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Big data , Behavioural science, Social Media Adv
The document discusses the intersection of big data, behavioral science, and addressable social media advertising, highlighting the shift from mass communication to micro-targeting strategies. It emphasizes the use of the Big Five personality traits and social media behavior to optimize advertising efforts through predictive modeling and data management platforms. Additionally, it references Cambridge Analytica's techniques in creating numerous micro-targeted messages based on user data.
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Big data , Behavioural science, Social Media Adv
- 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. BIG DATA ANALYTICS ADDRESSABLE SOCIAL MEDIA ADV BEHAVIOURAL SCIENCE HOWIS IT POSSIBLE? Big Data , Behavioural Science, Addressable Social Media ADV
- 3. THE MARKETER’S DREAM FROMMASS COMMUNICATION Same message delivered to all target segments (Demographics)
- 4. THE GOLD AGEOF ADVERTISING Reach and Frequency
- 5. TO MICRO TARGETING Variantsof Messages delivered to Thousands of Micro Segments (Psycographics)
- 6. MICRO TARGETING Adv targetedmessage (Psychographics) NO ENTRY Private property PUBLIC BEACH ENDS HERE CONSCIOUS AND RATIONAL WARNING Sharks Sighted NEUROTICS DISORGANIZED
- 7. BEHAVIOURAL SCIENCE Analizing BIGFIVE Personality Traits (OCEAN MODEL
- 8. BEHAVIOURAL SCIENCE Analizing BIGFIVE Personality Traits (OCEAN MODEL)
- 9. BIG DATA ANALYTICS Demographics,Behavioural, Psycographics (Universal User Id) DATA MANAGEMENT PLATFORM
- 10. PERSONALITY TRAITS ANDSOCIAL 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. PERSONALITY TRAITS ANDSOCIAL MEDIA BEHAVIOUR Likes and Activities on Facebook show your personality
- 12. SOCIAL MEDIA ADDRESSABLEADV Facebook Data Management Platform Connected to Facebook Advertising
- 13. SOCIAL MEDIA ADDRESSABLEADV Facebook Data Management Platform Connected to Facebook Advertising
- 14. CAMBRIDGE ANALYTICA (UK) PersonalityPrediction Modelling MORE THAN 175.000 VARIANTS OF MICROTARGETED MESSAGES