Digital Traces of Users in Psychographic Portraits for Advertising Effectiveness Increase

Student: Sergeev Pavel

Supervisor: Natalia Kim

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Marketing (Master)

Final Grade: 10

Year of Graduation: 2019

Segmentation is one of the main marketing tools. The use of socio-demographic factors for a long time remained the only direction in which user segmentation was used. However, psychographic factors always remained the most effective. The problem of using psychographic portraits for user segmentation was the need for a very long procedure for collecting and analyzing data. With the advent of social networks, users daily leave their digital footprint, which can be used to create a psychographic model capable of assessing the portrait of each person based on his actions. This work aims to create a similar model for use in the social network VKontakte. Automation and real-time update should be the key advantages of the system over the classical method of obtaining psychographic data.

Full text (added May 23, 2019)

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