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Facebook suspends Cambridge Analytica, the data analysis firm that worked for the Trump campaign

Facebook suspends Cambridge Analytica, the data analysis firm that worked for the Trump campaign
From TechCrunch - March 16, 2018

Over the past few days, Facebook said it received reports (from sources it would not identify) that not all of the data Cambridge Analytica, Kogan, and Wylie collected had been deleted. While Facebook investigates the matter further, the company said it had taken the step to suspend the Cambridge Analytica account.

Depending on who you ask, UK-based Cambridge Analytica eitherplayed a pivotal role in the U.S. presidential electionor cooked up an effective marketing myth to spin into future business. Last year, a handful of former Trump aides and Republican consultants dismissed the potency of Cambridge Analyticas so-called secret sauce as exaggerated in a profile by the New York Times. A May 2017 profile in the Guardian that painted the Robert Mercer-funded data company as shadowy and all-powerful resulted in legal action on behalf of Cambridge Analytics.

In an interview with TechCrunch late last year, Cambridge Analyticas chief executive Alexander Nixsaid that his company had detailed hundreds of thousands of profiles of Americans throughout 2014 and 2015 (the time when the company was working with Sen. Ted Cruzon his presidential campaign).

We used psychographics all through the 2014 midterms. We used psychographics all through the Cruz and Carson primaries. But when we got to Trumps campaign in June 2016, whenever it was, there it was there was five and a half months till the elections. We just didnt have the time to rollout that survey. I mean, Christ, we had to build all the IT, all the infrastructure. There was nothing. There was 30 people on his campaign. Thirty. Even Walker it had 160 (its probably why he went bust). And he was the first to crash out. So as Ive said to other of your [journalist] colleagues, clearly theres psychographic data thats baked-in to legacy models that we built before, because were not reinventing the wheel. [Weve been] using models that are based on models, that are based on models, and weve been building these models for nearly four years. And all of those models had psychographics in them. But did we go out and rollout a long form quantitive psychographics survey specifically for Trump supporters? No. We just didnt have time. We just couldnt do that.

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