Over the past few days, Facebook said it received reports (from sources it would not identify) that not all of the data Cambridge Analytica, Kogan, and Wylie collected had been deleted. While Facebook investigates the matter further, the company said it had taken the step to suspend the Cambridge Analytica account.
The UK-based Cambridge Analytica played a pivotal role in the U.S. presidential election, according to its own chief executive’s admission in an interview with TechCrunch late last year.
In the interview, Cambridge Analytica’s chief executive Alexander Nix said that his company had detailed hundreds of thousands of psychographic profiles of Americans throughout 2014 and 2015 (the time when the company was working with Sen. Ted Cruz on his campaign).
…We used psychographics all through the 2014 midterms. We used psychographics all through the Cruz and Carson primaries. But when we got to Trump’s campaign in June 2016, whenever it was, there it was there was five and a half months till the elections. We just didn’t have the time to rollout that survey. I mean, Christ, we had to build all the IT, all the infrastructure. There was nothing. There was 30 people on his campaign. Thirty. Even Walker it had 160 (it’s probably why he went bust). And he was the first to crash out. So as I’ve said to other of your [journalist] colleagues, clearly there’s psychographic data that’s baked-in to legacy models that we built before, because we’re not reinventing the wheel. [We’ve been] using models that are based on models, that are based on models, and we’ve been building these models for nearly four years. And all of those models had psychographics in them. But did we go out and rollout a long form quantitive psychographics survey specifically for Trump supporters? No. We just didn’t have time. We just couldn’t do that.
It’s likely that some of that psychographic data came from information culled by Kogan. The tools that Cambridge Analytica deployed have been at the heart of recent criticism of Facebook’s approach to handling advertising and promoted posts on the social media platform.
Nix, from Cambridge Analytica, acknowledged that advertising was ahead of most political messaging and that the tools used for creating campaigns could be effective in the political arena as well.