Cambridge Analytica and their parent, SCL, are engines that run on hate. They play up social, ethnic, and racial divides for the profit of their clients. Whether it’s planted news stories, created “social movements” or rumors spread through every means available, they’re the go-to company for generating discord … to win. And they’ve bragged about how this “secret sauce” helped put Trump in office, and made some truly frightening claims about the depth of their knowledge and ability to manipulate.
Many companies compete in the market for political microtargeting, USing huge data sets and sophisticated software to identify and persuade voters. But Mr. Nix’s little-known firm, Cambridge Analytica, claimed to have developed something unique: “psychographic” profiles that could predict the personality and hidden political leanings of every American adult.