The Wall Street Journal (paywall) recently reported that Special Counsel Robert Mueller has requested that a data analytics company owned by far-right Robert and Rebekah Mercer called Cambridge Analytica turn over internal documents as part of its investigation into possible collusion between the Trump campaign and Russia during the 2016 election. Cambridge Analytica, the shady data firm that might be a key Trump-Russia link, explained:
Cambridge Analytica specializes in what’s called “psychographic” profiling, meaning they use data collected online to create personality profiles for voters. They then take that information and target individuals with specifically tailored content (more on this below).
[T]his story is specifically about how team Trump, with the help of this data company, might have facilitated Russia’s meddling in the US presidential election.
So here’s what we know about Cambridge Analytica, its connections to the Trump campaign, and what sorts of things Mueller is likely looking into.
Trump’s digital army
In June 2016, the Trump campaign hired Cambridge Analytica to take over its data operations.
We know from the reporting of Nicholas Confessore and Danny Hakim at the New York Times that Jared Kushner, who was charged with overseeing Trump’s digital operations, is the reason Cambridge Analytica joined the Trump campaign.
Kushner hired a man named Brad Parscale, a Texas-based digital expert who had worked previously for team Trump. According to Confessore and Hakim, Cambridge Analytica convinced Parscale (who has since agreed to be interviewed by the House Intelligence Committee) to “try out the firm.” The decision was reinforced by Trump’s campaign manager, Steve Bannon, who is also a former vice president of Cambridge Analytica (and whose Breitbart News site is funded by Robert and Rebekah Mercer).
It’s not clear to what extent Cambridge Analytica helped (Parscale denied that Cambridge was of any use in a recent 60 Minutes interview), but we do know that Trump’s digital operation was shockingly effective. Samuel Woolley, who heads the Computational Propaganda project at Oxford’s Internet Institute, found that a disproportionate amount of pro-Trump messaging was spread via automated bots and anti-Hillary propaganda. Trump’s bots, they reported at the time of the election, outnumbered Clinton’s five to one.