ThinkingCraft bets that brain analysis will help marketers
ThinkingCraft has launched MindSet Data Base — Left Brain Consumers, the third of several lists designed to help marketers, advertisers and companies target consumers based on how they prefer to receive information. The list contains nearly 8.5 million consumers who prefer information to be presented in an efficient way.
ThinkingCraft president Dennis Damio is hoping that learning-based segmenting gathers momentum. “We want people to start marketing this way [because] we want consumers to have the benefit of not receiving communication that turns them off,” he said.
Businesses including insurance companies, banks, large retail stores and automotive companies showed interest in using these types of lists, first launched in October 2007. Damio said ThinkingCraft has plans to release additional lists of this type in the near future.
“One of the problems in marketing is that it's a one-size-fits-all mentality,” Damio said. “Everyone gets the same e-mail, the same brochure, the same catalog. But people are very different and they have very different views of how they want to see information.”