This project uses DSX, Apache Spark, the Twitter API and the Personality Insights Watson API to: 1- Understand the personality profile of the average twitter follower of an account 2- Segment those followers through kmeans clustering analysis into the most relevant segments based on the "Needs" features of the profile. This insight will be useful to marketing teams to optimize targeting and messaging to better meet those needs. Twitter Accounts Analyzed: @APACHESPARK Code: https://github.com/anamecheverri/WatsonAPIPersonalityInsights

1. © 2015 IBM Corporation1
ANALYZING THE PERSONALITY PROFILES OF
TWITTER FOLLOWERS
PYTHON, APACHE SPARK AND THE PERSONALITY INSIGHTS WATSON API
Ana Maria Echeverri
B.S. Computer Engineering @AnaMEcheverri
MBA
MS Analytics

2. © 2015 IBM Corporation2
The Holy Grail
Turning Data into Competitive Advantage

3. © 2015 IBM Corporation3
The Project
Gaining Insight into Twitter Audiences through Personality
Analysis
 This project uses DSX, Apache Spark, the Twitter API and the Personality Insights
Watson API to:
1- Understand the personality profile of the average twitter follower of an account
2- Segment those followers through kmeans clustering analysis into the most
relevant segments based on the "Needs" features of the profile. This insight will be
useful to marketing teams to optimize targeting and messaging to better meet
those needs.
Twitter Accounts Analyzed:
@APACHESPARK
Python Code: https://github.com/anamecheverri/WatsonAPIPersonalityInsights

4. © 2015 IBM Corporation4
Apache Spark + Watson Apis
Powerful Tools to Turn Data into Competitive Advantage

5. © 2015 IBM Corporation5
Apache Spark

6. © 2015 IBM Corporation6
What is IBM Watson?
2011
Industry
Solutions
Watson
Cognitive
APIs
2017

7. © 2015 IBM Corporation7
Expand into Cognitive Applications
1. CREATE A BLUEMIX ACCOUNT
2. SELECT WATSON API
3. GET SDK

8. © 2015 IBM Corporation8
What is Personality Insights?
 The Personality Insights service offers a set of core analytics for discovering actionable
insights about people and entities
 It is based on the psychology of language in combination with data analytics algorithms.
 It infers personality characteristics
 It provides additional metrics for Needs, Values and Consumption Preferences
Big 5 Needs Values Consumption

9. © 2015 IBM Corporation9
Personality Characteristics
Big 5
• Most widely used model for describing how a
person engages with the world
Needs
• Describe which aspects of a product will
resonate with a person
Values
• Describe motivating factors that influence a
person's decision making
Consumption
Preferences
• Likelihood to pursue different products, services
and activities

10. © 2015 IBM Corporation10
The Big 5
Agreeableness
• Tendency to be compassionate and cooperative toward others
Conscientiousness
• Tendency to act in an organized or thoughtful way
Extraversion
• Tendency to seek stimulation in the company of others
Emotional Range (Neuroticism)
• Extent to which a person's emotions are sensitive to the
environment
Openness
• Tendency to experience a variety of activities

11. © 2015 IBM Corporation11
Personality Facets – Big 5
Agreeableness
• Altruism
• Cooperation
• Modesty
• Morality/Sincerity
• Sympathy
• Trusting
Conscientiousness
•Achievement Driven
•Cautiousness
•Dutifulness
•Orderliness
•Self-Discipline
•Self-Assured
Extraversion
•Energetic
•Assertiveness
•Cheerfulness
•Excitement-seeking
•Friendliness
•Sociable
Emotional Range
(Neuroticism)
•Anger
•Anxiety
•Depression
•Self Indulgence
•Self Consciousness
•Vulnerability
Openness
•Adventurousness
•Artistic Interests
•Emotionality
•Imagination
•Intellect
•Liberalism
(Tolerance for
Diversity)

12. © 2015 IBM Corporation12
Needs and Values
Needs
•Excitement
•Harmony
•Curiosity
•Ideal
•Closeness
•Self-expression
•Liberty
•Love
•Practicality
•Stability
•Challenge
•Structure
Values
•Helping Others
•Conservation/Tradition
•Hedonism
Self Enhancement
Open to Change
Consumption
•Shopping
•Movies
•Reading and Learning
•Health and Activity
•Entrepreneurship
•Environmental Concern
•Volunteering