Data-driven behavior change Our background in behavior change has helped us shape events on the global stage The work we did in the ANC to keep the election process free from violence and used cutting edge analytics to put Donald Trump in the White House There are no longer any experts except Cambridge Analytica. They were Trump’s digital team who figured out how to win. g Frank Luntz - renowned political consultant and pollster How does it work? Behavioral Psychology How does it work? T 01010011010100110101001101010011010100110101001101010011010100110101 00110101101001101010011010100110101001101010011010100110101001101010 01101010011010100110101001101010011010100110101001101010011010100110 10100110101001101010011010100110101001101010011010100110101001101010 01101011010100110101001101010011010100110101001101010011010100110101 00110101001101011010011010100110101001101010011010100110101001101010 01101010011010100110101001101010011010100110101001101010011010100110 10100110101001101010011010100110101001101010011010100110101001101010 01101010011010110101001101010011010100110101001101010011010100110101 00110101001101010011101001101010011010100110101001101010011010100110 10100110101001101010011010100110101001101010011010100110101001101010 01101010011010100110101001101010011010100110101001101010011010100110 10100110101001101011010100110101001101010011010100110101001101010011 01010011010100110101001101011010011010100110101001101010011010100110 10100110101001101010011010100110101001101010011010100110101001101010 01101010011010100110101001101010011010100110101001101010011010100110 10100110101001101010011010110101000110101001101010011010100110101101 01001101010011010100110101001101010011010100110101001101010011010100 11010110100110101001101010011010100110101001101010011010100110101001 10101001101010011010100110101001101010011010100110101001101010011010 10011010100110101001101010011010100110101001101010011010100110101001 10101101010001101010011010100110101001101011010100110101001101010011 01010011010100110101001101010011010100110101001101011010011010100110 10100110101001101010011010100110101001101010011010100110101001101010 01101010011010100110101001101010011010100110101001101010011010100110 10100110101001101010011010100110101001101010011010110101000110101001 10101001101010011010110101001101010011010100110101001101010011010100 Behavioral Psychology Big Data How does it work? 10101001101010011010100110101001101010011010100 11010100110101001101010011010100110101001101001 00110101001101010011010100110101001101010011010 11010011010100110101001101010011010100110101001 10101001101010011010100110101001101010011010100 11010100110101001101010011010100110101001101010 01101010011010100110101001101010011010100110101 00110101001101011010100110101001101010011010100 11010100110101001101010011010100110101001101011 01001101010011010100110101001101010011010100110 10100110101001101010011010100110101001101010011 01010011010100110101001101010011010100110101001 10101001101010011010100110101001101010011010100 11010100110101101010011010100110101001101010011 01010011010100110101001101010011010100111010011 01010011010100110101001101010011010100110101001 10101001101010011010100110101001101010011010100 11010100110101001101010011010 Behavioral Psychology Big Data Targeted Engagement How does it work? 0011010100110101001101010011010100110 1010011010100110100100110101001101010 0110101001101010011010100110101101001 1010100110101001101010011010100110101 0011010100110101001101010011010100110 1010011010100110101001101010011010100 1101010011010100110101001101010011010 1001101010011010100110101001101010011 1101010011010100110101001101010011010 1001101010011010100110101001101011010 100110101001 10101001 10101001101010011 0101001101010011010100110101001110100 1101010011010100110101001101010011010 1001101010011010100110101001101010011 Behavioral Psychology Big Data Targeted Engagement behavior change Big Data? 92 4 19991O33 283145BS04 77 32 16 5812 100 62 79 56566 72 994373 46 87 99 745802 6 43 2438 72 96 10 6529 21 67 45 7509043 70 136 54 66 361000 10 50 14 7397 70 80 42 9114 44 53 7 3555 4 41 44 00674915 51953162 5121972 4388 SI 545 3 72 39 7424 95 53 64 5952 S2 5 69 1153 165171 119968 85 80 29813684 689639 7047 94 3154 96 95 34 7397 1646 78 796 3048 97 2631 38 78 86 990106295 7536 86 19 3661 3567 270374 90 9364 2681 1315 38 7694 409644 6334 77 3367 5181 66 35 28 262 64 88 68 1197 1615 694663 1664 25 545260 3 21845 24 41 416321 12 31 04 SIR 98 85 31 5096 10 48 44 9833 22 74 81 869 90 91 69 3534 46 30 59 1224 S 87 27 8538 29 17 82 2165 S3 82 32 9020 97 94 5 43I0O 30 266 8688 36 96 79 1223 07 78 85 892 1 7 1 3 47 4772 5S 394 9722 22 44 60 5032 76 2 42 746 37 02 95 3754 49 75 68 782 900 42 2678 9 1 53 25 61 1 88 8 06 7291 90 98 22 9S87 60 29 19 2475 78 33 36 10096 70 88 42 1324 70 95 97 354 22 97 9 6275 6 81 231029 73 714 5491 95 63 148965 1 93 37 3833 04 17 56156O72 7J 100 506 24 1 1 1 4175 22 55 105029 95 10 57 7228 91 39 34 5059 100 5621 7495 8940 19467646 5 288551 94 1 64 902566 1842 676893 7 733307 4643 10 29799130 6 7660 35 4 3 964S 68 1 2 4 1 191 86 59 40 248 36 4294 6789 56 29 384810085 26 33 4043 99 4 1 1 >185 20 5 44 5195 3859 57 3717 06 52 1397 1287 326814 26 78 309356 2 91668672 12 39 209695 53 9287 7993 18 S3 12 116069 72 24 949198 65 72 267 8 5S 59 102864 45 134234 92 7667 4893 23 89 98 4644 67 68 S2 916 58 26 326190 53 7335 7027 3943 S7 4937 28 71 66 1372 69 63 70 1181 SI 24 86 S365 158283 7078 2691 60247672 92 6 1781 33 45 28 461 7 40 57 70 131S 5061 35 170 4626 1S621 743 71 887 71 68 80 S771 83 19 96603067 68 21 4910 12 54 14 5677 33 IS 22 1 13968 58 62 88)5 1004S 92 2967 64 38 74 4765 1071819154 82 85 1 7295 7482 93 389395 5 68 708849 3245 1883 2062 5512965 58 22 9249 19 25 9 334S 55 2 30 8768 91 92 59 5396 25 66 883102 87 97 2 1069 11 22 44 85 4 69 29 5252 35 50 8 4819 5681 61 6778 42 18 73 4617 6 67 8 4263 33 26 1 134 84 05 67 4689 219613 7062 5594 6 448600 278 9892 30 84 54 377083 99 40 8830 88 9075 1422 4192 4 1C69 89 10480272 6 5 3 149 98 3 55 4323 53 1211 5233 10 25 65 415063 23 37 782986 91 96 1 71 2 100 9S 16 9382 26 61 5 692 4 78 08 3525 25 66 14 5161 11 79 5 5960 70 IS 16 717 3014 586748 20 76 509454 7355 47 1067 7916 59219 1042 9 99686845 03 2017 15 74 18 50263367 23 3719 5 1667 t363 33 54 57 6952 98 34 98 SI 81 81 95 9566999147 3628 87 74 8182335691 13 7614 57 63 3727 2622 17 4241 520267 7089 36 27 114255*14 32 842 12 37 40 20766 45 60 1112 65 98 151897 75 6993 8077 60 30 77 329642 6668285 91 81 80 786 10 16 23 564664 8099477 60 4017 8564 31 3644 3896 8 3 79963693 5918 3996 34 94 04 3364 95 53 57 93 23 896097 2928 2 197999 74 4 9461 10054 4 371459 20 70100136742 46136941 99 44 31 10 89 91 701860 86 74 26897015 36 97 64660 6665 514 85 7747 5655 30 20 50 462934 53 54 464345 6144 7296 15 94 294157 23 70 45 387 23 05 19141 37 6994 7862 55 83 26359 3 6843 74184630 3 2139 70 63 80 1432 68 14 23 7372 50 5149 3012106440 7290 37 78 226144 72 2035 5235 75 3096 6674 25 20 34 859785 94 7 4050 10 100 6 3 JS4 13 51 30 4135 7438 25 8995 2 17402738 79 8003 483061 70 7 678044 1054 109926 2019 5051 53 01 201855 42 7 25 1079880935 655994 79 57 7324 38 25 434052 3 9 39282 99 50 83 191 5583 12 1B81 21 73 95 189 7 2865 81956663 183655 54 7 58 6358 3581 22 7022 4 35 71 2342 64 1 601187 21 39194252 52 27 37 1929 7 55 70 244 61 5893 2268 6 48 8 10083 67 6O29 7434 95 25 44 7697 8636 5O4277 15 33 39 142 06 3799 7263 87 7691 40119 « 4 6 7462 75 4 93 409 84 50 81 2310555637 5468 1 1 97 766829 7 1879 9134 21 5141 709043 9881 1O1767 89 906229 73J6 24 135460 3016 4562 60 57 7 164 30 06 43 9742 35 97 34 5700 9 90 3463404 12107354 3447 1 6658 29 6O9O355546 9O70 785 97 566OS354 42 14 71 4055 5613 73 2008 73 94 17 1976 23 5 60 339697 40 371282 749036 286695714 8142 61 7090 2374 42 39 157379 29980$ 8131 14 46 S3 7725 96 84 94 3366 73 17 78 2024 42 60 78 3330 5 56 S 2519 10 19 16 2354 75 1 1 76 650 22 82 17 4136 10 32 13 3SV9 79 98 25 2574 54 21 1 5 282 66 64 23 1 729 32 33 35 4633 94 60 22 970 86 33 79 4426 65 43 82 622 72 9 35 1 174 64 99 53 1732 47 19 2 4S7785 99 654969 100 75 31 7409 24 37 16 3504 2 51 96 2124 7 33 3 4552 9990 33 587 9205 26 5766 100 09 87 1727 27 22 5 426847 34 32 226 56 781O0 10047 0583 91 9595 9 85 4 961626 54 35 2246 61 01 9 1633 92 90 12 7316 94 99 83 161 76 14 79 545 1 1 29 49 9569 CO 64 93 518064 3 97 594842 1683 5666 84 63 26 3958 9927 869330 5990 78 5023 9993 33 429040 7 9 5253 2319371261861045 5013 63 912 0364 993440 9026 3983 1999674 8070 192 49 9 21 16697 25 8117 45 95 3 2 16361945 469076 28 42 54 069047 94 12 8697 67 86 23 388964 20859317 6975 83 5990 07 14 2817 6 8069 7061 50 2053 3078 36 36 77 5457 31 39 20 386*80 4 86 5897 57 VI 94 32.9643 19 86 25 11 2642 73 537 48 71 23 3259 516694 1876 7967 46 9845 42 67 654899693 765923 588662 9035 07 92 84 4857 89645 6075 31 IS 23 4S2 14 75 61 0017 53 6098 493 5094 4 4110 6 2592 8469466391 79317 32 60614585 35 16 437 66 71 36 703820 2 20 5159 45 65 70 367199 53149966646394395 73 65596399 7982877575 205568 359801 9544 476771 43 604768 3693 27 1314 71 84 70 6858 705t 10 1734 97 17 26463 tt 33 79648 189033 443 37 59 18 3569 58 59 65 1 565 8 44 93 1 265 18 100 88 4925 74 6 1 8 9379 42 48 9 9689 34 85 65 2944 89 55 59 9172 30 97 6 889 78 94 98 9046 43 80 1 1 8487 5 20 21 47 1 2 81 85 99 3062 94 84 58 446 30 39 9S 891 5 46 10 87 5367 97 88 100 4115 9 1 J 1 6S 6476 693925 5865 1382 57 4064 830 40 5520 33 4 58 715 39 00 39 503 40 1023 7771 3683 9933936869538876 761485363564 30 1297 75 7922 2167 01 64 9663267 52 761585 1591 7 1 1 1927 93 82 3097 40 81 01 5628 77 5 17 94999065 100 482 30100 24 857 24 7989 8135 75 4860 1240 SI 39 104995 11 97 52 19114962 S2 1564 81 38 57 3224 32 21 71 84 19 06 3 7/1921 12 13 1294 79 6 47 28260 88 70646960 74 10 2241 75 7947 3078 44 18 12 79402225 93 3943 96 19 16 4971 1 58 9S 4260 46 SO 92 4)279 11 47 578842 32 1 537260 27 294040 S3 2885 6511 2 9363 222 1141 70 3116 46 86 69 1141 169 54 49165930401489 25 41 54 149094 39 764929 2263 596641 32 /2 84 9775 13 7 53 101001249599362 3 26 70 9522 1291 539338 55 9 86 666864 75 193174 51 56 94 6030 42 2 91 9635356014 1021 53 5879 3190 9 31 24 225144 9865 74669462 14 4337 4247 03 7840 63 M 5711964228 10 947 56 59 17 9153 21 75 90S751 72498S7592 20 41 83 5777 OS 39 33 9324 36 11 47 <049 73 7 6 5142 21 6t 73 9255 2S S3 17 6756 55 26 18 3030 9569100 733518 1992 4219 21 17 70 7663 30 4 8 2512 37 44 S3 IMS 50 BO 68 767290 28 31 1518 51 33 24883455 64 52 366366 94 33 384 35 71 13 8884 16 29 33 7171 92 4 45 8050 96 SO 91 7730 /9 30 40 14/2 45 968 198S 41 13 33 67652 06 9J 8931 8 2 49 6837 34 77 57 1578 1 99 57 254 82 76 61 746 4981 94 1539 60 54 289814 70 50 3S 14/ 14 71 5 3398 22 66 98 8099 22 81 156071 24 15 77 3292 9 70 72 7164 48 1697 6819 5 71 14312 59 76 64 4464 95 93 3 7022 58 47 83 2678 76 43 61 2060 53 2584 8587 23 60 63 5554 I 69 32 2361 2941 37 36962O23 29 3233 49 1368823O9 0OB7 59745 3343S62262 2OS2 8781 3 3O41 5013 12 44 58476 77 3072654 5491 5565241557467177447279351 383251236 7635 41 775241 52939471 5666 938064 97 94 61 517342078165525 17674151 8898 1 1725 3 52 84 36654895 70 S5t3 4 52 234091 54 55 57 6359 13 29604056863082 35? 84 84 64 25761243 7 .378396 77 10 8730 1 80 358116 2 63 9848100 36 21 7t 9911 12 6994 7855 10 26 262352 60 C4 43 683889 48 77 9098 2 34 80 4340 C643 3 92446343 83 2789 1697 3 879541 69 594870 1464 21 5120 1 29 162775 1 95 20 7727 6394 24 9011 10 S0 19427600096 3727 4 18 706997 70 27 7 555 2 62 86 994744 73 04 7129 5J 29 22 667 65 47 3 956 1235 64 1379 30 12 704878 13 12 30 3032 29 3 43 19886967 14 6264 44 25 96159345 71 160766649 00114803 74 551362 9949 22 6538 49336094576945 M 2375 79 30 16 9795 55 5860 22S4 62 17 907982 8064 24 0945 6810 26 3359 4 3010481 3919 61 562 90 11 57244 1015 48 3281 13 15 3S3S1863 92 100 242? 17 95 8 21929969 96287 3966 19461 21 32 8S 9448 99 82 51 1982 S3 82 76 3022 6 32 82 4286 2060869023 63 6043 552 89 84 85 7582 98 62 8S 2753 81 23 62954 20 9899 714070 5992 S992 30 2 12 6491 92 90 9317641161 99981361 63 80 6054 55 43 588876 65 34 819192 87 48 94 8917 3587 77 7085 284061 8081 100 5165423502 44 771735 6 4640 5072 2961 13 745 21 76 IS 8293 5 45 21 16751225 886477 48 44 99 2195 6183 100466 5617 331281597 31 1714 1 31 914100859696 1253 4361 15 6234 7613 54 3680 43 34 9944 30791449986343 5074 27 70932674 3486 76361 83529376679394002721 71 84 952191 10488782736 6759 7895 766770 29100 4725 39 30684034 09175091 976624 4494 78995882 25 209847592 855813 675 13 /482 4186 36 904945 8 71 3326 399099912 89 20 66 5022 10 25 339497 87 80 4 5994 28100 06 42294568 68 954366 5 82 927323 7192 5627 264162985 388 37 159391 S3 56 1331 63 30 75 2066 59 31 13 4391 60 37 37 2708646 70 S11 2361 364632 756047 3344 17 5t 278996 32 568 7453 9964 56 10044 57 5082 7411 9968 20542 194626 76 3 2 122 7941 78961978536 8849191932476 76 50308010024581478869064721 25 98 S7 5 133 404949422 58863997 69 5762 15010 73 589249 1 26 8 7545 574 1 604744 39 98 5962 7475 94 6-112 29 98 90236 71 29 82 4315 30 85 18 1374 29 24988716 65 43 91 3384 97 3 32 6742 5620 80 7158 73 64 15 373664 32 55 3738 71 99 73 2473 62 95 96 4S5 176S09564 76 7 70 2836 69 50 19 1433 72 44 3S 28100 11 14 73 5681 17 63 58 248963 88 56766 B3 6 34 3018 14 95 27 4919 97 59 79446449 28 E9 2057 40 50 56 9525 13 11 2678974644 8 1318 8 58 28 43981 83 70 5815 1687 82 7025 73 2 95 76937 76 27 20485 27 100669867 5 39 5988689866287 4087 43 7618 78 5866207 34 63 2 1151 9212183753 7168 26 198 4 45 53 112903 84 2033624054 526932 3 SI 66651 1 60 26 71 60822044 70 3661 041 9S429 789952 2359133 754825 5955 27 7479 65 85 206268 17 48 71 4078 100 21 12 234 42 35 7 65SS 92 25 38 1731 97842 0243 49 00 27 1006 67 58 32 501 67 31 5 5730 36 78 94 4262 78 48 86 4561 66 76 41 4348 19 77 24 67 12 47 23 1623 67 73 9 8525 98 89 92 4653 St 93 902227 67 28 48 56S54J 38 33 7064 52 40 11 361044 85 5 79366793 77 4269 75 7467 471631024 1343 5 22 71 960 29 54 65 5910 26 35 100159634 7910950 42 9623405014 7965872 56 25591177 7244 94 5076 2643 IS 149743 9453 45981 17 34 4315 3S 1266 42698t 92 57 3444 9 57 84 171281 2 10 1940 2 3291 367 87 1918 4618 3543163471 5299 2 369623 37 58 2012 1988 56 9599 37 21 50 782 19 53 264457 6881 79999977 56 74 8187 3346 21 S862 42 20 32 34693837 5 6956 57 88 20601 4842 75 6323 7967 533170 1597 834734 97 5 83 1815409446 8471 24 39178193 1004362 7067 99*932 3090 13 77 20576788 394 5277 559075 847S 85 5352 431491 61 54 447 4440893756144178 13961065 37 7040 31 13 57 3S20 708092 9146 2823 22 2980 7847 18631 25 70 8361405 56 468542 96 79 48 6721 21 28 48 3362 18 58 36437 501845 5671 87 54 972187 61 42844714 34537704741 78242335 72 74 433914 96568366793996041 S4 8541 8660 85 63 7 9066 64 98 54 3191 67 74 72 711381 50 18 1S6039 2960 2471 394058 106 22 5 58 7376 39 17 169145 212 18551797 3360 7945 82 5991 9228 71 18 4 6152 303299 6626 6799262335 82 19 74 8250 79 25 54 7 M 73 4851 3795 1 64 5680 34 62 7 5834 80 10 98 2079 46 100 55 6775 1662 5 8468 3 73 1 48100 82 40 84 703 60 7 1 02 1 237 39 32 43 1 535 9 27 45 3968 69 74 33 226 14 4 2 14793 7 1 12 47 8926 34 63 73 2248 80 60 54 0634 65 1 1 71 5326 62 38 4 .523 82 3047 457 22 47 1223367413257242 20 20 1 783 5 39 30 1004S 0 35 10 7370 52 8297 381 64 35 934169 302369 7267 724524 173239965 1968 5091 69 7011 84 72 54 38744 54 9 6477 2 8950 1712 20 38 JQ 1069 7 97 6 589 25 1547 869? 37 8 3 74 3398 40 88 83 372 84 77 538278 8 9 19926 154887 85S84M3 3 9543 17 1489 1320 2S42 664063 27 2871 3153 3040 69 6899 54 I 31 6SS6 72 5040 8931 65075 445341 97384653 204966807 6 8625 523094 77 77 34191563 0009 6 60 7 5219 79 9 84 6715 3 86 23 5097 96 16 26 6327 72 8063 5627 3063 20 ! 764 99 100 49 2775 95 52 65 9869 94 75 63 4272 64 84 97 991 2 20 71 3 1 3636 4 19 79 2658 80 85 93 4965 68 28 2 32 1 79 84 9 8714 78 67 62 4420 28 1 93 2593 20 99 83 6798 SI 47 43 9545 61 1242 648 28 8 12 1025 2599 28 53245 3585 10016 73 2645602797 10085 8176368092 7998 75 188543 95 65 48 6685 5941 343464 70 298 7053 52 37 35 331884 804991572899 267455 2366652271 80B2 24 581 22 2967 3725 68 18 807371 85 42 58 8199 19 S9 22 2742 26 30 38 0698 43 851 1294 54 2 2056663140 969768 62 2 7999390277 84 4808605364 294780 9927 94281 7199601 50 I7929S61 24 100362617685297 S7Z7 99 78 63 873$ 24 60 59 7147 777742 6930 597122 78173 744862649763 72 278 72 2651617 1812 40 4462 21 1096843959 17 52635 89 S6 11 9012 21 08 52 1 760 89 97 78 3073 97 98 64 0020 48 1 1 12 7096 17 5685 18269741 83448 13 10 7 684092 37 5 8673 1885 903312 19 College Educated American Express Card Holder Member of Civic Association Certified Scuba Diver Subscribes to Vogue Attends fitness center n Believes in Small Government Enjoys Camping on Weekends Goes to Starbucks Every Mornin Drives an Audi Republican 3 Children Agreeableness Neuroticism Costa, P.T.Jt. 6. McCrae, R.R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FF1) manual, Odessa. Ft: Psychological Assessment Resources tSjIHH.' ^1 1 jBBBk * ppj itsjflp 1 1 93hi Sra it* FTiTr^W »Iil i IT^il »i 6 iW^I^m »j Rls M^tyjn ifSTi iT?|SJBB^^B)g^4^'‘ Hjgli SiE?s3lSlilS^^® ' -;^W|i-' . ; nff1! u>av?*TalKj ® l 1 Wm JSBiik ■! Similar Female 30 - 35 Years Old High Income Macy’s Shopper Has Children Married University Educated Female 30- 35 Years Old High Income Macy’s Shopper Has Children Married University Educated But Different Female 30 - 35 Years Old High Income Macy’s Shopper Has Children Married University Educated Extravert High in Openness Low in Agreeableness Female 30 - 35 Years Old High Income Macy’s Shopper Has Children Married University Educated Neurotic Low in Extraversion High in Conscientiousness A fundamental personality difference drives fundamentally different messaging and optics We keep our promises fundame idamenta ves tics We are disrupting traditional attitudinal advertising... The boginning ...by utilizing behavioral communications to effect change Traditional Advertising Openness: Low Conscientiousness: High Neuroticism: High Joe O' Brien likes Coca-Cola 5 ways we're helping you enjoy less sugar We're providing more portion sizes than ever before ill i've been ing different types of sweetener RS^evto plant extract is the Iciest ; zenxolorie wntcm were u'^ng ; to reduce or replace the sugar in some of our drinte ; We're using clearer labels on our packaging 1 Comment Share Behavioral Communications Blanket advertising is being supplanted by Targeted Communication EE3 r—i Cable TV LJ ■HP S™(j3 On average, a 10% increase in purchase target density will generate 7% in incremental sales itttlSs Bill Harvey, Erwin Ephron Demystification award winner (2014) Digital Targeting High Conscientiousness Characteristics Organised Altruistic Family orientated Messaging Consistent Familiar Simple