By analysing user behaviour and other soft biometric markers,
we can predict a customer's personality with near-pinpoint accuracy.

Challenge

Current marketing segmentation and online marketing tools are heavily reliant on third-party analytics, cookies, and tracking that provide statistical data related to customers. However, individual information—such as preferences, needs, and personality—is almost impossible to determine implicitly.

Solution

Our solution, along with the developed prediction algorithms, provides a way to segment traffic based on the OCEAN personality model. It also determines the dominant personality dimension (reflecting preferences, values, habits, persuasion style, and other aspects) of each individual customer without any invasive means.

Solution Overview

Gaining detailed information about a user of an e-commerce site is almost impossible unless the customer specifically provides that data (e.g., creating accounts, filling in questionnaires, or providing feedback). Indirectly, through the use of cookies or usage data stored for an associated account, there is little information that can be obtained about any particular customer.

Our solution is designed to fill this gap. Through the use of soft biometric data collection in a seamless and non-invasive manner, we can determine personality characteristics in real-time for any customer. By interpreting the behaviour exhibited by the customer while interacting with the e-commerce site, we can predict the customer’s personality profile with very high accuracy.

Adamant Links - How it works
The normal flow of the profiling algorithm

Profile data can be used for real-time decision in the website like adjusting recommendations, promotions, campaigns and how data is presented (volume, positioning, color, wording) to the customer. Once profiling is completed, customer profile can be stored in cookies or in a persisted medium (if customer is authenticated) and then used in any marketing or decision-making processes that make use of customer segmentation.

Personality Profile

The OCEAN/Big Five personality model is well known and thoroughly studied and there are many studies that link personality profile to marketing, customer segmentation, persuasion and preferences. While we cannot get into details about the actual implementation of the algorithms we can describe some of the concepts we based our predictions on:

Openness to experience

More likely to want to discover, explore, learn. They are willing to search, filter and go through many products.

Extroversion

More likely to be interested in brand names, image gallery or videos of the product.

Conscientious

More likely to be interested in descriptions, technical details, specifications, and product comparisons.

The OCEAN/Big Five personality model can provide powerful insights related to customer values, preferences, responses to persuasion techniques, decision-making, buyer behaviours, colour preferences, wording, image preferences, and other useful information. This enables companies to adjust website content, marketing campaigns, strategies, and messages effectively.

  • Open to experiences
  • Conscientiousness
  • Extroversion
  • Agreeableness
  • Neuroticism

Results

Soft biometric tracking

Non-invasive tracking of customer behaviour, preferences and tendencies without the use of personal data or establishing identity.

Lightweight implementation

Tracking script is small, compact and leads to almost no additional resource consumption, without influencing the customer experience.

OCEAN Model

We base our profiling on a mature, scientifically accepted and very well documented personality model (OCEAN/Big Five model).

High degree of accuracy

Within a relatively small timeframe (about 60 to 90 seconds) we are able to determine the dominant personality dimension.

Mobile and Desktop

The solution works for both desktop and mobile applications to cover all types of traffic.

Cloud Integrated

We use Cloud/AWS functionalities in order to store and manage profiles and billing information.

Let's build something amazing together!

Do you want to transform your business, but you are not sure where to start? Do you have an amazing idea you want brought to life? Do you want to enhance your control over internal processes, workflows, or data? Or maybe you just want to learn more about what we do?

Contact us!