Till Blesik, Matthias Murawski, Murat Vurucu, and Markus Bick
1Applying big data analytics to psychometric micro-targeting
Till Blesik, Matthias Murawski, Murat Vurucu, Markus Bick, ESCP Europe Business School, Heubnerweg 8–10, 14059 Berlin, Germany, e-mails: {tblesik, mmurawski, mbick}@escpeurope.eu, murat.vurucu@edu.escpeurope.eu
Abstract: In this chapter we link two recent phenomena. First, innovations in technology have lowered the cost of data storage and enabled scalable parallel computing. Connected with social media, the Internet of Things applications and other sources, large data sets can easily be collected. These data sets are the basis for greatly improving our understanding of individuals and group dynamics. Second, events such ...
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