#personalityinsights: how cognitive computing will change advertising

Javier BurónCEO & Cofounder of SocialBro

@JavierBuron

How Cognitive Computing Will Change Advertising

1. What Is Cognitive Computing?

2. What Is Personality Insights?

3. Why Personality Insights?

4. How It Will Change Your Advertising

5. Challenges Faced By Cognitive Computing Technology...

#adtechLondon@javierburon

Today...

SOCIALBRO The leading Twitter marketing platform

10,000 customers who trust our services

Used by brands and agencies around the world including

VISA, Telefónica and DigitasLBI…


1. What Is Cognitive Computing?

A new partnership between people and computers.

Transforming the way we understand human behaviour

Cognitive computing systems learn and interact naturally with people


2. What Is Personality Insight


PERSONALITY INSIGHTS MODEL

2. What Is Personality Insight

Anna might prefer

Car PreferencesReliable, safe, moderately priced car with low emissions

Clothing PreferencesComfortable, business casual and outdoor travel clothing

Food PreferencesOrganic dairy and produce, boxed cereals

CouponsModerate on coupon redemption

InvestmentsModerately risky investments

Health Care PreferencesYoga

Demographics34 yr old, college educated, busy,

working professional

Personality TraitsAgreeable, achievement striving,

open to experiences, conscientious

Inherent Valuesself-enhancement

Inherent Needspracticality, structure

EmotionsMostly cheerful, satisfied

Expressed Needswants to buy a car

ContextEconomically stable, candidate for

home, financial services


500 million Tweets sent every daymillion conversations

segmentation

I want to visualise this: Understanding and actively applying segmentation will deliver unique audiences, giving you the competitive edge, and cut right through that noise.


500 Million Conversations, Twitter Users = Global audience


500 Million Twitter Conversations

SEGMENTATION

Understanding and actively applying segmentation will deliver unique audiences, giving you the competitive edge to cut right through the noise and reach your target audience.

Global Audience



Identifying Certain Personality Traits Can Lead To....

Study 1 Responding To Tweets:

Target users who are more likely to respond to your campaign.

Study 2 Reading Preferences:

Feed this insight into your content marketing strategy

Study 3 Targeted Advertising:

Increase click rates from 6.8% to 11.3% and follow rates from 4.7%

to 8.8%

Study 4What sells and why?

Target users 40% more likely to redeem coupons

Study 5 Brand Preference:

Predict preference towards different brands with 65% accuracy

If only you knew, you could dramatically optimise the way you communicate to win more hearts and minds,

right?



- What personality traits do your most profitable customers have?

- How do they differ from your competitors’ audience? ? ?

Increase data captureDrive competition entries



Goals 192% lead rate

85% engagement rate

Outcomes



Old approach New approach

PersonasExpensive one-off focus groups driving implied personality traits in personas

A living persona based on psycholinguistics, not questionnaires

Market researchExpand to new markets with little understanding of psychographic differences

Compare existing and new audiences’ personality traits

Product advertisingPromote all products to customers by engagement, transaction and demographics

Promote products to customers by engagement, transaction, psychographics and demographics

Campaign optimisationTarget messages at the largest possible audience

Target messages at customers most likely to respond

Acquisition Acquire all your competitor’s followers Acquire the highest value followers

Audience expansion Expand audience by loosening criteria Expand audience by psychographics

5. Challenges Faced By Cognitive Computing

Scalability


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@JavierBuronsocialbro.com/adtech

Thanks for listening!Any questions?

#adtechLondon

#personalityinsights: how cognitive computing will change advertising

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