A UK-based startup with a Ukrainian-born founder is leveraging personality analysis, data analysis and machine learning to make marketing communications even more persuasive. And it has just raised $5.2 million to develop and commercialize its technology further.
DataSine’s flagship product, ‘Pomegranate,’ helps businesses “tailor content to resonate with their audience, from the segment level down to the individual customer.” The platform integrates with such tools as HubSpot and MailChimp.
“Our clients use our products to personalize a variety of communications: thus, they can select the best images for emails and text messages and relevant words for call center scripts,” explained Tatiana Iakovleva of Data Sine’s marketing dpt. in an exchange with Ukraine Digital News.
Machine learning is applied to the behavioral data which is collected by brands to build customer profiles, while an AI-powered content editing platform will guide marketers in tailoring such content elements as words and images.
DataSine’s personality analysis is based on the ‘Big Five’ taxonomy – a widely used framework that articulates five personality traits: openness to experience, conscientiousness, extraversion, agreeableness, and neuroticism.
Among the academic researches used by DataSine in the field of applied psychometrics is this paper that establishes “psychological targeting as an effective approach to digital mass persuasion.”
The concrete results are impressive, if judging by the cases cited by Iakovleva: a 80% increase in customer engagement through an activation campaign, a 59% increase in conversion rate through an email campaign, and a 71% increase in sales performance through personalized call center scripts.
DataSine was founded in 2015 by Igor Volzhanin, who was born in Ukraine, grew up in Canada and studied or work in Germany, the US and the UK.
The team is currently wholly based in London, representing 10 different nationalities, including specialists from Russia and Ukraine.
In 2017, DataSine raised initial funding from Cathay Innovation, Force over Mass and Sistema_VC. The latest $5.2 million round, announced last month, was led by Pentech and Propel Venture Partners, with participation from Cathay Innovation, Twin Ventures and Sistema_VC.