Cambridge Analytica's 'Trump for President' debrief

Data and Digital Marketing Debrief: Trump for President

Why Cambridge Analytica Starting from Scratch When we started on the campaign (second week of June) the Trump Campaign had no speakable data infrastructure. ● ● ● ● ●

No database of record Many disparate data sources No data science program (models) No proper digital marketing apparatus Research being done by up to 5 pollsters at one point

Any most importantly: No unifying data, digital and tech strategy.

Audiences

Turnout Likelihood

Core Clinton

Clinton

CoreTrump

GUN RIGHTS

Persuasion

IMMIGRATION

Deterrence

GOTV

Disengaged Clinton

Disengaged Trump

Deadbeat -0.2*

0.2

Candidate preference

Trump

ECONOMY

Persuasion Digital Marketing: Process 1.

Ingested data and audience profiles from the data team

2.

Devised communications to best promote a story to these individuals

3.

Executed digital ad buys across 30+ inventory sources delivering 1.5 billion impressions

Persuasion Search Advertising Search Query: Trump Iraq War Control The First Impression

Search Query: Hillary Trade Go Negative on Hillary’s Positions and Expose Scandals

Search Query: Trump Economic Plan Drive Traffic To Relevant Issue Pages

Big Ticket Items YouTube Mastheads Displayed different versions of the masthead depending on location of the site visitor