Was Cambridge Analytica really able to effectively target campaign messages to citizens based on their personality characteristics?

From the introduction to Matthew Hindman’s How Cambridge Analytica’s Facebook targeting model really worked:

The researcher whose work is at the center of the uproar over Cambridge Analytica’s Facebook data analysis and political advertising 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. He claims it works about as well as more traditional 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 ball a few have claimed. Yet the numbers Kogan provides also show what is—and isn’t—actually possible by combining personal data with machine learning for political ends.

Interesting. — Joe

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

w

Connecting to %s