Cracking the Methodology used by Cambridge Analytica (AKA Psychometric Targeted Digital Marketing)

Discussion in 'AI - Artificial Intelligence in Digital Marketing' started by doddyreddy, Feb 15, 2018.

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  1. doddyreddy

    doddyreddy Newbie

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    Cambridge Analytica uses Data to change Audience Behavior.
    Cambridge Analytica (CA) is a privately held company that combines data mining and data analysis with strategic communication for the electoral process. It was created in 2013 as an offshoot of its British parent company SCL Group to participate in American politics. In 2014, CA was involved in 44 U.S. political races.

    Lets DECODE their methods and tools (3rd party Services) used by them. cb5a1758045467.59edf6e9cb184.jpg
     
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  2. 8longD

    8longD Newbie

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    and how do you want to do that?
     
  3. Builder Dave

    Builder Dave Junior Member

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    That would be interesting to look into. My guess would be that as most big data algorithms are using neural networks of their own. This means that you can't really reverse-engineer what they are doing. What you have to do is collect all the data they have and design and teach your own neural network to perform with it in a similar way. Knowing what their results are might help you, but do you even have info on that?
     
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  4. seo_mail

    seo_mail Newbie

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    It's all described in the scientific papers by Michal Kosinski. Basically they've did a tone of personality tests (using Big Five model) on facebook users and gather their data, and compared which personality traits correlated with which digital footprints (like number of photos, likes, etc.).
     
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  5. Sudarshan Kar

    Sudarshan Kar Jr. VIP Jr. VIP

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    My cousin and I are really intrigued about this. Where can I find more information about this?
     
  6. NotAllenTuring

    NotAllenTuring Jr. VIP Jr. VIP

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  7. ExperimentalSEO

    ExperimentalSEO Newbie

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    You probably would have to start off with the census records from the past several censuses back to 1980.
     
  8. soeped

    soeped Newbie

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    I read everything but seen absolutely nothing on how they created the custom audiences. This was in 2016 so I guess uploading Facebook IDs didn't work.

    What did they do to get e-mail adresses (since those are not available on friends data).
     
  9. albaniax

    albaniax Elite Member

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    I think they got lot´s of data directly from Facebook for a additional fee
     
  10. JohnJeyes

    JohnJeyes Newbie

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    Facebook is implicit in all of this.
     
  11. seoz87

    seoz87 Power Member

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    scrape relevant pages followers and then their friends and then their friends ?
     
  12. ExperimentalSEO

    ExperimentalSEO Newbie

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    You can get emails from other sources and check to see if it matches someone on Facebook based on family,age,city matches.
     
  13. moneyandhotgayguys

    moneyandhotgayguys Registered Member

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    as far as I know it used now closed holes to get the data. To get similar you could try running an ad server in conjunction with quizes, at least the quizes to collect info on people like buzzfeed. with an ad server you could collect sites people visit, alternatively some kind of counter service or client side software. cover all basis for best effect. you then have a ton of information. however another way could be working with the social networks directly through contracts etc. of course if they let you which is doubtful unless you're big, so just building your own infrastructure could be worthwhile. this assumes there isn't similar holes available
     
  14. wormatne

    wormatne Newbie

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    lol, the cat is out of the bag. You missed your chance.
    Now, this can be only done with a lot of wasted money pushed against content adds.
    Why the heck do you think you would succeed when Facebook is currently looking for ppl who do exactly this and banning?
     
  15. ExperimentalSEO

    ExperimentalSEO Newbie

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    I don't know how small of an area you can target with FB ads, but with google ads this can help.

    http://www.pnas.org/content/early/2017/11/27/1700035114.full
     
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  16. 10x

    10x Newbie

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    Where can i find more information about their methods ?
     
  17. chiowa

    chiowa Newbie

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    Good lucking making an AI thats ran by a super computer :)
     
  18. jojowonder

    jojowonder Newbie

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    I know exactly how they approached the campaigns. Specifically—->>

    how they collected data
    The algorithm used to understand what to say in order to motivate behavioral change / get people to vote for

    It’s much simpler than you think... however the work is very detailed and not for everyone...you can apply the research and testing methodology + algorithm (I have it on excel) to almost any situation. It’s pretty cool but like I said before, not for everyone..

    But if anyone wants to see how it works, run some experiments to see the outcome PM me. I’m a researcher/scientist at heart - always been curious about understanding human behavior. Why we do and chose what we choose.

    Understanding human behavior is kinda my thing and would be happy to share as long as it applies to ethical practices, motivating behavior for good, to benifit individuals.
     
  19. Kuz32

    Kuz32 Jr. VIP Jr. VIP

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    That's a bit of a stretch to say they "changed" audience behaviour. They didn't hypnotise anyone or use mind control. They targeted people with a preexisting bias towards their client's political point of view and galvanized voters already sympathetic to them. Nothing dark and mysterious about it. Marketers do this all the time, segment the audience and run targeted ads.
     
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  20. jojowonder

    jojowonder Newbie

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    100% agree. To clarify, I never stated they “changed audience behavior” . What I stated was “how they collected data + the algorithm they used to motivate behavioral change” .

    Maybe I should have used different words... My intentions were NOT to relate the approach or fundamentals of marketing science to hypnosis or mind control.

    And no, there isn’t anything dark and mysterious about it. However the approach used is a little bit more in depth and accurate than the novice predictive marketing approach...

    The methodology used was developed by Psychologist, Harvard graduate who is known for building some of the worlds biggest brands.


    Appreciate your thoughts
     
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    Last edited: Jun 30, 2018