Customer data for small business can determine whether a company struggles for attention or consistently attracts buyers. Many entrepreneurs rely on intuition, but modern businesses compete using behavioral insights and analytics.
Host Tom Wheelwright sits down with Columbia Business School professor and Mindmasters author Sandra Matz to explain how data, algorithms, and behavioral science shape customer decisions. Instead of blindly marketing to everyone, business owners can learn who their ideal customers are, what problems they care about, and when they are ready to buy.
In this episode you will learn:
- How companies use behavioral data to predict purchasing decisions
- Why personalization increases trust and conversions
- What algorithms actually analyze about your customers
- Ethical limits of influencing customer behavior
- Practical ways small businesses can responsibly use data
Matz explains that data is not just about targeting ads. It is about understanding psychology — motivations, fears, and priorities — so a business can solve real problems. Wheelwright connects this to entrepreneurship and cash flow: businesses grow faster when they align their offer with customer behavior instead of pushing products at the wrong time.
Today’s marketplace rewards insight. Companies that understand customers win loyalty and revenue. Companies that ignore behavioral data compete only on price.
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00:00 – Intro.
02:55 – What is Psychological Targeting?
06:54 – How to find the best audience and expand.
12:20 – Identify the consumer’s problems.
15:40 – Just because you can do it, doesn’t always mean you should.
20:50 – Questions to narrow your focus.
24:15 – Company Data vs. Individual Consumer Data
29:45 – 2-3 Steps You Can Take Now
33:43 – Closing Statements
Looking for more on Sandra Matz?
Book: “Mindmasters: The Data-Driven Science of Predicting and Changing Human Behavior”
Website: human-performance.ai, sandramatz.com, http://www.mindmasters.ai
LinkedIn: https://uk.linkedin.com/in/sandra-matz-6824742b
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