Here is some of the text from this shocking interview with Christopher Wylie, who worked for Cambridge Analytica the company that helped Trump and others. This is part of the current row about data being manipulated unknowingly to us, citizens, and subsequently, us citizens being manipulated into making decisions. This is probably the clearest statement to date as to why we need the GDPR (see my full post on General Data Protection Regulations). You can see How Trump Won using data analysis, precision targeting and then the Magic Marketing Formula, IRD. Please remember that marketing is just a set of management processes and tools which can be used for good or bad.
We would know what kinds of messaging would work
“We would know what kinds of messaging you would be susceptible to, including the framing of it, the topics, the content, the tone, whether it is scary or not, what you would be susceptible to and where you are going to consume that, and then, how many times we need to touch you with that in order to change how you think about something……
In addition to having data scientists, psychologists and strategists, they also have an entire team of creatives, designers, videographers, photographers…they then create that content.”
“That then gets sent to a targeting team, which then injects it into the internet. Websites would be created. Blogs would be created. Whatever it is that we think that this target profile would be receptive to, we would create content on the internet for them to find.
And they see that and they click it and go down the rabbit hole until they start to think something differently. Yea.”
No More ‘Shared Understanding’
“Instead of standing in the public square & saying what you think. And letting people come and listen to you. And have that shared experience as to what your narrative is..
..you are whispering in the ear of each and every voter and you may be whispering one thing to this voter and another thing to another voter” [=IRD].
Creating a Fragmented Society
“We risk fragmenting society in a way where we don’t have any more shared experiences and we don’t have any more shared understanding. If we don’t have any more shared understanding, how can we be a functioning society.
If you want to fundamentally change society, you first have to break it. And it’s only when you break it is when you can remold the pieces into your vision of a new society. This was the weapon that Steve Bannon* wanted to fight his culture war.”
*Trump’s right-hand man – until he sacked him recently!
The Magic Marketing Formula IRD
You might be interested in my full post on General Data Protection Regulations).
Or How Trump Won using data analysis and then the Magic Marketing Formula, IRD.
Either way, please remember that marketing is just a set of tools which can be used for good or bad.