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Cambridge Analytica Ltd CA was a British political consulting firm that was involved in influencing hundreds of elections globally and that came to prominence through the Facebook—Cambridge Analytica data scandal. The company's owners included several of the Conservative Party's largest donors such as billionaire Vincent Tchenguizformer British Conservative minister Jonathan Marland, Baron Marland [10] and the family of American hedge fund manager Robert Mercer.

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EU one of the organisations campaigning in the United Kingdom's referendum on European Union membership. CA's role in those campaigns has been controversial and is the subject of ongoing inquiries in both countries.

In Marchmultiple media outlets broke news of Cambridge Analytica's business practices. The New York Times and The Observer reported that the company had acquired and used personal data about Facebook users from an external researcher who had told Facebook he was collecting it for academic purposes. The personal data of up to 87 million [29] Facebook users were acquired via theFacebook users who used a Facebook app called "This Is Your Digital Life. The app developer breached Facebook's terms of service by giving the data to Cambridge Analytica. On 1 MayCambridge Analytica and its parent company filed for insolvency proceedings and closed operations. Cambridge Analytica was established as a subsidiary of the Accounting For Lack Of Parental Involvement intelligence company SCL Group that was active in military and political arenas.

Publicly, parent company SCL Group called itself a "global election management agency", [46] Politico reported it was known for involvement "in military disinformation campaigns to social media branding and voter targeting". Slate writer Sharon Weinberger compared one of SCL's hypothetical test scenarios to fomenting a coup. A minimum of 15 million dollars has been invested into the company by Mercer, according to The New York Times. Following the downfall of Cambridge Analytica, a number of companies have been established by executives who had also been involved with Cambridge Analytica.

Parental Involvement And Academic Achievement

CA's data analysis methods were to a large degree based on the academic work of Michal Kosinski. InKosinski had joined the Psychometrics Centre of Cambridge University where he then developed with his colleagues a profiling system using general Inolvement data, Facebook -likes, and smartphone data. CA would collect data on voters using sources such as demographicsconsumer behaviourinternet activityand other public and private sources. According to The GuardianCA used psychological data derived from millions of Facebook users, largely without users' permission or knowledge.

Today in the United States we have somewhere close Accountnig four or five thousand data points on every individual So we model the personality of every adult across the United States, some million people. The company claimed to use "data enhancement and audience segmentation techniques" providing " psychographic analysis" for a "deeper knowledge of the target audience".

The company uses the Big Five model of personality [15] [8] Using what it calls " behavioral microtargeting " the company indicates that it can predict " needs " of subjects and how these needs may change over time.]