What if we could use big data analytics to investigate correlation between personality traits of consumers and their behavior on social network? Using such predictive models fostered by the use of Data Management Platform, innovative companies can deliver micro-targeted social media advertising. This speech analizes t the use of big data over the last us presidential campaign: president Trump won the battle against Clinton delivering more than 175.000 variants of targeted social media messages, using this innovative communication campaign on Facebook.

1. BIG DATA, BEHAVIOURAL
SCIENCE, ADDRESSABLE SOCIAL
MEDIA ADV
Alessandro Sisti
Digital Consultant (Founder and Partner)
Google Certified Professional
Luiss Business School, Università Cattolica Milano, Sole24ore
(Contract Professor)
sisti1972@gmail.com
www.realtimebidding.it
3351210083

2. BIG DATA
ANALYTICS
ADDRESSABLE
SOCIAL MEDIA
ADV
BEHAVIOURAL
SCIENCE
HOW IS IT POSSIBLE?
Big Data , Behavioural Science, Addressable Social Media ADV

3. THE MARKETER’S DREAM
FROM MASS COMMUNICATION
Same message delivered to all target segments (Demographics)

4. THE GOLD AGE OF ADVERTISING
Reach and Frequency

5. TO MICRO TARGETING
Variants of Messages delivered to Thousands of Micro Segments
(Psycographics)

6. MICRO TARGETING
Adv targeted message (Psychographics)
NO ENTRY
Private property
PUBLIC BEACH
ENDS HERE
CONSCIOUS AND RATIONAL
WARNING
Sharks Sighted
NEUROTICS DISORGANIZED

7. BEHAVIOURAL SCIENCE
Analizing BIG FIVE Personality Traits (OCEAN MODEL

8. BEHAVIOURAL SCIENCE
Analizing BIG FIVE Personality Traits (OCEAN MODEL)

9. BIG DATA ANALYTICS
Demographics, Behavioural, Psycographics (Universal User Id)
DATA MANAGEMENT PLATFORM

10. PERSONALITY TRAITS AND SOCIAL
MEDIA BEHAVIOUR
Michael Kosinsky Prediction Model
70 LIKES
(MODEL BEATS
YOUR FRiENDS)
300 LIKE
(MODEL BEATS
YOUR LOVER)
150 LIKE
(MODEL BEATS
YOUR PARENTS)
7.000.000 SURVEYS

11. PERSONALITY TRAITS AND SOCIAL
MEDIA BEHAVIOUR
Likes and Activities on Facebook show your personality

12. SOCIAL MEDIA ADDRESSABLE ADV
Facebook Data Management Platform Connected to Facebook Advertising

13. SOCIAL MEDIA ADDRESSABLE ADV
Facebook Data Management Platform Connected to Facebook Advertising

14. CAMBRIDGE ANALYTICA (UK)
Personality Prediction Modelling
MORE THAN 175.000 VARIANTS OF MICROTARGETED MESSAGES

15. GRAZIE!
Alessandro Sisti
Digital Consultant (Founder and Partner)
Google Certified Professional
Luiss Business School, Università Cattolica Milano, Sole24ore
(Contract Professor)
sisti1972@gmail.com
www.realtimebidding.it
3351210083
www.realtimebidding.it
GRAZIE!