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Information Barriers Are Gone: 68 clicks
1
58,466 Users
Users'
Facebook Likes
User 1
User 2
User 3
User n
55,814 Likes
opentext™
art
1
0
1
…….
1
cnn.com
1
1
0
⠀ ⠀ (...)
O BMW
1
0
1 ... 0
User - Like Matrix
(10M User-Like Pairs)
2
58,466 Users
Singular Value
Decomposition
100 Components
Comp₁
Comp2
User 1
User 2
User 3
(...)
User n 1.2
1.5 .7
.3
-.4
-.6
.1
1
()⠀⠀⠀⠀
Comp 100
-.2
4.7
-.6
User - Components Matrix
Source: University of Cambridge
3
Prediction Model
Using Logistic or Linear Regression
(with 10-fold cross validation)
...
e.g. age=a + B₁C₁ + ·
+ BnC 100
Predicted variables
Facebook profile: age, gender,
political and religious views,
relationship status, proxy for
sexual orientation, social network
size and density
Profile picture: ethnicity
Survey / test results: BIG5
Personality, intelligence,
satisfaction with life, substances
use, parents together?
Age
Gender
Ethnicity
Religion
Political Views
Orientation
Addictions
Intelligence (IQ)
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