Yes, he’s very much adept at manage teams who use data. In the run-up to the UK’s referendum on Brexit, his big insight was to realise that it was hard work to

Yes, he’s very much adept at manage teams who use data. In the run-up to the UK’s referendum on Brexit, his big insight was to realise that it was hard work to convince ‘remain’ (pro Europe) voters to vote leave. But instead he had the insight, setup the teams, and got the funding to launch a massive online social media campaign, to find people who had never voted and convince them to vote for Brexit. The models were computer simulations that were regularly calibrated from proxy measures. And then the models told the teams where to spend money on targeted Facebook advertising. Like telling young men in coastal communities that Brexit was better for fishing rights. Without Cummins’s insight Brexit would not have happened and Boris Johnson would not be prime minister of the UK.