In this session, Andy Hewitt will discuss the power of understanding human behaviour placing it at the heart of a marketing strategy. By identifying how and what influences individuals in different situations, marketers can accordingly adjust their propositions to provide relevant experiences and offers to consumers, which will trigger purchases when desired. Successfully understanding human behaviour additionally allows marketers to use technology to heuristically adapt in real-time to influence consumer behaviour, resulting in reduced costs and an improved lifetime value of consumers.
Questions answered : What are the most important aspects of human behaviour for marketers to understand? How can digital services, tools and products tap into the themes of ease, social and habit? How can businesses utilise this knowledge to encourage a deeper engagement that actually triggers purchases, by adopting behaviour-changing techniques? What technology exists to track user preference and trigger behavioural change?
Head of Propositions, Global Dawn
Andy Hewitt works with brand clients to create the best combination of challenges, content, game mechanics and rewards in order to harvest consumer preferences, trigger behaviour, and generate profit. Andy is responsible for defining the Global Dawn proposition as well as the functionality of its Social Business Engine to deliver it, including systems for social rewards, gamification, channel, content and affiliate features, and the heuristic and persuasive behaviour messaging strategy.
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