{"id":651065,"date":"2017-02-03T08:27:34","date_gmt":"2017-02-03T08:27:34","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2017\/02\/03\/we-are-being-watched-and-thats-why-trump-won\/"},"modified":"2017-02-03T08:27:34","modified_gmt":"2017-02-03T08:27:34","slug":"we-are-being-watched-and-thats-why-trump-won","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2017\/02\/03\/we-are-being-watched-and-thats-why-trump-won\/","title":{"rendered":"We are being watched, and that\u2019s why Trump won"},"content":{"rendered":"

Could big data and psychometrics have helped put The Donald in the White House?<\/strong> The ability to algorithmically profile people based on their online behaviour was an important factor in Trump\u2019s bid for the presidency, helping the candidate target potential voters with tailored messages, Hannes Grassegger and Mikael Krogerus write for Vice\u2019s Motherboard<\/a>.<\/p>\n

\u201cTrump\u2019s striking inconsistencies, his much-criticized fickleness, and the resulting array of contradictory messages, suddenly turned out to be his great asset: a different message for every voter<\/strong>.\u201d Psychologist Michal Kosinski devised a method to analyze people through their Facebook activity. \u201cIn 2012, Kosinski proved that on the basis of an average of 68 Facebook \u2018likes\u2019 by a user, it was possible to predict their skin color (with 95 percent accuracy), their sexual orientation (88 percent accuracy), and their affiliation to the Democratic or Republican party (85 percent).\u201d The method works the other way around too: finding people \u2014 like undecided Democrats, for instance.<\/p>\n

Big data company Cambridge Analytica, which specializes in \u201cinnovative political marketing \u2014 microtargeting \u2014 by measuring people's personality from their digital footprints\u201d and which the UK \u201cleave\u201d Brexit campaign commissioned, was hired by Donald Trump for his campaign. The company might have used Kosinski's method \u2014 its parent company had contacted Kosinski for inquiries. Alexander Nix, Cambridge Analytica\u2019s CEO, revealed the method in a presentation<\/a> at the 2016 Concordia Summit (runtime: 11:03) and it is revolutionary, almost disturbing. The method involves ad targeting, meaning that ads appearing to you correspond to your personality type, in addition to buying people\u2019s data from sources including land registries and shopping data.<\/p>\n

\u201cWe have profiled the personality of every adult in the United States of America\u2014220 million people<\/strong>,\u201d Nix tells his audience. \u201cUntil now, explains Nix, election campaigns have been organized based on demographic concepts. \u2018A really ridiculous idea. The idea that all women should receive the same message because of their gender \u2014 or all African Americans because of their race.\u2019 What Nix meant is that while other campaigners so far have relied on demographics, Cambridge Analytica was using psychometrics<\/strong>.\u201d Big Data indicated which messages by Trump worked where; Trump\u2019s win would then be the biggest implementation of Big Data.<\/p>\n","protected":false},"excerpt":{"rendered":"

Could big data and psychometrics have helped put The Donald in the White House? The ability to algorithmically profile people based on their online behaviour was an important factor in Trump\u2019s bid for the presidency, helping the candidate target potential voters with tailored messages, Hannes Grassegger and Mikael Krogerus write for Vice\u2019s Motherboard. \u201cTrump\u2019s striking […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"single-feature.php","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[12012],"tags":[72,2380,12011,12010],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-651065","post","type-post","status-publish","format-standard","hentry","category-speed-round-the-weekend-edition","tag-enterpriseam","tag-speed-round","tag-speed-round-the-weekend-edition","tag-the-weekend-edition","wpautop","entry"],"acf":{"mongo_id":"4b12b2fa-a337-43e4-bd6b-684231727d6e","order":"0","is_powered_by":true,"section_story_id":"0dcfde1b-1269-480f-96b5-7563e0953d44","story_type":"1","photo_url":"","photo_position":"above","related_issue":[651060],"teaser":"","voice_url":""},"yoast_head":"\nWe are being watched, and that\u2019s why Trump won - EnterpriseAM Egypt<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/enterpriseam.com\/egypt\/2017\/02\/03\/we-are-being-watched-and-thats-why-trump-won\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"We are being watched, and that\u2019s why Trump won\" \/>\n<meta property=\"og:description\" content=\"Could big data and psychometrics have helped put The Donald in the White House? The ability to algorithmically profile people based on their online behaviour was an important factor in Trump\u2019s bid for the presidency, helping the candidate target potential voters with tailored messages, Hannes Grassegger and Mikael Krogerus write for Vice\u2019s Motherboard. \u201cTrump\u2019s striking […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/enterpriseam.com\/egypt\/2017\/02\/03\/we-are-being-watched-and-thats-why-trump-won\/\" \/>\n<meta property=\"og:site_name\" content=\"EnterpriseAM Egypt\" \/>\n<meta property=\"article:published_time\" content=\"2017-02-03T08:27:34+00:00\" \/>\n<meta name=\"author\" content=\"enterpriseam admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"enterpriseam admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/enterpriseam.com\/egypt\/2017\/02\/03\/we-are-being-watched-and-thats-why-trump-won\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/enterpriseam.com\/egypt\/2017\/02\/03\/we-are-being-watched-and-thats-why-trump-won\/\"},\"author\":{\"name\":\"enterpriseam admin\",\"@id\":\"https:\/\/enterpriseam.com\/egypt\/#\/schema\/person\/ca597032db7e4db868359c123cec256d\"},\"headline\":\"We are being watched, and that\u2019s why Trump won\",\"datePublished\":\"2017-02-03T08:27:34+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/enterpriseam.com\/egypt\/2017\/02\/03\/we-are-being-watched-and-thats-why-trump-won\/\"},\"wordCount\":369,\"publisher\":{\"@id\":\"https:\/\/enterpriseam.com\/egypt\/#organization\"},\"keywords\":[\"EnterpriseAM\",\"SPEED ROUND\",\"Speed Round, The Weekend Edition\",\"The Weekend Edition\"],\"articleSection\":[\"SPEED ROUND, THE WEEKEND EDITION\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/enterpriseam.com\/egypt\/2017\/02\/03\/we-are-being-watched-and-thats-why-trump-won\/\",\"url\":\"https:\/\/enterpriseam.com\/egypt\/2017\/02\/03\/we-are-being-watched-and-thats-why-trump-won\/\",\"name\":\"We are being watched, and that\u2019s why Trump won - 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