Beyond Demographics: Using AI for Psychographic Profiling in B2B Lead Generation
Welcome to Week 1 of the High Digital AI Initiatives Series, where we pull back the curtain on the enterprise AI tools we are building to solve complex business bottlenecks.
Quick Answer: What is the Hermes Platform?
Hermes is an AI-powered Campaign Management CRM developed by High Digital and Rethink Demand. It moves beyond standard deterministic data (like job titles) and utilises natural language processing (NLP) and machine learning algorithms to generate OCEAN and DISC psychographic profiling scores, automate media metadata extraction, and enforce CRM data integrity.
The Algorithm Behind Psychographic Profiling
Traditional lead marketing relies heavily on basic demographics: job title, industry, and company size. Hermes introduces a sophisticated behavioral analytics layer. By ingesting public professional data (such as LinkedIn profile details, posting history, and engagement metrics), Hermes runs this unstructured data through sentiment analysis models.
The output calculates precise percentage scores for both OCEAN (Openness, Conscientiousness, Extroversion, Agreeableness, Neuroticism) and DISC (Dominance, Influence, Steadiness, Conscientiousness) frameworks. This allows sales reps to tailor their outreach based on how a prospect processes information and makes purchasing decisions, drastically improving conversion rates.
Core Technical Capabilities of Hermes
|
Feature |
Technical Mechanism |
Business Application |
|
Media Metadata Extraction |
Ingests PDFs, web URLs, and MP4 files (up to 20MB). Uses audio transcription and NLP to extract language data, auto-generate thumbnails, and output hierarchical summaries (short/long). |
Eliminates manual asset tagging, rapidly categorizing campaign media for distribution. |
|
Data Harmonization & Cleansing |
Deploys fuzzy matching algorithms and NLP mapping to validate, synthesize, and reconcile dirty CRM data. |
Automatically deduces missing job functions or seniority, and matches duplicate company records. |
|
Automated Reporting Engines |
Uses deterministic AI frameworks to aggregate relational campaign data into standardized templates. |
Generates End of Campaign (EoC), Strategic Insight, and Competitive Analysis reports without manual SQL querying. |
Next Week in the AI Series: We will explore how AI is automating complex ESG and compliance reporting pipelines
We love tackling complex customer data solutions and AI projects. If you have one drop us a line
