Big Data, Psychografics and Social Media Advertising - Alessandro Sisti

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1 like•568 views

What if we could use big data analytics to investigate correlation between personality traits of consumers and their behavior on social network? Using such predictive models fostered by the use of Data Management Platform, innovative companies can deliver micro-targeted social media advertising. This speech analizes t the use of big data over the last us presidential campaign: president Trump won the battle against Clinton delivering more than 175.000 variants of targeted social media messages, using this innovative communication campaign on Facebook.

Data & Analytics

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

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

GRAZIE!
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
www.realtimebidding.it
GRAZIE!

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