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Important: I firmly believe that the actions of Cambridge Analytica were in no way commendable. Manipulating people on a societal scale, particularly with irreversible consequences like Brexit or presidential elections, is unacceptable.
I created this file for two primary reasons:
To encourage marketers to use this framework ethically.
To help those who are not well-versed in marketing and psychology understand how they are being manipulated.
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They were supposedly the engine behind many world-changing political events such as Donald Trump’s 2016 presidential campaign, Brexit, and Nigeria’s 2015 presidential election. If that doesn't ring a bell, you might remember them from the Netflix documentary “The Great Hack”. (I definitely recommend watching it.)
Cambridge Analytica specialized in helping their clients (many of whom were politicians) make the best decisions using data. This could be anything from data collection to analysis, using this information to better target, segment, and even run ads to help convert voters.
Why is this important to understand?
Politicians are no longer just candidates, but also brands. Just like brands, they merchandise and advertise themselves to gain leverage in the game they play. In political races where the smallest advantage can make the difference, political parties employ companies like Cambridge Analytica to maximize their influence.
As controversial as some of their practices and campaigns were, they really mastered the art of persuading people on a large scale. There is a lot for us to learn from their methods. They managed to understand their target audiences better than they understood themselves on a very deep psychological level.
In this document, I will try to explain the entire framework they used, and I will show how it can be used in an ethical way.
<aside> 🚫 Please avoid using this framework for unethical purposes, particularly in politics or in any situation that could have irreversible impacts on society.
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