But lets be clear, Cambridge Analytica's proposed models did not work. Speaking as a data scientist with a background in psychology and social media advertisin

But lets be clear, Cambridge Analytica's proposed models did not work. Speaking as a data scientist with a background in psychology and social media advertising, using the Big 5 traits and likes is pretty useless for prediction of anything except the Big 5 traits. Additionally, targeted advertising and small audiences rarely work well together, which is why almost all FB advertising guides tell you to make your audiences as broad as possible (if 1/1000 people convert, the model needs 20-50 conversions per week to keep going, then micro-targeting won't work). All of the data science stuff from CA was mostly a distraction from what SCL actually did, which was video politicians in compromising positions and blackmail them.