Privacidade de dados no marketing: estudo de caso da Cambridge Analytica na eleição presidencial nos Estados Unidos em 2016

Abstract

This paper presents the case study of Cambridge Analytica, a company that acted as a partner in political campaigns, using mining and data analysis. The study analyzes the impact of the actions that were chosen in the 2016 US presidential election, of which the company had 5 million data points on all American voters and which were collected in large mass through the Facebook platform, to be used in strategic communication actions for the Donald Trump campaign. As methodology used: qualitative and exploratory research, case study, content analysis and interview. At the end it is observed that the obtained data brought insights and a competitive differential achieved after the data analysis. Because of this, decision making in marketing has become more assertive, which made it possible to carry out effective, assertive campaigns with a high probability of success for the Donald Trump campaign [resumo fornecido pelo autor].