To be effective, your creative execution needs to be focused on understanding the total member experience, not just a marketing concept. How people, your members and prospective members, make decisions within the context of their lives, needs, and priorities.
It starts with the basics of understanding:
But, then it evolves:
This data is collected and distilled into usable member models – visual representations of complex relationships and behaviors. By understanding these member models, we move the member to the desired outcome through offline and online experiences - cross-selling and up-selling, merchandising the right products to the right members.
It's the difference between a cute ad with a clever headline and effective marketing campaign execution that gets people to respond.
