Cool Analytics Vendor Series/part 1: Persuasion Automation & Emotion

Aristotle, rhetoric, power of persuasion - all the way to cognitive computing technology in 2016


Rhetoric (pronounced /ˈrɛtərɪk/) is the art of discourse, an art that aims to improve the capability of writers or speakers to inform, most likely to persuade, or motivate particular audiences in specific situations

Aristotle, back in the day in ancient Greece, famously laid the foundation and popularized the Art of Rhetoric: "the faculty of observing in any given case the available means of persuasion."

Little did he know though, that exactly 2,338 years later, persuasion will not only be the fundamental toolkit of politicians – there will be a new and growing tribe of digital marketers persuading potential buyers through their campaigns, social media, emotional content and appeal, all of which will be generated, managed and measured by machine-learning based algorithms - at least in case of our vendor, described below..

Gartner: By 2018, 20% of all business content will be authored by machines.

Considering the fact that the majority of purchasing decisions are based on emotion, rationalized later to materialize – today I would like to mention an interesting analytics technology vendor called Persado, founded in 2012, headquartered in NYC, with the following mission: create 'smart content' driving communication efficiency, based on cognitive computing, leveraging emotional triggers leading to certain action of company’s target audiences.

The vendor’s famous ‘Wheel of Emotions’:


includes words like desirability, intimacy, singularity, safety or curiosity– these are analyzed by machine learning platform and the outcomes are used to optimize digital marketing campaigns based on seasonality, geography or cultural differences – emotions clearly play a crucial role here.

Email subject lines are customized based on machine-calculated emotional impact, tailored to particular demographic group – powerful.

Persado’s fast-growing customer list includes Citi, American Express orExpedia and surely they will expand across all the verticals = emotions are universal and omnipresent.

Have a look and please share your thoughts:

I am convinced, that we will get to hear more about the realm of ‘persuasion automation’ = Aristotle would be impressed.

Bruno Polach

University lecture small

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