount the power of getting their clothing into an Instagrammer’s haul.

More than half (55%) of influenced consumers spend more than 20 hours a week online, and they prefer to watch their favorite streaming networks on their phone. These consumers are seriously connected; you just have to know the right channels to reach them.

From a media standpoint, here’s where you’re most likely to find influenced consumers:

• Top streaming platforms: ESPN+, YouTube TV, Peacock
• Top networks: Telemundo, Nickelodeon, Cartoon Network
• Top social channels: Twitch, TikTok, Snapchat

Overall, influenced consumers are more likely to be “brand curious” in 2022, which makes sense. Those who are easily influenced are willing to try new things. For brands, this represents a tremendous opportunity to go prospecting among a growing audience of open-minded consumers—provided marketers are willing to acknowledge the unique needs and desires of this highly impressionable audience, and then give them what they want.

The post Featured In Multichannel Merchant: How Brands Can Connect with the Influenced Consumer appeared first on Resonate.

During the pandemic, the relationship between homeowners and their homes fundamentally changed, as lockdowns, social distancing guidance and quarantine protocols left many consumers with an abundance of time to stare at their own four walls. These homebound tendencies ignited a fervor for redecorating and DIY home improvement that, by all accounts, is continuing strong into 2022.

If brands want to be top of mind when it’s time for consumers to bring their Pinterest boards to life, they need to be equipped with fresh insights into the sentiment, buying intent, shopping behavior and product preferences of their target buying groups. Using the Resonate Ignite consumer intelligence platform, we recently examined home improvement trends through the lens of three key generational segments. Here’s what our analysis revealed.

Gen X Homeowners Making Improvements

Sitting right between millennials and Baby Boomers, Gen Xers boast many of the same tech-savvy tendencies of their younger counterparts, but they’re often fortunate to be settled into home ownership. This makes them a great target audience for brands in the home improvement space. According to our analysis, Gen X homeowners who are making improvements are:

• 43% more likely than the average American consumer to buy home improvement products entirely online.
• 65% more likely to pick up their order in-store.
• 283% more likely to say a home improvement purchase is in their near future.
• 134% more likely to anticipate making a garden or outdoor purchase.

Gen X homeowners tend to be family-oriented individuals — ones who eat dinner at home with their families and consider family time the best part of their day. Knowing how important family is to these homeowners, brands should look to use values-driven messaging that evokes a welcoming, safe home environment and encourages family togetherness and tradition.

You’ll also want to focus ad spend on channels where this audience watches. HGTV is a natural fit, given it’s their top-viewed TV channel. Additionally, you’ll find them on ESPN+, so you might want to consider how a home improvement ad fits in during major sporting events.

In terms of social media, these consumers are scrolling through Pinterest more than others, so it might make sense to work with influencers to create sponsored content while also placing paid ads. Gen X homeowners are also 21% more likely than the average consumer to receive marketing messages in the mail and 30% more likely to use coupons — so don’t abandon your direct mail flyers yet.

Boomers Making Major Renovations

This might come as a surprise: As a result of the pandemic, 19% of Boomers decreased their home improvement projects. Compared to other generations, Boomers are not interested in tackling DIY projects — but they are interested in upgrading their homes. So which categories will they shop for this year? They’re more likely than the average consumer to indicate they’re shopping for outdoor furniture, mattresses, kitchen appliances, bed and bath goods and garden items. Consider:

• 95% own a home or condo, while 12% own a second home.
• They are 15% more likely to choose a retailer based on knowledgeable staff.
• 71% of Boomers look for the most competitive prices (meaning they’re 25% more likely than the average consumer to compare prices before buying).

While these customers aren’t as interested in taking on their own DIY projects, they are interested in dealing with knowledgeable staff. For brands and retailers, that translates to taking the time to explain the process for home improvement projects and providing content that dives into the details on major home furnishings purchases. After all, Boomers are unlikely to make a decision based on just a brief description.

Major Metro Millennials Looking to Buy

Millennials who live in major metro areas and are looking to buy a home are 49% more likely than the average consumer to look for products sourced sustainably. This green-conscious segment is attuned to walkable city living. They may not have a car, so providing great online shopping experiences is key. Whether they’re looking at downtown condos or shipping out to the suburbs, their city-inspired lifestyles affect their home improvement purchases. Consider:

• They are 87% more likely to choose retailers based on fast and responsive staff.
• They are 200% more likely to shop for dining room, kitchen, home office and bedroom furniture in the next 12 months.
• They are 26% more likely to take on a DIY home improvement project due to the pandemic.
• They are 116% more likely to buy online and return in store.

Nearly 50% of millennial home-shoppers say that the cost of shipping is influential in deciding whether to buy in-store or online, so free shipping could tip the scales in your favor when they’re deciding between multiple retailers.

In general, these consumers want answers, and they want them quickly. Consider how to implement an effective online chat to answer customer questions in real time. Likewise, with these customers it’s in your best interest to be a one-stop shop. Retain customers by stocking everything they need, indoors and out. Keep in mind that these consumers may look for the best prices, but they also want the best-looking products too. Be prepared to show off your offerings through elevated customer experiences.

Even when consumers begin to emerge from their homes once and for all, that doesn’t mean the nagging projects that turned up on their radar over the past two years will simply fade away. Our data indicates consumers plan to continue their home furnishings and home improvement purchases well into the future. To continue to connect and capitalize on this boom, you need to use hyper-targeted, real-time data to connect with customers through targeted ad placements and messaging, while employing nuanced segmentation to reach the right audience with the right promotions on the right channel.

The post Featured in Retail Touchpoints: A Generational Analysis of Today’s Home Improvement Customers appeared first on Resonate.

RESTON, Va., March 29, 2022 (GLOBE NEWSWIRE) — Resonate, the leading provider of A.I.-powered consumer data and intelligence, today announced the launch of Resonate Health, a new solution that provides access to robust, privacy-compliant health and wellness data. This new data set, available within the Resonate Ignite platform, provides organizations with an unparalleled and unprecedented understanding of U.S. health and wellness consumers and caregivers.

“Demands for personalization are at an all-time high, but traditional health data derived from clinical research is expensive, hard to find, and often narrow and complex in subject matter – making understanding and targeting of niche consumer audiences difficult and inefficient,” said Bryan Gernert, CEO of Resonate. “Our privacy-compliant data provides a holistic view of the consumer, ranging from their health status and the wellness topics that interest them to what guides their decision-making, so that organizations can know more about what makes them tick and target them with relevant, personalized messaging and creative.”

Resonate Health has more than 800 health and wellness related attributes generated from its proprietary research and cutting-edge AI and machine learning engine. Resonate Health is available for exploration, analysis and activation in the Resonate Ignite platform. Clients’ first-party data can be safely onboarded and matched to the Resonate Health data set, empowering organizations to build and activate audiences based on healthcare conditions, management preferences, and caregiver roles and services, within their customer base or beyond.

Through Resonate Health, agencies, DTC health and wellness brands and media companies can dive deeper into audiences to explore difficult-to-discover topics and conditions. The best-in-class data provides intent, sentiment and preferences, enabling organizations to:

• Inform their healthcare marketing strategy with a robust, 360-degree understanding of consumers’ health status and intentions.
• Build and activate audiences around niche healthcare topics and conditions.
• Dynamically create and utilize bespoke data on any health and wellness topic customized to their brand, product or service.
• Create personalized customer experiences, offers, messaging and creative that address unique audience nuances and increase conversion.

Learn more about Resonate Health here or read the press release here.

The post Resonate Launches Resonate Health, a New Privacy-Compliant Source of Premium Healthcare Data for Insights and Activation appeared first on Resonate.

RESTON, Va., March 29, 2022 (GLOBE NEWSWIRE) — Resonate, the leading provider of A.I.-powered consumer data and intelligence, today announced the launch of Resonate Health, a new solution that provides access to robust, privacy-compliant health and wellness data. This new data set, available within the Resonate Ignite platform, provides organizations with an unparalleled and unprecedented understanding of U.S. health and wellness consumers and caregivers.

“Demands for personalization are at an all-time high, but traditional health data derived from clinical research is expensive, hard to find, and often narrow and complex in subject matter – making understanding and targeting of niche consumer audiences difficult and inefficient,” said Bryan Gernert, CEO of Resonate. “Our privacy-compliant data provides a holistic view of the consumer, ranging from their health status and the wellness topics that interest them to what guides their decision-making, so that organizations can know more about what makes them tick and target them with relevant, personalized messaging and creative.”

Resonate Health has more than 800 health and wellness related attributes generated from its proprietary research and cutting-edge AI and machine learning engine. Resonate Health is available for exploration, analysis and activation in the Resonate Ignite platform. Clients’ first-party data can be safely onboarded and matched to the Resonate Health data set, empowering organizations to build and activate audiences based on healthcare conditions, management preferences, and caregiver roles and services, within their customer base or beyond.

Through Resonate Health, agencies, DTC health and wellness brands and media companies can dive deeper into audiences to explore difficult-to-discover topics and conditions. The best-in-class data provides intent, sentiment and preferences, enabling organizations to:

• Inform their healthcare marketing strategy with a robust, 360-degree understanding of consumers’ health status and intentions.
• Build and activate audiences around niche healthcare topics and conditions.
• Dynamically create and utilize bespoke data on any health and wellness topic customized to their brand, product or service.
• Create personalized customer experiences, offers, messaging and creative that address unique audience nuances and increase conversion.

Learn more about Resonate Health here or read the press release here.

The post Resonate Launches Resonate Health, a New Privacy-Compliant Source of Premium Healthcare Data for Insights and Activation appeared first on Resonate.

RESTON, Va., Feb. 24, 2022 (GLOBE NEWSWIRE) — Resonate, the leading provider of A.I.-powered consumer data and intelligence, today announced it experienced record growth throughout 2021, with 49% growth in its SaaS business. This exceptional growth further demonstrates the significant and growing need for organizations to have access to real-time, privacy-conscious data to meet their business objectives.

The Resonate AI-powered data engine has evolved the consumer intelligence landscape by producing unparalleled consumer data, actionable and at scale. The Resonate Ignite platform continues to be the foundational consumer and customer insights tool for the world’s leading brands and agencies. Housing the most updated consumer data set available, including more than 14,000 robust, relevant attributes that describe more than 230 million individual U.S. consumers, the platform enables brands and agencies to quick access, analyze and action consumer insights, a requirement that’s become even more critical during the last two years. As a result, Resonate experienced 60% growth in its total SaaS customers year-over-year, as well as a 24% increase in the number of SaaS customers that expanded their use of the Resonate Ignite platform’s capabilities.

Resonate’s real-time, comprehensive consumer data has always provided a competitive differentiator to clients, but the dramatic growth of the Resonate Ignite platform over the past 24 months signals how essential it is for brands to be able to understand and respond to shifts in consumer sentiment, intent and behavior. That’s why more and more companies are turning to Resonate’s hyper-targeted relevant insights and omnichannel integration capabilities, which help clients reach hundreds of millions of consumers with content advertising that is relevant to them in the moment.

“This is a defining year for consumer intelligence. In a privacy-centric, cookie-free world where consumers’ attitudes, intent and behaviors change rapidly and demands for personalization are at an all-time high, brands cannot afford to depend on traditional data or research to support their growth,” said Bryan Gernert, CEO of Resonate. “Our cutting-edge AI and machine learning makes us the only consumer intelligence platform that dynamically creates and delivers an extremely human understanding, privacy-safe and at scale, and makes it immediately actionable to power all marketing activity.”

The Resonate Elements data set is privacy-safe, and the company continues to expand its suite of ID-less products and services to support tomorrow’s savvy marketer. Resonate also remains committed to educating marketers on the ever-evolving state of consumers. Its recently released “State of the Consumer 2022” report, revealing new insights into today’s overwhelmed, influenced and activist consumers, is available for free download here.

The post Insights Firm Resonate Reports Record Adoption of Consumer Intelligence Platform in 2021 appeared first on Resonate.

RESTON, Va., Feb. 01, 2022 (GLOBE NEWSWIRE) — Resonate, the leading provider of A.I.-powered consumer data and analytics, today announced it has been named as one of the 2022 Best Places to Work in Virginia. The annual list of the Best Places to Work in Virginia was created by Virginia Business Magazine and Best Companies Group.

This statewide survey and awards program is designed to identify, recognize and honor the best places of employment in Virginia, benefiting the state’s economy, workforce and businesses. Among Resonate’s many strong workplace attributes, Virginia Business highlighted the company’s unique “snow days” concept, which rewards employees with special time off to spend as they choose, as well as “mystery events,” which build employee culture through fun team outings and activities.

“It’s always great to be recognized, and for me personally, having a company culture where employees feel good about where they work is extremely fulfilling,” said Bryan Gernert, CEO of Resonate. “There are so many challenges in all of our lives during this time, and people are re-evaluating what is important to them. This makes it particularly gratifying to be named as a Best Places to Work in Virginia this year. Resonate is a place where amazing people, with the best minds, are free to build the future of consumer intelligence with cutting-edge technology. We’re grateful for each and every Resonator, all of whom have contributed to unprecedented business growth at Resonate.”

Read more about Resonate’s work-life balance initiatives in the “Flex time” article from Virginia Business.

Companies from across the state entered the two-part survey process to determine the Best Places to Work in Virginia. The first part consisted of evaluating each nominated company’s workplace policies, practices, philosophy, systems and demographics. This part of the process was worth approximately 25% of the total evaluation. The second part consisted of an employee survey to measure the employee experience. This part of the process was worth approximately 75% of the total evaluation. The combined scores determined the top companies and the final ranking.

About Resonate
Resonate is a pioneer in A.I.-driven consumer data and analytics, delivering deep, dynamic insights, omni-channel brand activation, and measurement in an easy-to-use SaaS platform. The Resonate Elements proprietary, privacy-safe data set includes more than 14,000 fresh, relevant data points that describe more than 230 million individual U.S. consumers. Hundreds of companies use Resonate to drive better marketing strategy and execution fueled by better more comprehensive understanding of their customers and prospects that extends beyond traditional demographics, psychographics and behavioral data to uncover why consumers choose, buy or support certain brands, products or causes. Empowered with unparalleled technology to drive insight into action, leading brands, agencies and organizations use Resonate to identify, engage and analyze these audiences, driving growth and increasing customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital. For more information, please visit www.resonate.com.

Media Contact:

Kyle Kuhnel
kyle@broadsheetcomms.com

The post Resonate Named to the 2022 Best Places to Work in Virginia List for the Seventh Time appeared first on Resonate.

RESTON, Va., Jan. 06, 2022 (GLOBE NEWSWIRE) — Resonate, the leading provider of A.I.-driven consumer data and analytics, today announced the launch of CTV Insights, a new solution that enables media and entertainment organizations to unlock an unprecedented level of insights into their connected TV audiences. With Resonate CTV Insights, clients can now onboard CTV devices into the Resonate Ignite platform for analysis, enabling them to enrich their understanding of these audiences with the thousands of attributes available within the Resonate proprietary, privacy safe data set.

“With CTV viewership skyrocketing, there are significant gaps in understanding these audiences. The immense potential to optimize the advertising revenue associated with these viewers, demands better tools,” said Bryan Gernert, Chief Executive Officer of Resonate.

“To deliver on the advanced targeting capabilities of CTV, media and entertainment organizations need access to comprehensive, continuously updated research about these viewers: who they are, what they care about, including their product preferences, shopping behaviors, and brand affinities, but also, why they make the decisions to choose, buy, support or abandon a product or brand. This is how today’s leading media companies sell their advertising, with the data provided through the Resonate CTV Insights product and the Resonate Ignite platform.”

Historically, media and entertainment companies have had limited ability to identify the unique audience characteristics of CTV viewers. Through Resonate’s CTV Insights, media and publishing companies are able to uncover and understand key characteristics and motivations of the connected tv viewership, turning anonymous viewers into compelling audience segments ready to be fully monetized.

The new Resonate CTV Insights solution delivers an enhanced, cookieless understanding of CTV audiences by connecting that audience to the continuously updated Resonate Elements data set, which includes psychographics, behavioral, preferences, intent and more. These insights help companies optimize ad sales and grow ad revenue. With CTV Insights, companies can segment their viewers by device, show or another method, and then easily onboard to the Resonate Ignite Platform for analysis and insights.

With these insights, media and entertainment companies are better equipped to monetize their growing CTV viewership. CTV Insights enable companies to:

• Access a robust, privacy safe data set connected to CTV viewers who watch a specific show or use a specific device
• Analyze their audiences against 14,000 insights and 230 million connected profiles
• Better monetize audiences by proving their unique value to advertising partners

Precision and transparency are paramount with CTV. Resonate leverages it’s own proprietary, AI-powered ID Graph for accurate matching and quality assurance.

Given the increasingly vital role that CTV is playing in the overall media and marketing mix, Resonate continues to invest heavily in new technologies and tactics for better understanding and activating CTV audiences. For a nuanced, critical look into the new streaming media behaviors of today’s American TV consumer, download Resonate’s recent “State of Streaming” report here.

About Resonate
Resonate is a pioneer in A.I.-driven consumer data and analytics, delivering deep, dynamic insights, activation, and analysis in an easy-to-use SaaS platform. The Resonate proprietary, privacy-safe data set includes more than 14,000 fresh, relevant data points that describe more than 230 million individual U.S. consumers. Hundreds of companies use Resonate to drive better marketing strategy and execution fueled by better more comprehensive understanding of their customers and prospects that extends beyond traditional demographics, psychographics and behavioral data to uncover why consumers choose, buy or support certain brands, products or causes. Empowered with unparalleled technology to drive insight into action, leading brands, agencies and organizations use Resonate to identify, engage and analyze these audiences, driving growth and increasing customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital.

Media Contact:

Kyle Kuhnel
kyle@broadsheetcomms.com

The post Resonate Launches CTV Insights, Unlocking a Deeper Understanding of Streaming Audiences appeared first on Resonate.

In this Digital Commerce 360 article using Resonate data, you’ll learn what drives Buy Now, Pay Later customers to take advantage of platforms like Afterpay and Affirm, and how realtors can connect with consumer values to build retention. The initial sale is only the first step — retaining them as a customer is critical, particularly as they mature as a consumer and, hopefully, begin to see more disposable income driving their purchases.

As the article says, “While the BNPL customer might not have a lot of disposable income, they’re also young. They’re still getting started from a career and financial standpoint, and they’re coping with a once-in-a-lifetime global event that—quite understandably—has upended income and budgets for a huge portion of the population.”

You’ll also get insights into their media diet and how to reach them, which is key information whether you’re a retailer or a Buy Now, Pay Later platform.

Want to learn more? Read the article, Unique Characteristics of the ‘Buy Now, Pay Later’ Consumer, in Digital Commerce 360 today.

The post Featured in Digital Commerce 360: Unique Characteristics of the ‘Buy Now, Pay Later’ Consumer appeared first on Resonate.

Want to dig into the data yourself? Download 5 Tips to Win Consumers’ Gifting Dollars today.

The article speaks to their need for precautions — and which precautions they prefer — during the pandemic, their penchant for goods that convey social status, and an interesting point that speaks to the giving spirit of the holiday season. “Shoppers are also becoming increasingly socially conscious, considering how to be charitable during the holiday season. The on-the-go millennial mom shopper is 14 percent more likely to shop with companies that support the community and 24 percent more likely to prefer companies that donate to charities.”

“These shoppers are also 45 percent more likely to participate in a brand’s societal program and 30 percent more likely to pay more based on an important issue. Brands can be viewed in a more positive light when they show interest in charitable causes, including animal rights, cancer and illness research, childhood hunger and more.”

Read the entire article, as well as learn how this data relates to luxury department stores like Saks, in Luxury Daily here.

The post Resonate Featured in Luxury Daily: More Retailers Should Cater to Millennial Moms This Holiday Season appeared first on Resonate.

Long gone are the days of brands sitting on the sidelines when it comes to the most important societal issues of the day. From political candidates to race issues to environmental activism, many consumers expect companies to take a stance on the topics that matter to them, and they reward the brands that reflect their personal values with fierce loyalty. Certain key segments of consumers expect brands to use their tremendous marketing power to benefit the greater good,  and they socially engage and support brands that do.

As the Delta variant prompts COVID-19 resurgences around the world, the topic of vaccination remains a key concern within communities, putting the issue at the forefront of brand marketing agendas as well. A recent survey found that 6 out of 10 consumers think that brands have a responsibility to be encouraging COVID-19 vaccinations. Major brands, from Budweiser to Krispy Kreme, are stepping up to this challenge by offering incentives unique to their brands.

However, the delicate topic of vaccination perception means that there is no one-size-fits-all appropriate response for brands. The messaging and actions of a given brand must be crafted with the nuance of their audiences in mind, lest any marketing or promotions fall on deaf ears or—worse—alienate loyal customers on the receiving end.

To illustrate the vast differences among brand audiences on the topic of vaccination, even within a specific sub-industry—Quick Serve Restaurants (QSRs), in this case—consumer insights and analytics firm Resonate recently tapped its Ignite Platform to examine how vaccine hesitancy and readiness varies among loyalists of top fast-food franchises. The results, visualized in the below snapshot, were illuminating.

According to our proprietary insights, Panera, Starbucks, and Pizza Hut customers top the list when it comes to vaccine readiness, meaning these customers are the most likely to have already received a COVID-19 vaccine or to be actively seeking vaccination. Meanwhile, Taco Bell customers remain most resistant to vaccination.

The differences become even more striking when you consider how widely vaccine readiness varies among loyalists of different brands in the same QSR category. For example, Domino’s customers are notably lower on the vaccine readiness scale when compared to Pizza Hut customers, just as Dunkin’ customers are far less likely to receive the vaccine than Starbucks customers.

These audience differences—ones that fluctuate dynamically with the evolving market—must be understood if brands intend to build strategies that engage effectively on hot-button topics. Only through an intimate, up-to-date understanding of a given audience can marketers hope to connect in a meaningful way around sensitive issues such as vaccination.

Brands need to ensure their data-driven decision-making capabilities rise to the challenges posed by today’s climate of corporate responsibility. Audience expectations are high—and the stakes are even higher.

As featured in AdvertisingWeek 360.

Download our Moving the Needle report for more data + vaccine persuasion tips

The post Which Fast Food Fans Are Still Avoiding the Vaccines? appeared first on Resonate.

As we look toward travel industry recovery, travel and hospitality marketers will need to use real-time, accurate data to connect with travelers, particularly given their widely differing attitudes and timelines on returning to travel. According to a just-released travel report from consumer intelligence firm Resonate, there are important distinctions between eager travelers and cautious travelers to note. Here are the highlights.

Eager Travelers

Eager travelers, as outlined in Resonate’s analysis, are those who expected travel to resume this summer. These travelers cite adventure and entertainment as the top reasons they travel. In addition, they are:

• 26 percent more likely than average American to believe life will be back to normal in 4-6 months
• 52 percent male
• 20 percent 25-34 years of age
• 46 percent full-time employed
• 10 percent more likely than the average American to take 4-6 international trips a year
• 47 percent completely or very likely to get the COVID-19 vaccine

These travelers are active on Snapchat and Instagram, and they’re more likely than the average American to engage with a company’s societal program, download an app from a retailer, and follow a company on social media.

The top hobbies of eager travelers include going to the beach, taking lake vacations, hiking and camping. When staying at hotels, they’re looking for convenient locations, complimentary breakfasts, free WiFi, safety and value. From a brand perspective, these travelers are most likely to book a flight with Southwest or American Airlines and stay with Hampton Inn or Hilton.

Cautious Travelers

Compared to eager travelers, cautious travelers are pushing out their travel timelines. These individuals believe travel will not resume as usual until October 2021 or later. But even if they’re not hopping on a plane tomorrow, they still represent a prime audience that travel marketers need to be connecting with right now.

While eager travelers crave stimulation and excitement, cautious travelers value safety and nature above all else. In addition, they are:

• 45 percent more likely than the average American to believe it will be more than a year before life is back to normal
• 56 percent female
• 18 percent 55-64 years of age
• 19 percent retired
• 44 percent completely or very likely to get the COVID-19 vaccine

These travelers are 29 percent more likely than the average American to get the vaccine within one year of availability—a delayed timeframe compared to eager travelers. When these travelers do resume their vacations, you’ll find them at Holiday Inn or Marriott and booking a flight with American Airlines or Delta.

The Importance of Flexibility

For travel brands, it’s important to know who you’re communicating with when it comes to offering deals to potential travelers. If you reach a given individuals with offers that are too eager or too cautious in terms of their personal travel plans, your messaging is sure to fall flat.

Across the board, flexibility is going to be key to getting travelers back on board. Resonate’s analysis found that 21 percent of both eager and cautious travelers say their likelihood to review a cancellation policy has increased. This could be the make or break in booking—so how can your brand make them feel confident their trip is protected?

To get these travelers back in the air, marketers need three sticky note reminders on their computers: Safety. Deals. Planning. If you can tailor your communications to the individual around these three elements, the road to recovery will be a far smoother ride.

Article originally featured in MarTech Series.

Access the Differing Values, Motivations, and Preferences of Your Target Audiences

Request a demo of the Resonate Ignite Platform today and be sure to check out our Traveler Marketer’s Playbook for more AI-driven insights.

The post Eager vs. Cautious Travelers: How Brands Can Connect Right Now appeared first on Resonate.

ATLANTA & RESTON, Va.–(BUSINESS WIRE)–SmartCommerce and Resonate today announced a strategic partnership to enable SmartCommerce Click2Cart® clients to unlock deep insights on their eCommerce audience and performance. Resonate, the leading provider of A.I.-driven consumer data and analytics for top CPG and retail brands, leverages a proprietary methodology to provide unique insights on shopping behaviors and intent, brand and retailer selection, and product purchase drivers, as well as detailed information on demographics, psychographics, media consumption, life stages, and sentiment about recent events like the pandemic and social justice movement.

SmartCommerce clients and their agency partners are already using Click2Cart to transform existing digital touchpoints (ads, social media, email, and more) from awareness builders into eCommerce performance engines. Last year, consumers carted more than $1 billion of products using Click2Cart.

Through this partnership with Resonate, SmartCommerce clients and their agencies can now receive more than 90 new relevant data points on carting consumers that will help them better understand, reach and engage their highest-value audiences, resulting in increased conversion and brand loyalty.

“Adding Click2Cart to ads, social media posts, and emails turns ‘awareness’ advertising into eCommerce performance media. Resonate’s unique ability to provide insights while preserving privacy means that this visibility comes with no friction loss, which is amazing for CPG brands.”

– Jennifer Silverberg, SmartCommerce CEO

“Having the deepest, most compelling consumer data readily accessible at critical buying moments is vital to transforming awareness into conversion for high-performing audiences. It’s a perfect application of Resonate’s continuously updated, hyper-relevant data. We’re excited to partner with SmartCommerce to give brands deeper and unprecedented visibility into the audiences that respond to their ads.”

– Bryan Gernert, CEO, Resonate

The reports available through this partnership include snapshots of audiences’ demographics and media consumption behaviors, as well as a unique view into the personal values that drive the decision-making of a given audience.

About Resonate

Resonate is a pioneer in A.I.-driven consumer data and intelligence, delivering deep, dynamic insights, activation, and analysis in an easy-to-use SaaS platform. The Resonate proprietary, privacy-safe data set includes more than 13,000 fresh, relevant data points that describe more than 200 million individual U.S. consumers. Hundreds of companies use Resonate to drive better marketing strategy and execution fueled by better more comprehensive understanding of their customers and prospects that extends beyond traditional demographics, psychographics and behavioral data to uncover why consumers choose, buy or support certain brands, products or causes. Empowered with unparalleled technology to drive insight into action, leading brands, agencies and organizations use Resonate to identify, engage and analyze these audiences, driving growth and increasing customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital. For more information, please visit www.resonate.com.

About SmartCommerce

By enabling simple, one-click conversion of one or many products from any impulse point, into virtually any retailer cart, SmartCommerce eliminates the complexity and friction – and unlocks the potential – of CPG eCommerce and omniCommerce. For more information on adding Resonate data to your current or planned Click2Cart subscriptions, please contact your SmartCommerce representative or email info@smartcommerce.co.

You may also be interested in…

• Case Study: Leveraging Granular Consumer Attributes to Target Valuable CPG Audiences
• CPG Marketer’s Playbook: Insights to Discover, Connect, and Scale
• The CPG Marketer’s Guide to a Data-Driven DTC Strategy
• How Dynamic Consumer Data Sets You Apart From CPG Competition

The post SmartCommerce and Resonate Partner to Drive Unprecedented CPG eCommerce Performance and Insights appeared first on Resonate.

If the answer is yes to any of the above, you’re in good company.

Over 60 million U.S. online adult consumers have said they are currently considering a move or a major renovation. This is such a pivotal moment that Zillow has dubbed it the “Great Reshuffling” and Resonate’s Tim Hyzdu dug into the latest data on these movers in his just published article in AdvertisingWeek.

Connecting with Consumers Moving During the Pandemic

For brands eager to connect with these consumers, who will likely be spending money on home furnishings, improvement, and more in the coming months, it’s important to understand not just that they are moving, but why. What are the values driving this move? What type of products will they look for in their new home?

In the article, Hyzdu breaks down not only the broad audience, but looks into the nuances between gender and geography and how that plays into future consumption. Want to learn more? Read the article in AdvertisingWeek here.

The post Featured in AdvertisingWeek: Movers and Improvers: How Brands Can Prepare for America’s “Great Reshuffling” appeared first on Resonate.

So, how can travel and hospitality brands connect with both eager and apprehensive travelers in this make-or-break travel moment? By using accurate, granular data to target individuals and connect with them on a deeper level — one that makes them feel confident, safe, and secure in booking flights, hotels, and other places where they could be in close contact with large groups of individuals (something they may not have done in 15+ months!).

Want to read more about the current state of travel marketing? Download our recently released Travel and Hospitality Marketer’s Playbook for insights on acquisition, experience, and loyalty.

Focus on Insights-Driven Acquisition, Experience, and Loyalty

In the PhocusWire article, McCoy writes about the best ways to connect with travelers and why speaking to both eager and cautious audiences is critical to bringing consumers through your doors, creating an experience that makes them feel comfortable, and encouraging them to book the next trip and the next. A few of the insights she cites include:

• 15% of travelers say they’ll start traveling when they see others travel
• 29% of eager travelers (i.e., those planning to travel this summer) book through travel sites when they want to get the best deals
• 21% of both eager travelers and cautious travelers (i.e., those waiting until at least October to travel) say their likelihood to review a cancellation policy has increased
• 37% of eager travelers are willing to pay more for luxury

The post Featured in PhocusWire: The New Rules for Acquisition, Experience, and Loyalty in Travel appeared first on Resonate.

COVID-19 vaccines have been rolling out across the U.S. for six months now, but the real work for vaccination campaigns is just beginning. As supply eclipses demand, all eyes are turning to Americans who have expressed hesitancy or outright resistance to being vaccinated against COVID-19.

According to a just-released vaccine readiness report from consumer intelligence firm Resonate, 65 percent of Americans today say they’re likely or very likely to get a COVID-19 vaccination as soon as it’s available to them, if they haven’t already. Of the remaining 35 percent, 21 percent (45.9 million Americans) are hesitant to be vaccinated, saying they’re only “slightly” or “moderately” likely to get it. Meanwhile, 14 percent (31.9 million) are straight-up resistant, saying they’re “not at all likely” to get the vaccine.

Notably, these numbers have shifted over time, demonstrating the power of time and messaging on the topic of the COVID-19 vaccines. Between December and April, the number of consumers who say they’re completely likely to get the vaccine rose 106 percent, while the number who said they’re not likely at all to get it fell 29 percent.

So, what do we know about hesitant and resistant Americans? Who are they, and what insights can campaigns glean to better communicate with them at this key juncture for vaccination campaigns?

Read the full report: Moving the Needle: How Americans feel about vaccines + 5 ways to reach the vaccine-hesitant and -resistant

5 Tips for Vaccination Campaigns to Reach Hesitant Americans in a Meaningful Way

1. Appeal to Their Core Values and Drivers

People’s personal values influence their everyday decisions, opinions and behaviors, and Resonate’s analysis uncovered useful distinctions among the vaccine-hesitant and resistant that are applicable to how organizations approach them on the topic of vaccines.

For example, the hesitant hold others’ opinions of them in high regard, so it’s worth emphasizing the social clout many are receiving for doing their part in getting vaccinated. Meanwhile, the resistant are devoutly religious, so organizations might want to consider working with churches to host vaccination sites and emphasize that vaccines are just as much about protecting your neighbor as yourself.

Nearly half of both groups have children, and many of their top societal and charitable concerns involve children. Thus, it could be useful to feature messaging about getting kids back to full-time schooling, childcare and socialization. Likewise, compared to the average American, the hesitant are 28 percent more likely to be single and 32 percent more likely to be driven by romantic love. Messaging about returning to the in-real-life dating scene may push these folks to get their shot.

2. Reach Them on the Right Media Channels

For maximum effectiveness and efficiency of media spend, vaccination campaigns need to ensure they’re catching hesitant and resistant audiences in the right places. In this regard:

• While 28 percent of the resistant spend 10 hours or less online per week, 26 percent of the hesitant spend 40+ hours online.
• The vaccine-hesitant audience is significantly more likely than the average American to watch TV on a phone, tablet, computer or streaming device than standard TV. The vaccine-resistant audience mostly watches standard TV or through a streaming service.
• The hesitant are 61 percent more likely than the average American to be on Twitch, 46 percent more likely to be on TikTok, and 32 percent more likely to be on Reddit and Snapchat. The resistant audience mostly uses Facebook, YouTube, Instagram and Twitter—but 23 percent of them are still on Snapchat and 13 percent are on TikTok. It’s also worth noting that 60 percent of them trust the news and information they see on Facebook to a moderate or large extent.

3. Ease Their Health Concerns

Unsurprisingly, both groups are far less likely to believe vaccines, in general, are important. They’re also far less likely than average to trust a doctor’s recommendations, so consider delivering messaging through non-doctor voices.

Nearly 5 percent of all Americans are avoiding the vaccine due to side effects, and these audiences are more likely to not refill a prescription due to side effects. In this regard, it could be useful to emphasize the mildness of side effects in comparison to getting COVID-19, and how not everyone experiences side effects.

The hesitant are 46 percent more likely to treat health concerns by using social media to discuss health conditions and find communities of others with similar issues. Can vaccination campaigns deploy volunteers to seek out and post in vaccine-hesitant and vaccine-resistant social media groups?

4. Consider Using Non-Government Voices to Deliver Messaging

Both audiences are less politically active than the average American, and a large chunk of them feel sour toward the government. So best to keep this in mind: They might not listen to a message coming from a government figure.

5. Draw Them to Vaccination Sites Based on Their Shopping Preferences

The elements of shopping experiences that lure in these groups may infer details that could draw them to a vaccination site:

• About a third of the vaccine-hesitant and a quarter of the resistant research a product with many sources before buying.
• The hesitant are 27 percent more likely than the average American to shop based on convenience, so emphasizing the number of nearby vaccination sites in their area and offering transportation for those not near a site could be highly effective strategies.

Real-time insights have never been quite as important to a cause as they are today. To move the needle on vaccination in the U.S., organizations will need to stay on top of shifting consumer sentiments among the hesitant and resistant—and be able to target individuals where and when they are most receptive to information.

An earlier version of this article is featured in AW360.

Read the full report: Moving the Needle: How Americans feel about vaccines + 5 ways to reach the vaccine-hesitant and -resistant

Learn more about Resonate’s deep, real-time, actionable consumer insights

Beyond vaccination campaigns, our AI-driven data and easy-to-use platform help organizations discover and connect with their audience at scale. Request a demo today and check out our post-cookie resource center showing how the path to consumer insights is still viable and strong – even when it’s not paved with cookies.

The post Here’s What It Will Take to Reach People Avoiding the Vaccine appeared first on Resonate.

RESTON, Va., June 03, 2021 (GLOBE NEWSWIRE) — According to a just-released travel report from consumer intelligence firm Resonate, the leading provider of A.I.-driven consumer data and analytics, 46% of consumers already feel safe traveling within their state and 32% feel safe traveling to a different state—percentages that are rising quickly as COVID-19 vaccination rates climb nationwide. But as the research also uncovered, there are important distinctions between “Eager Travelers” and “Cautious Travelers” that brands need to understand when it comes to communicating with these audiences in the coming months.

Resonate’s new report, “The Travel and Hospitality Marketer’s Playbook: Insights to Ignite Travel in a New Normal,” takes an in-depth look at the travelers who are eager to jump back on planes or hit the road now, as well as the travelers who will need reassurances and time before booking a trip. In addition, it details how leisure and business travel recovery differs in light of consumers’ attitudes, what travelers expect once they’ve arrived at their destination, and whether airline and hotel loyalty is a deciding factor for post-pandemic travelers.

“Some travelers might be ready to book a quick overnight one state over, and others might be ready to jump on a plane and fly cross-country for a two-week vacation. Marketers need an up-to-date, granular data set to effectively address traveler readiness—or lack of readiness, in some cases–to capitalize during this critical transitional time,” said Bryan Gernert, Chief Executive Officer of Resonate.

“At every stage of the pandemic, Resonate has been committed to delivering precisely these kinds of person-level insights to help marketers keep pace with ever-evolving consumer behavior and sentiment.”

Findings of the new report are based on insights from Resonate’s real-time, granular consumer intelligence, which provides organizations with a understanding of and ability to reach 200 million consumers at the individual level, both via advertising and by appending the proprietary, privacy-safe Resonate Element data set to any CRM, first- or third party data set. Highlights of the report include the following:

• Eager Travelers are 10% more likely to take 4-6 international trips a year, and 47% of them are completely or very likely to get the COVID-19 vaccine if they haven’t already.
• The top hobbies of Eager Travelers include going to the beach, lake vacations, hiking and camping.
• 29% of Eager Travelers book through travel sites when they want to get the best deals.
• Eager Travelers are most likely to book a flight with Southwest or American Airlines and stay with Hampton Inn or Hilton.
• Cautious Travelers are 45% more likely than the average American to believe it will be more than a year before life is back to normal.
• When Cautious Travelers do resume their vacations, you’ll find them at Holiday Inn or Marriott and booking a flight with American Airlines or Delta.
• Eager Travelers crave stimulation and excitement, while Cautious Travelers are focused on safety as a top value.
• 20% of both Eager and Cautious Travelers cancelled flights during the pandemic.
• 21% of both Eager and Cautious Travelers say their likelihood to review a cancellation policy has increased.
• 15% of all Americans say they’ll start traveling when they see others travel.

Resonate’s unprecedented COVID-19 research, which includes insights into travel attitudes and a wide variety of other consumer behaviors and motivations, is being made available, free of charge, to help brands and organizations during this challenging time. Learn more about Resonate’s research and The Travel and Hospitality Marketer’s Playbook: Insights to Ignite Travel in a New Normal,.

Media Contact:

Kyle Kuhnel
kyle@broadsheetcomms.com

The post Resonate Research Unveils Key New Consumer Profiles: Eager vs. Cautious Travelers appeared first on Resonate.

Two New Vaccine Readiness Segments Emerge: Vaccine-Hesitant and Vaccine-Resistant Americans

Resonate’s New Vaccine Readiness Report Delivers Key Insights for Communicating with Americans Who Are Delaying or Avoiding COVID-19 Vaccination

According to a just-released vaccine readiness report from consumer intelligence firm Resonate, the leading provider of A.I.-driven consumer data and analytics, nearly 77.8 million Americans remain hesitant or resistant to receiving the COVID-19 vaccine, representing a significant challenge for organizations focused on vaccine education and distribution. However, Resonate’s latest wave of research also revealed that vaccine readiness among Americans has been trending upward in recent months, demonstrating the opportunity for success through targeted education and messaging when fueled by strong insights.

Currently, 65 percent of Americans today say they’ve had or are likely or very likely to get a COVID-19 vaccination as soon as it’s available to them. Of the remaining 35 percent, 21 percent (45.9 million Americans) are hesitant to be vaccinated, saying they’re only “slightly” or “moderately” likely to get it. Meanwhile,14 percent (31.9 million) are resistant, saying they’re “not at all likely” to get the vaccine. Between December and April, the number of consumers who say they’re completely likely to get the COVID-19 vaccine rose 106 percent, while the number who said they’re not likely at all to get it fell 29 percent.

Read the report: Moving the Needle: How Americans feel about vaccines today + 5 ways to reach the vaccine-hesitant and -resistant, updated April 2021

“Real-time insights are vital at this key juncture in the U.S. COVID-19 vaccination,” said Bryan Gernert, Chief Executive Officer of Resonate. “Brands have the opportunity to play an important role in moving the needle on vaccinations. Understanding the shifting consumer sentiments among the hesitant and resistant—and the ability to reach individuals where and when they are most receptive to information—is critical. Resonate is committed to delivering the insights needed to drive these campaigns forward.”

Highlights of the new report, “Moving the Needle,” based on insights from Resonate’s real-time, consumer intelligence platform, include:

• Both hesitant and resistant groups are far less likely to believe vaccines in general are important. They’re also far less likely than average to trust a doctor’s recommendations.
• Both audiences are less politically active than the average American, and a large chunk of them feel sour toward the government.
• Nearly 5 percent of all Americans are avoiding the vaccine due to side effects, and these audiences are also more likely to not refill a prescription due to side effects.
• The vaccine-hesitant and -resistant audiences watch TV on different devices. The vaccine-hesitant audience is significantly more likely than the average American to watch TV on a phone, tablet, computer or streaming device than standard TV. The vaccine-resistant audience mostly watches standard TV or through a streaming service.
• The hesitant are 61 percent more likely than the average American to be on Twitch, 46 percent more likely to be on TikTok, and 32 percent more likely to be on Reddit and Snapchat. The resistant audience mostly uses Facebook, YouTube, Instagram, and Twitter—but 23 percent of them are still on Snapchat and 13 percent are on TikTok. It’s also worth noting that 60 percent of them trust the news and information they see on Facebook to a moderate or large extent.
• The hesitant are 27 percent more likely than the average American to shop based on convenience, so emphasizing the number of nearby vaccination sites in their area and offering transportation for those not near a site could be highly effective strategies for organizations trying to drive vaccination efforts forward.
• From a personal values standpoint, vaccine-hesitant individuals hold others’ opinions of them in high regard, so it’s worth emphasizing the social clout many are receiving for doing their part in getting vaccinated. Meanwhile, the resistant are devoutly religious, so organizations might want to consider working with churches to host vaccination sites and emphasize that vaccines are just as much about protecting your neighbor as yourself.

Resonate’s unprecedented COVID-19 research, which includes insights into vaccine attitudes and a wide variety of other consumer behaviors and motivations, is being made available, free of charge, to help organizations during this challenging time. Learn more about Resonate’s COVID-19 research and download the “Moving the Needle” report here.

Read the report: Moving the Needle: How Americans feel about vaccines today + 5 ways to reach the vaccine-hesitant and -resistant, updated April 2021

Learn more about Resonate’s deep, real-time, actionable consumer insights.

Request a demo today and check out our post-cookie resource center showing how the path to consumer insights is still viable and strong – even when it’s not paved with cookies.

The post New Research Reveals Values and Motivations Driving Vaccine Readiness appeared first on Resonate.

Despite the dominance of e-commerce, a majority of consumers are eager to return to stores when it’s safe to do so. In fact, most shoppers still want to experience in-person browsing and buying. So how have their expectations changed during the pandemic? How can you ease their anxieties and encourage them to shop in person again?

To feel comfortable returning to shopping in-store, 53% of shoppers want to see staff and customers wearing masks, and 46% expect enforced social distancing to be in place.

Retailers know the world has changed — and Covid-conscious consumers will never return to a normal as it was before. Resonate is tracking these changes in real-time. You can read the entire article on Street Fight here, then download the deep dive State of the Consumer Report.

The post Featured in Street Fight: How to Cater to the Covid-Conscious Consumer appeared first on Resonate.

Previously, we saw more mobility among younger generations, but that’s changing as the pandemic continues and more customers move online.

“Even the older demographics may be more open to change now, however. “Older generations were a little bit more hesitant to switch banking providers before because they weren’t as technically savvy,” observes Resonate’s Ericka McCoy. “Now they’re more comfortable with digital because they’ve had to be. People are not necessarily rushing to go back into bank branches and they realize that switching banks is not such a big deal. Loyalty is down, comfort with digital banking is up. That’s the biggest takeaway from the last 15 months.”

You can read the entire article on The Financial Brand here or, if you want to dive deeper into banking consumer loyalty and the outlook in 2021, download the recently-released Bank Marketer’s Playbook.

The post Featured in The Financial Brand: Financial Marketers Have a Big Opportunity to Snag Frustrated Consumers appeared first on Resonate.

In the article, she takes a closer look at those who , according to Resonate’s COVID-19 National Consumer Study, have indicated that their likelihood of taking out a personal loan has increased since the start of the coronavirus pandemic.

When it comes to their personal values, these personal loan seekers over-index for the freedom to determine their own actions, avoiding upsetting or harming people, and obeying laws and fulfilling obligations. Since this is a group that values their independence and fulfilling their obligations, it’s likely hard for them to come to terms with the fact that they need financial assistance. Connecting with this group will require some compassion and empathy in your messaging toward them.

These are deep, granular insights that are crucial in connecting with your consumers, making them feel confident in your services, and building a lasting relationship.

You can ready the entire article, A Marketing Guide to Personal Loan Seekers in the Pandemic, here.

The post Featured in Global Fintech Series: A Marketing Guide to Personal Loan Seekers in the Pandemic appeared first on Resonate.

RESTON, Va., April 19, 2021 (GLOBE NEWSWIRE) — Resonate, the leading provider of A.I.-driven consumer data, intelligence, and managed media, today announced record performance in 2020 despite the effects of the COVID-19 pandemic. Revenue exceeded $50 million growing 139% year over year.

The company’s consumer intelligence platform has a compound average growth rate of 86% with net revenue retention well over 100% during 2020. Brands continually relied on Resonate’s industry-leading consumer data and analytics platform to inform marketing, and their hyper-targeted, precise activation capabilities during the pandemic. Demand for Resonate’s industry-leading offering has grown tremendously, resulting in a 119% increase in new customer acquisition over the last six months.

“2020 presented marketers with an unpredictable, volatile consumer landscape,” said Bryan Gernert, CEO of Resonate. “The pandemic, social justice movement, and presidential election prompted an immediate realization that brands require ready access to real-time insights that keep pace with consumer sentiment in order to adjust to these macroeconomic market conditions.”

“Without fresh, privacy-safe data to inform their decisions, [brands] remain subject to the tides as opposed to driving growth.”

– Bryan Gernert, CEO of Resonate

Tracking Consumer Sentiment Amid the Pandemic and Other Recent Events

At the beginning of the pandemic, brands were searching for insights into how consumers were adjusting their lifestyles. Historical data was no longer applicable, and predictive models couldn’t account for what consumers were feeling in real-time.

As a result, Resonate launched The Pulse of Today’s Consumer, a free research report available to aid marketers in their quest to connect with consumers. Over the course of 2020, Resonate issued 10 waves of the report and data, representing nearly $1,000,000 in free studies and insights to help the marketing landscape keep pace. The reports were crucial in not only telling marketers what motivated consumers to buy, but also how those motivations shifted based on current events. The Covid Wave reports helped marketers understand which segments of the population were eager to resume certain pre-pandemic activities (and which were not), as well as how the vaccine would influence future decision-making. These insights proved valuable across industries, including travel and dining, which are reliant on consumers resuming pre-pandemic behavior.

The company also provided timely insights on the presidential election and the social justice issues that were front and center for most of 2020. The convergence of three seismic and highly divisive events left marketers scrambling to understand the mindset of the American consumer.

As demand for Resonate’s A.I.-driven data and insights increased, marketers relied on it to gain a competitive edge. As a result, Resonate’s online presence grew dramatically. Overall, website traffic grew 53% in 2020 compared to 2019, with traffic during the fourth quarter of 2020 up 76% over the fourth quarter of 2019.

“With consumer sentiment changing on a weekly basis, marketers learned the data coming from tools they relied on in 2019 was outdated and not reflective of current consumer trends. Our solutions offer real-time data that has proven to be invaluable this past year,” continued Gernert.

The pandemic forced a sudden switch to e-commerce for many brands and with it came a need to understand customer and prospect buying habits and values in real-time. While this was important prior to the pandemic, it became vital in order to survive when the pandemic started. More brands are relying on Resonate for its unmatched ability to provide true consumer insights by delivering the “why” behind consumer buying decisions.

Today more than ever, Resonate is a trusted partner and essential resource for today’s most innovative brand marketers.

About Resonate

Resonate is a pioneer in A.I.-driven consumer data and intelligence, delivering deep, dynamic insights, activation, and analysis in an easy-to-use SaaS platform. The Resonate proprietary, privacy-safe data set includes more than 13,000 fresh, relevant data points that describe more than 200 million individual U.S. consumers. Hundreds of companies use Resonate to drive better marketing strategy and execution fueled by a better, more comprehensive understanding of their customers and prospects that extends beyond traditional demographics, psychographic, and behavioral data to uncover why consumers choose, buy or support certain brands, products or causes. Empowered with unparalleled technology to drive insight into action, leading brands, agencies, and organizations use Resonate to identify, engage, and analyze these audiences, driving growth and increasing customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital.

Learn more about Resonate’s deep, real-time, actionable consumer insights.

Request a demo today and check out our post-cookie resource center showing how the path to consumer insights is still viable and strong – even when it’s not paved with cookies.

Request a Demo

The post Consumer Intelligence Data Firm Resonate Experiences Record Growth and Revenue in 2020 appeared first on Resonate.

RESTON, Va., April 19, 2021 (GLOBE NEWSWIRE) — Resonate, the leading provider of A.I.-driven consumer data, intelligence, and managed media, today announced record performance in 2020 despite the effects of the COVID-19 pandemic. Revenue exceeded $50 million growing 139% year over year.

The company’s consumer intelligence platform has a compound average growth rate of 86% with net revenue retention well over 100% during 2020. Brands continually relied on Resonate’s industry-leading consumer data and analytics platform to inform marketing, and their hyper-targeted, precise activation capabilities during the pandemic. Demand for Resonate’s industry-leading offering has grown tremendously, resulting in a 119% increase in new customer acquisition over the last six months.

“2020 presented marketers with an unpredictable, volatile consumer landscape,” said Bryan Gernert, CEO of Resonate. “The pandemic, social justice movement, and presidential election prompted an immediate realization that brands require ready access to real-time insights that keep pace with consumer sentiment in order to adjust to these macroeconomic market conditions.”

“Without fresh, privacy-safe data to inform their decisions, [brands] remain subject to the tides as opposed to driving growth.”

– Bryan Gernert, CEO of Resonate

Tracking Consumer Sentiment Amid the Pandemic and Other Recent Events

At the beginning of the pandemic, brands were searching for insights into how consumers were adjusting their lifestyles. Historical data was no longer applicable, and predictive models couldn’t account for what consumers were feeling in real-time.

As a result, Resonate launched The Pulse of Today’s Consumer, a free research report available to aid marketers in their quest to connect with consumers. Over the course of 2020, Resonate issued 10 waves of the report and data, representing nearly $1,000,000 in free studies and insights to help the marketing landscape keep pace. The reports were crucial in not only telling marketers what motivated consumers to buy, but also how those motivations shifted based on current events. The Covid Wave reports helped marketers understand which segments of the population were eager to resume certain pre-pandemic activities (and which were not), as well as how the vaccine would influence future decision-making. These insights proved valuable across industries, including travel and dining, which are reliant on consumers resuming pre-pandemic behavior.

The company also provided timely insights on the presidential election and the social justice issues that were front and center for most of 2020. The convergence of three seismic and highly divisive events left marketers scrambling to understand the mindset of the American consumer.

As demand for Resonate’s A.I.-driven data and insights increased, marketers relied on it to gain a competitive edge. As a result, Resonate’s online presence grew dramatically. Overall, website traffic grew 53% in 2020 compared to 2019, with traffic during the fourth quarter of 2020 up 76% over the fourth quarter of 2019.

“With consumer sentiment changing on a weekly basis, marketers learned the data coming from tools they relied on in 2019 was outdated and not reflective of current consumer trends. Our solutions offer real-time data that has proven to be invaluable this past year,” continued Gernert.

The pandemic forced a sudden switch to e-commerce for many brands and with it came a need to understand customer and prospect buying habits and values in real-time. While this was important prior to the pandemic, it became vital in order to survive when the pandemic started. More brands are relying on Resonate for its unmatched ability to provide true consumer insights by delivering the “why” behind consumer buying decisions.

Today more than ever, Resonate is a trusted partner and essential resource for today’s most innovative brand marketers.

About Resonate

Resonate is a pioneer in A.I.-driven consumer data and intelligence, delivering deep, dynamic insights, activation, and analysis in an easy-to-use SaaS platform. The Resonate proprietary, privacy-safe data set includes more than 13,000 fresh, relevant data points that describe more than 200 million individual U.S. consumers. Hundreds of companies use Resonate to drive better marketing strategy and execution fueled by a better, more comprehensive understanding of their customers and prospects that extends beyond traditional demographics, psychographic, and behavioral data to uncover why consumers choose, buy or support certain brands, products or causes. Empowered with unparalleled technology to drive insight into action, leading brands, agencies, and organizations use Resonate to identify, engage, and analyze these audiences, driving growth and increasing customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital.

Learn more about Resonate’s deep, real-time, actionable consumer insights.

Request a demo today and check out our post-cookie resource center showing how the path to consumer insights is still viable and strong – even when it’s not paved with cookies.

Request a Demo

The post Consumer Intelligence Data Firm Resonate Experiences Record Growth and Revenue in 2020 appeared first on Resonate.

Resonate Chief Technology Officer Tom Craig recently wrote in VentureBeat about the impact of Google’s removal of third-party cookies on the digital advertising ecosystem. He assures readers that January 2022 isn’t doomsday, rather there are reasons to be optimistic, as long as you’re willing to embrace industry change and avoid putting all your technology and intelligence eggs in one basket.

The Transformation of Pivoting to Privacy-First

Craig writes, “The next 12 months are going to be transformative in our industry. In 24 months, we’ll all be a lot wiser. We will have taken universal IDs and behavioral cohorts for a few laps around the track, and we’ll have a much stronger sense of the role that they can and will play in furthering our consumer connections and understanding. Likewise, the innovators of our industry will have gotten to work on rewriting the internet economy around the new privacy-first reality, and we’ll all be reaping the benefits of their novel ideas and solutions.”

So, as you look towards January 2022, the question is, will you adapt? Or will you let your consumer data die? With Resonate as your guide, you’ll not only adapt, but emerge stronger on the other side. Follow along for the latest updates on our post-cookie plans and read the entire article, Pivoting to Privacy-first: Why This is an Adapt-or-die Moment, in VentureBeat here.

To learn more about Resonate’s deep, real-time, actionable consumer insights, request a demo.

Check out our post-cookie resource center showing how the path to consumer insights is still viable and strong – even when it’s not paved with cookies.

The post Featured in VentureBeat | Pivoting to Privacy-first: Why This is an Adapt-or-die Moment appeared first on Resonate.

Resonate is Your Guide to Navigating Life After Third-Party Cookies

For years, cookies have empowered brands and agencies with critical behavioral insights on consumers. So Google’s announcement that third-party cookies will be eliminated by January 2022 sent shockwaves through the digital industry.

As the post-cookie world looms, the marketing and advertising industry is bracing for its boat to be especially rocked. How do we maintain our lifeline connection to consumers when cookies are but a mere crumb memory?

Resonate is hard at work to ensure our real-time, granular consumer insights, activation, and measurement capabilities are undeterred.

Our fresh consumer insights will remain grounded in the bedrock of our National Consumer Study – the largest continuous survey of U.S. consumers. By adapting our cutting-edge Machine Learning/AI infrastructure to take advantage of Universal Identifiers, we are able to ensure our 360-degree view of consumers found in the Resonate Ignite Platform remains and continues to improve. What seems like a tsunami will appear as a mere ripple as we transition to a post-cookie world.

Beyond that, we see this cataclysmic change as an opportunity to innovate. Our team is well underway designing new robust, privacy-preserving analytics solutions that align with Google’s new privacy sandbox and maintain the unparalleled depth of Resonate’s current offerings.

Worried about a post-cookie tsunami? Resonate is working under the surface to ensure smooth sailing.

For Resonate, the post-cookie transition is a below-the-surface endeavor. We are actively conducting and running the simulations and experiments to prepare in advance of January 2022. We’re doing everything we can to ensure our customers only experience smooth sailing in the continued delivery of the freshest, deepest, actionable consumer insights.

Don’t be afraid to navigate the deep, dark cookieless sea. With Resonate, the critical insights you need to ignite effective and efficient marketing remain intact.

The post Think You’ll Sink When Cookies Disappear? Your Guide to Navigating the Post-Cookie Sea appeared first on Resonate.

In an article recently published in DigitalCommerce360, Senior Content Marketing Manager Heather Bien discusses the trends we’ve observed in Baby Boomer shoppers since the start of the pandemic in March 2020 — and the ecommerce habits we expect will continue long after we’ve seen shots in arms.

With the deep, real-time data available within the Resonate Ignite Platform at the individual level, we’ve seen that Baby Boomers are almost 14% less likely than the average American to say they’ll return to grocery shopping in-store post-pandemic. This is an audience that previously may not have utilized online grocery shopping but now that they’ve had a taste of the convenience, there’s no looking back.

Additionally, they’re 73% more likely than the average consumer to start a new virtual gym subscription (such as Peloton or Mirror) in the next 90 days. Their migration to ecommerce isn’t limited to Amazon purchases and Peapod orders — they’re ready to move their dollars and lives online.

Want more insights on who these Baby Boomer ecommerce shoppers are and what we can expect from them in a post-pandemic world? Read The Lasting Implications of the Baby Boomer Migration to Ecommerce on DigitalCommerce360 today.

To learn more about Resonate’s deep, real-time, actionable consumer insights, request a demo.

The post As Seen In DigitalCommerce360: The Lasting Implications of the Baby Boomer Migration to Ecommerce appeared first on Resonate.

RESTON, Va., March 24, 2021 (GLOBE NEWSWIRE) — Resonate, the leading provider of A.I.-driven consumer data and analytics, today released its latest State of the Consumer Report, which examines the behavior, sentiment, and values that are guiding the purchasing behavior and media consumption of today’s disrupted consumers. Specifically, the research analyzes thousands of proprietary, privacy-safe data points on topics including consumer activism and brand alignment, current shopping preferences and behaviors, and the impact of personal values on decision-making.

“The past year has upended daily life for Americans in every way imaginable, and brands have struggled to stay relevant in a world where their customers are constantly bombarded with breaking news. Consumer values are being put to the test, and meaningful human relationships look quite a bit different than they have at any other point in history,” said Bryan Gernert, Chief Executive Officer of Resonate. “At the very beginning of the pandemic, Resonate committed to helping organizations keep pace in this unprecedented, constantly evolving reality. Now, a year later, we’re pleased to say that we have the most comprehensive, real-time, human-level insights available in this regard, and this State of the Consumer Report reflects exactly that.”

The findings of Resonate’s new report reveal how the disruption of the past 12 months has facilitated consumers’ fundamental shift to the digital ecosystem. E-commerce is now simply commerce. The reality of the disrupted consumer, who lives in a state of continued crisis, has tremendous implications on a brand’s ability to engage, acquire and retain them. Resonate’s State of the Consumer Report explores this new reality in detail and, on a more granular level, includes a number of new insights into the disrupted consumer’s decision-making process, including the following:

• They’re worried about the pandemic—but not necessarily on a micro-level. An emotional awareness in messaging is necessary but should be focused on the country at large — not whether they’re personally going to contract the virus or see an impact on their own paycheck.
• 66% of consumers believe it will be more than 6 months before we’re back to normal. This group is more likely than the average American to value duty, which means they are likely to adhere to restrictions while they’re in place.
• They’re walking the walk of a COVID-cautious consumer. These consumers aren’t just saying they’re concerned about the pandemic; they’re also taking action by avoiding physical stores and ordering products online.

The State of the Consumer Report’s insights are mined from the human-level attributes in the AI-driven Resonate Ignite Platform. To fuel the platform, Resonate runs the largest continuous National Consumer Study, garnering 13,000+ fresh insights about Americans including their values, motivations, behaviors, product preferences, political views and media consumption. Resonate then leverages cutting-edge AI to combine the survey responses with over 10 billion observations of consumer interactions, daily. Resonate understands 200 million+ profiles of American consumers that are continuously updated to provide the freshest view of each consumer. This dynamic understanding is available for real-time analysis and hyper-relevant targeting through the Resonate Ignite Platform.

The 2021 State of the Consumer further explores:

• Who is the disrupted consumer and what do they value?
• How has the retail experience evolved?
• What is the impact and influence of social media when it’s a primary form of connection?
• When tensions run high, should brands speak out?
• Who were the brand category winners and losers of 2020? What does that mean for 2021?

You can download Resonate’s full State of the Consumer Report here.

About Resonate

Resonate is a pioneer in A.I.-driven consumer data and intelligence, delivering deep, dynamic insights, cross-channel engagement and analysis in a single, simple-to-use SaaS platform. Resonate has deep consumer insights and contextually relevant data across more than 14,000 attributes, including values, motivations and other psychographics, describing more than 200 million U.S. consumers. Hundreds of companies use the Resonate Ignite Platform to reveal a 360-degree understanding that extends beyond traditional demographics, psychographics and behavioral data to uncover why consumers choose, buy or support certain brands, products or causes. Empowered with unparalleled insights, leading brands, agencies and organizations use Resonate to identify, engage and analyze these audiences, driving growth and increasing customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital. For more information, please visit www.resonate.com.

Media Contact:

Kyle Kuhnel
kyle@broadsheetcomms.com

The post State of the Consumer Reveals New Retail and Media Attitudes Driving Today’s Disrupted Consumers appeared first on Resonate.

RESTON, Va., March 15, 2021 (GLOBE NEWSWIRE) — Resonate, the leading provider of A.I.-driven consumer data and analytics, has unveiled its Privacy-Preserving Insights Solution, a comprehensive cookieless consumer intelligence solution designed to enable organizations to maintain a deep understanding of consumers amid a shifting privacy-first landscape. This solution comes well in advance of Google’s 2022 planned deprecation of third-party cookies in Chrome, a shift that will render many of the industry’s legacy data and analytics solutions useless.

“Deep insight that honors individual consumer privacy has always been a priority for Resonate, and our platform development efforts have long acknowledged that third-party cookies would eventually become obsolete,” said Bryan Gernert, Chief Executive Officer of Resonate. “For some, new regulations and Google’s move to a cookieless environment will represent an existential threat to their business. Thankfully, the nature of our pre-existing methodology puts us in a commanding market position and our customers will continue to leverage our powerful proprietary data sets for their insights initiatives, as they always have.”

At the heart of Resonate’s Privacy-Preserving Insights Solution sits the Resonate Ignite Platform, the company’s continuously updated, AI-powered consumer insights platform, which houses more than 14,000 attributes and audiences scaled to more than 200 million American consumers. This rich dataset is powered by Resonate’s National Consumer Study (NCS), the largest independent U.S. consumer research study designed to understand the drivers behind consumer decision-making.

The NCS, along with the company’s Custom Research Solutions, Flash and Spark Studies, Data Enrichment, and Data Append capabilities will remain unaffected by the death of third-party cookies, giving Resonate a massive advantage over other industry data providers with exclusively cookie-based data.

In addition, Resonate’s Connected Profiles will continue to provide a scaled understanding of individual consumers to support insight, analytics, activation, and measurement use cases in a cookieless, privacy-compliant manner. As a part of Resonate’s Privacy-Preserving Insights Solution, the company’s data delivery products—like Activation and Data Append—will deliver even greater value through Resonate’s proposed cohort and universal identifier capabilities.

“By leveraging our proprietary dataset, industry-leading universal identifiers, and our cutting-edge ML/AI infrastructure, Resonate will make a seamless transition to the cookie-free world,” said Tom Craig, Chief Technology Officer of Resonate. “Resonate is driving forward with simulations and experiments in preparation for the arrival of Google’s proposed APIs, and we are well prepared to accommodate whatever specific guidance is delivered.”

After spending 2020 by actively working with industry partners—collaborating, deliberating, and simulating—Resonate has a clear plan of action.

While the industry awaits some critical output from the Google Chrome team, Resonate is already actively:

• Partnering with multiple universal identity providers to ensure the greatest reach and coverage
• Aligning essential components of the solution, including privacy-friendly identities, behavioral and contextual data and survey panel partners to prepare for a smooth transition
• Developing deep-learning experiments and running simulations to validate efficacy and direction
• Preparing to develop against Google APIs once available
• Designing playbooks for forward-compatible product design and implementation
• Participating in industry discussions and validating emerging proposals

Learn more about Resonate’s cookieless, Privacy-Preserving Insights Solution here.

About Resonate
Resonate is a pioneer in A.I.-driven consumer data and intelligence, delivering deep, dynamic insights, cross-channel engagement, and analysis in a single, simple-to-use SaaS platform. Resonate has deep consumer insights and contextually relevant data across more than 14,000 attributes, including values, motivations, and other psychographics, describing more than 200 million U.S. consumers. Hundreds of companies have used Resonate to reveal and engage “The Human Element,” a 360-degree understanding of the individuals in their target audience that extends beyond traditional demographics, psychographic, and behavioral data to uncover why consumers choose, buy or support certain brands, products or causes. Empowered with unparalleled insights, leading brands, agencies and organizations use Resonate to identify, engage and analyze these audiences, driving growth and increasing customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners, and iNovia Capital. For more information, please visit www.resonate.com.

Media Contact:

Kyle Kuhnel
kyle@broadsheetcomms.com

The post Resonate Unveils Privacy-Preserving Insights Solution, Enabling Marketers to Continue Personalized, Cross-Channel Engagement in a Privacy-First World appeared first on Resonate.

But what happens next? How can auto insurance marketers connect with policyholders who may be reevaluating their utilization of their policy and whether they’re getting the most out of their current provider?

Resonate Taps Into the Values That Drive Policyholders

Resonate’s Ignite Platform empowers auto insurance marketers to tap into the values, motivations and purchase drivers of over 200 million U.S. consumers, plus who their current provider is and whether they’re in the market to switch.

In this article in Digital Insurance, Shiva Sharif, Executive Director, Insights & Activation Solutions, analyzed the current attitudes and behaviors of policyholders at Allstate, Geico and State Farm, particularly as they relate to today’s unique pandemic-driven climate.

“Our analysis found that 63 percent of these auto policyholders look for products that are dependable and cost-effective, and 75 percent say that price is their primary purchase driver. These policyholders’ daily decisions are primarily driven by their personal values of duty, security and safety.”

By speaking to this granular, real-time understanding of consumers, auto insurance marketers can be on the cutting edge of where policyholders are headed next and what matters to them today. Read the article in Digital Insurance here.

The post Featured in Digital Insurance: How to Sell Auto Insurance Post-Pandemic appeared first on Resonate.

Americans are spending more time at home and looking for socially distant ways to entertain. These days, 41 percent of people are watching TV through a streaming service, with streaming content accounting for 25 percent of all TV viewing.

What does the rise of OTT mean for advertisers?

OTT ad spend was predicted to hit $9 billion in 2020, up 28 percent from 2019. This should come as no surprise, given that connecting with streaming viewers is vital to business growth right now. That said, streaming viewers are a nuanced audience, different from traditional cable TV subscribers. For advertisers, capitalizing on and messaging to their unique personal values and behaviors will lead to maximum ROI.

The who, what, and where of streaming

We know that millennials are at the forefront of the switch to streaming, accounting for almost 40 percent of total streaming viewers. But what motivates and defines their viewing habits? Recently, we tapped into Resonate’s AI-driven data on Americans who consume media through a TV streaming service to better understand these individuals and their habits. In our analysis, we found:

This growing audience is 52% female and 24% aged 25-34.

• 24% have an annual income of $25,000-$50,000, and 79% have some college education or more.
• Values-wise, they are driven by the freedom to be creative, a desire to live a life full of excitement, and a desire for romantic love.
• 50% currently have cable TV in addition to their streaming service subscriptions.
• 39% have cut the cord on cable and traditional TV.
• 26% only watch TV on-demand.
• 47% watch TV via Roku.
• 23% rented three or more movies in the last 90 days via streaming.
• 43% often binge-watch TV.
• 79% watch TV between 7 p.m. and 10 p.m.
• 33% are also online on their phones while streaming.

During the pandemic already, 80 million Americans have increased their streaming viewership. In comparison, only 44 million Americans have increased their cable TV viewership during the same time. But are pandemic-driven viewers the same as typical streaming viewers?

In our research, we delved deeper into this important distinction and found that pandemic-driven viewers are demographically similar to most streaming consumers, though they are 40 percent more likely than the average consumer to be a student.

These individuals enjoy going to the movies, living an exciting life, and are most likely to watch TV on their phones. Pandemic viewers tend to be those that have time for binge-watching, as 64 percent are quarantining at home to a large extent and 98 percent are social distancing to a moderate or large extent.

2021 Takeaways for Marketers in the OTT Space

The surge in streaming viewership is here to stay for the long haul, but properly connecting with over-the-top viewers in 2021 and beyond will require marketers to keep pace with who these viewers are and their shifting viewing habits. To prepare themselves for the OTT opportunity going forward, marketers must:

Stay up-to-date on continuous shifts:

As viewers continue to stay home, consumption will continue to rise—but will it look the same? We don’t have precedent for the unprecedented. Marketers must seek out fresh, relevant audience data at the individual level to stay competitive in an increasingly saturated market.

Maximize audience value:

Marketers must understand audience shifts and recognize that reaching these consumers will require actionable, real-time audience intelligence. Marketers must look for dynamic insights that can help them maximize audience value and increase market share and retention, while also helping them tell the right story to the right audience in the right way.

Track consumer consumption now:

With more consumers at home, how will that affect viewing habits? Are they more likely to flip on the TV rather than watch on their phone? Marketers need real-time insights that help them refine their media strategies to meet viewers where they are consuming content now, whether that is traditional TV, CTV, streaming devices, mobile devices, or elsewhere.

As we move into 2021, changes in the OTT space will accelerate. Viewers will be facing even more choices in the streaming space, and in-home viewing behaviors will continue to shift in the months and years ahead. Marketers can’t afford to make advertising decisions based on 2020 insights. Now is the time to tap into real-time insights that can help advertising decision-making keep pace with consumer viewing behaviors.

An earlier version of this article was featured on Tech Funnel and The Direct Marketing Club of New York (DMCNY).

For more insights on OTT viewers and what’s to come in 2021, check out The 2021 State of OTT Report.

To learn more about Resonate’s real-time audience insights, request a demo.

The post The Current State of OTT and What it Means for Advertisers appeared first on Resonate.

COVID-19 is still playing a major role in how consumers are planning their 2020 holiday seasons, and they’re doing so based on their personal perceptions of the virus and the threat it poses to their families and communities right now.

“Today’s retail and travel brands face the daunting challenge of aligning their holiday messaging and offers with widely varying and ever-shifting consumer attitudes.”

– Ericka Podesta McCoy, Resonate CMO

In her latest article in Advertising Week’s AW360, How the Latest Consumer Attitudes Will Shape the Season for Retail and Travel Brands, Resonate CMO Ericka Podesta McCoy dives into the latest trends affecting consumers’ holiday plans.

Travel: Limited, But Happening

As of Resonate’s late October wave of COVID-19 research, conducted through the National Consumer Study, nearly two-thirds of consumers (59.5%) expected to spend the holidays with only their immediate families. Other findings to note include:

• 4 in 5 Americans didn’t expect their leisure travel to return to normal until spring 2021 or later. McCoy recommends travel brands get in front of these people now with appealing 2021 offers that emphasize flexibility in booking while still appealing to their desire to begin exploring the world again.
• 29.5% of consumers say they’re not planning to travel to nearby states until the coronavirus is under control, and 19.5% say they’re not even traveling within their states.
• 34% of Americans say they don’t plan to travel via airplane or train until the pandemic is under control, and 31.5% said they’ll be avoiding large hotel chains.

“The key to success will be for travel brands to segment their messaging smartly according to those consumers who are showing interest in traveling now versus at a later date.”

– Ericka Podesta McCoy, Resonate CMO

Retail: Consumers Becoming More Active at Home

Consumers may be cautious about flitting around the country this winter, but they’re certainly flitting around town more often. For example, the percentage of consumers who say they’re not dining in at restaurants until the pandemic is under control fell from 42.9% in August to 30.8% in October. Meanwhile, the percentages of people who say they’re dining out monthly, weekly, and even daily have risen steadily.

On the retail level, 71% of consumers are now venturing out to grocery stores and 59% to big-box stores. Meanwhile, less people are visiting clothing retailers (39.6 percent), electronics stores (21.3 percent) and other retail venues – McCoy recommends these brands continue emphasizing e-commerce and curbside pickup through the holidays.

“Today’s consumers are looking for a reason to celebrate—and they’ll be opening their wallets to do so. The key for brands is to understand where consumer attitudes sit at this precise moment.”

– Ericka Podesta McCoy, Resonate CMO

By planning and segmenting messages and offers according to a real-time understanding of consumer sentiment, retail and travel brands can make the most of the 2020 holiday season and be prepared for a strong 2021.

Read the full article, How the Latest Consumer Attitudes Will Shape the Season for Retail and Travel Brands, on Advertising Week’s AW360 today.

The post Featured in AW360: How the Latest Consumer Attitudes Will Shape the Season for Retail and Travel Brands appeared first on Resonate.

“E-commerce is establishing itself as simply the new commerce” – Ericka Podesta McCoy, Resonate CMO

The brick-and-mortar retail experience defined commerce for much of the last century. Yes, e-commerce and the act of buying with the click of a button has become omnipresent but touching and holding an item at checkout, seeking out an in-store experience purchasing power with a feeling, instant gratification; these are the reasons why many people still shopped in-person. So, how will brands translate this into an online environment?

In 2020, brands looked to quick pivots based on real-time data. Curbside pickup. Safety protocols. These were impactful switches made on a dime to adjust to how consumers buy now. But looking towards 2021, we know based on AI-driven data that these changes will likely become macro shifts that define the future of brick-and-mortar shopping.

Agility and Real-Time Data are the Future of Retail

How will brands, particularly those with brick-and-mortar locations, continue to keep up and adapt? We’ll see those who are agile in following continuous shifts in consumer comfort levels and expectations rise to the top. And those who are relying on months-old data to guide decision making will find their future is built on quicksand.

Want to dive deeper into McCoy’s AI-driven insights on the future of retail? Read Real-Time Data Will Make or Break Brick-and-Mortar Businesses. So What Can You Do About It? on Total Retail today. Then download our latest retail guide, just in time for the holiday season: Holiday Shopping 2020 Preview.

The post Featured in Total Retail: Real-Time Data Will Make or Break Brick-and-Mortar Businesses appeared first on Resonate.

Emminger says, “Going into these final weeks, everything hinges on whether candidates and causes are able to reach the right segments with the right messages at the right time—and that requires a kind of real-time insight that many marketers have never managed before.  

Now more than ever, elections cannot be won by campaigns that view constituents in terms of Republican or Democrat alone. Diverse voter populations have emerged, comprised of smaller factions across the left and right. If a candidate wants to win, they must know the values and motivations driving voters’ choices.” 

Target and Connect with Nuanced, Values-Driven Audiences 

From Texas moms targeted via microsegmentation by congressional district to voters who stand in strong support of the BLM movement, campaigns need to use real-time data in these last days and activate quickly, accurately and with extreme granularity.  

Want to find out more? Read the entire article on DMCNY here. 

The post Featured In: The 2020 Playbook for Political Marketing in the Moment appeared first on Resonate.

Advertising Week 360 featured Resonate CMO, Ericka Podesta McCoy, as she dug into the data to illustrate why these boycotts and buy-cotts aren’t always what they seem and when and why they work –– and don’t work. 

Boycotts and Buy-Cotts: What Consumer Intelligence Reveals About Their Effectiveness 

In the article, McCoy profiles several businesses that have faced boycotts and buy-cotts, from Home Depot to Chic-Fil-A to Starbucks and discusses why these calls have positively or negatively impacted –– or not impacted –– their businesses, based on the values-driven and brand-specific AI-powered data available within the Resonate Ignite Platform. If there was ever a time to know your customers on a deep, individual level, we’re living it. 

She writes, “For those brands that struggle to understand who their customers are and what drives their purchases, consumer activism represents a threat—a looming and potentially devastating disruption to their already-challenged businesses. But for brands that understand their customers on a deeper, human level—their beliefs, values and motivations—consumer activism is a force to be embraced and channeled to the benefit of both the company and its community.” 

One example is Amazon. They’ve faced multiple calls by activists to boycott their products over the years. However, consumer activists are actually more likely to be multi-product Amazon shoppers. It sounds counter-intuitive but, as you look at the data on consumer activists, it makes sense. McCoy writes, “Consumer activists are 209% more likely to do business with companies that reduce packaging, and Amazon proudly touts a mission built around sustainability.” These shoppers are willing to overlook certain value disconnects if they align in another area (plus, convenience counts for something!).  

Want to learn more and dive into other brand examples? Read the entire article, Boycotts and Buy-Cotts: What Consumer Intelligence Reveals About Their Effectiveness, on Advertising Week 360 here. 

The post Featured in Advertising Week 360: Boycotts and Buy-cotts appeared first on Resonate.

NEW YORK, NY, UNITED STATES, September 22, 2020 /EINPresswire.com/ — Dstillery, the leading custom audience solutions partner for agencies and brands, and Resonate, the leading provider of A.I.-driven customer data and intelligence, today have announced a partnership combining both companies’ unique data assets to form first-to-market COVID-19 perception segments.

These unique psychographic, behavioral and values-based audience segments blend Dstillery’s predictive behavioral segments and Resonate’s unique audience segments, which combine survey data with scaled digital touchpoints to uncover 13,000+ consumer attributes on more than 200 million U.S. consumers. Built by Dstillery using custom-A.I. models, these high-definition audience segments are refreshed daily to deliver an unparalleled level of advertising effectiveness.

“Closures and stay-at-home orders have dramatically altered consumer behavior this year, shifting priorities and needs at a faster rate than we’ve ever seen before,” said Peter Ibarra, Director, Strategic Initiatives at Dstillery. “Brands and agencies need more data than ever to better understand these accelerated behavioral shifts, and this partnership should help them better understand their customers. Resonate’s deep insights into consumer behavior enrich Dstillery’s data offering to brands and agencies, helping us guide marketers through an uncertain time.”

This partnership marks the first time that Resonate has syndicated its online audiences.

“At Resonate, we’re focused on gaining a deeper understanding of the human element that drives decision-making at the individual level,” said Marina Klusas, Vice President, Strategic Partnerships at Resonate. “In the pandemic, consumer attitudes and intentions are changing on a daily basis, and it’s incumbent upon marketing leaders to keep pace. Resonate’s ongoing COVID-19 and emerging issues research and analysis, in partnership with Dstillery’s predictive behavioral segments, represent the only industry data set that captures the shifting sentiments of these audiences in real-time.”

About Dstillery
Founded in 2008, Dstillery is the leading custom audience solutions company, empowering brands and their agencies to maximize the value of customer data and transform the way they connect with their audiences.

Our premier product, Custom AI Audiences, is built by just-for-your-brand Custom AI models that deliver the ideal combination of accuracy and scale. Because Dstillery continuously rescores candidates in and out of audiences, our audiences are always up-to-date and on-target. That’s why brands across Retail, CPG, Finance, Luxury, B2B, Telco, Travel, and Tech rely on Dstillery’s audience solutions for branding and direct response initiatives to thrive. To learn more, visit www.dstillery.com.

About Resonate
Resonate is a pioneer in A.I.-driven consumer data and intelligence, delivering deep, dynamic insights, cross-channel engagement and analysis in a single, simple-to-use SaaS platform. Resonate has deep consumer insights and contextually relevant data across more than 13,000 attributes, including values, motivations and other psychographics, describing more than 200 million U.S. consumers. Hundreds of companies have used Resonate to reveal and engage “The Human Element,” a 360-degree understanding of the individuals in their target audience that extends beyond traditional demographics, psychographics and behavioral data to uncover why consumers choose, buy or support certain brands, products or causes. Empowered with unparalleled insights, leading brands, agencies and organizations use Resonate to identify, engage and analyze these audiences, driving growth and increasing customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital.

The post Dstillery and Resonate Launch COVID-19 Perception Audience Segments, Updated Daily for Timely Marketing Decisions appeared first on Resonate.

RESTON, Va., Sept. 17, 2020 (GLOBE NEWSWIRE) — Resonate, the leading provider of A.I.-driven voter data, intelligence and managed media, today unveiled new voter research findings that provide deep insights into the values shaping the decisions of American voters who plan to vote in the Presidential Election. The research uncovered seven unique voter segments that candidates must consider as they plan their campaigns, and these segments are available for activation in advertising across all channels.

“Now, more than ever, candidates and campaigns need to engage voters based on the current events and key issues that are shaping their worlds. No other company is tracking how highly divisive issues such as the pandemic, human rights and climate change are shifting voting intentions among the key audiences that will decide this important election,” said Bryan Gernert, Chief Executive Officer of Resonate. “Our voter segments recognize the unique human elements that influence voting decisions, and they provide campaigns with the critical insights they need to not only precisely target and engage voters, but also to motivate them to vote in their favor. Elections are won by the candidates and campaigns that can connect with and rally voters based on their personal beliefs.”

To build this voter landscape, Resonate tapped into its continuously updated, highly accurate voter insights platform, which houses more than 13,000 attributes scaled to more than 200 million American voters. Using artificial intelligence (AI) and deep machine learning, Resonate discerned clustered groups and looked at how their values, motivations, issue and policy positions, candidate platform support, voting history and media consumption habits influence how they’ll vote.

• America First Populists (42 million U.S. voters – 19% of U.S. Population):                 
  The America First Populists are distinguished by their economic populist leanings and loyal support of President Trump and his pro-nationalist policies. However, in a noticeable contrast to their far-right stances on security, this group is persuadable on socialist-leaning policies and an increased social safety net.
• Resolute Republicans (13 million U.S. Voters – 6% of U.S. Population):
  Resolute Republicans represent the core group of establishment Republicans, driven by their faith and support of a strong national security presence. This heavily Baby Boomer group is considerably more relaxed on the pandemic: 31% of this group falls into the Rushed Reopeners group that’s almost 3X more likely to rush to reopen the pandemic economy than the average American.
• In-Flux Inactives (68 million U.S. Voters – 31% of U.S. Population):
  The In-Flux Inactives are a majority millennial group defined by their lack of definition. They are politically ambivalent, but persuadable across the board on issues. The key is finding where their opinions and ideology could align with your campaign. 91% identify as fiscally conservative or moderate, while 31% identify as socially conservative. How do you connect that with the fact they’re 109% more likely to state that they’re persuadable on their perception of President Trump?
• Dedicated Democrats (22 million U.S. Voters – 10% of U.S. Population):                      
  Dyed-in-the-wool Dedicated Democrats are moderate-leaning leftists who have rallied behind their support of Joe Biden. This group is active politically and more likely than the average American to contact politicians to share their thoughts and to vote based on issues. They’re 89% more likely to support mail-in voting, and they’ll make their final decision based on information from cable news, as well as newspapers and editorial endorsements.
• Persuadable Progressives (27 million U.S. Voters – 12% of U.S. Population):
  Left-leaning across the board, the Persuadable group identifies as liberal in most categories and is persuadable on issues of socialism, including a universal basic income and redistribution of wealth. This group initially supported Bernie Sanders in the primary and are 36% more likely to say they’re not excited about voting in the Presidential election. However, they’re also 21% more likely to say they are voting for Biden.
• Absolute Activists (26 million U.S. Voters – 11% of U.S. Population):
  The Absolute Activists represent the TikTok generation. These are the voters you see watching and crafting clever videos to influence friends and family—even politically. They’re 217% more likely to look for Democratic candidates with a socialist platform and feel strongly about promoting race and gender equality in their own political actions.
• Left Wing Loyalists (25 million U.S. Voters – 11% of U.S. Population):
  This educated Gen-X segment of voters is eager to donate money to support political and advocacy groups, and they’re active in their volunteer work to support those groups. They lean toward the far left of the spectrum, and their active political stances are working toward moving Trump out of the White House. They enjoy sharing their political opinions, learning about policy issues, and discussing said topics with others.

Now more than ever, elections cannot be won by campaigns that view constituents in terms of Republican or Democrat alone.  Diverse voter populations have emerged, comprised of smaller factions across the left and right. If a candidate wants to win, they must know the values and motivations driving voters’ choices. For example, Resonate has found that many conservatives grapple with what it means to be a Trump Republican, while liberals consider whether they fall into the growing Democratic Socialist wing of the party.

Read the complete findings of Resonate’s Presidential Election Voter Landscape research here.

Resonate’s deep history in helping political campaigns identify and target niche voter audiences has manifested in a strong track record of candidate victories. The seven unique voter segments identified through Resonate’s unprecedented study are now available for targeting via the Resonate Ignite platform.

About Resonate
Resonate is a pioneer in A.I.-driven voter intelligence & analytics, delivering deep understanding, dynamic insights, cross-channel engagement and analysis in a single, simple-to-use SaaS platform. Resonate has deep voter insights and contextually relevant data across more than 13,000 attributes, including values, motivations and other psychographics, describing more than 200 million U.S. voters. Hundreds of companies have used Resonate to reveal and engage “The Human Element,” a 360-degree understanding of the individuals in their target audience that extends beyond traditional demographics, psychographics and behavioral data to uncover why voters support certain candidates or causes. Empowered with unparalleled insights, leading organizations use Resonate to identify, engage and analyze these audiences, driving growth and increasing customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital.

Media Contact:
Kyle Kuhnel
kyle@broadsheetcomms.com

The post New Research Reveals the 7 Voter Segments That Will Determine the Outcome of the Presidential Election appeared first on Resonate.

Consumers today often make decisions that go far beyond basic product attributes. Values drive their personal interactions –– and their purchasing decisions. 

“Personal values form the stable lens through which a consumer views the world,” explains psychologist Thomas Lacki, Ph.D., senior fellow, research with Resonate, a marketing research intelligence firm that powers B2C marketing. 

“Values reflect consumers’ priorities, guide how decisions are made, and motivate actions. Simply put, values encapsulate the ‘why’ behind the ‘buy’ and enable a marketer to connect to the central core of consumers,” he continues. 

Resonate’s study, “Changes in Consumers’ Personal Values during the Coronavirus Crisis,” details just how much those consumer values have shifted pre-Covid to now. These values are critical for brands to understand the why that drives the buy. 

“Everything starts with humans,” Resonate CMO Ericka McCoy states. “The best relationships between brands and consumers, just like any other relationship, start with understanding. So if a brand better understands its consumers, it can have a better relationship with them.” 

It’s this deeper understanding that helps brands like Nike uncover what makes their target audience unique. A Nike ad focused on equality and tolerance, for example, the Colin Kaepernick Nike ad, will resonate with their audience and result in a successful brand-consumer values alignment. And, it’s this alignment that’s essential, “Our research shows that a brand can’t just adopt a set of values just because they want to adopt a set of values,” McCoy says. “A brand has to be authentic in their values.” 

Read the entire article on Forbes for more information on the specific consumer values increasing now, as well as more examples detailing the values-driven audiences behind major corporations.  

The post Featured in Forbes | Finding Corporate Purpose in Customers’ Values with Nike, Under Armour, Patagonia and Columbia appeared first on Resonate.

Common sense would dictate that as cases slow down and consumers become accustomed to living with precautions in place, many customers would find themselves more at ease stopping by a store in-person to run their errands. However, we haven’t necessarily seen the data back this up. 

In fact, in May, 90.4% of shoppers would have returned to stores for general merchandise, hardware, clothing, groceries, electronics or dining out, however that number fell to 71.9% in June. 

“I think that people are sort of leaning into the fact that we’re not going to get things to be the way that we want them as soon as we’d like,” said Ericka Podesta McCoy, CMO at Resonate in an interview with Retail TouchPoints. “That’s really impacting what they’re buying. When we looked at the top three attributes people wanted from the products that they’re buying in May, people who thought the economy would open in one to three months were still using words like ‘luxurious’. But by June, luxurious was being replaced by ‘familiar’.” 

Read the entire Retail TouchPoints article here to learn more about the specific precautions retailers can put into place to help ease customers. 

The post Featured in Retail TouchPoints | Store Reopenings: Why Retailers Must Go Above and Beyond to Bring Shoppers Back appeared first on Resonate.

During these times of crisis, our community’s frontline workers and healthcare professionals have shown strength and resilience day after day. The Resonation is doing their part by partnering with Cava Mezze to help feed those who are keeping us safe and healthy. 

Last week, Resonators made the first of several deliveries of Cava Mezze boxed meals to Reston Hospital Center thanks to the donations and philanthropic spirit of Resonate’s employees.  

Julie McGoldrick, Resonate’s Senior Director of Human Resources, spearheaded the Resonate-Cava volunteer partnership with Sebastian Roldan, Resonate’s Finance Manager.  Together with their families, they did the first drop-off at Reston Hospital Center last week.  “Leading our company efforts to give back to the healthcare community during this time has been so rewarding and it’s been a wonderful opportunity to give back to those who are bravely working to keep our community safe,” said McGoldrick. Her 11 year–old–daughter added, “It makes me feel like I did a good deed for the day!” 

The first delivery fed Reston Hospital Center workers with 200 boxed lunches and subsequent deliveries throughout June and July will deliver 720 more meals to thank and feed those who do so much for our local Reston community. 

The post Resonate and Cava Partner to Deliver Meals to Reston Hospital Center appeared first on Resonate.

• Reopen Rushers (21.1 million)
• Reopen Ready (9.5 million)
• Reopen Reluctant (30.3 million)
• Reopen Resistant (168.5 million)

As we approach the normally busy July 4th weekend, Resonate’s new audiences reflect the overwhelming take-away of its latest survey wave of more than 5,000 American consumers regarding their attitudes surrounding the COVID-19 pandemic: The vast majority of Americans are not ready to return to “business as usual,” and nothing shy of the availability of a vaccine will prompt their return to travel, hotels, churches, concerts, sporting events, rideshares and other previous staples of daily life.

“There are many states, including some of the hardest-hit by COVID-19, that have reopened at differing levels,” said Bryan Gernert, Chief Executive Officer of Resonate. “At Resonate, we have the most up-to-date data possible through our rolling national survey, and we see that the majority of the country is not ready to return to their daily pre-COVID existences. We are capturing nuances within each of the segments we have identified, as they evolve. Successful marketers need this data to agilely drive go-forward strategies.”

Audience Snapshot:

Reopen Rushers (55% male – 45% female)

• Favors products that are durable, familiar and popular
• More likely to identify as very fiscally and socially conservative
• Tends to vote Republican
• Wants to maintain Second Amendment rights
• Engages heavily in fantasy sports and golf
• 49% more likely to engage in issues related to developing traditional energy sources

Reopen Ready (54% male – 46% female)

• Favors products that are popular, enjoyable and innovative
• 21% more likely to use entertainment and lifestyle apps (p7)
• 19% more likely to engage with human rights issues (p16)
• Tends to vote for independent or third-party candidates (p15)
• More likely to engage with social media through Snapchat, Twitter and Instagram
• 30% more likely to watch TV on a tablet and 38% more likely to watch on their phone

Reopen Reluctant: (52% male – 49% female)

• Tends to buy products that are familiar, popular and enjoyable
• More likely to identify as fiscally and socially moderate
• 14% more likely to identify as Republican
• More likely than the average consumer to engage around pro-life issues, developing traditional energy sources and defending traditional marriage
• 26% more likely to be online only 5-10 hours each week

Reopen Resistant: (47% male – 53% female)

• Buys products that are produced sustainably, are durable and rewarding
• More likely to view vaccines as important than the average consumer
• Identifies as socially and financially liberal
• More likely to contribute to a cause
• Tends to vote Democrat

Resonate’s unprecedented COVID-19 research is being made available, free of charge, to help organizations thrive during this challenging economic time. For Resonate Ignite Platform customers, the data and insights, as well as the new Reopening Readiness audiences, are immediately actionable for insights and activation across all channels. Customers are able to easily enrich their first-party data with this deep COVID-19 data set to conduct deeper analysis to uncover nuances relative to their brand, customers or products.

Learn more about Resonate’s COVID-19 research and download the latest findings here.

About Resonate

Resonate is a pioneer in A.I.-driven consumer data and intelligence, delivering deep understanding, dynamic insights, cross-channel engagement and analysis in a single, simple-to-use SaaS platform. Resonate has deep consumer insights and contextually relevant data across more than 13,000 attributes, including values, motivations and other psychographics, describing more than 220 million U.S. consumers. Hundreds of companies have used Resonate to reveal and engage “The Human Element,” a 360-degree understanding of the individuals in their target audience that extends beyond traditional demographics, psychographics and behavioral data to uncover why consumers choose, buy or support certain brands, products or causes. Empowered with unparalleled insights, leading brands, agencies and organizations use Resonate to identify, engage and analyze these audiences, driving growth and increasing customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital.

Media Contact:

Kyle Kuhnel

Broadsheet Communications (For Resonate)

kyle@broadsheetcomms.com

The post Resonate Releases Four New U.S. Consumer Segments Based on Their Varying Comfort Levels with Business Reopenings appeared first on Resonate.

But, nearly 50% expect that both staff and fellow shoppers should wear masks.  

The U.S. economy is beginning to reopen and, while state and local restrictions are easing and retail is beginning to open up, that doesn’t necessarily mean customers will be lining up at the door –– they want to know that proper precautions are in place. 

Resonate’s Wave Three report on Consumers and COVID-19, Reopening America: Up-to-the-Moment U.S. Consumer Sentiment During the Pandemic, looked at proprietary data on behaviors as America returns to a new normal –– including their attitudes towards shopping and retail. 

Read Grit Daily’s article on consumer expectations regarding in-person shopping in the wake of the coronavirus pandemic here and learn more about Resonate’s research on who expects nightly disinfectant practices, no-contact payment, reduced occupancy and more. 

The post Featured in Grit Daily: Big-Box Stores Will Win the Reopening, But Mask Expectations Are High appeared first on Resonate.

RESTON, Va., June 16, 2020 (GLOBE NEWSWIRE) — Resonate, the leading provider of A.I.-driven consumer data and intelligence, today unveiled a new report, “Resonate’s State of Your Customer Report: Navigating the Intersection of Brand and Consumer Values,” that provides extraordinary insights into the motivations and values that drive the growing segment of “Consumer Activist” shoppers. Such insights are particularly vital for brands as they seek to understand emerging consumer attitudes and behaviors in the current social and political climate characterized by social protests, the COVID-19 pandemic and the U.S. Presidential election.

Beyond providing an in-depth look at who today’s consumer activist shoppers are and what motivates their purchasing decisions, the report examines consumers’ activist attitudes and behavior toward specific issues and industries, including the automotive, health and beauty, and banking categories. In addition, the report breaks down generational tendencies with it comes to activist shopping across Baby Boomers, Gen X, Millennials and Gen Z.

“In today’s revolutionary social climate, a growing segment of consumers is deciding which brands deserve their dollars based on the values they demonstrate as a company. These are today’s Consumer Activists,” said Bryan Gernert, Chief Executive Officer of Resonate. “Connecting authentically with these society-minded individuals promises to be even more important today as the COVID-19 pandemic and fight against racial inequality prompt shoppers to carefully consider the impact their dollars have on the economy and the world around them.”

In order to reveal the core values behind today’s activist shoppers, Resonate tapped into its continuously updated, highly accurate consumer intelligence platform, which houses more than 13,000 attributes scaled to more than 200 million U.S. consumers. Using artificial intelligence (AI) and deep machine learning, Resonate analyzed the demographics, psychographics, behavior, motivations, values and media habits of people who are searching for content about topics including economic boycotts, #GrabYourWallet, OpenSecrets, the Buycott app and ethical consumerism. Key insights from the analysis included the following:

• Auto: Activist auto shoppers are 52% more likely to feel guilty about their environmental impact and 25% more likely to criticize companies that they feel aren’t doing enough for the environment. They believe that donating money, giving incentives for green business and buying from green companies are the best ways to help the environment.
• Health and beauty: Interestingly, consumers in the market for health and beauty products are not as concerned with brands taking a stand on social issues. They’re less likely to pay more based on important issues, and it’s not a dealbreaker if the company they’re buying from doesn’t donate to charity or listen to the public.
• Banking: Today’s activist bank shoppers are 3X more likely than the average U.S. consumer to be highly engaged with advocacy issues, and their top charitable issues are poverty, animal rights and childhood obesity.

Read the complete findings of Resonate’s new State of the Consumer research, “Navigating the Intersection of Brand and Consumer Values,” here.

About Resonate
Resonate is a pioneer in A.I.-driven consumer data & intelligence, delivering deep understanding, dynamic insights, cross-channel engagement and analytics in a single, simple-to-use SaaS platform. Resonate has deep consumer insights and contextually relevant data across more than 13,000 attributes, including values, motivations and other psychographics, describing more than 200 million U.S. consumers. Hundreds of companies have used Resonate to reveal and engage “The Human Element,” a 360-degree understanding of the individuals in their target audience that extends beyond traditional demographics, psychographics and behavioral data to uncover why consumers choose, buy or support certain brands, products or causes. Empowered with unparalleled insights, leading brands, agencies and organizations use Resonate to identify, engage and analyze these audiences, driving growth and increasing customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital.

Kyle Kuhnel
Broadsheet Communications (For Resonate)
kyle@broadsheetcomms.com

The post New Research Reveals How Activism Influences Buying Behaviors appeared first on Resonate.

In addition, Resonate’s latest survey wave of more than 5,000 American consumers revealed that we’re starting to witness the beginning of “new normal” behaviors in everything from shopping to sports viewing. For example, half of consumers now consider gloved and masked staff to be a requirement for them to return to physical stores. Separately, on the media front, 34.1% of people plan to be more engaged than before with live sports when they return. However, that engagement is likely to be happening in the comfort of their own homes, as only 11.9% say they will feel safe going to events with thousands of people.

“No matter what level of business operation is permitted by state and local governments, the reopenings and resumption of business mean nothing if organizations don’t take the steps necessary to ensure customers feel safe reengaging with their services,” said Bryan Gernert, Chief Executive Officer of Resonate. “At Resonate, we’re committed to keeping our finger on the pulse on evolving consumer sentiments at this critical time. It’s vital our clients have the freshest insights to help guide their reopening planning to meet consumers where they are, even as that changes week to week.”

Additional insights from the third wave of Resonate’s wide-reaching COVID-19 survey include the following:

• When restrictions are lifted, 76.8% say that they would not feel safe attending events with hundreds of people, 79.1% feel the same about events with thousands of people, with 52.1% indicating a vaccine must be widely available in order to feel comfortable.
• The number of consumers who don’t expect their life to return to the pre-COVID “normal” until 2021 or later continues to grow, increasing 18.7% from March to May, with those in the South and Midwest overindexing for a 7+ month recovery. Those who anticipate a quick 2-3 month recovery has decreased 17.9% since March. 34.1% believe life will return to normal in 4-6 months. The percentage of people who believe life will never return to normal continues to trend upward from 2.1% in March to 5.5% in April to 6.5% in May.
• 61% now think the economy will return to normal sometime in 2021, versus only 55.2% who thought similarly back in March. The economic impact remains an enormous concern, with 71% remaining worried about their finances to a large extent.
• 25% of consumers still don’t plan to dine in at restaurants until 2021 or later. However, between April and May, 5.6% more people now believe they could be dining in restaurants by August 2020.
• Online grocery delivery saw a 12.1% drop in shoppers increasing usage, and 19% of people are increasing their visits to grocery stores or pharmacies.
• Once open, 60.5% are eager to get back to strolling through Target and other big box stores, rather than shopping online, but they expect to see staff wearing masks and gloves (50%) and be aware of nightly disinfection store protocols (47.9%).
• 48% of consumers don’t expect their leisure travel to return to normal until 2021 or later. However, 52.3% report that they will feel safe traveling within their state when restrictions are removed, compared to 36.7% for another state and only 10.8% who would feel safe traveling internationally.
• 31.3% would feel safe staying in a large hotel chain compared to 21.8% who would feel safe renting a room or home (e.g., Airbnb), and more people would feel comfortable taking a flight or a train than mass transit.
• While cable television watching has decreased, 58.5% have increased their consumption of streaming TV. Meanwhile, ESPN’s reported viewer engagement numbers doubled, potentially as a result of series like The Last Dance.
• 52.9% Americans report their belief that the federal government is effectively handling the COVID-19 crisis has declined, continuing a trend since March. 6.8% more people say their trust of the federal government has decreased to a large extent between March and May.
• 37.3% say they support replacing private insurance compared to 25% in March.
• 47% of consumers say they are now more supportive of closing the U.S. borders to foreign visitors and immigrants.

Resonate’s unprecedented COVID-19 research is being made available, free of charge, to help organizations thrive during this challenging economic time. For Resonate Ignite Platform customers, the data and insights are fully connected to the Resonate National Consumer Study. Customers are able to easily enrich their first-party data with this deep COVID-19 data set to conduct deeper analysis to uncover nuances relative to their brand, customers or products.  Learn more about Resonate’s COVID-19 research and download the latest findings here.

About Resonate
Resonate is a pioneer in A.I.-driven consumer data and intelligence, delivering deep understanding, dynamic insights, cross-channel engagement and analysis in a single, simple-to-use SaaS platform. Resonate has deep consumer insights and contextually relevant data across more than 13,000 attributes, including values, motivations and other psychographics, describing more than 200 million U.S. consumers. Hundreds of companies have used Resonate to reveal and engage “The Human Element,” a 360-degree understanding of the individuals in their target audience that extends beyond traditional demographics, psychographics and behavioral data to uncover why consumers choose, buy or support certain brands, products or causes. Empowered with unparalleled insights, leading brands, agencies and organizations use Resonate to identify, engage and analyze these audiences, driving growth and increasing customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital.

Media Contact:
Kyle Kuhnel
Broadsheet Communications (For Resonate)
kyle@broadsheetcomms.com

As first seen in GlobeNewswire

The post Consumers Are Holding Out for a COVID-19 Vaccine Before Resuming Many Activities, According to Massive New Wave of Consumer Surveys appeared first on Resonate.

It’s essential to stay connected to what consumers expect in order to resume their [new] normal and Resonate is tracking the data on the specifics, from masks to forced social distancing to a vaccine.  

Read the entire article here and learn what business leaders across the country are doing to stay on top of consumer sentiment during reopening. 

The post Featured in Crunchbase: Consumer expectations, buying habits changing due to COVID-19 appeared first on Resonate.

“The first wave of our COVID-19 research provided insight into the early reactions of U.S. consumers in the face of the new pandemic. This second wave provides a vital look at how consumer attitudes are evolving as people prepare for its prolonged effects on how they live and work,” said Bryan Gernert, Resonate CEO, in the release. 

Read the entire article here. 

The post Featured in Retail Customer Experience: Business as Unusual: Reopening in a Mid-COVID World appeared first on Resonate.

“The first wave of our COVID-19 research provided insight into the early reactions of U.S. consumers in the face of the new pandemic. This second wave provides a vital look at how consumer attitudes are evolving as people prepare for its prolonged effects on how they live and work,” said Bryan Gernert, Chief Executive Officer of Resonate. “At Resonate, we’re committed to helping organizations keep their fingers on the pulse of the changing consumer psyche. Our ability to continuously update this research and connect it to our customers’ ecosystems will prove absolutely foundational to companies as they continue to adapt to the shifting marketplace.”

Sample insights from the wide-reaching survey include the following:

• Nearly a quarter of consumers don’t expect they’ll dine in at restaurants until 2021. Less than a third of consumers expect to dine in at restaurants this summer or earlier.
• Consumers are similarly pessimistic about travel for leisure purposes, with 48% saying they don’t expect these activities to return to normal until 2021 or later.
• On the political front, consumer opinions about President Trump have worsened over the past month, with 37% of consumers saying their opinion of him is “much worse” now (compared to 29% just a month ago). Meanwhile, consumer support for social safety nets and proposed programs like Medicare for All continues to grow.

Resonate’s unprecedented COVID-19 research is being made available, free of charge, to help organizations thrive during this challenging economic time. For Resonate Ignite Platform customers, the data and insights are fully connected to the Resonate National Consumer Study. Customers are able to easily enrich their first-party data with this deep COVID-19 data set and conduct further custom research and surveys to uncover nuances relative to their brand, product or solution. Learn more about Resonate’s COVID-19 research and download the latest findings here.

About Resonate
Resonate is a pioneer in A.I.-driven consumer data and intelligence, delivering deep understanding, dynamic insights, cross-channel engagement and analysis in a single, simple-to-use SaaS platform. Resonate has deep consumer insights and contextually relevant data across more than 13,000 attributes, including values, motivations and other psychographics, describing more than 200 million U.S. consumers. Hundreds of companies have used Resonate to reveal and engage “The Human Element,” a 360-degree understanding of the individuals in their target audience that extends beyond traditional demographics, psychographics and behavioral data to uncover why consumers choose, buy or support certain brands, products or causes. Empowered with unparalleled insights, leading brands, agencies and organizations use Resonate to identify, engage and analyze these audiences, driving growth and increasing customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital.

Media Contact:
Kyle Kuhnel
Broadsheet Communications (For Resonate)
kyle@broadsheetcomms.com

First published in PRWeb

The post Resonate’s New COVID-19 Index Reveals Dramatic Month-Over-Month Attitude and Behavioral Shifts Among U.S. Consumers appeared first on Resonate.

Resonate is tracking real-time shifts in the impact of COVID-19 on consumer morale and sentiment. As the crisis evolves, so does the way consumers respond, but financial anxiety is consistently top of mind. In fact, research found that while 63.5% of respondents have concerns related to the health impact of coronavirus, 80.4% are worried about the disease’s economic impact. 

The Financial Brand’s article digs into how financial institutions, including banks and credit unions, can use Resonate’s COVID-19 data to approach their marketing with targeted messages that will help consumers rather than turn them off during this time when financial anxieties are running high. These financially “nervous” segments crave security –– and marketing should focus on providing that sense of stability. 

Read the entire article on The Financial Brand’s website to learn more about how your financial institution can intentionally target marketing in the wake of the coronavirus pandemic. 

The post As Featured In The Financial Brand: Resonate’s Research on Consumer Financial Anxiety appeared first on Resonate.

“The ongoing COVID-19 crisis has thrown the anticipated political landscape into chaos, and candidates and political organizations are struggling to understand and adapt to a new voter landscape, where conventional issues are put on the back-burner,” said Bryan Gernert, Chief Executive Officer of Resonate. “At Resonate, we have the ability to instantly tap into the American psyche, at scale, to uncover the real impact of COVID-19 on voter sentiment. This helps candidates and political organizations understand and engage key voter segments, in real-time, with highly tailored, compelling messaging.”

Sample insights from the wide-reaching survey include the following:

• Consumer Sentiment and Behavior: 80% of people are more worried about their financial health vs. their physical health. Many consumers still aren’t taking social distancing seriously. Two-thirds (65%) of people say they’ve left their home 1-3 times in the past week to visit a store, restaurant, or other retail establishment. 18% have done so 4 or more times, with only 17% saying they have not left home for those reasons at all.
• Media Habits: 70% of people are either constantly or regularly consuming news on a daily basis. Local news is the primary outlet for COVID-19 news among 21% of consumers, with Facebook in second place at 12% of consumers. 9% of consumers use CNN as their top outlet, and 8% turn to Fox News.
• Political Issues: As a result of their experience with COVID-19, 55% of people say they’re now more supportive of enhancing free meal programs in school. 59% are more supportive of enhancing unemployment coverage, 42% are more supportive of expanding existing safety net programs (food stamps, rent subsidies), and 25% are more supportive of replacing all private health insurance with Medicare (Medicare for All).

“This recent survey represents a first-of-its-kind effort to help candidates and political organizations understand and tangibly navigate the American attitude and behavior shifts brought about by this pandemic,” continued Gernert. “It is important for the American political system to keep moving forward in this important election year, which is why we are offering this data free of charge to all organizations.”

Learn more about Resonate’s unprecedented Coronavirus Flash study and download the full findings here.

About Resonate
Resonate is a pioneer in A.I.-driven data and intelligence, delivering deep understanding, dynamic insights, cross-channel engagement and analysis in a single, simple-to-use SaaS platform. Resonate has deep voter insights and contextually relevant data across more than 13,000 attributes, including values, motivations and other psychographics, describing more than 200 million U.S. citizens. Hundreds of organizations have used Resonate to reveal and engage “The Human Element,” a 360-degree understanding of the individuals in their target audience that extends beyond traditional demographics, psychographics and behavioral data to uncover why people choose, advocate or abandon certain causes. Empowered with unparalleled insights, leading organizations use Resonate to identify, engage and analyze these audiences.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital.

Media Contact:
Kyle Kuhnel
Broadsheet Communications (For Resonate)
kyle@broadsheetcomms.com

First published in PRWeb

The post Massive Survey Reveals Impact of COVID-19 on Voter Attitudes and Political Sentiments appeared first on Resonate.

We Knew Consumers Were Worried. But, the Results Were Surprising. 

The coronavirus pandemic has U.S. consumers worried. However, their worries aren’t focused on the obvious health crisis at hand. In fact, 80% of American adult consumers are more worried about their financial health and the possibility of a recession than they are their physical health. 

Unrivaled Access to the Consumer Psyche During the Coronavirus Pandemic 

This information came from the Resonate study, Understanding U.S. Consumer Sentiment During the Coronavirus Pandemic. In it, you’ll find a deep dive into the behaviors, motivations and morale of Americans as we face the immediate and future impact of COVID-19.   

The study surveyed approximately 5,000 U.S. consumers and was scaled to the entire adult population of over 200 million. It will continue to be updated with real-time data over the coming weeks and months. 

Read the full article here. 

The post Resonate in MediaPost: Financial Health Is Bigger COVID-19 Worry Than Physical Health appeared first on Resonate.

21% of Virtual Gym Members Likely to Cancel 

Some retail behaviors shifts due to COVID-19 were predictable: a decrease in restaurants and in-person shopping, an increase in online grocery orders and takeout. Other shifts, however, are slightly less intuitive.  

One might expect that as gyms have closed, virtual workout services would see a huge uptick in subscriptions. As McCoy wrote in Total Retail, the data shows something else: 21% of virtual gym members say they’re likely to cancel their membership in the next 90 days. 

Additionally, only 10% of consumers say they’re more likely to start a subscription to a meal delivery kit in the next 90 days. 

Consumer Behavior is Rapidly Shifting and Brands Need a Customized Approach 

We know consumer behaviors are drastically shifting and each brand must evaluate a customized path forward that aligns with the values that drive their customers’ decision making. 

To uncover consumer motivation, Resonate launched a 100-plus question survey of 5,000 U.S. consumers that provides new insights into how the ongoing COVID-19 outbreak is fundamentally changing the buying habits of American consumers. Those insights are available in Understanding U.S. Consumer Sentiment During the Coronavirus Pandemic. 

Read the full article on subscription insights here. 

The post Resonate in Total Retail: Even Virtual Gym and Meal Delivery Subscriptions Not Immune to COVID-19 Effects appeared first on Resonate.

RESTON, Va., April 13, 2020 (GLOBE NEWSWIRE) — Resonate, the leading provider of A.I.-driven marketing data and intelligence, today unveiled the findings of a flash survey of 5,000 consumers that provides unprecedented insights into how the ongoing COVID-19 outbreak is fundamentally changing the buying habits and sentiments of American consumers. The Resonate Coronavirus Connected Flash Study — the largest, most comprehensive of its kind to date — posed more than 100 questions to nearly 5,000 consumers to evaluate how American citizens are viewing and adapting to the current crisis across a broad spectrum of industries and categories.

“The ongoing COVID-19 crisis has thrown every sector — from travel to retail to financial services — into disarray, and brands are struggling to understand the new reality and adapt to continual new information,” said Bryan Gernert, Chief Executive Officer of Resonate. “At Resonate, we have the ability to instantly tap into the consumer psyche, at scale, to uncover the real human impact of COVID-19. This helps companies understand how their customers and prospects will react during this crisis so they can tailor their messages accordingly. Because this research is connected to our National Consumer Study, and integrated into their ecosystem, it’s dynamically updated and continuously scaled for use. That’s the only way companies can address today’s consumer.”

Sample insights from the wide-reaching survey include the following:

• Consumer Sentiment and Behavior: 80% of people are more worried about their financial health vs. their physical health. Many consumers still aren’t taking social distancing seriously. Two-thirds (65%) of people say they’ve left their home 1-3 times in the past week to visit a store, restaurant, or other retail establishment. 18% have done so 4 or more times, with only 17% saying they have not left home for those reasons at all.
• Financial Plans: 61% of consumers say they’ve decreased their spending as a result of the COVID-19 situation. 34% of people are less likely to remodel or refurbish their homes. 32% are less likely to purchase a house. 24% are less likely to take out a personal loan. 20% are less likely to leverage new financial services at all.
• Retail Behavior: 55% say they’re more likely to purchase products online in the next 90 days, and 41% are more likely to purchase groceries online. Surprisingly, only 10% say they’re more likely to start a subscription to a service such as a meal delivery kit in the next 90 days, and 21% are more likely to cancel an existing subscription service.
• Travel Plans: Among people who have cancelled airline or hotel reservations as a result of the COVID-19 situation, only 15% say they’ve rebooked. Two-thirds of people (67%) think it will take until at least Fall 2020 for their travel activities to return to normal. 26% expect it won’t be until 2021 or later.

“This recent survey represents a first-of-its-kind effort to help organizations understand and tangibly navigate the American consumer attitude and behavior shifts brought about by this pandemic,” continued Gernert. “It is important for all industries to recover as quickly as possible from this crisis, which is why we are offering this data — a $50,000 value — to the entire marketplace free of charge.”

Learn more about Resonate’s unprecedented Coronavirus Flash study and download the findings here.

About Resonate
Resonate is a pioneer in A.I.-driven consumer data and intelligence, delivering deep understanding, dynamic insights, cross-channel engagement and analysis in a single, simple-to-use SaaS platform. Resonate has deep consumer insights and contextually relevant data across more than 13,000 attributes, including values, motivations and other psychographics, describing more than 200 million U.S. consumers. Hundreds of companies have used Resonate to reveal and engage “The Human Element,” a 360-degree understanding of the individuals in their target audience that extends beyond traditional demographics, psychographics and behavioral data to uncover why consumers choose, buy or support certain brands, products or causes. Empowered with unparalleled insights, leading brands, agencies and organizations use Resonate to identify, engage and analyze these audiences, driving growth and increasing customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital.

Media Contact:
Kyle Kuhnel
Broadsheet Communications (For Resonate)
kyle@broadsheetcomms.com

First published in Global Newswire

The post Massive Consumer Study Reveals Real-World Behavioral Impact of COVID-19 Across Industries appeared first on Resonate.

GOOGLE TO PHASE OUT THIRD-PARTY COOKIES IN THE NEXT TWO YEARS

The news of Google’s decision to eliminate the use of third-party cookies in the next 2 years has been well covered. By now, we have all heard about the ills of the decades-old cookie solution, how it was never intended for this use and yet it powered a $100 billion industry. We have heard Google’s intention isn’t to threaten this industry, but to take the time needed to build the right solution for the future. A solution that is consumer friendly, privacy first and, ultimately, a stimulant to an even better, more flexible ecosystem. If you listen closely, you will even hear a very positive and collaborative sentiment from across the ecosystem. The industry has recognized that this is a defining moment to build a better solution, put the consumer at the center and trigger innovation and collaboration to power the coming decades.

RESONATE ANTICIPATED THIS DECISION –– AND ACTIVELY DIVERSIFIED DATA PROCESSES

The announcement wasn’t a surprise to those in the industry who were paying attention. At Resonate, we have anticipated this inevitable trend and actively diversified our data processes to leverage data from well beyond the cookie, from all device types to power our deep consumer understanding. While the cookie demise is disruptive, it is not concerning. The promise of a new, more powerful solution is viewed with more excitement than fear.

The industry is coming together. Google started the two-year clock with a statement about working with the industry to preserve the value exchange that has powered the last few decades, but to do so in a privacy-friendly manner. We are excited about the changes and confident that our efforts will trigger another revolution, one that is designed to provide the best consumer experiences, while maintaining privacy. The conversations are in full swing; proposals are being made and solutions are forming.

NATIONAL CONSUMER STUDY WILL CONTINUE TO DELIVER DEEPEST CONSUMER INSIGHTS

With these changes Resonate is poised to extend our leadership position as the premier Consumer Intelligence platform in the post-cookie era. Our opt-in Resonate National Consumer Study stands as the ground truth for delivering the deepest understanding of the U.S. consumer and has always been independent of the need for any 3rd party cookie. In addition, Resonate has cutting-edge data and machine learning architecture that enables us to quickly adapt to emerging solutions. Resonate has made its name by being a proven disruptor in transforming the world of Consumer Insights. We thrive and embrace constant innovation and are poised for rapid, transformative change to deliver the best outcomes for our clients.

LOOKING TOWARDS THE FUTURE OF CONSUMER INTELLIGENCE

We are excited to work with our clients and partners as we go through this industry transformation together. Over the coming weeks and months, Resonate will continue to be actively involved in the industry discussion and the testing and development of the new solution.

The post Google is Eliminating Third-Party Cookies. What’s Next for Consumer Intelligence? appeared first on Resonate.

Q&A WITH RESONATE’S CTO

“Market research is an age-old discipline, but at a lot of companies, its tactics have failed to evolve for the digital age. That’s where Resonate comes in,” Resonate CTO Tom Craig told AiThority in a recent interview. “We take the absolute best in research and bring it to internet scale. Our unique approach lets marketers unite all of their data and make it smarter with Resonate’s unique insights that reveal the “why” behind consumer decision-making.”

RESONATE DELIVERS DEPTH, SCALE AND FIDELITY

Resonate has deep consumer insights and contextually relevant data across attributes that include values, motivations and other psychographics, describing more than 200 million U.S. consumers. According to Craig, that means Resonate is able to deliver a trifecta that was previously missing from market research: depth, scale and fidelity.

PREDICTIVE AI CAPABILITY FUELED BY MACHINE LEARNING

“Over the past year, Resonate has launched a new predictive AI capability fueled by gradient boosting, which is the most powerful Machine Learning application around today. Gradient boosting enables us to develop more than 13,000 consumer attributes, continuously modeled to the entire adult U.S. population, in ways previously thought impossible,” Craig added.

“As a result, Resonate clients are now able to personalize their products, solutions, experiences and messaging like never before with a dynamic, continuously updated platform that goes beyond the household to reach the individual level. Resonate is the only consumer intelligence firm deploying gradient-boosted models—which are most typically employed in cutting-edge cancer research—at this scale, which allows us to offer something nobody else can: both precision and scale.”

Read Tom Craig’s full interview on AiThority here.

The post Bringing the Best in Research to Internet Scale appeared first on Resonate.

Reston, V.A., January 31, 2020 – Resonate, the leading provider of A.I.-driven consumer intelligence for marketers, has been awarded a 2020 Top Workplaces honor by Virginia Business. The top companies listed are based on the results of an employee feedback survey administered by Best Places to Work in Virginia program. This is Resonate’s fifth time receiving this honor.

“It is an honor being named to the Best Places to Work in Virginia list,” said Bryan Gernert, chief executive officer, Resonate. “Throughout the entire company, we strive to create an environment that encourages inclusion, creativity and innovation . Our ability to create pioneering technology is a collective result of our employees’ knowledge, motivation and customer obsession. Our employees are the heart and soul of work and it is a great reward to know that our employees appreciate the dynamic workplace we’ve created.”

Several aspects of workplace culture were measured, including alignment, execution and connection. As a pioneer in the consumer intelligence landscape, Resonate’s culture, summarized with the acronym PIMCLICK for Problem-solving, Innovation, Motivation, Customer-Obsession, Leadership, Integrity, Communication and Knowledge, represents a key driver of its innovation. Resonate’s Artificial Intelligence (AI)-driven Ignite platform is the first industry solution to apply science and technology toward the art of understanding the complexity of human motivations — the true why — behind consumer behavior at the individual level and at scale.

This Best Places to Work in Virginia survey and awards program is designed to identify, recognize and honor the best places of employment in Virginia, benefiting the state’s economy, workforce and businesses. The 2020 Best Places to Work in Virginia list is made up of 100 companies.

To be considered for participation, companies had to fulfill the following eligibility requirements:

• Be a for-profit or not-for-profit business or government entity
• Be a publicly or privately held business
• Have a facility in the state of Virginia
• Have at least 15 employees working in the state of Virginia
• Be in business for a minimum of 1 year

An employee survey was also conducted to gauge employee satisfaction and overall work-life experience. The survey counted for approximately 75 percent of the total evaluation. The combined scores determined the top companies and the final ranking. Best Companies Group managed the overall registration and survey process in Virginia and also analyzed the data and used their expertise to determine the final ranking.

Companies from across the state entered the two-part survey process to determine the Best Places to Work in Virginia. The first section consisted of evaluating each nominated company’s workplace policies, practices, philosophy, systems and demographics. This part of the process was worth approximately 25 percent of the total evaluation.

About Resonate
Resonate is a pioneer in A.I.-driven consumer intelligence & analytics, delivering deep understanding, dynamic insights, cross-channel engagement and analysis in a single, simple-to-use SaaS platform. Resonate has deep consumer insights and contextually relevant data across more than 13,000 attributes, including values, motivations and other psychographics, describing more than 200 million U.S. consumers. Hundreds of companies have used Resonate to reveal and engage “The Human Element,” a 360-degree understanding of the individuals in their target audience that extends beyond traditional demographics, psychographics and behavioral data to uncover why consumers choose, buy or support certain brands, products or causes. Empowered with unparalleled insights, leading brands, agencies and organizations use Resonate to identify, engage and analyze these audiences, driving growth and increasing customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital. For more information, please visit www.resonate.com.

About Best Places to Work in Virginia
For more information on the Best Places to Work in Virginia program, visit https://www.bestplacestoworkva.com/.

The post Resonate Named Among Best Places to Work in Virginia for a Fifth Time appeared first on Resonate.

“Much of the data that traverses the digital world was expressly created to drive ad targeting online, where scale matters much more than accuracy,” Resonate COO Andy Hunn told MarTech Series in a recent Q&A. “But when you’re driving eight to nine-figure marketing strategy decisions, data quality becomes the primary driver. In today’s era of transparency and privacy concerns, having trusted data from reliable sources has never been more important.”

RESONATE TRANSFORMS QUALITY DATA INTO THREE-DIMENSIONAL PERSONAS

And that is where Resonate comes in, Hunn told MarTech Series. Resonate’s data was designed expressly for this purpose: quality data that can help marketers gain the deepest possible understanding of their customers, and the ability to transform those insights into action.

The Resonate platform, powered by this “Human Element” data, can transform traditional flat personas created over the years into a three-dimensional view of customers that understands the values, motivations, and the true “why” associated with customer buying decisions.

MARTECH FOCUSED ON MAKING MARKETERS SMARTER, MORE STRATEGIC

“Nearly all Marketing Technology innovation has been focused on making marketing execution faster ––automating email campaign delivery and management so we didn’t need to manage with spreadsheets anymore, delivering and turning around online ad campaigns that are optimized automatically,” Hunn said. “But almost no innovation has been focused on making marketers smarter. Leveraging all the measurability and big data available in today’s digital economy to help marketers fundamentally improve their strategy, and in turn their engagement activities.

“Our research has shown that every consumer has a core set of values, beliefs, and motivations that shape their decision to choose one brand over another,” Hunn added. “It is the understanding of this personal ecosystem that today’s marketers crave and that Resonate delivers.”

Read Andy Hunn’s full interview on MarTech Series here.

The post MarTech Series Q&A with Andy Hunn: How Resonate Became the “Go-To Platform for Martech and Analytics” appeared first on Resonate.

RESTON, Va., Oct. 24, 2019 (GLOBE NEWSWIRE) — Resonate, the leading provider of A.I.-driven consumer intelligence for marketers, today released its latest State of the Consumer Report, which examines four distinct audience segments that collectively represent the major underlying influences behind today’s consumer purchases. Specifically, the research breaks down the motivations driving activist shoppers, personal values shoppers, advice-seeking shoppers and blog-obsessed shoppers.

“Everyone is guided by an underlying set of core personal values, and those values are reinforced by social causes, advice from those around them and prominent bloggers. This first-of-its-kind analysis takes a look at all of these forces, and it reveals insights that marketers need to create enduring connections with today’s consumers,” said Bryan Gernert, Chief Executive Officer of Resonate. “Data and insights are necessary ingredients for brands looking to create resonant, personalized experiences. The quality of the insight ingredients they use is more important than ever. If marketers want to drive sales, growth and loyalty, they must seek to enrich their current data set to uncover—and align themselves with—the key motivations that drive people.”

Resonate’s State of the Consumer Report analyzes the buying decision influences of the following four audience segments.

• The Activist Shopper: The report examines three distinct types of activist shoppers: those who value companies that focus on healthy environmental practices, shoppers who seek out companies known for being ethical and shoppers who value companies that are avid charitable contributors.
• The Personal Values Shopper: The report analyzes consumers who fit into four broad categories of personal values: openness to change, self-enhancement, conservation and self-transcendence.
• The Advice-Seeking Shopper: The report provides deep insights into consumers who are devout readers of product review sites and people who seek the advice of family and friends before making purchases.
• The Blog-Obsessed Shopper: The report delves into the motivations of people who read the top health blogs, fashion blogs and mom blogs.

You can download Resonate’s full State of the Consumer Report here.

Methodology
The insights shared in the report come from the Resonate consumer intelligence platform, which is continually updated to reflect the latest data. The Resonate consumer intelligence platform combines the U.S.’s largest consumer survey data (250,000 surveys conducted on an ongoing basis) with digital and physical footprint data at scale. The result is a proprietary deep understanding of consumers that covers more than 13,000 attributes across 200 million adults in the United States.

About Resonate
Resonate is a pioneer in A.I.-driven consumer intelligence & analytics, delivering deep understanding, dynamic insights, cross-channel engagement and analysis in a single, simple-to-use SaaS platform. Resonate has deep consumer insights and contextually relevant data across more than 13,000 attributes, including values, motivations and other psychographics, describing more than 200 million U.S. consumers. Hundreds of companies have used Resonate to reveal and engage “The Human Element,” a 360-degree understanding of the individuals in their target audience that extends beyond traditional demographics, psychographics and behavioral data to uncover why consumers choose, buy or support certain brands, products or causes. Empowered with unparalleled insights, leading brands, agencies and organizations use Resonate to identify, engage and analyze these audiences, driving growth and increasing customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital. For more information, please visit www.resonate.com.

Media Contact:
Kyle Kuhnel for Resonate
Broadsheet Communications
kyle@broadsheetcomms.com

As reported on GLOBE NEWSWIRE on October 24, 2019: Resonate’s State of the Consumer Report Reveals New Insights into 4 Intriguing Customer Segments.

The post Resonate’s State of the Consumer Report Reveals New Insights into 4 Intriguing Customer Segments appeared first on Resonate.

RESTON, VA, September 24, 2019 – Resonate, the leading provider of consumer intelligence for marketers, has released its latest wave of insights into the consumer insurance market, and the findings are startling: Nearly 66 million Americans are switching or are considering switching insurance providers within the next 12 months. These findings indicate that, while customer retention needs to be a top priority for leading insurance brands in the coming year, emerging insurance competitors have a major opportunity to lure away new customers at a time when they’re most open to new options. 

Specifically, Resonate’s consumer intelligence platform identified 48 million people who are considering switching insurers in the next year. These are people who could be persuaded to get their insurance elsewhere, or they could be persuaded to stay with their current insurer. On top of this persuadable audience, nearly 17.7 million people confirmed they are definitely switching insurers within the next year.

“If major insurers such as GEICO, Allstate, Progressive and State Farm want to prevent their customers from churning, they need to employ innovative strategies to appeal to consumers’ evolving needs,” said Ericka McCoy, CMO of Resonate. “Not all insurance customers are the same, and it’s time for these companies to start personalizing their messaging beyond demographics and other basic attributes like life stage, but also according to the values that motivate people as consumers.”

On Sept. 23-25, executives from Resonate will be on hand at InsureTech Connect in Las Vegas, where you can swing by booth #1105 to learn more about the motivations driving today’s insurance switchers. You can also download the full executive brief, “The Secret to Retaining (or Poaching) the 66 Million Insurance Switchers,” here.

About Resonate

Resonate is a pioneer in Consumer Intelligence Marketing, delivering deep understanding, dynamic insights, cross-channel engagement and analysis in a single, simple-to-use SaaS platform. Resonate has deep consumer insights and contextually relevant data across more than 13,000 attributes, including values, motivations and other psychographics, describing more than 200 million U.S. consumers. Hundreds of companies have used Resonate to reveal and engage “The Human Element,” a 360-degree understanding of the individuals in their target audience that extends beyond traditional demographics, psychographics and behavioral data to uncover why consumers choose, buy or support certain brands, products or causes. Empowered with unparalleled insights, leading brands, agencies and organizations use the R7 platform to identify, engage and analyze these audiences, driving growth and increasing customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital. For more information, please visit www.resonate.com.

Media Contact:
Michael Tilus for Resonate
michael@broadsheetcomms.com

The post New Resonate Analysis Finds That 66 Million Americans Are Considering Switching Insurance Providers in the Coming Year appeared first on Resonate.

Marketers aim to deepen the emotional appeal of their communications, but these attempts have used proxies of consumers as opposed to using their actual core values, beliefs and motivations. I like to call it the uncanny valley of marketing. We should not retreat from the edge of the uncanny valley but to instead put in place the processes and technology to bridge it.

BUILD THE UNCANNY VALLEY BRIDGE

Crossing the uncanny valley is possible. The trick for agencies is to focus on three key elements: data, technology and process. Hollywood offers a great example of the process. We’ve seen filmmaking and CGI begin to emerge with wholly animated characters beginning to take on realistic emotional, human portrayals that attract rather than repel viewers.

Filmmakers bridged the uncanny valley with motion capture and facial topology, using hundreds of sensors attached to an actor’s body and face. These sensors capture real human movement and expressions so that artists can then animate on top of them.

This process starts with humans, captures nuanced, expressive data and combines that data with technology and process to more richly integrate animations with emotions and create more real connections with the viewers.

HOW MARKETERS SHOULD FOLLOW SUIT

Marketers today are using rough ‘cardboard’ cutouts instead of real humans in their audience targeting. Most personas within media-buying come from census metrics like age, gender and income.

Marketers also get a “plus one” magic ingredient in persona development. It might be geography, recent shopping activity or a recent web visit. But there’s a lack of depth in how marketers are targeting consumers. ‘Cardboard’ flatness is a sacrifice being made to get to scale. Why? Because these audiences represent populations rather than true personas. But how can marketers identify effective creative messaging and channels when there’s no nuance to their audiences?

Current tactics won’t work. That’s why creative and messaging today is ending up in the uncanny valley. Marketers have plenty of data to vaguely attempt personalized connections, but it’s not enough. In the end, the interactions fall flat.

For marketers to move beyond ‘cardboard’ personas, they need data, process and technology. Marketers already have scores of data. The execution through process and technology is the hard part.

Our industry needs to focus on putting in place the processes and technology to enable marketers to connect all the data points on a given consumer and message accordingly.

Think of it like motion capture in filmmaking. Current data represent the many sensors attached to a live actor’s face and body. The next step is to translate that data into an accurate representation of a human—complete with age, gender and income, as well as their values, motivations and real-life actions. It’s this genuinely human data that will enable marketers, with the help of the right technology and process, to bridge the uncanny valley of marketing at last.

Think of Resonate’s managed media service as your agency’s solution for data, technology and process. We provide your teams with the most relevant and accurate audiences built from our proprietary consumer insights. Our team of experts then activates those nuanced audiences across all digital channels, at-scale with AI-driven lookalike modeling. We drive the right audiences to the right channels, allowing you to cost-effectively reach the KPIs your clients expect.

Learn more about moving away from ‘cardboard’ personas and relying on deeper, more relevant data for your next campaign in our on-demand webinar, Uncover the Human Element of Data Targeting: Go Beyond ‘Cardboard’ Personas.

The post The 3 Keys to Moving Beyond ‘Cardboard’ Personas appeared first on Resonate.

At the same time, 6.3 million consumers say they plan to switch their primary bank within the next year (up from 5.6M last year), according to Resonate’s most recent consumer intelligence platform. Resonate has also identified an additional 31 million bankers who could be persuaded to switch banks. This means that when Resonate asked them if they plan to switch banks this year, their response was “I don’t know”.

That’s a lot of customers who could potentially be lured to another financial institution, and it’s another indication that loyalty among banking customers is slipping. With challenger brands and disruptors emerging with services revolved around personalization and technology, this is a prime opportunity for companies to realign their services and messaging to make sure they retain their current banking customers.

Want more insights into the banking vertical? Schedule a demo.

This article was originally published on Banking Exchange. To read the full article click here.

The post 31 Million Consumers Are On The Fence About Switching Banks This Year appeared first on Resonate.

RESTON, Va., May 22, 2019 (GLOBE NEWSWIRE) — In a business climate where direct brand relationships with consumers are increasingly vital, Resonate’s dynamic, always-on consumer intelligence marketing platform is experiencing unprecedented growth due to the wholly unique consumer behaviors, values and motivations it provides to companies.

Fueled largely by the need among brands to gain deeper consumer intelligence in the disrupted, direct-to-consumer (DTC) economy, Resonate has experienced 81% year-over-year revenue growth and a 122% year-over-year increase in EBITA. Resonate operates across more than 14 different vertical markets, including banking, automotive, retail, financial services and others. In particular, the company has seen massive growth within the CPG vertical, as these companies strive to gain an understanding of their consumers within the new direct brand economy and amid a rising tide of disruptive competitors.

Further, as a testament to the value being seen by current clients, Resonate also saw a three-fold increase in expansion bookings from existing client relationships over the past year. Overall, this growth has resulted in a 64% increase in Resonate’s annual recurring revenue (ARR) for its SaaS subscription platform, excluding business development deals.

Traditional and disruptor brands alike rely on Resonate’s more than 12,000 consumer attributes, representing more than 200 million U.S. adult consumers to help them understand why people buy from certain brands and how their values and motivations guide their choices.

“Resonate gives me a definitive view of the difference between actual and self-reported behavior and motivation,” said Jonathan Lee, Chief Strategy Officer, Grey New York. “Resonate is a fundamental tool for us — something my data strategy and planners work on every day.”

“Resonate gives us the ability to understand consumers better than our competition,” said Stuart Meyler, President, Beeby Clark + Meyler. “The platform is catching fast-moving trends, and getting those insights quickly is a competitive advantage.”

About Resonate
Resonate is a pioneer in Consumer Intelligence Marketing, delivering deep understanding, dynamic insights, cross-channel engagement and analysis in a single, simple-to-use SaaS platform. Resonate has deep consumer insights and contextually relevant data across more than 12,000 attributes, including values, motivations and other psychographics, describing more than 200 million U.S. consumers. Hundreds of companies have used Resonate to reveal and engage “The Human Element,” a 360-degree understanding of their target segments that extends beyond traditional demographics, psychographics and behavioral data to uncover why consumers choose, buy or support certain brands, products or causes. Empowered with unparalleled insights, leading brands, agencies and organizations use the R7 platform to identify, engage and analyze these audiences, driving growth and increasing customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital. For more information, please visit www.resonate.com.

Media Contact:
Kyle Kuhnel for Resonate
Broadsheet Communications
kyle@broadsheetcomms.com

As reported on GLOBE NEWSWIRE on May 22, 2019: Resonate Achieves Unprecedented Growth by Delivering Deeper Consumer Insights Tailored for the Direct Brand Economy.

The post Resonate Achieves Unprecedented Growth by Delivering Deeper Consumer Insights Tailored for the Direct Brand Economy appeared first on Resonate.

Two weeks after Nike’s campaign featuring Colin Kaepernick debuted, the company’s online sales had risen a whopping 31 percent and its stock had climbed more than 6 percent to an all-time high. With Kaepernick, Nike clearly tapped into something powerful—but it didn’t come without risk.

Immediately after the ad debuted, it was widely reported that Nike’s brand favorability was down, its stock price dipped, videos of people burning their Nike shoes went viral and critics called for a wholesale boycott of the brand. So how did a gamble that violates the norms of branding and brand safety while creating a chorus of ardent critics ultimately lead to a wildly successful campaign?

In short, Nike found a way to connect with its customers on a visceral level. Its Kaepernick campaign went beyond shoes or clothing and instead tapped into the personal values that drive its customers in every aspect of their lives. That’s also why this gamble would have utterly failed for a brand like Under Armour, according to a recent Resonate analysis of customer personal values.

Learn more about how personal values play a significant role in consumer purchasing decisions in Resonate’s Holiday Season Lookback: Black Friday & Cyber Monday Shopper Analysis.

Part of this article was originally published on Marketing Land on 11.05.18. See the full article here.

The post Why Nike’s Colin Kaepernick Gamble Wouldn’t Work for Under Armour appeared first on Resonate.

The business models of disruption vary greatly, whether it’s Uber and Lyft tapping into the gig economy to transform transportation or Leesa and Casper leveraging an online-only, direct-to-consumer approach to upend the mattress marketplace. But across the board, disruptors share a common trait: They employ customer-centric strategies.

Amazon made famous the notion of being obsessed with customers, but merely prioritizing customers over competitors isn’t enough to disrupt an industry—or to save a company from such disruption. Customer-centric strategies are only as powerful as the insights that fuel them. Survival in the era of disruption requires modern marketing organizations to undergo insights-driven transformations that are built around the following key principles.

Step 1: Build Your CX Strategy for Humans

Given today’s culture of disruption and the explosive growth being seen in consumer data and AI-fueled ad tech, it’s disturbingly easy for marketing executives to lose sight of the most basic truth: Audiences are comprised of humans. Companies today shouldn’t be just customer-centric. They need to be human-centric. And that means not only understanding who likes your brand, but also why they like it.

These days, it’s easier than ever to find sources of intent and interest data. Just a few short years ago, everybody talked about this data as though it were the ultimate source of truth, and many thought such data was all that was required to ensure effective advertising and guarantee conversion.

But interest and intent simply isn’t enough anymore—if it ever was. In an age of unlimited consumer choice, understanding why someone buys is the difference between being the disruptor and getting disrupted. These days, consumers expect and demand more genuine interactions, and that means tailoring products, offers and interactions according to not just what people do, but to who they are as humans.

Step 2: Align with Customer Values

To connect on a deeper level with customers, a brand must consider values on two levels: personal values and corporate values.

Personal Values. When we talk about tailoring customer experiences to who people are as humans, we’re talking about understanding their personal values. Values, after all, are the foundation for emotional reactions as well as decision-making. Marketers must understand those customers’ values and reflect them in their creative, messaging and experiences. This level of intimacy has become table stakes for brands, given what we know about consumers in the age of disruption.

The importance of personal values on buying decisions becomes particularly obvious when you consider the similarities and differences in the customer bases of companies that sell very similar products, such as Columbia Sportswear and Patagonia. An analysis of the values of these distinct groups demonstrates that while both Columbia and Patagonia buyers share the core value of stimulation and a desire to explore, Columbia customers are heavily motivated by values around leadership, while Patagonia shoppers place great value on independence. The content, messaging and creative produced by each brand should tap into the values of their customer bases, thereby creating completely distinct audiences for what are essentially the same products. This type of connection, based on a deep understanding at the human level, engenders loyalty. Furthermore, each brand strives to reflect their customers’ values in their own corporate missions, which leads us to…

Corporate Values. Companies who want to survive in the era of disruption must espouse a clear set of their own values. Why is this important? Consider:

• Consumers look beyond features and brand image. As brands get better at satisfying consumer demands on features, convenience and style, they all begin to look alike and fail to serve the fundamental human desire for uniqueness. By seeking brands that reflect their core values, consumers imbue their purchases with that missing specialness.
• Consumers have unprecedented access to once-hidden information. The internet ushered in an era of transparency that has extended to all company activities. For example, consumers can instantly catalog the potential dangers of their face creams, using the Environmental Working Group’s Skin Deep Cosmetics Database, or witness in graphic detail the online boasting by a company’s hunting enthusiast CEO around his latest big-game kills.
• Consumers use social media to drive action. Sites like Change.org and SumOfUs automate and scale mass petitions. Such platforms have rallied 300,000 signatories to petition Dunkin’ Donuts to stop using Styrofoam cups, not to mention 412,000 signatures to demand that Craigslist change its policies around listing animals for adoption.

The above trends demonstrate that corporate values matter more today than ever. And the corporations that succeed are the ones that align their own values with those of their consumers.

Step 3: Create Unbreakable Connections Across Your Ecosystem

Disruption occurs within industries when the bonds between companies and consumers are weak. Thus, the final key goal for companies looking to become disruptor-proof is to forge unbreakable bonds with consumers across their organizations. As described already, this requires a deeper understanding of the values and motivations that drive consumers. But it’s important to remember that this is a dynamic, continuous process which requires companies to operationalize that understanding across all customer touchpoints.

Deep consumer insights must be leveraged to power branding, product marketing, acquisition strategies, marketing mix, loyalty programs, web experience, customer service and retention. An insights-driven approach must be woven into the fabric of the company culture. When this occurs, data is turned into wisdom – the ability to use insights to drive powerful business outcomes. This wisdom leads to more valuable conversations, build more resonant products and deliver more compelling experiences. In the end, becoming disruptor-proof is about more than survival as a company. It’s about creating consumers who love your brands.

Ready to become disruptor-proof? Request a demo today. 

This article was originally published on CMSWire on December 5, 2018. 

The post 3 Keys to Becoming Disruptor-Proof appeared first on Resonate.

Watch the interview below and contact Resonate to learn more about how your political, advocacy, or public affairs campaign can incorporate the innovative strategies discussed in the interview.

The post [Video] Resonate Talks AI in Politics with Campaigns & Elections appeared first on Resonate.

To better illuminate relevant audience insights for automotive marketers, Resonate tapped into its consumer intelligence platform to uncover the motivations, values, lifestyles and media habits of people who are likely to buy or lease a car in the next 12 months. The resulting audience profile revealed a dynamic group of people whose desire for self-fulfillment and lust for life are leading them to seek automotive purchases that align with these deep-seated values.

To call people who are in the market for a car “active” would be an understatement. Their desire to be on-the-go is reflected in both their top hobbies (visiting spas and resorts, going to the movies and watching pro sports live) and daily routines, which place a high value on athletic accomplishments and gym memberships. These hobbies and routines, all deeply rooted in the physical world, suggest that marketers should be building bridges between their real-world activities and their digital interactions.

When it comes to the top apps used by auto shoppers, it’s not surprising that their usage mirrors their hobbies and daily routines. Business tools and productivity apps are tied with travel apps when it comes to commanding the most attention from these individuals. Other top app categories include entertainment and lifestyle apps, as well as sports, finance, and food and drink apps.

While the average auto shopper strongly values physical activity and social engagement, they’re also deeply embedded in the digital space, where they leverage content and platforms to facilitate their energetic and self-driven lifestyles. More than 60% in the market for a car are spending more than 20 hours online each week, with nearly a quarter of them spending more than 40 hours online.

Auto marketers might be surprised to find that the in-market auto shopper’s most-frequented social networks are not Facebook or Twitter, but rather Reddit, Snapchat, Instagram and LinkedIn. This proclivity makes sense, however, in the context of this group’s top personal values and psychological drivers. Self-fulfillment, taking care of one’s family and learning and knowledge are the core personal values that motivate this audience, and the aforementioned networks are core to feeding these principles, not to mention their desires for social and professional achievement and overall excitement in life.

From a media perspective, auto shoppers represent an eclectic bunch, with their top-watched TV networks and most-read magazines ranging from the informative to the entertaining. In terms of TV shows, this audience favors distraction and humor—as well as viewing through their personal devices such as tablets and phones.

The time it takes people to make a decision on which car to buy requires marketers to take a meaningful, story-driven approach to connect with these valued consumers over time. By better understanding their online and offline habits, as well as the underlying values and motivations that drive them, marketers can begin to craft a consumer journey that aligns with this ever-important path to purchase.

Note: The insights in this article are included in Resonate’s latest research, “The State of the Consumer Report Q4 2018: Consumer Snapshots That Reveal How Values & Motivations are Shaping Today’s Evolving Shopper.”

This article was originally published on Salestechstar.com

The post A Guide To Understanding And Engaging Today’s Auto Shopper appeared first on Resonate.

RESTON, Va., Nov. 27, 2018 (GLOBE NEWSWIRE) — Resonate, the leading provider of consumer intelligence for marketers, has been named as a top innovator on the Tech 100 by the Northern Virginia Technology Council (NVTC). The Tech 100 represents a new honor celebrating the top companies and leaders in the Greater Washington technology community.

“We’re honored to be included on the inaugural Tech 100, as there’s certainly no shortage of amazing technology players in our region,” said Bryan Gernert, chief executive officer, Resonate. “At Resonate, we put humans at the center of everything we do, and that includes enhancements to our industry-leading consumer intelligence platform. We believe—and NVTC recognizes as well—that the best technology solutions are the ones built with an intimate understanding of the people that they engage and serve.”

The Tech 100 honorees are the companies and individuals who are driving tech innovation, implementing new solutions for their customers and leading growth in the Greater Washington region. Nominations were reviewed and Tech 100 companies and executives were selected by a judging committee.

About Resonate
Resonate is a pioneer in Consumer Intelligence Marketing, delivering deep understanding, dynamic insights, cross-channel engagement and analysis in a single, simple-to-use SaaS platform. Resonate has contextually relevant data and deep consumer insights across more than 10,000 attributes, including values, motivations and other psychographics, describing more than 185 million U.S. consumers. Hundreds of companies have used Resonate to reveal and engage “The Human Element,” a deeper understanding of their target audience that extends beyond traditional demographics, psychographics and behavioral data to uncover why consumers choose, buy or support certain brands, products or causes. Empowered by this unparalleled understanding, leading brands, agencies and organizations identify, engage and continuously analyze these audiences, driving growth and increasing customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital. For more information, please visit www.resonate.com.

About the Northern Virginia Technology Council (NVTC)
NVTC is the membership and trade association for the technology community in Northern Virginia. As the largest technology council in the nation, NVTC serves about 1,000 companies from all sectors of the technology industry, as well as service providers, universities, foreign embassies, nonprofit organizations and governmental agencies. Through its member companies, NVTC represents about 300,000 employees in the region. To learn more, visit www.nvtc.org.

Media Contact:
Michael Tilus for Resonate
michael@broadsheetcomms.com

As reported on GLOBE NEWSWIRE on November 27, 2018: Resonate Honored on Tech 100 List by Northern Virginia Technology Council

The post Resonate Honored on Tech 100 List by Northern Virginia Technology Council appeared first on Resonate.

RESTON, Va., Nov. 07, 2018 (GLOBE NEWSWIRE) —

Resonate, the leading provider of consumer intelligence for marketers, today announced the launch of its Personal Values Report, a new tool in the Resonate platform designed to make it even easier for brands to build strategies around the motivations that drive consumer behavior to choose, buy, endorse or abandon. The tool identifies a brand’s customers’ top values that influence action and underpin emotions. Additionally, the Personal Values Report provides concrete tips for better engaging around those core drivers.

“Resonate has always been a curator of what we call ‘The Human Element’—a deeper understanding of the values and motivations that drive individuals to buy or support certain brands, products and causes,” said Dave Jeyes, Senior Product Manager at Resonate. “The new Personal Values Report extends our expertise to brands in a way that enables them to more easily apply the insights across their entire marketing operation—from brand strategy to acquisition to retention, loyalty and beyond.”

The Personal Values Report is built around the Theory of Basic Human Values, developed by Shalom H. Schwartz. These 19 Schwartz values represent the latest understanding of core human values and have been found to be not only cross-culturally stable but also highly predictive of purchasing behavior.

The values and motivations driving purchase behaviors among consumers can differ greatly, even among shoppers in the same category. For example, an analysis of Columbia Sportswear customers vs. Patagonia customers via Resonate’s Personal Values Report reveals the top three personal values influencing purchases among each brand’s audience. While both audiences share the value of stimulation and a desire for a life full of excitement and challenges, there is a significant difference in other values. The analysis of Patagonia customers reveals the values of nature and independence. Conversely, Columbia buyers value being in charge and directing people (authority) and the freedom to think up new ideas (creativity). Such knowledge would suggest that Columbia Sportswear should consider employing confident and commanding themes in its content, creative and messaging, while Patagonia would benefit from products, offers and imagery that reflect the independent exploration of nature. (Note: Columbia Sportswear and Patagonia are not Resonate clients.)

The Personal Values Report draws insights from Resonate’s dynamic, continuously updated consumer intelligence platform, which covers more than 10,000 attributes across 185 million people in the U.S. The reports, generated based on surveys and insights around individuals who self-identify as purchasers of a given brand, can be segmented according to a wide array of demographic filters. Brand marketers can also leverage their own first-party and external third-party data sets within the tool to gain a deeper, more-granular understanding of their audiences.

About Resonate
Resonate is a pioneer in Consumer Intelligence Marketing, delivering deep understanding, dynamic insights, cross-channel engagement and analysis in a single, simple-to-use SaaS platform. The Resonate Consumer Graph encompasses 10,000 attributes, including values, motivations and other psychographics, describing more than 185 million U.S. consumers. Hundreds of companies have used Resonate to reveal and engage “The Human Element,” a deeper understanding of their target audience that extends beyond traditional demographics, psychographics and behavioral data to uncover why consumers choose, buy or support certain brands, products or causes. Empowered by this unparalleled understanding, leading brands, agencies and organizations identify, engage and continuously analyze these audiences, driving growth and increasing customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital. For more information, please visit www.resonate.com.

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As reported on GLOBE NEWSWIRE on November 07, 2018 10:00 ET: Resonate Unveils Personal Values Report to Inform Brand Strategies

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Resonate, a proven leader in consumer intelligence and insights released key information through their ‘State of the Consumer’ report. It is suggestive about the need to adopt newer branding strategies to cater to a highly evolving customer. Resonate’s conclusion was based on data from five popular categories among shoppers. The brilliance of this report is that it jots down individual value-sets and motivations and puts it in tandem with consumers’ expectations from a product. Hence, Resonate’s research provides rich information on consumer psychology and how it motivates buying behavior.

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As more self-driving car pilot programs take to the streets, the promise of this category of vehicle is rapidly taking hold with many of today’s car shoppers—despite the fact that such automobiles have yet to become commercially available.

To connect with these forward-thinking consumers, automotive dealers and brands today need to be fundamentally repositioning themselves. They must seek a deeper understanding of the consumers they intend to attract.

They must harness the “why” behind their consumers’ buying behaviors—the values and motivations that influence their opinions and drive their purchases in the auto industry.

In a recent study, we tapped into our consumer intelligence marketing platform (covering more than 10,000 attributes across 185 million people in the U.S.) to better understand the values and motivations that drive today’s car buyers.

A key segment that emerged in this research was an audience defined by its inherent comfort with the concept of a  self-driving car. Here is an overview of the defining characteristics of this compelling group of consumers, as well as advice for connecting with them for current and future marketing and sales efforts.

Consumers comfortable with self-driving cars

Self-driving car consumers represent a promising group for car companies, with a wide age range between 18–44. They are also a wealthy group, many with a household income of more than $150,000. In addition, they’re willing to spend anywhere between $25,000 to $75,000 on their next car purchase.

When shopping for a car, they do so with an eye toward innovation. For these consumers, features such as Bluetooth, Wi-Fi, and navigation aren’t just conveniences—they’re must-haves.

In addition, this eye toward innovation extends to their own purchasing habits, as many would consider making their next car purchase online.

Not surprisingly, these consumers say that self-driving cars would have versatile applications in their lives. These include getting to and from work, getting home after drinking alcohol, taking long trips, running errands, and taking their children to and from activities and daycare.

When making car purchases, these consumers look for cars that not only enable them to express their individuality, but also create memories with other people. Both of these desires must be taken into consideration by today’s dealers and auto brands.

When buying a car, these consumers are highly likely to be sharing their experiences online as they go. Perhaps the only noteworthy caveat about this wealthy, forward-thinking group is that it would also be willing to get rid of its cars if it were practical.

This is likely due in part to the relatively high level of environmental awareness among these consumers, because most say they feel guilty when considering the impact of their driving habits on the world around them.

How marketers can connect

Auto marketers looking to engage with tomorrow’s self-driving car owners should do so with messages of authenticity. These consumers value straightforward information over vague showmanship.

Likewise, marketing that focuses on a car’s role in allowing drivers to enjoy experiences with others is likely to resonate strongly. Messaging to this group should also focus on the underlying value of cars themselves, as many of these consumers would not own a car if they had the option.

Reminding them that personal car ownership can aid in their connections with those around them is a theme that will speak to these individuals.

In addition, because these consumers are so likely to share their car-buying stories online as they go, auto marketers must be exceptionally cognizant of the experiences they create for consumers. One bad encounter is likely to be broadcast well beyond that individual consumer.

The upside, however, is that when one of these consumers selects an automobile, he or she becomes a spokesperson for the dealer and brand to a broader sphere of potential car shoppers. Auto marketers would be wise to give these consumers some added assistance in telling their tales.

Note: The insights in this article are included in Resonate’s forthcoming “The State of Consumer Audiences” report, which provides an in-depth look at the consumer values and motivations that drive purchases in today’s most important vertical markets. The full report was released in late September. Please go to www.resonate.com for more information.

This article was originally published on DealerMarketing.com. 

The post How Today’s Auto Marketers Can Connect With Tomorrow’s Self-Driving Car Owners appeared first on Resonate.

RESTON, VA – OCT. 9, 2018 – Resonate, the leading provider of consumer intelligence and insights for marketers, today released its State of the Consumer Report: Consumer Snapshots That Reveal How Values & Motivations Are Shaping Today’s Evolving Shopper. The research examines five market segments that collectively represent the ongoing transformation in consumer behavior and the shifting market dynamics that companies must recognize.

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The post Resonate’s State of the Consumer Report Highlights Five Key Growth Segments Among Today’s Consumers appeared first on Resonate.

“Understanding the ‘why,’ or how a consumer’s values shape their purchasing decisions, offers a clearer predictor of one’s future buying habits,” said Bryan Gernert, Chief Executive Officer of Resonate. “While this report addresses five specific consumer segments, the insights into these groups provide a broader commentary on some of the greatest market forces and consumer dynamics that are rapidly transforming the landscape for today’s brands.”

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The post Resonate’s State of the Consumer Report Highlights Five Key Growth Segments Among Today’s Consumers appeared first on Resonate.

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The post Innovation Driving More Consumers to Switch Banks Now appeared first on Resonate.

The research firm Resonate calls them “Walmart and Amazon millennials,” and in a new report, the firm suggests that banks partition their marketing efforts as a result: Play up interest rates and innovation to attract the online-only customer, while reaching traditional bank customers by promoting knowledgeable employees and convenient branch locations.

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The post Good prices or good service: What hooks online-only banking customers? appeared first on Resonate.

In a recent study, Resonate tapped into its consumer intelligence marketing platform (covering more than 10,000 attributes across 185 million people in the U.S.) to better understand the values and motivations that drive today’s financial services shoppers in three key sectors: investment accounts, banking and auto insurance. Here is an overview of the defining characteristics of these three audiences, all based on consumers who are looking to switch their services in the next three to 12 months.

Read More>>

The post Resonate State of the Consumer Insight Snapshot appeared first on Resonate.

Historically, marketing data has also fallen victim of the marketing silo epidemic. This applies to both the customer intelligence that drives strategy, as well as the metrics that feed back into optimization and deeper learnings.

Today’s CMO has an opportunity to harness the power of an organization’s consumers insights and leverage that data as a key tool in uniting the marketing organization’s disparate teams and processes. This data-driven approach to breaking down silos establishes a shared understanding of a company’s target consumers—the true humans behind the data—as well as a unified system from which to draw and feed back needed insights.

Start with the Consumer

A united marketing organization starts with a deep, unified understanding of a company’s customers and prospects. These kinds of insights aren’t easily drawn from a company’s CRM database or other management platforms. Marketing teams have vast stores of data across many channels. This data does provide a lot of information: customer demographics, purchase histories, exposure to past media campaign, etc. But it lacks the fundamental depth required to unite a marketing organization’s disparate departments and channels.

As Simon Sinek famously pontificated, CMOs need to “start with why.” Why do customers make the purchases that they do? Why are they loyal to certain brands and abandon others? Why do they choose to purchase online vs. in person—or vice versa or both? The best intelligence into customer drivers is derived by both asking people about their values and motivations, as well as observing and understanding their real-life actions via online behavior. CMOs should keep the following key points in mind when laying a foundation for organizational success with consumer intelligence:

Put consumer intelligence at the center of your data platform. A deep, shared understanding of the consumer across departments must be reflected in a company’s data management strategy. The importance of unifying marketing research, data, measurement and analytics within a single, intuitive platform cannot be understated. By onboarding all departments to a single system that presents a consistent view of customers and prospects, silos begin to naturally fall away, and KPIs can be better aligned and tracked.

Ensure your intelligence evolves with your consumer. Avoid static snapshots into customer preferences and motivations. The relationship between a brand and its consumers evolves over time. Silos often spring up or are strengthened when a single department realizes the need for new consumer intelligence inputs and endeavors to obtain them in a vacuum to drive short-term results in a given channel. By investing in an always-on window into consumer motivations, and enabling all departments to tap into those insights on a regular basis, CMOs can avoid the splintering of departmental understandings and objectives down the road.

Plan for frequent cross-departmental conversations. When developing a plan to gather consumer intelligence, a CMO must simultaneously be building a plan to derive value from those unique consumer insights across all marketing functions. From acquisition to expansion to loyalty to retention, all teams benefit when operating from a unified consumer understanding. Hold regular check-ins with department heads to discuss consumer insights and ensure everyone is aligned on how such knowledge will be uniquely leveraged across channels.

Without a doubt, today’s CMO faces a formidable challenge when it comes to breaking down departmental walls and aligning teams within the marketing organization. When consumer insights are placed at the heart of this process, the marketing organization’s data will cease to be a victim of marketing silos, and instead become a sledgehammer in breaking down the walls.

This article was originally published on MediaPost – 8.3.2018

Read Forrester’s Future of Marketing Insights report to learn about how Innovative CMOs are building strategies to understand the “why” behind the consumer.

The post Consumer Intelligence: The CMO’s Sledgehammer For Breaking Down Silos appeared first on Resonate.

RESTON, Va., Aug. 23, 2018 (GLOBE NEWSWIRE) — Resonate, the leading provider of consumer intelligence and insights for marketers, today announced the release of its new report, The Bank Marketers’ Playbook: Consumer Insights to Score Lasting Connections. The report outlines the challenges facing traditional consumer banks and provides an in-depth profile of consumers who are looking to switch financial services providers.

Because technology has so fundamentally transformed the banking business, consumers now want a different banking experience than they did in the past, Resonate found. As a consequence, more than 5.6 million Americans are thinking about switching banks. Powerful tech companies like Amazon, Google and Facebook are all looking at ways to offer financial services and incorporate consumer banking options into their business models.

“The consumer banking landscape is changing dramatically, and financial companies that want to thrive must focus squarely on their customers and what drives them,” said Ericka McCoy, Senior Vice President of Marketing for Resonate. “The unique consumer insights provided through the Resonate Platform paint a picture of a banking customer who wants more personalized services and technology, which is why some big tech companies are looking toward the consumer banking market.”

Resonate’s report found that the largest demographic of Americans looking to switch banks are women ages 25-34 with a household income range of $25,000 to $50,000. Forty-five percent of this audience have children, and 38 percent have a college degree or higher. These consumers say they want more convenient branch locations, better customer service, and better online and mobile banking services.

Resonate’s Artificial Intelligence (AI)-driven platform is a consumer intelligence industry first, applying science and technology toward the art of understanding the complexity of human motivations—the true why behind consumers’ decisions to buy, endorse or abandon. These deep consumer insights help drive growth and customer lifetime value through improved acquisition, expansion and retention programs. Resonate is the only insights platform that provides a continuously updated view of the consumer, as well as cross-channel engagement and ongoing analysis that helps marketers make better decisions and create unique customer experiences that drive growth.

To learn more and read the full report, click here.

About Resonate

Resonate is a pioneer in Consumer Intelligence Marketing, delivering deep understanding, dynamic insights, cross-channel engagement and analysis in a single, simple-to-use SaaS platform. The Resonate Consumer Graph encompasses 9,000 attributes, including values, motivations and other psychographics, describing more than 175 million U.S. consumers. Hundreds of companies have used Resonate to reveal and engage “The Human Element,” a deeper understanding of their target audience that extends beyond traditional demographics, psychographics and behavioral data to uncover the why—the values and motivations that drive consumer decisions to buy or support certain brands, products or causes. Empowered by this unparalleled understanding, leading brands, agencies and organizations identify, engage and continuously analyze these audiences, achieving unbreakable relationships that drive growth and increase customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital. For more information, please visit www.resonate.com.

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As reported on GLOBE NEWSWIRE on 8.23.18: Resonate Releases Consumer Banking Insights Report

The post Resonate Releases Consumer Banking Insights Report appeared first on Resonate.

The newest acronym taking our industry by storm is CDP. And unfortunately, this one isn’t going to help marketers connect more meaningfully with consumers either.

CDPs, or customer data platforms, are the latest venture capital darling. Their big promise, the one that sounds so sweet on paper, is a single view of customers across multiple devices, largely built around a brand’s first-party data. New players are coming out of the woodwork, and existing acronym players are rebranding as CDPs as fast as their marketing teams can revamp their web copy.

For marketers who are seeing the “CDPs Are Our Industry Savior” headlines and struggling to understand where they fit within the current industry acronym soup, let’s have a history lesson.

The Evolution of the Acronyms

CRM. Customer relationship management (CRM) systems represented the first major investment wave focused on better knowing and understanding customers. CRMs represented a huge step forward in customer data management. However, these systems typically connected only to a company’s direct marketing and transactional data.

TMS. Then there was the tag management system (TMS). Tag management systems took a step forward by enabling marketers to easily deploy tags on their websites. Some tags were for measuring things like performance, and other tags were for anonymously identifying a user across the digital web. In short, observed tag audiences represent first-party data sets of anonymous groups of people that engaged with a brand, and could hopefully be re-engaged — with targeted advertising, for example. Google decimated this market with a free offering, forcing a transition among the companies in this space. This gave way too…

DMP. Being able to target groups of people who engaged with a company directly was nice, but marketers also wanted to be able to combine those first-party groups with third-party data that is known about those individuals. Enter the data management platforms (DMPs), which were created to meld two main sources of data for marketing purposes: CRM data of known customers and observed tag audiences who visit a brand’s website or interact with its messaging in some way (just like the TMS before them). DMPs anonymize CRM data into digital IDs that can be used to reach those customers online and enable marketers to advertise to other observed segments defined in the DMP as well. That’s it. DMPs were built to deliver ads to anonymous IDs that are relevant to a brand. DMPs didn’t care about anything happening offline because that’s not why they were built. They were built to retarget online ads to customers and people who visit a company’s website. Which also left marketers wanting. So now…

CDP. Here come the CDPs. They say they’re different because they unify the CRM customer data (the PII — such as name, address, email — of the customer) with the anonymous digital ID world. And they observe first-party (i.e., the brand’s own) customer transactions in both the digital and offline worlds. That’s nice. But a game changer? No.

When you strip all the nonsensical nuances away from these companies — the CRMs, the TMSs, the DMPs, the CDPs — they’re all one simple thing at their cores: identity companies. Yes, they leverage different IDs, but at the end of the day, they are simply IDs that represent a person and their devices. Now, is scaled identity useful to marketers? Absolutely. But let’s be honest: It’s all just plumbing. Plumbing is a necessary evil, but it is only a means to an end — identifying a customer — and it shouldn’t be sold as anything more than that.

Where All the Acronyms Fail

CDP is just the next acronym for LMD: Letting Marketers Down. Despite all the grandiose claims that have been made about how these acronyms will change a marketer’s world, they all fundamentally fail on three key fronts:

Identity isn’t everything. Knowing the identity of a person is not the same as knowing that person. Yes, it’s useful to be able to identify a consumer consistently and across their various devices. You can retarget ads to them until they die or buy your product. But the core questions marketers today want to understand are, “Why is this person interacting with me? What is it about my brand, my product, my offer, or anything else that caused them to engage?” The fact that a browser-based cookie and mobile phone ID are connected does not answer those pressing questions.

Brands don’t have a complete understanding of their customers. The various acronymed solutions assume that a brand has a perfect understanding of who its customers are, and if it could just tie that understanding to identity, all problems would be solved. But based on 10 years of speaking with CMOs, I can tell you that they don’t have a perfect understanding of their customers. Far from it. And slapping a CDP into place doesn’t solve that problem. Sure, brands have some CRM data on their customers — PII, demographic attributes. Hell, maybe they’ve even unified that information with past product purchase history. That’s great. But the reality is that marketers have used and exhausted the value within this data. They’ve squeezed every drop of blood from that stone. They’re yearning for real, substantive additions to their understandings of their customers.

Behaviors without motivations teach us nothing.  Marketers have been asked to do the impossible. They are asked to look at observed actions and touchpoints and to derive meaning about the person behind those actions. Someone clicks on an ad. Or browses the watches section of a website and then browses the jewelry section. Look, just like identity, knowing these actions is better than nothing. But marketers want to know why people are taking those actions, why they’re traversing the website at all, why they’re engaging with the brand. These are not the kind of questions the acronym soup answers.

To complicate things further, a marketer’s need for understanding goes beyond their existing customers. Marketers also need to understand the motivations and values that are driving the prospective customers who are showing up every day on their websites. Furthermore, they need to deeply understand their competitors’ customers in order to best identify their most fertile conquesting ground.

None of the acronyms get marketers any closer to this understanding. This is why DMPs are languishing in the Trough of Disillusionment right now and why CDPs will eventually suffer the same fate.

To date, our industry has been focused on building tools that capitalize on the infinite observability and targetability of people online. It’s driven immense gains in efficiency and ROI for performance marketing. But that’s no longer enough.

Our industry’s legacy approach doesn’t solve the most essential challenge that marketers face: understanding the person behind the unified device identities, and why that person is engaging. The good news is that the tools now exist to develop this deep customer understanding — above the level of individual marketing execution channels and above the level of the plumbing. Our vast access to consumer data and data science can now be used to make marketers smarter.

Once marketers have a deeper understanding of consumer motivations, all these acronyms and the plumbing they represent can be put to good use by delivering on a marketing strategy that is informed by a richer understanding of the “why” behind the consumer. But until then, the CDP is just three more letters in the same acronym soup.

This article was originally published on Martech Advisor – 7.19.20

Read Forrester’s Future of Marketing Insights report to learn about how Innovative CMOs are building strategies to understand the “why” behind the consumer.

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RESTON, VA – JUNE 25, 2018 – Resonate, the leading provider of consumer intelligence and insights for marketers, has been awarded a 2018 Top Workplaces honor by The Washington Post. This represents the fourth year that Resonate has been included on the prestigious list, which is compiled based on direct employee feedback.

“We’re honored to again be named as one of the Top Workplaces by the Washington Post,” said Bryan Gernert, CEO of Resonate. “We pride ourselves on a culture of innovation where ideas can and do come from all departments and levels within the organization. Our team members are the foundation of our success in consumer intelligence marketing, and their passion, creativity and customer-centric thinking are the reasons we continue to be pioneers in our space.”

The Top Workplaces employee survey is administered by Energage, a leading research firm that specializes in organizational health and workplace improvement. The Top Workplaces award is not merely a popularity contest focused on fancy perks and benefits. To be included on the list, organizations must meet high standards for organizational health.

About Resonate

Resonate is a pioneer in Consumer Intelligence Marketing, delivering deep consumer understanding, dynamic insights and analysis in a single, simple-to-use SaaS platform. Hundreds of companies have used Resonate to reveal and engage “The Human Element,” a deeper understanding of their target audience, that extends beyond traditional demographics, psychographics and behavioral data to encompass more than 7,000 attributes and uncover the why – the values and motivations that drive consumer decisions to buy or support certain brands, products or causes. Empowered by this unparalleled understanding, leading brands, agencies and organizations achieve unbreakable relationships that increase customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital. For more information, please visit resonate.com

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As reported on PR Newswire on 6.25.18: The Washington Post Names Resonate a 2018 Top Workplace

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RESTON, VA – May 8, 2018 – Resonate, the leading provider of consumer intelligence and insights for marketers, has been awarded a 2018 Top Workplaces honor by Virginia Business. The top companies listed are based on the results of an employee feedback survey administered by Best Places to Work in Virginia program. Several aspects of workplace culture were measured, including alignment, execution and connection.

As a pioneer in the consumer intelligence landscape, Resonate’s culture represents a key driver of its innovation. Resonate’s Artificial Intelligence (AI)-driven platform is the first industry solution to apply science and technology toward the art of understanding the complexity of human motivations—the true why—behind consumer behavior.

This Best Places to Work in Virginia survey and awards program is designed to identify, recognize and honor the best places of employment in Virginia, benefiting the state’s economy, workforce and businesses. The 2018 Best Places to Work in Virginia list is made up of 100 companies.

“We are honored to be named as one of the Best Places to Work in Virginia for the fourth consecutive year,” said Bryan Gernert, chief executive officer, Resonate. “We are extremely proud of the collaborative, innovative culture we’ve created here at Resonate. Our employees are passionate about consumer intelligence and the powerful way our deep understanding of consumers transforms the relationships between our clients and their customers. They are thought-leaders in their functional areas, and they apply their best to delivering value for clients.”

Companies from across the state entered the two-part survey process to determine the Best Places to Work in Virginia. The first section consisted of evaluating each nominated company’s workplace policies, practices, philosophy, systems and demographics. This part of the process was worth approximately 25 percent of the total evaluation.

An employee survey was also conducted to gauge employee satisfaction and overall work-life experience. The survey counted for approximately 75 percent of the total evaluation. The combined scores determined the top companies and the final ranking. Best Companies Group managed the overall registration and survey process in Virginia and also analyzed the data and used their expertise to determine the final ranking.

About Resonate

Resonate is a pioneer in Consumer Intelligence Marketing, delivering deep understanding, dynamic insights, cross-channel engagement and analysis in a single, simple-to-use SaaS platform. With more than 7,000 attributes, describing more than 175 million US consumers, Resonate has helped hundreds of companies reveal and engage “The Human Element,” a deeper understanding of their target audience, that extends beyond traditional demographics, psychographics and behavioral data to uncover the why – the values and motivations that drive consumer decisions to buy or support certain brands, products or causes. Empowered with unparalleled understanding, leading brands, agencies and organizations identify, engage and analyze these audiences, achieving unbreakable relationships that drive growth and increase customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital. For more information, please visit resonate.com.

About Best Places to Work in Virginia

For more information on the Best Places to Work in Virginia program, visit www.BestPlacesToWorkVA.com.

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As reported on Global Newswire on 5.08.18: Resonate Named As One of the Best Places to Work in Virginia For Fourth Year in a Row

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These key hires strengthen Resonate’s executive team at a time when the company is experiencing tremendous growth in its SaaS business and redefining the consumer intelligence marketing landscape. Resonate’s Artificial Intelligence (AI)-driven platform is the first industry solution to apply science and technology toward the art of understanding the complexity of human motivations—the true why—behind consumer behavior. At a time when CMOs are struggling to gain and act on a deeper understanding of their audience that crosses all channels, Resonate is the only insights platform that provides a continuously updated view of the consumer, cross-channel engagement and ongoing analysis helping marketers make better decisions and create unique customer experiences that drive growth.

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RESTON, V.A. – April 24, 2018 – Resonate, the leading provider of consumer intelligence and insights for marketers, today announced three key additions to its executive team. These new hires were made to strengthen the company’s growth and generate broad awareness for its data-driven solutions designed to drive business decisions based on a deep understanding of the consumer that extends beyond basic attributes like demographics and psychographics to reveal a unique understanding of human motivations. Veteran publishing executive Ray Faust has joined the company as General Manager of Resonate’s Publisher and Entertainment vertical, Ed Choi has joined as Senior Vice President of Customer Success, and Ericka Podesta McCoy has joined the company as Senior Vice President of Marketing.

These key hires strengthen Resonate’s executive team at a time when the company is experiencing tremendous growth in its SaaS business and redefining the consumer intelligence marketing landscape. Resonate’s Artificial Intelligence (AI)-driven platform is the first industry solution to apply science and technology toward the art of understanding the complexity of human motivations—the true why—behind consumer behavior. At a time when CMOs are struggling to gain and act on a deeper understanding of their audience that crosses all channels, Resonate is the only insights platform that provides a continuously updated view of the consumer, cross-channel engagement and ongoing analysis helping marketers make better decisions and create unique customer experiences that drive growth.

Faust, who most recently spent eight years leading national and emerging media sales at Star Tribune Media Co., will lead solutions and sales efforts for Resonate within the publishing community. With Faust’s appointment, Resonate—best known for its SaaS-enabled intelligence solutions for marketers—deepens its commitment to helping publisher and entertainment customers deploy the market-leading technologies in pursuit of their primary goals: delivering more effective solutions to their advertising partners through more precise media engagement, and driving their own subscriber acquisition efforts with the same rich, single-source data describing hundreds of millions of U.S. consumers.

Choi, who has spent the past 20 years driving strategic growth initiatives with companies such as Hewlett Packard Enterprise, Verizon, Accenture and VeriSign, is charged with fostering client success with Resonate’s SaaS business. In his new role, he will focus on client retention and expansion by ensuring Resonate’s industry-leading clients achieve their business objectives by applying unique insights from the Resonate platform.

Meanwhile, McCoy — whose previous roles include leading marketing strategy, acquisition and retention for companies including Marriott and Sprint — joins Resonate at a crucial time in the company’s growth, as deficiencies in traditional customer intelligence and disparate platforms are sparking growing demand for the unique intelligence, engagement and analysis technology delivered by Resonate. Most recently Vice President of Marketing for Global Campaigns at OpenText, McCoy brings a unique depth of insights into the marketing of advanced data-driven platforms to the Resonate team.

“We’re excited to be adding three respected industry veterans to the Resonate team at this time of unprecedented demand for our unique consumer intelligence insights and engagement platform,” said Bryan Gernert, Chief Executive Officer of Resonate. “Marketers’ need for deeper, real-time insights into their customers and prospective customers has never been greater. Today’s CMO is tasked with redefining the customer experience around their brands, and that requires an understanding that goes much deeper than your standard consumer profile. Resonate’s unique ability to discover these critical human insights, and then drive engagement across the marketing department within one platform, is changing how our customers make decisions and accelerating positive outcomes for our clients.”

About Resonate
Resonate is a pioneer in Consumer Intelligence Marketing, delivering deep understanding, dynamic insights, cross-channel engagement and analysis in a single, simple-to-use SaaS platform. The Resonate Consumer Graph encompasses 7,000 attributes, including values, motivations, and other psychographics, describing more than 175 million US consumers. Hundreds of companies have used Resonate to reveal and engage “The Human Element,” a deeper understanding of their target audience, that extends beyond traditional demographics, psychographics and behavioral data to uncover the why – the values and motivations that drive consumer decisions to buy or support certain brands, products or causes. Empowered by this unparalleled understanding, leading brands, agencies and organizations identify, engage and continuously analyze these audiences, achieving unbreakable relationships that drive growth and increase customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital. For more information, please visit resonate.com.

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As reported on Global Newswire on 4.24.18: Resonate Strengthens Executive Bench with Three Key Hires

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RESTON, VA – November 7, 2017 – Resonate, a leading provider of SaaS-enabled real-time consumer intelligence and engagement solutions, announced today that it has raised $8 million in growth capital, in a round led by NYC-based private equity firm Argentum with participation from existing investors Revolution Growth, Greycroft Partners and other private investors.  In connection with the transaction, Walter Barandiaran, Co-founder & Managing Partner at Argentum, has joined the Resonate Board of Directors.

The Company will use the funding to accelerate go-to-market activities, with a significant expansion in its sales efforts targeting key B2C brand verticals, as well as agency partners. The investment will also be used to further innovate Resonate’s market-leading Consumer Intelligence platform, deepening investment in Resonate’s “always on” primary research and behavioral infrastructure, as well as its artificial intelligence and deep learning capabilities.  In addition, Resonate will add new customer facing mobile and location-based analytics.

Resonate has seen 10x growth in its real-time consumer intelligence SaaS platform business in 2017 year-to-date, and has been recognized by industry analysts as a leader in providing real-time consumer intelligence to marketers, resulting in better marketing strategies, and more precise media activation based upon the same rich, “single source” data describing hundreds of millions of U.S. consumers.

“Resonate is redefining how deeply B2C brands and agencies can understand and engage consumers to build an effective strategy, and measure whether it’s working – all in one SaaS platform,” said Bryan Gernert, CEO and Co-Founder, Resonate. “As brands battle to stay relevant to their customers, we’ve focused on using A.I. to accelerate ‘time to insight’ – the speed with which marketers can uncover the key insights that matter most, and to activate that understanding to find new customers and build brand loyalty with existing customers. We’re leaving traditional custom research, syndicated insights, and siloed channel-specific marketing tools, that can only provide a static, episodic picture of customers, far behind.”

“Resonate is disrupting the marketing landscape with its revolutionary use of A.I. in its Consumer Intelligence platform to unify real-time MarTech and AdTech capabilities into one converged software platform for the first time,” said Walter Barandiaran of Argentum. “We see a strong upward trajectory of growth in the B2C consumer insights and marketing technology market, and we are thrilled to partner with Bryan and the rest of the management team, as well as our co-investors, to accelerate Resonate’s leadership in this market.”

About Resonate

Resonate is a SaaS-based provider of real-time consumer insights, data and media activation and offers the largest single source of in-depth proprietary profiles on 175M+ U.S. adult consumers. The company simplifies how marketers understand and engage the right people with the right message based on the underlying values and motivations that drive their audiences’ decisions to buy or support certain brands, products or causes.

Hundreds of companies have used Resonate’s SaaS platform and activation services to accelerate the ability to identify the right customers and prospects, understand what they care about, know what to say to them, and find more of them across all marketing channels with precision and at scale. Resonate is helping marketers reduce marketing complexity, drive strategy and win more business, while reducing data costs and improving media accuracy.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital. For more information, please visit resonate.com.

About Argentum

Argentum is a New York-based growth equity firm that supports entrepreneurial owners in building industry leading companies. The firm partners with management teams of companies to provide capital to accelerate growth, fund acquisitions or generate shareholder liquidity. Since raising its first fund in 1990, Argentum has invested in over 80 companies and supported nearly 200 add-on acquisitions in technology, healthcare and other high growth service sectors. For more information, please visit www.argentumgroup.com.

Contact:
Resonate
pr@resonate.com

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