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Disruption in AdvertisingXyte’s Cognographics™CognographicsBased on theinnate and differentthinking process ofeach consume...
Tested and Endorsed“Xyte’s form of audience segmentation has thepotential of taking us far beyond demographics onour profi...
Science of the Mind“It is a new and disruptive way of identifying, measuring, and valuing people.”
 Thinking process Physiological Comfort zone Motivations Input preferences Retained memoryCognofileDifferences
5Couch Potatoes WhoWatch the Most TVInitiate Perform2Classify1ReliableOperate Practical Implement4Organize3Perceive15Compo...
Perform CognofileThinking process• People oriented, gut-feel decisions, comfortable w/emotions• Prefers quick rewards now,...
Analyze CognofileThinking process• Extroverted, enjoys social interaction, thinks out loud, aggressive• “Thing” oriented, ...
XYTE’S COGNOGRAPHICS FOR “AMERICAN IDOL”Why do they watch this program Like reality and the tangible concreteness Lives ...
CBS Drama “CANE”Promotion“Father Knows Best” promo wasdeveloped to attract the Body RowInitiate3Perform7Classify1Reliable1...
Xyte’s Cognographics™Benefits: “Who does what and why” Tailored, personalized advertising Across multiple media platfor...
Xyte can be applied to any product categoryand will be a totally disruptive innovation thatwill overhaul the ad business …...
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Insight Innovation Challenge: Disruption in the Advertising Industry by Linda McIsaac, PhD and Gerald Klodt of Xyte, Inc. - Presented at the Insight Innovation eXchange North America 2013

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Xyte’s Cognographics disrupts the advertising industry by making possible addressable advertising and a single source data stream that measures the ROI of the ad campaign. Xyte’s methodology provides a clear roadmap to tailor the right marketing message to the right audience in the right context that reaches into the minds and hearts of consumers. Cognographics can be applied to any product category. The CBS Television example will be explained.

About Xyte, Inc.
Xyte, Inc., a human behavioral research company, is leading the next consumer measurement shift from demographic mass marketing to personalized behavior engagement. Xyte’s Cognographics™ explains “why” people do what they do and identifies the cognofiles-predictive behaviors-of profit customers based on the way the brain processes information and provides for addressing the right customer with the right message, and right media. Cognographics is the common denominator for reaching into the hearts and minds of consumers, calculating the ROI of a marketing campaign, and using a single source data stream for measurement of the campaign in actual sales—the Holy Grail.

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Insight Innovation Challenge: Disruption in the Advertising Industry by Linda McIsaac, PhD and Gerald Klodt of Xyte, Inc. - Presented at the Insight Innovation eXchange North America 2013

  1. 1. Disruption in AdvertisingXyte’s Cognographics™CognographicsBased on theinnate and differentthinking process ofeach consumer’scognofileOther “ographics”Based onaggregate data ofpast purchasebehavior of allconsumersCognographics™DemographicsPsychographicsBehavioral-graphicsGeographicsCopyright © 2013 Xyte, Inc. All rights reserved. Confidential and Proprietary
  2. 2. Tested and Endorsed“Xyte’s form of audience segmentation has thepotential of taking us far beyond demographics onour profiling of television program audiences. Xytehas the audience measurement of the future.”David PoltrackPresident of CBS Vision
  3. 3. Science of the Mind“It is a new and disruptive way of identifying, measuring, and valuing people.”
  4. 4.  Thinking process Physiological Comfort zone Motivations Input preferences Retained memoryCognofileDifferences
  5. 5. 5Couch Potatoes WhoWatch the Most TVInitiate Perform2Classify1ReliableOperate Practical Implement4Organize3Perceive15Compose16Verbal13ClarifyPlan14Theory Analyze Conceptual
  6. 6. Perform CognofileThinking process• People oriented, gut-feel decisions, comfortable w/emotions• Prefers quick rewards now, routine work, literal interpretation• Input senses are touch and action, abstract concepts difficultMessaging• Explain in concrete and literal terms; give only one or two options• Show how product can be worked into their routine• Show immediate reward and how to feel good about self• Provide lots of pictures; doesn’t like to read• Use endorsements and authority figures to persuadeBuying Habits• Will buy things for family and friends• Enjoys “hunting and gathering”; touching and feeling the product• Purchasing process should be fast and easy; to product home now• More apt to shop “dollar stores” and Wal-Mart rather than Target• Seeks payment plans for larger items since they aren’t big savers• Impulse buyer, looking for a sale value, but not quality conscious
  7. 7. Analyze CognofileThinking process• Extroverted, enjoys social interaction, thinks out loud, aggressive• “Thing” oriented, logical decision-maker, uncomfortable with emotions• Results oriented, time and details are important, likes structured systems• Future oriented for rewards, grey areas, opportunities; dislikes routine work• Input senses are intuition about things and speakingMessaging• Provide quick results; pose a problem to solve• Information best absorbed in a structure with logical reasoning and facts• Unemotional in delivery; memories are held in sounds, words, visuals• Often describes future implications• Gives insights and analogies; compliments and praiseBuying habits• Does not like to shop, so purchasing is a planned event• Can work with a great deal of complex information to choose products• May say “Ah ha!” meaning “I understand and hurry up”• Proactive buyer who will shop for quality and name brand• Pursues logical, results-oriented course of action
  8. 8. XYTE’S COGNOGRAPHICS FOR “AMERICAN IDOL”Why do they watch this program Like reality and the tangible concreteness Lives vicariously through the emotionalexperiences of the contestants Enjoy routine work Believe in fate and luck Dislike change Live in the present Seek immediate rewardsAddressable advertising to this cluster: Blue collar/physical work for living/conservative beer loving crowd Take the written word literally Life is “black and white” Simple, quick pleasures/rewards Shopping is a form of entertainment Slapstick humor Country music in the background Show how to physically use the product Be tangibly hands-on Depict emotional happinessInitiate5Perform4Classify8Reliable2Operate16Practical7Implement6Organize1Perceive3Compose11Verbal9Clarify13Plan14Theory12Analyze10Conceptual14
  9. 9. CBS Drama “CANE”Promotion“Father Knows Best” promo wasdeveloped to attract the Body RowInitiate3Perform7Classify1Reliable12Operate16Practical15Implement5Organize9Perceive6Compose2Verbal4Clarify10Plan11Theory14Analyze8Conceptual13Initiate7Perform9Classify3Reliable8Operate1Practical5Implement4Organize10Perceive6Compose2Verbal11Clarify15Plan12Theory13Analyze14Conceptual16“Young Cast” promo was developedto attract the Hand Row
  10. 10. Xyte’s Cognographics™Benefits: “Who does what and why” Tailored, personalized advertising Across multiple media platforms Single source data Loyalty card data proves ROI Predictive regression analysis Track entire campaign Optimizes media
  11. 11. Xyte can be applied to any product categoryand will be a totally disruptive innovation thatwill overhaul the ad business … leap-frogjumps closer to being in touch with the mindsand hearts of the audience/consumers/peopleXyte’s Cognographics™

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