Cambridge Analytica used big data and psychographics to target voters in political campaigns. They collected over 5,000 data points on 230 million American voters to build custom audiences. They then used this data to engage, persuade and motivate voters through personalized political messaging. While big data provided powerful insights, there were also concerns about its potential use to manipulate voters through invisible means such as "fake news".

1. "I've always felt [data analytics] was overrated, Obama
got the votes much more so than his data processing
machine. And I think the same is true with me."
President trump, May 2016

2. The Power of Big Data and
Psychographics in the Electoral Process
Giorgi Tabidze
Tokah Tekturmanidze
The dangers of big data and invisible manipulators of your mind

3. "Pretty much every message that Trump
put out was data-driven"
Alexander Nix, CEO Cambridge Analytica

4. Data-driven campaigns
RESEARCH
DATA INTEGRATION
AUDIENCE SEGMENTATION
TARGETED ADVERTISING
EVALUATION
Data-driven services
“With up to 5,000 data points on over 230 million American voters, we
build your custom target audience, then use this crucial information to
engage, persuade, and motivate them to act”, Ca-political.com 2017

5. Profile individuals, and use these profiles to personalize political messaging
to engage, persuade, and motivate them to act.
Data-driven
behavior change
In other worlds

6. Behavioral
Science
Addressable
Ad Tech
Data Analytics
Tree core competencies/Methodology

7. Behavioral Communications
Behavioral Science

8. Behavioral Communications
(Informational communication, seeks to
inform attitudes)
(Behavioral communication, seeks to probe
and altogether deeper motivation)
Behavioral Science

9. Behavioral Research
“Demographics, geographics, media consumption, consumer and
lifestyle attributes will influence the way that someone sees the world
but personality or psychographics is key, because it informs us about
decision making and what drives it.”
- Alexander Nix, CEO Cambridge Analytica
Behavioral Science

10. The ocean five-factor personally model defines different traits in personality
OCEAN: Personality traits
Behavioral Science

11. Similar but different
People who may look similar on the surface often want and
respond to completely different things.
Male
40-35 Years Old
Married
Has Children
High Income,
USA Today readers
Male
40-35 Years Old
Married
Has Children
High Income,
USA Today readers
O C E A N O C E A N
Behavioral Science

12. • Highly conscientious people are rational
and detail oriented.
• Agreeable people tend to put community
and society needs ahead of their own
• An rational, fact-based argument
OCEAN Insight
• Highly extraverted people often seek to
engage with experiences and tend to
respond to excitement and attention
• An emotional, experimental argument
OCEAN Insight
Similar but different
People who may look similar on the surface often want and
respond to completely different things.
Behavioral Science

13. https://applymagicsauce.com/

14. Behavioral
Science
Addressable
Ad Tech
Data Analytics
Tree core competencies/Methodology

15. 1960’s: Creative-led Communication
Top down
2010's Audience-led communication
Bottom up
Communication changing
Data analytics

16. Demographics/Geographics
What is big data?
(Factual)
Psychographics
(Attitudinal)
Personality
(Behavioral)
Age
Gender
Ethnicity
Religion
Education
Solo-economic status
Geographic factors
Adv resonance
Automotive data
Consumer data
Lifestyle Data
Buying Styles/Patterns
Civic/Polit engagement
Psychology
* Openness
* Conscientiousness
* Extraversion
* Agreeableness
* Neuroticism
Persuasion
* Reciprocity
* Scarcity
* Authority
* Fear
* Social proof
Data analytics

17. The Power of Big Data
Data analytics

18. The Power of Big Data
Data analytics

19. The Power of Big Data
Data analytics

20. The Power of Big Data
Data analytics

21. The Power of Big Data
Data analytics

22. The Power of Big Data
Data analytics
Kosinski's Research
* Private traits and attributes are predictable from digital records of human behavior
* Computer-based personality judgments are more accurate than those made by humans
Method Effects and the need of Cognition Scale

23. The Power of Big Data
Data analytics

24. The Power of Big Data
Data analytics

25. Behavioral
Science
Addressable
Ad Tech
Data Analytics
Tree core competencies/Methodology

26. Addressable Ad Tech
Audience engagement is changing
Invisible Manipulators of Your Mind
Addressable
Advertising
Technology
Consumer &
Lifestyle Data
Client Data
Quantitative
(behavioral)
Research
Modeling Engine

27. “I thought once everybody could speak freely and
exchange information and ideas, the world is
automatically going to be a better place, I was
wrong about that.”
Ev Williams - Blogger, Medium, Twitter.

28. The power of Big Data is clear, but humans
are humans, what if it is used to manipulate
your mind? aka. through FAKE NEWS
Well, till now we are unprotected from invisible manipulators

29. The Power of Big Data and
Psychographics in the Electoral Process
Giorgi Tabidze
Tokah Tekturmanidze
The dangers of big data and invisible manipulators of your mind
QUESTIONS?