Most of the liabilities on suspect Cambridge Analytica states that the analytic company is responsible for using personal data from Facebook to run the political campaigns which were been received from their trusted research company GSR.
According to the Cambridge Analytica statement, the fact is completely false. The company did not receive any Facebook data from GSR to use them on the presidential election and only provided the campaign solutions that required for every election in the US such as polling, data analytics and digital marketing. They provided this facility under the collaborative effort of digital marketing director Brad Parscale along with RNC and other professional vendors.
The political campaign has hired the analytical company in June 2016. As far as data concern, Cambridge Analytica used its own commercial and political data certified from vendors like Infogroup, Bridgetree and L2. The data used by the data team of Cambridge Analytica contains polling, campaign, voting returns and commercial brokers. The RNC was used to file voters while polling data was taken on a large scale of research via face-to-face attend, phone calls and online. The data collected by campaigns itself involved store purchases, event participant and volunteers. Commercial brokers were participated in the campaigns to collect data from consumers available in the market. The company had collected these data only to sort out the adaptable voters in order to comprehend what are the issues voters think off during campaigns, how likely they were going to vote for the party and who are ones stand for donation.
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Another responsibility of the analytical company was to provide the dashboard for every campaign throughout the states and poll tracker to monitor the number of voters that likely to give a vote. Overall, it can be said that the company had used those data to narrow down the targeted advertising. Cambridge Analytica got a very less time to arrange all political campaigns with very lesser data. They had started 5 months before the election date which is not reliable enough to set campaign and commercial for different states across the country.
Within that time period, they are able to integrate data science, marketing strategies and polling and make in a single platform. The company proud of this and provided the credit to the efforts of analytical and marketing teams along with the vendor who worked effortlessly on different campaign functions. The company have a good control over the major populated areas where they effectively run their campaigns and brought positive results on a return. The political preference they used is not unusual or illegal so that could affect the voting system. They have used the same political predilection models which were used in Obama and Clinton’s Campaigns. Despite this, they did not receive an opportunity to utilize personality models. They developed a data program of the presidential election and run the campaigns all across the states. They majorly concentrated on the elemental things of the data science program that built for the political campaigns.
The company also put a huge effort into adjusting digital advertising budget even with the absence of Giles Parscale. In order to identify who are undecided voters, Cambridge Analytics had used all their suite models developed by the data science team. They had also used their suite models to collect cookies on social IDs and mobile devices to identify the targeted audiences in the campaigns. Moreover, they had utilized ad tech support to onboard data for political campaigning which they also a digital advertising practice. The dependency of the Cambridge Analytica also lies on the social media advertisement and therefore, they had used Facebook as the most suitable platform to sort out the targeted audience segment. CA go through the demographics and interest of people and accordingly prepare ads for encouraging voters to vote.
The digital marketing team of the CA had used “paid for by” program along with the campaign messages to boost out the candidate’s count and donations. There is no usage of bots took place in Cambridge Analytica operation as they had directly connected the Facebook and other social media directly with the presidential campaigns social media profiles.The political campaigns run by the company was quick to embrace three methodologies that propel them to success. The first of these is behavioural science which states that demographic, geographic and economic influence voter’s worldview but equally important a psychographic that is understanding of a personality. Cambridge has rolled out a long form quantitive instrument to prove the underline traits that inform personality. By having hundreds and hundreds of thousand Americans undertake the survey, CA had able to form a model to predict the personality of every single adult in United States America. So the question has arisen how did it impact marketing and communication in elections?
For a primary, the second amendment might be a popular issue among the electorate. CA resonates the messaging more effectively with the key audience group by comprehending the personality of the targeted audience. For highly neurotic and conscientious audience, CA deals with the messages which are the rational and fair base. For a close and agreeable audience, CA analyzes the values of people tradition to perform much more effective in communication people’s message.
The second methodology used by CA is data analytics where they use hundreds of thousands of individual data points on their targeted audiences to understand exactly which message will be going to appeal to which audiences way before the creative process start. The last method is Addressable Ad Technology. This is the ability to take all offline data and to match it at the drive communication.
CA uses blanket advertising, which refers to the idea where a hundred million people received the same piece of direct mail. CA matched offline data to cookies to drive digital advertising, social media banners and use these data to inform direct mail purchases. Moreover, the CA went through the advertisement from the different cable provider and picked up the one which having highest density among all so they could possibly reach their target audiences. This not only reduces the cost of the advertising but also return on investment.