Consumers are often driven by emotion and this remains true when making purchasing decisions with brands.
However, martech stacks are set up to understand transactional and product behaviours;, which means we can easily lose the human element of why consumers buy and connect with our brands.
Speaking at AntiConLX Global, Rowena Humby from Starcount reveals insight, data and segmentation techniques that allow brand marketers to create personalised communications that resonate with consumers' lifestyles, mindsets and interests to maximise emotional brand loyalty and increase ROI of marketing.