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Big Data, Psychografics and Social Media Advertising - Alessandro Sisti

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What if we could use big data analytics to investigate correlation between personality traits of consumers and their behavior on social network? Using such predictive models fostered by the use of Data Management Platform, innovative companies can deliver micro-targeted social media advertising. This speech analizes t the use of big data over the last us presidential campaign: president Trump won the battle against Clinton delivering more than 175.000 variants of targeted social media messages, using this innovative communication campaign on Facebook.

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Big Data, Psychografics and Social Media Advertising - Alessandro Sisti

  1. 1. BIG DATA, BEHAVIOURAL SCIENCE, ADDRESSABLE SOCIAL MEDIA ADV Alessandro Sisti Digital Consultant (Founder and Partner) Google Certified Professional Luiss Business School, Università Cattolica Milano, Sole24ore (Contract Professor) sisti1972@gmail.com www.realtimebidding.it 3351210083
  2. 2. BIG DATA ANALYTICS ADDRESSABLE SOCIAL MEDIA ADV BEHAVIOURAL SCIENCE HOW IS IT POSSIBLE? Big Data , Behavioural Science, Addressable Social Media ADV
  3. 3. THE MARKETER’S DREAM FROM MASS COMMUNICATION Same message delivered to all target segments (Demographics)
  4. 4. THE GOLD AGE OF ADVERTISING Reach and Frequency
  5. 5. TO MICRO TARGETING Variants of Messages delivered to Thousands of Micro Segments (Psycographics)
  6. 6. MICRO TARGETING Adv targeted message (Psychographics) NO ENTRY Private property PUBLIC BEACH ENDS HERE CONSCIOUS AND RATIONAL WARNING Sharks Sighted NEUROTICS DISORGANIZED
  7. 7. BEHAVIOURAL SCIENCE Analizing BIG FIVE Personality Traits (OCEAN MODEL
  8. 8. BEHAVIOURAL SCIENCE Analizing BIG FIVE Personality Traits (OCEAN MODEL)
  9. 9. BIG DATA ANALYTICS Demographics, Behavioural, Psycographics (Universal User Id) DATA MANAGEMENT PLATFORM
  10. 10. PERSONALITY TRAITS AND SOCIAL MEDIA BEHAVIOUR Michael Kosinsky Prediction Model 70 LIKES (MODEL BEATS YOUR FRiENDS) 300 LIKE (MODEL BEATS YOUR LOVER) 150 LIKE (MODEL BEATS YOUR PARENTS) 7.000.000 SURVEYS
  11. 11. PERSONALITY TRAITS AND SOCIAL MEDIA BEHAVIOUR Likes and Activities on Facebook show your personality
  12. 12. SOCIAL MEDIA ADDRESSABLE ADV Facebook Data Management Platform Connected to Facebook Advertising
  13. 13. SOCIAL MEDIA ADDRESSABLE ADV Facebook Data Management Platform Connected to Facebook Advertising
  14. 14. CAMBRIDGE ANALYTICA (UK) Personality Prediction Modelling MORE THAN 175.000 VARIANTS OF MICROTARGETED MESSAGES
  15. 15. GRAZIE! Alessandro Sisti Digital Consultant (Founder and Partner) Google Certified Professional Luiss Business School, Università Cattolica Milano, Sole24ore (Contract Professor) sisti1972@gmail.com www.realtimebidding.it 3351210083 www.realtimebidding.it GRAZIE!

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