Social media-derived psychographic data said to have been worthless, inaccurate
So much for the social media business model then:
The Trump campaign had tested the RNC data, and it proved to be vastly more accurate than Cambridge Analytica’s, and when it was clear the RNC would be a willing partner, Mr. Trump’s campaign was able to rely solely on the RNC.
Source: Trump campaign phased out use of Cambridge Analytica data before election – CBS News
Even a Cambridge Analytica data scientist said it did not actually work.
Which seems to blow up the entire Facebook business model, doesn’t it?