What digital marketeers and Drupal can learn from the Brexit campaign
summary
Argues the Leave vote wins by combining advanced data science with old‑fashioned canvassing: Cambridge Analytica builds detailed profiles from cookies pixels IPs and social data, generates 1 billion advertisements, and matches microtargeted creative to emotional triggers; volunteers print and distribute 70 million leaflets plus 46 million brochures, and 12,000 regular activists amplify messages that include deliberate falsehoods. Calls for Drupal to add robust personalization and recommendation tooling and notes some campaign code is public on GitHub.
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chapters (15)
- 0:00Start
- 1:32Let's look at the learnings from the brexit campaign
- 2:32How did the leave campaign win
- 4:30Who's your target audience?
- 7:07Focus on the most promising target audience
- 7:59back control
- 10:12Choose a shared ideal as an overarching message and stick to it!
- 10:31Creative concept is secondary to data
- 17:53Micro targeting is successful
- 18:41Digital alone is not enough
- 20:37Start hiring data scientists, not marketeers
- 21:081. Marketeers want to reach audience with a personal message 2. Drupal community needs to focus on the needs of the user
- 23:50THANK YOU
- 28:36Segment and build detailed profiles within the segments
- 29:33Cambridge Analytica
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