Cambridge Analytica is the small data crunching firm that uses psychometric modelling to map behaviours and target messages. It has been heralded by many as the secret to President Trump’s successful campaign but it also works with brands and is eyeing an Australian office. AdNews spends five minutes with Matt Oczkowski – Trump’s data man to see how the machine can be applied to marketing.
Cambridge Analytica’s alleged impact on Donald Trump’s presidential campaign is a terrifying affirmation of the power data can have on results, and a fascinating case study. What the company achieved in five short months after being appointed by Trump to run messages targeted on Facebook and social is nothing short of astonishing. But the interesting thing for our world is what it could do for brands and marketers.
"Demographics aren’t the enemy but things like age and gender alone don’t tell the whole story about a person. We need to cluster people up in ways that get beyond demographics and bringing in more data points and understand people’s networks, communities, and how all that ties in," Oczkowski says.
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