DIY Cambridge Analytica: Running personality analytics
Case Study

DIY Cambridge Analytica: Running personality analytics

22 pages
March 2021
Reference: IMD-7-2274

The case walks the readers first through the Cambridge Analytica scandal, eliciting its effect and presenting an overview of the analysis the infamous company did. Readers are then introduced with simple steps on how a similar approach may be used today – running surveys on inconspicuous questions very affordably and quickly, and creating simple analytical models (linear and logistic) to infer respondents’ age and gender. The raw survey data is available upon request to the co-authors.

Learning Objective
  1. Present the highlights of the Cambridge Analytica scandal.
  2. Introduce how even small amounts of inconspicuous data can reveal personal information.
  3. Present simple models that can be used to do so.
Keywords
Digital, Strategy, Analytics, Personality Measurement, Survey, Scandal, Statistics, Linear Model, Logistics Software, Data Privacy, General Data Protection Regulation, Justice, Strong Institution, Peace, Data Analytics, Politics
Settings
United States of America, United Kingdom
Facebook, Cambridge Analytica, Communication
2016-2018
Type
Published Sources
Copyright
© IMD 2021
Language
English
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