Companies Never Ask Why People Buy | Data Psychology & Personalisation
Data science and personalisation typically focus on the who and what, but what about the why? That's where data psychology comes in. It's a way of extracting the why from customer datasets, not to target marketing and ads better, but to understand why people buy at all. The difficulty with all of this is trust. As Vanja highlights, the line between useful personalisation and creepiness is thin, and relational trust (the kind that actually keeps customers) is hard to measure and is exactly what NPS and dashboards miss. Through Kubik Intelligence, she's been applying this to real client work: growing one company's usable customer database by 92% by connecting two data sources they already had, and increasing a retailer's sales 23% month over month. And she argues the next step isn't understanding who you are at all, but how you feel on a given Monday morning. GUESTDr Vanja Ljevar: Co-Founder and Chief Data Scientist at Kubik Intelligence — behavioural analytics and customer profiling, combining data science with behavioural science. Connect with Vanja: https://www.linkedin.com/in/vanja-ljevar/Kubik Intelligence: https://www.kubikintelligence.com ABOUT THE SHOWDiscussing New Approaches in AI, Data and Tech is exactly what it says on the tin. Real conversations with experts and entrepreneurs exploring new ideas and work. Our whole purpose is to bring more attention to the actual experts and promote conversation.
