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How is the Buying mindset tab calculated?

This guide explains how your audience's purchase influence and consumer behaviour are calculated.

How is the Purchase influence factors tab calculated?

 

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Interpretation of Purchase influence factors tab

The table can be interpreted quantitatively to see the weight of each purchase factor within the segment or audience and understand the member's likelihood to pursue different products, services, and activities within this audience. Use comparisons to the baseline to find the most relevant influencing factors to the segment or audience you are analysing.

Example of use

Purchase influence factors can influence a range of decisions, starting with how to personalize engagements and interactions to better tailor your products, services, campaigns, and communications for individual clients.

How is it calculated

Through machine learning, based on the personality characteristics that are inferred from the input text, the service returns an indication of the author's consumption preferences. For more info, please visit IBM.

How is the Consumer behaviour tab calculated?

 

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Interpretation of Consumer behaviour tab

The graphs show different ranges of how the audience members are likely to behave when purchasing online: the percentage of members of the audience that likely to prefer using credit cards for shopping, to respond to marketing campaigns and targeted advertising or are likely to indulge in the spur of the moment purchases.

Example of use

Consumer behaviour can influence a range of decisions, from tactical aspects such as relevant marketing initiatives or the creation of engaging content or ads copies to more strategic ones such as segmentation and targeting.

How is it calculated

Through machine learning, based on the personality characteristics that are inferred from the input text, the service returns an indication of the author's consumption preferences.