Apple Magic Sauce
Guiding Question: What is more powerful information when targeting an audience with a persuasive message—an audience member’s skin color, age, and income (demographics) or their values, fears, and group affiliations (psychographics)?
Charts and Graphs
In this lesson, students will learn how to read charts and graphs, gaining the skills necessary to analyze and interpret visual data effectively. Additionally, the lesson emphasizes the importance of metacognition, teaching students how to reflect on their own thinking processes and use data to inform their decision-making.way you tell your story online can make all the difference. Click here to access the lesson.
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This is a placeholder for the live Quizizz activity that will be played in class. Here is the link to the activity. Click here for the activity.
The Assignment
Exploring Graphs and Charts on Online Company Analytics
Welcome, students! Today, we will dive into the fascinating world of online company analytics and how they utilize graphs and charts to target information to users like you.
In March of 2017, a company called Cambridge Analytica analyzed data to help political campaigns, claiming it could predict the personality and politics of every American adult simply by gathering information from their online behavior.
The University of Cambridge Psychometric Centre, a research group whose purpose is to help personalize people’s experience on the Internet, has also developed computer algorithms that use data collected online to make the same kind of “psychographic” profiles of individuals. In 2017, these were their research results: “Given enough data, the algorithm was better able to predict a person’s personality traits than any of the human participants. It needed access to just 10 likes to beat a work
colleague, 70 to beat a roommate, 150 to beat a parent or sibling, and 300 to beat a spouse.” *
Apply Magic Sauce is an interactive Web site posted by The Psychometric Centre (applymagicsauce.com). If you gave it access to your Twitter and Facebook accounts, it would develop several profiles of you, including personality profiles, based on things you have “liked” or online posts you have written. Below are screenshots of an Apply Magic Sauce profile for a real-life
adult. The demographic predictions (age and gender) are off, but the personality predictions are remarkably accurate.
*Quenqua, Douglas. “Facebook Knows You Better Than Anyone Else.” New York Times, 19 Jan. 2015, www.nytimes.com/2015/01/20/science/facebook-knows-you-better-than-anyone-else.html.
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This lesson is designed for students to learn more about how social media data is collected and used. If so, then you'll want to check out our latest activity! In this activity, you'll read through sample Magic Sauce results, respond to questions about social media data, and discuss your findings with your classmates. You'll also have the opportunity to explore the concept of "likes" as a social function and data collector. Click here for the activity.