Psychographic targeting for State Street Investment Management

Client: State Street Investment Management

Alphix Media Exchange (AMX), Alphix Solutions’ proprietary programmatic platform, leverages advanced targeting capabilities including psychographic analysis, AI-driven contextual targeting and firmographic data to move beyond traditional cookie-based approaches and deliver more nuanced, relevance-led advertising.

Central to the entry is Alphix Psychographix, a product designed to target audiences based on how they feel rather than solely on demographic characteristics. By mapping personas against “psychographs” built from multiple qualitative data points, AMX analyses thousands of news articles daily, aligning messaging with audience sentiment and topical relevance. For a State Street Investment Management campaign, the objective was to promote ETF products to a broad U.S. retail investor audience while minimising wasted spend and improving mid-funnel performance. Two personas were defined: a younger, analytical investor and an older, stability-focused investor. Alphix layered psychographic enrichment, real-time market analysis and behavioural triggers to dynamically align products, topics and tailored creative messaging. The campaign delivered a $40 cost per quality entrance, a 65% engagement improvement versus benchmark in the first month, and a 39% average increase in time on page. Continuous creative refreshes drove further uplifts without additional production costs. Overall, the campaign demonstrates how dynamic, persona-driven contextual targeting and agile AI messaging can enhance efficiency, engagement and strategic insight in programmatic advertising.