Top 10 Alexander Nix Quotes

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The idea of applying psychology or behavioural sciences to communication is not a new one. It's very old behavioural economics. If it gives you some additional insights - so be it.

Every day we have teams looking for new data sets.

Well, we'll look at the hundred thousand type A personalities, and then we'll have a look at the corresponding data points that we have on those hundred thousand people. We'll have a look at what attributes they have in common and then we'll build a model based on that.

The company started in the early 90s or late 80s. We were a behavioural science company. We didn't pivot into data analytics till 2012. So, all the data that we collected pre-2012, which was done by the British company SBL group, was collected through quantitive and qualitative research on the ground.

There's no question that the marketing and advertising world is ahead of the political marketing the political communications world.

The big mystery of Big Data is causation versus correlation.

Look, fundamentally the more you know about someone, the better you can communicate with them at a human level, or a mass-communication-advertising level.

We didn't do Brexit. We didn't get money for it. We didn't do work for it. We didn't sign a contract.

Success has many fathers and failure is an orphan.

I must emphatically state that Cambridge Analytica does not condone or engage in entrapment, bribes or so-called 'honeytraps', and nor does it use untrue material for any purpose.

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