Our background in behavior change has helped us shape events on the global stage The work we did in the ANC to keep the eiection process free from violence and used cutting edge analytics to put Donald Trump in the White House 2:35 as}? . There are no longer any experts except Cambridge Analytica. They were Trump?s digital team who figured out how to win. Frank Luntz - renowned political consultant and pollster How does it work? 7.. r: .fln 0 Behavioral How does it work? 10100110101001 10101001 10101001 10101001 10101001 1010100110101001101010 Behavioral Big Data How does it work? 11010100110101001101010011010 Behavioral Big Data Targeted Engagement How does it work? 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(1992). Revised NEO Personality Inventory and NEO Five~Factor Inventory Assessment Resources Female 30 35 Years Old High income Macy's Shopper Has Children Married University Educated Similar Female 30 - 35 Years Old High income Macy?s Shopper Has Children Married University Educated Femaie 3O - 35 Years Old High income Macy?s Shopper Has Chiidren Married University Educated Extravert High in Openness Low in Agreeableness But Different 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 Extrovert: High Neuroticism: Low Neurotic: High Openness: Low powerful, By Design. A fundamental personality difference drives fundamentally different messaging and optics Agreeable: High Neuroticism: High Extraversion: High Openness: High We keep our promises ?Human? We are disrupting traditional attitudinal ?Hindu? 6min; mub?m utilizing behavioral communications to effect change happiness.) Traditional Advertising Openness: Low Conscientiousness: High Neuroticism: High Joe 0' Brien likes Coca-Cola Coca:Cola 9m; l- 5 ways we're heiping you enjoy less sugar We?re providing - . We?re using more portionslzes rang d'Efferent clearer labels than ever befove fyp?s of _swgefener on our packaging I I I . Your cholca Find the pie: lea: amount for you Stavla Keeping you Informed lhe natuml. zeromalone sweetener Clear labelling, may: of mind ?ag: 1:5 40 Conumms Shams: [k Like Comment 19' Share Behavioral Communications if Targeted Engagement Blanket advertising is being supplanted by Targeted Communication mm awn-a. mum On average, a 10% increase in purchase target density will generate 7% in incremental sales Biil Harvey, Erwin Ephron Demystification award winner (2014) Digital Targeting High Conscientiousness Nevrs Feed Suggaszred Dos: ,1 3 Coca?Cola fins-woven! - a We're using clearer labels on our packaging Characteristics Organised 1 A'trUistiC i ?aepfngiouinlormgd: Family orientated i $55: 939 25 Shams Messaging lg. El Commenl it Share Consistent . . Familiar Simple .31? 1; 24g? .1 a . :53 $23 ?34. :4