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You are here: Home / Columnists / How Cambridge Analytica’s Facebook targeting model really worked – according to the person who built it

How Cambridge Analytica’s Facebook targeting model really worked – according to the person who built it

March 30, 2018 robert Leave a Comment

(The Conversation is an independent and nonprofit source of news, analysis and commentary from academic experts.) Matthew Hindman, George Washington University (THE CONVERSATION) The researcher whose work is at the center of the Facebook-Cambridge Analytica data analysis and political advertising uproar has revealed that his method worked much like the one Netflix uses to recommend movies. In an email to me, Cambridge University scholar Aleksandr Kogan explained how his statistical model processed Facebook data for Cambridge Analytica. The accuracy he claims suggests it works about as well as established voter-targeting methods based on demographics like race, age and gender. If confirmed, Kogan’s account would mean the digital modeling Cambridge Analytica used was hardly the virtual crystal balla few have claimed. Yet the numbers Kogan provides also show what is – and isn’t – actually possible by combining personal datawith machine learning for political ends. Regarding one key public concern, though, Kogan’s numbers suggest that information on users’ personalities or “psychographics” was just a modest part of how the model targeted citizens. It was not a personality model strictly speaking, but rather one that boiled down demographics, social influences, personality and everything else into a big correlated lump. This soak-up-all-the-correlation-and-call-it-personality approach seems to have created a valuable campaign tool, even if the product being sold wasn’t quite as it was billed. The promise of personality targeting In the wake of the revelations that Trump campaign consultants Cambridge Analytica used data from 50 million Facebook users to target digital political advertising during… [Read full story]



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