Who needs to ask a question? - INSIGHT...
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Who needs to ask a question? Using Social Media To Predict Behaviour Vesselin Popov, Development Strategist IIEX North America 2015
Transcript of Who needs to ask a question? - INSIGHT...
Who needs to ask a question?
Using Social Media To Predict BehaviourVesselin Popov, Development Strategist
IIEX North America 2015
InsightsTargeting
Personalisation
TestsSocial Media
Digital footprints
Big Data Psychology> >
Insights
100 question IPIP version of NEO-PI-R Traits
Delay Discounting
336 question IPIP version of NEO-PI-R Facets
Body Consciousness
Satisfaction with life scale Moral Foundations
Rust’s vocational personality MUSIC Personality
Sensational interests questionnaire Empathy Quotient Scale
Self-Monitoring Barratt Impulsivity Scale
Pennebaker Inventory of Limbic Languidness (PILL)
Relationship Scales Questionnaire
Job Self-Efficacy Scale My memories of upbringing
Forms of self-criticizing/attacking and self-reassurance scale (FSCS)
Centre for Epidemiological Study Depression Scale
Schwartz's Values Survey Passion Towards Work Scale
Pregnancy Explorer Thing-Person Orientation
Volunteer Personality Scale IQ test on myIQ
40 journal articles since 2011
6mil individual psych & social profiles
Research data shared with 80 Universities
The myPersonality project began as a Facebook app in 2007
Honest feedback was the only incentive
All data collected through opt-in
25 Validated Psychometric Tests
“digital records of behavior can be used to automatically and accurately predict a range of highly sensitive personal attributes”
March 2013
Wu, Y., Kosinski, M. & S0llwell, D. (2015) Computer-‐based personality judgements are more accurate than those made by humans. Proceedings of the Na2onal Academy of Sciences (PNAS)
Political Views Religious Views Use of Language
Intelligence Life SatisfactionBIG5 Personality
Age
Gender
Ethnic Origin
Sexual orientation
Relationship status
Concentration/Major
Density of friend network
Parents’ relationship status
Use of addictive substances
Predicting traits from social media
Apply Magic Sauce API
Targeting
Psychologically Targeted Participant Recruitment
Conscien0ous
Openness
Conscientiousness
Extraversion Agreeableness
Neuroticism
Tom Cruise Frank Sinatra
Liberal & Artistic LikesOscar WildeCharles BukowskiSylvia PlathLeonardo Da VinciBauhausDmt The Spirit MoleculeAmerican GodsJohn WatersPlatoLeonard Cohen
Reach the Hard-to-Reach Groups
Conscien0ous
E.g. 40 to 50-year-old men of Hispanic origin, who live in the US, and who are interested in relationships with other men.
The Facebook ad platform currently reports 11,000 individuals matching this profile, who could be reached with a cost-per-click of between $0.40 and $0.80.
Benefits of aggregated targeting approach:- Preserves privacy- Avoids stigmatization- Natural environment- Cost-efficient
Personalisation
Personality, Gender, and Age in the Language of Social Media: The Open-Vocabulary Approach by Schwartz, H. A., Eichstaedt, J.C., Kern, M.L., Dziurzynski, L., Ramones, S.M., Agrawal, M. Shah, A., Kosinski, M., Stillwell, D.S., Seligman, M.E.P, Ungar, L.H. PLoS ONE, 2013.
<- Words used by introverts in Facebook status updates
Words used by Extraverts ->
• Extraverts preferred images with several people and intense colours (high saturation)• Introverts preferred images with one person and light colours (low saturation)
InsightsPredict psychology from digital footprints
TargetingReach the hard-to-reach without intrusion
PersonalisationTailor language, images, etc. to the individual
