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Brand Stickiness Modeling: Building Lasting Brand Connections with AI

MMA Dictionary

23 May 2025

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Brand Stickiness Modeling: Building Lasting Brand Connections with AI

From Transactions to Emotional Connections

Modern marketing is no longer just about conversions. It’s about connection. Today’s consumers expect more than a product or a promo code—they want resonance, relevance, and relationships.

That’s where Brand Stickiness Modeling comes in.

Introduced by Jacqueline Woods, CMO of Teradata, in Episode 25 of Decoding AI for Marketers, this concept explores how AI can help brands foster long-term engagement by modeling emotional and behavioral loyalty.

What is Brand Stickiness?

Brand stickiness refers to how strongly a customer stays connected to a brand—emotionally, mentally, and behaviorally—not just through repeat purchases, but sustained engagement.

It’s about building durable value, not just driving a single transaction.

How Does Brand Stickiness Modeling Work?

AI platforms analyze consumer behavior across multiple touchpoints. Teradata’s approach includes:

Behavioral data: visit frequency, dwell time, response to content
Sentiment analysis: emotions in reviews, tone on social media
Engagement tracking: which channels and how often people interact
Predictive modeling: how timing, message, and format affect long-term affinity

How Is It Different from Loyalty Programs?

Loyalty programs reward the past. Stickiness models predict and influence the future.

Goes beyond transactional data
Measures emotional depth, not just click-throughs
Adapts based on shifting behaviors
Forecasts loyalty with contextual insight

Why Marketers Should Care

As Jacqueline Woods says, personalization is not optional. But it needs to be smarter. “Hi [Name]” is not enough.

Marketers need to:

Centralize engagement data with AI tools
Shift from points to emotional value
Design content for long-term affinity
Optimize based on stickiness KPIs

Conclusion: Connection is the New Conversion

Brand Stickiness Modeling marks a shift in marketing’s purpose—from selling more, to staying meaningful.

It pushes us to ask not “How many clicked?” but “How many connected?”

By combining behavioral psychology, machine learning, and creativity, brands can build the emotional equity that lasts.

“We help companies create deeper and more engaging experiences so they can become more sticky.”

— Jacqueline Woods, CMO, Teradata

Serkan Karaman

MMA EMEA Platforms Manager

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