Merkle announced that it will host a webinar titled Crafting Highly Engaging Messaging with Data and Psychology. This event will take place on Thursday, February 16, 2017 at 2:00 p.m. ET and will feature Leigh Mehlman, manager, lifecycle marketing & CRM at Exclusive Resorts; Ethan Hanson, associate director, advanced methods and research, Merkle; and Michael Adamson, senior analyst, customer strategy and research at Merkle.

Companies often have more stories to tell than space to tell them. How can you determine what brand message will best differentiate your brand while also resonating with your customer base? Exclusive Resorts faced this problem when too many disparate messages convoluted their brand story. Exclusive Resorts leaned on Merkle to employ a Neuroanalytics approach that studied the psychological motivations of their customer base. The webinar will discuss how the findings drove a new brand strategy that is differentiated in the marketplace and, most importantly, one that engages their customers on an emotional and motivational level. Attendees will learn:

• How to develop a more impactful customer strategy by starting with customers

• How to use data to optimize creative decisions

• Why emotion and motivation will always drive customer decisions over logic

“In partnership with Exclusive Resorts through a series of research phases, we established what motivated this audience, where the market opportunity was, and then uncovered the audience’s emotional drivers,” said Hanson. “Merkle’s Neuroanalytics™ practice helped Exclusive Resorts isolate the real reason people wanted to take a luxury family vacation.”

To register for the complimentary webinar, visit the registration site.