MotivationMetrics Added to Prosper's Predictive Platform

In the US, a new partnership promises researchers and other agencies the ability to upload a customer or audience data file to the Prosper Model Factory, and get it back appended with motivation intelligence scoring and profiling.

Prosper insights & Analytics has conducted a nationally representative monthly survey of more than 8,000 consumers since 2003, thus building one of the largest continuously fielded consumer intelligence datasets in the United States. The firm launched its Model Factory seven years ago, and added a self-serve version in May this year. The Factory is built on Amazon SageMaker and promises to dramatically simplify and accelerate predictive model development, allowing users to aggregate their own first party data with Prosper information in a 'virtual clean room'.

MotivationMetrics uses a framework called AgileBrain, developed over tens of thousands of consumer assessments, to directly measure the emotional needs driving consumer decisions. AgileBrain uses an image-based assessment to capture motivational data before conscious filtering can intervene, for a direct measure of emotional needs.

The new partnership sees 24 AgileBrain emotional classification models deployed through the Prosper Model Factory, combining the emotional need classifications with Prosper's monthly zero-party consumer behavioral and intention data. The returned file assigns each individual to one of Ten Motivational Need States, scores them across twelve emotional needs organized by life domain, and provides motivational orientation indicators showing whether someone is promotion-focused or prevention-focused. Uses include audience segmentation, message targeting, brand positioning research, and further predictive modeling.

The deal also sees Prosper's Media Behaviors & Influence database scored with the AgileBrain emotional need classifications, giving marketers 'a scalable way to connect why consumers act with what they do, what influences them, what they intend to buy, and how likely they are to respond.'

Prosper CEO and Forbes Columnist Gary Drenik (pictured) comments: 'Making emotional needs data available in a self-service portal removes the last barrier to adoption. Marketing teams can now bring the 'why' into their data stack alongside the 'who' and the 'what.''

MotivationMetrics founder J.D. Pincus, whose co-authored book Why They Buy: The Emotional Needs Your Marketing Ignores will be published this summer, states: 'Every data stack in marketing can tell you what customers did. Until now, none of them could tell you what those customers actually needed when they did it. That's the variable that has been missing, and it's the variable that changes what every other piece of data in the stack is worth. This integration with Prosper makes it immediately available to any team that wants it.'

Web sites are at www.motivation-metrics.com and www.prospermodelfactory.ai .