cambridge personality research general presentation feb 2012

Ad Targeting using Personality DataEvidence and Theory2011-12stephen@mypersonality.org

Cambridge Personality Research Personality and behavioural data >6.5

mn individuals Model for predicting behaviours,

preferences and individual traits Online tool: www.preferencestool.com In use with global media agencies World leader in research

people and their actions are inter -connected in a Giant Global graph

People

Searches

Workplaces

Products / Services

Websites

Emails

Likes

to describe an individual’s location is to predict her traits and behaviour

tools we use for describing people

100 dimensions of mapped behaviour exclusively from Cambridge University Research models

personality mapping standard – the “big 5” trait dimensions

openness conscientiousness extroversion agreeableness neuroticism

social demographics

technique

Matrix of > 35 million connections between objects behaviours & people

Extract >100 best components of patterning

Any 25 of our components explain enough variance to make a reliable prediction

accuracy

We predict which of these two people is connected with BMW.

Our accuracy is 93%Accuracy for other variables between 67 and 93 %

relevancewe gather data across the websearches browsing logs tweets shopping records mobile sensors Facebook profile

model applicable in all situations

targeting by psycho-demographics personalise

search results add user descriptors demographic

and personality predictions user understanding

value in ad targeting Value proven in Facebook ad targeting

Best personality-based groups are stable and emerge early in campaigns

Method integrated to ad-serving platforms Personality-based target groups score CTR

up to 100% higher than Agency methods Conversions can rise by 45% CPA can be more than halved

example: CTR (food brand)

1

2

3

0.06%

0.10%

0.12%

0.12%

0.13%

0.19%

CTR: Preference vs Agency

Preference keywords: CTR

Agency's keywords CTR

CTR

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A leading Agency’s Facebook fanning campaign compared its in-house keyword generation system against personality-based keyword lists generated by Cambridge Personality Research Preference Tool in a trial of 3.5 mn impressions December 2011. Keyword lists were generated for 3 campaign themes 1. Family, 2. Cooking, 3. Online Shopping. Taking Click Through Rate CTR as the metric, Cambridge Personality keywords outperformed agency by between 30 and 100%. Enough to double the brand audience.

example: CPA (food brand)

A

B

C

1.92

1.08

0.89

0.80

0.82

0.51

Cost per Action: Preference vs Agency

preference agency

$ per Social Action

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A leading Agency’s Facebook campaign compared its in-house keyword generation system against personality-based keyword lists generated by Cambridge Personality Research Preference Tool across 3.5 mn impressions in December 2011. Keyword lists were generated for 3 campaign themes A. Family, B. Cooking, C. Online Shopping. Taking Costs per Social Action as the metric, Cambridge Personality keywords outperformed the Agency keywords by between 24 and 58%. Enough to double the campaign ROI

example: conversions (insurance brand)

1

2

3

0.19

0.18

0.18

0.35

0.33

0.32

Conversion rates: Agency vs Preference (3 top-performing segments)

PreferenceAgency

conversion rate: clicked, then entered competition

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A leading Agency’s Facebook competition-entry campaign compared its in-house keyword generation system against personality-based keyword lists generated by Cambridge Personality Research Preference Tool in a full campaign of 42 mn impressions in November 2011. The top three performing segments of each method are compared. Taking conversion as the metric, target groups defined by Personality using the Preference Tool outperformed target groups defined by the Agency by an average of 45%. Note that CPM was, however, 30 % higher on average for these top-performing groups.

current applications predict business-critical behaviour

likeliness to repay credit card debt quantify personality of brands, products,

competitors and audiences brand insight - positioning and media strategy

recommender engines and apps if you like this music, you’ll probably like this

[music, or other product eg car] ad targeting

preference tool - insights

preference tool - matches

preference tool – adjust profile

thankyouto find out more – info@mypersonality.com

www.preferencestool.comTake the free demo: U- demo P- demo

www.cambridgepersonality.com