New Intuition + Science Method Increases ROAS +95%

Intuition remains the main factor in the success of all human endeavor including content marketing sports and all the performing arts warfare love technology and even science itself If we didnamp8217t all know this CMOs would never have been created and creative directors at agencies would never have risen to highest importanceOf course the way we all know this is intuitively The inner feeling of certain knowledge is a function of that faculty which we call intuition Jung considered intuition so important he called it out as one of the four functions of consciousness along with perception thinking and feelingIntuition is called having hunches by the mass of humanityWhen a bunch of information suddenly comes together to form a surprising molecule in your mind you have an amp8220aha momentamp8221 That is intuitionCMOs and creative agencies excel at knowing how to use their intuitionsThe creative and media silos should never have been parted like the Red Sea But it is what it is Dozens of years ago the industry quietly began to use benefit segmentation consumer research which buckets people by the reasons why they buy a specific kind of product During the time Bill Livek and Bill Engel were running Simmons they went bigtime on benefit segmentation and MRI and Kantar and Ipsos and GfK and everyone else did tooCMOs loved it It helped them have intuitions about creative strategy holes of opportunity in the marketplace and brand positioning This shaped the creative briefs which gestated the creative executions And advertising that was pleasing and did its job continued to improveOn the media side when it came time to select media once the two sides of the advertising brain had been severed at the corpus callosum the media people went with the flow of sexage as the ultimate reduction of the benefit segmentation planning targets Even today most of the buys are still made based on sexage Fortunately the percentage of buys made on advanced targets continues to go up year after yearI had something to do with that By creating TRA I led the industry to target based on people who previously purchased your brand but were still not loyal to it I called them swing purchasers a la swing voters It wasnamp8217t that they swung back and forth switchers tend to switch on price it was that they had previous experience with the brand They had passed the trial stage Thatamp8217s what makes them responsive Leslie Wood and Joel Rubinson have continued that line of research rather beautifullyHowever targeting based on demographics or previous purchasing patterns alone leaves out something very important It leaves out the CMOamp8217s aha moments and the aha moments of the creative team It is not directly connected with the motivational segmentation the whole industry spent half a century perfecting It leaves out human emotionFadi Karam when he was at Nestle was astounded to hear me say I couldnamp8217t optimize his media until he showed me his creative amp8220No one has ever asked for that beforeamp8221 he said Later the IntuitionScience method proved itself when it showed that even one exposure has significant effect if it is in a context where the intuitive magma in the ad is the same intuitive magma as in the environmentThe next step was to apply the IntuitionScience method in targeting Discerning the intuitive memes in the ad and then finding people who consume those memes on the internetIn the Neustar study the four segments created by the CMO were translated into memes by RMT a company I cofounded with Bill McKenna IDs on the internet which consumed those memes were identified by Semasio The IDs were sent to the client and the client and agency tested them against their regular IDs It was a random control trial following the precise guidelines established by the Advertising Research Foundation in its RCT21 educational initiative The client gave all the clientamp8217s first party online and offline sales data to Neustar to analyze along with all data on all the media and promotion used Neustar found out two thingsThe IntuitiveScience method IDs increased ROAS 95They further increased New to Brand purchases by an additional 20Aha Swing purchasers had never excelled at New to Brand I thoughtAt the goingforward price of the IDs at scale the ROAS of 95 translates to 243 increase in ROASHow can such stunning results be explained Itamp8217s simple The humanity was put back into the targeting The reasons why people buy not just what they can make up in their verbal minds but everything boiling around in their evanescent subconscious as well The subconscious is the well from which intuition springsAnd the subconscious amp8220tellsamp8221 not by the things we say but by the things we consume The consumption of content is particularly revealing To be able to see the content an ID uses if one has the key provides vast stimulation for the minds of the CMOs and all the creativesRMT got the key by years of testing specific memes for their ability to predict settopbox data Over 13000 memes were tested Two hundred and sixtyfive survived the journey Simmons in 2017 reported that every single one of the 3830 brands they analyzed across all product categories not just CPG showed significant incremental explanatory power when RMT DriverTags were added to Simmonsamp8217 other data In other words these 265 memes are the key the memes to look for because they drive and partially explain subconscious choice of brands of all kinds including media brandsAn unprecedented number of impartial thirdparty validations have proven that amp8220The Human Methodamp8221 works Nielsen NCS 605 Simmons Neustar A study by NeuroInsight for IAS shows that thematic alignment between ad and context increases longterm memory formation in the right brain 40 and that is garden variety thematic alignment not availing itself yet of the key 265 memesThe hero in this story is the CMO and the creative team Their intuition is reduced like a fine sauce to its essence and expressed semiotically and semantically RMT and Semasio use that as input filter it through the DriverTags and provide IDs The work that went into the ad is respected by the media choices The contexts resonate with the ad itself Lining up both the ID and the context with the memes of the ad itself is now being done programmatically among 162 million US IDs and all media contexts from TV to OTTCTV to display to podcasts to influencers In 2022 the memes go global to 700 million Semasio IDsWe call it amp8220Exalting the Creativeamp8221Rory Sutherland Vice Chairman of Ogilvy UK warns that the advertising industry has amp8220abandoned any discussion of persuasion psychology and human insight to focus exclusively on delivery amp8211 treating advertising as though it were a branch of logistics amp8230 The best targeting is often psychological Targeting takes place in the mindamp8221Mark Truss Chief Research Officer at Wunderman Thompson says amp8220Iamp8217ve found that amp8216intuitionamp8217 is often just shorthand for amp8216things we know that we donamp8217t know that we knowamp8217 but is usually based on years of experience just years of experiences that we havenamp8217t codified or cataloged Research and data can of course then help us understand the nuance of that intuitionamp8221Industry leader Rishad Tobaccowala says amp8220Blaise Pascal said people choose with their hearts and use numbers to justify what they did This approach captures this human complexityamp8221Exalt your intuition humanize your targeting marry your ad with its contexts and gain financially as well as spiritually from itClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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New Intuition + Science Method Increases ROAS +95%

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Bill Harvey

"About That" with Carl Mayer: Corinne Casagrande (Episode 8: Consumer Spending) - By Carl Mayer

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