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Gaining Insight into Twitter Audiences through Personality Analysis

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This project uses DSX, Apache Spark, the Twitter API and the Personality Insights Watson API to:
1- Understand the personality profile of the average twitter follower of an account
2- Segment those followers through kmeans clustering analysis into the most relevant segments based on the "Needs" features of the profile. This insight will be useful to marketing teams to optimize targeting and messaging to better meet those needs.

Twitter Accounts Analyzed:
@APACHESPARK

Code: https://github.com/anamecheverri/WatsonAPIPersonalityInsights

Published in: Technology
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Gaining Insight into Twitter Audiences through Personality Analysis

  1. 1. © 2015 IBM Corporation1 ANALYZING THE PERSONALITY PROFILES OF TWITTER FOLLOWERS PYTHON, APACHE SPARK AND THE PERSONALITY INSIGHTS WATSON API Ana Maria Echeverri B.S. Computer Engineering @AnaMEcheverri MBA MS Analytics
  2. 2. © 2015 IBM Corporation2 The Holy Grail Turning Data into Competitive Advantage
  3. 3. © 2015 IBM Corporation3 The Project Gaining Insight into Twitter Audiences through Personality Analysis  This project uses DSX, Apache Spark, the Twitter API and the Personality Insights Watson API to: 1- Understand the personality profile of the average twitter follower of an account 2- Segment those followers through kmeans clustering analysis into the most relevant segments based on the "Needs" features of the profile. This insight will be useful to marketing teams to optimize targeting and messaging to better meet those needs. Twitter Accounts Analyzed: @APACHESPARK Python Code: https://github.com/anamecheverri/WatsonAPIPersonalityInsights
  4. 4. © 2015 IBM Corporation4 Apache Spark + Watson Apis Powerful Tools to Turn Data into Competitive Advantage
  5. 5. © 2015 IBM Corporation5 Apache Spark
  6. 6. © 2015 IBM Corporation6 What is IBM Watson? 2011 Industry Solutions Watson Cognitive APIs 2017
  7. 7. © 2015 IBM Corporation7 Expand into Cognitive Applications 1. CREATE A BLUEMIX ACCOUNT 2. SELECT WATSON API 3. GET SDK
  8. 8. © 2015 IBM Corporation8 What is Personality Insights?  The Personality Insights service offers a set of core analytics for discovering actionable insights about people and entities  It is based on the psychology of language in combination with data analytics algorithms.  It infers personality characteristics  It provides additional metrics for Needs, Values and Consumption Preferences Big 5 Needs Values Consumption
  9. 9. © 2015 IBM Corporation9 Personality Characteristics Big 5 • Most widely used model for describing how a person engages with the world Needs • Describe which aspects of a product will resonate with a person Values • Describe motivating factors that influence a person's decision making Consumption Preferences • Likelihood to pursue different products, services and activities
  10. 10. © 2015 IBM Corporation10 The Big 5 Agreeableness • Tendency to be compassionate and cooperative toward others Conscientiousness • Tendency to act in an organized or thoughtful way Extraversion • Tendency to seek stimulation in the company of others Emotional Range (Neuroticism) • Extent to which a person's emotions are sensitive to the environment Openness • Tendency to experience a variety of activities
  11. 11. © 2015 IBM Corporation11 Personality Facets – Big 5 Agreeableness • Altruism • Cooperation • Modesty • Morality/Sincerity • Sympathy • Trusting Conscientiousness •Achievement Driven •Cautiousness •Dutifulness •Orderliness •Self-Discipline •Self-Assured Extraversion •Energetic •Assertiveness •Cheerfulness •Excitement-seeking •Friendliness •Sociable Emotional Range (Neuroticism) •Anger •Anxiety •Depression •Self Indulgence •Self Consciousness •Vulnerability Openness •Adventurousness •Artistic Interests •Emotionality •Imagination •Intellect •Liberalism (Tolerance for Diversity)
  12. 12. © 2015 IBM Corporation12 Needs and Values Needs •Excitement •Harmony •Curiosity •Ideal •Closeness •Self-expression •Liberty •Love •Practicality •Stability •Challenge •Structure Values •Helping Others •Conservation/Tradition •Hedonism Self Enhancement Open to Change Consumption •Shopping •Movies •Reading and Learning •Health and Activity •Entrepreneurship •Environmental Concern •Volunteering

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