Unruly Taps IBM Watson Personality Insights Service For Improving Online Marketing Campaigns
The power of IBM Watson has already been unleashed on the advertising industry with Equals 3’s “Lucy” media planning tool.
Now, British ad tech company Unruly is using IBM Watson to create a new cognitive powered psychographic targeting tool to increase the effectiveness of digital video ads.
Unruly DNA combines the company’s emotional intelligence tools with IBM Watson’s machine learning capabilities to help identify and engage the people most likely to increase a brand’s sales. The company is tapping Watson’s Personality Insights service to help advertisers to learn how and why people think, act, and feel a certain way.
The Unruly DNA tool analyzes social media and other digital data from consumers and learns personality traits such as empathy, trust, assertiveness, and imagination.
Unruly’s new audience targeting tool creates profiles of light buyers who, according to academic research, are more likely than heavy buyers to increase sales because they have a greater capacity to purchase more. Unruly DNA then generates a recommended list of third-party audience segments based on these characteristics, which can be used by advertisers to improve the efficiency of their targeting.
Scott Button, Unruly’s Chief Strategy Officer, said, “Cognitive technologies and Artificial intelligence (AI) have made massive strides in the last few years and are now at a point where they can recognize quite subjective and very human qualities, such as emotion and personality.”
“We’re really at the beginning of the journey when it comes to using cognitive technologies in advertising. Machines can be a powerful tool for marketers to recognize human desires and aspirations. We’re really excited to be at the forefront of this new world with integrating Watson capabilities into our Unruly DNA tool, helping brands increase penetration and sales by targeting their light buyers,” added Button.
Unruly’s new tool is built on large scale consumer panel studies with more than 10,000 respondents combined with insights from social media accounts of participating consumers. By tapping IBM Watson, Unruly DNA uses a mix of linguistic analysis and machine learning to determine the sociodemographic and psychological profile of each panelist, clustering and aggregating the profiles based on buying patterns and purchasing frequency.
All people participating in Unruly’s online consumer panel provided personal data with their express permission and consent. In Unruly’s internal and external reports and analysis, all personal data is anonymized and aggregated. When targeting adverts, Unruly uses anonymous third-party cookies which are not linked to any personally identifying information and enable users to opt out.
According to recent research by Weber Shandwick, in association with KRC Research, more than half of global CMOs expect artificial intelligence to have a greater impact in marketing and communications than social media ever had.
You can learn more about the IBM Watson Personality Insights service here.