Our guest this week is David Allison, author, lecturer, ex-Global VP of Marketing, and mastermind behind The Valuegraphics Database, the first global dataset created specifically to help organizations predict and influence behavior using the values we share. David began his career in advertising, eventually owning a marketing communications firm in Vancouver where he worked with high-rise urban developments. Today he travels the world sharing how human insight around human values is how marketers (and all of us, really) will survive in a world increasingly dominated by machines and automation.

Story Time: (1:44)

• Becca questions whether your marketing hand is talking to your sales hand.Make sure your communication processes are in place so everyone is on the same page as we enter crunch time.
• Kevin’s Builder 20 experience – are builders just optimistic or overly confident going into 2020?One of these could be dangerous…

In the News: (9:09)

• Adidas: We over-invested in digital advertising (MarketingWeek.com) Adidas admits that a focus on efficiency rather than effectiveness led it to over-focus on ROI and over-invest in performance and digital at the expense of brand building. We discuss short-term lead generation vs. long-term branding efforts and where both fit in for home builders.
• As the third-party cookie crumbles, publishers scramble for alternatives (Digiday.com)
• OpenAI Tried to Train AI Agents to Play Hide-and-Seek but Instead They Were Shocked by What They Learned (KDnuggets.com) AI plays to win – not to be “fair.”
• The Closed Beta for Checkout on Instagram is Here for Select U.S. BigCommerce Merchants (BigCommerce.com)

360 Topic of the Week – Rethinking Customer Values with David Allison (30:26)

David Allison has curated a set of data that identifies commonly held values that can be used to predict and even influence consumer behavior. He challenges all of us to think beyond demographics to get the right message about the right product to the right audience. We discuss:

• If the written word still holds value
• How to use values to sell homes faster and more profitably
• How to target social media audiences based on values
• The race to marketing automation – good or bad?
• The one value that unites every human being in North America

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A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, and others from Do You Convert will break down the headlines, share best-practices and stories from the front line, and perform a deep dive on a relevant marketing topic. We’re here to help you – not to sell you!

The post Ep 72: Rethinking Customer Values with David Allison appeared first on Online Sales and Marketing for Home Builders - DYC.