ฝัง
- เผยแพร่เมื่อ 27 ก.ย. 2024
- From mad men to math men. Cambridge Analytica first gained notoriety for their role in Donald Trump's presidential campaign. In the Online Marketing Rockstars Keynote | OMR17, Cambridge Analytica CEO Alexander Nix discusses big data, the methodologies and strategies used to identify people's behavior and how data analytics factors into political campaigns.
---
#OMR20 is approaching fast! Be part of the OMR Festival 2020, Europe's leading digital marketing event, on May 12 & 13, 2020 in Hamburg, Germany: bit.ly/OMRfesti...
---
Subscribe to our OMR TH-cam channel: bit.ly/OMRyoutube
---
At OMR, we view ourselves as a platform for industry professionals by industry professionals. We bring together players from every corner of the digital marketing stratosphere: marketing makers with global visionaries, head hunters with prime candidates and information seekers with experts. Our range of products includes the annual OMR Festival with 52,000 visitors in 2019, big-name international speakers, stellar networking opportunities and unique industry insights, our German and English-language blogs, our weekly podcasts, monthly reports, jobs portal, and many more. Welcome to the home of Digital Marketing: bit.ly/OMRhomeEn
---
OMR Festival: bit.ly/OMRfesti...
OMR Daily: bit.ly/OMRdailyEn
OMR Events: bit.ly/OMReventsEn
OMR Podcast: bit.ly/OMRpodca...
---
OMR Facebook: bit.ly/OMRfaceb...
OMR LinkedIn: bit.ly/OMR-link...
OMR Instagram: bit.ly/OMRinsta
OMR Twitter: bit.ly/OMRtwitter
Worth watching just for the last 5 minutes .... Priceless .. As a digital behavioural marketing professional I think ethics is key to what we do. Refusing to work with someone we disagree with or whose practices do not align with our views and refusing to use big data and behavioural science to manipulate unaware voters is number one in digital marketing ethics 101. If you have this great power and influence at your fingertips its should be used for good and not for evil, this is what the behavioural economics and the Book Nudge was all about, nudging people to healthier lifestyles, protecting the environment and so forth. Not manipulating them into voting one way or another or even buy one tooth paste over another. Our data is constantly being captured by corporate and government sources and now not just used against the bad guys but all of. But in our data lies our power as consumers and voters, we have to become aware of it and be aware when our views are becoming, segmented into echo chambers, when our biases are being confirmed oh to easily and when our world view has become narrowed. We also need to remember that we hold great influence in the social media we engage with and the things we promote online when the media realise there is no cash in hate and bigotry they will change
Ah, and you're the benevolent manipulator? Perhaps you consider yourself a choice-architect. I can't keep up with the euphemisms behavioural scientists are using to describe their power.
"manipulate" is a loose word in which many people would have different definition of it. Let's say, if a Burger King ad is so good that it makes you want to buy their products, is that manipulative to you?
Well that escalated quickly.
I wouldn't often describe someone as evil, but I'm almost ready to make an exception...
How? What did he do wrong? You think you're most beloved brands aren't doing it?!? What CA did has been in practice for decades.
and the next great bond villain is.....
You were right!
ayeeee
Colbert noted his potential for that.
If he just kept talking and went into the more sinister things that this could do he would be perfect. Definitely a bond villain vibe, pulpapple. Even without hookers, blackmail and coercion.
XD
Es ist mir schon ein wenig peinich so einen Kommentar, von einem ebenfalls Redner des OMR zu sehen. Am Ende des Tages kann man sich nicht von der moralischen Pflicht eines solchen Beitrags freisprechen, ich hätte mir gewünscht einen inhaltlichen Kommentar zu lesen, mehr als einen rein fachlichen: "das hätte man doch besser publizieren können" Es ist nicht leicht in der heutigen Zeit, aber genau dieser Beitrag ist ein Zeichen. Wie weit wollen wir gehen, wo ziehen wir unsere Grenzen. Es mag beeindruckend sein, wie man Trump den nötigen Vorsprung verschafft hat. Wer sich hier allerdings nicht distanziert, hat etwas grundsätzliches nicht verstanden.. Danke OMR für diesen Talk, Danke für die freien Fragen an der Bar.
it is so nice to see how far data science can go
You need to keep looking upwards, although we can only see 2 levels above. First layer Arron Banks, Steve Bannon. Next layer - Robert and his Daughter Rebecca Mercer. He’s the one that’s provided the investment. What his motivation is ? That’s not known
Seld-determination with the help of psychological help of Cambridge Analytica.
this is really something we should pay attention to. it is not that most didn't know we are manipulated, we just don't know how it happens. and here we might have a few clues. But a lot more questions to be answered...how far could this go? how much are we exposed? could we be exposed to mass catastrophe through these means? could they create war and panic, and famine where before there was none?
I would be interested to kno your thoughts 4yrs in…. Personally I’ve lost one family member to pandemic denial.
Yeah he's a real rockstar now!
It's obvious that when he was asked about how he harvested the profiles of the people to build his "ocean" he jumped left and right with his answers and became very deffensive to the idea that it was a legitimate process! Although the question was about the source, not its legitimacy!
Guys, actually at 25.06 to 25.10 part of the video frame the crucial question was asked by the host to Mr Nix that all of us are asking now. How is the data of others are gotten, Mr Nix repeats “its volunteered”. The problem now is which aspect of the survey questions were actually volunteered? Were there other data which was taken from the user without their knowledge which are not for the purpose of the survey? Imagine how by gathering these un volunteered data one can dissect the narrative with lies, half truths or opiated views to influence the readers? This is especially becomes significantly important during polling season. Individual psychographics is a tool that is like a DNA of a person, taking it and using it against the people sounds like a crime. However, if these tools are used to cure mental health, improve policies it’s a wonderful tool. It’s all about how you use the tool e.g like a knife you can used it purposefully to cook or even to harm someone.
Now the whole world is fuming with this issue. In many countries policies are now a been very seriously considered to circumvent false news and limit social media companies to gather citizen data. However, not everyone like these measures because if you look at what is happening to the society in a greater view, people now are more engaged in politics, they are armed with better fact finding tools in the internet and now have better ways to check truths and half truths and fake news. Feeding individual voter with fake news about a certain candidate after knowing the voter’s psychology doesn’t really mean that candidate will lose or win in the poll. In fact the voter becomes more well informed about the candidate. The only question, is how much news out there about this particular candidate is true, half true or complete lies? Can there the voter forgive the mistakes the candidate has done in the past and look into the greater good or decide to change his/her views about the candidate completely or otherwise. It all depend on the voter’s discretion.
The only appalling thing is that technological can now play an important role in swinging the mindset of the voters and that social media companies have a huge responsibility to have a check and balance on where they should stand when it comes to important issues that deals with people lives. It’s true, that someone people have somewhat given up their mental state to these social media companies voluntarily but then it was given in the mutual trust and purpose fullness.
These are crucial times of our lives, which we need to pay attention to what actually is happening around the world and make decisions.
Education is vital. More people need to learn the folly of believing they can second guess the complex mathematics and subject specific expertise of scientific papers without even knowing what a p-value is or why that is important. Penn University does some heavy lifting by offering their Statistics 101 unit for free as open ed. I look forward to more educational institutions opening their content up. Better understanding of scientific method will help us avoid another pile up when the next pandemic roles along. Wilful ignorance has cost so many lives.
*How is it a scandal now, when he was talking openly about this a year ago????*
Exactly my thought! he's thinking this is the backchannels (summits and talks) to advertise his approach! i say that because he is very repetitive in his talks years ago over and over! was even joking about he's perfect Bond villain! that turned when his "Advertising Technology " turned into "Manipulating Technology " a tool for corruption!
actually the investigation by Guardian (UK) began over 2 years ago, and theyv'e been working on it since. Its taken a lot for the mainstream to wake up to it and If it wasn't for the undercover sting and the whistle-blower and the Russia link it still wouldn't have been picked up in the US mainstream.
the scandal is focused on how Cambridge Analytics was able to lift personal data from 50-60M Americans. Channel 4 News undercover filming also shows Nix explaining that CA use dirty tricks to entrap politicians.
The related Channel 4 Video:
th-cam.com/video/mpbeOCKZFfQ/w-d-xo.html
I think the "mistake" they made was to "admit" they work with fake news and other dirty tactics. I actually believe they got the data legally from FB trough stupid FB games and scurvy where you give away all your rights.
Have you not seen his boasting on the covert tape? It's one thing for him to spout his spiel on stage - all quite disingenuous given what's known now.
Measured, cold, Humphries and dark. You do the algorithms !
And in the OMR "where are they now?" edition, we check in with Alexander Nix from his prison cell....
You are genius man, hats off to you, these human don't have any idea what you are.
The bomb question is at 26:30 ... and Nix has a rather awful reply, but it was accepted with the nod of a head about 2 minutes later. It should have been forcefully rejected. Nix says something like "Trump was elected by the will of the people", which completely negates the idea that he shaped the will of the people. He should have been attacked on that. I know that bright stage lights have a way of making my brain stop working; its a shame that no one with a microphone challenged that.
if you think that people were manipulated by a marketer, just think that Hillary's team did something similar except they failed
This isn't so much about shaping people's views as it is about more effectively appealing to the notions that they already hold.
marioGRrr
*Hillary's Great Mistake was BEING A DICTATED CANDIDATE and why she lost.*
Don't you remember how desparate she was campaigning in all Republican areas?
Why she's so pissed at Bernie.
If the democrats don't get their act together. Trump will win again.
There were much longer lines in Democratic areas - active "voter suppression" - & considering that Diebold voting machines were suspect in Ohio in the past, I wouldn't count on the integrity of DT's margin there & elsewhere. Hillary lost the Electoral due to less than 40,000, altogether, among three states (despite 3+ mil. popular vote margin). She was disliked due to years of FOX attacks; she was ridiculed years ago for saying there was a "vast right-wing conspiracy" then - AND THERE WAS - the Mellon Bank heir, Richard Mellon Scaife, ran it & it was picked up, "buzz words" becoming regular "back-ground noise" that people just repeated, & if they couldn't complain about policy, they bitched about her voice, which would never happen to a man.
I never said DT was never attacked by "the press"; I grew up with The Daily News, NY Post & NY Times; he made periodic pronouncements to put his face out there, especially the two tabloids, often inviting ridicule. See on TH-cam his appearance in the Woody Allen film "Celebrity" - mocking himself. Hillary had decades of concerted behind-the-scene "opposition research" besmirching her. Indeed your accusation that it's "even" is inaccurate in that the "dossier" developed against DT by Steele was initially financed by GOP Ted Cruz's campaign AND it was so rife with Russian intrigue that Steele (former UK intel pro) went to the FBI, for free. So, yes Hillary "financed" it - after it was well under way AND the charge that the FBI had it "in" against DT is rebutted by the fact the FBI did little with the material initially.
22:00
Alexander Nix does not have a FB profile, I wonder why..., should we also switch it off?
maybe he just opted not to be found on the search results
we'll watch new episodes of "burn notice" in the news, just wait...
I guess anyone can be a marketing
rockstar when you steal 50 million Facebook users’ data.
This has been edited from the version posted 2 months ago. See my comment below from May 2017
He's trying to hypnotize the audience
Did you tell them you sold it from Facebook..?
This just sickning.... This can be be abused in the wrong hands and there should be a law against tech like this.
You left a word out, “against *using* tech like this”. This is why transparency and open source governance is important.
@@freedahlogic8368 So true!!!
how are my #digital asserts?
*This man committed an act of war.*
Notice how he behaves when they ask how he collected the data. A million people filled out a survey... My ass. Well caught
The Moneyball of elections.
This reminds me of my Senior year Systems Engineering classes at West Point.
I hate when someone speak for a audience and for online viewers and do not concern about SPEAK LOUD AND CLEAR INTO MICROPHONE!!!
CA worked for Donald Trump but not for Ted Cruz or Ben Carson? Might be taking too much credit here.
So we're having webinars with conservative goebbels now?
This is a year old? Fuck me.
Great question, from this guy about, are you happy to have elected who you did.
A toothpaste or Trump? Is there any difference genius!
cara de pau esse Nix deveria estar preso.
To the aspiring data scientists, don't forget ETHICS. Your humongous skills is nothing without morals.
Most insightful comment I’m the thread.
Spell check AI fails again. When is someone going to correct the spellcheck to at least ask before editing. At least teach it the word ‘were’.
At 26:00 an audience member asks Nix if he is "happy putting a misogynist buffoon into .... who is now fucking up our country?"
"A misogynist buffoon" Did Billy Bob Clinton get elected to a third term?
That audience member is the buffoon in the room! just look at him!
Nix is going to jail
I wonder what he's doing now, maybe just sitting on his wife's money? Or does he have another job?
He was just doing his Job! as we are doing ours. Dont we give our 100% at our jobs?
The other guys question is more personal and not technological.
Sure you can vote for a guy who kill dogs and eat them for breakfast.
Sure you can vote for a guy who would spend money on war than education.
Sure you can vote for a guy who had outside marital affair when he was in high school
All of the above may not look nice to hear, but if he is a legal candidate
then people have the right to choose to vote.
And if he won the election, he won the election, period.
His question should be gear on technology how to apply, invest and benefit out of it.
Why?
Listened to enough, it was people who voted for Trump not computer programs. Last I heard people have free will to vote or not, to choose a candidates right, left, or center. I recall President talking about something like this on the campaign trail.
DELETE YOUR FACEBOOK.
Loool the raging NPC crying about Trump winning was too good
Clearly he didn't bother to differentiate between voluntary and unwitting participation.
Well done Alexander. Looked quite tough and you did ok. ;-)
Guys, actually at 25.06 to 25.10 part of the video frame the crucial question was asked by the host to Mr Nix that all of us are asking now. How is the data of others are gotten, Mr Nix repeats “its volunteered”. The problem now is which aspect of the survey questions were actually volunteered? Were there other data which was taken from the user without their knowledge which are not for the purpose of the survey? Imagine how by gathering these un volunteered data one can dissect the narrative with lies, half truths or opiated views to influence the readers? This is especially becomes significantly important during polling season. Individual psychographics is a tool that is like a DNA of a person, taking it and using it against the people sounds like a crime. However, if these tools are used to cure mental health, improve policies it’s a wonderful tool. It’s all about how you use the tool e.g like a knife you can used it purposefully to cook or even to harm someone.
Now the whole world is fuming with this issue. In many countries policies are now a been very seriously considered to circumvent false news and limit social media companies to gather citizen data. However, not everyone like these measures because if you look at what is happening to the society in a greater view, people now are more engaged in politics, they are armed with better fact finding tools in the internet and now have better ways to check truths and half truths and fake news. Feeding individual voter with fake news about a certain candidate after knowing the voter’s psychology doesn’t really mean that candidate will lose or win in the poll. In fact the voter becomes more well informed about the candidate. The only question, is how much news out there about this particular candidate is true, half true or complete lies? Can there the voter forgive the mistakes the candidate has done in the past and look into the greater good or decide to change his/her views about the candidate completely or otherwise. It all depend on the voter’s discretion.
The only appalling thing is that technological can now play an important role in swinging the mindset of the voters and that social media companies have a huge responsibility to have a check and balance on where they should stand when it comes to important issues that deals with people lives. It’s true, that someone people have somewhat given up their mental state to these social media companies voluntarily but then it was given in the mutual trust and purpose fullness. These are crucial times of our lives, which we need to pay attention to what actually is happening around the world and make decisions.
We now know that research access was abused to build a commercial profiling model which now probably drives a lot more opinion than people like to believe.
th-cam.com/users/results?search_query=bbc+expose+of+alexander+nix
He totally looks like evil scientist from James Bond series. Real life villan.
Ooooh that smell
Can't you smell that smell
Ooooh that smell
The smell of lies surrounds you
This is an Orwellian company....they sell to the highest bidder. I friend of mine is harassed and stalked by them for over 5 years !
The footage of this guy in The Great Hack (Netflix) eerily resembles Ted Bundy’s trial footage in The Bundy Tapes.
Amoral at best. Bernais would be proud.
Facebook stock plummets 50% over night.
26:28
29:14
What an edgy guy.
CRIMINAL OF THE HIGHEST ORDER.
lol. Higher than murder and rape? hopefully youre not a judge or a lawyer in your country or else that wouldve been a disaster.
I bet this will be his last German Q&A. That was brutal. They must teach critical thinking skills in school over there we lack.
He answered them beautifully though! They were hard questions but I think Alexander did a better job answering those questions than the the questioners would've wanted.
Könnt Ihr die Videos vielleicht als Splitscreen produzieren, wo man auch die Slides sieht? So ist es recht schwer zu folgen. "As you can see on the right"... :)
Perhaps learn from his appearance in front of two governmental inquiries. If only ethics had given him a longer pause.
Tbh. I think most of it isn't as scandalous as it was made by the media. Sure, they got a lot of user data in illegal ways but everything else that made up the scandal is based on pure speculation. It's just about the realization that people with different personalities have different demands towards a product, service or party.
Habe ich das richtig verstanden? Herr Nix hilft Politikern, den Wählern zu erzählen, was sie hören wollen? Unabhängig davon, für welche Werte der Politiker tatsächlich steht? Ja, das ist Service...
Alter, gell ? lol!
Ganz genau. Das ist auch der Grund das Trump vor allem während den Wahlen und selbst jetzt noch, ständig die Meinung ändert. Grundsätzlich sagt er zu jedem Thema ich bin dafür und dagegen. Wer dann welche aussage zu hören bekommt ist der Job von Cambridge Analytica.
Beispiel Waffen Diskussion. Es sagt: "Lehrer bewaffnen", er sagt auch "nehmt gefährlichen Leuten die Waffen weg".
Man darf nichts glauben von dem was er *sagt* es zählt nur was schlussendlich im Gesetzt steht.
@@danielgmur6486 so very true. I had to translate but yes, he makes fir and against statements all the time and then those are just directed individual to the audiences who want to hear it. It works less well now that people know how easily he will throw anyone under the bus. What he did to Pence should have prompted the entire party to distance themselves from him. But no, even Pence backtracked :(
Excellent talk. Alexander Nix did a great job in explaining this subject matter. I especially like the way he handled the self-righteous male with his one-sided strong opinions about American politics.
that was our Thesis back in 2008-2010..
There is even a paper on the effect of matching the message to the user's personality from 2002. It's really not a new thing and probably going to be quite normal in a few years (the paper is called: Personalization and Personality: Some Effects of Customizing Message Style Based on Consumer Personality).
Lock him up
his days in freedom are very numbered!
Well that was a lie
Edward Bernays 2.0
Edward Bernays' uncle was Sigmond Freud. Edward Bernays' nephew is the co-founder of Netflix. Edward Bernays said that the best way to influence people is to create movies. The online platform today makes a killing showing movies? Netflix.
Congrats! I´m using Demographic and Personality Big Five in a research to automatically detect depression, PTSD and suicide ideation in Social Media. Psychographic is a new concept for me! Thanks a lot!
The virtue signalling was incredibly cringey. I did get a chuckle out the way he pronounced "mysogihnist", though.
Mr Nix ~ Eton's Evil Spawn.
How the hell this guy is still alive? He's literally kills millions with Cambridge Analytica. 😡😡😡
My sincere sympathy. I watch countries around the world that have fallen to a coup and can only imagine these tools have had a lot to do with that. I have lost a family member to covid disinformation and while I don’t think he is directly responsible for all of that I do think he created his model from stolen personality profiling data on fb, has used it to build a very advanced model and then sold that model on to others who have used it for information warfare. Ultimately though, I do think most humans are not malevolent and we will get through this and make sure there are hard boundaries around the use of personality profiling eg. A message which says “this post uses psychographic profiling. If you click to view your response will be recorded in this model” or something along those lines. We need an opt-in model which asks for explicit agreement *every time* until we agree to allowing it all the time.
XXI century Machiavelli
I am Psycologist and I love marketing and sales, Alexander Nix is my hero!!