Mattr is the first social segmentation tool for marketers to uncover your audience's Brand Personality - without surveys or polls.

1. Mattr
Inspire engagement by
speaking to your audiences‟
personality
Mattr.co

2. Mattr.co
Problem
Solution
Why Mattr
The Tech

3. “We don’t really know
who’s engaging with our
campaigns.”
Mattr.co

4. “And we’re not sure
what kind of content
excites them enough to
engage.”
Mattr.co

5. “Or which media to
target—other than the
obvious ones.”
Mattr.co

6. “I need this yesterday.
I don’t have time to wait
for research.”
Mattr.co

7. The first social segmentation
tool that reveals your
audiences‟ Brand
Personality without surveys
or focus groups.
Introducing Mattr
Mattr.co

8. Select Clients
Mattr.co

9. Who Needs Mattr?
Mattr.co

10. Strategists: Learn insights quickly
about your audience‟s Brand Personality
with no surveys or panels
Media: Discover the media or influencers
unique to your target markets for PR, media
buys, or endorsements
Creatives: Develop content tuned to
your audiences‟ Brand Personalities
Mattr.co

11. How Are Marketers
Using Mattr?
Mattr.co

12. Mattr.co
Plan
a Campaign Optimize
See Who‟s
Engaging
Target a
Persona
Gather
Persona
Insights
You launch your
Campaign
Real Time
Segmentation
How They‟re Using Mattr:
Life of a Campaign

13. Mattr.co
Start planning with an
Historical Snapshot of
Your Audience
Plan a Campaign Optimize It
See Who‟s
Engaging
Target a
Persona
Gather Persona
Insights
You launch your
campaign
Real-time Segmentation

14. Mattr.co
1. Enter a Twitter
Handle
2. Add Hashtags and
Keywords
3. We‟ll search in the
past to profile consumers
who have engaged with
you.
Entire Audience Under EngagedMost Engaged
4. You‟ll see 3
Personas we‟ve
created (or make your
own).
Plan a Campaign Optimize It
See Who‟s
Engaging
Target a
Persona
Gather Persona
Insights
You launch your
campaign
Real-time Segmentation

15. Mattr.co
Select “Most
Engaged” to
Defend Your Brand
Advocates
Under EngagedMost Engaged
“Under Engaged”
to Extend Your
Reach
Or
Custom
?
Or
Build Your Own
Persona
Plan a Campaign Optimize It
See Who‟s
Engaging
Target a
Persona
Gather Persona
Insights
You launch your
campaign
Real-time Segmentation

16. Mattr.co
Creatives can tone
content to the Brand
Personality, inspiring
your targeted
persona to engage.
Plan a Campaign Optimize It
See Who‟s
Engaging
Target a
Persona
Gather Persona
Insights
You launch your
campaign
Real-time Segmentation

17. Mattr.co
Media Buyers can place
content with publishers
that have high
concentrations of your
targeted persona.
Plan a Campaign Optimize It
See Who‟s
Engaging
Target a
Persona
Gather Persona
Insights
You launch your
campaign
Real-time Segmentation

18. Mattr.co
PR can leverage Most
Shared Media to target
media yielding a higher
probability of going
viral.
Plan a Campaign Optimize It
See Who‟s
Engaging
Target a
Persona
Gather Persona
Insights
You launch your
campaign
Real-time Segmentation

19. Mattr.co
Strategists can partner
with unique influencers
who:
• are best-suited to
represent your
campaign.
• attract high
engagement with
your targeted
persona.
• may be more cost-
effective than Ellen.
Plan a Campaign Optimize It
See Who‟s
Engaging
Target a
Persona
Gather Persona
Insights
You launch your
campaign
Real-time Segmentation

20. Mattr.co
Optimize Your Campaign
With Real Time
Segmentation
Plan a Campaign Optimize It
See Who‟s
Engaging
Target a
Persona
Gather Persona
Insights
You launch your
campaign
Real-time Segmentation

21. Mattr.co
1. Enter as many
Twitter handles as
you like.
2. Add campaign
hashtags and
keywords.
3. See how your
segmentation changes
during the campaign.
Be aware of and
leverage unexpected
events or trending
influencers.
Entire Audience
Under Engaged
Most Engaged
Plan a Campaign Optimize It
See Who‟s
Engaging
Target a
Persona
Gather Persona
Insights
You launch your
campaign
Real-time Segmentation

22. Mattr Tech
Mattr.co

23. At Mattr, we feel that people are
more than numbers.
People respond when brands talk
to them as people.
So we created a technology that
reveals a person‟s Brand
Personality without a survey.
Mattr.co

24. Mattr‟s Proprietary Brand
Personality Segmentation
Mattr.co
• A combination of the broadly-accepted “Big
Five” personality types and Aakers brand
personality analysis.
• Tested and retested for 2 years by a
professor of psychology from Yale and our
data scientists from MIT.

25. 9 Words You Use That Give
Away Your Personality
Agreeableness: Biological process words, such as „exercise‟, „rehab‟
and „drink‟, are positively correlated with agreeableness.
Mattr.co
Conscientiousness: Perception words, such as „scent‟, „seeing‟ and
„sour‟, are negatively correlated with conscientiousness. People who use
more perception words tend to be more impulsive.
Neuroticism: Ingestion words, such as „cook‟, „coffee‟ and „ate‟, are
correlated with neuroticism. People who use more ingestion words tend to
be less emotionally stable.
(and 1451 more words, phrases, and activities which make up the
foundation of our Brand Personality algorithms)

26. Problem: Budgets required that segmentation reports
were refreshed annually instead of quarterly
Solution: Mattr coded in the client‟s proprietary
segmentation model, then compared our results to a
control group of surveyed consumers.
Results: Mattr‟s algorithms correlated to 85%
accuracy. Segmentation analysis can now be
conducted on-demand, for 1/10th the annual cost, with
a SAAS implementation available to all authorized
users.
Case Study

27. How to Get
Started
- Online Product
Mattr.co
- Custom Solution

28. Online Product:
Mattr.co
Brands
Small Agencies
Large Agencies
Used By: To:
Demonstrate valuable, innovative insights
previously out of reach for smaller budgets.
Starts as low as $99.
Pitch clients with a competitive edge; monitor
live campaigns to bolster your standing as an
innovator.
Include last-minute social data in your
Insights presentations.
Leverage the product with live data to rally
buy-in from management for a larger solution
that reduces your research budget.
brands.mattr.co

29. Custom Solutions
Mattr.co
Brands
Large Agencies
Used By: To:
Leverage your IP with a refreshable online tool
showcasing your custom segmentation
models.
Provide Insights which are refreshable on-
demand, unbiased, and at a 1/10th of the cost
of research reports.
Upload your agency Influencer lists for
actionable endorsement data.
Demonstrate leader-of-the-pack innovation
with additional social networks.

30. Founded in 2011, Mattr set out to cluster “like-
minded” people on the Web with a fully passive and
accessible solution.
Two years and a lot of testing later, we launched the
Mattr Brands Application, a tool for brands and agency
account teams to use before the campaign to either
supplement or replace traditional market segmentation
and research.
Who We Are
San Francisco | Austin
Web Video Blog Whitepaper
Mattr.co

31. Jack Holt, Product : jack@mattr.co
Thank you.
Kyle Leach, Customer : kyle@mattr.co
Al Raphael, Data Science: al@mattr.co
Mattr.co
(and 10 other full-timers)