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Why the irrational is important in you marketing plan
The “why” in buying scenarios is as important that the result of the buying, meaning, a consumer has to be engaged, committed and satisfied for a marketing or advertising campaign to be successful.

We all know that data is very important to understanding your market and creating your business plan for the year. We use data to track our local demographics, spending habits and also cultural trends that permeate individual decisions. However, it’s important to understand the individual as well. Based on an article found on Forbes.com, many companies are creating archetypal characters based on big data that still have individual and irrational characteristics. By doing so, the author, Jonathon Salem Baskin, believes that companies can uncover more nuanced behaviors and individual mannerisms that allow companies to get a clearer picture of their customers.

The article, “Big Data Insights Will Never Substitute for Imagining Little Souls,” shed light on the short comings of big data, and how understanding individual desires, needs and objections can make all the difference in landing and keeping customers. Because you can confront small-time concerns coupled with big data insights, you can construct more accurate assumptions to your customers’ needs.

Think about how you, yourself, approach buying. Although you fit into a very specific set of behaviors and needs based on the data that you contribute, you will still make decisions based on your wants and needs without consulting what the data might say. So while you may sometimes be congruously behaving based on big data’s predictions, you may also deviate from that path because you are human.

The article states that humans are emotional and erratic, and don’t always comply with the formulaic rules that data dictates. Because of this, companies that use an individualistic model combined with the demographic research from data, can more accurately predict how a flesh-and-blood human would make their buying decisions. They have even created personas and played out how their “consumer” may respond to certain concerns.

Baskin makes the combination’s successes all the more obvious when he explains that combining the two help differentiate between results and impetus; “the ‘what’ [doesn’t necessarily] explain the ‘why.’” The “why” in buying scenarios is as important that the result of the buying, meaning, a consumer has to be engaged, committed and satisfied for a marketing or advertising campaign to be successful.

So, before you completely commit to the findings of big data, it’s important for you to get a feeling of whom your customers are, or could be, as individuals. By doing so, you will enable you marketing team to address the major needs of demographic groups as well as the more nuanced needs of the individual.