contemporary challenges in customized communication dr. maurits kaptein [email protected]
TRANSCRIPT
![Page 2: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/2.jpg)
CustomizationPersonalization, Tailoring, …
![Page 3: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/3.jpg)
Sender ReceiverMessage
![Page 4: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/4.jpg)
Sender
ReceiverMessage
Receiver’Message’
![Page 5: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/5.jpg)
Sender
Receiver {Personality=Introvert}
Message{Authority=No}
Receiver’ {Personality=Extravert}Message’{Authority=Yes}
![Page 6: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/6.jpg)
Sender
Receiver {Personality=Introvert}
Message{Authority=No}
Receiver’ {Personality=Extravert}Message’{Authority=Yes}
1. Message Features 2. Receiver properties
![Page 7: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/7.jpg)
Introverts respond differently to authority arguments then extraverts….
![Page 8: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/8.jpg)
Introverts are more inclined to buy a book recommended by the New York Times then extraverts
![Page 9: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/9.jpg)
effe
ct
authority
Introverts
Extraverts
no yes
Introverts are more inclined to buy a book recommended by the New York Times then extraverts
![Page 10: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/10.jpg)
effe
ct
authority
Introverts
Extraverts
no yes
effe
ct
authority
Extraverts
no yes
Introverts
Introverts are more inclined to buy a book recommended by the New York Times then extraverts
![Page 11: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/11.jpg)
1. Properties of the person: Personality, preferences, behavior, etc.
2. Features of the message: Authority arguments, font-size, channel, etc.
3. A goal of the communication attempt: (e.g.,) Selling more books
4. Model of relations between features and properties: (e.g.,) Introverts more susceptible to authority arguments
5. Personalization mapping: (e.g.) Introverts => Authority, Extraverts => No authority
http://link.springer.com/chapter/10.1007%2F978-3-319-20306-5_3
![Page 12: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/12.jpg)
Challenge 1: Feature selectionHow do we find the features of the message and of the properties of the receiver that we should focus on?
![Page 13: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/13.jpg)
![Page 14: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/14.jpg)
![Page 15: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/15.jpg)
Opportunity: Peoples previous responses as properties.
![Page 16: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/16.jpg)
Repeated exposure to persuasive messages….
![Page 17: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/17.jpg)
Predicting the response to the next message: Previous response outperforms personality measures
![Page 18: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/18.jpg)
Challenge 2: Sequential decisionsWe can only learn the model gradually
![Page 19: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/19.jpg)
Sender ReceiverMessage A
Sender ReceiverMessage B
t=1
t=2
Sender ReceiverMessage B
t=3
0
1
0
t=4 ???
![Page 20: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/20.jpg)
Exploration vs. Exploitation:Learn new knowledge, or use what we know.
![Page 21: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/21.jpg)
![Page 22: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/22.jpg)
Challenge 3: Large-scale customizationHow do we customizes for millions of people at the same time?
![Page 23: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/23.jpg)
Interacting with millions of receivers….
![Page 24: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/24.jpg)
Possible solution: Streaming analysis
![Page 25: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/25.jpg)
![Page 26: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/26.jpg)
Challenge 4: Ethics & PrivacyHow much customization do we really want?
![Page 27: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/27.jpg)
![Page 28: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/28.jpg)
Possible solution: Privacy by design
![Page 29: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/29.jpg)
• Need for structure
• Challenge 1: Feature selection• Challenge 2: Sequential interaction• Challenge 3: (Extremely) large scale• Challenge 4: Ethics & Privacy
• Huge potential!
![Page 30: Contemporary Challenges in Customized Communication Dr. Maurits Kaptein m.kaptein@donders.ru.nl](https://reader036.vdocuments.us/reader036/viewer/2022062500/5697c0071a28abf838cc644c/html5/thumbnails/30.jpg)
Enjoy the afternoon!