As marketing professionals we all understand the need for segmentation of markets, identification of key contacts and the use of market research.

All too often data id kept in silos and rarely applied in a cognitive basis - this is applying not only segmentation strategies but also motivation and preference intelligence to a proposition or concept.

Understanding a target audience beyond traditional data strategies

This approach takes the idea of understanding a target audience beyond traditional data strategies as it segments your markets by the potential behaviour first and then identifies where the are in traditional segments, i.e. an individual who is highly likely to want you service because they are of a dynamic change driven personality, that understands a specific business X and needs to resolve it in a challenging way Y and is likely to exist in the following segments Z.

Producing cognitive profiles

Attendees to the marketing data workshop will firstly begin by understanding the market, their issues and motives whilst attempting to weight these in the order of criticality. Once understood, ways of resolving these issues are considered along with the way in which business instigate change - their adversity to it and the methods by which risk is managed. The attendees will see how each of these layers of insight will help to produce a cognitive profile of how a business, its DMU will react to a section of propositions.

Making primary and secondary research work more effectively

From here the workshop will progress this framework across traditional marketing segments and verticalsto begin the process of association. This will provide the 'target' account list. From here, the workshop begins to evaluate how you can make other levels of primary and secondary research work more effectively. Attendees will be able to test the strength of the research findings against a typical or perceived reaction (motivation analysis), resulting in redefining of research frameworks and above all use in marketing and sales activities.

Tactical 'hunter campaigns'

Not restricting itself to organisation of data, members of the workgroup will begin experimenting in intelligent lead development programmes (research led) and the use of tactical 'hunter campaigns' where a known personality or profile will react to a tactical proposition.