Know Your Customer: Making Big Data, Psychology and Social Media Useful
Our online behaviour reveals a lot about our preferences and motivations. Clicks, posts, social media and other digitised interactions are a treasure trove of information for brands who would like to build more meaningful relationships with their consumers. But Big Data of this kind can often prove too difficult to work with in practice, sometimes creating additional distance between your message and your target audience, or impeding the creative process. Vess Popov from the University of Cambridge Psychometrics Centre will discuss how marketers can tackle thess challenge by sharing insights from the largest social science database in history, containing psychological data on over 6 million people. Predicting customer attributes from digital footprints and using psychometrics to target and tailor content to individuals, he will argue, is the destiny of every modern brand. He will present the results of applying these academic techniques to real marketing campaigns and inspire you to extract more value from Big Social Data.