Guess whoever this is
lord no it’s not a bad says
bonds as some have claimed but it is
alexander knicks is the ceo of cambridge
analytical cambridge analytics is one
company jumped to the honors of the
news you have heard about it
probably in the last few months because
he collaborated with donald trump
during the American election campaign
according to some it was even
the secret weapon the ace in the sleeve of
the donald to win if you want mine
personal opinion is absolutely
irrelevant that analytical cambridge is
the needle was the scale or not
what matters is to know that a company
so it exists and it is not the only one that exists
a lot of companies that work on
data to manipulate convince
persuade in good and bad in
politics and in the business dozens of
millions of billions of people
every day every day
in particular the ceo of cambridge
analytical did this presentation
a couple of months ago in an event of
insiders digital marketers who
the online marketing rock stars and gave
a series of interactions mo front
interesting very practical which is the
their methodology and how they work
let us first cry out these data
gentlemen did something like 1500
polls per week by state with a
total of 300 400 thousand surveys each month
you remember in Italy at the beginning when
Berlusconi went down in politics he did
the poll that seemed like a stuff
scientific sci-fi one
survey here 300 400 thousand polls al
month what they did online 4,000
advertising campaigns have collected
something like a billion 400 million
impression in four months 950 thousand
collections and 100 million spent in the countryside
digital more tens of millions spent in
television on targeted television
specifies that it could work more
for the candidate from all this
operation estimate to have increased the
so-called favor of trump
of the eleven percent that is how much trump
could like more and eight for
one hundred the intention to vote therefore have
effectively moved the outcome of the campaign
American if it were like that because
it’s an American campaign you win
often for very few votes
what is their first step methodology
that ‘s what’s called
behavioural science we make an example
that what knicks does in the
presentation if you have a beach
private and you have to put a sign you have
two possibilities or put a sign
informative private beach attention
or put a sign that leverage on the
people’s behavior
and then put a nice sign saying
be careful there is a school that will pope you
in essence which works the most
second you said
translated in a nutshell what does that mean
they no longer work on demographic data
they are not campaigning anymore, saying
we communicate men among the 25 white 35
that have a hicks income do not
of the campaigns with gusts that i
graphic psycho borders that go to see
of common traits regardless of
regardless of sex did and 6 white
6 black 6 yellow in particular have
developed this method they call
ocean five that has nothing to do
know the possible verse of the team
fusion five is a method to detect
a person’s personality has
collected tons of data or because i
data simply buy them from
data provider or why they have
developed app of questionnaires on
facebook when they say you want to take the test
of personality to the tests and the
personality and I collect the data is
this text or shell of pg a profile of
what the person according to various
practical example features you can
have two people in the same house
I live also both have 40 years all
and two males both more or less
same income has a character
totally different, maybe it’s more
rational rational and convince him
a discount to buy a car and
maybe another instead is much more
emotional and convince him with the strength of the
brand convince him with the fact that the
testimonial said that according to
piece of the methodology are i
so-called big data analysis analysis
analysis of all these data to create
the so-called predictive models
imagine a lot of data and from there
I took out a series of formulas of
adjust the models that help me
understand who he is
the potentially most likely voter
who is the one who could donate more
money where the most active voters are
what are the contents that will resonate
better with that type of audience
a series of forecasts is however have
made a huge difference
an example in wisconsin from this data
from this analysis they saw that it was there
a large percentage of undecided in
substance
because however wisconsin has always been
traditionally democratic
the clinton ignored him because he says
oh well we win the same as
imprisons the it that instead has pulled
out of the data that they made understand
that there was a lot of undecided and trump
he went there to campaign for
to bring home these data to these
predictive models have a thousand uses
in particular they also help you understand
where to spend the money on which types
of people in which states with whom
media the third piece of the
methodology and the so-called addressable
advertising where I go to campaign
all these predictive models you
they help to understand also on which channel
every person responds better if more
active on facebook arrives on facebook
you are more active with the flyer call
center for stalled makes you choose for three
on the street putting everything together
I know death life and my users’ miracles
and at that point I start to communicate
bombarding every day with the message
that works more for you in others
words is no longer a communication of
mass is a mass personalization
there is no longer a single message
many hundreds of millions of messages
individuals who change daily based
How do you react? I’ll give you the
advertising message and I follow you like
a meganoid until you buy mine
product or not many for me or later it is not
that it is mathematics is not that it is
certainty at that point to have the
result but your chance increases
it’s really important to know today how
does the world of persuasion
people still fermana cialdini no with
small techniques here and cialdini for
one hundred on a world scale in real time
with data technologies below that help
predicting a result is this
technology you can use it for good or for
bad but you can use to make a read
bloody dictator or you can use it
to convince people not to do
enlist online terrorists and be
manipulate
but this depends on us the world of gods
insiders jobs of those working in the techno
the digital these things know why
the real question of everyday clothes
to be done is how many citizens and
normal consumers are really a
knowledge of how it has changed
communication today and how much
convince us to change our mind, yes
It becomes much easier it is
that we imagine
lord no it’s not a bad says
bonds as some have claimed but it is
alexander knicks is the ceo of cambridge
analytical cambridge analytics is one
company jumped to the honors of the
news you have heard about it
probably in the last few months because
he collaborated with donald trump
during the American election campaign
according to some it was even
the secret weapon the ace in the sleeve of
the donald to win if you want mine
personal opinion is absolutely
irrelevant that analytical cambridge is
the needle was the scale or not
what matters is to know that a company
so it exists and it is not the only one that exists
a lot of companies that work on
data to manipulate convince
persuade in good and bad in
politics and in the business dozens of
millions of billions of people
every day every day
in particular the ceo of cambridge
analytical did this presentation
a couple of months ago in an event of
insiders digital marketers who
the online marketing rock stars and gave
a series of interactions mo front
interesting very practical which is the
their methodology and how they work
let us first cry out these data
gentlemen did something like 1500
polls per week by state with a
total of 300 400 thousand surveys each month
you remember in Italy at the beginning when
Berlusconi went down in politics he did
the poll that seemed like a stuff
scientific sci-fi one
survey here 300 400 thousand polls al
month what they did online 4,000
advertising campaigns have collected
something like a billion 400 million
impression in four months 950 thousand
collections and 100 million spent in the countryside
digital more tens of millions spent in
television on targeted television
specifies that it could work more
for the candidate from all this
operation estimate to have increased the
so-called favor of trump
of the eleven percent that is how much trump
could like more and eight for
one hundred the intention to vote therefore have
effectively moved the outcome of the campaign
American if it were like that because
it’s an American campaign you win
often for very few votes
what is their first step methodology
that ‘s what’s called
behavioural science we make an example
that what knicks does in the
presentation if you have a beach
private and you have to put a sign you have
two possibilities or put a sign
informative private beach attention
or put a sign that leverage on the
people’s behavior
and then put a nice sign saying
be careful there is a school that will pope you
in essence which works the most
second you said
translated in a nutshell what does that mean
they no longer work on demographic data
they are not campaigning anymore, saying
we communicate men among the 25 white 35
that have a hicks income do not
of the campaigns with gusts that i
graphic psycho borders that go to see
of common traits regardless of
regardless of sex did and 6 white
6 black 6 yellow in particular have
developed this method they call
ocean five that has nothing to do
know the possible verse of the team
fusion five is a method to detect
a person’s personality has
collected tons of data or because i
data simply buy them from
data provider or why they have
developed app of questionnaires on
facebook when they say you want to take the test
of personality to the tests and the
personality and I collect the data is
this text or shell of pg a profile of
what the person according to various
practical example features you can
have two people in the same house
I live also both have 40 years all
and two males both more or less
same income has a character
totally different, maybe it’s more
rational rational and convince him
a discount to buy a car and
maybe another instead is much more
emotional and convince him with the strength of the
brand convince him with the fact that the
testimonial said that according to
piece of the methodology are i
so-called big data analysis analysis
analysis of all these data to create
the so-called predictive models
imagine a lot of data and from there
I took out a series of formulas of
adjust the models that help me
understand who he is
the potentially most likely voter
who is the one who could donate more
money where the most active voters are
what are the contents that will resonate
better with that type of audience
a series of forecasts is however have
made a huge difference
an example in wisconsin from this data
from this analysis they saw that it was there
a large percentage of undecided in
substance
because however wisconsin has always been
traditionally democratic
the clinton ignored him because he says
oh well we win the same as
imprisons the it that instead has pulled
out of the data that they made understand
that there was a lot of undecided and trump
he went there to campaign for
to bring home these data to these
predictive models have a thousand uses
in particular they also help you understand
where to spend the money on which types
of people in which states with whom
media the third piece of the
methodology and the so-called addressable
advertising where I go to campaign
all these predictive models you
they help to understand also on which channel
every person responds better if more
active on facebook arrives on facebook
you are more active with the flyer call
center for stalled makes you choose for three
on the street putting everything together
I know death life and my users’ miracles
and at that point I start to communicate
bombarding every day with the message
that works more for you in others
words is no longer a communication of
mass is a mass personalization
there is no longer a single message
many hundreds of millions of messages
individuals who change daily based
How do you react? I’ll give you the
advertising message and I follow you like
a meganoid until you buy mine
product or not many for me or later it is not
that it is mathematics is not that it is
certainty at that point to have the
result but your chance increases
it’s really important to know today how
does the world of persuasion
people still fermana cialdini no with
small techniques here and cialdini for
one hundred on a world scale in real time
with data technologies below that help
predicting a result is this
technology you can use it for good or for
bad but you can use to make a read
bloody dictator or you can use it
to convince people not to do
enlist online terrorists and be
manipulate
but this depends on us the world of gods
insiders jobs of those working in the techno
the digital these things know why
the real question of everyday clothes
to be done is how many citizens and
normal consumers are really a
knowledge of how it has changed
communication today and how much
convince us to change our mind, yes
It becomes much easier it is
that we imagine
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