What exactly is … a digital twin?

A digital twin is defined as a person—or a group of people—who shares characteristics that are as identical as possible to those of a reference person or reference group. In online marketing, digital twins are used for segmentation.

Algorithms calculate an internet user’s personality based on their online consumption and browsing behavior—true to the motto: «Show me what you like, and I’ll tell you who you are.» This approach allows online advertisers to deliver personalized messages tailored to individual users. It is based on the following assumption: Since our actions are significantly influenced by our personality, they also become (more) predictable. This makes it possible to address future needs as they arise. In fact, messages tailored to individual personalities can achieve a higher conversion rate, as they are more effective at engaging the audience.

Working with digital twins therefore changes the creative process: the personality of the audience, rather than the insight, is what determines the imagery and text used in advertising materials. Unlike traditional psychographic targeting, working with digital twins allows for a more nuanced analysis of the target audience, extending all the way to atomized segmentation.

In this context, Facebook uses the term “Lookalike Audience.” Based on the behavior and interests of existing customers, the platform searches for people with similar characteristics—in other words, digital twins who are highly likely to be interested in the company or product.

Term explained by: Simon Muster, Head of Consulting and Partner at Maxomedia.