And how does StatSocial know this?
We know it, thanks to Silhouette, the industry’s most advanced Audience Intelligence Platform.
The marketing of automobiles has long been associated with the personalities and psychological perspectives of consumers. Branding and advertising campaigns seek to make emotional appeals, connecting buyers with manufacturers and models, in a direct and personal way. Many brands will update their models to meet the evolving needs of their drivers, as they go through their lives’ various stages. Continued brand affinity is fostered, however, though keeping personalities central to the brand’s messaging.
One group of consumers who are highly desirable to auto manufacturers are the Achievement Striving. To compile the data featured on the chart below, StatSocial used our audience insight platform, Silhouette, to determine which automotive brands’ owners over-index or under-index against the baseline of those American online users who want to achieve more in life.
The data tells a number of brief, but compelling, stories regarding how well (or poorly) the car manufacturers we’ve featured are aligning with Achievement Striving People.
The number of surveys or focus groups required to replicate these insights would take months and cost hundreds of thousands of dollars. Silhouette analyzes and activates Personalities and personas fast, at massive scale, and with continuously updated data.
Our one-of-a-kind Personality Insights are invaluable to those strategizing all manner of automotive campaigns; from laser-targeted direct response initiatives, to far-reaching branding efforts. Once Silhouette identifies and illuminates the correct consumer targets, a digital media team will find it effortless to activate against these audiences, as this data will be available to them on all major programmatic platforms (e.g. Liveramp, Google, Facebook, etc.).
Our Personality Insights are powered by IBM Watson and its sophisticated AI. When analyzing the public online writings of consumers, Silhouette can infer — with extraordinary and widely-praised accuracy — what personality types dwell within an audience, and in what proportions.
Also — and this is key — StatSocial’s patented identity graph connects the dots between earned and social behaviors, to offline and third party data sets.
In the case of the below analysis, StatSocial‘s Silhouette has been able to overlay the actual automotive ownership data, for millions of American households, with our unique Personality Insights segments. In doing so, we’ve uncovered which automotive brands find the largest proportions of Achievement Striving consumers among those who own their vehicles.
Germany’s Audi boasts the largest relative proportion of Achievement Striving consumers to be found among their drivers. Their presence here exceeds the average by a very significant 3.50 times.
It is striking that so many American car manufacturers find the Achievement Striving among their audiences to degrees well below the index. Oldsmobile falls short of the index by 0.59 times. Even Cadillac, once as aspirational a brand as nearly any on the road, misses the baseline by 0.32 times.
One American brand does stand out, conspicuously but not surprisingly, and that is Tesla Motors. The Achievement Striving can be found among their drivers to a degree only marginally smaller than Audi, at 3.43 times greater than the baseline.
1) When trying to convey the depth, breadth, and scale of StatSocial‘s Social Affinity and Earned Media data, we sum it up like this: Imagine an 85,000 question survey given out to 300 million consumers. Now, imagine this already incredible thing as a living, dynamic data set. This survey is being administered in real time, constantly, being continually refreshed to include all of the most up-to-date opinions, choices, affinities, and actions.
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2) Marketers and media-sellers know that Earned Media and Influencer Marketing are valuable components of their campaigns. Attributing a definitive worth to either, however, has traditionally been elusive. As StatSocial’s analyses inform with what topics and influencers an audience’s members have been engaging, a marketer can now directly attribute website and offline conversions.
The same metrics that marketers have long relied upon to quantify the value of a campaign’s Paid and Owned Media components, are now just as readily available for Earned Media.
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3) StatSocial‘s vast and comprehensive taxonomy is accessible across every programmatic platform. Our partnership with Liveramp, and direct integrations with such leading platforms as Viant, Oracle Data Cloud, Eyeota, and Lotame, finds StatSocial‘s insights available everywhere you access audience data.
We are also available, via our 24/7 online to get you the insights and audiences you need, when you need them.
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