• Conversion price crash
    Conversion price crash
    Personality-based targeting cuts the cost of acquiring fans. The Preferences Tool was used recently by London-based agency I-spy Marketing in a Facebook fanning campaign targeting 16-17 year olds for an ...
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  • Get inside the customer's head
    Get inside the customer's head
    Preferences is the tool that mind-reads audiences. Take the demo tour at www.preferencetool.com
    It's based on 4 years of scientific research at Cambridge, and a database of over 6 mn personality profiles.
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Conversion price crash

Personality-based targeting cuts the cost of acquiring fans.

Preference Tool was trialled recently by Media Agency I-spy Marketing in a Facebook fanning campaign for an insurance brand, targeting people applying for University or College. The goal was to find new customers just at the point where they might need insurance for the first time - in order to build brand loyalty and retain them as customers decades into the future.

Segments created with our Preference tool recruited fans at 8% lower cost than segments created in the Agency using social-demography and keywords. CTR on personality-based segments was 140% higher.

Shopping bags

Not surprisingly, it's hard to get 16-17 year olds to like an insurance brand: teenagers just don't want to post their taste in insurance on their Wall. Preference Tool did better than any other approach because the psychology of some individuals is enough to overcome this reluctance, and our Tool can find those people.

Now I-spy is offering personality-based targeting to all its clients.