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.
‘What we’re seeing is not about politics. Communication is fundamentally changing. Creative-led blanket advertising is being replaced by data-driven individualised advertising. This can only be good. The advertisers get a much better return on investment; the consumers are not being bombarded with adverts for things they don’t care about.’ Don Draper is dead — replaced by a twentysomething chugging Diet Coke at a laptop.