Big data behavioural science addressable social media adv

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

BIG DATA ANALYTICS

ADDRESSABLE SOCIAL MEDIA

ADV

BEHAVIOURAL SCIENCE

HOW IS IT POSSIBLE? Big Data , Behavioural Science, Addressable Social Media ADV

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

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

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