It has become a truism that big data has no value without insights, so what can big data tell us about the most intimate insight there is: our psychology? David Stillwell, Lecturer in Big Data Analytics and Quantative Social Science at Cambridge Judge Business School, will present his research showing how personality can be predicted from innocuous but pervasive data: Facebook “likes”. In fact, the machine can predict your personality as well as your spouse. David will showcase real-world personalised marketing studies, and show that personality targeted and tailored communication increases key metrics such as clicks and purchases, leading to more advertising return on investment.
