To influence and engage, you must understand
why people make the choices they make.
Pathfinder Analytics provides an approach to finding “the why” inherent in marketing questions by harnessing the latest in machine learning, pattern recognition, and natural language processing.
Finding the why may require collecting new data or it could be hiding within data you already have.
Through this innovative and intimate look at customer decision-making, you can discover how to engage and influence your customers to make choices that benefit your business.
Specifically, Pathfinder’s focus is on four critical components:
Pathfinder Text Science
How people think and feel about categories and brands is the core of engagement.
Designed to discover the connections and associations people have with categories and brands – or even a specific stimulus such as a concept, communication, or a product.
Drivers analysis must account for the indirect pathways to choice to be truly actionable.
Utilizes Bayesian Networks, machine learning, and various analytics techniques, integrating rational, emotional, and personal closeness dimensions to find what actually drives choice.
Identifying key targets and what motivates their decisions ensures they choose your brand.
Approach to segmentation from survey design to analytics that allows for identification of precise and actionable brand targets that are able to be influenced by messaging and media.
Making the final launch decision is tough – and expensive to fix once you are in market.