“The big mystery of Big Data,” said Alexander Nix, “is causation versus correlation.”
He paused and looked out of the second-story window of his office.
On the street below, red, double-decker buses snaked around a corner through London traffic. He lightly tapped a Swiss Army knife on his desk and continued.
“Look, fundamentally the more you know about someone, the better you can communicate with them at a human level, or a mass-communication-advertising level.”
Nix knows a lot, about a lot of people.
Some time in 2014, his company Cambridge Analytica secretly collected data from tens of millions of Facebook users, and used it to persuade many of them to vote for Donald Trump as President, according to multiple reports over the weekend citing an ex-contractor.
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