1. Introduction
Cambridge Analytica measurably improves a brand’s marketing effectiveness by changing
consumer behavior through a unique approach that blends big data analytics with
behavioral psychology.
The parent company of Cambridge Analytica, SCL Group, has honed a unique expertise in
behavioral communications and the science of persuasion over the past 25 years.
The firm started in the defense and nation-building space, using behavioral psychology
to first understand a population, then apply the levers of influence to effect demonstrable
change in attitudes and behaviors within that population. We have helped the U.S.
Department of State and NATO to bring stability to dangerous and complex environments
around the globe.
Big Data + + =Behavioral Psychology Targeted Engagement Behavior Change
The effectiveness of our approach was proven and globally recognized in the 2016 United
States presidential election. Cambridge Analytica provided the Donald J. Trump for
President campaign with an end-to-end data-driven marketing solution, ensuring that key
target audiences were identified and engaged with the right messages at the right time to
win their support.
This was achieved at a fraction of the cost spent by our rivals and in a much shorter time
frame. CA deployed three integrated teams to support the campaign: research, data
science, and digital marketing. Messaging based on CA’s data insights was heavily tested,
then deployed to the most persuadable voters in key battleground states. The intelligence
afforded by Cambridge Analytica helped Donald Trump win the White House in the biggest
upset in modern U.S. political history.
Launch into U.S. Politics
CambridgeAnalytica.org

2. Understanding how to grow revenue through behavior change is our expertise.
Let us show you how this capability can power your business.
We start with an in-house database with up to 5000 data points on 230 million adult
Americans, adding to this a suite of mathematical models capable of predicting consumer
behavior and consumers’ psychological profiles. This allows us to go beyond traditional
marketing approaches and further than most ‘big data’ advertising methodologies, to
predict how people think.
Armed with this insight, we give our clients the acuity they need to cut through a crowded
advertising landscape and speak directly to customers’ psychological types. Our behavioral
communications experts design advertising that effectively influences behavior change.
Visuals, copy and positioning are optimized to work effectively with each personality
combination. Our digital and TV teams then execute highly targeted campaigns that hit
consumers where they are – in front of the television and online.
Our approach can be used for both consumer trial and repeat strategies. For trial, we
can either use a firm’s proprietary customer data or commission large-scale quantitative
research to identify the firm’s best buyers; i.e. most profitable, lowest cost-to-serve, etc.
We then train our massive data set through sophisticated machine learning algorithms
to identify lookalike buyers throughout the United States. Within that dataset, we have
already calculated the personality score for each U.S. adult across the Big Five personality
traits. When we find consumers identical to the firm’s buyers, we already know how to best
influence them through advertising. We then build targeted communication campaigns
that are best suited to speak to those personality types. And that powerful combination
generates new buyers.
Repeat can also be driven through our approach. Cambridge Analytica intakes customer
lists – typically out of a firm’s CRM system – and runs those against our internal big data
set. This allows us to identify between 2,000 and 5,000 descriptive data points about
these current customers, including their personality types. With this robust data set, we
can then segment the buyer base and craft communication that drives greater brand
loyalty, transaction size and purchase depth across a franchise.
Our Methodology
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