Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
"I've always felt [data analytics] was overrated, Obama
got the votes much more so than his data processing
machine. And I...
The Power of Big Data and
Psychographics in the Electoral Process
Giorgi Tabidze
Tokah Tekturmanidze
The dangers of big da...
"Pretty much every message that Trump
put out was data-driven" 

Alexander Nix, CEO Cambridge Analytica
Data-driven campaigns
RESEARCH
DATA INTEGRATION
AUDIENCE SEGMENTATION
TARGETED ADVERTISING
EVALUATION
Data-driven services...
Profile individuals, and use these profiles to personalize political messaging
to engage, persuade, and motivate them to act...
Behavioral
Science
Addressable
Ad Tech
Data Analytics
Tree core competencies/Methodology
Behavioral Communications
Behavioral Science
Behavioral Communications
(Informational communication, seeks to
inform attitudes)
(Behavioral communication, seeks to pro...
Behavioral Research
“Demographics, geographics, media consumption, consumer and
lifestyle attributes will influence the way...
The ocean five-factor personally model defines different traits in personality
OCEAN: Personality traits
Behavioral Science
Similar but different
People who may look similar on the surface often want and
respond to completely different things.
Ma...
• Highly conscientious people are rational
and detail oriented.
• Agreeable people tend to put community
and society needs...
https://applymagicsauce.com/
Behavioral
Science
Addressable
Ad Tech
Data Analytics
Tree core competencies/Methodology
1960’s: Creative-led Communication
Top down
2010's Audience-led communication
Bottom up
Communication changing
Data analyt...
Demographics/Geographics
What is big data?
(Factual)
Psychographics
(Attitudinal)
Personality
(Behavioral)
Age
Gender
Ethn...
The Power of Big Data
Data analytics
The Power of Big Data
Data analytics
The Power of Big Data
Data analytics
The Power of Big Data
Data analytics
The Power of Big Data
Data analytics
The Power of Big Data
Data analytics
Kosinski's Research
* Private traits and attributes are predictable from digital reco...
The Power of Big Data
Data analytics
The Power of Big Data
Data analytics
Behavioral
Science
Addressable
Ad Tech
Data Analytics
Tree core competencies/Methodology
Addressable Ad Tech
Audience engagement is changing
Invisible Manipulators of Your Mind
Addressable
Advertising
Technology...
“I thought once everybody could speak freely and
exchange information and ideas, the world is
automatically going to be a ...
The power of Big Data is clear, but humans
are humans, what if it is used to manipulate
your mind? aka. through FAKE NEWS
...
The Power of Big Data and
Psychographics in the Electoral Process
Giorgi Tabidze
Tokah Tekturmanidze
The dangers of big da...
Upcoming SlideShare
Loading in …5
×

The Power of Big Data and Psychographics in the Electoral Process

4,722 views

Published on

The dangers of big data and invisible manipulators of your mind

Prepared for Sociology class.

Published in: Science
  • Be the first to comment

The Power of Big Data and Psychographics in the Electoral Process

  1. 1. "I've always felt [data analytics] was overrated, Obama got the votes much more so than his data processing machine. And I think the same is true with me." President trump, May 2016
  2. 2. The Power of Big Data and Psychographics in the Electoral Process Giorgi Tabidze Tokah Tekturmanidze The dangers of big data and invisible manipulators of your mind
  3. 3. "Pretty much every message that Trump put out was data-driven" 
 Alexander Nix, CEO Cambridge Analytica
  4. 4. Data-driven campaigns RESEARCH DATA INTEGRATION AUDIENCE SEGMENTATION TARGETED ADVERTISING EVALUATION Data-driven services “With up to 5,000 data points on over 230 million American voters, we build your custom target audience, then use this crucial information to engage, persuade, and motivate them to act”, Ca-political.com 2017
  5. 5. Profile individuals, and use these profiles to personalize political messaging to engage, persuade, and motivate them to act. Data-driven behavior change In other worlds
  6. 6. Behavioral Science Addressable Ad Tech Data Analytics Tree core competencies/Methodology
  7. 7. Behavioral Communications Behavioral Science
  8. 8. Behavioral Communications (Informational communication, seeks to inform attitudes) (Behavioral communication, seeks to probe and altogether deeper motivation) Behavioral Science
  9. 9. Behavioral Research “Demographics, geographics, media consumption, consumer and lifestyle attributes will influence the way that someone sees the world but personality or psychographics is key, because it informs us about decision making and what drives it.” - Alexander Nix, CEO Cambridge Analytica Behavioral Science
  10. 10. The ocean five-factor personally model defines different traits in personality OCEAN: Personality traits Behavioral Science
  11. 11. Similar but different People who may look similar on the surface often want and respond to completely different things. Male 40-35 Years Old Married Has Children High Income, USA Today readers Male 40-35 Years Old Married Has Children High Income, USA Today readers O C E A N O C E A N Behavioral Science
  12. 12. • Highly conscientious people are rational and detail oriented. • Agreeable people tend to put community and society needs ahead of their own • An rational, fact-based argument OCEAN Insight • Highly extraverted people often seek to engage with experiences and tend to respond to excitement and attention • An emotional, experimental argument OCEAN Insight Similar but different People who may look similar on the surface often want and respond to completely different things. Behavioral Science
  13. 13. https://applymagicsauce.com/
  14. 14. Behavioral Science Addressable Ad Tech Data Analytics Tree core competencies/Methodology
  15. 15. 1960’s: Creative-led Communication Top down 2010's Audience-led communication Bottom up Communication changing Data analytics
  16. 16. Demographics/Geographics What is big data? (Factual) Psychographics (Attitudinal) Personality (Behavioral) Age Gender Ethnicity Religion Education Solo-economic status Geographic factors Adv resonance Automotive data Consumer data Lifestyle Data Buying Styles/Patterns Civic/Polit engagement Psychology * Openness * Conscientiousness * Extraversion * Agreeableness * Neuroticism Persuasion * Reciprocity * Scarcity * Authority * Fear * Social proof Data analytics
  17. 17. The Power of Big Data Data analytics
  18. 18. The Power of Big Data Data analytics
  19. 19. The Power of Big Data Data analytics
  20. 20. The Power of Big Data Data analytics
  21. 21. The Power of Big Data Data analytics
  22. 22. The Power of Big Data Data analytics Kosinski's Research * Private traits and attributes are predictable from digital records of human behavior * Computer-based personality judgments are more accurate than those made by humans Method Effects and the need of Cognition Scale
  23. 23. The Power of Big Data Data analytics
  24. 24. The Power of Big Data Data analytics
  25. 25. Behavioral Science Addressable Ad Tech Data Analytics Tree core competencies/Methodology
  26. 26. Addressable Ad Tech Audience engagement is changing Invisible Manipulators of Your Mind Addressable Advertising Technology Consumer & Lifestyle Data Client Data Quantitative (behavioral) Research Modeling Engine
  27. 27. “I thought once everybody could speak freely and exchange information and ideas, the world is automatically going to be a better place, I was wrong about that.” Ev Williams - Blogger, Medium, Twitter.
  28. 28. The power of Big Data is clear, but humans are humans, what if it is used to manipulate your mind? aka. through FAKE NEWS Well, till now we are unprotected from invisible manipulators
  29. 29. The Power of Big Data and Psychographics in the Electoral Process Giorgi Tabidze Tokah Tekturmanidze The dangers of big data and invisible manipulators of your mind QUESTIONS?

×