Big data behavioural science addressable social media adv

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This document discusses how big data analytics and behavioral science can be used for micro-targeted advertising on social media. It explains that advertisers can now target thousands of micro segments based on psychographics like personality traits, rather than just demographics. Data from social media likes and activities can reveal people's personalities, and combined with other data sources in a data management platform, allows creating highly personalized ad variants for micro segments. Companies like Cambridge Analytica have developed personality prediction models to enable this kind of micro-targeted messaging at scale.

Marketing

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

BIG DATA
ANALYTICS
ADDRESSABLE
SOCIAL MEDIA
ADV
BEHAVIOURAL
SCIENCE
HOW IS IT POSSIBLE?
Big Data , Behavioural Science, Addressable Social Media ADV

THE MARKETER’S DREAM
FROM MASS COMMUNICATION
Same message delivered to all target segments (Demographics)

THE GOLD AGE OF ADVERTISING
Reach and Frequency

TO MICRO TARGETING
Variants of Messages delivered to Thousands of Micro Segments
(Psycographics)

MICRO TARGETING
Adv targeted message (Psychographics)
NO ENTRY
Private property
PUBLIC BEACH
ENDS HERE
CONSCIOUS AND RATIONAL
WARNING
Sharks Sighted
NEUROTICS DISORGANIZED

BEHAVIOURAL SCIENCE
Analizing BIG FIVE Personality Traits (OCEAN MODEL

BIG DATA ANALYTICS
Demographics, Behavioural, Psycographics (Universal User Id)
DATA MANAGEMENT PLATFORM

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

PERSONALITY TRAITS AND SOCIAL
MEDIA BEHAVIOUR
Likes and Activities on Facebook show your personality

SOCIAL MEDIA ADDRESSABLE ADV
Facebook Data Management Platform Connected to Facebook Advertising

CAMBRIDGE ANALYTICA (UK)
Personality Prediction Modelling
MORE THAN 175.000 VARIANTS OF MICROTARGETED MESSAGES

Cambridge Analytica uses big data analytics and behavioral psychology to change consumer behavior and improve marketing effectiveness for brands. It analyzes thousands of data points on hundreds of millions of Americans to predict personalities and target advertisements accordingly. Cambridge Analytica helped Donald Trump's presidential campaign win in 2016 by identifying and engaging key voter groups. It offers services for both attracting new customers and increasing loyalty among existing customers through highly targeted digital and television campaigns.

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