(Mar 26): As the upstart voter-profiling company Cambridge Analytica prepared to wade into the 2014 American midterm elections, it had a problem. The firm had secured a US$15 million investment from Robert Mercer, the wealthy Republican donor, and wooed his political adviser, Stephen K Bannon, with the promise of tools that could identify the personalities of American voters and influence their behaviour. But it did not have the data to make its new products work.

Have a premium account? Sign in to continue reading.

Unlimited access to all stories from $99.9/year*

The latest reporting and analysis from business and investments to news and views on social issues.

Bonus:

  • Simultaneous logins across all devices
  • Instant access to past digital issues
  • Unlimited access to The Edge Malaysia
  • *For annual subscription plan only. T&Cs apply

Subscribe