Part 1 explored how psycholinguistics, data analytics can now derive people’s traits from their ‘linguistic footprints’ – all based on just 200 of your tweets. Now I’ll look at the benefits of this analysis which I suspect, in years to come will be deemed an antiquated approach to marketing as analytics get more and more sophisticated and marketers scramble to maintain competitive advantage).
Based on psycholinguistics, data analytics can now derive people’s traits from their ‘linguistic footprints’ left from just 200 of your tweets. Part 1 explored how this worked. Part 2 now looks at what the possible benefits are to us marketers.
Save research dollars. Companies use this kind of research could save hundreds of millions of dollars. This analysis can also be used to evaluate the personality of a company representative in negotiations. Get deeper insights into groups, organisations and even whole cultures – “Now that we’ve hopefully covered (analysed) western culture (via tweets analysis), we need to move on to eastern culture as well. “That’s another adventure” says Michelle Zhou of IBM research. Improve relevance and targeting and stop wasteful irrelevant messages that create information fatigue syndrome – many people feel they are drowning in a sea of ‘content marketing’ see my facebook post.
Understand yourself better – these techniques might be able to help people understand the difference your ‘public self’ and your ‘private self’. By the way, the good news is that so far, IBM has gone through 500,000 different people and found that no two people are exactly alike.