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The supposed "bombshell" report around Cambridge Analytica's exploitation of Facebook customer data for the benefit of Donald Trump's presidential campaign was hardly a bombshell at all. You marketers know, if it's not data-driven, it's guess work.

From the onset of social media (and even before), consumer datayour datahas been dimensionalized, enriched, segmented and recalibrated by data companies and marketers, and then used to hyper-target audiences from there. Some call it "omni-channel offer optimization," but in lay-speak, it's just data-driven marketing.

At Facebook's onset, founder Mark Zuckerberg referred to those who handed over their data as "dumb fucks." It's likely that view held true as the site marched toward 2 billion users worldwide.

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