Resonate Adds AI-Based Segmentation Features

Consumer intelligence provider Resonate has added AI-driven segmentation capabilities to its Ignite Platform, to help clients understand consumer purchasing decisions and personalize their products and communications.

Resonate taps data science to help clients focus on specific consumer subsets in real-time, Using some 13,000 attributes, the firm promises 'precision' targeting of individuals, and can scale the resulting insights up for insights into the behavior of 200 million US consumers. The offer now includes the ability to replicate and enhance an existing persona or segment; to develop new insights-led and data science segmentations; and to create highly targeted microsegments. Marketers can also use Resonate data to enrich their first-party data, in their own ecosystem or in the Resonate platform.

Attributes and variables include psychological drivers, brand affinity, category affinity, purchase drivers, online and off-line media preferences, views of loyalty programs, time spent online and favorite web sites.

CEO Bryan Gernert (pictured) comments: 'Traditionally, brands have used antiquated segmentation strategies that simply dumped consumers into buckets characterized by attributes such as geography, age or basic behavioral traits... Through our AI-based segmentation capabilities, marketers uncover a more granular look into consumers, down to person-level details such as the TV shows they watch, their hobbies and ultimately why they make certain purchasing decisions. Through the Resonate platform, brands can then scale those insights across the U.S adult population'.�

The privately-held company is headquartered in Reston, Virginia and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital.

Home page: www.resonate.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.