When we say "values", we are not referring to moral values but to motivations. Think about the words and imagery that are chosen within a message. There are multiple ways to express that same idea. Depending on HOW a message conveys an idea, it impacts WHO that content will appeal to.
For example, what about a benefit such "affordable" or "budget-friendly", or "inexpensive?" Each of these has a different profile of appeal to different target audiences. Our models predict and help optimize so marketers drive superior results based on regularly evaluating content and its alignment with key goals. Our system knows how to find and measure the mix and levels of motivations, tones and stylistic factors in any piece of content or in millions of messages and then measure the proximity to target audiences, brand, and/or optimal performance patterns.
Said simply:
- Our AI analyzes language and imagery to uncover what is more likely to perform and why.
- Evaluates potential messaging and audience alignment to nearly any target group (demo, psychographic, behavioral), brand voice or custom persona, including our ZENZI ValuesTypes™. personas.
- Measures key brand tones, sentiment, complexity and formality.
- Helps you target and speak better to target group(s) or combined audiences.
- Know what works where and why and replicate performance patterns.
See below for a graphic that provides a summary of the kinds of values signal categories we find matter most: Global Me, Free Spirit, Hearth, Safety First, and Ladder, have proven/shown to be drivers of appeal.
