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How audience modelling can be used to influence customers

Tom Lytton-Dickie

Rich Wilson, CMO of Relative Insight, was nominated as one of Hot Topics' 100 most influential B2B tech marketers in Europe. Here's an insight into some of his strategies.

Relative Insight is a company built on 10 years of PhD research in criminal linguistics.

The technology was originally designed to detect criminals online by analyzing language use.

That technology is now being used by brands to analyze the way in language resonates with their target customers. The platform can compare different demographics, spot language changes and trends and help brands choose the correct language to try and engage specific groups of people.

Its CMO, Rich Wilson, was nominated as one of Hot Topics’ 100 most influential B2B tech marketers in Europe.

We sat down with him to discuss the ways in which brands are using the language analysis technology and how Relative Insight itself is leveraging the platform to understand its own customers better.

Wilson explains that, “we’ve gone through this process of applying our own thinking, that we previously used for brands and agencies, on ourselves. The audience modelling piece is centred around better understanding your target, prospect or existing audience in order to build them out and communicate with them better. That communicating better piece is what we’ve done ourselves with audience modelling.”

The source for much of the data which Relative Insight builds audience models around is, of course, social. Twitter existing as a particularly rich channel.

Wilson describes the way in which brands can use that data:

“The great thing about social is that there is lots of data. We are almost limitless in that regard and we can quite easily create new and interesting models. We’ve done a lot of work profiling brands recently, in particular, understanding how they resonate with millennials.”

Millennials have emerged as the holy grail for brands, representing the new set of consumers to influence, however, Wilson encourages brands to think even longer term.

“What about the new, new consumers? The Generation Z. They’re really difficult to get a handle on because traditional research techniques don’t apply…we’ve developed a way of modelling their language using Twitter and are going through a process of demonstrating how well brands resonate against that group.”

To hear more from Wilson about Relative Insight’s audience modelling technology, view the video above.

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