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SUMMARY: Personalised Persuasion: Using preference-based predictions of pe
 rsonality for customised advertising on Facebook - Sandra Matz
DTSTART:20150519T150000Z
DTEND:20150519T160000Z
UID:TALK59499@talks.cam.ac.uk
CONTACT:Chan Yin Wah Fiona
DESCRIPTION:Offering easy access to large amounts of personal user informa
 tion the Internet has become an increasingly powerful channel for customiz
 ed advertising. While marketers in the past had to rely on simple user dem
 ographics\, Big Data analytics make it possible to extract highly predicti
 ve consumer characteristics from digital records of behaviour. Although th
 e positive effects of personality-customised advertising have been demonst
 rated in controlled laboratory settings\, the questionnaire-based nature o
 f personality assessment has largely prohibited the use of personality tra
 its in real-life marketing contexts. Predicting personality from Facebook 
 Likes\, we show that the performance of Facebook advertising can be increa
 sed significantly by adapting advertisement content to consumer characteri
 stics.
LOCATION:2nd Floor Seminar Room\, Department of Psychology\, Downing Site\
 , Cambridge
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