Will Donald Trump’s Data Analytics Company Allow Russia to Access Research on U.S. Citizens?
The Trump campaign has hired Ted Cruz’s former data-analysis firm, Cambridge Analytica—and in doing so, it has connected itself with a British property tycoon, Vincent Tchenguiz, and through him with the Ukrainian oligarch Dmitry Firtash, a business associate of Trump’s campaign manager, Paul Manafort, who resigned last week. It would be hard to find a better example of why the ownership of the companies that collect data on the American electorate matters.
What Cambridge does is what marketers have done for some time now: segment potential customers (in this case, voters) by their buying habits, lifestyle, and psychology. It most famously worked on the “Leave.” campaign during Brexit voting in the United Kingdom.