• What is Pinpoint Predictive?

    • Pinpoint is a predictive analytics company that enables marketers to answer an almost impossible question, “Who are my customers…really?”
    • We don’t sell people’s identities, demographics, or purchase histories, rather we offer privacy-safe insights into the true underlying personalities of customer groups.
    • Our Thinkalike® analytics, rankings and targeting services make these insights actionable so that marketers can understand who thinks like their proven customers…and how to best promote their products with emotional resonance.
    • Perhaps most importantly, the Pinpoint team is a fun, smart and responsible group of entrepreneurs that have come together to make marketing more of what we’d all like to experience ourselves as consumers.
    • Finally, we’re very proud to be backed by Jazz Venture Partners and the Stanford StartX Fund.

 

  • What are psychometrics, and what is the Big Five / OCEAN model of personality?

    • Psychometrics is the long-standing science of quantifying human personality.  For decades academic “psychometricians” have experimented with focus groups and a wide variety of datasets in order to refine the descriptors and quantification methods that best capture the combination of personality traits we all uniquely possess.
    • All of this research has yielded the Big Five or OCEAN model of personality, represented by the five overarching “Factors” of Openness, Conscientiousness, Extraversion, Agreeableness and Neuroticism (hence…”OCEAN”).
    • Further, each of the OCEAN Factors is comprised of six “Facets” that have a normal distribution among the population, meaning that everyone can be scored on a scale of 1-to-100 on all 30 Facets…meaning that each of us has our own unique personality score (PowerBall combinations are far more limited!)
    • Our services score virtually every U.S. adult on these combination of OCEAN Facets, enabling our partners to produce incredibly personalized marketing strategies.

 

  • How do psychometric predictions differ from those of Myers-Briggs, Enneagram or focus groups?

 

Psychometrics

Myers-Briggs

Enneagram

Focus Groups

Scientific Basis

Peer-reviewed quantitative academic research

None – based on Carl Jung thought experiments

None – traced to quasi-spiritual writings

Only as strong as survey design 

Source Data

Surveys & massive anonymized datasets

Surveys

Surveys

Surveys

Replicability

Very strong – results do not change (even year-to-year)

Weak – results change materially based on mood

Weak – results vary with life circumstances

Results vary based upon survey design

Insights Produced

Quantitative – innumerable personality combinations

Qualitative – 16 “feel-good” categories

Qualitative – vague and subject to interpretation

Qualitative – address specific client questions

Predictability

Strong signal for targeting and creative optimization

None

None

None – unless tied to clients’ behavioral data

 

  • How does psychometrics differ from personas or psychographics?

 

Psychometrics

Personas

Psychographics

Source Data

Consumer panelists & massive anonymized datasets

None – driven by marketing stereotypes

Demographic data +
inferred interests

Role of Data Science

Wide variety of cutting-edge machine learning models

None

None

Actionable Segments

1 x 10^31 combinations, sorted to any number of segments

Fictional grouping like “Soccer Moms” & “Nascar Dads”

Age / gender / ethnicity +
inferred interests

Impact on Targeting

Individual targeting –
from your own proven data

Stereotype targeting –
on 3rd party platforms

Demographic targeting –
on 3rd party platforms

Impact on Ad Creative

Real-time creative optimization by audience

None – just stereotypes

None – just stereotypes

    • Personas and psychographics make intuitive sense because they are easy to visualize and fit the aspirational stereotypes we have for our customers, but they don’t drive have predictive power because they are lacking two key ingredients…real data and real science.
    • Psychometric attributes may not be as intuitive as stereotypes (“extroverted, agreeable, adventure-seekers” doesn’t exactly roll off the tongue), but real predictive power is worth it!

 

  • What are Thinkalike® services and how can they drive customer acquisition and engagement strategies?

    • Thinkalike® services are exactly what they sound like…applications that leverage insights on customers’ relative personalities.  People who think alike tend to act alike.
    • Our Thinkalike® applications focus on revealing psychological similarities such that marketers can better understand and communicate with current and prospective customers.
    • Some of the use cases we currently support:
      • “Shopper Personality” on Shopify (and soon on other eCommerce platforms)
        • Actionable Personality Traits – quickly learn the 7 Facets that most distinguish your best customers from the U.S. population (answering the question, “Who are my customers…really?”)
        • Personality Explorer – visualization tool revealing how your customers rank on each of the 5 Factors and 30 Facets of personality (a fun way to start exploring the field of psychometrics)
        • Marketing Guide – the best available academic research on tailoring your marketing (creatives / colors / words) based upon the personality
      • Direct activation services with Pinpoint
        • Product recommendations – leverage Thinkalike® targeting to promote products in-store or via email based on customer personality details (e.g., promote travel books to extroverted adventure-seekers)
        • Creative optimization – while A:B testing of ad creative is good, Thinkalike® creative optimization takes it to a whole new level (e.g., if an ad is proven to work on introverted intellectuals…target more of them)
        • User acquisition – leverage Actionable Personality Traits to target Thinkalike® audiences from the broader U.S. population.

 

  • What drives Pinpoint’s psychological insights and how can this be privacy-safe?

    • Pinpoint’s underlying psychological insights are built from unique sources of proprietary, first-party data from people that actively opt-in to sharing their perspectives with us.  Note that none of this data comes from social media!
    • We apply these insights to the broader population via a proprietary process that was designed, built and patented by Pinpoint.  Effectively, we de-identify all data prior to analysis, so we have absolutely no PII (personally identifiable information) within our modeling system.  This process is entirely privacy-safe due to the use of fully-anonymized data and is compliant with both GDPR and CCPA (the upcoming California Consumer Privacy Act).
    • We do not share consumer-level insights with partners, customers, or any third-parties, but rather, we package insights for execution at the segment level.
    • Finally, we use best-in-class information security protocols and industry leading cloud-based platforms for all of our tech infrastructure.
    • Bottom line, we take privacy and security incredibly seriously.

 

  • What types of data does Pinpoint require from its clients?

    • We only ask our clients for securely hashed customer IDs (typically email addresses and/or mobile device IDs).  We have no need for any behavioral or other data – our Thinkalike® analyses are driven by our own proprietary first-party data.
    • We do have a couple of limitations however:
      • Our data and algorithms are currently tuned for the analysis of U.S. adult audiences, so we only work with U.S.-based clients.
      • We require reasonably large customer segments in order to produce accurate analyses and recommendations, so we require that clients have at least 1,000 unique customers.

 

  • What platform integrations does Pinpoint currently support?

    • Our first eCommerce platform integration is with Shopify.
      • Shopper Personality is our first Shopify app, released in October 2019.
      • We have a great roadmap of additional apps coming to Shopify starting in late Q4 2019, and we’re always looking for new use cases (so please reach-out with ideas!)
    • We’re planning to support a range of additional eCommerce and marketing automation platforms in the near future, and we’ll make announcements as our first app is available on each.
      • If you have a specific platform integration request, please let us know at sales@pinpointpredictive.com – we would love to discuss your needs.
    • Finally, we also work with clients directly via our OnPoint service, enabling analysis / activation for clients not utilizing one of our supported partner platforms.
      • Please reach-out to sales@pinpointpredictive.com if you would like to learn more about OnPoint.

 

  • What is Pinpoint’s pricing model?

    • Shopper Personality on Shopify
      • We are promoting our Shopify launch with free access to Shopper Personality for those clients that register through the end of 2019.
      • Shopper Personality pricing for 2020 will be announced prior to the new year.
    • Pricing for subsequent apps (on Shopify and other platforms) remains TBD and will be disclosed prior to launch.
    • Pricing for OnPoint clients varies by use case and by customer volume levels.
      • Please reach-out to sales@pinpointpredictive.com for pricing specific to your use case.

 

  • How do I contact Pinpoint?

    • If you are an existing client, please reach-out to your dedicated account manager or via support@pinpointpredictive.com.
    • If you are a prospective client with questions or feedback regarding our apps, our supported platforms or with new use case requests, please reach-out to sales@pinpointpredictive.com.