SAN JUAN, PR – In an age where attention spans are short and options are endless, consumers no longer respond to generic marketing messages. They want experiences that feel tailor-made — and brands that recognize this shift are setting themselves apart. Anna Brantley, chief revenue officer at AnalyticsIQ, said the key to unlocking this deeper engagement lies in data-driven personalization, with a focus on psychographics and predictive analytics.
“Consumers today really expect a level of personal engagement, and they expect brands to recognize that,” Brantley said in this interview at the Beet Retreat San Juan. “There’s even a McKinsey study that found 76% of consumers are more likely to buy from a brand when that brand leverages personalized messaging.”
She illustrated this with a familiar scenario: imagine scrolling through a streaming platform and seeing an ad for a show that perfectly matches your interests — versus one for, say, a documentary on competitive stamp collecting. “One is aligned with your preferences. The other completely misses the mark.”
Digging deeper for insights
Thanks to emerging technologies like AI, predictive analytics, and real-time engagement tools, brands now have the ability to deliver the right message at the right moment. But Brantley warns against relying solely on surface-level data like age and gender.
“If you’re still using broad strokes — like assuming all females aged 35 to 50 love watching reruns of Sex and the City — you’re missing the bigger picture.”
That bigger picture includes psychographics: the values, attitudes, and motivations that drive behavior. Brantley recalled a personal anecdote to drive the point home.
“The people we bought our house from — demographically, we were twins,” she said, “but in reality, we were very, very different. That’s where psychographics come in.”
According to Brantley, understanding what drives consumers — whether they’re eco-conscious, frugal, or impulsive — allows brands to deliver messages that truly resonate.
“It’s about talking to a consumer like you would talk to a really good friend,” she said. “If you’re shopping for a car, are you safety-focused or performance-driven? Same dealership, two completely different motivations.”
Past isn’t indicator of future
Another misconception she debunks is the over-reliance on past purchases. “I just bought a couch. If I keep getting ads for more couches, you’ve missed the boat,” she said. “What I probably need next are throw pillows, a rug, or a new coffee table.”
Timing, she emphasized, is everything — especially when it comes to life events. Moving, having a baby, or buying a home can signal imminent purchases. By using intent data and discretionary spend indicators, brands can forecast needs before consumers even articulate them.
Personalization and privacy
Looking ahead, Brantley sees the future of marketing data as a balance between personalization and privacy. “While consumers expect engagement, they also want more control over their data,” she said. “The brands that do this right — using ethically sourced data and research-backed insights — will be the ones that bridge that gap.”
Her three-part strategy for marketers? First, prioritize first-party data, but enhance it with second- and third-party sources for a more complete consumer profile. Second, invest in predictive, forward-looking data like life event insights. And third, leverage predictive analytics to anticipate consumer needs — even before they know them.
“At the end of the day, it’s not just about selling a product,” Brantley concluded. “It’s about creating a meaningful experience that builds loyalty and keeps consumers coming back. The brands that master this balance will lead the future of consumer engagement.”
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