For years Some of the most iconic weapons manufacturers in America have provided tangible personal information about their knowledge and the consent of the guns. Then the political operatives used these details to rally the owners of firearms to select the pristal policies running into Congress and the White House.
The strategy remained a secret for more than two decades.
In a number of stories In recent months, Propublica has revealed the internal work of the National Sports Sports Fund project using guns and insider interviews.
We also showed how NSSF was united with a controversial political consulting firm Cambridge Analytica Turboraz Owners of weapons and others in the 2016 elections.
Advanced Cambridge’s domestic reports received by Propublica now talks about the full volume and depth of the sophistication and impoe of the company.
Political consultation has analyzed thousands of details about people’s lives in the huge NSSF data database. Were they shopping? Were they in gambling? Did the women buy a plus or lingerie?
Alchemy had three stages.
The first phase
Back data
Some of the data discovered here were the main information you can find according to the census, such as a marital status or an ethnic group.
But the data also contained much more specific information about the aesthetic advantages of the person, the habits of acquisition and hobby.
Other data emphasized the personal opinion of consumers, history and even defects.
As Cambridge transformed these tiny data pieces into great political victories, it has never been announced before. Its methods raise alarming questions about how our personal data can be used to manipulate us.
“There is a natural desire to remain anonymous and retain your own information, and this is a violation of this,” said when Kalley Schroeder, a specialist in particular in the electronic information center.
NSSF has stated that his “activity was always quite legal and in the conditions of any individual manufacturer, company, broker or other subject.” Larry Kin, Senior Vice President of the NSSF since 2000, said the 2016 information campaign company provided only available data on sale.
But the Cambridge Email and the NSSF company said the data included 20 years of information about weapons buyers collected from the manufacturers’ warranty cards provided by NSSF. The trading group contractor also presented the Cambridge buyer database in cables, a popular sports trailer. (The Bass Pro Lawyer, who bought Cabela in 2017, said the company failed to find evidence of “sharing information about a client that did not meet their privacy policies during acquisition.”))
The Cambridge documents show the firm compare the names and addresses in the data of NSSF and CABELA against the same names and addresses found in a wide range of consumers and lifestyle information provided by the data companies.
Phase Second
Create profiles
Further analysts used the algorithm for the prevention and evaluation of each person’s behavior based on data and a psychological assessment tool called Ocean, which measures human openness to new and various experiences, conscientiousness, extraversion, pleasurable and neuroticism. From these points, Cambridge organized people for five groups, called risky, guardians, deliveries, individualists and fans. Members of each group received ads on Facebook, taking into account the psychological profiles of the group.
Below is the political ads and descriptions of these groups stretched out of Cambridge documents for the NSSF project. The UDF includes hypothetical messages along with the real versions that the firm sent to the NSSF election campaign called Gunvote.
Phase of the third
Delivery Advertising
Cambridge found focused people on Facebook and delivered advertising through a platform directed to voters in North Carolina, Pennsylvania, Missouri, Ohio, New Hampshire and Wisconsin. Each popup advertising said she came from the Gunvote NSSF page, but created Cambridge. The ads sent to the potential voters in the key states since June 21, 2016, since July 1, 2016, contributed to the Republican Sensitive Meaning Richard Berrra, Pat Tui, Roy Blant, Rob Portman, Kelly Iota and Ron Johnson.
According to Cambridge’s internal metric reports, nearly 817,000 people saw reports.
Over the next three months, Cambridge has included voters in Colorado, Florida, Nevada in a multi -stage advertising and video video. In general, they scored almost 378 million views and went 60.140 280 visitors to the NSSF site.
Cambridge also reflected people in five groups in key states and gave lists of NSSF contractors containing their names and addresses. The contractors studied the numbers and places of each person based on the county. They then sent in a message to potential voters aimed at persuading them for voting for the preferred guns.
Look Minute Voters, grouped by Person in each of the states aimed at Cambridge.
