As we all know, big data is here to stay and every company is looking for better and better ways to translate "learnings" from the data into revenue. Targeted promotions and personalized customer service come from the analysis of big data. The use of predictive analytics is not new; however, IBM is taking it to a new level in its new technology that analyzes tweets and assigns core psychological traits to a consumer. Michelle Zhou, lead of the User Systems and Experience Research Group at
IBM’s Almaden Research Center where the software was created, explains “We want to use social media to
derive information about an individual—what is the overall affect of this
person? How resilient is this person emotionally? People with different
personalities want something different.”
IBM's software analyzes a user's most recent hundred-thousand tweets and builds a personality profile scored against the "big five" personality traits: extroversion, agreeableness, conscientiousness, neuroticism, and openness to experience. The software then builds tailored messaging based on the profile. Zhou expects that conversions will be higher with this software.
It is important to note that this is not all positive for marketers who may be interested in this software. There may be consumer backlash at being psychologically profiled based on their tweets.
Article:
http://www.brandchannel.com/home/post/2013/11/12/IBM-Consumer-Analytics-111213.aspx
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