It’s hard to believe that by simply clicking a few likes, a platform can accurately predict much more about the consumers using it than they could imagine – but it’s true. This is the power of database marketing and may point to a fundamental flaw in many social media marketers’ logic. While we all wish to be treated as individuals, the data provides a much different picture. We are not very unique at all.
Research shows that intimate personal attributes can be predicted with high levels of accuracy from ‘traces’ left by seemingly innocuous digital behaviour, in this case Facebook Likes. The study raises important questions about personalised marketing and online privacy. Cambridge University
The folks at Wishpond have aggregated many of the findings in this fascinating infographic: