The provocative title Decoding, Hacking, and Optimizing Societies: Exploring Potential Applications of Human Data Analytics in Sociological Engineering,both Internally and as Offensive Weapons caught a fair bit of attention.
Suffice to say, it's concerningly close to what generations of tinfoil hat-wearers have been warning us about.*
If you can't slog through the excitingly dense academic prose, then don't worry, as I came up with an analogy for my presentation that explains it all rather neatly (with pretty pictures!)
I'll post it at a later date, but here's a teaser: You are a billiard ball.
*Bonus tangential ramble: amusingly enough, conspiracy theorists would be just as effective tools for societal manipulations along these lines as anyone else, possibly more so in some circumstances such as spreading paranoia. (Just check out how RT/RussiaToday loves them!)