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Personalised Persuasion: Using preference-based predictions of personality for customised advertising on Facebook

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Offering easy access to large amounts of personal user information the Internet has become an increasingly powerful channel for customized advertising. While marketers in the past had to rely on simple user demographics, Big Data analytics make it possible to extract highly predictive consumer characteristics from digital records of behaviour. Although the positive effects of personality-customised advertising have been demonstrated in controlled laboratory settings, the questionnaire-based nature of personality assessment has largely prohibited the use of personality traits in real-life marketing contexts. Predicting personality from Facebook Likes, we show that the performance of Facebook advertising can be increased significantly by adapting advertisement content to consumer characteristics.

This talk is part of the Cambridge Psychometrics Centre Seminars series.

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