What do your customers care about?

May 03, 2018 • Aaron Goldman

Over the past month, a lot of attention has been paid to data management practices.

Whether it’s completing the final stages of GDPR prep or shoring up targeting in a post-Cambridge Analytica (PCA?) world, brands are examining all the ways they gather data and use it in the wild.

For our part, 4C is both GDPR and PCA compliant. To boot, rather than relying on self-reported data we observe actual behavior when weaving social media Man wearing the head piece of a bear costumedata into the 4C Insights Affinity Graph™.

Yep, we’re just watching out in the wild and getting in people’s heads by tapping the limitless focus group.

Why is this so important?

Shar VanBoskirk, Forrester’s VP Principal Analyst serving CMO professionals, discussed this as a guest speaker on our webinar yesterday.

To thrive in a “post digital” world, brands must adopt a new marketing operating model that accounts for making customer insights actionable across all touchpoints.

Funnel diagram of the customer experience

Fortunately, there are robust technology tools available for real-time audience intelligence, activation, and analytics – you guessed it, it’s in Scope!

In particular, 4C Brand Compass™ helps you learn what personas engage most with your brand, what their values and affinities are, how they consume media, and more.

One of the most valuable sections of the Brand Compass dashboard shows core values alignment ­­– i.e., what causes do your customers care most about?

Brand Compass Interests for Upwardly Mobile

This is super helpful for corporate social responsibility (CSR) strategies and deciding what topics your brand should take a stand on and/or what messaging to use when addressing an issue.

So what are you waiting for? Contact your 4C rep today to upgrade to a Scope package with Brand Compass.

Meanwhile, feel free to explore top-level data for a wide swath of brands at 4Cinsights.com/Brand-Compass.

Brand Compass webpage

Now, set your compass south and read on for more of 4C’s Insights.

Get the rest of 4C’s Insights Volume 106 here.

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