Any cool research papers on psychographic segmentation?
I'm curious to understand the ideas behind taking user data and targeting specific content. I have a background in Computer science & machine learning, but not behavioral psychology. I'm hooked to the idea after seeing cambridge analytica pull off the "Dark arts" of marketing to alter elections (I'm not that evil, just want to understand the concepts lol)
any cool research papers come to your mind? or links to studies that would help me wrap my head around the concept?