PayPal + Business Insider + Valuegraphics

My friends at Business Insider and PayPal asked me to share some valuegraphic data about online shoppers, and how to drive acquisition, conversion and retention.

HERE'S A SHORT CUT FROM THE STORY:

According to David Allison, author and founder of The Valuegraphics Database, what we value determines everything we do. "Whether we are conscious of it or not, the decisions we make are rooted in our core human values," he said.

When PayPal wanted to understand more about the core values of their own customers' purchasing habits, they enlisted Allison and his Valuegraphics Database to study 6,750 users in five regions around the world. The study incorporated some traditional metrics, such as demographics, which can help brands define the kind of group they want to target, and psychographics, which show a consumer's past pattern of behavior and can sometimes help predict the future. But he focused on values and found that loyalty, security, and experiences were among the top 10 values of PayPal users.

"Those three values are incredibly powerful tools to attract attention, engagement, and activation for PayPal consumers," he said. "There's a lot of PayPal customers around the world — don't you want your fair share of them? This is one way that you can get there."

#valuesdriven #marketing #datadriven #segmentation #profiling #consumerbehavior #humanbehavior #values