This latter trend mainly serves large companies and is made clear in the book Marketing with strategic empathy (aff.) by Claire Brooks.
A major exponent of the first movement that relies on data from databases is Cambridge Analytica. The company is held responsible for the success of the 'out of nowhere' rise of the American presidential candidate Ted Cruz, for the success of the Brexit supporters and the success of Donald Trump. The company is certainly not politically neutral. It is linked to the American alt-right movement. The current most influential advisor to the American president Trump, Steve Bannon, was CTO of Cambridge Analytica.
Cambridge Analytica collects and uses as much data as possible from every American. This ranges from data on the purchasing behavior of individuals in stores to Facebook likes. Based on this data, a hosptial ceos mailing list personality model is created for each citizen, which consists of five aspects:
Openness : openness to experiences
Conscientiousness : carefulness
Extraversion : extraversion
Agreeableness : service orientation
Neuroticism : emotional instability
Or: OCEAN. These big five aspects of human personality indicate what kind of messages each individual is sensitive to. The founder of this model is the Pole Michal Kosinski , who by the way wants nothing to do with Cambridge Analytica.
Spy on yourself
To get an impression of your own OCEAN personality, you can of course do tests at research institutes. But you can also analyze your own Facebook behavior yourself using a Chrome plug-in: Data Selfie . The plug-in looks at your Facebook activities and compiles your OCEAN personality. This happens on your own hard drive.