Sandra Matz

Assistant Professor Of Management, Columbia Business School

Sandra Matz


Dr. Sandra Matz is an Assistant Professor at Columbia Business School. Her research combines Big Data analytics and psychological theory to digital marketing. Working with companies around the world, she investigates the potential of using personality predictions from digital footprints (e.g. Facebook Likes) in customer-centric marketing.

In 2014 Sandra was awarded the Data IQ New Talent Award for her research on psychological targeting, and in 2015 and 2016, she was named as one of the DataIQ 100 most influential people in data driven marketing. In 2016, Sandra was recognized as one of the 30 top thinkers under 30 by the Pacific Standard Magazine, an award that acknowledges the work of young men and women who are predicted to have a serious impact on the social, political, and economic issues.


Keynote: Vesselin Popov and Sandra Matz

Keynote Date & Time: May 3, 9:15am – 10:00am

Description: Psychometrics is the science of psychological and behavioral measurement, but what does it have to do with content marketing? Sandra Matz (Columbia University) and Vesselin Popov (University of Cambridge) are applying the latest academic research to online campaigns, and using Big Data and psychometrics to transform the creative process. Their work on predicting psychological traits from social media and optimizing messages to individuals has helped brands to significantly improve campaign performance and to build greater trust with their customers. These techniques have since been imitated by others, but with critical failings in the ethical aspects of implementation. Vess and Sandra will show you how to implement these technologies responsibly and blow traditional segmentation out of the water without creeping out your customers.