Cargill - Following Your Heart in Data Driven Marketing

Aurea Mauries, Strategic Marketing and Technology Leader for Cargill’s Animal Nutrition Mexico branch, is no stranger to the world of data-driven marketing - in fact, she's made it her mission to help brands move beyond just crunching the numbers and really understand the emotional drivers behind consumer behavior. And as it turns out, the key to unlocking those insights may lie in an unexpected place: the human heart.

Through using insights from app and research platform HeartMath, Aurea has been focusing on the connection between neuroscience, intuition and decision-making. That’s why this is her shiny new object.

Much of human behaviour is influenced by subconscious emotional responses, rather than pure rational thought. "We tend to think that the brain is the one that's data processing, and then we make assumptions or react on our conclusions," Aurea explains. "But what they have proven is that the first filter is not the neurological connections within the brain - it's the imprint of our previous experiences and emotions."

In other words, our "gut feelings" and intuitions aren't just romantic notions - they're actually a key part of how we process information and make choices, often before we're even consciously aware of it.

For marketers, this research has huge implications. It means that relying solely on data and analytics isn't enough - you also need to understand the emotional landscape that's shaping your customers' decisions. Things like past experiences, personal values, and even the subconscious associations we have with certain products or brands can all play a major role. As Aurea puts it, "Don't walk away and only see [data] through the PowerPoint - you need to be outside and really try to see it and observe and understand what's not being said within [spreadsheets]."

So, how can brands start tapping into this deeper level of customer understanding? Aurea suggests starting by exploring the research and resources available through organisations like HeartMath. Dig into the studies on human behaviour and decision-making, and look for ways to apply those insights to your marketing strategies and customer experiences. It may require a shift in mindset, but blending data-driven insights with a deeper understanding of emotion and intuition is the key to unlocking the next level of marketing innovation.

"It's uncovered a different layer about human behaviour as a whole," says Aurea. Ready to open your heart (and mind) to a new approach to data-driven marketing? Give the full episode a listen.