What's behind the Trump-linked data firm that claims to know you
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New York
STANDING before political and business leaders in New York last autumn, Alexander Nix promised a revolution.
Many companies compete in the market for political microtargeting, using huge data sets and sophisticated software to identify and persuade voters. But Mr Nix's little-known firm, Cambridge Analytica, claimed to have developed something unique: "psychographic" profiles that could predict the personality and hidden political leanings of every American adult.
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