Over the past few days, Facebook said it received reports (from sources it would not identify) that not all of the data Cambridge Analytica, Kogan, and Wylie collected had been deleted. While Facebook investigates the matter further, the company said it had taken the step to suspend the Cambridge Analytica account as well as the accounts of Kogan and Wylie.
Depending on who you ask, UK-based Cambridge Analytica either played a pivotal role in the U.S. presidential election or cooked up an effective marketing myth to spin into future business. Last year, a handful of former Trump aides and Republican consultants dismissed the potency of Cambridge Analytica’s so-called secret sauce as “exaggerated” in a profile by the New York Times. A May 2017 profile in the Guardian that painted the Robert Mercer-funded data company as shadowy and all-powerful resulted in legal action on behalf of Cambridge Analytica. Last October, the Daily Beast reported that Cambridge Analytica’s chief executive Alexander Nix contacted Wikileaks’ Julian Assange with an offer to help disseminate Hillary Clinton’s controversial missing emails.
In an interview with TechCrunch late last year, Nix said that his company had detailed hundreds of thousands of profiles of Americans throughout 2014 and 2015 (the time when the company was working with Sen. Ted Cruz on his presidential campaign).
…We used psychographics all through the 2014 midterms. We used psychographics all through the Cruz and Carson primaries. But when we got to Trump’s campaign in June 2016, whenever it was, there it was there was five and a half months till the elections. We just didn’t have the time to rollout that survey. I mean, Christ, we had to build all the IT, all the infrastructure. There was nothing. There was 30 people on his campaign. Thirty. Even Walker it had 160 (it’s probably why he went bust). And he was the first to crash out. So as I’ve said to other of your [journalist] colleagues, clearly there’s psychographic data that’s baked-in to legacy models that we built before, because we’re not reinventing the wheel. [We’ve been] using models that are based on models, that are based on models, and we’ve been building these models for nearly four years. And all of those models had psychographics in them. But did we go out and rollout a long form quantitive psychographics survey specifically for Trump supporters? No. We just didn’t have time. We just couldn’t do that.
The key implication here is that data leveraged in the Trump campaign could have originated with Kogan before being shared to Cambridge Analytica in violation of Facebook policy. The other implication is that Cambridge Analytica may not have destroyed that data back in 2015.
The tools that Cambridge Analytica deployed have been at the heart of recent criticism of Facebook’s approach to handling advertising and promoted posts on the social media platform.
Nix credits the fact that advertising was ahead of most political messaging and that traditional political operatives hadn’t figured out that the tools used for creating ad campaigns could be so effective in the political arena.
“There’s no question that the marketing and advertising world is ahead of the political marketing the political communications world,” Nix told TechCrunch last year. “…There are some things which [are] best practice digital advertising, best practice communications which we’re taking from the commercial world and are bringing into politics.”
TechCrunch has reached out to Facebook and Cambridge Analytica with additional questions about the timing of this disclosure and the data’s relationship, if any, to the Trump campaign and will update when we hear back.