Impact of Disinformation: Analyzing Ad Effectiveness With Dr. Amanda Welsh
5:30p.m. - 7:00p.m.Silicon Valley Capital Club: 50 W San Fernando St, San Jose, CA 95113
This is an engaging conversation where you look at fake information and quantify how bad we think it is by analyzing its impact.
Here’s an example: Suppose you see an ad encouraging you to breathe air. This ad is phenomenally effective! 100% of the people who see it breathe air! But it is eminently clear that the ad is actually quite useless. We were all going to breathe air anyway. Simply being exposed to information is not at all the same thing as believing and embracing the information much less taking action as a result.
This session will examine how the information spreads via articles and tweets, how to measure the impact through proxy measures like likes, retweets, Facebook posts and correlate all of this to, for example, a company’s stock price. Contrast exposure to impact. Dr. Welsh will also discuss how the impact can vary by person, including a new experimental analytics technique from a company that creates AI bots based on consumer personas to test variation in impact.
About the Speaker
Amanda Welsh is a professor of the practice in the Master of Professional Studies in Analytics program. In addition to teaching, she focuses on expanding Northeastern’s collaborations with industry partners in analytics and digital research and supports the innovation and growth of analytics programs at the university’s West Coast campuses.