The document discusses cognitive computing and its transformative potential in advertising, focusing on personality insights. It highlights how understanding personality traits can enhance targeting and engagement in marketing strategies, supported by various studies that demonstrate increased response rates and customer preferences. Additionally, the document addresses challenges like scalability and privacy concerns within cognitive computing technology.

1. Javier Burón
CEO & Cofounder of SocialBro
@JavierBuron
How Cognitive Computing
Will Change Advertising

2. 1. What Is Cognitive Computing?
2. What Is Personality Insights?
3. Why Personality Insights?
4. How It Will Change Your Advertising
5. Challenges Faced By Cognitive Computing Technology...
#adtechLondon@javierburon
Today...

3. SOCIALBRO
The leading Twitter marketing platform
10,000
customers who trust our services
Used by brands and agencies around the world including
VISA, Telefónica and DigitasLBI…
#adtechLondon@javierburon

4. 1. What Is Cognitive Computing?
A new partnership between people and computers.
Transforming the way we understand human behaviour
Cognitive computing systems learn and interact naturally with people
#adtechLondon@javierburon

5. 2. What Is Personality Insight
#adtechLondon@javierburon
PERSONALITY INSIGHTS MODEL

6. 2. What Is Personality Insight
Anna might prefer
Car Preferences
Reliable, safe, moderately priced car
with low emissions
Clothing Preferences
Comfortable, business casual and
outdoor travel clothing
Food Preferences
Organic dairy and produce, boxed
cereals
Coupons
Moderate on coupon redemption
Investments
Moderately risky investments
Health Care Preferences
Yoga
Demographics
34 yr old, college educated, busy,
working professional
Personality Traits
Agreeable, achievement striving,
open to experiences, conscientious
Inherent Values
self-enhancement
Inherent Needs
practicality, structure
Emotions
Mostly cheerful, satisfied
Expressed Needs
wants to buy a car
Context
Economically stable, candidate for
home, financial services
#adtechLondon@javierburon

7. 3. Why Personality Insights?
#adtechLondon@javierburon
500 Million Twitter
Conversations
SEGMENTATION
Understanding and actively applying segmentation
will deliver unique audiences, giving you the
competitive edge to cut right through the noise
and reach your target audience.
Global
Audience

8. 3. Why Personality Insights?
#adtechLondon@javierburon
Identifying Certain Personality Traits Can Lead To....
Study 1
Responding To Tweets:
Target users who are more likely
to respond to your campaign.
Study 2
Reading Preferences:
Feed this insight into your
content marketing strategy
Study 3
Targeted Advertising:
Increase click rates from 6.8% to
11.3% and follow rates from 4.7%
to 8.8%
Study 4
What sells and why?
Target users 40% more
likely to redeem coupons
Study 5
Brand Preference:
Predict preference towards
different brands with 65% accuracy

9. 3. Why Personality Insights?
#adtechLondon@javierburon

10. If only you knew, you could dramatically optimise the way you
communicate to win more hearts and minds,
right?
#adtechLondon@javierburon
4. How It Will Change Your Advertising
- What personality traits
do your most profitable
customers have?
- How do they differ from
your competitors’
audience?? ?

11. Increase data capture
Drive competition entries
#adtechLondon@javierburon
4. How It Will Change Your Advertising
Goals
192% lead rate
85% engagement rate
Outcomes

12. #adtechLondon@javierburon
4. How It Will Change Your Advertising
Old approach New approach
Personas
Expensive one-off focus groups driving implied
personality traits in personas
A living persona based on
psycholinguistics, not questionnaires
Market research
Expand to new markets with little
understanding of psychographic differences
Compare existing and new audiences’
personality traits
Product advertising
Promote all products to customers by
engagement, transaction and demographics
Promote products to customers by
engagement, transaction,
psychographics and demographics
Campaign optimisation
Target messages at the largest possible
audience
Target messages at customers most
likely to respond
Acquisition Acquire all your competitor’s followers Acquire the highest value followers
Audience expansion Expand audience by loosening criteria Expand audience by psychographics

13. 5. Challenges Faced By Cognitive Computing
Scalability
#adtechLondon@javierburon
Privacy issues

14. @JavierBuron
socialbro.com/adtech
Thanks for listening!
Any questions?
#adtechLondon