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Using Neuroscience to Optimize the Customer Acquistion Process

Last year PhD students from Carnegie Mellon University and the University of California, Berkeley calculated that the human brain is up to 30X more powerful than the world’s most powerful supercomputer. The brain clearly packs a powerful punch! Yet think of all the companies that are more focused on managing campaigns than understanding how their audience’s brains function. This is misguided and ironically weakens the customer acquisition process. After all, optimizing what’s mediocre produces mediocre results. According to Nielsen, 90% of buying decisions are based on the subconscious. It’s with a clearer understanding of the brain that you can connect more deeply, engage more meaningfully, and guide your audience to action. The end result is that your marketing does not need to focus on convincing others of your product’s or service’s worth, but instead works to cultivate a highly targeted audience that emotionally yearns to do business with you. In this session, you will become a marketing scientist, leveraging brain science to strengthen the customer acquisition process.

Tom Shapiro