Neuroscience: Experiential measurement and touchpoint optimisation

This article looks at how marketers are turning to new neuro-tools to uncover fresh insight at the non-conscious level in order to better understand touchpoint effectiveness.

Neuroscience: Experiential measurement and touchpoint optimisation

Thom NobleNeuroStrata

New smart-marketing techniques, harnessing neuroscience and behavioural economics, are being used to engage, emotionally and experientially, along the customer journey. Thom Noble of NeuroStrata looks at how marketers are turning to the new neuro-tools to uncover fresh insight at the non-conscious level and so better understand touchpoint effectiveness.

Our any time, any place, anywhere environment increases the challenges on brands to compete across many more touchpoints than ever before. In response, marketers are recognising the advantages in more deeply engaging emotionally and experientially with their brands to make more of a...

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