Cambridge Analytica: Make America Number One

This case study describes how Cambridge Analytica, a UK-based data firm, affected Donald Trump's election chances against Hillary Clinton by identifying a group of previously democratic female voters who were persuaded with an ad spot about Trump's opponent, "Can't Run Her House".

Cambridge Analytica: Make America Number One

In a highly irregular election cycle, Cambridge Analytica faced the challenge of identifying persuadable voters, and targeting them with relevant marketing to oppose the Democratic nominee, Hillary Clinton. With just a small amount of undecided and persuadable voters available in the months leading up to Election Day, the firm built models of Trump and Clinton support in ten key swing states, which were then used to develop messaging deployed in each battleground state.

The results ultimately turned up an unexpected group of undecided Democratic women, who were then targeted with one of the most...

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