big data, psychografics and social media advertising - alessandro sisti
TRANSCRIPT
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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)
[email protected] www.realtimebidding.it
3351210083
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BIG DATA ANALYTICS
ADDRESSABLE SOCIAL MEDIA
ADV
BEHAVIOURAL SCIENCE
HOW IS IT POSSIBLE? Big Data , Behavioural Science, Addressable Social Media ADV
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THE MARKETER’S DREAM
FROM MASS COMMUNICATION Same message delivered to all target segments (Demographics)
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THE GOLD AGE OF ADVERTISING Reach and Frequency
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TO MICRO TARGETING Variants of Messages delivered to Thousands of Micro Segments
(Psycographics)
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MICRO TARGETING Adv targeted message (Psychographics)
NO ENTRY Private property
PUBLIC BEACH
ENDS HERE
CONSCIOUS AND RATIONAL
WARNING Sharks Sighted
NEUROTICS DISORGANIZED
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BEHAVIOURAL SCIENCE Analizing BIG FIVE Personality Traits (OCEAN MODEL
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BEHAVIOURAL SCIENCE Analizing BIG FIVE Personality Traits (OCEAN MODEL)
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BIG DATA ANALYTICS Demographics, Behavioural, Psycographics (Universal User Id)
DATA MANAGEMENT PLATFORM
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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
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PERSONALITY TRAITS AND SOCIAL MEDIA BEHAVIOUR
Likes and Activities on Facebook show your personality
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SOCIAL MEDIA ADDRESSABLE ADV Facebook Data Management Platform Connected to Facebook Advertising
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SOCIAL MEDIA ADDRESSABLE ADV Facebook Data Management Platform Connected to Facebook Advertising
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CAMBRIDGE ANALYTICA (UK) Personality Prediction Modelling
MORE THAN 175.000 VARIANTS OF MICROTARGETED MESSAGES
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GRAZIE!
Alessandro Sisti Digital Consultant (Founder and Partner)
Google Certified Professional Luiss Business School, Università Cattolica Milano, Sole24ore
(Contract Professor)
[email protected] www.realtimebidding.it
3351210083
www.realtimebidding.it GRAZIE!