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ApacheCon North America will be held at the Intercontinetal Miami in Miami, Florida. Register now for the event taking place May 16-18, 2017. 
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Tuesday, May 16 • 10:10am - 10:30am
Keynote: Digital Psychometrics and it's Future Effects on Technology - Sandra Matz, Computational Social Scientist

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The importance of digital psychometrics – that is the assessment of psychological characteristics via digital footprints – was highlighted recently in the context of Trump’s unexpected victory during the U.S. presidential election. According to international media reports, Trump’s campaign used detailed psychological profiles of 220 million US citizens to target them with more than 175,000 different versions of personalized ads that catered to their values and preferences. In line with the public debate around the effectiveness as well as broader implications of such predictive technologies, this talk focuses on the following three questions: (1) How does digital psychometrics work (2) What are the potential benefits and dangers of digital psychometrics? (3) And finally, what does the future of digital psychometrics hold and how will it affect technology?

avatar for Sandra Matz

Sandra Matz

Computational Social Scientist, University of Cambridge
Sandra Matz is currently enrolled as a PhD student at the Department of Psychology. After spending a year at the University of Cambridge in 2011/2012, she graduated from the University in Freiburg (Germany) with a 1st Class honours degree in Psychology (BSc) in 2013. Sandra is funded by the German National Academic Foundation which is Germany’s largest and most prestigious funding body.Combining a strong background in methods and statistics with an interest in real-life business needs, her research applies fundamental psychological theory to business contexts. Working with companies around the world, she currently investigates the potential of using predictions of individual differences (mainly personality) from digital footprints in digital marketing and recruitment.In June 2014 Sandra was awarded the... Read More →

Tuesday May 16, 2017 10:10am - 10:30am
Versailles Ballroom

Attendees (76)