Cambridge Analytica is a company that offers services to businesses and political parties who want to “change audience behaviour,” the Guardian reports. “It claims to be able to analyse huge amounts of consumer data and combine that with behavioural science to identify people who organisations can target with marketing material. It collects data from a wide range of sources, including social media platforms such as Facebook, and its own polling.”
With its headquarters in London, the firm was set up in 2013 as an offshoot of another company called SCL Group, which offers similar services around the world. In an interview with the website Contagious, Cambridge Analytica’s founder, Alexander Nix said it had been set up “to address the vacuum in the US Republican political market” that became evident when Mitt Romney was defeated in the 2012 presidential election.
“The Democrats had ostensibly been leading the tech revolution, and data analytics and digital engagement were areas where Republicans had failed to catch up. We saw this as an opportunity.” https://www.theguardian.com/news/2018/mar/18/what-is-cambridge-analytica-firm-at-centre-of-facebook-data-breach
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