John Merakovsky
Mar 27, 2013

Prefer curly fries to Harleys? Facebook can tell advertisers just how smart you are

A scientific paper seems to confirm that a person's Facebook likes can be used to accurately predict demographic information and consumption behaviour, writes John Merakovsky, managing director for Experian Marketing Services in Asia-Pacific.



John Merakovsky

Any doubts about the value of the pile of data that Mark Zuckerberg sits on were dispelled for me last month with the publishing of a short research paper by Michal Kosinksi and colleagues from the Cambridge Psychometrics Centre in the Proceedings of the National Academy of Sciences.

The study took the likes’ of 58,000 American Facebook users and created statistical models against their volunteered demographic information and psychometric profiles, all with the users’ permission....

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Meetings in the face of adversity
Premium
15 hours ago

Meetings in the face of adversity

Aung Lin Htin, country director for Pacific World Myanmar, on positioning Myanmar as a meetings-friendly destination.

Premium
Engaging Gen Z through pop-up stores
Premium
16 hours ago

Engaging Gen Z through pop-up stores

Digital natives from the Gen Z generation are still inclined towards a physical retail experience, provided that it is delivered with a right mix of experiences.

Premium
PHD Singapore's former strategy director returns as MD
Premium
21 hours ago

PHD Singapore's former strategy director returns as MD

Priya Alexander was global strategy director at PHD for three years before leaving a year ago to join Mindshare.

Premium
DAN restructures regional media agencies, cuts jobs
Premium
21 hours ago

DAN restructures regional media agencies, cuts jobs

Dentsu Aegis Network media agencies will no longer have APAC CEOs, instead forming three holding company-level working groups.