Here's one fascinating extract from a stunning article:
"The initial results are alarming: The study shows the effectiveness
of personality targeting by showing that marketers can attract up to 63
percent more clicks and up to 1,400 more conversions in real-life
advertising campaigns on Facebook when matching products and marketing
messages to consumers’ personality characteristics. They further
demonstrate the scalability of personality targeting by showing that the
majority of Facebook Pages promoting products or brands are affected by
personality and that large numbers of consumers can be accurately
targeted based on a single Facebook Page.
In a statement after the German publication of this article, a
Cambridge Analytica spokesperson said, "Cambridge Analytica does not use
data from Facebook. It has had no dealings with Dr. Michal Kosinski. It
does not subcontract research. It does not use the same methodology.
Psychographics was hardly used at all. Cambridge Analytica did not
engage in efforts to discourage any Americans from casting their vote in
the presidential election. Its efforts were solely directed towards
increasing the number of voters in the election."
The world has been turned upside down. Great Britain is leaving
the EU, Donald Trump is president of the United States of America. And
in Stanford, Kosinski, who wanted to warn against the danger of using
psychological targeting in a political setting, is once again receiving
accusatory emails. “No,” says Kosinski, quietly and shaking his head.
“This is not my fault. I did not build the bomb. I only showed that it
And here is the article you must read and must share with everyone you know: http://motherboard.vice.com/read/big-data-cambridge-analytica-brexit-trump