ThinkingCraft, Acxiom Corporation and Genalytics today announced they have entered into agreements to further the study and applicability of ThinkingCraft’s Neurographix product to segment targeted markets.
Neurographix, developed by ThinkingCraft from nearly 20 years of research and testing, is the study of how people are hardwired to receive and process information. Combined with demographics and psychographics, Neurographix gives advertisers and marketers the ability to identify or segment their market and personalize their marketing materials to closely match the way each individual’s brain is wired to optimally receive information.
During the past four months, ThinkingCraft has compiled a MindSet Database of approximately 25 million individuals through a proprietary 18-word-pair test called the MindSet Assessment.
“The MindSet Assessment is the foundation upon which Neurographix is built,” said Dennis Damio, president of ThinkingCraft. “Our main focus in generating this data was to help marketers and advertisers more completely understand their target market and generate greater success for their businesses. Our partnership agreement with Acxiom and Genalytics is a monumental step in making that happen.”
Acxiom, a leading integrator of data, services and technology, has brought its data expertise and ability to create innovative integrated marketing solutions into the partnership. Acxiom has combined its industry-leading database of consumer demographic and psychographic information with ThinkingCraft’s MindSet Database to create a more complete tapestry of who people are, how they think and what they like to do.
“Acxiom is excited to add another dimension to our data as it relates to developing relevant marketing messages for individuals in the style they prefer and are most likely to respond to,” said Acxiom Data Products Leader Drew May. “Being able to target specific individuals based on how they are hardwired to receive information is a landmark discovery in segmenting an audience.”
Genalytics, a supplier of on-demand targeting data solutions, has used its cutting-edge modeling capabilities to model the individuals who took ThinkingCraft’s MindSet Assessment against the Acxiom’s database.
“Modeling ThinkingCraft’s MindSet Database against the Acxiom database, we’ve been able to identify when customers have a propensity to buy and how they will go about making their buying decision,” said Ray Kingman, CEO of Genalytics. “We now have the capability of helping marketers reach the right people with the right message at the right time with much more certainty of response.”
Founded in 2000, ThinkingCraft (thinkingcraft.com) uses scientific research and technology to evaluate how people receive and process information. ThinkingCraft employs a proprietary 18-word-pair test, called the MindSet Assessment, to determine how individuals are hardwired to think. Assessment results help enhance interpersonal communications, improve customer relationships and increase marketing success.
Acxiom Corporation (acxiom.com) integrates data, services and technology to create and deliver customer and information management solutions for many of the largest, most respected companies in the world. The core components of Acxiom’s innovative solutions are Customer Data Integration (CDI) technology, data, database services, IT outsourcing, risk mitigation, consulting and analytics, and privacy leadership. Founded in 1969, Acxiom is headquartered in Little Rock, Arkansas, with locations throughout the United States and Europe, and in Australia, China and Canada.
Genalytics (genalytics.com) is a supplier of advanced business analytics software that helps direct marketers and data analysts better target customers, discover new market opportunities, manage risk, and detect fraud. The company's patented software platform uses existing data to create predictive models that are applied to more than 120 million households, making more accurate projections about future customer behavior. Genalytics is used by the financial, telecommunications, non-profit, franchise and retail industries.