Cambridge Analytica: From SCL Group to the Facebook Scandal -- Psychographics, Data and Electoral Manipulation (1993-2018)
Summary
Cambridge Analytica (2013-2018) is the most documented case of the use of massive personal data for electoral manipulation purposes. Originating from SCL Group (Strategic Communication Laboratories, founded by Nigel Oakes in 1993), the firm was created in 2014 with a $15M investment from Robert Mercer and the sponsorship of Steve Bannon, who chose its name. The model was based on OCEAN/Big Five psychometric profiling, derived from the academic work of Michal Kosinski (Cambridge, 2013), then applied via the 'thisisyourdigitallife' app by Aleksandr Kogan, collecting data from 87 million Facebook profiles. Used for the Ted Cruz (2015), Brexit (2016), and Trump (2016) campaigns. Revelations by whistleblower Christopher Wylie in March 2018 via The Observer (Carole Cadwalladr). FTC fine of $5B to Facebook (2019). Closure of CA and SCL (May 2018), attempted rebirth via Emerdata.
Detailed context
Cambridge Analytica (2013-2018) is the most documented case of the use of massive personal data for electoral manipulation purposes. Originating from SCL Group (Strategic Communication Laboratories, founded by Nigel Oakes in 1993), the firm was created in 2014 with a $15M investment from Robert Mercer and the sponsorship of Steve Bannon, who chose its name. The model was based on OCEAN/Big Five psychometric profiling, derived from the academic work of Michal Kosinski (Cambridge, 2013), then applied via the 'thisisyourdigitallife' app by Aleksandr Kogan, collecting data from 87 million Facebook profiles. Used for the Ted Cruz (2015), Brexit (2016), and Trump (2016) campaigns. Revelations by whistleblower Christopher Wylie in March 2018 via The Observer (Carole Cadwalladr). FTC fine of $5B to Facebook (2019). Closure of CA and SCL (May 2018), attempted rebirth via Emerdata.