The Art & Science of Human Persuasion

Premiered: April 15, 2019 (Forum 2019)
Length: 49 minutes
Category: Data Analytics

New research by neuroscientists reveals people don’t actually “make” decisions, they usually fall back on a reflexive response without much (if any) thinking. The truth is that consumers don’t make logical choices — particularly when it comes to their finances.

In this session, you will learn how to strategically exploit the decision defaults that have been hardwired into people’s psyches. You’ll see numerous examples from financial brands using the principles of neuroscience, you can make their recall, response and ROI rates soar.

Banking executives will learn:

  • How to engineer data-driven campaigns that deliver shocking results
  • How to connect the dots between behavioral science, machine learning and sentiment analysis  to make informed decisions about groups of people
  • How to identify what motivates individuals to take action and influence their decision