The Social Values Project to Be Featured at Annual FutureM Conference

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Zenzi Communications and Ranker partner to show how large connected datasets can reveal consumer values and inform modern marketing campaigns.

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Leveraging connected datasets to understand the consumer's deeper motivations is bound to transform the future of marketing.

Zenzi Communications’ Social Values Project is being presented at this year’s FutureM conference October 16 – 18. Data Scientist Ravi Iyer will be sharing the game-changing results of The Social Values Project™, which leverages the ubiquity of large connected data graphs from sources like Facebook, Twitter, and Ranker to provide a more complete understanding of the modern consumer. The session, “Using Big Data to Reveal Consumer Values and Inform Storytelling,” will take place on Thursday, October 17 from 2pm to 3pm.

The Social Values Project blends cutting-edge psychology, marketing and data science to get to the heart of what motivates people’s behavior. The resulting insights help businesses connect with customers and employees on a deeper level by understanding and speaking to their inner values, needs and desires.

“Data science is most commonly used to optimize ads using a very narrow view of the consumer,” said Iyer. “Leveraging connected datasets to understand the consumer’s deeper motivations is bound to transform the future of marketing and consumer messaging strategies. With more ways than ever before to communicate, values are the missing link to building meaningful connections with people, thereby influencing product preference and purchase decisions.”

This informative session will illustrate how online data can be used to understand the deeper values and motivations of consumers and act upon them. Additionally, techniques will be shared for mining actionable insight from graphs of data. By understanding their lasting motivations, brands can begin to find customers who will resonate with their strengths and tell value-specific stories that will turn customers into advocates.

Ravi Iyer has been heading up the research and data analysis that has become the foundation of the Social Values Project. Mr. Iyer is a data scientist for Ranker and Zenzi who combines more than 15 years of technology industry experience with a Ph.D. in Social Psychology from the University of Southern California. He has authored more than 20 publications in top scholarly journals and his work has been featured in the New York Times, Atlantic, Wall St. Journal, and at South by Southwest Interactive.

FutureM brings a one-of-a-kind experience to Marketing and Media trendsetters by debating the cutting-edge development and future landscape of Marketing. The programs are unique, forward-thinking, and will challenge, integrate and bring to life what tomorrow holds for businesses in the digital age.

About Zenzi Communications
Founded in 2002, Zenzi is a team of seasoned public relations practitioners with a passion for inspiring and connecting with people. Our insights-based approach speaks to the heart of what motivates people’s behavior. We are privileged to partner with world-class CPG brands, inspiring non-profits and ambitious start-ups alike. Zenzi is a Certified Woman-Owned Business headquartered in San Diego, with staff in San Francisco, Denver & Boston. For more information visit

About Ranker
Ranker is a crowdsourced platform that consumers visit 8 million times per month to view, rank, and vote on broad opinion-based topics ranging from the greatest bands of all time to the best gluten-free crackers. While Ranker is a growing publisher (100 million monthly page views, Quantcast Top 400/ Top 100 for mobile web), Ranker also powers a distributed version of its app, currently on more than 1300 websites (example). Ranker is also a fully-semantic consumer data collection machine. This data produces continually updated rankings across thousands of topics with intrinsic value far beyond regular page views and has in parallel built an “opinion graph” (people who like X also like Y, and think Z is expensive) with more than 8 million “edges”.

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Ravi Iyer
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