From today’s NBC News:
LONDON — Big data crunched in a nondescript office more than 3,000 miles from the U.S. might just convince you to cast a ballot for Donald Trump.
In September alone, the Trump campaign paid British firm Cambridge Analytica $5 million to help target voters.
The company says it holds data on 230 million adults across the U.S. — and around 4,000 “data points” on each of them.
Using transaction information from loyalty cards, club and gym memberships and charity donations, it seeks to understand which way an individual might lean politically — and how to potentially change their mind.
“The more you know about someone, the better you can engage with them and the more relevant you can make the communications that you send to them, so our job is to use data to understand audiences,” chief executive officer Alexander Nix told NBC News.