Posted on 11/06/2017 7:51:11 AM PST by 2ndDivisionVet
A few weeks ago I met with, and interviewed, Alexander Nix, the CEO of Cambridge Analytica. His company has been credited with helping Donald Trump win the US Presidency. It’s also been associated with many other controversial political campaigns globally and accused by some of aiding the UK’s exit from the EU. He addresses all of these subjects in detail (a shorter summary is here).
The interview, which was recorded, was conducted in private at the IT Arena conference in Lviv, Ukraine.
The is the transcript of the interview, which was 50 minutes long:
Mike Butcher (MB): You think that digital advertising agencies have ‘got it coming’, such as the WPPs of this world. What do you mean by that?
Alexander Nix (Nix): Actually probably not digital advertising agencies because they’re more progressive. I’m really looking it at the old school traditional creative-led agencies. [For example] within WPP obviously Martin’s (Sorrell) has made a huge effort to pivot his business. He’s making a huge effort every day, acquiring 40+ companies a year, something like that. But when you look at the traditional approach to advertising, which is fundamentally driven by guesswork, albeit very intuitive and experienced guesswork… The advert I was thinking about is, do you remember the Cadbury’s advert of a gorilla playing the drums? I mean who could have known that that was going to be a national success? I mean, you’re telling me they went an opinion-surveyed 5000 people and then decided to make a gorilla advert? Of course they didn’t. They just ‘wing’d it’ and it happened to push people’s buttons and it was a great success. Well, that sort of advertising is going to be replaced by highly targeted, very personalized advertising, and that has to be data driven....
(Excerpt) Read more at techcrunch.com ...
I’m already getting this targeted advertising. I get ads for stuff I already bought. I bought an Ibanez guitar on line and now I get lots of ads for the same guitar. Lol.
He says that like it's a bad thing. LOL
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