Research Article
The Power of Data Analytics and Microtargeting in Political Campaigns, Cambridge Analytica Strategy, Donald Trump Victory the 2016 U.S. Presidential Election
@INPROCEEDINGS{10.4108/eai.15-9-2022.2335937, author={Andina Reftiyani Putri Pesat Gatra}, title={The Power of Data Analytics and Microtargeting in Political Campaigns, Cambridge Analytica Strategy, Donald Trump Victory the 2016 U.S. Presidential Election}, proceedings={Proceedings of the 1st Pedagogika International Conference on Educational Innovation, PICEI 2022, 15 September 2022, Gorontalo, Indonesia}, publisher={EAI}, proceedings_a={PICEI}, year={2023}, month={9}, keywords={behavioral science cambridge analytica donald trump data analysis marketing politics}, doi={10.4108/eai.15-9-2022.2335937} }- Andina Reftiyani Putri Pesat Gatra
Year: 2023
The Power of Data Analytics and Microtargeting in Political Campaigns, Cambridge Analytica Strategy, Donald Trump Victory the 2016 U.S. Presidential Election
PICEI
EAI
DOI: 10.4108/eai.15-9-2022.2335937
Abstract
The Cambridge Analytica scandal revealed the power of data analytics and microtargeting in political campaigns, as well as the potential for unethical and manipulative practices. By exploiting social media data and using psychological tactics, Cambridge Analytica was able to create a campaign that resonated with targeted voters and helped to secure Donald Trump's victory in the 2016 U.S. Presidential Election. This research aims to determine Cambridge Analytica’s Role in winning Donald Trump at the 2016 United States General Election. The method used in this research is qualitative and explanative model data analysis. Data collections technique used in this research is the study of literature in the form of books, documents, or reports, journal articles and website. The theory used in this research is the theory of politics propaganda and political marketing as the concept. This research trying to explain the role of Cambridge Analytica in assure that Donald Trump campaign massage can be delivered well to each individual based on behavioral science, data analysis and Targeted Ads