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Data and Digital Marketing Debrief: Trump for President
Data and Digital Marketing Debrief:
Trump for President

Why Cambridge Analytica

Why Cambridge Analytica Starting from Scratch When we started on the campaign (second week of June)

Starting from Scratch

When we started on the campaign (second week of June) the Trump Campaign had no speakable data infrastructure.

No database of record

Many disparate data sources

No data science program (models)

No proper digital marketing apparatus

Research being done by up to 5 pollsters at one point

Any most importantly: No unifying data, digital and tech strategy.

being done by up to 5 pollsters at one point Any most importantly: No unifying data,

Audiences

Core Clinton CoreTrump Persuasion Deterrence Disengaged Disengaged Clinton Trump Deadbeat Clinton -0.2* 0.2
Core Clinton
CoreTrump
Persuasion
Deterrence
Disengaged
Disengaged
Clinton
Trump
Deadbeat
Clinton
-0.2*
0.2
Trump
Candidate preference
Disengaged Clinton Trump Deadbeat Clinton -0.2* 0.2 Trump Candidate preference GUN RIGHTS IMMIGRATION ECONOMY

GUN RIGHTS

IMMIGRATION

ECONOMY

Persuasion Digital Marketing: Process

Persuasion Digital Marketing: Process 1. Ingested data and audience profiles from the data team 2. Devised
Persuasion Digital Marketing: Process 1. Ingested data and audience profiles from the data team 2. Devised

1. Ingested data and audience profiles from the data team

2. Devised communications to best promote a story to these individuals

3. Executed digital ad buys across 30+ inventory sources delivering 1.5 billion impressions

Persuasion Search Advertising

Persuasion Search Advertising Search Query: Trump Iraq War Control The First Impression Search Query: Hillary Trade

Search Query: Trump Iraq War

Persuasion Search Advertising Search Query: Trump Iraq War Control The First Impression Search Query: Hillary Trade
Persuasion Search Advertising Search Query: Trump Iraq War Control The First Impression Search Query: Hillary Trade

Control The First ImpressionPersuasion Search Advertising Search Query: Trump Iraq War Search Query: Hillary Trade Go Negative on Hillary’s

Search Query: Hillary Trade
Search Query: Hillary Trade
Control The First Impression Search Query: Hillary Trade Go Negative on Hillary’s Positions and Expose Scandals

Go Negative on Hillary’s Positions and Expose ScandalsControl The First Impression Search Query: Hillary Trade Search Query: Trump Economic Plan Drive Traffic To

Search Query: Trump Economic Plan

on Hillary’s Positions and Expose Scandals Search Query: Trump Economic Plan Drive Traffic To Relevant Issue
on Hillary’s Positions and Expose Scandals Search Query: Trump Economic Plan Drive Traffic To Relevant Issue

Drive Traffic To Relevant Issue PagesSearch Query: Hillary Trade Go Negative on Hillary’s Positions and Expose Scandals Search Query: Trump Economic

Big Ticket Items

Big Ticket Items YouTube Mastheads Displayed different versions of the masthead depending on location of the

YouTube Mastheads

Displayed different versions of the masthead depending on location of the site visitor

Big Ticket Items YouTube Mastheads Displayed different versions of the masthead depending on location of the
Big Ticket Items YouTube Mastheads Displayed different versions of the masthead depending on location of the