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Enhanced Data Analytics using modified demographics data using psychometry and social media analytics.

IP.com Disclosure Number: IPCOM000220133D
Publication Date: 2012-Jul-24
Document File: 4 page(s) / 52K

Publishing Venue

The IP.com Prior Art Database

Abstract

Above and beyond just the OLAP and data mining integration, there is another dimension to data analysis. The core idea of the invention is to add a psychometric dimension to the demographic data, modify it with social networking analysis if available. For adding psychometric dimension, relevant questions are derived and answers sought. Thus, there are three novel elements in this disclosure: 1. adding an element of 'Psychometric Profile' to the OLAP dimension or Data Mining Element of Demographic data. 2. If for the particular entry of a customer, data from social networking sites is available, then analysis of that data, is used to curate the psychometric profile derived. 3. Depending on the target analysis (propensity to buy a product/ recruiting/ service), a set of psychometric questions are generated and those are intersperse these questions in the registration form/ feedback form, to derive the psychometric profile from the answers to those questions.

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Enhanced Data Analytics using modified demographics data using psychometry and social media analytics.

The three novel steps are described below: Novelty 1:

1. What we are proposing is adding an element of "Psychometric Profile" to the OLAP dimension or Data Mining Element of "Demographic" data.

Certain scientific studies indicate that there is correlation between topographic brain mapping data or EEG data and the psychometric profiles obtained from the psychometric instruments. As an illustration, attached figure shows consistent and significant differences between topographic brain mappings of two groups for the same auditory event related potential tone discrimination task, one group having clear preference for Extraversion and the other having clear preference for Introversion. Introversion and Extraversion are opposite preference set amongst four MBTI (Myers Briggs Typology Indicator ) instrument preference sets. Here MBTI is taken only as an example. Other research reports that blood flow shows higher activity in anterior temporal lobes for Introverts. Some other evidence is also available regarding physiological differences in Sensing and Intuition. (Sensing and Intuition are two other preferences in MBTI). Using EEG alpha symmetry ratios, it was reported that Intuitive types as a group showed greater levels of activity in the left hemisphere.

With the first novelty exercised, this is how an exemplary "Demographic Data" table in a database will look. Demographic Data Table:

Customer ID

Gend er

Novelty 2:

1. If for the particular entry of a customer, data from social networking sites is available, then analysis of that data, is used to "curate" the psychometric profile derived.

Social Networking Analysis (SNA)/ Sentiment Analysis (SA), is a very well studied subject. The basis of SNA/SA

1

Age Bracket

Zip

Salary

Bracket

Psychometric Profile



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could be Facebook, Yahoo Chats, SameTime Chats, Twitter, or others. Thought SNA / SA is a very well developed subject, its integration with psychometric profile is novel. The advantage of using social network analysis / sentiment analysis for "curating" psychometric profiling is the fact that while taking psychometric tests/ answering psychometric tests, a person is likely to be biased and may give compromised answers. However, SNA/SA is a continuous process and is done is rather "free" manner, increasing the likelihood of capturing the "most representative" psychometric profile in an unobtrusive and continuous fashion, rather than "imposing" and "discrete" psychometric tests. Based on Novelty 2, the modified or "curated" demographic Data Table will look as follows:

Custome r ID

Novelty 3:

1. Depending on the target a...