Semantic Analysis

RECOMMENDATIONS
Digital psychometrics
Objects and
Relations

Possession

Wishes

Should wish
Dr Michal
Kosinski • Predicting Personality from Digital
Footprints
• Mining Big Data to Link Facial
Features and Personality
• Big Data Assessment - Measuring
Psychological Traits Using Digital
Footprints
• Big Data in HR and career planning

PhD in Psychology from University of

• Job market in the Global Village
Cambridge
MPhil in Psychometrics
• Modern Methods for Evaluation and
MS in Social Psychology
Assessment
 Big Five Personality Traits

Digital psychological portrait

Openness to • General appreciation for art,
experience emotion, adventure, unusual
ideas, imagination, curiosity, and
variety of experience.
• Intellectually curious, open to
emotion, sensitive to beauty and
willing to try new things.
• Creative and more aware of their
feelings.
• Likely to hold unconventional
beliefs.
 • Self-discipline, act dutifully, and
Conscientiousness strive for achievement against
measures or outside expectations.
• Control, regulate, and direct their
impulses.
• High scores indicate a preference
for planned rather than
spontaneous behavior.
 • Extraverts
Extraversion • Breadth of activities (as opposed to depth)
• Emotional reactivity from external
activity/situations.
• engagement with the external world.
• Enjoy interacting with people.
• Perceived as full of energy.
• Enthusiastic, action-oriented.
• High group visibility, like to talk, and assert
themselves.
• Introverts
• Low social engagement and energy levels.
• Seem quiet, low-key, and less involved in the
social world.
• Need less stimulation.
 • Agreeable
Agreeableness • Reflects individual differences in general
concern for social harmony.
• Getting along with others.
• Considerate, kind, generous, trusting and
trustworthy, helpful, and willing to
compromise their interests with others.
• Optimistic view of human nature.
• Disagreeable
• Place self-interest above getting along
with others.
• Unconcerned with others' well-being.
• Less likely to extend themselves for other
people.
• Suspicious, unfriendly, and uncooperative.
 • Negative emotions, such as anger,
Neuroticism anxiety, or depression.
• Emotionally reactive and
vulnerable to stress.
• Interpret ordinary situations as
threatening, and minor frustrations
as hopelessly difficult.
• Negative emotional reactions tend
to persist for unusually long
periods of time.
• Often in a bad mood.
• Pessimistic approach toward work.
 Digitalize Psychological Portrait

Gerald Hannah

OC E AN OC E AN
Personalized Recommendations

OC E AN OC E AN
 Personalized Advertising

OC E AN • Protect yourself • Exciting O C E A N

weekend
Cambridge • Purchase personal data.
Analytica • Identify Target Group
• Find individual approach.
• Send personalized message

• Ted Cruz 5% -> 35%

• Donald Trump -> US President
• Nigel Farage -> Brexit
 • Collect Digital Footprints
Semantic
Platform • Digitalize eContent
• Digitalize Things
Digital Recommendations
• Offline Data Processing and
Analysis
• Evaluate real-time Situation
• Process Recommendations
• Instant Sales
 Hybrid Semantic Analysis

Combining is the Power

 • People
• Children
Social Graph
• Parents
• Teachers
• Attributes
• Name
• Age
• School/Company/Country
• Associations
• Explicit
• Implicit
• Combined
 • Interests Graph
Semantic Graphs of
big data • Consumption Graph
• Knowledge Graph
Toy • Intention Graph
• Mobile Graph

Child

Adult
 OCEAN+

Semantic Distribution Platform

OC E AN
Reinforce the • Social Relations
Ocean • Knowledge of the objects
Real-time data analysis • Location

OC E AN
Grab attention of a child

OC E AN OC E AN

ate
sm
s ad
C la
A s ahe
i
 Sell a new car

OC E AN OC E AN

• Your car is getting old • Your Friend is about to buy a new car!

• Visit service more often

 • Transfer Attributes from Rich
Machine
objects to New
Learning
• Describe Objects with digital
Improve Data day-by-day tags
• Adjust weights of Tags