Interestingly, according to the NYT Cruz campaign staffers did not think it worked: "But Cambridge’s psychographic models proved unreliable in the Cruz preside

Interestingly, according to the NYT Cruz campaign staffers did not think it worked: "But Cambridge’s psychographic models proved unreliable in the Cruz presidential campaign, according to Rick Tyler, a former Cruz aide, and another consultant involved in the campaign. In one early test, more than half the Oklahoma voters whom Cambridge had identified as Cruz supporters actually favored other candidates. The campaign stopped using Cambridge’s data entirely after the South Carolina primary. “When they were hired, from the outset it didn’t strike me that they had a wide breadth of experience in the American political landscape,” Mr. Tyler said." https://www.nytimes.com/2017/03/06/us/politics/cambridge-analytica.html https://www.nytimes.com/2017/03/06/us/politics/cambridge-ana...