Cambridge Analytica claim they helped the Tweeter-in-Chief land the keys to the Oval Office.

Whether or not that's strictly true, their talking points bring up some interesting angles on the democratisation of conversations with your target audience – and just how personlised you can make those, based on data.

We may speculate for decades as to what put this guy in place, but it certainly wasn't his hair or his articulate speeches or his thought-through policy. If it was data – and appealing to an audience – imagine what it could do for a business that's got a genuinely attractive offer.