Beyond Cambridge Analytica: Microtargeting and Online Campaigns in 2020 September 2, 2020 7:00 - 8:00 a.m. PST. Cambridge Analytica (CA) is a UK data-mining company that attempts to use "psychographics" to sway voters based on analysis of big data, social media, and pushing propaganda back at the potential voters via "microtargeting". Cambridge Analyticaâs technology attempts to define a voterâs predominant personality typeâadding this to the list of things campaigns know about you. Cambridge Analytica claims to have then used this data to create profiles with hundreds of thousands of dimensions on every person in the US. Psychographic profiling and behavioral microtargeting were the precise techniques used by Cambridge Analytica in the Trump campaign, and â¦ Simon is broadly skeptical of the so-called "psychographic" microtargeting employed by Cambridge Analytica â i.e. Reservations are required and can be reserved for free online, https://cambridge-analytica.eventbrite.com The media, however, fueled by Christopher Wylie, have claimed that Cambridge Analyticaâs microtargeting was hugely influential in helping Trump get elected. Microtargeting is not only used in the political arena but of course also in Marketing and Customer Relationship Management (CRM). Cambridge Analytica is a shady company owned by the British firm SCL Groupâand, reportedly, in part by the right-wing-funding Mercer familyâwhich claimed it â¦ In evidence sessions last year, during the DCMS committeeâs enquiry into online disinformation, it was told by both the former CEO of Cambridge Analytica, and â¦ Basically, CA evolved to convince people to vote against their own self-interest in support of ultra- conservative causes. By Tim Mak â¢ Mar 22, 2018 . Revelations about how Cambridge Analytica accessed voter data have brought new scrutiny to how campaigns target individuals. More chillingly, Cambridge Analytica made a pitch in 2014 to a Russian oil firm called Lukoil about the application of psychometric data to microtargeting in elections (Cadwalladr, 2018). Campaign professionals defend the practices that revolutionized how elections are fought and won in the past decade. The data from people's digital footprints is analysed to create and convey messages that reflect an individual's preferences and personality. This practice of microtargeting is part of the larger Cambridge Analytica scandal. Microtargeting involves the use of a large pool of data that tracks potentially thousands of variables about a person in order to determine the political messaging that you will best respond to. Itâs targeting people â¦ Through mutual contacts, representatives of SCL Elections (who had dual roles at Cambridge Analytica) reached out Here again, Cambridge Analytica may well have used their own private data stash to figure out ways to target specific voters with specific messages by studying their past behavior on â¦ Microtargeting is a form of targeting that uses recent technological developments to gather large amounts of online data. Cambridge Analytica Scandal Raises New Ethical Questions About Microtargeting . This claim was made by CEO Alexander Nix at the Concordia Conference in 2016. trying to use people's data to make conclusions about their â¦ Cambridge Analytica, ... Carroll about similar efforts on the Democratic side, such as the Obama campaignâs groundbreaking 2008 work with the microtargeting firm Catalist. Cambridge Analytica is the data mining firm hired by the Trump campaign to help it collect and use social media information to identify and persuade voters to vote (or not vote), through an activity known as political microtargeting. Use of data and microtargeting in political advertising were famously critiqued after in the 2016 US elections, and in relation to other recent influence campaigns around the world. The firm then leveraged the data to generate microtargeted political ad campaigns, according to former Cambridge Analytica staffer and whistleblower Christopher Wylie. Political scientists have expressed strong skepticism of the claims made by Cambridge Analytica about the effectiveness of its microtargeting of voters (microtargeting refers to the process of âanalyzing data to predict the behavior, interests, and opinions held by specific groups of people and then serving them the messages theyâre most likely to respond toâ). What is Cambridge Analytica? Tweet Share Google+ Email Share Google+ Email But it's not microtargeting that's the primary scandal. Indeed, the age of Big Data is upon us. Cambridge Analyticaâs method, known as âpsychographic microtargetingâ, involves pitching customised messages or advertisements to individuals based on â¦ And why should you care? Microtargeting is a modification of a practice used by commercial direct marketers. This practice of microtargeting is part of the larger Cambridge Analytica scandal. The firm is a pioneer in âbehavioural microtargetingâ â â¦ Wednesday, September 2, 2020 at 10am Eastern. Registration. But it's not microtargeting that's the primary scandal. 9. TOM BONIER: They went out, and they stole 50 million data points from Facebook users without their knowledge and used that on behalf of the Trump campaign. In the words of Professor and data scientist Jonathan Albright, âThis is a propaganda machine. What has Cambridge Analytica actually been accused of? Nix, SCL Elections, and Cambridge Analytica were interested in this research because Cambridge Analytica intended to offer voter profiling, microtargeting, and other marketing services to U.S. campaigns and other U.S.-based clients. The data pitched regarded the behavior of American voters. Most of us are well aware of the power of marketing and how it shapes our decisions â from the cars, shoes, and clothes we buy to the music we listen to â but itâs less obvious how these tactics can be used to shape our nationâs politics. Beyond Cambridge Analytica: Microtargeting and Online Campaigns in 2020 About this Event Use of data and microtargeting in political advertising were famously critiqued after in the 2016 US elections, and in relation to other recent influence campaigns around the world. Many of these issues are centered around privacy and the permission to access personal data. Crucially as well, social media provided the access Cambridge Analytica needed for their microtargeting campaigns to reach the intended audience. Beyond Cambridge Analytica: Microtargeting and Online Campaigns in 2020. Before we dive in, it is important tâ¦ The now-defunct Cambridge Analytica entered the news cycle once again on â¦ This will be a virtual event conducted via Zoom. The kind of microtargeting deployed by Cambridge Analytica was that of âpsychographicsâ, where microtargeting is supplemented with core tenets from behavioural psychology. As such, prychographics is meant to capture the personality of the targeted audience to âresonate more effectively with those key audience groups.â Along with its many benefits, it has also created new problems, âpolicy vacuums,â and unforeseen challenges. Basically, Microtargeting is the prediction of psychological profiles on the basis of social media activity and using that knowledge to address different personality types with customized ads.