Targeting and Psychographics

Question 1

How has targeting shifted over time? Why?

Answer 1

Shift from very generalized advertising to more demographic-based (men over 50, single women, etc.) to more focused psychographic group based (personality) and now shifting even more to individual microtargeting with individual level data

Why? because of huge collections of big data

Question 2

How is location data used for advertising? What are some details on the companies?

Answer 2

Phone is tracking location (at least one app at all times), then this info sold to 3rd parties for advertising purposes.

Companies

• there are over 7000 now
• UNREGULATED bc private

Question 3

How does this data stay with you? What are some slightly annoying details with location data?

Answer 3

• attached to your mobile advertising ID which follows you across devices and sites
• cant be anonymized (home/work location is attached so easy to figure out who YOU are)
• data is instant (ad when you walk past car dealership)
• automatic consent bc agreed to terms and conditions even though they know you wont be reading them.

Question 4

What is geofencing? What is an example?

Answer 4

vrtual representation of a geographical area - can know when your device enters a certain area and send ads for businessses in that area

Example = rural north carolina used it to raise awareness about a dental clinic

Question 5

What is the relationship between location data and those bigger companies (Google, Meta)

Answer 5

They are less likely to be selling it because have reputation to uphold, but you use their services (free) and pay with giving your data

ex: anything you log into with google account they gonna have it (email, drive, pictures, youtube) and Meta has all the shit with messenger, facebook, instagram, whatsapp

Question 6

What is the difference between demographics and psychographics in the realm of marketing/consumption?

Answer 6

Demograhics show WHO consumes (age, gender, marital status, income, race, geography, etc.)

Psychographics tell us WHY they consume = personality, values, lifestyles

Question 7

What are Big 5 Personality traits, and whay mean?

Answer 7

OCEAN:

a) openness = curious vs cautious
b) conscientiousness = organized, diligent vs easygoing, spontaneous
c) extraversion = outgoing vs solitary
d) agreeableness = friendly, warm vs critical, argumentative
e) neuroticism = sensitive, anxious vs resilient, confident

Question 8

Difficulties with psychographics? How solve em?

Answer 8

• not directly observable really
• not always known to consumers themselves (can’t just ask em - may not know if more conscientious or not)

solution = machine learning AI to predict psychograpics using publicly available and observable behaviour

Question 9

What does your digital footprint contain?

Answer 9

EVERYTHING –> your publicly observable behaviour that can be analyzed by AI to get your personality

• location data
• browsing data
• facebook likes
• profile pictures
• text: anything written on FB, twitter, amazon, gmail, etc. can be analyzed with natural language processing

Question 10

How do basic psychographics studies/experiments work?

Answer 10

People fill out personality and demographic surveys
Access their social media/browsing data (with consent)
Use AI to find and learn patterns/correllations between actual personality from quiz and online behaviours
Use those patterns to predict other people without surveys

Question 11

What is an example of a facebook like to personality correlation? How accurate is this AI?

Answer 11

Example = Liked Nicki Minaj? Highly likely to be quite extraverted

Accruate AS FUCK - with 200 likes data, it is more accurate than anyone in your life except your spouse, and with more likes the AI knows you better than your spouse

Question 12

Example of natural language AI correlation to personality?

Answer 12

words like ‘night, party, love, tonight’ were great predictors of extraversion
‘don’t, internet, computer, of’ were predictors of low extraversion

Question 13

How can psychographics be used in future marketing campaigns?

Answer 13

Can create different ads targeted ad different personality traits / sides of the scale
ex: high extrovert makeup ad ‘dance like no one is watching’ vs low extravert ‘beauty doesn’t have to shout’

^ tested and was more effective if matched than if mismatched (give extraverted focused one to an introvert)

Question 14

What can AI do with face data?

Answer 14

It can also learn different correlations and predict things with great accuracy, purely based on a photo of someone’s face.

Examples: personality, brand preferences, sexual orientation, political ideology

Question 15

What makes up smartphone data? Can AI use it as well? Example?

Answer 15

= how you use your phone (screentime, how often you open apps, charge your phone, set reminders and alarms, open first, etc.)

Yes can be used to predicy personality!
ex: conscientiousness predicted from: how often use weather apps, how often set timers, how charged phone is when you unplug it)

Question 16

What potential problems are involved with facial recognition and AI using face data? What has news shown?

Answer 16

• people could be persecuted for their sexual orientation in countries where it’s illegal
• political opinion can be used to sway elections
• facial recognition in law enforcement could be used to target people unnecessarily (arrest peaceful protesters)

news = facebook shut down facila recognition system, amazon stop selling theirs to law enforcement

Question 17

What is the very quick summary of the cambridge analytica story?

Answer 17

• cambridge student created personality quiz and people filled it out through facebook (because fun!) then could tie traits to facebook data
• they made correlations between the psychometrics and facebook likes, then used those to predict others info with pretty dang good accuracy
• he had invented a ‘people search engine’ (could find people based on characteristics)
• asked to work for election influencing company, but declined, but they went anyway using his methodology even stealing his name a lil with the cambridge
• hired to help with Brexit, then hired by Trump for 2016 election - his campaign was based on psychometrics, while others all relied on demographics
• used different message tailored to each voter (175000 ad variations), and canvassers had an app where they could identify personality and political view of each house.

Question 18

What is chunking? How does the brain know to do this?

Answer 18

Brain converts sequence of actions into an automatic routine (ex: putting clothes on in the morning) –> autopilot for habitual stuff

KNows from getting reward at end, no matter hpw small, and brain is like hey this chunk of stuff is worth remembering

Question 19

What is the loop for habits/chunking? What happens to yout brain once you’ve developed the loop/habit?

Answer 19

Cue = tells brain to go into automatic mode and to use x habit
Routine = physical mental or emotional 
Reward = shows you this loop is worth remmebring

We are hardly ever aware of the cues and rewards, but brain notices them and does the loop
Brain stops fully participating in decision making - so habit will persist unless you deliberately fight the habit with new cues and rewards

Question 20

How can you use habit loops to get people interested in your product?

Answer 20

Not great to try to create an entirely new habit loop with the product, instead should try to piggyback it onto another habit loop

ex: Febreeze instead of trying to get people to start spraying it to solve smells in house (which they didnt do already), mix in with existing cleaning habit so spray febreeze at the end (routine) and the nice smell becomes part of the reward

Question 21

Is it hard to change consumer preferences and habits? When is it easiest? How can advertisers use this?

Answer 21

Yes very hard

easiest when going through big life change = move, new job, graduate, get married, and biggest one is having a baby!

Marketers need try to get in with them right before this big thing happens, so they are set up and ready to go to try something different (like sending coupons for somethign they’ll probably need, from a different store than they would normally go to for that)