Partners Launch Behavior-Based Segmentation Tool

Behavioral science company CultureWaves and ad and marketing sector data science provider Dstillery have joined forces to launch VOICE, billed as 'the first real-time, need-based behavior segmentation tool for marketers'.

CultureWaves, established in 2006, helps clients to understand the drivers behind consumer, constituent and visitor behavior in real time, using a proprietary need-based analytic tool called Sparcwire. Its new partner Dstillery was founded two years later and uses data science to find and target their clients' highest value prospective customers.

VOICE is described as a combination of Dstillery's observed behavior signals and CultureWaves' analyzed need-states data. The result promises advertisers 'a view into what truly motivates consumers to act'. Features include the ability to segment the most valuable audiences by need-based observed behavior.

CultureWaves CEO Bob Noble comments: 'For years, we've relied on self-reported data to inform marketing decisions. Today we need a deeper, personalized understanding of real consumer behavior. VOICE embodies this principle. It combines device-level data, with an overlay of human analysis that allows us to understand what influences consumer behavior'.

Christopher Lee Boon, SVP of Enterprise Solutions at Dstillery, adds: 'VOICE allows us to show brand marketers the power of actionable insights. When brands understand the motivational drivers and messaging nuances that appeal to consumer audiences, they can tap into incremental opportunities that they would otherwise have difficulty finding'.

Web sites: www.culturewaves.net and www.dstillery.com .