IBM Watson Personality Insights Functionality

IBM Watson Personality Insights

Xeerpa integrates Watson Personality Insights, providing the most complete analysis of not only the interests, hobbies, favourite products and brands or geo-locations of each user, but also this in-depth analysis of the personality and consumption preferences of each user. Based on the most advanced AI technology, with Personality Insights your marketing communications will now reach a higher ground in terms of personalization and effectiveness.

Personality Insights: Functionality

Personality Insights: Examples of use

HOW DOES IT WORK?

Xeerpa’s analysis of interests, likes, engagement and geolocations, combined with Watson Personality and Customer Behaviour Insights, provides a complete 360º individual customer profile. The main purpose is to help brands leverage first-party social media data and to enable them to create highly targeted segmentations with ease, in a matter of seconds.

Xeerpa Personality Insights analyses the comments, posts and tweets published by users in social media, interpreting the way they express themselves in writing. The analysis is based on the Big Five or Five Factor model (1). Also, it incorporates and studies a person’s Needs and Values. This knowledge empowers brands to create even deeper segmentations, better personalize product offers and even set the correct tone of their communications, thus improving their effectiveness and ROI.


Big Five traits (OCEAN, for short)

Openness
The higher the degree of openness, the more willing you are to engage in new and intense experiences and take risks.
Conscientiousness
The more conscientious you are, the less you’ll jump on a last minute plan and the more dutifully or reliably you’ll act.
Extraversion o Extroversión
How outgoing or reserved your users are.
Agreeableness o Amabilidad
How cooperative or antagonistic your users are.
Neuroticism o Alcance emocional
How much your users react emotionally to their environment.

Values

The reasons a user is guided by when making a decision, such as to buy or not to buy. It uses five values:
Open to change
Emphasizes independent action, thought, and feeling, and displays a readiness for new experiences.
Self-enhancement
Seeks personal success.
Self-transcendence
Shows concern for the welfare and interests of others.
Conservation
Emphasizes self-restriction, order, and resists change.
Hedonism
Seeks pleasure and gratification; taking pleasure in life.

Needs

There are twelve needs reflected into Xeerpa’s Dashboard:
Excitement, curiosity, harmony, ideal, closeness, self-expression, liberty, love, practicality, stability, challenge and structure.

It can be used to identify what parts of a certain product or service will be most relevant to each user.

SEE IT IN ACTION

Learn how leading companies base their decision-making on data analysis, using Social Media Profiling to know the lifestyle and interests of each of their current and potential clients, identifying which brands and communities they follow, what places they visit, what are their levels of influence and affinity, and what personality traits are related to their consumption patterns.

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