*** 2016 Cambridge Analytica Strategy - For RED TEAM
Cambridge Analytica CEO - Alexander Nix explaining how his company help Ted Cruz in the 2016 Republican Primary.
So how did they do it ?
Three pillars of Cruz campaign: behavior science, data analytics and geo-target ads tech.
Segmenting their audience by psychographic instead of demographic or geographic factors following the OCEAN model.
Anyone can just connect their Twitter account to https://applymagicsauce.com/ to receive their OCEAN personality analysis. Facebook is recently disabled from this website but was fully functional in 2016 and 2017.
By knowing the personality of the targeted audience, campaign manager or marketer can craft message that more persuasive for this targeted audience.
For example. In the 2nd Amendment argument, for a highly neuroticism person, we need to use a fact-based, logical message with data. For agreeable audience, we need to use a traditional value message instead.
Big Data allows the aggregation of all available data points of targeted audience. Cambridge Analytica has a 4000-5000 data points on every adult in US.
These data point give Cambridge Analytica a full picture of a person demographic, geographic and psychographic profile.
This is some sample code from an Cambridge Analytica intern to do sentiment analysis from twitter data.
Geo-target Ads Tech
Mass advertising or marketing is dead. Personalized persuasive message for each psychographic profile is the future.
Big data and geo-targeting results in extremely efficient and high ROI for outreach campaigns. Less money spent but swing more voters. Ted Cruz during the 2016 Republican primary climbing to the top 2 candidates with Cambridge Analytica. This is the MONEYBALL for voter outreach.
*** 2018 Cambridge Analytica Strategy - For BLUE TEAM
Let's assume Cambridge Analytica did not file for chapter 7 in US and was still operating. This 2018 election cycle, after raising a lot of money from major big techs as well as China, Democrat was able to be a higher bidder and end up hiring Cambridge Analytica to win back the House and Senate.
So how would the company formulate a strategy to win these election for Beto the Democratic Senator candidate in Texas.
Maybe these 7 steps strategy might be able to help Beto to close the gap and flip Texas blue ?
Identify vulnerable, swing GOP Districts in Texas using 2016 election data like this Dallas Baptist University area.
Collect politically active social media profile from Twitter and Instagram in the swing GOP district Zipcode.
In the Dallas Baptist Church example, we can just look at the university Twitter and Instagram profile and scraping profile of retweet and likes.
Analyse social media data from these vulnerable districts for important emotional trigger issues and keywords using sentiment analysis.
Craft persuasive message for for each psychographic profiles to flip the vulnerable districts.
Programmatically target this swing districts by Zip Code, Address and Psychographic profile with persuasive swing messages using hyper geo-targeting ads and social media bots
Measure performance via continuous sentiment analysis and adapt the messages to targeted segments.
After fine-tuning the program, we can deploy at scale on multiple cloud servers with rotating IP address or simply running from actual laptops with regular IP via botnets.
I will go over functional demo for each steps in upcoming articles.