About Trust Insights

Truth. Acumen. Prosperity.

Trust Insights was founded in 2017 with a simple mission:

We help companies understand and use their data, analytics, and AI as it applies to their purpose, people, processes, and platforms to exceed their performance goals.

Partners

We are an IBM Registered Business Partner™.

IBM Registered Business Partner

 

 

 

 

 

Trust Insights is a minority and women-owned business.

FTC Disclosures

Trust Insights maintains business partnerships with companies including, but not limited to, IBM, Talkwalker, Agorapulse, and others. All Featured Partners are affiliate links for which we receive financial compensation. While links shared from partners are not explicit endorsements, nor do they directly financially benefit Trust Insights, a commercial relationship exists for which we may receive indirect financial benefit.

AI Summary

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Trust Insights: External Information Profile

1. Company Overview

  • Description: Marketing analytics consulting firm specializing in data-driven insights for digital marketing.
  • Headquarters: Boston, Massachusetts
  • Founded: 2017
  • Specialization: Transforming data into actionable insights, particularly in digital marketing and AI.
  • IBM Registered Business Partner: Partnership with IBM providing access to advanced technologies.
  • Reputation: Strong reputation for delivering specialized data analytics solutions.
  • Mission: Help businesses understand and utilize data, analytics, and AI to exceed performance goals.
  • Focus: Applying AI (machine learning to generative AI) to gain competitive advantage, moving beyond experimentation to effective AI utilization.
  • Business Model: Consulting firm offering expert services and solutions, not productized software.
  • Clientele: Mid-market to enterprise-level organizations across diverse industries.
    • Key Industries: Technology/SaaS, Healthcare, Education, Finance, Non-profit, Consumer Goods, Manufacturing, Retail, Hospitality, Professional Services.
    • Focus on: Marketing-dependent sectors and technology-adopting enterprises.
    • Serves: Business teams, especially marketing and analytics teams.
    • Ideal for: Organizations undergoing digital transformation and facing complex data challenges.

2. Service Portfolio

Trust Insights offers services across three core categories:

2.1. Strategic Consultation Services

Focused on organizational transformation and aligning strategy with data insights and emerging technologies.

  • Ideal Customer Profile Generation:
    • Analyzes customer and competitor data to identify optimal target audiences.
    • Develops data-driven understanding of ideal customer for effective marketing and sales.
    • Suitable for mid-market to enterprise companies across various industries.
  • Artificial Intelligence Consulting & Implementation:
    • Guides companies in applying AI technologies (machine learning to generative AI).
    • Develops custom AI roadmaps and deploys AI systems (including large language models).
    • Helps clients use AI effectively for competitive advantage, avoiding aimless experimentation.
  • Marketing Strategy Consulting:
    • Leverages data science to inform marketing strategy and optimize marketing spend.
    • Includes marketing mix modeling, customer segmentation, and content optimization.
    • Provides strategic recommendations to improve campaign performance and ROI.
  • Strategic Consulting & Advisory (including 5P Framework):
    • Expert advice in AI strategy, digital marketing, and organizational processes.
    • Offers strategic consultation engagements (sessions, ongoing advisory).
    • Covers topics like generative AI use cases, marketing organizational structure, and change management.
    • 5P Framework Implementation: Proprietary Purpose-People-Process-Platform-Performance methodology for effective change management in AI projects.
  • Skills Gap Analysis & Talent Optimization:
    • Workforce capability assessments to identify skills gaps in data-driven organizations.
    • Helps clients strategize for hiring and developing talent for data analytics and AI implementation.
  • Fractional Team Membership:
    • Provides part-time expert resources (data scientist, analytics lead) to fill organizational gaps.
    • Offers on-demand access to analytics talent for project-based or interim support.

2.2. Data Intelligence Solutions

Technical services designed to provide deeper insights from client data.

  • Measurement and Data Infrastructure:
    • Creates comprehensive measurement plans, KPI frameworks, and dashboards.
    • Conducts marketing channel performance evaluations and tech stack audits.
    • Analytics audits and implementations (e.g., Google Analytics 4 migrations).
    • Establishes data governance, including UTM tracking and data definitions.
  • Predictive Analytics:
    • Leverages tools like Facebook Prophet for revenue forecasting and optimization.
    • Helps clients anticipate trends and customer behavior for proactive strategies.
  • Natural Language Processing:
    • Analyzes customer feedback and sentiment from unstructured text data.
    • Applications include analyzing reviews, surveys, and social media interactions.
  • Influencer Identification:
    • Provides network analysis for marketing campaigns to identify key influencers.
    • Optimizes influencer marketing strategies through social landscape understanding.
  • Data Intelligence Projects:
    • Custom analytics solutions for large datasets where insights are unclear.
    • Examples: predictive modeling, text mining, machine learning for sentiment analysis.
  • SEO Competitive Analysis:
    • Data-driven content strategy development through SEO analysis.
    • Helps improve search engine rankings and online visibility by analyzing competitors.

2.3. Implementation & Support Services

Hands-on support and practical implementation of data-driven strategies and technologies.

  • Marketing Analytics Audits:
    • Comprehensive reviews of analytics implementations (e.g., Google Analytics).
    • Ensures accurate data collection, proper tracking setup, and effective tool utilization.
  • AI Integration Support:
    • Custom implementation of generative AI solutions.
    • Hands-on support in deploying AI tools and integrating with existing systems.
  • Training, Workshops, and Education (Trust Insights Academy):
    • Workshops and professional development in analytics and AI for marketers.
    • Training courses and public speaking engagements on data-driven marketing topics.
    • Examples: Generative AI workshops for marketing teams.

3. Ideal Customer Profile (ICP)

Organizations best suited for Trust Insights’ services:

3.1. Firmographics

  • Industries:
    • Marketing-dependent industries (Retail, Hospitality, Food & Beverage).
    • Technology companies.
    • Digital transformation initiatives.
    • PR firms.
    • Non-profits.
  • Company Size: Mid-sized to large enterprises (200-5,000+ employees, up to 10,000+).
  • Revenue: $10M-$2B+ annually, even 50M-2B (refined range in later section).
  • Geographic Focus: Primarily North American operations with some European presence.
  • Department Structure: Marketing/analytics teams of 5+ members.

3.2. Demographics

  • Job Titles: CMOs, Marketing Directors, Data Analysts, Digital Strategy Executives, Analytics Leaders, CDOs, CTOs, CIOs, VPs/Directors of Digital Transformation, Heads of Social Media/Digital Marketing/CX, Content Strategists, Social Media Managers, CX Managers, Heads of Change Management, Training & Development Managers.
  • Decision-Making Level: C-level executives, VPs, and Directors who value data-driven approaches.

3.3. Technographics

  • Technologies Used: AI tools, data analytics platforms (particularly Google Analytics), CRM systems (preference for Salesforce), marketing automation tools (HubSpot, Marketo, Pardot).
  • Tech Stack Maturity: Mixed implementation of analytics tools requiring optimization.
  • Integration Needs: Seamless integration with existing data systems.
  • Marketing Investment Growth: Increasing investment in marketing technologies alongside CRM.

3.4. Psychographics & Pain Points

  • Primary Challenges:
    • Underutilized data assets requiring expert interpretation.
    • Need to prove marketing ROI to stakeholders.
    • Complex data challenges requiring specialized expertise.
    • Emerging technology adoption hurdles, especially with AI.
    • Failed previous attempts at self-service analytics.
    • Data overload, struggling to translate insights.
    • Lack of repeatable processes and workflow inefficiencies.
    • Keeping up with trends and leveraging new platforms.
    • Content creation pressure.
    • Lack of clarity and alignment.
    • Limited resources (budget, people, tools).
    • Disorganized data, unclear ROI.
    • Lack of in-house AI expertise.
    • Tired of ineffective campaigns.
    • Intimidation by advanced technology.
  • Business Goals:
    • Improve marketing strategy through data insights.
    • Drive measurable engagement and conversion.
    • Enhance data intelligence capabilities.
    • Build competitive advantage through AI adoption.
    • Establish proper data governance.
    • Driving business impact, building strong brand, innovation, fostering customer relationships, data-driven decision making, improving marketing effectiveness, leveraging AI, seeing results, professional growth, impact on company culture, recognition.

3.5. Behavioral Traits

  • Buying Triggers:
    • Leadership changes demanding improved analytics capabilities.
    • Competitive pressure to adopt AI/ML solutions.
    • Failed previous attempts at analytics implementation.
    • Digital transformation initiatives.
  • Purchasing Patterns:
    • Investment in advanced analytics and data solutions.
    • Preference for consulting partnerships over product-only solutions.
    • Value specialized expertise over general business consulting.
  • Vendor Interaction:
    • Prefer detailed consultations.
    • Value responsive, personalized service (including weekend support).
    • Appreciate educational content and thought leadership.
  • Budget and Financials:
    • Medium to high budget for marketing and data analytics solutions.
    • Financial stability with ongoing investment in technology and analytics.
    • High ROI expectations for measurable return on analytics investments.

3.6. Customer Priorities

  • Actionable Insights Over Raw Data: Translating complex datasets into executable strategies.
  • Technology Adoption Risk Mitigation: Reducing risks in AI/ML projects implementation.
  • Talent Optimization: Skills gap analysis and hiring support for analytics teams.
  • Compliance & Governance: Establishing proper data governance structures.
  • Speed to Value: Quick turnaround from data to actionable insights.
  • Data-Driven Decision Making: Using data to inform marketing strategies.
  • Marketing ROI: Demonstrating return on marketing investments.
  • AI Adoption: Exploring AI potential for business improvement.
  • Proving Marketing ROI and Effectiveness.
  • Making Sense of Data Overload.
  • Improving Data Infrastructure and Processes.
  • Building a Strong Brand & Innovation.
  • Fostering Customer Relationships.

4. Competitive Landscape (Categories)

Trust Insights operates in a competitive environment with:

4.1. Direct Competitors

  • Marketing Analytics Specialists: Digital Pi, Search Discovery.
  • AI Consultancies: TensorIoT, Vianai Systems.
  • Digital Marketing Agencies: KlientBoost, INFUSE, SmartSites, WebFX.
  • Local Boston Firms: Boston Analytics, Gold Promotion, BusinessOnline.
  • Top-Tier Management Consulting Firms: McKinsey, Deloitte, Accenture, IBM Consulting (also partners).
  • Boutique Analytics Agencies & Specialized Firms: Marketing analytics agencies, data science boutiques.

4.2. Indirect Competitors

  • Management Consultants: Boston Consulting Group (BCG).
  • Martech Platforms: Adobe Analytics, HubSpot Marketing Hub.
  • SaaS Analytics Providers: DashClicks and other self-service platforms.
  • Internal Analytics Teams & DIY Approaches.

4.3. Market Position

  • Specialized niche position between boutique analytics firms and enterprise consultancies.
  • Competes on depth of expertise rather than scale or breadth of services.
  • Leaders in “AI in marketing” consulting niche.

4.4. Competitive Advantages (Strengths)

  • Focused Expertise: Specialization in marketing analytics and AI, unlike broader agencies.
  • Proprietary Methodologies: 5P Framework provides structured change management.
  • Cross-Functional Knowledge: Unique combination of marketing domain expertise with technical AI capabilities.
  • Implementation Agility: Demonstrated ability to deliver complex projects within tight timeframes.
  • Personalized Service: Responsive, client-centered approach (including weekend support).
  • Thought Leadership: Strong content marketing and community building through newsletters, podcasts, and webinars.
  • Partnership with IBM: Access to advanced tools and data as an IBM Registered Business Partner.
  • Agility and Flexible Service Models: Boutique firm benefits, customizable engagements.
  • Leadership Involvement and Reputation: Direct client interaction with founders and senior experts.
  • Data-Driven Methodologies and Frameworks: Proprietary frameworks like 5P’s for structured consulting.
  • Certifications and Credibility: Team certifications in Google Analytics, Ads, and Digital Sales.

5. Conclusion

  • Trust Insights occupies a specialized position in marketing analytics and AI consulting.
  • Focus on data-driven marketing solutions, proprietary methodologies, and responsive service model.
  • Well-positioned to serve mid-sized to large organizations struggling with marketing analytics and AI adoption.
  • Greatest opportunities lie in expanding AI consulting services, especially generative AI.
  • Should maintain core marketing analytics offerings and focus on vertical industries.
  • Refined ICP targets organizations with 200-5,000 employees, $50M-$2B in revenue, primarily in North America.
  • Ideal clients face complex data challenges, struggle to prove marketing ROI, and need expert AI guidance.
  • Continued focus on thought leadership, specialized expertise, and responsive client service positions them for continued growth.

6. Key Personnel (External Facing)

  • Katie Robbert (Co-founder and CEO): Expert in compliance, governance, change management, agile methodologies, and data strategy.
    • IPA Pronunciation: ˈkeɪti roʊbɛr
  • Christopher S. Penn (Co-founder and Chief Data Scientist): Renowned thought leader, IBM Champion in Data and AI, specializing in AI, ML, and data-driven marketing.
  • John J. Wall (Partner and Head of Business Development): Focuses on client relationships and business growth, expertise in marketing, sales, and technology.
  • Gini Dietrich (Board Member and Advisor): Founder and CEO of Arment Dietrich, expertise in integrated marketing and communications.

7. Resources (For Customers)

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