smarter marketing using psychological information layer from personalityhq
DESCRIPTION
Slides presented at Social Media Week 2013 (September) by PersonalityHQ. We have data and tools for unobtrusively appending an information layer about personality to customer records, brands and audience tools.TRANSCRIPT
Psychology and social data
Stephen Haggard & David Stillwell24 September 2013, Social Media Week
We have published a unique and peer-reviewed method, based on large data samples and advanced statistical methods, for predicting personality attributes
“digital records of behavior can be used to automatically and accurately predict a range of highly sensitive personal attributes”
March 2013
Scientific approach to personality prediction
What can we predict?
Trait
IQ
High
The GodfatherMozartThunderstormsThe Colbert Report Morgan Freemans VoiceThe Daily ShowLord Of The RingsTo Kill A MockingbirdScience Curly Fries
Jason AldeanTyler PerrySephoraChiqBret MichaelsClark GriswoldBebeI Love Being A MomHarley DavidsonLady Antebellum
Low
Openness
Liberal
&
Artistic
Oscar WildeCharles BukowskiSylvia PlathLeonardo Da VinciBauhausDmt The Spirit MoleculeAmerican GodsJohn WatersPlatoLeonard Cohen
NASCARAustin CollieMonster-In-LawI don’t readJustin MooreESPN2FarmlandiaThe BachelorOklahoma State UniversityTeen Mom 2
Conservative
Extraversion
Outgoing &
Active
BeerpongMichael JordanDancingSocializingChris TuckerI Feel Better TanModelingCheerleadingTheatreFlip Cup
RPGsFanfiction.Net Programming AnimeManga Video GamesRole Playing Games Minecraft Voltaire Terry Pratchet
Shy
&
Reserved
Trait
Parents separated
at 21
Yes
When Ur Single, All U See Is Happy Couples N Wen Ur In A Relationship All U See Is Happy Singles
Never Apologize For What You Feel It’s Like Saying Sorry For Being Real
I’m The Type Of Girl Who Can Be So Hurt But Still Look At You & Smile The Type Of Girl Who Is Willing To Brighten Your Day Even If I Can’t Brighten My Own <3 <3
We Don’t Talk Anymore And You Know What The Saddest Part Is We Used To Talk Everyday
Come Here Nope [Grab Yu Closer] Gimme A Kiss Nope I’m Mad At Yu [Start Kissing]
Tell Her She’s Pretty Hold Her Hand Kiss Her When She’s Angry Play With Her Hair Let Her Fall Asleep In Your Arms Kiss Her In The Rain Tell Her You Love Her But Waitheres The Catchyou Actually Have To Mean It
You Need Anger Management Classes You Need Shut The Fukk Up Classes
If I’m With You Then I’m With You I Don’t Want Anybody Else
Bitch You Ain’t Pretty Your A Slut That’s Why All The Guys Talk To You
I’m Sorry I Love You
Apples To Apples The Helen Keller CardDeliberately Driving Slower When Being
TailgatedWatching Peoples Lives Fall Apart Via Status
Updates And News FeedsEvery Time I See You A Voice In My Head
Goes DooouuuuccccheeeMaking Dirty Innuendos Out Of Perfectly
Innocent ThingsGene WilderI Hate It When You’re With Mc Hammer And
He Doesn’t Let You Touch AnythingI Immediately Look In My Rear-view Mirror
When I Pass A CopThe Joy Of Painting With Bob Ross
No
Case Study: Integrations to 3rd party front ends using
Business Applications of
Psychological Data
CRMSSP platformsBrand Strategy
CRM ENHANCEMENTJUSTGIVING.COM
NAMEDATE OF PRESENTATION
New ways to understand CRM data
17 mn customer IDs with transaction history
Currently clustered in 13 sociio-demographic/ functional segments• Big gesture• Support my family• Cause-passionate• Etc• Mapped onto to transactional records: poor fit
50,000 and growing FB logins - Likes harvested
Possibility to append new information layer: personality
Outcomes
Overall personality skew of customers: competitive
Yield predictors – alternative algorithm and model
Category model of audience segments reassessed/revised
Cause allocator tool for promotions
Validation of SM as rich data source
Personality predictive values for non-FB IDs based on causes, giving behaviour.
Business Applications of
Psychological Data
CRMSSP platformsBrand Strategy
Relentless EnergyCampaign Strategy
Energy Drinkers’ FB LikesLower and Upper age quartiles
oceans thirteenflushed away chicken run
saving the world Prochoicemaking people smile
brown university playing the drums thai iced tea cameras
midnight cowboy time bandits
stop human trafficking tibetan freedom boycott yellowstone
Aspergers syndrome visit london aromatherapy bellydancing weird pictures
Working with 100 billion Likes
Music choice is a personality index
Find similar personalities
Music-Personality scaleDimension: agreeableness
Dimension: Agreeableness (%)Low High
BehemothDeicideDark FuneralGorgoroth
Phil Wickham Kari Jobe
Kim Walker Misty Edwards
18.8 47.1 56.8
Case Study: Jabra for Grey
POWERPOINT TEMPLATE TITLESUB HEADLINE IN HERE
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the problemknow the personality of these people
Target Jabra audience
…and use this to drive campaign insight, creative and media
When we don’t know…• Anything more than a hypothetical persona• How their personality maps to product choice and behaviour• How to achieve the desired positioning in the sector
using psychometrics • Data points for inner psychological landscapes• Exploit non-rational side of consumer
instinct emotion subconscious
beats by dr. dre Likers on FB are 72 % more laid back and relaxed than the rest of the population
myPersonality databasepsychological data for beats by dr. dre Likers
psychometric data for audio-tech sector
Distinctive sector patterns in dimensions of• Conscientiousness• Agreeableness• Stability
constructed psychometric for Jabrabased on sectoral distinctive psychometric features
adjust for client aspirations: counter-cultural, edge, authenticity, outsider
calibrate personalities: Jabra vs. beats by dr dre
conscientiousness
extraversion
openness
agreeableness
stability
Thank you
Stephen Haggard [email protected] Stillwell [email protected]