Why Choose Personality Data over Demographic Data?

Customer Secrets

How would you like a 50% improvement in your advertising effectiveness? That 50% improvement was verified by researchers at Cambridge University and reported in the Nov 2017 issue of the Proceedings of the National Academy of Sciences. Does that sound exciting to you? Does to me. Do you remember the Cambridge Analytics controversy? That company that was in the news during and after the 2016 Presidential Elections. They were hired by the Trump campaign because they claimed they could micro persuade on a “mass level” through email messages and targeted internet ads. What is it about “personality” that they’d want a ‘personality data’ set over something else like “demographic” data? After all, demographic data is widely available and dirt cheap. The second question you might ask is why “Facebook data?” Why not Google AdWords? Why not from another source? And finally, the third question we'll discuss is “what did they do with that data once they have it?”