Thursday, February 2, 2017
How Donald Trump won the election
by Suzanne Eovaldi, staff writer
If you drive an American made car, you were a voter most likely to have supported Donald Trump. His small band of data analysts drove him into our hearts, minds and voting booths. And now he is set now to pull America back from its near plunge into Hillary Clinton’s One World Order cabal of globalists. How did this happen? That middle section of the electorate that could be persuaded to the right or left was the real focal point of a new behavioral science called Big Data Psychograpics, a political messaging concept developed from a European paradigm and Cambridge Analytica. Ted Cruz first used these specific targeting methods to propel himself from only a 5% voter base to a 35% base, placing him second to Donald Trump in the Presidential Primary Olympics.
Big data analyst Alexander Nix, in his youtube video, explains just how Cruz developed his Iowa caucus voter turnout. "The day of blanket advertising is dead," says Nix as he discounts the outdated, “Mad Men” advertising paradigm. The old, 1960's top down advert model no longer works. The notion of highly paid advertising executives sitting around a table and throwing around catchy slogans for expensive marketing campaigns in a one size fits all model has gone the way of the Edsel.
"Targeting is where it is now," explains Nix. The acronym OCEAN provides the framework of this new, nuanced form of political advertising that Trump used to give him the winning edge. O stands for openness, C for conscientiousness, E for extroversion, A for agreeability, and finally N for narcissism. These personality and character traits of each adult in the USA now are being analyzed, codified and translated into winning election campaigns by big data analytics.
The Nix video details especially the Cruz, Iowa caucus map breakdown.
Trump's people picked up quickly on Ted Cruz's amazing turnaround. Nix and Psychologist Michal Kosinski grabbed the attention of Trump son-in-law Jared Kushner who put in place big data in a small office in Texas. And the "rest is history" cliché became fact. Kosinski developed a method of analyzing people's behavior by analyzing their Facebook activity. "Kushner eventually tipped the states that swung the election," says FORBES writer Steven Bertoni. Using Facebook micro-targeting, Kushner parlayed high stakes electioneering into a digital makeover of how to win a new century presidency. Bertoni emphasizes digital marketing, tweaked adverts, cookies, up-to-minute voter data as being the genius glide to victory. Foot volunteers even were sent to ring Trump-friendly doorbells!
Some estimates have placed a one billion dollar figure on the amount that Hillary Clinton collected in what just may be the biggest, most expensive, campaign failure in modern history. So sure was she that donors, not voters, would propel her into the White House that she at times, late in the campaign, disappeared from the trail, while Donald Trump was holding as many as 4 and 5 rallies a day. One such rally was still going on at 1 a.m. the next day.
Ever the determined winner, Donald Trump took this big data strategy into the White House. Nix explains the three big concepts that are at the heart of successful big data election campaigns. Behavioral science, first, breaks down the five part OCEAN acronym into specific target points for select groups of voters, especially those on the fence. For instance, a voter identified as being conscientious and agreeable could be persuaded by an appeal to law and order and traditional family values. For voters who strongly support the Second Amendment, the picture of a grandfather teaching his son how to use a gun and the dad now teaching his own son brings up the notion of the greatness and continuity of America's Constitution that protects its citizens from an out of control governing dictator.
Fear of sharks in an ad telling people to stay off of the beach could have more emotional impact than a one size fits all warning that simply says Stay Off of the Beach. Second and third concepts of Big Data Analysis and Targeting translated into Trump's win.
In today's hyper-extended, presidential campaigns, the use of big data targeting has staying power that the old one size fits all adverts no longer have. Use of web cookies, specifically targeted pop ups and adverts to specific cable show audiences now carry the day and explain why Donald Trump was able to spend much less money than did Hillary Clinton. Data points, such as demographic and geographic generalities, are much less important than a voter's identifiable and specific OCEAN personality traits. Direct mail campaigns can send one mailer to a husband, another to a wife in the same household.
So there you have a big part of President Trump's winning paradigm in his eighteen month presidential quest. However, many other factors, IMHO, contributed as well. Extraordinary smarts, a businessman's art of the deal, a salesman's ability to use a form of neuropsychology to translate into a customer's linguistics are some of his winning ways. But the sheer volume of hard work, persistence and a clear, never quit personality added much to Trump's use of Big Data Analytics.
Finally, Donald Trump's deep love of America and what was happening to her just may have been the ultimate resonator in the hearts and minds of voters.