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2017-02-01 Home Front: Politix
The Data That Turned the World Upside Down
Article describes the Big Data tools used by the Trump campaign.

The approach that Kosinski and his colleagues developed over the next few years was actually quite simple. First, they provided test subjects with a questionnaire in the form of an online quiz. From their responses, the psychologists calculated the personal Big Five values of respondents. Kosinski's team then compared the results with all sorts of other online data from the subjects: what they "liked," shared or posted on Facebook, or what gender, age, place of residence they specified, for example. This enabled the researchers to connect the dots and make correlations.

Remarkably reliable deductions could be drawn from simple online actions. For example, men who "liked" the cosmetics brand MAC were slightly more likely to be gay; one of the best indicators for heterosexuality was "liking" Wu-Tang Clan. Followers of Lady Gaga were most probably extroverts, while those who "liked" philosophy tended to be introverts. While each piece of such information is too weak to produce a reliable prediction, when tens, hundreds, or thousands of individual data points are combined, the resulting predictions become really accurate.

Kosinski and his team tirelessly refined their models. In 2012, Kosinski proved that on the basis of an average of 68 Facebook "likes" by a user, it was possible to predict their skin color (with 95 percent accuracy), their sexual orientation (88 percent accuracy), and their affiliation to the Democratic or Republican party (85 percent). But it didn't stop there. Intelligence, religious affiliation, as well as alcohol, cigarette and drug use, could all be determined. From the data it was even possible to deduce whether someone's parents were divorced.
Posted by Iblis 2017-02-01 12:48|| E-Mail|| Front Page|| [587 views ]  Top

#1 So it wasn't Putin - it was big data?
Posted by g(r)omgoru 2017-02-01 14:10||   2017-02-01 14:10|| Front Page Top

#2 How sad for these guys. I don't do the like thing on arsebook
Posted by Silentbrick 2017-02-01 15:06||   2017-02-01 15:06|| Front Page Top

#3 Facebook reminds me of the scene in, I think, the movie Brazil where the car drives down the road, and the road was one continuous wall of billboards. Beyond the billboards, wasteland.
Posted by swksvolFF 2017-02-01 15:22||   2017-02-01 15:22|| Front Page Top

#4 I don't do social media, never have. Guess I am not on the radar.
Posted by Spinesing Gray3122 2017-02-01 17:10||   2017-02-01 17:10|| Front Page Top

#5 No, but someone just like you is. And the ads tailored for that guy, will get your attention too.
Posted by rammer 2017-02-01 18:51||   2017-02-01 18:51|| Front Page Top

#6 Google's CEO was working with Hillary. No matter, Trump's puny big data turned out to be yuuge.
Posted by KBK 2017-02-01 22:36||   2017-02-01 22:36|| Front Page Top

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