“In the future, every decision that mankind makes is going to be informed by a cognitive system like Watson”
Ginni Rometty, Chairman & CEO, IBM
An increasing ability to predict human behaviour will be a growing expectation of digital marketers in the near future, as the possibilities for bridging the gap between digital touch points and the store become more commonplace. With an open network, Twitter is a perfect platform to utilise if you want to research and target your audience on a psychological level. To help digital professionals get a deeper understanding of how to implement the necessary cognitive computing technology into their strategies, Audiense were invited to talk at a Twitter event last week that looked at what Twitter data is telling marketers this holiday season. If you weren’t at the talk, or you want to refresh your memory, here are some of the key insights on how you can use Twitter for discovering personality insights.
Marketers who have a clear image of their audience will be in the best position to produce campaigns that connect with potential customers, and bring them through the door. In the past, the top digital marketing teams have been gathering these insights for audience research, list building, and actionable strategies:
To ensure your advertising spend is at its most efficient, you can aim your campaign at the Twitter users who are most likely to respond in a manner that aligns with your KPIs. For example, if you want to drive footfall to a store then you can target Twitter users who are more likely to redeem coupons. Perhaps you have a look book that you want to distribute to 10,000 influential profiles who Tweet about fashion, you can identify the ones who are twice as likely to click on it when it’s advertised to them.
The technology can be used to help segment campaigns into specific personas. This will allow you to customise specific Promoted Tweets which align with both the traits of their personality, and the actions they’re more likely to perform.
The data available can give clearer pictures on the audiences of key competitors, specific demographics, and people who interacted with your campaigns. These can be used as data points to assist with your campaign messages, how you structure your Twitter campaigns, and also to identify distinctive features that can assist in how you communicate with target personas.
In a series of tests where IBM Watson analysed Tweets and the actions of their users, several key observations about the activities of certain personality types were noted. Identifying these traits, or targeting by them, will give you guidance on how to extract the optimum results from your campaigns. Some of the results were:
The understanding and implementation of these techniques can be greatly improved by developing an understanding of The Big Five Personality Model, a psychological profiling system that IBM Watson uses. To learn why this technology is vital to marketers, check out Audiense’s webinar designed specifically for advertisers and learn key insights such as: