Segmenting Through Human Intention At Forum

Segmenting Through Human Intention At The Smarter Data Forum

Pioneers of human intention science from VortexDNA will be presenting at the Marketing Association’s Smarter Data: Working Harder forum this Wednesday in Auckland. VortexDNA CEO Branton Kenton-Dau and Head of Research Martin Burley will be sharing B2B and B2C case studies on how to deliver products and services that consumers perceive as truly personalized.

“Every business has imagined how they could market to their customers if they knew how their customers would behave in the future. Our recent experience in a variety of sectors demonstrates that human intention is a key factor in the prediction of customer behaviour,” says Kenton-Dau. “We appreciate the opportunity to share with marketing professionals in Australasia how clients have used our data to improve customer retention, create more effective advertising, and generate more precise risk profiling.”

Kenton-Dau and his team began mapping the structure of human intent through the mathematics of complex systems in 2001. Since then, VortexDNA’s mapping process and the resulting data is proving to add incremental gain to the predictive models of some of the US’ largest auto insurers, international telecommunications providers, New Zealand’s leading receivables management firm, and Google Search®. Branton holds a First Class Honours degree in Religious Studies and Philosophy from Lancaster University.

Burley also has a background in philosophy in addition to a Master’s in Applied Ethics. With experiential research in organisational and management behaviour, Burley’s understanding of the forces affecting his community are better informed than most. His first project with VortexDNA was analysing the cultures of all of the companies in the S&P 500, validating the positive bottom-line impact of adhering to a core purpose and values.

Burley says, “The field of predictive analytics is rapidly evolving and I look forward to sharing notes with some of the best in the industry at the conference.”

- ENDS -

© Scoop Media