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Podcast: Building Better CMOs and Marketing Leaders
Episode: Esther-Mireya Tejeda, CMO of Anywhere Real Estate: Emographics, Not Demographics
Description: Full transcriptTo connect with their customers, companies have to understand them. But current approaches just don't work, says Anywhere Real Estate CMO Esther-Mireya Tejeda.Breaking those customers into demographic groups obscures important differences, and psychographic profiles are not easily targetable. The missing link is an emerging neuroscience-backed framework called emographics, which explains why people do what they do."The majority of human behavior upwards of 95 percent is actually emotionally driven by the unconscious," Tejeda says. "The closer we get to actually understanding that unconscious persona — and we marry that data set with th...