i
0\Political
AN OVERVIEW OF CAMBRIDGE ANALYTICA'S POLITICAL DIVISION
www.cambridgeanalytica.org
WHAT WE D0>
7 What We Can Do For You
12 What Makes CA Political Different?
CUTTING EDGE SOLUTIONS >
15 Behavioral Microtargeting™
16 RIPON
OUR EXPERIENCE >
Our US Work
Our Global Work
CA POLITICAL
Campaigns aren't what they used to be. Data
analytics is redefining the political campaign
landscape with the ability to break down
voting blocks into their constituent parts:
individuals.
Voter engagement will never be the same
again now that candidates, campaign
teams and political organizations have the
power to know not only what to say, but to
whom, how, when, and the channel through
which to say it.The success of both Obama
campaigns and the GOP's resounding
victory in the 2014 Midterm Elections were
made possible through approaches that
simultaneously maximized and personalized
messaging outreach.
CA Political's solutions help candidates and
campaign teams address the challenges and
capitalize on the opportunities presented
in this new environment. CA Political
brings specialist data modeling, 25 years
of experience at the forefront of behavioral
change and cutting edge technological
capabilities together in one innovative team.
This array of expertise enables us to offer
unparalleled audience targeting capabilities
and the means to put them to use.
At the heart of CA Political lies Behavioral
Microtargeting™, our very own proprietary
methodology that has proved critical in
helping campaign teams to understand
what motivates voters to turn out, and the
choices they make on Election Day. CA
Political segments target audiences based
on psychographic attributes, using advanced
scientific research and social analysis
methodologies to understand, measure and
influence voter behavior.
Erom data analytics tools to communications
support and a groundbreaking audience
engagement/campaign management
platform, we offer our clients a
comprehensive range of products and
services.
CA Political would not be the global leader
in data-driven political campaign solutions if
we did not understand that every candidate,
every race, every campaign team is unique. All
of our solutions can be tailored to suit client
needs and help them boost performance,
optimize existing capabilities and reach the
desired behavioral change.
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TURN MILLIONS OF DATA POINTS...
Conventional audience targeting campaigns segment voters by geography and use blanket
engagement strategies that show single messages and offer identical products and services to
every recipient.
It It It
It It It It It It
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ItHHit
It It It
Geographic View
A more sophisticated approach breaks voters down by demographics like age, gender and
family status. These broad categories, however, still lump together a wide mix of voting habits
and underlying personality traits.
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It It It It It It
It It It
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ItHitH
It It It
Demographic View
By combining geographic, demographic and psychographic data like personality traits,
behavioral triggers and voting intent, Cambridge Analytica can create a granular and highly
targetable votergraphic view of current and prospective voters.
It It It
it It It It It it
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It It It
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It It It
Votergraphic View
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...INTO TARGETED VOTER
ENGAGEMENT STRATEGIES
Cambridge Analytica models data from client partners, commercial vendors, social media and direct
qualitative/quantitative surveys to reveal hidden voter trends and behavioral triggers.
PINPOINTVOTERS
Current voter
m Opposition voter
Swing voter
Locate target groups of current and prospective voters.
UNIQUE BEHAVIORALTRIGGERS
AGREEABLENESS
CONSCIENTIOUSNESS
EXTRAVERSION
OPENNESS
NEUROTICISM
NEGATIVE I POSITIVE
Understand the individual behavioral triggers that will
prompt voters to act.
ISSUE-BASEDTESTINGFOREVERYVOTER
NATIONAL SECURITY
IMMIGRATION
ECONOMY
TRADITIONAL VALUES
GUN RIGHTS
HEALTHCARE
EDUCATION
48 . 0 %
46 . 2 %
31 . 0 %
29 . 3 %
26 . 7 %
16 . 4 %
14 . 0 %
Identify the primary products each target group cares about.
We segment individuals into clusters, creating rich voter profiles that can be mapped across the electorate. By
identifying look-a-like voters, we can effectively target prospective supporters.
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WHAT WE DO >
WHAT WE CAN DO FOR YOU
Cambridge Analytica offers a comprehensive, fully customizable range of services to help clients run the
most effective and efficient campaigns at local, regional, national and international levels.
DATA ANALYTICS & PSYCHOGRAPHIC FRAMEWORK
Our core offering consists of advanced data analytics and the creation of a psychographic framework to
help you gain increased insight and understanding into your target voter groups. The standard package
of services comprises:
• Briefing packs on predetermined target voter groups
• High level message creation guidance
• Channel advice
• Customized voter groups on request
Our Behavioral Microtargeting™ capability is based on an enriched voter file, developed using a
comprehensive range of election, consumer, lifestyle, social media, personality and other datasets.
Analysis of target voters can be presented according to demographic and other psychographic voter
classifications, broken out into a wide range of data points and grouped by personality traits.
We create advanced models that predict voter behavior in a number of different areas, ranging from
likelihood to turn out on Election Day to how they might vote on a specific ballot initiative or their
propensity to donate. This library of detailed information on all voters includes the suite of data
models below:
TURNOUT
PSYCHOGRAPHIC CLUSTERS
Groups based on likelihood to turn out to vote in
particular elections
Groups based on voter's personality traits and
demographic data
PRIORITY ISSUES
PERSUADABILITY
Groups based on voter's priority top-line issues
(eg. National Security) and nuanced views (eg.
National Security - Defending the border)
Groups based on voter's propensity to be
persuaded based on deep psychographic
profiling
PARTISANSHIP
EUNDRAISING
General Voter - groups based on propensity to
vote Republican, Democrat or for a third party
Ideological Voter - groups based on ideological
groups within a party
Groups based on potential to donate to different
parties, candidates, and causes
1 CONTACT STRATEGY
Candidate Model - groups based on propensity
to support a specific candidate(s)
Primary Voter - Clusters based on ideological
groups within a party and / or propensity to
support specific candidate(s)
Groups based on the most effective channels
(email, web advertisements, direct mail etc.) to
reach target voters and potential donors
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In addition to the core models previously described, CA Political can employ its array of capabilities to
enhance every aspect of your campaign through complementary services and products.
RIPON PLATFORM
RIPON is the optimal software platform designed and used by the CA team for voter data analysis and
engagement. This cutting edge campaign solution is presented at length in the following section of this
document.
CREATIVE SUPPORT
Cambridge Analytica's team of graphic designers, website architects and copywriters can provide your
campaign with a full range of communication collateral, from canvassing materials to web ads and direct
mail, all designed to appeal to your target groups of voters.
DIGITAL SUPPORT
Cambridge Analytica can provide support for all your campaign's digital needs. Online presence can be
developed or enhanced, from website through to social media, with support available for advertising
placement, traffic tracking, and direct engagement strategies.
Digital solutions offered by Cambridge Analytica
• Web hosting
• Security
• Website design and maintenance
■ Load and security testing
• Online donation management
■ Social Media management and analysis
■ Email management and analysis
include:
Advertising placement
Remarketing / retargeting
Traffic tracking and analysis
Clone universe creation
Audience Modeling
Audience segmentation and contact
ladder management
ISSUE RESEARCH AND MESSAGETESTING
Customized issue and message testing can be used to enhance the data analytics package.
New campaign-specific issues and messages can be designed and tested through telphone and/or
online surveys.This information can then be integrated into existing models or help form new models,
depending on client needs.
Telephone or online surveys can also be used on a ongoing weekly or monthly basis to update existing
campaign data. If needed, supersample surveys of over 20,000 respondents can be undertaken to produce
new customized models or completely refresh and remodel already purchased issue-specific data
analytics.
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OWN THE CONVERSATION
Put the right message in front of
the right person at the right time.
CAMPAIGN SUPPORT
The full power of the data and related insights can be employed through ongoing support and guidance
delivered in-house or remotely by our team of creative, data and political experts. Cambridge Analytica
has extensive experience embedding key personnel into client teams, ensuring that every campaign we
provide Behavioral Microtargeting™ data to will be able to use it to maximum effect.
Real-time campaign support services include:
• Analyzing psychological data, message test results, and identifying key target voter groups
• Developing, testing and refining campaign specific messages for the target voter groups
■ Assisting deployment of messaging through different media channels to target specific voter groups
• Providing assistance for roll out of Cambridge Analytica products across campaign timelines and
locations
■ Developing campaign-specific training materials
We work with each campaign to understand the existing skills and make recommendations on which
Cambridge Analytica staff would be best to embed within the campaign, and for what period of time. Our
teams typically comprise approximately three personnel.
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DONOR IDENTIFICATION & FUNDRAISING
Cambridge Analytica offers two donor identification and fundraising services, designed to upsell existing
donors and locate prospective future donors. They can be used to augment your data analytics package
or as a stand alone service.
Data modeling is used to create audience groups which can be ranked in order of potential return on
investment. These groups can then be microtargeted using multi-touch engagement campaigns.
Upselling Existing Donors:
We can add value to fundraising campaigns
by increasing the amount given by donors.
To do this we match the client donor list
to our database and use data modeling to
create political, issue, and personality scores
for each donor.
Optimal donors can then be microtargeted
with tailored messages via the most
appropriate media channel.
Identifying New Donors:
We can increase the impact of fundraising
campaigns by finding new donors.
We use existing client donor data to create
a look-a-like model which finds people
whose key characteristics are similar to
known donors.
They are then sent microtargeted messages
according to their political, issue, and
personality scores via preferred media
channels.
Campaign Requirements:
To ensure fundraising campaigns are in line with and maximizing the direction and branding
of the larger campaign, clients are requested to share branding guidelines, strategic goals, and
secure and confidential access to house membership and donor files.
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WHAT MAKES CA POLITICAL DILLERENT?
Other Data/CRM
Providers
C\
CAMBRIDGE
ANALYTICA
^ Most recent voter files for each state, county, or other voting district supplied by official electoral bodies utilized as the foundation of
individual voter records.
o
o
Datasets with individual voting history, exit polls, and other commercial information collated and consolidated.
o
o
Demographic, consumer and lifestyle data of your target groups collated and consolidated.
o
o
Behavioral data of your target groups collated and consolidated.
o
o
In-house processing of data to universal standards for easy use, record matching and application.
o
o
Accuracy of basic voter record ensured by cross-referencing against multiple data sources.
o
o
Accuracy of more complex and nuanced voter profiles and individual information ensured by cross-referencing against multiple data
sources.
o
o
TECHNOLOGY
N
Database referenced against voter files to create a simplified view of all data.
o
o
Custom technology for data storage and modeling for analysis of target populations.
o
o
Datasets stored on encrypted servers in a physically secure environment.
o
o
Infrastructure tested to guarantee capacity to meet high usage peaks leading up to Election Day in all target states.
o
o
Work alongside campaign managers for effective use of messaging and analysis.
o
o
Get voter data from any location.
o
o
See visual representations of predicted voter behavior.
o
o
Generate target voter lists based on partisanship, likelihood of voting, political issues and demographics.
o
o
Generate target voter lists based on unique psychographic profiles.
o
o
Use targeting to optimize direct voter contact through door canvassing, phone canvassing, direct and email.
o
o
Give campaign tasks to candidates, staff and volunteers.
o
o
Track progress against campaign benchmarks and KPIs.
o
o
Use simple data entry tools for any paper-based canvass sheets.
o
o
Upload legacy data or new canvass data into the platform.
o
o
Utilize vast amounts of social media data and overlay with voting records to enrich individual voter files.
o
o
Use online user data to optimize online advertising, PPG, and SEO and improve voter targeting.
o
o
/^X CAMBRIDGE
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Other Data/CRM
C\
Providers
CAMBRIDGE
ANALYTICA
ANALYTICS
Planning, design and execution of a multi-channel super sample within each target state.
O
o
Customized CA proprietary algorithms to model behavioral constructs within target populations.
o
o
Comprehensive quality assurance controls to verify sampling, data, and models.
o
o
Rigorous message testing within target audiences.
o
o
Scores on voter persuasion and GOTV on specific voter records for optimal campaign efficiency and voter targeting.
o
o
QUALITATIVE FIELD RESEARCH
N
Capture a wide array of voter narratives, experiences and attitudes.
O
o
Extract insight into local political nuances not otherwise discoverable by commercial data sets.
O
o
Explore the effect of group dynamics on responses to political stimuli.
o
o
Develop a list of possible key political issues to test for quantitative modeling.
o
o
Apply robust questioning to identify possible explanations of statistical trends.
o
o
Generate nuanced and locally relevant messaging concepts for large-scale quantitative testing.
o
o
Application of observational, sociographic, and ethnographic research techniques to log and better understand the daily lives, habits,
environments, and customs of target voter groups.
o
o
Conduct interviews with subject matter experts and local stakeholders to better understand local politics.
o
o
BEHAVIORAL & PSYCHOLOGICAL DESIGN
N
Peer-reviewed literature in social psychology, political science and data science used to shape cutting edge thinking and development of
psychometric profiling of target voters.
O
o
Custom psychometric inventories developed to identify key behavioral drivers in target populations.
O
o
Targeted behavioral outcomes tested rigorously to ensure accuracy of profiling.
o
o
Application of psychographic profiles developed from data analysis to target groups of voters.
o
o
MESSAGING &GREATIVE
N
Message concepts for target audiences developed and shaped by data analysis and psychographic profiles.
O
o
Creative concepts for various media outlets developed and shaped by data analysis and psychographic profiles.
O
o
Scripting for direct voter contact programs developed and shaped by data analysis and psychographic profiles.
o
o
Direct-to-voter messaging prepared using unique codes for each psychographic group.
o
o
GAMPAIGN ADOPTION,TRAINING & ONBOARDING
N
Messaging, creative concepts, and scripts field tested rigorously to demonstrate its effectiveness.
O
o
Pool of dedicated behavioral, messaging, and political strategy specialists available to campaigns, providing direct support on CA products
and services.
O
o
Work closely with the existing campaign to identify support needs.
o
o
Simple design in all products for ease-of-use including: data visualizations, mobile applications and targeting platforms.
o
o
Provision of training on CA products and services, including training on voter file administration, targeting strategy, psychographics, and
research-supported political tactics.
o
o
Integration into the platform of field test results and canvassing feedback to ensure greater efficiency and accuracy in the communication
of key messages.
o
o
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BEHAVIORAL MICROTARGETING™
The more you know about someone, the more you
can understand the best way to engage with them.
Increasingly, voters don't easily fit into the traditional
images of Republican, Democrat or third party
supporters.
Cambridge Analytica's behavioral microtargeting™
goes beyond demographics, enabling your
campaign to identify potential supporters
irrespective of where they live or any demographic
traits that may have led political parties to overlook
them in the past.
We use vast amounts of data, including consumer,
lifestyle, census, and voting history, in order to
construct advanced profiles of individual voters.
State of the art theoretical psychology is also used to
quantify voter personality and behavior, creating full
psychographic profiles for every registered voter in
the United States.
Our voter profiles also include detailed insight into
a target audience's likelihood to turnout to vote,
how persuadable they are, and the issues that are
most important to them.
These profiles provide campaigns with a complete
portrait of target groups, allowing you to better
understand your traditional supporters and also
identify and connect with new ones.
Our political messaging specialists help your
campaign craft messages that speak directly to
your target voters' unique personalities, helping
you to forge a connection with supporters that will
produce real electoral results.
Behavioral microtargeting™ represents the next
generation of voter messaging and mobilization.
BEHAVIORAL MICROTARGETING™ &
PREDICTIVE ANALYTICS:
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RIPONQ
ONE INTEGRATED CAMPAIGN TOOL
RIPON:THE FUTURE OF CAMPAIGNING
CA Political is introducing an innovative voter engagement and campaign management tool that lets your
team control all aspects of the modern campaign space.
As an integral part of our full-service package, RIPON provides a unique solution for positioning candidates and
campaigns more effectively and efficiently.
RIPON powers targeted supporter mobilization combined with real-time oversight from Campaign HQ.
With in-depth voter data and psychographic profiles available at the touch of a screen, powerful engagement
and fundraising strategies can be executed simultaneously.
RIPON's multi-platform connectivity ensures that managers always have access to core system features such
as GOTV, behavioral microtargeting, bulk SMS and canvassing. RIPON's suite of features also lets you control
campaign activities such as artwork, query building and scheduling, so every aspect of the campaign can be
optimized and perfected from one platform.
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RIPONB
STRATEGY FEATURES
ENHANCED VOTERFILE: Electoral Roll for your region that
has been rigorously cleaned, updated, and enhanced with
additional contact and political data.
PSYCHOGRAPHIC PROFILING AND DIAGNOSTICS;
Delve well beyond standard political messaging to
understand the underlying psychological motivators of
voting for each target segment.
BEHAVIORAL MICROTARGETING| VOTERFILE SCORES:
Accurate behavioral and political scores for every single voter
based on advanced statistical modeling techniques.
PRETESTED MESSAGING: Preloaded arsenal of highly refined
and scientifically tested messaging content optimized for
each target voter category.
APPLIED INTERVENTION STRATEGIES: Easy to understand
documentation on voter behavior research with clear and
actionable recommendations on how best to engage with
different types of voters.
CAMPAIGN ARTWORK: Use pretested artwork designed for
each voter segment so that every campaign communication
uses high-impact visuals with ad agency quality.
ONBOARDING NEW CAMPAIGNS: Help campaigns embed
the engagement tool into their campaign and help complete
data mapping for their tags and groups to meet individual
campaign needs.
CAMPAIGN DATA IMPORT: Work with campaigns to help
gather existing data, normalize it, and import it into their new
system.
MANAGEMENT FEATURES
TURF CUTTING/CANVASSING: Narrow down your targeted
lists to specific neighborhoods, walk routes, and streets for
optimal canvassing. Add instructions for canvassers and print
paper walk routes and lists.
ONLINE MARKETING/ADS: Create and optimize online
advertising through banners, Google, Facebook, apps, and
other websites.
S MESSAGE MANAGEMENT AND WORK FLOW;
Have suggested messages arrive at the campaign office
for approval and sending after a central campaign review
process.
SCHEDULING: Campaign scheduling tool with shared
calendar and calendar/email integrations with formatted
messages.
MANAGE MY TEAM: View your campaign team with a full
hierarchy. See team and individual performance, adjust
volunteer and user permissions, send e-mails and SMS
(text) messages to volunteers, and see full metrics on their
performance.
GAMIFICATION: Built in reward structures designed to create
a meritocratic campaign and encourage volunteers to go the
extra mile.
QUERY BUILDER; Build and run custom queries and searches.
Save them for later or share with others.
GROUPS AND TAGS: Build static and dynamic lists to assign
or tag electors; or for use in canvassing, emailing and phone
banking.
ENGAGEMENT FEATURES
Features require additional tailoring to fit individual campaigns
H PHONE BANKING: Create and schedule volunteer phone
banks, choose phone bank volunteers, and assign target
groups/locations.
AUTOMATED CALLING: Create automated phone calls with
interactive voice response technology to allow for mass
telephone messaging and surveys.
DIRECT MAIL: Create bulk mailings and prepare them for
printing locally in office, through a local provider or through a
trusted national bulk mail partner.
BULK EMAIL: Create individual or bulk email based on
targeted groups. Send email through trusted national partners
for optimal penetration and worry-free sending.
BULK SMS: Send single or mass SMS messages to target
individual voters or groups of voters.
GET OUT THE VOTE: GOTV live performance metrics, real-time
analytics, and visualization. Create campaign bus pickup lists,
schedule reminder phone calls, mark off voters that have
voted, and message through email, SMS, and social media.
SOCIAL BLASTS: Connectto Facebook,Twitter,and Linkedin
to post campaign messages through supporters and
volunteers.
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OUREXPERIENCl
US CASE STUDIES
Cambridge Analytica has managed several political research and communications projects in the United States, both
at national and state level. The following section will lead you through four case studies. Each one outlines the data
modeling and analytics services provided, as well as examples of the related creative materials.
NORTH CAROLINA GOP
CA Political provided modeled data and insights
on partisanship, turnout, issue importance and
personality profiles forThom Tillis in his race against
Democrat Kay Hagan.
COLORADO
CA Political was contracted by Colorado State
Senator William Cadman and the Senate Majority
Fund to support the campaigns of Republican State
Senate candidates in Colorado.
FOR AMERICA
CA Political worked with this major advocacy group
to increase turnout among Republican voters in
Nebraska, West Virginia, Minnesota, Washington,
Oregon, Colorado, Arkansas and Iowa.
BOLTON SUPER PAC
For the 2014 Mid Term Elections, CA Political was
contracted by Bolton Super PAC to undertake a
multi-state targeted digital advertising campaign
segmented by personality traits across Arkansas,
North Carolina and New Hampshire.
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CASE STUDY: NORTH CAROLINA GOP
THE BRIEF
CA Political was contracted to provide modeled data and data analysis on partisanship, turnout, issue
importance and personality profile for North Carolina GOP in the race between Republican Thom Tillis and
Democrat Kay Hagan.
TIMESCALE
The 2014 mid-term elections.
OUR WORK
Harnessing our unique data-rich voter file, we were able to accurately predict partisanship, turnout, issue
importance and build psychographic profiles for all voters in North Carolina. We produced clusters of voters
based on the modeled data to maximize campaign impact, which enabled the creation of tailored messages
directed at those audiences.
Following extensive analysis of registered voters early in the race, we identified national security as the top issue
among the majority of target voters in North Carolina. Targeting these groups, and capitalizing on Kay Hagan's
poor attendance at Armed Services Committee hearings, we were able to design and deploy messages tailored
to these audiences according to their particular psychographic profiles. This was done through a telecanvassing
program and a large scale direct mail campaign that demonstrably increased their likelihood of voting, and
voting Republican.
TURNOUT UPLIFT NC CALL PROGRAM
NOT CONTACTED
■ CONTACTED
100 %
80%
60%
40%
20 % -
0 % H ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ I
38% 43% 48% 53% 58% 63% 68% 73% 78% 83% 88% 93% 98%
PRE-CONTACT PREDICTED TURNOUT SCORE
Our telecanvassing program contacted 123,138 individuals, resulting in an increase in turnout of 12.57% among those called, which is
equivalent to over 15,478 voters.
RESULT
CA Political worked successfully with various organizations key to the success ofThom Tillis'campaign. Thom
Tillis won against Kay Hagan by two points, despite Nate Silver and the Washington Post predicting otherwise.
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CASE STUDY: FOR AMERICA
THE BRIEF
For America, a major US advocacy group, sought CA Political assistance to mobilize voters identified as less likely
to vote in Nebraska, West Virginia, Minnesota, Washington, Oregon, Colorado, Arkansas and Iowa, where they
wished to support conservative candidates. The client wanted to target Republican voters who had voted in
either the 2010 or 2012 elections, but not both.
TIMESCALE
The 2014 mid-term elections.
OUR WORK
The creative advertisement units were tailored to CA Political's behavioral models, were primarily issue-driven
and had strong calls to action reminding target audience members to vote. Using detailed audience modeling
techniques, CA Political created Internet banner advertisements based on the modeled salience of issues
amongst target groups. Some were issues of broad national significance, while others spoke to candidates'key
issues in their respective campaigns.
2014 WASHINGTON CD4 MIDTERM ELECTION
X CONTACTED
X ALL VOTERS
The red line represents a perfecl model, where aclual and predicted scores for each individuals are equal. Grey points represent groupings of
individuals with similar predicted scores. Red points represent individuals with similar predicted scores across the entire state or district who were
contacted during this outreach campaign.
In practical terms, this means that if a red point lies higher on the chart than a black point, the individuals contacted during this campaign
demonstrated higher turnout scores than their counterparts that were not exposed to targeted advertising.
In Washington, the difference between the messaged and non-messaged groups was up to 23%, equivalent to 4,941 votes.
RESULT
The online advertisements produced for our client performed extremely well. Average click-through rates (CTRs)
in North America are generally between .08% and .1%, and CA Political's most successful banner advertisements
for For America averaged .33% across all eight states.This is especially impressive when one considers that this
was achieved at a time of heavy online political advertising. Overall, CA Political was successful in increasing
turnout amongst previously low-turnout voter audiences: post-election analysis of voter turnout revealed an
average increase of 8%.
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CASE STUDY: FOR AMERICA
WEB BANNERS & ANIMATED GIFS
CA Political's social media advertisement campaign for For America adopted issue-driven messages to engage target groups identified within
our behavioral models. Strong calls to action reminded individuals amongst previously low-turnout voter audiences to vote.
Sample selection of more than 2,000 animated GIFs created by CA Political over the course of the campaign.
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CASE STUDY: SENATE MAJORITY EUND
THE BRIEF
CA Political worked with Colorado State Senator William Cadman and the Senate Majority Fund to support the
campaigns of Republican State Senate candidates in Colorado.
TIMESCALE
The 2014 mid-term elections.
OURWORK
The CA Political team designed and wrote copy for issue-specific mailers to be disseminated to target
populations according to modeled issue salience and psychographic profiles. For the first six weeks following
deployment, voters would receive one issue-specific direct mail product per week, with the focus shifting
towards the promotion of specific candidates and their individual selling points in the later stages of the
campaign.
After several state Senate candidates were attacked in opposition communications, CA Political designed a
data-led targeted communications plan that deflected criticism of local conservatives, and allowed candidates to
push back and reinforce their localist credentials.
In the final two weeks of the campaign, the CA Political team prepared GOTV mail pieces and lists of voters
identified as likely Republicans with moderate propensity to vote. The messaging on these GOTV mail
products was also formulated for specific psychographic profiles identified amongst the target population, and
emphasized the social importance of voting as well as issue-specific messages likely to influence voting behavior
amongst turnout targets.
These pieces are a small sample of the issue-specific direct mail pieces that were disseminated to target audiences according to our modeled
issue salience and psychographic profiles. Further examples overleaf
RESULT
The campaigns were victorious in three of five districts where CA Political worked, and the other two candidates
performed above the expectations set by local staff and CA Political's modeled data. These victories ultimately
gave the GOP control over the Colorado State Senate.
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CASE STUDY: SENATE MAJORITY EUND
DIRECT MAIL PIECES
PO Bck 181771,
Detiva,CO 80718
PRSRTSTD
US POSTAGF
PAID
WBS
BETH MARTINEZ HUMENIK IS RUNNING FOR
STATE SENATE
Bcifi Martinez Humcnik’s great grandparents escaped
war and gave up eveivlMrg they had to begin a better
life In rolnrado. Through hard worlt and dediration, they
beednie ArrerlLdn lI likensaiid [our geneidliurisIdler,
her family still resides in the state. Beth tnows the
opportunities this state offers and will work to secure
them tor future gaierations,
DREAM AGAIN
Beth Martinez I iumenlk believes that hard wotit Is the
key to success, hut she also knows that for many, the
struggleto meet basic needs means the American dream
is fading Deth Martinez Humenilt is determined to teep
thedream alive by restoring the foundations of a stable
economy, better educational opportunities tor our kids,
hrrsiness growth and Job riFotlon.
LEGACY OF LEADERSHIP
Beth knows about effective leadership, berving as a
elected council rrcmbcrln Thornton, Beth listened to
residents and fought for transparancy, accountability
and resident involvement in local projects. In the State
Senale she will bring lliibuxperienccdnd (.onllnue lu
be a strong artzocate, as YOUR pubiic servant
BETH WILL:
- Work with stakeholders to lircrove our schools
- Sland fci iiberly and common sense
- Advocate lor small txisinessesand good paying jobs
DrYc economic development In our State
COMMITTED TO COLORADO
m SENATE
*■“ ruajority Fund COMMITTED TO COLORADO
m SENATE
Majority Fund
Senate Majority Fund
PO Box 181771
DenverCO 80218
PRSRT STD
US POSTAGE
PAID
WBS
B l SENATE
N Majority Fund
Big game hunting is big business for our state.
Colorado's hunting Industry is worth close to a billion dollars a year and we have
the largest population of elk in the world.
Hunters from in and out-of-slale pay for Ihe majority ofwildlife maintenance and
thousands of businsssesarc dep^dent on them for their livelihoods.
Hunbnq Is part ofourway ofllfeand It maintains the lives of many Coloradans.
Laws to restrict gun rights have hurt business owners and an industry we depend
on for prosperity.
(DEMOCRAT) has done all of they can to curb your Second Amendment rights and
a crucial economic lifeline for our state.
(REPUBLIC ASI) will always support the use of guns by the law-abiding for hunting
and self protection,
COMMITTED
TO COLORADO senatemajorityfund.com
C\
CAMBRIDGE
ANALYTICA
24
CASE STUDY: BOLTON SUPER PAC
THE BRIEF
CA Political was contracted to carry out a personality-based digital advertising campaign with three interlocking
goals: to persuade voters to elect Republican Senate candidates in Arkansas, North Carolina and New Elampshire;
to elevate voter perceptions of national security as an issue of importance; and to increase public awareness of
the goals of the Bolton Super PAC.
TIMESCALE
The 2014 mid-term elections.
OUR WORK
By way of example, in North Carolina, one of the most strongly contested swing states in the election, CA
Political segmented persuadable and low-turnout voter populations to identify several key groups that could
be influenced by Bolton Super PAC messaging. Online and Direct TV ads were designed to appeal directly to
specific groups'personality traits, priority issues and demographics.
North Carolina Group 3: Psychographic profiiing findings showed that this mostiy femaie, younger group were highiy neurotic and most
concerned with the economy, national security and immigration. Advertising for Group 3 placed emphasis on the failures of the current
administration's national security policy. Post-election surveys revealed a statistically significant increase in the number of people who
identified'National Security'as their most important issue, a 34% increase versus the control group.
North Carolina Group 4: Psychographic profiling results indicated that this group was highly agreeable and conscientious, fairly evenly split
in gender. Top concerns were the economy and education. Advertising for Group 4 downplayed political conflict with the message that
"national security is something that should cut across political lines". The campaign also featured young children to position the issue of
national security as being for the good of family and society.
RESULT
GOP candidates were victorious in Arkansas and North Carolina and the Republican candidate did better than
expected in New Hampshire. The strongest results came out of North Carolina, which was arguably the most
competitive race of the mid-term elections. By adopting an entirely different approach from other campaign
groups, the Bolton Super PAC campaign was able to cut through the noise and deliver messages that had a real
impact in sending Thom Tillis to the United States Senate.
CAMBRIDGE
V./\ ANALYTICA
25
OUR GLOBAL EXPERIENCE
CA Political has been working in elections worldwide for over 25 years, becoming the leading company in data-driven
campaigning around the globe, supporting both incumbents and challengers in democratic processes on every
continent. Having worked in some of the most populous democracies in the world, as well as in some of the most
competitive political arenas, we know how to win elections.
Albania
Grenada
Moldova
St. Lucia
Antigua
Guyana
Nepal
St. Vincent
Bahamas
India
Nigeria
Taiwan
Canada
Indonesia
Pakistan
Thailand
Cayman Islands
Italy
Peru
Trinidad &Tobago
Colombia
Iraq
Philippines
United Kingdom
Cyprus
Kenya
Poland
United States
D.R. Congo
Latvia
Romania
Ukraine
Ethiopia
Libya
Russia
Uruguay
Gabon
Lithuania
South Africa
Zambia
Ghana
Mauritius
St. Kitts & Nevis
CAMBRIDGE
V./\ ANALYTICA
26
OUR HISTORY
Cambridge Analytica has been working at the forefront of
behavioral change communications for over 25 years. Developed in
conjunction with the Behavioral Dynamics Institute, our pioneering
research and communications techniques have been approved by
the UK Ministry of Defence and the US State Department.
gov.uk '■---Hf.---'
GET IN TOUCH
Find out more about how we can help you.
Tel: +1 (646) 892-9591
E-mail: info(S)cambridgeanalytica.org
www.cambridgeanalytica.org
CAMBRIDGE
V./\ ANALYTICA
27
C\Political
The News Corp. Building, Suite 2703, 1211 Avenue of the Americas, New York, NY 10036
UNITED STATES of AMERICA
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get out of everyone else's way. As North Carolina balancing the national budget and giving every
Speaker I streamlined the state government, one of us the freedom to prosper,
ditched red tape that gets in the way of growth,
and balanced the state budget.
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From: Sabhita Raju
Subject: Re: Trump Contract
Date: October 12, 2015 at 08:57
To: Julian Wheatland
I, AlexTayler
Alexander Ashburner Nix
Kieran Ward
James Hillier
Julian
A few questions and comments in the attached fo your consideration.
Perhaps the questions are already answered in the main contract and if so, fine, though it
may be prudent to repeat some of the definitions and restrictions in the appendix also.
If not, there needs to be clarification on what is being handed over to them, what data they
and CA own or have access to, some cautious caveats on the state of the national voter file,
as well as limitations on the volume of remote support to be provided.
Sabhita
Wheatland
Sent: 12 October 2015 14:34
To: Alex Tayler; Kieran Ward; Pascal Bugnion; Sabhita Raju
Cc: Brittany Kaiser; Alexander Ashburner Nix; James Hillier
Subject: Trump Contract
All
Trump contract is getting close to being signed. Please find attached latest version of services
and deliverables. Please note that, additional to what was previously discussed, we will have to
provide:
Twice monthly analytics reports on supporter and donor profiles
Ongoing analytics including segmentation of target audience groups across all states and
ongoing refinement of audiences using CA's proprietary methodology
A team of analysts selected and managed by CA will be available remotely to the Client to
refine and present analytics findings
This is potentially a significant extra resource requirement.
We have a 'spend' cap of $500k over 90 days and we only get paid for donations raised (100%
until costs covered and then 15% thereafter) and supporters registered ($1 per supporter).
I suspect the last two items may need some boundaries put on them. Thoughts?
Julian
DJTFP%20Servi
ces%2...R.docx
From:
Subject:
Date:
To:
Cc:
Robert Murtfeld
Re: Trump Channels
Mays, 2016 at 23:35
Matthew Oczkowski |
Brittany Kaiser
Thanks, Matt.
This is helpful. I know about Alexander and Corey Lewandowski since September last year. That's great regarding Rick Wiley and
Paul Manafort. Let's use your channel then as the primary channel and I will re-work Sam Clovis as mere soft background reference
(and not a channel).
Is that okay? Please confirm. Think of it as mobilization of the elder's chatter.
On a separate yet related note I was also introduced in Alexandria on Tuesday to a Michael Glassier contact.
His name is Brad Jones and he was interviewed last year by Glassier to join the Trump campaign (but Brad refused). Glassier joined
Trump in July 2015 as the National Political Director and is today Deputy Campaign manager. If there is use of the Brad/Glassier
contact let me know.
For Brad see: https://www.linkedin.com/in/bradle vci ones
Given the unstable nature of the presidential campaigns the more contacts the better it seems.
(I heard that Barry Bennett is soon out).
R
On 8 May 2016 at 23:01, Matthew wrote:
Alexander and I are circling and campaign manager and political director - rick wiley is making all decisions on this front and I'm
already in with him (for obvious reasons) -1 told him that we (CA) would work directly with him and Paul as to not go around him and
piss him off
Sent from my iPhone
On May 8, 2016, at 10:48 PM, Robert Murtfeld^^^^^^^^^^^^^^^^^wrote:
Dear both.
My contact requested some talking points for her call tomorrow.
I quickly drafted the attached tonight. I've put some generic yet encouraging information on CA into the one pager and I am
developing a section on international communications for Trump to have a second card to play. If helpful/wanted I can put int'l
corns first and CA second.
Any thoughts on the attached and/or internal follow-up on below would be great.
Do we have a contract in sight through the Scott Walker contact in the Trump campaign?
Best wishes,
Robert
On 8 May 2016 at 20:46, Robert wrote:
Thanks, Matt.
I am very happy if this is the case but this needs re-confirmation.
Alexander wrote me this morning:
-Forwarded message-
From: Alexander
Date: Sun, May 8, 2016 at 5:53 AM
Subject: Re: PRIVATE & CONFIDENTIAL
To: Robert Murtfeld
Thanks Robert
(1) I suggest you use your skills of persuasion to impress on Jan the quality of the work we did for CfP and how much
we can help Trump
(2) Thereafter, if she offered to introduce you to the Trump team, then you should accompany her and do your best to
pitch CA
(3) If I can help -1 am on standby, and might be coming to the US today...
A
Can you please elaborate by what you mean "we are all set with Trump"?
Thanks,
Robert
On 8 May 2016 at 20:41, Matthew wrote:
We are all set with trump - no other channels are needed. Sam is a field guy and wouldn't be helpful for what we do anyway.
Sent from my iPhone
On May 8, 2016, at 6:29 PM, Robert Murtfeld^^^^^^^^^^^^^^^^^^wrote:
Dear Matt,
I am writing as on my end an opportunity emerged for us to pitch through an intermediary Sam Clovis tomorrow.
Clovis is Trump's campaign co-chair.
I sought clearance for this from Alexander, which I received this morning whilst he boarded a plane for meetings in NY (I understand
that is through Steve Bannon). Brittany (in copy) stressed that you have an additional channel in Alexandria and I am keen to
coordinate that my channel reinforces yours and/or is pursued in addition without interfering in anything already achieved.
Can you give me a call on the number below when you have a free moment this evening?
Cheers,
Robert
Sent from my BlackBerry
<Talking Points for Jan.pdf>
Cambridge Analytica
Donald J Trump for President
Cambridge Analytica provided the Donald J Trump for President campaign with the
expertise and intelligence that helped win the White House, causing the biggest upset
in modem U.S. political history.
We identified key audiences and targeted them with the precise messages needed to
change voter beliefs and behavior, at the right time to win their support. All of this was
achieved at a fraction of the time and cost spent by our rivals.
It is this approach that is helping our commercial clients drive growth through better
targeting and more sophisticated messaging techniques.
Cambridge Analytica deployed three integrated teams to support the campaign:
research, data science, and digital marketing.
These teams included: PhD-caliber data scientists; seasoned strategists with experience
of presidential primary, congressional, gubernatorial and international election
campaigns; expert researchers; digital marketing strategists and content creators.
They worked seamlessly to deliver audience segmentation and marketing strategy
across fundraising, persuasion, and GOTV (Get Out the Vote) programs. Messaging
based on GA’s data insights was heavily tested, then deployed to the most persuadable
voters in key battleground states.
“There are no longer any experts except Cambridge Analytica.
They were Trump’s digital team who figured out how to win.”
Frank Luntz, Political Pollster
Campaign Components
1/2
Research
Internal polling was conducted continuously for reliable campaign monitoring up to
election day.
Cambridge Analytica delivered results on a daily basis through the final months of the
campaign, using rolling data to provide the most robust and responsive updates available.
Polling was tracked by state with a sample size of 1,500 per week per state.
We could assess state-by-state reactions to each event with minimal delay, monitor
rebound, and dig further into the data to understand any unexpected movements.
In total our polling sampled cl80,000 individuals across 17 battleground states, online,
by IVR and through direct phone calls. This information allowed Cambridge Analytica to
speak to voters in a way they would understand and respond strongly to.
What it Can Do for You
Our commercial clients also benefit from real-time monitoring. Small adjustments
are made on a daily basis, to ensure that our targeting and communication is the
most effective.
Data Science
Cambridge Analytica leveraged its data science and predictive analytics expertise to
build over 20 custom models during the Trump campaign.
These models identified policy issues, candidate preference, turnout propensity and
likelihood of voting early or absentee. Crucially, we identified the most persuadable voters
and targeted them so the campaign could convince them to vote for Trump over Clinton.
We also produced specific “Candidate Preference” models based on our survey data to
identify voters likely to support Donald Trump. These combined a multitude of different
commercial and political features, resulting in a more nuanced scoring of individuals. This
went beyond traditional voter partisanship, which our data proved was far less relevant
than in previous presidential elections.
What it Can Do for You
Using big data to predict consumer behavior helps our commercial clients to get a
glimpse of the future, now.
Campaign Components
2/2
Digital Marketing
The Donald J Trump for President campaign needed a digital marketing infrastructure
that could support all aspects of a presidential campaign, with a massive level of
advertising across fundraising, persuasion, supporter activation, and Get Out the Vote.
Cambridge Analytica activated its digital marketing team to set up the reporting and data
management infrastructure, handle media planning and strategy, and execute media buys.
The campaign was able to leverage our ecosystem of 30+ ad tech partners and within a
matter of weeks, have digital marketing capabilities on par with any corporate agency.
Our digital marketing efforts led to a large-scale marketing operation executing high eight
figure ad spend budgets and designing advertising initiatives to meet multiple needs
across the campaign.
What it Can Do for You
This expertise helps our commercial clients by allowing us to execute highly
complex campaigns with short lead times and incredible efficiency.
Timeline and Results Summary;
July August September Oetober November
Results
List Building, Fundraising
Event Promotion, Volunteer Recruitment, App Promotion
Persuasion
AB/EV
GOTV
• -
Collected 950,000 email addresses
Raised $26.5m
Promoted over 100 events
Drove 35,000 app installations
1.4 billion impressions across 4,000 ad campaigns
3% average favorability increase
79.7 million impressions
Drove a 2% increase in absentee ballot submissions
Campaign Highlights
Polling
Tracked by state with a sample size of
1,500 per week per state.
Total individuals sampled c180,000.
Predictive Analytics
Built 20 custom models identifying policy
issues of interest, candidate preference,
turnout propensity, likelihood of voting
early or absentee.
List Building
Collected 950,000 email
addresses, raised $26.5 million.
Event Promotion, Volunteer
Recruitment, App Promotion
Promoted over 100 events
Drove 35,000 app installations.
Pi
Persuasion
rOn
1.4 billion impressions across 4,000 ad
camoaians. 3% averaae favorabiiitv increase.
Get Out The Vote
79.7 million impressions, drove a 2% increase
in voters submitting absentee ballots.
Cambridge Analytica’s work informed campaign strategy and meant voters (who
might otherwise have stayed home) were reached in their own backyards. This
ultimately contributed to the extraordinary victory of Donald Trump in the 2016
presidential election.
We achieved this spectacular success against an opposition that spent at record
levels. We did this in less time, with fewer people, and on a much smaller budget. Our
streamlined, data-driven, end-to-end solution was rooted in science and consistently
innovative.
Cambridge Analytica enhanced the Trump for President campaign by understanding
audiences, redefining data analytics, and ultimately, changing the face of modern
campaigning.
Cambridge Analytica’s work on the Donald J Trump for President campaign is a clear
example of how our cutting edge techniques influence decision making in target
populations. We are now applying these techniques in the commercial sector, bringing
clients closer to their key audiences for improved returns on their marketing spend.
See how we can help you: info(a)cambridgeanalytica.org | +1 (646) 892 9591
London: 55 New Oxford Street
London, WCIA IBS
+44 (0)20 3828 7529
Washington DC: 1901 Pennsylvania Avenue NW
Suite 902, Washington, DC 20006
+1 (703)997-1812
New York: 597 5th Avenue. 7th Floor
New York, NY 10017
+1 (646) 892 - 9591
Make America Number One After Action Report
November 2016
cambridgeanalytica.org
Summary
Cambridge Analytica (CA) delivered data modeling, television targeting and placement, digital ad
targeting and delivery, list building, and polling to Make America Number One’s (MANl) project
“Defeat Crooked Hillary” (DCH) during 2016’s Presidential election. During that time, CA delivered
millions of ad impressions nationwide, with a special focus on New Hampshire, Pennsylvania,
Virginia, North Carolina, Florida, Ohio, Iowa, Colorado, Nevada, and Michigan.
Data Modeling
The primary effort of the data operation was to produce the Principal Audience (PA): the group of
voters modeled to be the most likely to be persuaded by advertising, and who accordingly received
the bulk of MANl’s messaging efforts. This was done by:
1. Constructing models predicting Trump and Clinton favorability using the survey data
collected by MANl
2. Extrapolating those models to all possible voters in the target states
3. Prioritizing voters by their likelihood to vote
This allowed MANl’s advertising efforts to be enormously efficient by not wasting money on voters
whose predispositions were such that persuasion messaging would not move their allegiance, and
not wasting ads on voters who are unreliable at best, and unlikely to vote at worst.
The figure below shows how the PA was defined for a particular set of Trump and Clinton
favorabilities. Voters who fall within the blue bar are voters within our PA. These voters are most
likely to be open to persuasion messaging chipping away at their enthusiasm for supporting Clinton,
or switching their vote to Trump.
The actual size of the audience can be changed at will simply by expanding or contracting the width
of the blue band in the figure. Generally, the audience was constructed to have about 9 million
people in it, although, frequently they were further sub-segmented.
Principal Audience
100
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o
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80
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2
60
o
>
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LL
40
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2
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20
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Trump Favorability Score
MANl: After Action Report
1
A wide range of techniques from modern predictive analytics were used in this process. The resulting
models proved to be quite accurate, both with respect to internal validations and subsequent ad
impact surveys demonstrating the effectiveness of messages on this audience. These models were
updated each time a new survey was completed and the PA changed accordingly. Additionally, the
data was scrubbed regularly during absentee and early voting in applicable states. Records of voters
who had cast their ballot in person, or returned their absentee ballot were matched against the PA.
Those who had successfully voted were removed for future message delivery and turnout efforts via
digital ads. This meant the 72-hour GOTV phase of MANl’s efforts were highly efficient.
While the PA determined who would be receiving messaging, the next step was to determine what
the messaging should be. Content was informed by a combination of Cambridge Analytica’s
in-house issue models, ad impact surveys conducted by the digital department, and issue polling
included in MANl surveys. These surveys are elaborated upon in the next section.
Polling
Cambridge Analytica conducted two target state surveys of registered voters, and two additional
national surveys intended for a better understanding of the electorate. A survey of target states
conducted in July of 2016 by MANl was also used. These surveys took a mixed method approach,
combining online and telephone (IVR) surveying methods and employing strict demographic quotas
to ensure a representative final sample. The data was then matched back to CA’s database in order
to precisely weigh the results. Weighing allowed us to control for sampling biases, method error
across demographics, and general election turnout propensity (via our general election turnout
model). Potentially biasing questions were placed at the end of the survey to avoid impacting
respondents and to minimize incompletion rates. All questions on candidate negatives were paired
with questions on positives so surveys appeared politically neutral overall, and would best encourage
honest responses.
The key objective in the target state surveys was to update the favorability models and to inform our
specific messaging. The questions informing ad content took two form:
1. Segment Creation: Questions on issues framed so as to identify individuals with strong
feelings one way or another. Responses could then be modeled and extrapolated to find
other like-minded individuals who may be more susceptible to a certain message, e.g. ‘Do
you feel healthcare has gotten worse in the last eight years?’. When modeled and
extrapolated, data collected on this question allowed us to identify an audience well-suited
to an attack on this issue. A second example is the question ‘Do you feel the system is rigged
by big money?’ According to responses, the majority of voters feel the system is rigged,
regardless of whom they support. Messaging based on this could be sent to the entire
audience rather than needing a tailored segment.
2. Motivational Messaging: Questions asking respondents how they felt about a potential
attack angle so that we could assess which areas produced more movement. For instance, in
the September MANl poll we were able to determine that all voters, regardless of
partisanship or ballot preference, were influenced by a Clinton corruption narrative. Thusly, a
majority of MANl’s messaging was corruption focused. Further, we were able to drill down
another level, asking how voters felt about Clinton after reading a statement about her email
scandal, and a statement about misdeeds at the Clinton Foundation. The results indicated
the statement about the misdeeds at the Clinton Foundation moved more Clinton supporters
away from her than the statement about the email scandal. This gave MANl a clear path to
dissuading Clinton supporters from voting for her by delivering ads attacking her
involvement with the Clinton Foundation.
MANl: After Action Report
2
Beyond modeling and advertising, we also computed a weighted popular vote breakdown across the
sampled states for each survey and estimated the likely electoral college results. We were able to
gain further insight by cross-tabulating ballot preference with responses to questions on voting
likelihood, qualities desired in a President, opinions on US politics today compared to yesterday,
candidate favorability, movement based on key issues, and broad demographics. As a testament to
this methodology, in our October poll we had Trump leading in NC, FL, and OH, which ran contrary
to many pundits’ opinions but was ultimately correct. This speaks to the power of being able to
weight polls based on individual characteristics that would be unknown to a typical pollster.
Digital Advertising
Overview
The Defeat Crooked Hillary digital advertising campaign was very successful in its ability to reach
and persuade undecided voters. Overall, ads were served 211,718,189 times, drove 1,433,331 users
to defeatcrookedhillary.com and 2016truths.com, and generated more than 25 million video views.
Our ads saw the most success on Facebook and Google Search and ad spend was reallocated
accordingly.
Throughout the campaign we ran several Ad Recall and Impact Surveys to measure the effectiveness
of our ads in persuading voters. These helped to test whether people in our target audience
remembered seeing our ads and whether the messaging had the intended effect (decreasing
favorable opinion of Hillary Clinton).
We found that most videos not only decreased the favorability of Hillary Clinton, but more
importantly they increased the intent to vote for Donald Trump.
The success of our campaign can be attributed primarily to the high percentage of users in our
principal audience that we were able to match online (approximately 66%) and the strength of video
and display creative.
Performance by Platform
Platform
Impressions
Link Clicks
CPC
CTR
Video Views
CPM
Spend
Facebook
81,094,069
429,699
$3.65
0.53%
23,632,775
$19.33
$1,567,263.27
TrueView
6,606,480
14,862
$14.81
0.22%
1,201,391
$33.33
$220,164.02
Search
8,070,862
238,069
$1.65
2.95%
-
-
$392,975.62
Pre-Roll Video
&c Internet
Radio
16,101,254
47,989
$6.46
0.30%
5,691,956
$19.25
$309,946.19
MANl: After Action Report
3
Display
95,771,411
682,630
$1.45
0.05%
-
$0.22
$21,003.09
Twitter
713,163
20,082
$0.37
2.82%
-
$10.45
$7,453.82
Snapchat
3,360,950
-
-
-
204,353*
$6.22
$20,900.00
Total
211,718,189
1,433,331
$1.74
0.68%
25,038,519.00
$11.77
$2,492,684.31
Facebook
Over the course of the campaign our ads were seen 81 million times, reaching 13.2 million voters, on
average more than six times each. Of those 13.2 million voters, more than half took an action (click,
like, comment, etc.) on our ads, higher than other successful campaigns. 9.84 million times users
viewed more than 10 seconds of our videos. On average users watched 20.4 percent of our videos,
more than five percentage points above similar campaigns. Overall, our ads drove 429,699 visits to
defeatcrookedhillary.com.
Video
Impressions
Reach
Freq.
lOs
Views
lOs
View
Rate
Link
Clicks
CPC
CTR
Spend
Do Nothing
6,250,663
2,270,711
2.75
1,079,5
83
16.59%
31,968
$4.15
0.51%
$132,579.03
NAFTA
5,158,057
2,080,126
2.48
529,648
9.75%
28,932
$3.43
0.56%
$99,186.21
Can’t Run Her
House
2,310,081
1,229,935
1.88
237,663
8.04%
13,025
$4.56
0.56%
$59,418.32
Equal Pay
6,716,760
2,062,332
3.26
946,799
18.12%
11,171
$12.21
0.17%
$136,404.48
Benghazi
3,729,888
1,853,954
2.01
650,286
19.71%
25,480
$2.54
0.68%
$64,776.33
SCOTUS-
Evangelicals
2,465,506
742,781
3.32
314,201
12.74%
9,689
$7.26
0.39%
$70,346.12
How To Lie
2,300,861
442,868
5.2
243,438
10.58%
-
$7,778.37
-
$54,448.56
FALN
2,353,011
454,780
5.17
263642
11.20%
-
$18,149.85
-
$54,449.54
NAFTAV2
615,368
331,201
1.86
107,113
17.41%
2906
$2.84
0.47%
$8,250.00
SCOTUS
4,657,418
1,792,089
2.6
637,720
10.10%
18168
$3.23
0.39%
$58,745.02
Shut It Down
1,660,268
971,520
1.71
296,643
17.87%
10457
$3.59
0.63%
$37,499.83
The Cut
1,691,831
1,012,334
1.67
333,300
19.70%
11023
$1.70
0.65%
$18,747.15
Obama-The
Game
3,062,342
908,024
3.37
400,038
13.06%
-
$7,223.28
-
$79,456.09
Bernie Never
1,492,966
1,153,878
1.29
338,421
21.18%
3914
$5.22
0.26%
$20,425.93
MANl: After Action Report
Had A Chance
Clinton
Foundation
Faiis on Equal
Pay
1,160,382
731,258
1.59
289,090
24.91%
2549
$2.14
0.22%
$5,467.00
A Danger to
National
Security
1,183,623
823,848
1.44
152,495
12.88%
12301
$1.69
1.04%
$20,785.04
Corruption is a
Family
Business
1,361,408
867,901
1.57
152,755
11.22%
13265
$1.76
0.97%
$23,290.34
Race of a
Lifetime
673,559
502,122
1.34
94,984
14.10%
2887
$4.06
0.43%
$11,728.21
The video titled ‘Can’t Run Her House’ was very effective in persuading women in our principal
audience not to vote for Hillary Clinton. After conducting an Ad Recall and Impact Survey we found
that the ad was especially effective in the State of Florida by increasing intent to vote for Donald
Trump by more than 8 percentage points.
The videos titled ‘How to Lie’ and ‘FALN’ were also very effective in persuading voters, with 7.7
percent and 7.8 percent respectively, increasing intent to vote for Donald Trump among users in our
principal audience. These videos were shown to a subset of our principal audience that viewed
national security as one of their top three most important issues.
When the video titled ‘SCOTUS’ was shown to our audience of evangelical voters, we saw little effect
in changing Hillary Clinton’s already high unfavorability rating. However, after conducting our Ad
Recall and Impact Survey, Evangelicals aged from 18 to 24 had increased their very unfavorable
rating of Hillary Clinton by 10 percent.
The video titled “Equal Pay” was very effective in decreasing intent to vote for Hillary Clinton and
increasing intent to vote for Donald Trump among women. It was especially effective with women
over the age of 65, with a 12.68 percentage point increase in intent to vote for Donald Trump. There
was a 6.6 percentage point decrease in intent to vote for Hillary Clinton among women aged 35-44.
TrueView
Our ads performed very well on YouTube’s skippable TrueView inventory with a completed view rate
(CVR) of 17.69 percent, higher than the standard CVR for political campaigns of 15 percent. Overall,
our videos were seen 1,201,391 times at a cost of $0.17 per view. This is on the high end for what we
generally see with political campaigns and increased as we approached the end of October. Because
of this, we shifted budget to Facebook and search where our ads saw better performance.
MANl: After Action Report
Video
Impressions
Link Clicks
Video Views
CPV
CVR
Spend
Bernie Never Had a
Chance
311,684
528
109,251
$0.09
35.05%
9,534.79
Clinton Fatigue
2,253,635
7,469
391,666
$0.16
17.38%
62,190.73
Corrupt and
Dangerous
839,593
1,324
147,489
$0.21
17.57%
31,614.60
DoNothing
1,613,437
3,652
358,501
$0.12
22.22%
43,261.13
Can’t Run Her House
29,143
35
4,868
$0.27
16.70%
1,327.71
Obama - The Game
37,564
24
5,930
$0.31
15.79%
1,832.61
A Danger to National
Security
167,639
194
21,302
$0.29
12.71%
6,184.12
Corruption is a
Family Business
249,714
239
37,687
$0.27
15.09%
10,321.55
A Race of a Lifetime
773,809
1,002
77,206
$0.45
9.98%
34,702.70
The Cut
330,262
395
47,491
$0.40
14.38%
19,194.07
The video titled “Race of a Lifetime” had the lowest video completion rate (CVR) of 9.98%. This likely
due to it’s slow start, whereas the video “Do Nothing” started very strong and had one of the highest
CVRs for 30 second videos at 22.22%.
Twitter
We ran two campaigns, one to grow our number of followers and another to promote key tweets.
The follower campaign generated 7,781 Twitter followers at cost of $0.79, on the low end for similar
campaigns.
Twitter
Impressions
Engagements
Cost Per
Engagement
Engagement
Rate
Followers
Cost Per
Follow
Spend
Let’s Stop
Hillary
Clinton
713,163
31,851
$0.23
4.47%
7,840
$0.86
$7453.82
MANl: After Action Report
6
Display
Overall our display ads drove 14,455 clicks to defeatcrookedhillary.com. Ads ran primarily in news
articles that mentioned Hillary Clinton. Such sites include: politico.com, drudgereport.com, cnn.com,
realclearpolitics.com, and cbsnews.com.
Display
Impressions
Link
Clicks
CPC
CTR
Reach
Frequency
CPM
Spend
Wikileaks
1,975,224
1,645
$2.69
0.08%
-
-
$2.24
$4,422.73
Do Nothing
22,551,748
11,468
$1.29
0.05%
-
-
$0.66
$14,834.94
Stop Hillary -
Sign Up
2,026,686
1,342
$1.30
0.07%
-
-
$0.86
$1,745.43
Search
Overall, our search campaign drove 238,069 visits to our landing pages and generated more than 26
million search impressions. Ads were delivered in key states and surely hindered the fundraising
efforts of the Clinton campaign. Many clicks to 2016truths.com came from users searching for
keywords such as: “Hillary Clinton” and “Hillary Clinton Campaign.” The keyword that generated the
largest number of clicks to 2016truths.com was “Hillary Clinton Emails” and to
defeatcrookedhillary.com “latest on Clinton email.” Combined, our cost-per-click was $1.65, which is
very low for this type of campaign. The strong performance of the search campaign can be
attributed to the high Quality Score (relevancy to a user’s search query) our ads received for the
keyword “Hillary Clinton.”
The ad that drove the most clicks read “Confused about Hillary’s past? Learn the truth.”
Search
Impressions
Link
Clicks
CPC
CTR
Avg.
Position
Top
Keyword
CPM
Spend
2016 Truths
6,780,239
214,615
$1.51
3.17%
1.1
Hillary
Clinton
Emails
$47.72
$323,579.71
Defeat
Crooked
Hillary
1,290,623
23,454
$2.96
1.82%
1.5
latest on
Clinton
email
$53.77
$69,395.91
Pre-Roll & Internet Radio
Our ads also ran on pre-roll, non skippable inventory across the web, utilizing platforms such as
Google’s Doubleclick Bid Manager, MobileWalla’s mobile ID solution, and Pandora internet radio’s
inventory in key states.
MANl: After Action Report
7
Ads ran on various news and related sites across the web, such as: foxnews.com, msn.com, cnn.com,
weather.com, and yahoo.com.
Pre-Roll
(Non-TrueView)
Impressions
Link Clicks
Video Views
CPV
CVR
Spend
Hillary Is Still Lying
1,619,552
356
1,268,627
S0.02
77.00%
$22,232.21
Clinton Foundation
Fails on Equal Pay
1,458,615
472
1,123,151
S0.02
78.33%
$22,226.58
Bernie Never Had A
Chance
411,446
103
438,989
SO.Ol
83.10%
$3,755.32
Mobilewalla
5,183,449
33,056
2,088,725
S0.06
40.30%
$117,035.53
Pandora - Audio
6,649,746
10,197
-
-
-
$16,269.52
Pandora - Video
778,446
3,805
-
73.67%
$128,427.02
SnapChat
Our SnapChat filter was available to users across the state of Pennsylvania on Election Day. The filter
was used by 204,353 SnapChat users and was seen 3,360,950 times. Overall, users engaged with the
filter 2,354,144 times across the state of Pennsylvania.
MANl: After Action Report
8
Michigan Impact
Thursday before Election Day, MANl secured a donation for immediate ad spend. Based on last
minute public polling numbers, the decision was made to invest that donation into 72 hour voter
turnout in Michigan. We went up with the top performing ads from other target states from Friday,
11/4 through Election Day. Over the first 48 hours, engagement on the videos skyrocketed to over
three million hits. Before Election Day even arrived, we had delivered 6 million impressions to
conservatives statewide, to encourage turnout.
Looking at the below graph of tracking polling made available to CA after Election Day, we can see
an important trend over the final days of the race. This graph follows indicated Trump support, with
the 0.0 indicating a tie between Trump and Clinton. As we can see from this trendline, Trump’s
support was affected by the 10/27/16 announcement by the FBI that they would be reopening the
investigation into Clinton’s secret server. It took two to three days for that announcement to saturate
and boost Trump’s numbers, before they started to fall down to -5. However, with our ads starting
on the afternoon of 11/4/16, you can see the same turnaround time leaving Trump tied to +1 on
Election Day.
We now know Michigan to be the narrowest margin of victory for Donald Trump; 47.6 percent
Trump / 47.3 percent Clinton according to the New York Times. If MANl had not made the final
GOTV investment in the state, we can reasonably argue Trump would not have achieved his historic
victory in Michigan.
Trump Clinton Poll Margin
MANl: After Action Report
9
Creative
Over the course of the election cycle, from July to November, Cambridge Analytica produced all of
the creative behind Defeat Crooked Hillary’s ad campaigns. In that five month span, 14 different ad
campaigns were run, each including a minimum of 12 creative pieces, totaling over over 170
individual ads. These ads were distributed by the CA digital team and were interacted with by tens of
millions of users online.
Along with standard digital ads, CA also designed and sent out personalized email campaigns,
advertised on Snapchat, Twitter and Facebook, and designed infographics to clearly display our data
models to the press, and donors.
CA was also responsible for running the shareable creative pieces behind the Super PAC’s multiple
social media accounts in order to organically attract new activists, users and donations. In this effort,
CA designed 48 unique graphic images for each social media account which received tens of
thousands of online interactions.
In addition to advertising and social media, CA was responsible for the design and management of all
three websites linked to the Super PAC; Defeat Crooked Hillary, 2016 Truths and Save the Supreme
Court. These websites were designed and targeted to very specific audiences and were each
managed accordingly. Defeat Crooked Hillary served as the main, overarching website where people
could interact directly with the Super PAC, learn about our messaging, donate and more. 2016
Truths was designed specifically for individuals that were interested in fact-checking Secretary
Clinton on debate nights. When users Google searched “Hillary Clinton” and other Clinton terms, the
2016 Truths site was one of the first to appear. Save the Supreme Court was built to educate voters,
especially conservatives and Evangelicals, on the effects a Clinton Presidency could have on the
SCOTUS and inevitably encourage them to cast a ballot against her. All of these sites were incredibly
successful (see above digital metrics) in those efforts and each helped gather user information for
remarketing campaigns, and email signups for MANl call-to-action and donation conversion.
Below are examples of the design work that was completed by CA in the form of digital ads, organic
graphics and website development.
MANl: After Action Report
10
MANl: After Action Report
11
ABEV Test
During the second week of Early Vote, CA created a segnnent fronn our principal audience of previous
absentee or early voters who had yet to cast their ballot. We targeted this segnnent with Facebook
display ads chasing their vote with variations of “Vote Now” static ads. Overall, we reached 638,847
AB/EV voters in key states more than 6.15 times each.
While this test was intended to give us insight into the effectiveness of different messaging
motivators, we only reliably found a higher likelihood to vote amongst the segment who received
these additional advertisements. Moving forward, revisiting this test could be worthwhile to pinpoint
what type of language and/or graphics encourage voter turnout, specific to demographic,
geography, and personality type.
List Building and Organic Audience
Building a loyal and interactive presence on social media was key to MAN I’s success in reaching and
influencing as many potential voters as possible. Cambridge Analytica’s (CA) digital and creative
team built a Twitter profile, Facebook page, and YouTube account that effectively and organically
interacted with and influenced tens of millions of Americans.
The creation and regular usage of the Defeat Crooked Hillary (DCH) social media accounts gave
MANl a channel to directly communicate their message and develop a strong, organic presence
online. Each account was utilized to further MAN I’s goals across a more diverse landscape in a
non-formal and sharable way. These channels also allowed CA to outsource MANl’s messaging for
distribution to those most passionate about the cause.
On Twitter and Facebook, the production of nearly 1,000 posts enabled the accounts to reach
millions of Americans. These posts were specifically designed to persuade followers to take action,
educate them on current happenings of the campaign, promote MAN I’s content and campaign
rapid response.
Utilizing Facebook, CA garnered a substantial following for the DCH page and gained a valuable
source of imparting MANl’s messaging. With over 50 million people reached, millions of post
engagements and tens of thousands of “Likes”, the page enabled MAN 1 to directly engage
individuals on a channel they use to gather and distribute messaging daily.
CA’s digital and creative team also employed the handle “ (S)HillarvsCrooked ” on Twitter to
accumulate over 1.5 million impressions, 20,000 Retweets, 22,000 likes, and more than 8,400
followers.
MANl: After Action Report
12
The addition of a YouTube account enabled CA to post advertisements produced by the Super PAC
online for easy access. DCH’s YouTube account gained 1,100 subscribers and its’ 35 videos received
over 3 million viev/s. Partnered with the 24 million views received from sharing the videos on DCH’s
Facebook and Twitter accounts, the videos received almost 28 million views online alone.
A major contribution to the effectiveness of MANl’s social media presence was CA’s team closely
monitoring the status and actions of the Clinton campaign and election in order to react in real-time.
As news broke, followers and viewers were quickly provided updates and information from MANl’s
social media accounts, thus legitimizing the channels.
The effort, effectiveness and precision of the CA team was demonstrated by their preparation and
swiftness of response to the happenings of the campaign. During times of optimal traffic, CA was
prepared to break through the increased levels of user interaction to maximize the reach of the
SuperPAC.
For each Presidential and Vice Presidential debate, debate documents were drafted in advance that
included nearly 100 pre-made posts, graphics and gifs specially tailored to react to topics of
discussion and target our audiences during a time of high social media usage.
Throughout the campaign each account showed continued traction and reach due to the constant
maintenance and efforts of the CA team.
Email Test
Cambridge Analytica uses psychographic profiling (i.e. personality scores) to specifically tailor
advertising to a person or group of persons. Tailoring advertising to an individual’s specific
personality should drive behavior to a greater extent than generic messages. Using CA’s national
database of donors, we were able to match MANl signups to their corresponding personality, and
tailor messaging directly to them to test open rates, conversion of donors, and call-to-action.
This approach is based on decades of research in personality psychology with a special emphasis on
the so-called “OCEAN Big 5.”
In brief, the OCEAN Big 5 model suggests that human personality is made up of five major domains
(the first letters of which spell out the acronym OCEAN):
Openness: a measure of the degree to which people enjoy new experiences
Conscientiousness: degree to which people prefer plans and order
Extraversion : degree to which people enjoy being with others
Agreeableness: degree to which people put others needs before themselves
Neuroticism : a measure of a person’s emotional stability (or lack of stability) and
propensity to worry.
MANl: After Action Report
13
Each person has a personality that is a hybrid of each of these domains. Knowing a person’s
personality score provides insights into the kinds of messaging to which he or she might be
especially receptive.
With this in mind, Cambridge Analytica ran two email campaigns with different types of personality
based email subject lines. In both cases, subject lines were developed specifically for individuals with
high scores on the neuroticism domain.
In the first email message, a subject line was developed which was designed to appeal to people with
high neuroticism scores. Specifically, the email subject line was designed to be reassuring to people
who ordinarily might have a propensity to worry. The subject line read:
Preserve Freedom and Overcome Hillary’s Candidacy
This subject line was sent to some people with high neuroticism scores and some people without
such scores.
As expected, the email with the tailored subject lined produced 20% better open rates when sent to
people with high neuroticism scores than than when it was sent to people without high neuroticism
scores.
In the email campaign, three types of email subject lines were sent to people with high neuroticism
scores. Some suggest of the subject lines were designed to be reassuring (e.g. “Calm the storm, stop
Hillary") , some were designed leverage a fear appeal (e.g. “Electing Hillary destroys our nation”), and
some were generic (e.g. Information from Make America Number 1).
Overall, the fear based email subject line produced the best results. The fear based subject line
resulted in 10% more email opens than a generic message, and a nearly 20% larger open rate than
the reassuring subject line.
These email campaigns demonstrate the effectiveness of psychographic profiling for enhancing
email marketing campaigns.
Television
Four major television buys were placed over the course the DCH.
1. Cut, 10/9
2. Can’t Run Her House (Michelle Obama Ad), 10/24-11/1
3. Race of a Lifetime (Drugs Ad), 10/24-11/1
4. Questions, 11/2-11/8
‘Cut’ ran for one night, during the second Presidential debate, in Ohio and Pennsylvania. The goal
was to reach a maximum number of Principal Audience households, within our budget. ‘Cut’
bracketed the debate running either directly before, or directly after, depending on the exact station.
The ad delivered 1.5M impressions in its’ one night.
‘Can’t Run Her House’ ran for two weeks in Florida. The buy was placed following an Ad Recall and
Impact Survey conducted by CA. The survey indicated the ad moved women away from Clinton,
MANl: After Action Report
14
swinging Clinton’s unfavorables by nearly 16 points among some demographics. Using this data, CA
isolated persuadable women in FL based on the Principal Audience, then selected the networks -
cable or broadcast - and carrier (Comcast, Charter, etc.) to best serve ‘Can’t Run Her House’ to these
audiences. The Communications team at both MAN 1 and CA worked together to place multiple
stories about the buy and the metrics behind it. MANl even drew a Cease and Desist from the
Clinton campaign, a true sign of the effectiveness of this ad.
‘Race of a Lifetime’ ran for two weeks in Florida. The buy was placed in the Panhandle, in high
density conservative areas. Similar to the above, CA used the Principal Audience to isolate regions
where high Republican turnout is imperative to the outcome statewide. ‘Race of a Lifetime’ and
‘Can’t Run Her House’ ran during the first week of Early Vote. Panhandle was delivered to nearly 1.6
million voters.
Expenditure
MANl paid CA a total of $5,593,648. Of this, $3,868,714 - roughly 70 percent - went to delivering
messaging directly to voters with the remainder going to overhead. Overhead included the retainer,
the Evangelicals data acquisition, and the polling conducted by CA.
Retainer and data: $1,377,934
Digital Ad Delivery: $2,534,657
Television Ad Delivery: $1,211,072
Web Development: $12,985
List Building: $110,000
Polling: $347,000
Conclusion
MAN 1 set out to run a highly targeted, data driven, financially transparent Super PAC. This ambition
alone, set it apart from other groups, both past and present. The ability of the organization to move
quickly in drafting creative, placing ads, and measuring impact made MANl an elite and imperative
component to Donald Trump’s success and Hillary Clinton’s ultimate demise. The entire MANl team
should take confidence in the knowledge that we did work other groups and individuals were
unwilling to do in defeating Hillary Clinton.
Looking forward to the 2018 and 2020 elections, MANl still serves a purpose by collecting, and
refining data for use advancing policy and directly advocating for or against candidates.
In the event MANl remained operational, our recommendations are to heavily invest in Hispanic
data collection through survey research, third party data scraping, and digital targeting. The Hispanic
portion of the electorate is only growing, and for Trump, or any other Republicans, to be successful
in the future, understanding the messaging and targeting of Hispanic voters is paramount. We
additionally suggest investing in voter registration efforts in states like Michigan, Nevada, Colorado,
Arizona, New Mexico, and Texas. While some of these states voted for Trump, the margin of victory
for conservative candidates is shrinking as years go by (Texas and Arizona) while other states have
seen a demographic shift that is moving them out of the ‘swing’ state column to a safely blue state,
making national success more challenging for candidates down the road.
Additionally, using what we learned about targeting, the principal audience, and messaging MANl is
well positioned to lean into Trump policies, and the policies of a majority Republican Congress and
Senate. Advancing these policies, through direct messaging to voters lays the groundwork for a
MANl: After Action Report
15
Trump reelection, and down ballot success for years to come. We recommend continuing with the
above methodology of drafting creative, delivering it to a principal audience, and measuring its
impact specifically centered around the policy initiatives of President Elect Trump.
CA
Cambridge
Analytica
Washington DC: 1 Wales Alley, Alexandria, VA 22314
Tel: +1(703)997- 1812
New York: 597 5th Avenue, 7th Floor, New York, NY 10017
Tel: +1(646)892-9591
London: 55 New Oxford Street, London, WCIA IBS
Tel: +44(0)20 3828 7529
E-mail: [email protected]
Website: www.cambridgeanalytica.org
Registered in America at Corporation Service Company, 2711 Centerville Road, Suite 400, City of Wilmington, County of New Castle, Delaware, 19808. The content
within this document is proprietary data and business confidential in nature. The use of any information contained in this document, (i.e., the charts, graphs, tables,
text and diagrams) for any reason other than the evaluation of the capability of Cambridge Analytica and its partners’ technical and business capabilities, without
the written permission of Cambridge Analytica, is strictly prohibited. Any analysis data enclosed in this document shall not be disclosed without the consent of the
company’s principals and shall not be duplicated, used, or disclosed - in whole or in part - for any purpose other than to evaluate Cambridge Analytica's capability to
perform the functions and services described in this document. All original content in this document is © Cambridge Analytica, 2016.
MANl: After Action Report
16
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B^niQ 5!!
From: Matthew Hunter
Subject: Re: Questions on the TTV Proposal
Date: November 19, 2015 at 09:31
Van Etten
Cc: Brittany Kaiser Pascal Bugnion AlexTayler
Alexander Nix
Thanks for the update. Will touch base next week.
M
On 19 Nov 2015, at 10:25, Todd Van wrote:
Hi Matt,
No updates here. We've sent the proposal and recommendations to the client, but I think they're still
hammering out the funding details. We have weekly calls with them and nothing came up on Monday
—I'll be sure to ask for an update on next week's call.
Thanks,
Todd
<319682B6-644F-4011-
9460-
7CC059BlF4D2[22].png>
Todd Van Etten
Chief Digital Strategist, The Herald Group
H u nte r" >
Date: Thursday, November 19, 2015 at 10:19 AM
Pascal Bugnion
Subject: Re: Questions on the TTV Proposal
Todd:
Following up on this from last week I wanted to check in to see if you needed anything else from us or
if you have heard feedback from the NRA. Let me know if we can be helpful.
Matthew
Matthew Hunter
TA ramhrirIcTP Analutira
This email is confidential and may be privileged. If you are not the intended recipient or have received
this email in error, please notify the sender immediately and delete this email. Any unauthorized
copying, disclosure or distribution of the material in this email is strictly forbidden. Please note that
any views or opinions presented in this email are solely those of the author and do not necessarily
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Please consider the environment before printing this e-mail
On 13 Nov 2015, at 09:36, Todd Van Etten wrote:
This is great, thanks for all your help. I'm compiling a memo to the client now, and hope to send it off
today. I'll let you know if there are any other outstanding questions.
htt p s: //docs.google.eom/document /d /l-nYPDoGI0EWRE7 FZ9JzHaJaV6DiOkbJLvAXdt aRPS/edit?
us p=sharing
Thanks,
Todd
<319682B6-644F-
4011-9460-
7CC059BlF4D2.png>
Todd Van Etten
Chief Digital Strategist, The Herald Group
Ka i se r
Date: Wednesday, November 11, 2015 at 5:51 PM
>, Matthew Hunter
Subject: Re: Questions on the TTV Proposal
Dear Todd,
I just wanted to chime in here since it is almost 11PM in London and I am still in the NYC office.
Pascal or Alex please add anything below once you are back in the office tomorrow:
\/ _
.1_
_I
_l_ 1_
1. res, tnese supporter numoers are oasea on past researcn, out aiso current researcn, as we
have a minimum of 30,000 people completing ongoing issues-based surveys per month, every
month, probing nuances in their interest in gun rights, which makes our models more and
more accurate every month.
2. These supporter numbers are therefore obtained from accurate modelled data, which
identifies at least 100 of the most important variables that are predictive as to whether
someone supports gun rights.
3. Unlike i360, we do not only understand if someone is supporting the second amendment, but
we know WHY, as our surveys ask the respondent's reasoning to be interested in gun rights,
such as: the right to bear arms, right to self defence, right to hunt, against federal government
background checks, against assault weapons ban, etc (elaborated in the attached document)
I hope that helps! Alex and/or Pascal can jump in tomorrow with any further details.
Best wishes,
Brittany
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PROJECTS MEETING TUE, 01/03/2016
Alex Tayler ^
Subject: Fwd: Data Sources
Date: February 17, 2016 at 08:39
Brittany Kaiser
.Forwarded message-
From: "Matthew Oczkowski"
Date: 8 Feb 2016 14:37
Subject: Fwd: Data Sources
To: "Alex Tayler"^^^^^^^^^g
Co:
For us to discuss on our call today.
.Forwarded message-
From: Tom Bosch
Date: 2 February 2016 at 11:47
Subject: Data Sources
To: Matthew Oczkowski
Co: Sherra McGowan NRRI^^H
Dear Matt,
Great night for your Cruz team in Iowa - congratulations!
My apologies for the delay getting back to you on the data we have been discussing - but
attached please find a description of our movers, social media and "people and their work" data.
We have a number of ways we can apply this data with you - it's just a matter of deciding what
would benefit your data and clients the most. Beyond what is included in the attached - we
continue to have very large scraping capabilities.
One thing that I think might be interesting for Cruz in the upcoming states is our poll watching
app. In particular, the poll watching app can be used as a "whip" tool / i.e. means to count votes
as people show up for caucuses in particular - and inform the rest of the Cruz data environment
in real time. The concept of using it as a "whip" device was actually Wiley's idea and we
reconfigured that app to support it for Walker.
I am planning to come down the week of the or 22^'^ - hope we can get together then.
Thanks,
Tom Boschwitz
BRIDGETREE
I — - - --I
www.bridgetree.com
This correspondpnre and any files transmitted are confidential and/or privileged information. Thf information is intended solely for the us - of the indiviiin ;
Or ent'-V to .•. horn it is adrlrrs-ed. yoi.i ere not the intended recipient you ■•re hereby notifies' my dissemination, distribution, copyiop, other nse of, or
of 'V action in reliance on this email is strictly prohibited, i" v- ' I’”'- - recci-veO this email communication in error, please notify the sender immediately ane
iroi": yoi r
Bridgetree Data
Source...Zdoex
BRDGETREE
DATA I ANALYTICS I WEB I MOBILE I LOGISTICS
Bridgetree is a data, analytics and applications company based in Fort Mill, SC. Our client base includes top
brand companies in retailing, financial services, consumer products, entertainment and politics. Most of our
work involves operationalizing data - meaning client data (from first and second party sources) is brought
together, organized, improved and presented for day-to-day operations.
While Bridgetree does not generally originate data, we have built specialized datasets for clients. They are
most frequently focused on reaching people at particular life stages or to enhance existing data by providing
unique data components to better understand their customer.
For the purposes of Cambridge Analytica's political work, the following Bridgetree datasets provide unique
perspective on voters - during key life stages (moving), social media interests (Facebook) and work life and
academic background (Linkedin) and community involvement (chamber of commerce).
Here is an overview of each data type:
MOVER DATA OVERVIEW
Description
Approximate
Quantities
Cost Per Record
NAME AND HOME ADDRESS
400,000
Per Week
$0,080 Base Record
OPTIONAL APPENDS
Fill Rate
PROPERTY VALUE
80%
N/C
PREVIOUS ADDRESS
ENABLES DEMOGRAPHIC & POLITICAL HISTORY APPEND
35%
$0.0075
PHONE
N/A
EMAIL
7%
$0.06 Per Match
NAME BUT NO PHYSICAL ADDRESS, EMAIL OR PHONE
90 Million
$0.0125 Per Base Record
FACEBOOK DATA OVERVIEW
DESCRIPTION
QUANTITIES
COST PER RECORD
NAME AND HOME ADDRESS
7.7 Million
$0,084 Base Record
PHONE NUMBER*
4.2 Million
$0,025 Per Match
EMAIL*
2.1 Million
$0.06 Per Match
NAME BUT NO PHYSICAL ADDRESS, EMAIL OR PHONE
90 Million
$0.0125 Per Base Record
AVAILABLE FACEBOOK PROFILE ATTRIBUTES
FILL RATES
LIKES
100%
Included with Base Record
GENDER
92.5%
RELATIONSHIP STATUS
30.5%
LOCATION
60%
SCHOOL
8.9%
POLITICAL VIEWS
0.7%
RELIGIOUS AFFILIATION
1.1%
Notice: The information contained in this communication is confidential.
Unauthorized use, disclosure or copying is prohibited. Bridgetree, LLC©2016.
Page 2
LINKEDIN DATA OVERVIEW
DESCRIPTION
APPROXIMATE
QUANTITIES
COST PER RECORD
NAME AND HOME ADDRESS
8.4 Million
$0,084 Base Record
PHONE NUMBER*
3.4 Million
$0,025 Per Match
EMAIL*
1.7 Million
$0.06 Per Match
NAME BUT NO PHYSICAL ADDRESS, EMAIL OR PHONE
43.1 million
$0.0125 Per Base Record
BUSINESS INFO
FILL RATE
FILL PERCENT
JOB FUNCTION/TITLE
2,421,824
28.68
GROUPS & ASSOCIATION
1,938,177
22.95
INTERESTS
469,597
5.56
SKILLS / EXPERTISE
1,103,079
13.06
WEBSITES
1,057,938
12.53
CURRENT JOB
6,536,904
77.41
EDUCATION
3,800,185
45.00
INDUSTRY GROUPS
8,368,100
99.10
PAST JOB
2,920,824
34.59
CURRENT COMPANY
5,951,329
70.48
PAST COMPANY
2,607,840
30.88
NUMBER OF CONNECTIONS
8,273,340
97.97
LK_REC0MMENDATI0N_CAT5
875,808
10.37
CHAMBER OF COMMERCE MEMBERS
DESCRIPTION
APPROXIMATE QUANTITIES
COST PER RECORD
NAME & WORK ADDRESS
403,768
$0,126 Base Record
BUSINESS INFO
FILL RATE
CHAMBER OF COMMERCE CHAPTER
100%
Included in Base Price
EMAIL
51%
PHONE
98%
CROSS MATCH WITH LINKEDIN DATA
(I.E. HOME ADDRESS MATCH)
20%
Notice: The information contained in this communication is confidential.
Unauthorized use, disclosure or copying is prohibited. Bridgetree, LLCO2016.
Page 3
■ All datasets are available immediately - and can be applied / formulated per each client's need.
■ The mover dataset is updated weekly - however the mover data's ownership rests with the supplier not
Bridgetree. Therefore, the way the data is applied (directly for marketing or as a means to update other
data) will be the driver of final pricing.
■ The social media and chamber databases are updated per client need on a general or very specific level.
This data is aggregated and owned by Bridgetree.
■ Data match / appends can occur at Bridgetree or Cambridge Analytica.
Thank you for this opportunity. We look forward to engaging with Cambridge Analytica and finding creative
ways to work together in both the political and corporate realms. We look forward to any questions or
feedback.
Tcytn/BoirchwCt^
BRIDGETREE
Notice: The information contained in this communication is confidential.
Unauthorized use, disclosure or copying is prohibited. Bridgetree, LLCO2016.
From:
Subject:
Date:
To:
Kaiser P*
Fwd: FW: Statement of innocence
March 21,2018 at 22:37
Brittany Kaiser Brittany Kaiser ■
-Forwarded message-
From: Brittany Kaiser
Date: 25 January 2016 at 02:14
Subject: Re: FW: Statement of innocence
To: Robert Murtfelc^^^^^^^^^^^H
Yes, once we have some NDAs signed with Portland, then we could perhaps discuss this if it needs to be discussed. For now, let's
pursue the partnership on the basis that there may be new issues that arise in the future.
On 23 January 2016 at 10:12, Robert wrote:
Dear Brittany,
See below. This is sensitive. I have not acted on this until now. But this is important reference if we want to make the internal case
for Portland subject to their proposal being satisfactory and our partnership with Portland delivering business first.
Let me know your thoughts,
Robert
-Forwarded message -
From: Robert Vanisko|
Date: 19 January 2016 at 08:31
Subject: FW: Statement of innocence
To: Robert Murtfeld^^^^^^^^^^
Co: CA|
Harris Macleod
Robert and Harris- Passing along the latest correspondence between CA and Facebook.
-Robert
Hendrix
Sent: Monday, January 18, 2016 6:56 PM
Alex
Alexander
Subject: Re: Statement of innocence
Thank you, Alex. I will let you know if we have any follow up questions, and please don't hesitate to reach out if you or your team
have any questions on your end. Thanks again. -All
Sent from my iPhone
On Jan 18, 2016, at 4:06 AM, Alex Tayler wrote:
Dear Allison
I can confirm that we have now deleted from our file-server the data we received from Dr Kogan in good faith that
this resolves our obligation to Facebook. I also confirm that I have checked that the server contains no backups of
that data.
Our having deleted the data and cooperated in this matter should not be construed as an admission of any kind of
wrongdoing on our part.
Best wishes
Alex
On 12 January 2016 at 19:41, Allison Hendrix
wrote:
Hi Alex,
As a reminder, you received the data inappropriately and are obligated to delete it.
You've indicated that you would like to maintain a positive relationship with us.
Having one will require deletion of the data. In addition to deleting the data from the
directory, can you check to see whether your server has any backups which also
contain the data? While we don't anticipate further issues at this time, we reserve
our rights and can make no guarantees.
Allison
Alex
Sent: Wednesday, January 6, 2016 11:50 AM
To: Allison Hendrix^^^^j @fb.com>
Cc: Alexander
Subject: Re: Statement of innocence
Dear Allison,
To be clear, we have not yet deleted the data we received from Dr Kogan, but will be happy to do so once
Facebook confirms that this will resolve the matter. We are currently storing the data as csv files in an
encrypted directory on our file server. When we delete the data we will simply rm -rf the directory.
Best wishes
Alex
On 5 January 2016 at 23:12, Allison Hendrix^^^^^^fb,cgm> wrote:
Alex,
Thank you for your timely and detailed response, and for agreeing to delete
any and all data that was derived from the Facebook Platform. Can you let me
know how you were storing the data and what you did to delete it?
Thanks again,
Allison
Alex
Sent: Saturday, December 19, 2015 12:01 PM
To: Allison Hendrix
Cc: Alexander Nix
Subject: Re: Statement of innocence
Dear Allison
There are several incorrect statements in your email. First and foremost, Cambridge Analytica has not
transferred the data we received from Dr Ko g an to Cruz for President , nor to any other party. The only data
we share with our clients are lists of contact information, perhaps with a few tags attached, for target
audiences we identify for them (e.g. likely donors, persuadable voters), and models that we have produced
under their direction. Secondly, Cambridge Analytica did not fund the development of Dr. Kogan's app. We
did not pa y GSR for their time or technolog y, but rather paid the third party (e.g. survey vendor) costs for
the surveys they ran. Please note that GSR was contractually obliged to us to carry out this research with
the consent of the survey respondents and in line with the terms of service of their vendors.
Having made that clear, the model we received from Dr Kogan wasn't very accurate (in validation
experiments we ran, we found his predictions only slightly better than random). For our goal of
extrapolating personality scores across our whole database, his model was simply not accurate enough to
use as a training set, or to apply it commercially in any other way. Nevertheless, we still considered the
project a success in that it provided us with a proof of concept for the personality research we have since
undertaken internally (which is in no way connected with Facebook). It is these data that we have collected
independently of GSR about which we have built our current business offering. For this reason, and in the
spirit of the good-faith relationship we would like to maintain with Facebook, we will comply with your
request to delete all data we received from Dr Kogan.
Please let me know what else you require from us as soon as possible. It is a matter of urgency that we
make it clear that Cambridge Analytica has not done anything wrong.
Thank you
Alex
On 18 December 2015 at 19:36, Allison Hendrix
I wrote:
Alex,
Thank you again for taking the time to speak with me last week and providing
additional information into Dr. Kogan's development of the GSR app which was
funded by Cambridge Analytica (via SCL Elections). As discussed, we don't allow
any information obtained from Facebook to be purchased or sold, and we have strict
friend data policies that prohibit using friend data for any purpose other than
improving a person's experience in your app. From our conversations, it is clear that
these policies have been violated.
You have told us that you received personality score data from Dr. Kogan that was
derived from Facebook data, and that those scores were assigned to individuals
included in lists that you maintained. Because that data was improperly derived from
data obtained from the Facebook Platform, and then transferred to Cambridge
Analytica in violation of our terms, we need you to take any and all steps necessary
to completely and thoroughly delete that information as well as any data derived from
such data, and to provide us with confirmation of the same.
We need additional information to complete our review. As an initial matter, did you
transfer any data you received from Dr. Kogan to any person or entity other than Ted
r^ri i-t'o +^‘arr»Q I—\/rM i rri'ariza <3n\/ i ic>a /^-f thiza rl'a+'a ffr\rr\ W /^n“an*2 l-f ic>
wiu^OLi7aiii: iidvi^ywuii laui? ai ly wii i^i uo^ ui li 117 uaia 11 wi 11 1-/1 • ixw^ai 1: 11 iii^i^io
any additional information of which you think we should be aware, we thank you in
advance for providing us with that information and for your help resolving these
issues.
Please respond at your earliest opportunity confirming when you can complete the
above request to delete all data (and any derivative data), and providing the
additional information I’ve requested above. As mentioned above, our review is not
complete; accordingly, we may have additional questions, requests, or requirements
going forward, and this email should not be construed as a waiver of any of
Facebook's rights.
Thank you,
Allison
Sent from my iPhone
On Dec 17, 2015, at 7:18 AM, Alex wrote:
Dear Allison
I wanted to confirm that following your inquiry, that Facebook is satisfied that CA has
not breached it's terms of service or stolen data on non-consenting individuals. If you
are satisfied this matter is resolved, would it please be possible for us to have a
statement from Facebook to disseminate through our PR agency? We are still finding
some articles repeating the initial false allegations made by the Guardian, and would
like to be able to firmly refute them in order to prevent any further reputational
damage to our company. Alternatively, if Facebook would like to issue a joint press
release, we would welcome the opportunity to do so.
Best wishes
Alex
Dr Alex Tayler
Chief Data Officer
CA Cambridge Analytics
Dr Alex Tayler
Chief Data Officer
CA Cambridge Analytica
Dr Alex Tayler
Chief Data Officer
CA Cambridge Anaiytica
Dr Alex Tayler
Chief Data Officer
CA Cambridge Anaiytica
Brittany Kaiser, PhD Candidate, MPhil, LLM, MAHons
Director of Program Development
CA Cambridge Anaiytica
This email is confidential and may be privileged. If you are not the intended recipient or have received
this email in error, please notify the sender immediately and delete this email. Any unauthorized
copying, disclosure or distribution of the material in this email is strictly forbidden. Please note that any
views or opinions presented in this email are solely those of the author and do not necessarily
represent those of the company. Finally, the recipient should check this email and any attachments for
the presence of viruses. The company accepts no liability for any damage caused by any virus
transmitted by this email.
Please consider the environment before printing this e-mail
CA Cambridge Anaiytica
https://cambridaeanalvtica.ora
Thi.=i email and anv attachment.^ are confidential. If vnu have received thi.e me.e.eaoe in error, nlea.ee rin
not use it in any way. Inform the sender and delete it. The author's views and opinions do not
necessarily represent those of the company. Please check this email and any attachments for viruses
as the company accepts no liability for any damage caused by this email.
From: Alexander Nix
Subject: Fwd: Meeting in London
Date: May 12, 2015 at 12:25
To: Brittany Kaiser
Begin forwarded message:
From: Vefa Veisalova
To: Alexander Nix
Cc: Sam Patten _
Subject: RE: Meeting in
Date: 11 May 2015 23:16:40 GMT+8
Dear Alexander,
We would be pleased to meet you at our Paddington office at 3pm on the 19th of May. I hope the proposed time suits your schedule
well.
I look forward to hearing from you.
Best regards,
Vefa Veisalova
Principal Consultant Communications
GSB COM
Statoil (U.K.) Limited
www.sTatoil.com
Please consider the environment before printing this e-mail.
—Original Message—
Alexander
Sent: 07 May 2015 18:58
To: Vefa Veisalova
Cc: Sam Patten
Subject: Meeting in London
Hi Vefa,
Thanks for the call.
We would be pleased for the opportunity to meet you and your colleagues and to present to you our company and operating
methodology.
If convenient, I would prefer to meet on the 18th or 19th May. However, if you would like to meet sooner, my team will represent in
my absence abroad.
Please let me know what dates work best for you and I will organise from our end
Best
Alexander
Alexander Nix
Director
www.scl.ee
scl commercial
scl defence
scl elections
scl social
This email is confidential and may be privileged. If you are not the intended recipient or have received this email in error, please
notify the sender immediately and delete this email. Any unauthorized copying, disclosure or distribution of the material in this email
is strictly forbidden. Please note that any views or opinions presented in this email are solely those of the author and do not
necessarily represent those of the company. Finally, the recipient should check this email and any attachments for the presence of
viruses. The company accepts no liability for any damage caused by any virus transmitted by this email.
Please consider the environment before printing this e-mail
On 1 May 2015, at 06:27, Vefa Veisalova^^^^^^^^^^g> wrote:
Hi Alexander,
The week of the 18th works for me. We can discuss the details next week.
Have a nice weekend.
Best regards,
Vefa Veisalova
Principal Consultant Communications
GSB COM
Statoil (U.K.) Limited
Lonoon, vvz ddu www.siaioii.com nease consioer me environmeni oefore printing this e-mail.
.Original Message.
Alexander
Sent: 01 May 2015 11 :ib
To: Vefa Veisalova
Cc: Sam Patten
Subject: Re: Introduction
Hi Vefa
I am afraid I have two back to back trips planned for the next fortnight: how is the week of the 18th for you?
In the meantime I will definitely give you a call next week.
Best
Alexander
Alexander Nix
Director
scl commercial
scl defence
scl elections
scl social
This email is confidential and may be privileged. If you are not the intended recipient or have received this email in error, please
notify the sender immediately and delete this email. Any unauthorized copying, disclosure or distribution of the material in this
email is strictly forbidden. Please note that any views or opinions presented in this email are solely those of the author and do not
necessarily represent those of the company. Finally, the recipient should check this email and any attachments for the presence
of viruses. The company accepts no liability for any damage caused by any virus transmitted by this email.
Please consider the environment before printing this e-mail
On 1 May 2015, at 10:58, Vefa Veisalova^^^^^^^^^^^| wrote:
Dear Alexander,
It is a pleasure to meet you. I am based in London and currently I have a free morning slot { 9-10.30am) on the 7th of May .
Alternatively, we could book any time on the 11th of May.
I am available on my mobile phone, should you wish to have a quick chat before we set up the meeting.
Best regards.
Vefa Veisalova
Principal Consultant Communications
GSB COM
Statoil (U.K.) Limited
London, W2 6BD www.statoil.com Please consider the environment before printing this e-mail.
—Original Message—
Alexander
Sent: 01 May 2015 07:17
To: Sam Patten
Cc: Vefa Veisalova
Subject: Re: Introduction
Thanks for the introduction Sam.
Hi Vafa,
A very great pleasure to meet you.
I would welcome the opportunity to hear about your new position / role at Statoil and to tell you a little of what we are working
on at SCL {www.sclgroup.ee) As Alex rightly said, my wife is Norwegian, so I am often in Olso and will be spending some time
in Norway on the coast over the summer - in case you are around.
In the meantime, please let me know when might be a good time to give you a call and what number is best to reach you on,
and I will contact you.
Best
Alexander
Alexander Nix
Director
SCL Group
www.scl.ee
scl commercial
scl defence
scl elections
scl social
This email is confidential and may be privileged. If you are not the intended recipient or have received this email in error, please
notify the sender immediately and delete this email. Any unauthorized copying, disclosure or distribution of the material in this
email is strictly forbidden. Please note that any views or opinions presented in this email are solely those of the author and do
not necessarily represent those of the company. Finally, the recipient should check this email and any attachments for the
presence of viruses. The company accepts no liability for any damage caused by any virus transmitted by this email.
Please consider the environment before printing this e-mail
On 30 Apr 2015, at 17:08, Sam Patten
wrote:
Vafa,
Hope this finds you well, still fond of the photo of you interviewing me at an OSCE Freedom of Expression conference in
Tbilisi years ago. I’m writing today to congratulate you on your new position and introduce you to a friend who might be of
service in some of your strategic outreach needs.
Alexander Nix, also on this note, heads a firm in London called SCL (Strategic Communications Laboratories). They have
advanced their data analysis and communications capacity to the extent that they can target the right audiences with the right
messages in support of your unit’s needs. Yesterday I was taking some Ukrainian friends by the Republican National
Committee and one of their lead data guys spoke glowingly about SCL and their capacities. They have a global reach, and
do a good bit of corporate work. I believe Alexander’s spouse is also Norwegian.
With that, I hope the two of you might be in contact. Vafa, I’d be pleased to see you when next in London.
Very best,
Sam
The information contained in this message may be CONFIDENTIAL and is
intended for the addressee only. Any unauthorised use, dissemination
of the information or copying of this message is prohibited. If you
are not the addressee, please notify the sender immediately by return
e-mail and delete this message.
Thank you
The information contained in this message may be CONFIDENTIAL and is
intended for the addressee only. Any unauthorised use, dissemination
of the information or copying of this message is prohibited. If you
are not the addressee, please notify the sender immediately by return
e-mail and delete this message.
Thank you
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intended for the addressee only. Any unauthorised use, dissemination of the
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addressee, please notify the sender immediately by return e-mail and delete
this message.
Thank you
From:
Subject: [Update] SCL/ CA Global Saleschimp
Date: February 15, 2017 at 09:07
To:
Dear all,
Due to Mark/ Pere/ Alex not being available for today's call, today's saleschimp has been postponed (TBC date/time).
Just a quick update on new commercial leads to discuss:
Iberostar (Germany, France, Spain & UK):
- Marketing budget: 9m (2017); 10m (2018)
- Looking for data partner and looking to finalise 2 year budget
- Next step: to send data audit proposal (Thursday) & follow up call (Friday)
ATON (Russia):
- Oldest Russian investment bank
- Looking for data partner
- Next step: follow up this week with PWB & data scientist Oleg
Scentre Group/Westfield (Australia):
- 5th largest company in Australia (500m; according to market cap)
- Operating 35 shopping malls in Australia
- Next step: to get high-level business challenges & goals brief from them
Rooftop Film Club (UK & US):
- Launching comms campaign in April
- Would like to develop their brand in UK & US
- Need a full sales pitch
- Next step: CEO to come into our office
LateRooms (UK):
- AT to send summary of key take outs on how to reposition the brand
- Looking to rebrand
- Next step: AT to send summary of key take outs on how to reposition the brand
Bestway (UK)
- MT/LFI/NF/MS to have meeting with Bestway's CMO, Dawood Pervez
If there is anything else you'd like to discuss, please let me know.
Thanks,
Tee
SCL/ CA Global Saleschimp
Verbal Agreement:
Standard Bank (South Africa/ Kenya) - PH to send list of required data
Finance Fox - (Switzerland) - AW
NMSI (Zambia - Social)*- TAA & Web Development - keep on Nick Oliver
Slovakia (Strategy - Political)* - PWB - statement of work
COMMERCIAL
Feedback Stage:
Deutsche Telecom (Germany) - T to follow up
El Palacio de Hierro (Mexico) - end of Jan feedback
TV\c»/^/^r» /I IL^\ c»i I in Mn\/ AT ^nlln\A/ iin
I coouo ~ ouuiiiiL(.cu III iNVjv ~ y~v I iwiiwvv up
Healthspan (UK) - postponed until Feb
UMB (Ghana) - submitted in Dec - T follow up
Aqua Carpatica (US) - submitted in Dec - Mr Valvis to come to London 26/27th Jan
Eviivo (UK) - submitted proposal in Dec
Bench (Germany) - submitted in WK1 Jan - BK/ AT to give feedback
Cadabam's Group (India) - waiting for feedback
Lakeland (UK) - Submitted proposal; follow up call this week
FxPro (UK) (Follow-Up) - Pippa sent proposal (AT to follow up)
Just Eat (UK) - submitted
University of Sheffield* - digital marketing - submitted
Lekki Grand Lakes Development (Nigeria) - submitted in WK3 Jan
Firearms United (Europe)* - digital marketing proposal; proposal sent
AA Insurance (UK) - sent - TE to follow up
Mussel (Germany) - sent - requested more detailed Digital breakdown (Molly working on)
Phenomen Films (US)* - submitted - TE to follow
Emma (Germany) - sent - TE to follow
Alan Yau (UK) - feedback received - LK to revert
Commercial Proposals to Submit:
Bestway (UK) - AT to review
SNCF (France/ Europe)* - proposal (data exploratory & case studies); submit concept note before
22/23rd Feb
Amaya Inc/ PokerStars (International)* - NDA signed - PWB to put together proposal this week -KK
to check on NDA status
Playtika (International)* - NDA signed; T/ PH/ PWB to prepare - Proposal to be sent
Philip Morris International (International) -
New Campaigns to Discuss: TO DISCUSS w/ TE
Ayriabs (UK)* - digital marketing - promotional
A&D Pharma (Romania)* - TAA & digital marketing - lOD to check for NDA - waiting for study from
client and MT to write up brief. Check correspondence between TE after meeting. - Data person &
Field person to go out. PWB to send costed proposal.
Opportunities to follow-up:
Coke (UK)* - NDA signed; looking to do a research audit in end Jan - data audit - Check with LH
P&G* - T/ PH/ LH to follow up
SOCIAL
Social Feedback Stage:
Southern Rail (UK)* - still "delayed"; MT to follow up with client
Social Proposals to Submit:
Great Campaign (UK)* - PR
POLITICAL
Political Proposal Feedback stage:
Verbal agreement:
Malaysia (42/87/168 TAA) - MTto go to KL (13th Feb)
Malaysia (MACC) - MT to go to KL (13th Feb)
Malaysia PM Reputation - MT to go to KL (13th Feb)
Zambia (Image Building)* - MT to speak with President's office
Feedback Stage:
Argentina (PRO) - Pere to follow up with Fede /BK
Aroentina - lOD to chase Marc Patsv
Mexico (PRI - TAA) - deadline Fri 3rd
Mexico (x4 state elections - TAA) - deadline Fri 3rd - check with AN
Colombia (Presidential Elections 2018) - submitted 20th Jan - check with AN
Catalunya Independence Movement (Referendum) - submitted 20th Jan - check with AN
Cyprus Presidential Elections 2018 - submitted proposal, potential meeting with MT this week - lOD
check on status of NDA
Senegal (TAA) - TG/LH/MT to revise and submit - check with TE
New Political Proposals:
Ukraine (Presidential Elections 2019)* - lOD/ AW writing - wait to hear re Delegation to DC
Norwegian Conservative Party, Hoyre (Parliamentary Election, Sept 2017)* - to receive brief and
us to craft indicative approach and budget; send by next week
Romania (TAA; 2019 Presidential)* - maintain power (AW) - AW waiting to hear from PI
Australian PM Malcolm Turnbull (Digital Operations)* - digital execution, voter file analytics
Romania USR (FoA) - MT to discuss with PI before proceeding
Mongolian Presidential Elections (TAA) - digital & focus on UB - JH
Mexico (digital)* - Margarita Zavala - AN in Mexico on Fri/Sat
Canada (digital)* - Kellie Leitch - BK to update us
New Opportunities:
Temasek (French/ Dutch Elections polling)* - send case study and possible offering; LH/AT to
report back
Italian Elections (Legislative Elections, June 2017)*- NDA submitted, KK to hear back re
compliance law
Turkey Referendum* - MT/JW possibly to visit end of Feb
India (Presidential 2019)* - waiting to hear
GIC (European elections)* - Not likely - TE to follow up end of Feb, possibly send over
methodology brief re polling in Europe
Brazil (Data dashboard) - KK spoke with Andre. KK to meet with AN/AT to scope out data
possibilities. Concept Note by 10th Feb
Live Client: Kenya, CS Global Partners, UEFA
Additional proposals may be required - will be added accordingly to agenda with "*new"
When Wed Feb 15, 2017 2pm - 2:30pm London
Where North America (map)
Re: Fwd: CA Database tool for trial
BRG-000003296
Re: Fwd: CA Database tool for trial
BRG-000003296
Brittany Kaiser, PhD Candidate, MPhil, LLM, MA Hons
Director of Program Development
www.cambndQeanalvtlca.ora
This email is confidential and may be privileged. If you are not the intended recipient or have received this email in enor, please notify the
sender immediately and delete this email. Any unauthorized copying, disclosure or distribution of the material in this email is strictly
forbidden. Please note that any views or opinions presented in this email are solely those of the author and do not necessarily represent
those of the company. Rnally, the recipient shoula check this email and any attachments for the presence of viruses. The company accepts
no liability for any damage caused by any vims transmitted by this email.
Please consider the environment before printing this e-mail
On 17 Aug 2015, at 17:28, Peregrine Willoughby-Browr|
Hi Matt
wrote:
I've created you a new account under your name, and you should receive an invitation to set up your account in the
next few minutes. You'll need your username, which is mproud, and your date of birth, which I've put in as
01/01/2000
Feel free to give me a call if you have any problems.
Regards,
Pere
Proud
Sent: Monday, August 17, 2015 5:15 PM
To; Mike Leavitt
Cc: Brittany Kaiser; Alex Tayler; Alexander Nix; Peregrine Willoughby-Brown
Subject: Re: CA Database tool for trial
That time works for me. Is there any way you can send me the credentials for the trial account as well?
Thanks!
- Matt
On Mon, Aug 17, 2015 at 11:47 AM, Mike Leavitt wrote:
I did not see his email. Can he please resend. Did he also send to Matt Proud?
Re: Fwd: CA Database tool for trial
BRG-000003296
I have cc'd him on this email.
I OJuid do something Friday morning around 10:30 EST. Matt - would this time work for you?
Mike
Michael Leavitt
On Aug 17, 2015, at 11:19 AM, Brittany Kaiserwrote:
Good day Mike,
Just a quick follow up to Pere's email of last week to see if you are available in the ne)d: few days to do a walk-through of the
Ripon platform with us.
Also if you have a list of target states, we would be more than happy to price those for you and turn them around nejct day (or
sameday if possible).
Please advise and we look fonvard to speaking with you all soon.
Kind regards,
Brittany
This email is confidential and may be privileged. If you are not the intended recipient or have received this email in error, please
notify the sender immediately and delete this email. Any unauthorized copying, disclosure or distribution of the material in this
email is strictly forbidden. Please note that any views or opinions presented in this email are solely those of the author and do
not necessarily represent those of the company. Finally, the recipient should check this email and any attachments for the
presence of vimses. The company accepts no liability for any damage caused by any virus transmitted by this email.
Please consider the environrnerrt before printing this e-mail
On Aug Peregrine Willoughby-Brown wrote:
Good afternoon Mike
Thanks again for taking the time to speak with my colleagues and I last week regarding our data offering and
our online database tool.
As discussed, we have developed a trial version of the platform that you can try out to test the functionality.
We've loaded it with data from Connecticut, and you'll be able to query the database, pull down CSV lists
and view the data in visual form. You should receive a message from the system within a half hour of this
email, inviting you to set up your profile.
Re: Fwd: CA Database tool for trial
BRG-000003296
The username I have created foryouls^^^^^nd your date of birth (which we use to authenticate
accounts) has been entered link you receive to set up your account should be valid for
72 hours, but if you haven't had time to log in duringthat time just shoot mean email and I'll send a new
link.
We'd very much like to talk you through the platform when you and your colleagues have a few minutes, so
let me know when you think you might be free over the next few days.
When we spoke last week you also mentioned that you might soon have an idea of a few states that might
be of interest, and i'd be happy to prepare some costing options if you have a list of the states you'd be
looking at.
All the best and look forward to speaking further,
Pere WB
Subject: FW: DATA QUESTIONS: ATTORNEY WORK PRODUCT AND ATTORNEY CLIENT PRIVILEGED
COMMUNICATION
From: "Levy, Larry"
Date: Mon, 24 Aug
To: Alexander Nix I
Kyriakos Klc^'
Alex Tayler
Brittany Kai^^
Good day.
Please see below, who should I discuss these questions with, and when. We may need to
arrange a conference call with Kellyanne, but in the first instance I need answers to the below
questions in order to finally get this resolved.
We need to better understand the cost factors, certainly the 15% management fee on all
gross advertisement expenditures is a matter I’ve previously raised, and the costs of the set-ups
etc. in the fee structure need to be better explained.
Kellyanne has also asked about recourse for non-performance by CA in terms of
delivering good lists, developing supporters, etc.
I can schedule a call for tomorrow morning if that works, or am happy to review an email
response first and then see if we need to talk further.
Thanks for your assistance, this has been an exercise in pushing the rock up a steep hill,
but we are close to the summit.
Larry
From: Levy, Larry
Sent: Monday, Aug
To: Alexander Nix
Subject: FW: DATA
COMMUNICATION
Sabhita Raju
AND ATTOR
BRG-000003334 Kellyanne questions 2015.txt[l/24/20, 8:11:47 AM]
Alex,
Trying to get this contract done, need to get answers to the below questions. The other
lawyer has also raised an issue about the 15% management fee, as did I, awaiting his written
comments.
Larry
LARRY LEVY
CONFIDENTIALITY STATEMENT
This message is sent by a law firm and may contain information that is privileged or confidential. If
you received this transmission in error, please notify the sender by reply e-mail and delete the
message and any attachments.
BRG-000003334 Kellyanne questions 2015.txt[l/24/20, 8:11:47 AM]
From: Kellyanne Conway
Sent
Cc:
Subject; DATA PRODUCT AND ATTORNEY CLIENT PRIVILEGED
COMMUNICATION
Hi Kyriakos -
I am President of Keep the Promise I, and look forward to working with you and your colleagues at
CA.
As the lawyers complete the paperwork, and the data hygienists complete their work on your data
files, I wanted to ask a couple of questions:
- Do you know who our "tech team" will be? I've really only heard form the sales force. I'd like to
get acquainted with them ASAP. We recently an all-hands call among vendors and senior team and
due to the current legal process, CA was missing. We'd like to connect and get everyone working
together as soon as possible. Several of our team members (including me) have worked with CA
previously.
- Does CA already own the GOP Iowa Caucus attendee list that includes actual caucus attendees
going back many cycles? Is this part of the data hygiene and list-building effort?
- Will the "clean" data profiles include registered Republican and Libertarian/third
party/unaffiliated/no party voters?
As we think about our broader strategies for the mail/phones/digital efforts, these answers are
central.
Thank you.
Kellyanne Conway
BRG-000003334 Kellyanne questions 2015.txt[l/24/20, 8:11:47 AM]
RNC
BRG-000003552
RNC
Date: Tue, 01 Sep 2015 19:54:31 +0000
Would you want a meeting with the RNC? I am specifically thinking of a meeting with Sean Spicer, he is
the Chief Strategist.
https://www.gop.com/author/sean-spicer
Let me know what you think and if there is any history with CA and the RNC here that I should be aware
of, thanks,
Matthew
Re: Trump Contract
BRG-000003927
Re: Trump Contract
Date: Sat, 12 Sep 2015 21:29:15 +0000
Maybe Robert could also review please.
Sent from my iPhone
On 12 Sep 2015, at 22:28, Alexander Nix
wrote:
We have a draft of the original contract: it just needs the terms updating to reflect the new
agreement.
However, given the importance, I think this needs larry’s professional input....
Brittany, by all means have a first pass, and then please send to Larry
Sent from my iPhone
On 12 Sep 2015, at 22:19, Steve Bannon
wrote:
Would like to get to the client NLT 9 am EOT
On Sep 12, 2015, at 5:17 PM, "Brittany Kaiser" wrote:
Do you need me to begin the contract tomorrow? Happy to do it if anyone wants to give me
guidance, but I think I could produce a useful first draft to be ready for Monday morning
editing.
Sent from my iPhone
On 12 Sep 2015, at 19:51, Alexander Nix
wrote:
Dear Larry
Today we reached agreement on terms for moving fonward with a pilot programme for
the Trump Campaign, as follows:
- 60 day minimum trial period
- CA to meet all data analytics, modelling, psychographics, creative, and media
management costs etc
- CA to commit $250k-$500k for media placement (digital/mail/telephone etc) amount
to be confirm^
- CA receives $1 per supporter we register (min: name, address and email)
- CA to receive 100% of donations until we are 'made whole' (media placement fee
only) and then we split the 'profits’ 85/15
- If CA are not made whole within 180 days the campaign commits to meet the balance
of costs incurred
- AIQ to be CA's prime sub-contractor on this contract
Re: Trump Contract
BRG-000003927
You will note that:
(1) It is a trial for 60 days only fbut I think that it should auto renew on the same
terms, un till Nov 2016, unless the client terminates in writing)
f2J CA are providing all the financing for the media spend
(3; The fees for registering supporters have increased from $0.62 to $1 per name,
however, the digital production and reporting fees are to be absorbed by CA (Appendix
B)
(4) Trump Campaign has agreed to your advice about underwriting the balance of costs
if we are not made whole after 180 days (I added the 180 days, so if you do not think
this time frame is not appropriate please amend)
(5) The Trump Campaign has additionally agreed to:
- Expand the targets geographic region so that the campaign is
National and not limit to lA, NH, NV and SC (Appendix A)
- Creative control and flexibility on messaging and creative with final approval from clien
t.
- Tracking integration into Trump cart and "thank you page"
- Exclusivity on the broad match search term "Donald Trump"
- Existing donor and supporter lists (name, address, e-mail, mobile, and home
numbers)
- Administrative privileges for Facebook marketing
- Tracking implementation on web properties and donation cart check-out
Attached is the draft of the original contract that you prepared for us (I have amended
the branding and formatting to reflect AIQ/CA)
(1) Please can you update this to reflect the new contractual terms above
I have also attached the Prime Sub-contractors agreement that you drafted as between
CA and AIQ, who will be taking the lead on this contract on behalf of CA.
(1) Please can you confirm that this agreement is OK to be signed / and or
amend and resend
(2) Are there any other agreements that we will need to enter into with AIQ
to protect our Client and our IP etc
I appreciate that it is the weekend, so if you cannot look at this today/to morrow, I
wonder if you might be able to action first thing on Monday as the Trump Campaign
have made it clear that they want to start ASAP and after 4 months of negotiation I
don't want to lose this!!!
Thanks Larry
A
<DM-#4965604-vl-AIQ_Cambridge_Tnjmp_contract ANv.2.docx>
<DM-#4965706-v2-Clean_draft_CA_nda_3rd_party.doc>
Re: Trump Contract
BRG-000003927
Re: Trump Contract
Date: Sat, 12 Sep 2015 21:29:15 +0000
Maybe Robert could also review please.
Sent from my iPhone
On 12 Sep 2015, at 22:28, Alexander Nix
wrote:
We have a draft of the original contract: it just needs the terms updating to reflect the new
agreement.
However, given the importance, I think this needs larry’s professional input....
Brittany, by all means have a first pass, and then please send to Larry
Sent from my iPhone
On 12 Sep 2015, at 22:19, Steve Bannon
wrote:
Would like to get to the client NLT 9 am EOT
On Sep 12, 2015, at 5:17 PM, "Brittany Kaiser" wrote:
Do you need me to begin the contract tomorrow? Happy to do it if anyone wants to give me
guidance, but I think I could produce a useful first draft to be ready for Monday morning
editing.
Sent from my iPhone
On 12 Sep 2015, at 19:51, Alexander Nix
wrote:
Dear Larry
Today we reached agreement on terms for moving fonward with a pilot programme for
the Trump Campaign, as follows:
- 60 day minimum trial period
- CA to meet all data analytics, modelling, psychographics, creative, and media
management costs etc
- CA to commit $250k-$500k for media placement (digital/mail/telephone etc) amount
to be confirm^
- CA receives $1 per supporter we register (min: name, address and email)
- CA to receive 100% of donations until we are 'made whole' (media placement fee
only) and then we split the 'profits’ 85/15
- If CA are not made whole within 180 days the campaign commits to meet the balance
of costs incurred
- AIQ to be CA's prime sub-contractor on this contract
Re: Trump Contract
BRG-000003927
You will note that:
(1) It is a trial for 60 days only fbut I think that it should auto renew on the same
terms, un till Nov 2016, unless the client terminates in writing)
f2J CA are providing all the financing for the media spend
(3; The fees for registering supporters have increased from $0.62 to $1 per name,
however, the digital production and reporting fees are to be absorbed by CA (Appendix
B)
(4) Trump Campaign has agreed to your advice about underwriting the balance of costs
if we are not made whole after 180 days (I added the 180 days, so if you do not think
this time frame is not appropriate please amend)
(5) The Trump Campaign has additionally agreed to:
- Expand the targets geographic region so that the campaign is
National and not limit to lA, NH, NV and SC (Appendix A)
- Creative control and flexibility on messaging and creative with final approval from clien
t.
- Tracking integration into Trump cart and "thank you page"
- Exclusivity on the broad match search term "Donald Trump"
- Existing donor and supporter lists (name, address, e-mail, mobile, and home
numbers)
- Administrative privileges for Facebook marketing
- Tracking implementation on web properties and donation cart check-out
Attached is the draft of the original contract that you prepared for us (I have amended
the branding and formatting to reflect AIQ/CA)
(1) Please can you update this to reflect the new contractual terms above
I have also attached the Prime Sub-contractors agreement that you drafted as between
CA and AIQ, who will be taking the lead on this contract on behalf of CA.
(1) Please can you confirm that this agreement is OK to be signed / and or
amend and resend
(2) Are there any other agreements that we will need to enter into with AIQ
to protect our Client and our IP etc
I appreciate that it is the weekend, so if you cannot look at this today/to morrow, I
wonder if you might be able to action first thing on Monday as the Trump Campaign
have made it clear that they want to start ASAP and after 4 months of negotiation I
don't want to lose this!!!
Thanks Larry
A
<DM-#4965604-vl-AIQ_Cambridge_Tnjmp_contract ANv.2.docx>
<DM-#4965706-v2-Clean_draft_CA_nda_3rd_party.doc>
Subject: Re:
From: Alexander Nix
Date: Tue, 22 Sep
To: Steve Bannon
Cc: Brittany Kais
Sabhita Raju
Alex Tayler
Please ask Jon Khan to give us first attempt to recruit - some of these guys we have been speaking
to since mid 2014
We have already made it clear that we want to hire them, the question is what price, and what
other offers the receive....
We are interested in:
Matt Oczkowski - Growth Hacker (Walker's Digital Director, MIT guy, one of the best. Period)
Mark Stephenson - PhD Data Scientist, Former Cardinal Insights and worked on Joni Ernst
Campaign
Molly Schweickert - Ad Ops / List Building (former ad person at Targeted Victory)
Apparently there is a Junior data scientist on the team as well - but we have not met him.
A
On 21 Sep 2015, at 20:46, Steve Bannon
wrote:
???
From: Jkahn(a:^H
Sent: Monday^*
To: Steve Bannon
Subject: Re:
These are the people from Walker....we should start building an army of tech
These 3 are supposedly amazing according to Manship
Matt Oczkowski - Growth Hacker (Walker's Digital Director, MIT guy, one of the best. Period)
Molly Schweickert - Ad Ops / List Building (former ad person at Targeted Victory)
Justin LoFranco - Social Media Director (former creative director at RNC)
-Original Messag
From: "Steve Bannon"
Sent: Monday,
To: "Jon Kahn"^^^H
Subject: Re:
BRG-000004334.txt[l/23/20, 7:41:51 PM]
SKB—'the cooler'
From:
Sent:
To: Steve Bannon
Subject:
Walker leaving race
BRG-000004334.txt[l/23/20, 7:41:51 PM]
FW: CA Proposal
BRG-000005959
FW: CA Proposal
Leave.EU Project Approved. Let's start work!
Pere, can you prepare a contract please?
Julian
From: Arron Banks
Sent: 03 Novembe^^^^^^
To: Julian Wheatland^^^^^^
Cc: Andy Wigmore
Subject: Re: CA
Julian
That's fine please proceed -Pm back in the office tomorrow and will discuss with you .
Can you give Andy a short bio because we are busy doing invitations .
Arron
Sent fi'om n^ iPhone
On 2 Nov 17:33, Julian Wheatland wrote:
Dear Arron/Andy
Please find attached our proposal for Phase 1 support to the Leave.EU campaign, for immediate
mobilisation to conduct a short programme of data analytics and creative support, designed to
showcase intellectual capability and a data driven approach to campaigning at presentations on
lyth/isth November.
As the timescales for this are unquestionably short, we are already mobilising and will meet
with members of the UKIP data team tomorrow to understand and share available data and
prepare to start analysis. With that in mind, your early confirmation of acceptance of the
proposal would be appreciated and we can prepare formal contracts in parallel with
commencing work.
Please don't hesitate to shout if you have any questions or queries and we remain at your
disposal.
Kind regards
Julian
Julian Wheatland
Operations Director and CFO
FW: CA Proposal
BRG-000005959
eregrine Willoughby-Brown
DUDjeci: ne: evenis
Dear all,
Thank you for your collaboration this week as we pull together all of the requirements to
outline how we will work together over the coming months.
The full proposal is nearly conplete and should be with you all tomorrow, or Monday at the
latest.
Two members of your data team will be at our offices for an exchange session on Tuesday,
and we are very much looking forward to working with you all.
With kindest regards,
Brittany and the CA Team
Sent from my iPhone
On 27 Brittany wrote:
Dear all.
As a brief update on our meeting with Matt this afternoon, I respond in line with my
previous action points:
1. I have briefed our data team on the insurance project, so we are ready to take a
conference call with Liz, or a face to face meeting, to discuss this proposal at her
convenience.
2. Matt is looking into arranging for the head of data from the party to come see us
at our offices this week for us to review the granularity and state of the available
data. This will inform our initial data hygiene and analysis part of the proposal
FW: CA Proposal
BRG-000005959
(Phase 1) to develop some strategies to support the presentations on November
17, 18.
3. We will con 5 )lete our full proposal (inclusive of all components) for your team
once we have analysed the party data, as much of the timeline, requirements and
budget will be based around this. We hope to have this accurately con 5 )leted by
the end of this week.
In the meantime, please direct any questions you have to me and I will make sure we
take care of any items that may be outstandi^.
With my best wishes,
Brittany
This email is confidential and may be piivile^d. If you are not the intended recipient or
have received this email in error, please notify the sender immediately and delete this
email. Any unauthorized copying, disclosure or distribution of the material in this email
is strictly forbidden. Please note that any views or opinions presented in this email are
solely those of the author and do not necessarily represent those of the conpany.
Finally, the recipient should check this email and any attachments for the presence of
viruses. The con: 5 )any accepts no liability for any damage caused by any virus
transmitted by this email.
Please consider the environment before printing this e-mail
On 26 Oct 2015, at 10:32, Brittany Kaiser
wrote:
Dear Andy and Arron,
Thank you for the prompt follow up. Firstly, it was such a pleasure to meet your
team on Friday and e?q)lore how we can support the exciting work you are doing. I
copy here my other colleagues whom you met on Friday, as well as our CEO so
that he is in the loop.
I respond in line to Arron’s queries below:
FW: CA Proposal
BRG-000005959
1) By copy of this email I ask Liz if she is available to have a call with our data
team early this week? There are many applications of our methodology for
customer acquisition in the insurance field, and there are a variety of results we
could produce here depending on the richness of your house file data.
2) Josh copied here looks forward to visiting your team this week in order to
review some of the current political data so that we can begin to profile a typical
supporter of your can: 5 )aign and gain better insight into our target audiences. In
regard to the presentations on the 17th and 18th of November, I agree that having
some of our team co-present some of our initial analysis, results and data-driven
methodology for going forward would be extremely persuasive. Please advise on
any further thoughts and we will reserve the dates in our diary accordingly.
3) We are completing a proposal for your team by COP tomorrow which will
include our discussed targeted can^raigns, inclusive of our voter registration pilot.
Target Audience Analysis, digital outreach, targeting businesses for support and
US-based fundraising strategies.
Looking forward to connecting with liz, as well as receiving your feedback on the
document we will circulate tomorrow for review. Do not hesitate to get in touch in
the meantime if your team has any questions we can assist with.
With kindest regards,
Brittany
Brittany Kaiser, PhD Candidate, MPhil, UM, MA Hons
Director of Program Development
<EU_Referendum_Proposal_Final.pdf>
IMPORTANT READ THIS - Leave.EU Update and Arrangements
BRG-000006240
IMPORTANT READ THIS - Leave.EU Update and
Arrangements
Date: Tue, 10 Nov 2015 22:03:22 +0000
All
I had a call with Andy Wigmore today (Arron's right hand man) and he confirmed that, even though
we haven't got the contract with the Leave written up, it's all under control and it will happen just as
soon as Matthew Richardson has finished working out the correct contract structure between UKIP,
CA and Leave.
Preparations for Brittany's presentation next Wednesday (18^*^) are well underway:
■ The presentation will be at the House of Lords at 11:00am
■ It will be televised and SKY will be running some live coverage
• There has been huge press interest in the presentation and press our very curious about the
scientific techniques of CA
■ There will be around 150 people in the audience (50-60 of whom will be press)
■ Afterwards there will be press interviews by request (maybe interviews with Brittany)
The dinner will take place at 5 Hertford Street the following evening, Thursday (19^^). Attendees will
Include:
■ Nigel Farage
■ Simon Heffer
■ Barclay Brothers
■ Et Al
David - do you have some insights from the UKIP data that you can start to share? When are we
getting the rest of the data?
Pere - I will be on a plane during the House of Lords presentation, so please can you plan to attend
with Brittany (and possibly also Jordanna). We are not yet sure who/how many will be required on
Thursday evening. We need to start preparing Brittany's presentation, which will involve working
with some of the insights David has been able to glean from the UKIP membership data. Can you
take the lead on this please and coordinate a call with Brittany and David tomorrow?
Jordanna - Brittany needs a brief on how to field a variety of questions about CA and our
methodology, but also SCL, Rest of the World, SCL Defence etc... Can you please work with Harris,
and get input from Alexander, and produce some 'line to take' notes?
Thanks
Julian
Fwd: Re: Counsel's Advice - Processing UKIP Data and General Advice
BRG-000006532
Fwd: Re: Counsel's Advice - Processing UKIP Data and
General Advice
From:
To:
Date:
Attachments:
David Wilkinson
Brittany Kaiser
Fri, 20 Nov 2015 16:05:11 +0000
smime.p7s (5.14 kB)
.Fon/varded messagt
From: "Matthew Richardsom''
Date: 20 Nov 2015 11:06 a
Subject: Re: Counsel's
To: "Julian Wheatland"
Cc: "David Wilkinson" ■>
Julian,
I have spoken to Philip about this and there is some confusion at our end about where this data is coming
from and going to.
Our advice was based on the following premises:
• CA receives Personal Data from UKIP
• CA combines that Data with other l^itimate sources and processes it
• CA produces a series of models of likely supporters and profile of ideal messaging for each which
contains no Personal Data^he Analyst Dataset")
• CA returns that Analysed Data to UKIP
• As the Analysed Dataset contains no personal data UKIP are free to give that Analysed Dataset to
anyone else to do with what they wish. UKIP will give the Analysed Dataset to Leave.EU
Could you please confirm that the above is correct?
Do I also understand correctly that CA then intend to use the Analysed Dataset and overlay it on
Leave.EU's legitimately acquired data to infer (interpolate) profiles for each of their supporters so as to
better controfthe messaging that leave.eu sends out to those supporters?
Is it also correct that CA then intend to use the Analysed Dataset and overlay it on publicly available data
to infer (interpolate) which members of the public are most likely to become Leave.EU supporters and
what messages would encourage them to do so?
If these understandings are not correct please let me know and I will give you a call to discuss this.
Many thanks,
Matthew
From: Julian Wheatland|
Date: Friday, 20 Noveml^rzuisuyly^
To: Matthew Richard sorl
Cc: 'David Wilkinson'l
Subject: FW: Counsel s Aovice - processing ukip uata and General Advice
Matthew
Fwd: Re: Counsel's Advice - Processing UKIP Data and General Advice
BRG-000006532
Can you comment on David's concern?
Kind regards
Julian
From: David Wilkinson
Sent: 19 November
To: Julian Wheatland
Alexander Ashburner Nix
Pere W. Brown
Brittany Kaiser
supject: Ke: counsel s Advice - Processing UKIP Data and General Advice
Hi Julian, thanks for this.
I have some concerns about what this document says is our "output" - points 22 to 24. Whilst it includes
what we have already done on their data (clustering and initial profiling of their members, and providing
this to them as summary information), it does not ay anything about using the models of the dusters
that we create to extrapolate to new individuals and infer their profile. In fact it says that our output does
not identify individuals. Thus it says nothing about our microtargetinq approach typical in the US, which I
believe was something that we wanted to do with leave eu data to identify how each their support^
should be contacted according to their inferred profile.
For example, we wouldn't be able to show which members are likely to belong to group A and thus should
be messaged in this particular way - as the identification of these people would constitute personal data.
We could only say "group A typically looks like this summary profile".
Brittany and I are going to Leave.EU HQ tomorrow (Friday) and thus it would be really useful to have this
clarified early on tomorrow, because I was under the impression it would be a large part of our product
offering to our UK clients.
Many thanks,
David
On 19 Nov 2015 8:41
M
p.m.f "Julian Wheatland"
Please find attached the written advice from Queen's Counsel on the question of how we can legally
Re: Call when you can
BRG-000010881
Re; Call when you can
From:
To:
Cc:
Date:
Al Han
Brittany raiser
Amanpreet Mann|
Mon, 21 Mar 2016 18:49:51 +0000
Brittany
I'm leaving office for DCA now. I know you are swamped, so only if possible^
may I suggest you call Mei Mei, to answer questions to we can begin work
Thanks; will check messages later.
Al
On 21 March 2016 at 11:43, Mei Mei Huff
Brittany,
Another important clarification needed. The following is your propose timeline:
a. Phase A: Week 1 - Week 2
b. Phase B: Week 2 - Week 4
c. Phase C: Week 4 - Week 8
The problem is we don't have 8 weeks to get your final product in Phase C, to do our mail or other
programs. Since the scope of work has been reduced, how long would it take you to give our campaign
the products in Phase C for us to run our programs?
-Original Message^
From: Brittany Ka
To: Mei Mei HuffI
Cc: Al Han I _
Sent: Mon,nnar 21 , 20 T 6 ^iT:T 2 ^ffl
Subject: Re: Call when you can
Dear Mei Mei,
Not a problem, I aim to answer questions as quickly as I can between meetings (sorry for a slight delay
on this one).
As for the data files we provide, they will all have correct mailing addresses.
The emails we have however are used to be onboarded for digital marketing campaigns. Since the laws
dictate that campaigns cannot send unsolicited emails, we ne^ to match the individuals and their emails
to online profiles to serve them digital ads. Once th^ sign up to support Bob, then we can email them
accordingly, but the most important thing to do is to drive them to become supporters and pledge their
support By opt-ing in.
We can either work with your digital partner to execute this effectively or we can run this ourselves, as
outlined in the proposal, which is a 13% management fee on the digital media spend, plus 2% extra if
Re: Call when you can
BRG-000010881
Re: Call when you can
BRG-000010881
Just as a note, if you need all of the data analytics work, clustering, psychographic messaging, and
data licensing (contact lists with relevant data points and models, etc) to fit into 20K, we can do it,
just for a smalfer target audience. Narrowing it down to around BOOK targets or slightly more.
Any expenditure past that would be depending on how much you would want to spend on a digital
campaign, which we would strongly suggest to secure Bob's support base with the below 50's age
group down to first time voters.
Looking forward to working with you both!
With kindest regards.
Brittany
On 18 March 2016 at 14:15, Mei Mei Huffl
mte:
Sorry to miss your call, Al. I need to change my message; I am in town. I am staffing Bob to
various meetings today. We are at LA Times;Bob is in an endorsement interview now. We have
several back to back meetings. I will call you when I can. Thank you for following up.
ic 11 will Illy II uu
On Mar 18, 2016, at 8:01 AM, Al Hanl
i/rote:
Good Morning Mei Mei
Just called your office and heard your outgoing message; you're
out of town.
Please call me at your convenience to clarify a few points from the
proposal. This will include the modeling, personality clusters, and
voter files.
We want to get this going for Bob right way.
Thanks,
Al
ALHAN
Special Advisor, USA
httDs://CambridQeAnalvtica.orQ
Re: Call when you can
BRG-000010881
Brittany Kaiser , PhD Candidate, MPhil, LLM, MA Hons
Director of Program Development
This email is confidential and may be privileged. If you are not the intended recipient or have
received this email in error, please notify the sender immediately and delete this email. Any
unauthorized copying, disclosure or distribution of the material in this email is strictly forbidden.
Please note that any views or opinions presented in this email are solely those of the author and do
not necessarily represent those of the company. Rnally, the recipient should check this email and
any attachments for the presence of viruses. The company accepts no liability for any damage
caused by any vims transmitted by this email.
Please consider the environment before printing this e-mail
Brittany Kaiser , PhD Candidate, MPhil, LLM, MA Hons
Director of Program Development
This email is confidential and may be privileged. If you are not the intended recipient or have received
this email in error, please notify the sender immediately and delete this email. Any unauthorized
copying, disclosure or distribution of the material in this email is strictly forbidden. Please note that
any views or opinions presented in this email are solely those of the author and do not necessarily
represent those of the company. Finally, the recipient should check this email and any attachments for
the presence of viruses. The company accepts no liability for any damage caused by any vims
transmitted by this email.
Piease consider the environment before printing this e-mail
Brittany Kaiser , PhD Candidate, MPhil, LLM, MA Hons
Director of Program Development
Re: Call when you can
BRG-000010881
This email is confidential and may be privileged. If you are not the intended recipient or have received
this email in error, please notify the sender immediately and delete this email. Any unauthorized copying,
disclosure or distribution of the material in this email is strictly forbidden. Please note that any views or
opinions presented in this email are solely those of the author and do not necessarily represent those of
the company. Finally, the recipient should check this email and any attachments for the presence of
viruses. The company accepts no liability for any damage caused by any vims transmittM by this email.
Please consider the environment before printing this e-mail
ALHAN
Special Advisor, USA
ica.org
Call for Mercer family
BRG-000015914
Call for Mercer family
Date: Mon, 29 Aug 2016 16:54:27 +0000
Hi Brittany,
We received a call in the DC office from William Gheen. He introduced himself as the president of
Americans for Legal Immigration PAC. He is helping Kelli Ward bea^ohrWjcCainJHe wanted to reach out
to the Mercer family in the same regard. He left his contact details^^^^^^^l
I'm not sure who would be the best person to handle this but thought to send this to you considering you
and Al pitched Kelli Ward earlier.
Thanks
Aman
Re: Dish USA update
BRG-000019451
Re; Dish USA update
Date: Tue, 29 Nov 2016 11:38:49 +0000
Well done Brittany
I spoke to Chase last week as well and he reiterated Candy's strong desire to meet with the Trump
administration team ASAP
Reading between the lines: I think that Dish are frightened that their overwhelming support for the
Democrats will come back to haunt them and are quickly seeking to change allegiances.
Not wanting to diminish your hard work, but I suspect that the impetus behind the desire to explore a deal
with CA, has less to do with CA and more to do with our relationship with Trump team. Nonetheless, we
should seize this opportunity to get a deal done.
As soon as a deal is signed, I would be pleased to introduce the family to Bekah, Steve, Jared, Flynn etc
etc etc
A
Alexander Nix
CEO
http:// cambridgeanalytica.org
This email and any attachments are confidential. If you have received this message in error, please do not
use it in any way. Inform the sender and delete it. The author's views and opinions do not necessarily
represent those of the company. Please check this email and any attachments for viruses as the company
accepts no liability for any damage caused by this email.
Please consider the environment before printing this e-mail
On 28 Nov 2016, at 22:55, Brittany Kaiser
wrote:
BRG-000017621.pdftl/21/20, 7:49:49 PM]
https://cambridgeanalytica.org
On Sep Cornell wrote;
All,
We launched a website today to bracket HRC during tonight’s debate. Could be useful to highlight
for clients: https://www.2016truths.com
Additionally, we’ve had a few new videos in the last week for a few different clients.
Corrupt and Dangerous (Make America Number One): https://www.youtube.com/watch?
v=fzeU9iw5Dg4
Do Nothing (Make America Number One): https://www.youtube.com/watch?v=UJJNdl3GsPc
Fighter (WarriorPAC): https://www.youtube.com/watch?v=GczJN-xL8Dg
Emily Cornell
Senior Vice President, Political Affairs
CA Cambridge Analytica
BRG-000017621.pdftl/21/20, 7:49:49 PM]
https://cambridgeanalytica.org
On Sep Cornell wrote
New ad the SuperPAC released yesterday.
https://www.youtu be.com/watch?v=Lt2QVtWtdjQ
Emily Cornell
Senior Vice President, Political Affairs
CA Cambridge Analytica
https://cambridgeanalytica.org
BRG-000017621.pdftl/21/20, 7:49:49 PM]
On Sep 9, 2016, at 9:31 PM, Al
Exactly what I need to show potential clients.
wrote:
Thanks Em,
Al
On 9 September 2016 at 16:57, Emily Cornell wrote:
Per the feedback on the Sales call today, below are links to client videos managed by CA. These
are produced by Glittering Steel, our production partner. These are all recent. More will be posted
to this YouTube channel, so check back for further content. Will send along other relevant ads on
a regular basis.
Em
Dishonorable: https://www.youtube.com/watch?v=blQj_3SO_4Y&list=UURvnu9aLecFJM6D0E0ga-
w
Clinton Foundation Fails on Equal Pay: https://www.youtube.com/watch?
v=Sd3TimpNJek&index=4&list=UURvnu9aLecF JM6D0E0ga-w
Hillary Clinton is Still Lying: https://www.youtube.com/watch?
v=AE_oxMuE7Wk&index=5&list=UURvnu9aLecF JM6D0E0ga-w
Bernie Never Stood a Chance: https://www.youtube.com/watch?
v=FiU6Pdif31c&list=UURvnu9aLecF JM6D0E0ga-w&index=7
Gotta Pat the Bills: https://www.youtube.com/watch?v=ZDI8-
vECFQ4&list=UURvnu9aLecF JM6D0E0ga-w&index=6
Emily Cornell
Senior Vice President, Political Affairs
BRG-000017621.pdftl/21/20, 7:49:49 PM]
https://cambridgeanalytica.org
AL HAN
Special Advisor
Re: Dish USA update
BRG-000019451
Hi guys,
I spent time over the weekend in Colorado and have some great news so far on the strategic
partnership with Dish USA for the TV DMP (see attachment below for a reminder of the concept
note).
Charlie and Cantey Ergen read it and are helping us move fonward. Charlie fonwarded it to a team of
his colleagues last week, headed by Warren SchTichting (EVP, Programming, Marketing & Media Sales),
who is exactly the person Ed expected us to negotiate with.
Chase and his dad Charlie both met with Warren today. Warren has some questions about
requirements and expectations of the proposed strategic partnership, so the next step is a call for him
and Ed.
I will get that set up shortly (awaiting official feedback later tonight).
On a separate, but related, note, the Ergens would like to meet with Bekah or Steve when possible
and be kept updated on the appointments at the FCC. All help we can lend with this puts us in the
right position to forge a great business relationship between CA & Dish.
Thanks to you all, will keep you updated.
Best,
B
Brittany Kaiser , PhD Candidate, MPhil, LLM, MA Hons
This email and any attachments are confidential. If you have received this message in error, please do
not use it in any way. Inform the sender and delete it. The author's views and opinions do not
necessarily represent those of the company. Please check this email and any attachments for viruses
as the company accepts no liability for any damage caused by this email.
Re; invitation: inaugurai Cocktali Party with Cambridge Anaiytica
BRG-000020765
Re: Invitation: Inaugurai Cocktail Party with Cambridge
Anaiytica
From:
To:
Date:
Charlotte Escaravage
Brittany Kaiser
Thu, 12 Jan 2017 21:16:30 +0000
Thanks! Will do.
Will meet Alexander in person and see where it goes from there.
On Jan 12, 2017, at 04:10 PM, Brittany Kaiser wrote:
Anything I can do, you let me know.
For now everytiiing has had a very welcomed reception and I think you can have what you want, in
terms of meetings and feedback at minimum (since I believe you will get along famously with these
lovely people).
Sent from my iPhone
On Jan 12, 2017, at 8:58 PM, Phillip Escaravage wrote:
I am pretty prompt. Thanks so much for
helpirig me with this.
Sent from my iPhone
On Jan 12, 2017, at 3:51 PM, Brittany Kaiser wrote:
That is fantastic, and again I thank you for your hospitality and prompt relies all day while I
try to forget the quality of the wine I'm drinking even in first class....
Alexander is confirming their attendance to you in writing. You can feel free at any point to
bring up the meeting with Steve to Alexander directly who can fix it for you.
Alexander, Bekah and Steve are best frioids and founded our company together as the three
of them. Kelly Anne Conway is also a best friend of theirs but is not on our board (though
we work with her extensively).
Some good recent background about them, the administration and our company: (pasted in
full below for convenience):
http://www.wsj.com/articles/meet-the-mercers-a-quiet-tycoon-and-his-daughter-beoome-
power-brokers-in-tnjmps-washington-1483904047
Meet the Mercers: A Quiet Tycoon and His Daughter Become
Power Brokers in Trump's Washington
Armed with data on an alienated electorate, a hedge-fund magnate and his
family shun the GOP establishment to support the winning campaign;
Re: invitation: inaugurai Cocktali Party with Cambridge Anaiytica
BRG-000020765
advising on cabinet selections
Hedge fund executive Robert Mercer and his family are poised to
become major power brokers in Donald Tmmp's Washington. WSJ's
Keach Hagey joins Lunch Break with Tanya Rivero and explains how
the Mercers saw the appetite among voters for an outsider
candidate as early as 2014. Photo: Sylvain Gaboury/Patrick
McMullan Agency
By GREGORY ZUCKERMAN, KEACH HAGEY, SCOTT PATTERSON and
REBECCA BALLHAUS
Jan. 8, 2017 2:34 p.m. ET 2
In February 2014, a group 0f conservative political donors gathered at New York's Pierre
Hotel to strategize about th5 coming presidential contest.
C
Robert Mercer, a computer programmer and hedge-fund manager who distrusted the
political establishment and loathed Bill and Hillary Clinton, issued a warning: Data he had
M
seen indicated mainstream Republicans such as Jeb Bush and Marco Rubio would have
M
difficulty winning the White House in 2016, according to one of the atterxlees. He said
E
only a tme outsider with a sense of voters' fnjstrations could win.
N
Nearly three years later, Doiiald Trump is headed to the White House, helped by the 70-
year-old Mr. Mercer and hisgJaughter Rebekah, 43. They are poised to become major
power brokers in Mr. Trump's Washington.
Back when Mr. Trump's candidacy was on the rocks, Mr. Mercer, co-chief executive of
hedge fund Renaissance Technologies LLC, provided finandal support. Then, in a surprise
shake-up in August, two of the Mercer family's confidantes, Steve Bannon and Kellyanne
Conway, were installed atop the Trump campaign following a recommendation from Ms.
Mercer.
"The Mercers are incredible people who truly love this country and go all out to protect
America and everything it stands for," Mr. Tmmp said in a written statement to The Wall
Re: invitation: inaugurai Codctali Party with Cambridge Anaiytica
BRG-000020765
Street Journal.
Mr. and Ms. Mercer won't have any formal roles in the Trump administration. Ms. Mercer,
who has been working from Mr. Bannon's office in Trump Tower, is advising on the
selection of nominees to Mr. Trump's cabinet. Mr. Bannon and Ms. Conway are headed
for influential White House roles. Ms. Mercer likely will help lead an outside group
designed to support Mr. Trump's agenda, Ms. Conway has said.
m
Mr. Mercer and his wife, Diana, were the third-largest donors to Republicans in the 2016
election, after Sheldon and Miriam Adelson and Paul Singer, according to the Center for
Responsive Politics. The GOP is now counting on Mr. Mercer to hdp the party gain more
seats in the House and Senate in 2018. Ms. Conway says if the GOP captures more than
60 Senate seats, "Bob Mercer will be one of the people to thank."
Mr. Mercer and his daughter both declined to comment for this article. This account of
Mr. Mercer's career and his family's involvement in the Trump campaign is based on
interviews with current and former employees of Renaissance and others in the hedge-
fund industry, along with people who have dealt with both of the Mercers in the political
Re: invitation: inaugurai Cocktali Party with Cambridge Anaiytica
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arena.
Every new administration, especially one built around a political outsider, brings a new
crop of people to Washington, where they assume various positions of power, often
informal.
It isn't clear what specific policies or positions, if any, the Mercers are seeking for their
support of Mr. Trump. Peter Schweizer, who co-founded a research organization funded
by the Mercers, notes: "Bob Mercer does not want to be ambassador to France."
Mr. Mercer, for his part, is an unlikely kingmaker. A taciturn man, he often sits through
meetings without uttering a word. He once told a colleague he preferred the company of
cats to humans.
Growing up in New Mexico, Mr. Mercer became fascinated by computers at a young age,
he said in a speech several years ago. During the summer after his senior year in high
school in 1964, he attended a National Youth Science Camp and learned to program a
donated IBM computer.
"Computers were not much of interest to my fellow campers, so I got to use the
[computer] all by myself most of the time," Mr. Mercer said in the speech.
While working toward a physics and mathematics degree from the University of New
Mexico at Albuquerque, Mr. Mercer got a job nearby at the Kirtland Air Force Base's
weapons lab. He rewrote the lab's computer program, making it 100 times faster, but his
bosses didn't do much with his work, he said in the speech.
The experience "left me ever since with a jaundiced view of government-financed
research," he said.
After receiving a Ph.D. in computer science, he joined International Business Machines
Corp. and forged a partnership with scientist Peter Brown.Their group helped develop an
innovative approach to computerized speech recognition. Mr. Mercer eventually grew
frustrated with what he saw as IBM's inability to capitalize on thar advances, two ©<-
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colleagues say. IBM declined tx) comment.
In 1993, Renaissance, which relies on computers and complex algorithms, hired Mr.
Brown. Mr. Mercer decided to join, too, though he initially expressed concern to a
colleague about how much trading contributed to society.
When Renaissance researchers encountered a challenge no one could figure out, they
would bring it to Mr. Macer, who would go into seclusion until it was solved, says one
person who worked with him. Colleagues dubbed him the "Big Gun."
Messrs. Mercer and Brown eventually revolutionized Renaissance's approach to trading
stocks and commodities, partly by eliminating the human element from trading decisions
and by fine-tuning the firm's trading models. Last year. Renaissance's assets climbed
above $36 billion, from $27 billion in 2015, even as many rivals stumbled. The two
men became co-CEOs in 2010.
Early on, Mr. Merrer's conservatism was on display in his support for the gold standard
and his animosity toward the Clintons. "He thought [Bill] Clinton was a crook," says
former Renaissance employee Nick Patterson.
.Bi
President-elect Donald Trump arrived for a holiday party at Mr.
Mercer's Long Island, N.Y., estate in December. PHOTO: EVAN
VUCCI/ASSOaATED PRESS
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He often challenged mainstream views. When University of California, Berkeley,
physicist Richard Muller visited Renaissance in 2011 to lecture on his doubts about global
warming, Mr. Mercer buttonholed him afterward to share his own skepticism.
Mr. Mercer was "distmstful of the science," Mr. Muller recalls. "It's a sdentist's duty to be
skeptical, and the original measurements had unaccounted systematic problems that
could have been important."
Mr. Mercer and his daughter Rebekah began financing Mr. Muller's research. The physicist
eventually concluded that global temperatures likely have risen because of human
activity. Mr. Mercer "seemed satisfied with our [recent] results and accepts them," Mr.
Muller says.
In the 1990s and early 2000s, Ms. Mercer, a Stanford University graduate, worked in
Renaissance's trading business. She left to home-school her children and, with her sisters,
open a Manhattan cookie and brownie shop that turned into an online company.
After meeting Andrew Breitbart at a conservative conference, Mr. Mercer and his daughter
in 2011 became interested in investing in his right-wing news organization, Breitbart
News Network.
Mr. Breitbart introduced the Mercers to his friend Mr. Bannon, a former Goldman Sachs
Group Inc.investment banker. Mr. Bannon drew up a business plan and term sheet under
which the Mercer family bought nearly 50% of Breitbart News for $10 million, according
to public filings and people familiar with the matter.
In March 2012, Mr. Breitbart collapsed on a Los Angdes sidewalk and died of heart
failure at age 43. Mr. Bannon and the Mercers convened an emergency meeting in New
York to determine Breitbartis future, according to people familiar with the matter.
Mr. Bannon became the site's executive chairman, eventually gaining influence over the
editorial side of the publication. Breitbart became popular with the "alt-right," a loose
conglomeration of groups, some of which embrace tenets of white supremacy and view
Re: invitation: inaugurai Cocktali Party with Cambridge Anaiytica
BRG-000020765
immigration and multiculturalism as threats. In November, Mr. Bannon told a Wall Street
Journal opinion writer he is an economic nationalist, not a white supremadst. He declined
to comment for this article.
Disappointed by President Barack Obama's 2012 re-election, Mr. Mercer intensified his
political activity. In 2013, he and Ms. Mercer, together with Mr. Bannon, started the
watchdog group Reclaim New York to track what they viewed as excessive public
spending.
That year, Patrick Caddell, a former pollster for Jimmy Carter who has been critical of top
Democrats, shared data with Mr. Mercer showing voters were becoming alienated from
both political parties and mainstream candidates. After asking Mr. Caddell to do another
round of polls and collecting his own data, Mr. Mercer concluded that a major shift was
under way, Mr. Caddell says.
Mr. Mercer "understands trends and data at a level missed by many," Ms. Conway says.
Toby Neugebauer, a conservative energy investor who met with Mr. Mercer in 2014, says
Mr. Mercer predicted that immigration and trade would be central themes of the 2016
campaign.
"He and Rebekah were looking for an outsider to shake things up in Washington," Mr.
Neugebauer says.
Sometimes, father and daughter would walk through Republican fundraising
events locked arm-in-arm. The sociable Ms. Mercer did most of the talking, while her
father stood silently beside her.
Breitbarfs online traffic was soaring, validating the Mercers' faith in Mr. Bannon. When
Mr. Mercer hosted Mr. Bannon on Mr. Mercer's 203-foot yacht, the Sea Owl, Mr. Bannon
wore shorts, cursed freely and held forth like a dose relation, according to people who
visited the yacht.
m
Re: invitation: inaugurai Cocktali Party with Cambridge Anaiytica
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Mr. Mercer's yacht, the Sea Owl, in London in 2013. PHOTO: ROB
POWELL/LONDON NEWS PICTURES/ZUMA PRESS
Mr. Bannon advised the Mercers on which political and media ventures to invest in,
escorting potential benefidaries to Ms. Mercer's triplex apartment at Tmmp Place on
Manhattan's Upper West Side, according to people familiar with the situation.
As the 2016 campaign got under way, the Mercers were focused on causing political
upheaval rather than backing a specific candidate, friends say. "The Mercers' view is not
really tied to a particular person," says Mr. Schweizer, who with Mr. Bannon co-founded
the Government Accountability Institute, a research group funded by the Mercers.
The Mercers initially supported Texas Sen. Ted Cruz, giving a pro-Cruz super PAC more
than $13 million. Even so, Ms. Mercer told Mr. Schweizer that if his institute uncovered
corruption involving Mr. Cmz, "we expect you to report on it," according to Mr.
Schweizer.
When Mr. Cruz dropped out of the race last May, the Mercers pivoted to Mr. Tmmp, the
party's effective nominee. "Bob and Bekah got behind Tmmp because he was clearly an
antiestablishment candidate," says Mr. Caddell, the pollster. "It's a philosophical thing.
They think the establishment has failed and is self-serving."
In July, the Mercers gave $2 million to a super PAC supporting Mr. Tmmp. At a
fundraiser in August, Ms. Mercer suggested to Mr. Tmmp he shake up his campaign.
Re: invitation: inaugurai Cocktali Party with Cambridge Anaiytica
BRG-000020765
recommending that two of her confidants take control, according to two people familiar
with the conversation.
Shortly thereafter, Mr. Tmmp installed Mr. Bannon as CEO and Ms. Conway as campaign
manager. Ms. Conway had helped Ms. Mercer mn Keep the Promise, a super PAC funded
by the Mercers that had supported Mr. Cruz.
At Renaissance, many employees initially shrugged off Mr. Mercer's political activities,
assuming Mr. Tnjmp would lose, and few were aware of the extent of Mr. Mercer's
involvement with Breitbart, according to people familiar with the firm. Later in the
campaign, however, some Renaissance executives chafed at the unwanted publicity that
Mr. Mercer's political activities brought the firm, those people say.
Renaissance's chaimrian and founder, James Simons, is a major donor to Democratic
causes, including Hillary Clinton's campaign. Mr. Simons declined to comment.
After Mr. Tmmp's upset victory, one of his first decisions was to appoint Mr. Bannon as
his chid" White House strategist. He later named Ms. Conway as his White House
counselor.
Ms. Mercer was appointed to the 16-member executive committee of Mr. Trump's
transition team, which is responsible for recommending administration officials. She has
weighed in on personnel decisions including successfully lobbying against Mitt Romney as
secretary of state and for Sen. Jeff Sessions as attorney general, according to people
familiar with the matter.
On(£ Mr. Tmmp takes office, Ms. Mercer is likely to help lead an outside group, funded
by her father, aimed at bolstering Mr. Tmmp's agenda, Ms. Conway says. Republican
operatives expect the organization will build its messages based in part on information
collected by Cambridge Anaiytica, a data firm backed by the Mercers that worked on Mr.
Tmmp's campaign.
Re; invitation: inaugurai Cocktali Party with Cambridge Anaiytica
BRG-000020765
On Dec. 3, Mr. Mercer hosted his annual holiday party at his Long Island estate, Owl's
Nest, a bash at which most guests wear costumes. The party's theme this year was
"heroes and villains." Mr. Bannon and Ms. Conway brought Mr. Trump as a surprise
guest.
As the revelers settled in, Mr. Trump rose to speak, according to two attendees, joking
that he had just had his longest conversation ever with Mr. Me^cer-^wo words. He
lauded the contributions of Mr. and Ms. Mercer to his campaign, then joined the Mercers,
Mr. Bannon and Ms. Conway at the head table.
Sent from my iPhone
On Jan 12, 2017, at 3:53 PM, Phillip
wrote:
Brittany,
I would love to have them. Would be happy to meet both of them.
Phillip
Sent from my iPhone
On Jan 12, 2017, at 2:36 PM, Brittany Kaiser wrote:
Phillip,
May I ask a favor of you? The conversation today went very well.
Rebecca Mercer wants to meet with you and Alexander together. She will be
attending our event on Thursday and wondered whether there is space for her and
Alexander to join your event on Friday?
If you invite them they said they will both come.
Let me know and I will fix it in their diaries. I'm guessing they will leave the ofFicial
ball early and come join us at yours.
There may also be an invite we can extend to you for a big event Saturday which
has not been confirmed yet.
Best,
B
Sent from my iPhone
On Jan 12, 2017, at 2:45 PM, Phillip Escaravage
wrote:
Re; invitation: inaugurai Cocktali Party with Cambridge Anaiytica
BRG-000020765
I would like to give Steve my two cents. Nate should be on NSC for North
Africa.
This meeting is with someone that Steve should absolutely speak to before the
20th. It will give him deep insight to Libya that will cany him for a while.
Sent from my iPhone
On Jan 12, 2017, at 1:42 PM, Brittany Kaiser
wrote:
If it's for appointments that would be very good since they still need help
and are a long way off filling all the roles, from what I understand.
Alexander might be able to arrange that, or I can introduce you to Steve
on emails or by phone but he listens to Alexander’s needs of course
higher priority tnan my own so a request from the CEO is a better
strategy.
Let me know, and also Alexander should get back to you by this evening
or tomorrow morning at the latest when he's out of Trump Tower etc
Sent from my iPhone
Qryar^2^017j^3^^ Phillip Escaravage
I may have someone in the US by the 17th that Steve Bannon
absolutely should meet with before the 20th.
Sent from my iPhone
QnJanl2^017jtl2i40^ E
Brittany Kaiser
rote:
All good and noted.
Yourselves and your guests are confirmed on the security list as
of a few minutes ago. Let me know if you require last minute
additions before the 18th!
Sent from my iPhone
Qr^ar^2^0^j^3^M, Phillip Escaravage
wrote:
That's too funny!
Probably no new to meet with Mohammed Bashir at this
time. But thanks for thinking of it!
Sent from my iPhone
Qr^ar^2^017^^^2^M, Brittany Kaiser
wrote:
Re; invitation: inaugurai Cocktali Party with Cambridge Anaiytica
BRG-000020765
I just sent her a Facebook mess^e with her RSVP and
we are giggling over this. It is hilarious.
On a side note, one of my good friends Mohamed
Bashir, son of Ghaddafi's head of the LAP, one of
Africa's biggest investors (more than Hosni Bei for
Libya) might be in town. If so I’d like to introduce you
if you have the time:
https://en.m.wikipedia.org/wiki/Bashir Saleh Bashir
Sent from my iPhone
_PM, Phillip Escaravage
" wrote:
She is dating my close friend Alex
Sent from my iPhone
Qr^ar^2^0^^^^0^M, Brittany Kaiser
wrote:
No way! I am friends with Antalya from
London.
We met at my friend's birthday party last
January in an old manor home in the
countryside. (Conor actually attended that
party at my invitation, so he knows her now
too).
The world gets smaller...
Sent from my iPhone
On Jan 12,
Escaravage
wrote:
Phillip and Charlotte Escaravage
HRH Prince Alex von Preussen
Alexia Bergstrom
Basem Sal^
Antalya Nall-Cain
Sent from my iPhone
On Jan 12^017jM0^3^M^rittanv
Kaiser
wrote:
Fantastic. You and Charlotte plus
four I assume? I will have my
assistant add you all to the list just
now.
Re; invitation: inaugurai Cocktali Party with Cambridge Anaiytica
BRG-000020765
If you have names/titles of your
guests b^ore next Wednesday that
would be very helpful just in case
the security attempt to make our
lives difficult! I think everyone may
ne«J a photo ID but I will confirm
closer to the time.
Best,
B
Sent from my iPhone
On Jan 12, 2017, at 10:52 AM,
Philli^saravag^^^^^^
Brittany,
I would love to come. I
have six people total including
me. Let me see how the
schedule looks.
Phillip
Sent from my iPhone
On Jan 12, 2017, at 9:49 AM,
Dearest Phillip,
I know you and Charlotte
may not be in town next
Thursday, but I wantod to
extend my invitation we
discussed regardless.
And of course any of your
friends and colleagues are
welcomed in our new DC
home. They can RSVP
directly to me or through
the email on the invite
below.
We need round numbers
by today if at all pssible,
but I can still add people
to the security list up to 24
hours ahead of time.
All the best,
B
Re; invitation: inaugurai Cocktali Party with Cambridge Anaiytica
BRG-000020765
<Inaguration-Invite-
VI.jpg >
Brittany Kaiser,
PhD Candidate, MPhil,
LLM, MA Hons
Director of Program
Development_
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confidential. If you
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please do not use it in
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Please check this email
Re: invitation: inaugurai Cocktali Party with Cambridge Anaiytica
BRG-000020765
and any attachments
for viruses as the
company accepts no
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damage causOT by this
email.
Berkshire on NYT
BRG-000023547
Berkshire on NYT
operatives. It is also really upsetting to see publications such as the NYT that I cherish Dick whatever fits
their thesis. We ve done oood work for the Rnancial Times, which is publiclv known fan investioative
iece such as this one could have easily found outT we are up for a David Olaiw award bv the
Advertisino Research Foundation on 20 March fsee here). And ves whilst the Trump campaion only used
tone analysis and persuasion scores for analytics, our work for the Super PAC used psvchoaraphics
throuahout fbut we don t want to run around with this as the Super PAC was called Defeat Crooked
These are just a couple of
R
)oints. Hope this helps. Let me know.
On 6 March 2017 at 18:21, Blake Gottesman
wrote:
Tough Piece in NYT
CONFlDEmTAUTY NOTICE
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Re: 2094_Phenomen Films
BRG-000027201
Re; 2094 Phenomen Films
From: Maksym Demydento
To: Charlie Trueman
Cc: Salli Hollinson
Brittany
oleg.kinr[
Chatillon
Date: Fri, 12 May 2017 08:19:38 +0000
Good morning,
Maitine and Alexei are both not in London, could you please set up a conference call with them? (Italy and
Russia)
Thank you
Maks
Maksym Demydenko
Head of Sound and Technical Departments
Phenomen UK Ltd
DAU
Information in this email is confidential and is intended only for the use of the addressee(s). Its
unauthorised use, disclosure, storage or copy^inq is not permitted. If you are not the intended recipient,
please destroy all copies and notify the sender by return email.
On 12 May 2017, at 09:13, Charlie Trueman
wrote:
Update meeting
Attendees
Phenomen Films
Cambridge Analytica
Innovision
Location
Innovision
The Studio
Inner Circle
The Regent's Park
London
NWl 4PA
Dial in details:
Re: 2094_Phenomen Films
BRG-000027201
<Mail Attachment.ics>
Fwd: call for Rebekah Mercer
BRG-000030805
Fwd: call for Rebekah Mercer
From: Robert Murtfeld
To: Brittany Kaiser
Date: Mon, 24 Jul 2017 14:15:00 +0000
See below.
Let me know your thoughts.
-Forwarde d
From: David Day
Date: 24 July 201i
Subject: call for Ri
To: Robert Murtfeld
Hey
Justin|
meet wr
personal assistant to the Israeli Ambassador, says the Ambassador would like to
ekai
Fwd: call for Rebekah Mercer
BRG-000030805
scl group
Admin & Finance
1
DC Office
• KK to iiaise with RJ re budgets for DC Office Set up.
• PW advised Tax consuitants good vaiue for money but inconciusive as
detaiis of re iocation not yet confirmed.
2
Recruitment
• AT requested 2 Data Scientists, a Data Engineer and DBA
• AT proposed iooking into Recruitment needs re Caiifornia Chamber of
Commerce Proposai (media buy $20,000 with Campaign Soiutions)
• A Fuii Stack Deveioper aiso required.
• Junior Systems Admin required for DC office.
• An intern required for Breitbart Facebook tagging
3
Data Team
Need a discussion on data team structure and management: scheduled for
toady @ 2pm
4
HR
• Proposai by JW re need for Senior Person to assist MM.
• Proposai for MM to have cover re downtime.
5
Equipment
• KK to meet with RJ to discuss and agree payment systems re recurring
iT charges and identify which invoices can be paid re KK card and Bacs.
Finance
• KW to chase NMSi for outstanding invoice
• PW to iiaise with SR to agree who wouid chase Kenya invoice.
• it has been agreed to discuss Aged Debtors re Cambridge Anaiytica
scl commercial scl defence scl elections scl social
WWW. scl .cc
scl group
AOB
scl commercial scl defence scl elections scl social
WWW. scl .cc
Subject: Re: Urgent: Press enquiry
From: Peregrine Willoughby-Brown
Date: Thu, 04 Feb
To: Jordan Kleiner
Cc: Brittany Kaiser
Harris Made
Alex Tayler
Sabhita Raj
Hi all
As far as Breitbart is concerned, there are two potential responses:
1. "We have never received survey responses from Breitbart.com" (This is true. We agreed the deal
with them to get their survey data but they didn't actually send anything other than a list of names
for matching. Then everything went sour.)
2. "We can't comment on data sharing or other commercial agreements we have with our clients
and partners without their permission, and it's not generally something we would want to talk
about."
We could also combine these answers, something like:
"We don't normally comment on data sharing or other commercial agreements we have with our
clients or partners, but we can confirm that we have never received the results of surveys from
Breitbart.com."
Somebody more senior than me (preferably somebody who has a closer relationship with Bannon
and has a better idea of where we're at with them) should probably make the final determination.
Things are obviously still a bit shaky so we need to be careful. We have been repeatedly linked with
them in the media, but this data sharing story actually appeared on some random blogs before we
had actually made an agreement with them about data sharing. So it's really Just speculation, but it
is speculation which would probably seem logical to outside observers.
Peregrine Willoughby-Brown
Senior Project Manager
BRG-000045230 Breitbart data feb 2016.txt[l/24/20, 8:16:51 AM]
scl commercial
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scl elections
scl social
This email is confidential and may be privileged. If you are not the intended recipient or have
received this email in error, please notify the sender immediately and delete this email. Any
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Please consider the environment before printing this e-mail
On 4 February 2016 at 17:27, Jordan Kleiner
Hey Brittany,
wrote:
I can answer 1 Pere should be your best bet for 2.
1) Over the past 6 months we have surveyed between 15,000 and 55,000 US adults per month via
BRG-000045230 Breitbart data feb 2016.txt[l/24/20, 8:16:51 AM]
our online surveys (the 55 000 was this month, probably worth mentioning).
I'd prefer we did not disclose in the media our suppliers for legal/contractual reasons.
All the best,
Jordan
On 4 February 2016 at 17:12, Brittany Kaiserwrote;
A few follow up questions from yesterday's barrage of interviews. Please help me out asap to
ensure accuracy in today's printed stories:
1) Not sure if he read 50K somewhere, but isn't it 30K minimum completes? Is there an upper limit
I can quote?
On the 50,000 or so monthly surveys you all conduct, you said those are primarily done through
the web and by phone. For the ones done online, can you say what partners you work with to get
those done?
2) Not sure how to answer this:
I’ve seen reports that reader surveys conducted by Brietbart.com ultimately make their way to
Cambridge. Is that accurate?
Brittany Kaiser, PhD Candidate, MPhil, LLM, MA Hons
Director of Program Development
BRG-000045230 Breitbart data feb 2016.txt[l/24/20, 8:16:51 AM]
London, UK
This email is confidential and may be privileged. If you are not the intended recipient or have
received this email in error, please notify the sender immediately and delete this email. Any
unauthorized copying, disclosure or distribution of the material in this email is strictly forbidden.
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not necessarily represent those of the company. Finally, the recipient should check this email and
any attachments for the presence of viruses. The company accepts no liability for any damage
caused by any virus transmitted by this email.
Please consider the environment before printing this e-mail
Jordan Kleiner
Political Research Lead
BRG-000045230 Breitbart data feb 2016.txt[l/24/20, 8:16:51 AM]
BRG-000045230 Breitbart data feb 2016.txt[l/24/20, 8:16:51 AM]
Referendum UKIP notes
Kaiser
Date: Tue, 03 Nov 2015 05!5o!o^SoO^^^^^^^^
Oldham -
1.5 million people -
3 databases - 1st membership database 40/50,000 names & details
Canvassing data from general election and the by election - but a mess, no consistent standard
All of our online engagement data - Facebook & Nigel Farage
Breitbart facebook & user data, which we can also potentially make use of
Cannot give the database
to provide data for the right purposes
what we can do is full access to analyse and produce -
Permissible use of our data -YES
If we produce results based up on this -
Leave.Eu paying - the cost of allowing us to use
Collateral contract - we are processing it
Membership data - University of Nottingham did a full survey 8%
API into the data
100,000 member by the end of the year (now at 40,000)
Arron has in mind for there to be a proposal for rebranding of UKiP
VoteLeave.Eu are off the mark completely
1) We are light-years ahead of everyone else
2) Element of thought leadership involved - Leave.Eu is the one to put their weight behind
10 people on the commission - all major political parties on the commission all non-lords
"Caseworker" - CMS system for voters
Voter Gravity have some of their data - but only 30 constituencies in to the system
All electoral rolls are available - publicly available
Some marked registers - some paper copies, some digital copies
Leitrim House - somewhere in Devon - Thursday
Relatively happy with
Relatively - until the designation is decided upon
-Voter turnout
Phillip Coppell from Cornerstone - Johnny data guy!
Very helpful -
Can Matt get his data guy up here?
2) If we can get that intro for legality
3) Letter of authorisation for contacting the electoral register
This email is confidential and may be privileged. If you are not the intended recipient or have received this
email in error, please notify the sender immMiately and delete this email. Any unauthorized copying,
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opinions presented in this email are solely those of the author and do not necessarily represent those of
the company. Finally, the recipient should check this email and any attachments for the presence of
viruses. The company accepts no liability for any damage caused by any vims transmittM by this email.
I03S6 consiiosr tnc environment uerore pnnting tnis 0“nf3i!
scl group
Meeting Minutes
Date: 03 November 2015
Time: 1115h
Location: Mayfair
Name:
Project Review Meeting
Note taker:
Krystyna Zawal [KZ]
Attendees:
Julian Wheatland [JW], Alex Tayler [AT], Sabhita Raju [SR], James Hillier [JH], Kieran Ward [KW], Kyriakos
Klosodis [KK], Josh Coe [JC]
Apologies
Pere W-Brown [PWB]
Rest of World
1
Ghana
Exploring alternative vehicle for Ghana political project; possibility of company different to
NMSI that is negotiating a defence contract.
Process of SCL as sub-contractor to remain though this route may be more successful as
smaller size of defence contract may not be hampered by IMF controls in the way NMSI
contract was.
Hope to have some indication next week.
2
Kenya
Meeting in Dubai postponed to w/c 9*'' Nov, no time pressure on the client
Subsequent to meeting - client suggested meeting in London on 9 November
3
Argentina
No updates
4
Mongolia
BK followed up with client but no prospect
5
Hungry
Philip Morris Int - TAA proposal being prepared; expect to submit to client mid next week
6
Cameroon
JH waiting to hear from client - JH to chase but unlikely prospect
scl commercial scl defence scLiections scl social
1
scl group
7
West Africa (Burkina Faso, Maii, Niger)
Counter-terrorism perception survey proposai - opportunity to pitch to the Danish
internationai Deveiopment agency (introducer: CB). Experssion of interest/Letter of interest
to be prepared and shared with Ceris this week
8
SCL Defence
Saudi Arabia contract not signed, undergoing pricing review [JW]
9
Leave EU
Phase i ($45k) - approved
Anaiysis of UKiP data to create profiies prior to BK presentation on 17+18 Oct
SR to check data handiing reguiation
JW to scheduie meeting with barristers
Consuitation with QC on data compiiance issues set up - any questions or concerns to be
sent to JC for coiiation prior to that
JC to sit with David W to identify process and highiight how data is to be processed as basis
for discussion with QC
USA
10
STC
Verbai agreement reached on forward programme and dose to agreement on settiement of
past biii
Discount given on the basis of poor RiPON deiivery
CA provides RiPON back end, data services and possibiy Digitai Marketing as part of
forward work programme
11
Carson
SR to foiiow up with Eyai after Jon’s departure
CA-TC proposai and costing to be discussed by AJAN and agreed with ciient and Tivo
TV - KK to examine new contracts
Liveramp account needed anyway for any digitai marketing efforts so $30k biii
shouid be a good investment investment for both purposes
AT to check distribution of Liveramp
12
Breitbart
scl commercial scl defence scLlections scl social
scl group
Last invoice still not paid
Asocial media hire required, possibly through Molly
Digital targeting - Matt to have a call with Zack and undertake social media monitoring and
tracking until Molly on board and up to speed
Managing expectations - PWB to schedule call with Larry Solov
13
Missouri
Initial invoice paid
Project progressing well
14
KtPI
Discussions on TV and Digital Marketing in progress
KtP invoiced for $10k to cover the costs of Campaign Initiatives - still not paid
$186k invoice still not paid
Another $18k to be invoiced in 3 weeks
Concern that Targeted Victory may be pushing us out of digital marketing component of
contract as a result of CA taking the direct TV targeting component they probably would
have done. Discussion with relevant parties scheduled tonight
15
Trump
On hold and unlikely to progress
16
Humane Society United States
Extension of deadline on Briefing packs may be proposed to take account of refined
methodology and recent research on personality types - TBD
17
Heritage Foundation
No change - contract still with their lawyers
Subsequent to meeting feedback received from them and counter proposals sent
18
PCI Action Group
Agreed on the new creative work through AIQ
19
Philanthropy Roundtable / REC
scl commercial scl defence scl elections scl social
scl group
TiVo demonstration - call to be arranged JH&AT
Awaiting payment for 2"‘' invoice
20
Bolton Super PAC
No problems with data
2nd invoice raised, Pere to forward it to client
21
KTP PAC/KtPIII
Email hygiene through AIQ
Contract to be prepared once KtP family decide which vehicle to contract through
No revenue expected
22
Republicans Overseas
Contract under review, no updates on the signing date, BK to provide updates after back
from USA
23
Targeted Victory
No prospect
24
Nation Builder
Potential prospect in the medium-longer term but no revenue details yet available
OPERATIONS
25
Staffing
New hires:
Matt Oczkowski (please ask Krystyna if having problems pronouncing his surname) -
product developer with focus on political product development and based in DC. To
commence in November
Subsequent to meeting likely start date of 23 Nov was Indicated
Molly Schwickert- Head of Digital, starting 09/11, to liaise and overview AIQ and review
Digital Marketing costs, Molly to visit London office in next 2-3 weeks
scl commercial scl defence scLiections scl social
scl group
Paul Creasey -possible product development manager for commercial products in London
- tbd
New Project Managers - interviews in progress in DC and in London
26
Software
Agreed that Asana and Smartsheet serve different purposes
JC to organise training on ASANA with PWB, JH and KK
Smartsheet - really only a glorified “Excel” and to be replaced by Asana and Google
Sheets. (KW to break the news to AJAN)
Slack - real-time messaging tool to reduce emails volume to be used for ongoing
discussions
27
Sales Team
Regular debriefs to be arranged after every sales trip
SR to coordinate and allocate any requests from Sales team according to UK team
workload
All past client work to be stored on the NAS server Client Archive - Projects
CA connect - different way of selling CA data offering to clients through CA Connect.
Brochure/pricing schedule prepared for KtP sets out the new approach.
For customised models and offering and creative production pricing in the 2015 Pricing
document still obtains.
Digital marketing costs in that document still a guide but can be flexible depending on needs
of client.
scl commercial scl defence scl elections scl social
5
CA list deal with KTP PAC-ATTORNEY CLIENT
PRIVILEGED COMMUNICATION AND ATTORNEY
PRIVILEGED WORK PRODUCT
From:
To:
Cc:
Date:
Attachments:
Brittany Kaiser
Alexander Nix
Tue, 18 Aug 2015 20:37:08+0000
DM-#4982583-v1-KTP_Pac-CAJist_agreement.DOCX (25 kB)
Alex,
Annexed is a form of a list swap/enhancement agreement to be used with Keep the
Promise PAC. In order to ensure we are engaging in an appropriate arm's length negotiation I have
set forth the costs and responsibilities in this agreement, which includes KTP paying CA $1,500 per
100,000 names, as well as paying for all the vendor work. It may well be that once we really
negotiate the cost of the vendor and back end review those costs are sufficient to obviate any direct
payment to CA. Please take a look and send me any comments, then I'll send it to the attorney for
KTP PAC, thus far it doesn't appear that they are interested in buying a full suite of services from CA.
However, you'll note that we expressly allow them to share whatever names they get from CA with
KTP I, and KTP I may want to share its lists down the road with the PAC.
Larry
LARRY LEVY
Counsei
BRACEWELL & GIULIANI LLP
CONFIDENTiALFTY STATEMENT
This message is sent by a iaw firm and may contain information that is privileged or confidentiai. if you
received this transmission in error, please notify the sender by reply e-mai! and delete the message and
any attachments.
CA list deal with KTP PAC-ATTORNEY CLIENT
PRIVILEGED COMMUNICATION AND ATTORNEY
PRIVILEGED WORK PRODUCT
From:
To:
Cc:
Date:
Attachments:
Brittany Kaiser
Alexander Nix
Tue, 18 Aug 2015 20:37:08+0000
DM-#4982583-v1-KTP_Pac-CAJist_agreement.DOCX (25 kB)
Alex,
Annexed is a form of a list swap/enhancement agreement to be used with Keep the
Promise PAC. In order to ensure we are engaging in an appropriate arm's length negotiation I have
set forth the costs and responsibilities in this agreement, which includes KTP paying CA $1,500 per
100,000 names, as well as paying for all the vendor work. It may well be that once we really
negotiate the cost of the vendor and back end review those costs are sufficient to obviate any direct
payment to CA. Please take a look and send me any comments, then I'll send it to the attorney for
KTP PAC, thus far it doesn't appear that they are interested in buying a full suite of services from CA.
However, you'll note that we expressly allow them to share whatever names they get from CA with
KTP I, and KTP I may want to share its lists down the road with the PAC.
Larry
LARRY LEVY
Counsei
BRACEWELL & GIULIANI LLP
CONFIDENTiALFTY STATEMENT
This message is sent by a iaw firm and may contain information that is privileged or confidentiai. if you
received this transmission in error, please notify the sender by reply e-mai! and delete the message and
any attachments.
Subject: Fwd: Cambri
From: Alexander Nix
Date: Wed, 21 Oct 2
To: Julian Wheatlan
Brittany Kaiser <|
OK 10am confirmed - please book big room and have office looking smartBrittany - please can
you change your flight
A
Alexander Nix
Director
SCL Group
scl commercial
scl defence
scl elections
scl social
This email is confidential and may be privileged. If you are not the intended recipient or have
received this email in error, please notify the sender immediately and delete this email. Any
unauthorized copying, disclosure or distribution of the material in this email is strictly forbidden.
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caused by any virus transmitted by this email.
BRG-000052451.txt[l/23/20, 7:42:21 PM]
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Begin forwarded message:
Subject: Re: Cambridge Analytica/ EU Exit
Arron
Date: 21 October 2015 08:12:12 GMT-4
To: Steve Bannon <steve(Q)arc-ent.com>
Yes
Sent from my iPhone
On 21 Oct 2015, 13:06, Steve Bannon wrote:
10 am???
On Oct 21, 2015, at 1:03 PM, "Arron Banks" wrote:
before lunch
On 21 Oct 2015, Steve Bannon wrote:
Arron : Alexander is Cambridge's CEO.... he will be in the states with me but we will be dialed in by
bridge line... our operating team will be at the company to present
Alexander will provide the address
What time works best for u?
BRG-000052451.txt[l/23/20, 7:42:21 PM]
On Oct 21, 2015, at 12:49 PM, "Arron Banks
wrote:
Where do you want to meet Friday ?
A
Sent from my iPhone
On 21 Oct 2015, at 10:32, Steve Bannon wrote:
Great
5:35 AM
To: Steve Bannon
Cc: Matthew Richardson
Subject: Re: Cambridge Analytica/ EU Exit
Yep I'm
Good for Friday
Sent from my iPhone
On 20 Oct 2015, 22:46, Steve Bannon wrote:
Arron: can u do a meeting this friday?
BRG-000052451.txt[l/23/20, 7:42:21 PM]
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PROJECTS MEETING WED, 22/12/2015
Memorandum
To:
Cambridge Analytica, LLC
From:
Chief Executive Officer
Date:
October 7, 2014
Re:
Anti-Coordination Firewall Policy
In accordance with Federal Election Commission (“EEC”) regulations (11 C.E.R. § 109.21(h)),
CAMBRIDGE ANALYTICA, LLC(“Cambridge”) has adopted the following internal Eirewall
Poliey applieable to all employee or eonsultant eommunieations internally and with elients
operating in the world of federal eampaigns, polities, and issue advoeaey. Eaeh employee,
independent eontractor, eonsultant, agent or other representative of Cambridge (“Cambridge
personnel”) shall be governed by this Eirewall Poliey and must agree to be bound by its
restrietions as a term of employment or eontinued retention. This Eirewall Poliey is intended to
supplement the requirements regarding elient eonfidentiality and professionalism to whieh all
Cambridge employees already adhere.
This Eirewall Poliey aeeords with federal rules restrieting eertain eommunieations between
federal eandidates, politieal parties and outside entities through retained “eommon vendors,” and
its purpose is to prevent the improper diselosure (either intentional or inadvertent) of material
information regarding the strategies, plans, projects, activities, or needs of federal eandidates
and/or politieal parties (national, state, and loeal) to other elients who might make use of that
information to develop or distribute their own eommunieations.
This poliey applies to all Cambridge personnel beeause you are in a position to possess
information that may potentially be used to faeilitate “eoordination” between and among
Cambridge elients. In addition to having information about a elient’s general politieal or issue
advoeaey strategies, plans, projeets, aetivities, or needs, you may also have specifie knowledge
about a elient’s proprietary media strategy, ineluding information regarding:
• The eontent of a eommunieation;
• The intended audienee for a eommunieation;
• The means or mode of a oommunieation;
• The speeifie media outlets used for a eommunieation;
• The timing of a eommunieation;
• The frequency of a communication; and
• The length of time an advertisement will be distributed.
Conveying these types of information from one elient to another elient eould subjeet both elients,
Cambridge, and you individually to legal liability.
- 1 -
For these reasons, Cambridge has adopted the following internal policies and procedures,
applicable from the date of this memorandum through the end of the current federal election
cycle. Cambridge clients will be divided into three categories: federal candidates; political
parties; and outside entities.
• An “outside entity” is any person or organization that is not a federal candidate, a federal
candidate’s committee, or a political party committee. An “outside entity” could be a
traditional political action committee or an independent expenditure committee, a Section
527 organization that is registered only with the IRS, a Section 501(c)(3) or (c)(4)
organization, a labor union, a trade association, any other non-profit or for-profit
organization, or even an individual that wishes to engage in political or issue advocacy.
As a general matter, Cambridge management will designate staffing assignments. For specific
guidance about the implementation of this policy or questions about its applicability to particular
facts or circumstances, please consult with Sabhita Raju who will be responsible for answering
questions or consulting legal counsel as necessary.
(1) Cambridge Personnel Working For a Federal Candidate Client
Cambridge personnel working on behalf of Cambridge for a federal candidate client are
strictly prohibited from discussing with, or otherwise conveying information about that
client to, any person (within or without Cambridge) who performs work and services for,
or who is otherwise associated with, a political party or any outside entity that pays for,
or is considering paying for, the production or dissemination of public communications
mentioning or referring to the same federal candidate, or an opponent of that federal
candidate.
This prohibition includes the sharing, discussing, or conveying of any and all information
relating to the strategies, plans, projects, activities, or needs of a federal candidate or
political party client that might be of value to an outside entity interested in sponsoring
communications mentioning or referring to that same federal candidate, the federal
candidate’s opponent, or any political party.
Cambridge personnel working on behalf of Cambridge for a federal candidate client shall
not simultaneously provide work or services to any political party or outside entity that
has, will, or may reasonably be expected to, distribute public communications referencing
that same federal candidate, or the federal candidate’s opponent.
One must be careful not to communicate anything about your work for a federal
candidate with a committee operating in the same jurisdiction as the candidate, including
national, state, and local committees.
Employees who work exclusively as technicians, such as camera operators; telephone
operators, including those making calls to conduct surveys, polls, or get out the vote; and
clerical personnel are not privy to the strategic plans of a client’s campaign and therefore
not subject to the strict prohibitions in this policy. As such, they may work on multiple
- 2 -
campaigns, but must still adhere to Cambridge’s policies regarding elient eonfidentiality.
Sueh employees should not discuss work performed for a federal eandidate with other
Cambridge personnel, other than her, or his immediate supervisor.
(2) Cambridge Personnel Working For a Political Party Client
Cambridge Personnel working on behalf of Cambridge for a political party client are
strietly prohibited from discussing with, or otherwise eonveying information about that
elient to, any person (within or without Cambridge) who performs work and serviees for,
or who is otherwise assoeiated with, any outside entity that pays for, or is eonsidering
paying for, the production or dissemination of public communications mentioning or
referring to the politieal party or candidates of the politieal party. This prohibition
includes the sharing, diseussing, or conveying of any and all information relating to the
strategies, plans, projects, activities, or needs of a politieal party client that might be of
value to an outside entity interested in sponsoring eommunieations mentioning or
referring to the political party candidates of the politieal party.
In addition, Cambridge personnel working on behalf of Cambridge for a political party
client are strictly prohibited from discussing with, or otherwise eonveying information
about that political party client to, any person (within or without Cambridge) who
performs work and serviees for, any federal eandidate elient who is (or eould be) the
subject of public communications or get-out-the-vote efforts sponsored by the politieal
party elient. This prohibition ineludes the sharing, discussing, or conveying of any and
all information relating to the strategies, plans, projeets, aetivities, or needs of a political
party client that might be of value to a federal eandidate client who is (or eould be) the
subject of public communications or get-out-the-vote efforts sponsored by the politieal
party client.
Cambridge personnel working on behalf of Cambridge for a politieal party client shall
not simultaneously provide work or serviees to any (i) outside entity elient that pays for,
or is eonsidering paying for, the production or dissemination of public communications
mentioning or referring to the political party or candidates of the politieal party; or (ii)
federal candidate who is (or eould be) the subject of public communications or get-out-
the-vote efforts sponsored by the politieal party client.
Employees who work exelusively as teehnicians, such as camera operators; telephone
operators, including those making ealls to conduet surveys, polls, or get out the vote; and
elerieal personnel are not privy to the strategie plans of a client’s campaign and therefore
not subject to the striet prohibitions in this poliey. As sueh, they may work on multiple
eampaigns, but must still adhere to Cambridge’s polieies regarding client eonfidentiality.
Such employees should not discuss work performed for a politieal party with other
Cambridge personnel, other than her, or his immediate supervisor.
- 3 -
(3) Cambridge Personnel Working For An Outside Entity Client That Sponsors
Political or Issue Advocacy Advertising
Cambridge personnel working on behalf of Cambridge for an outside entity client that
distributes public communications mentioning a federal candidate or political party are
strictly prohibited from discussing, or otherwise conveying information about that outside
entity client, with any person (within or without Cambridge) who performs work and
services for, or who is otherwise associated with, that federal candidate or political party.
Cambridge personnel working on behalf of Cambridge for an outside entity client that
distributes public communications that in any way mention or reference a federal
candidate for office, or a political committee, shall not simultaneously provide work or
services for the federal candidate or political committee mentioned or referenced.
Employees who work exclusively as technicians, such as camera operators; telephone
operators, including those making calls to conduct surveys, polls, or get out the vote; and
clerical personnel are not privy to the strategic plans of a client’s campaign and therefore
not subject to the strict prohibitions in this policy. As such, they may work on multiple
campaigns, but must still adhere to Cambridge’s policies regarding client confidentiality.
Such employees should not discuss work performed for an outside entity client with other
Cambridge personnel, other than her, or his immediate supervisor.
(4) General Matters
On a case-by-case basis, and in consultation with legal counsel, Cambridge may
determine that a specific client does not present any possibility of conflict. For example,
in situations where the interests of one client do not overlap with the interests of any
other client in a way that could result in a “coordinated communication,” the firewall
policy contained herein may not be necessary within Cambridge, however, the
restrictions regarding communication of information with outside persons or entities
would still apply. In such cases, the restrictions set forth above may be inapplicable.
Cambridge personnel will be advised if any exceptions to this policy are made. A record
will be maintained that contains fact specific information regarding why the exception
was made.
Situations may arise in which Cambridge determines that it may best protect the interests of one
or more clients by requiring that an employee, consultant, vendor, or independent contractor that
has previously performed work or services for one client not perform work and services for
another certain client until a federally-mandated period of 120 days has passed. Such
determinations will be made on a case-by-case basis in consultation with legal counsel and
affected clients.
Cambridge will take steps to ensure that internal documents relating to federal candidate clients
and political party clients are segregated from internal documents relating to outside entity
clients.
- 4 -
Cambridge currently employs or retains persons who perform functions that do not involve the
formulation of strategy or creative content. Such Cambridge personnel may provide such
services to all Cambridge clients. However, such Cambridge personnel shall not convey any
strategic or creative information pertaining to any clients to any Cambridge personnel that are
subject to the firewall policy restrictions set forth above. Other Cambridge personnel are
expected to respect this policy and not request information in contravention of this policy.
Cambridge will consult regularly with legal counsel regarding the continued maintenance of this
firewall policy. This policy is subject to revision due to changed circumstances, or changed legal
guidelines.
This policy will be distributed to all of Cambridge’s current and future employees, independent
contractors, consultants, clients, and agents.
Every current employee, consultant, agent, or independent contractor is required to read and
return a signed copy of this policy to Ben Coe. New employees, consultants, agents or
independent contractors will be required to read and return a signed copy of this policy to Ben
Coe as a condition of being hired or retained.
If you have any questions about this policy, please contact Sabhita Raju.
This policy was adopted on October 7, 2014 by Cambridge.
For CAMBRIDGE ANALYTICA, LLC
Alexander Nix, Chief Executive Officer October 7, 2014
I have received a copy of this policy, read and understand its terms, and agree to abide by
its restrictions and requirements. If I have any questions about this policy, or how to apply
it to my work, I understand that I should contact Sabhita Raju, prior to sharing any
information learned from my work with a Cambridge client.
Name, Printed
- 5 -
Signature
Date
AggregatelQ
Changing 'raE way you work ■with y’our data
In partnership with
CX
CAMBRIDGE
ANALYTICA
aggregateiq.com
cambridgeanalytica.org
SERVICES AGREEMENT
SERVICES AGREEMENT dated
between:
,day of September 2015 (this "Agreement")
Hatton International Limited, a company registered in the United Kingdom
I llilliiii I
liil Aggregate IQ Data Services L i m i ted, a company rogistorod in Br i tish Co l umb i a
("AIQ"), whos e r e gist er-ed-e ff i c e is at 320 - 1070 Doug l as Str ee t, Victor i a BC, V8W
2C 4 , ut ili zing as i ts pr i me sub - contractor Cambridge Analytica, ("CA") a Delaware
limited liability company f'CA"). as Hatton's prime sub-contractor under this
Agreement, with its principal executive office at The Corporation Trust Company,
19801, (h e r ei n aft e r r e f e rr e d to
as "Service Provider" or "Cambridge Ana l vtica"') 19801: and
(iii) Donald J. Trump for President (the "Client" and together with Hatton and CA. the
"Parties" and each, individually, a "Party"! with its principal executive office at
(h e r ei n aft e r r e f e rr e d to as th e
C li ent").
WITNESSETH:
WHEREAS, the Client desires to engage th e S e rvic e Provid e r Hatton to provide services as
described in this Agreement, including the Serv i ce Prov i dor Hatton 's use of CA as the prime
sub-contractor and th e S e rvic e Provid e r aor ee s each of Hatton and CA agree to provide the
Client with such services in consideration of the Client's execution, delivery and performance
of this Agreement;
NOW, THEREFORE, for good and valuable consideration, the receipt and sufficiency of which
are hereby acknowledged, it is hereby agreed:
1. Appointment. The Client hereby appoints AI OHatton as its provider of the Services
from 1 4** ^(as defined below) for a term commencing on the day of September
2015 (the "Effective Date") of this Agreement for a torm and ending on November 30,
gQjr^T the Termination Date (as defined belowl unless extended by mutual agreement of tbe-
C l i e nt and AIQ or t e rminat e d e ar l i e r in accordanc e with th e t e rms of S e ction 6 of th i s
Agroomont all the Parties (the "Term").
2. Services. AIQ. or CA. i ts prim e subcontractor Hatton or CA (each a "Service Provider"
when providing Services under this Agreement to Clienf) will provide to the Client the
services identified on Appendix A to this Agreement (the "Services").
3. Fees. The Client will pay Af OHatton the fees (the "Fees") identified on Appendix A to
this Agreement. The Fees will be payable within thirtv twentv (^201 days after the Client's
receipt of each monthly invoice from AJ OFIatton. which invoice will indicate fe ethe fees and
services d eli v e r e d bv AIQ. Al O rendered bv Flatton and/or CA. Hatton shall issue invoices to
the Client per the payment schedule outlined in Appendix A. All amounts owing to
AI GFIatton under this Agreement shall be paid by the Client to AI GFIatton in full without
any set-off, counterclaim, deduction or withholding, in accordance with the payment
schedule detailed in Appendix A.
4. Intellectual Property Ownership; Confidentiality, (a) All Data (as defined below)
and Analyzed Datasets (as defined below) purchased, developed or otherwise obtained prior
to and during the Effective Dato Term either by or on behalf of AfO r Flatton or
respectively, all Work Product related thereto, and all intellectual property and other rights
therein and thereto, shall be owned exclusively by AJ OFIatton or CA respectively , pursuant
to th ei r e x i sting agr ee m e nts and e x i sting int elle ctua l prop e rty r i ghts . Raw Data provided by
Client to AI Q Flatton or CA, or procured by AJ QFIatton or CA for the benefit of Client and
invoiced to Client for the cost of such acquisition, shall be owned jointly by Client and
either AI Q Flatton. or CA depending on which entity procured said raw data upon the
termination of this Agreement. The jointly owned data shall include lists of donors and
volunteers that have been enhanced by the verification of pedigree information or recent
donor activity. Analyzed datasets, modeled scoring and creative content produced pursuant
to this Agreement during the Term shall be (i) owned bv CA from and after the Effective
Date sha ll b e own e d bv CA and (ii) licensed to Dona l d J. Trump for Pr e sid e nt for th e
durat i on of the Client and Flatton during the Agroomont Term. Neither the Data, the
Analyzed Data Sets, nor any Work Product created therefrom or created in connection
therewith shall be considered a "work made for hire" as that term is defined under the
Copyright Act of 1976, as amended.
(b) The Client sha ll treat a ll Data. Ana l yzed Datasets, and Work Product as and Flatton
shall, and shall cause its respective affiliates to. maintain the confidentiality of. and not use
for their own benefit or the benefit of anv other person or entity (except as and to the
extent permitted bv the terms of this Aareemenf). anv Confidential Information. The Client^
and Flatton shall not disclose the Confidential Information to the public or third parties, and
shall k ee p confid e ntia l such Confidentia l Information as s e t forth in this Agr ee m e nt and
using each use protections no less protective than those used by the Client and Flatton to
protect its own respective confidential information. The Client and Flatton shall use the
Confidential Information . The C li ent sha ll use Data, Ana l yzed Datasets, and Work Product
solely for its own internal purposes and shall not share, re-sell, rent, lease, disclose or
distribute same to the public or any third parties without the prior express written consent
of Cambridg e Ana I vtica CA.
(c) Notwithstanding subparagraph (b) above, AIQ may share and uti l ize CA prov i ded
conf i d e nt i a l and propri e ty informat i on r e gard i ng Data, Ana l yz e d Data S e ts and work
product with Dona l d J. Trump for President during the term of th i s Agreement, prov i ded
AIQ and Dona l d, J. Trump for Pr e s i d e nt e x e cut e th e confid e ntia l ity and nond i sc l osur e
agroomont annexed hereto as Appendix B for the benef i t and protection of prime
sub - contractor CA. during the Term. Hatton mav share with the Client and utilize
Confidential Information for the benefit of the Client to the extent related exclusively to the
Data. Analyzed Datasets and Work Product. The Client and Hatton agree to be bound bv
the intellectual property and confidentiality provisions within this Agreement and Appendix
B. For the avoidance of doubt. Appendix A and Appendix B are incorporated bv reference
into this Agreement and this Agreement. Appendix A and Appendix B contain the entire
agreement between the Parties with respect to the subject matter hereof.
(d) As used herein in this Agreement, the following terms have the following meanings:
"Data" sha ll m e an information re l ating to b e haviora l , microtarg e ting, ele ctora l or b e haviora l
ana l ysis, voter fi l es, demograph i c i nformation, and customized hardware conf i gurations;
"Supporter" sha ll mean any i nd i vidua l that responds to a ca ll to act i on to support C l ient by
provid i ng at le ast on e p ie c e of th e ir p e rsona l i d e nt i ficat i on i nformat i on, and at le ast on e
piece of their persona l contact information. Persona l identification information may i nc l ude
i nitia l s, for e nam e , surnam e , contact i nformation may inc l ud e , c ell numb e r, l and li n e , phon e
number, ema il address; and
"Analyzed Dataset" shall mean any Data that has been subsequently processed, augmented,
groomed, interpreted or appended with predictive scoring by equipment of methods
developed by Cambridg e Ana I vtica CA. including any recommended messaging;^
"Confidential Information" shall mean anv technical and business information relating to
CA's proprietary ideas, patentable ideas, copyrights and/or trade secrets, existing and/or
contemplated products and services, software, schematics, research and development.
production, costs, profit and margin information, finances and financial projections.
customers, clients, marketing, and current and future business plans and models, regardless
of whether such information is designated as "Confidential Information" at the time of its
disclosure. Confidential Information includes, but is not limited to. Analyzed Dataset. Data
and Work Product.
"Data" shall mean information relating to behavioral, microtaraetina. electoral or behavioral
analysis, voter files, demographic information, and customized hardware configurations: and
- 3 -
"Work Product" shall mean all word product and deliverables created, prepared, produced
or delivered by or on behalf of Cambridg e Ana I vtica CA under this Agreement and,
including, without limitation, data, reports, results, analyses, evaluations, conclusions and
other documents, records and materials in all forms and media.
5. Representations, Warranties and Covenants. Each partv Partv represents and
warrants to and covenants with the other partv Parties that (i) it has all requisite power and
authority to execute, deliver and perform this Agreement, (ii) it has duly authorized,
executed and delivered this Agreement and this Agreement is its legal, valid and binding
obligation enforceable against it in accordance with its terms, (iii) the execution, delivery
and performance of this Agreement will not violate or breach any provision of any other
agreement, law or order to which it is subject, (iv) it holds all necessary permits, licenses
and consents to conduct its operations and to perform this Agreement and (v) it shall
conduct its operations in accordance with all applicable laws and regulations.
6. Termination, (a) Eith e r partv This Agreement shall terminate upon the earliest to
occur of the following and such date shall be referred to as the "Termination Date":
Ci') Termination of that certain pilot program between the Client and CA. as more
specifically detailed in Appendix A to this Agreement:
(ii) November 30. 2016:
(iii) Client, on the one hand, and Hatton and/or CA. on the other hand, may
terminate this Agreement on thirty (30) days' prior written notice in writing to th e oth e r
party, with the term i nat i on to take effect on the 30th day after notice has boon do l ivorod, if
the other party is in material breach or continuing breach of any provision of this
Agreement and such breach, if capable of remedy, is not remedied within ten (10) days after
receipt by the defaulting party of notice of the breach . In addition, e ith e r party , with the
termination to take effect on the 30th dav after notice has been delivered:
(iv) Client, on the one hand, and Hatton and/or CA. on the other hand, may
terminate this Agreement on thirty (30) days' prior written notice predicated on upon the
other party's gross negligence in tbeiia performance of the duties and/or responsibilities
ef under this Agreement : and
(v) if the Client withdraws from being an active candidate for President of the United
States, either through ptjblic statements or the filing of legal documents .
(b) The Agr ee m e nt wi ll t e rminat e on Nov e mb e r 30, 2016.(c) The-Client
acknowledges that a failure to make timely payment of Fees, as detailed in Appendix
shall be a material breach of this Agreement.
(d) In the event that the C l ient's cand i date withdraws from being an active candidate for
Pr e sid e nt of th e Un i t e d Stat e s, ei th e r through pub li c stat e m e nts or th e f ili ng of le ga l
documonts, the contract sha ll i mmodiatG l y bo terminated. (c{ £) Upon any termination of
this Agreement by AIQ , the Client shall pay to AfO rHatton all fees due and owing to
T^fO rHatton and its subcontractors through the date of termination, in accordance with the
schedule in Appendix AS^ including any fees owing but not yet billed at the time of the
termination, and reimburse Af OHatton for all expenses AtQ rHatton and its subcontractors
incurred in providing the Services under this Agreement. Upon any termination. Sections 4,
5, 7, 14, 15, 16, 17 and this Section 6 of this Agreement shall survive and continue in full
force and effect.
7. Indemnification. Each party ("Such Partv (the "Indemnifying Party") shall indemnify,
defend and hold the other partv Parties and it stheir respective directors, officers, members,
employees, independent contractors, licensees, affiliates, successors, assigns and agents,
harmless from and against all claims, liabilities, damages, costs and attorneys' fees arising
from any breach by Sete hthe Indemnifying Party of any representation, warranty, covenant or
other agreement made by Stje hthe Indemnifying Party under this Agreement. The
foregoing indemnity shall survive the termination or expiration of this Agreement.
AI GHatton and its subcontractors , AIQ will adhere to CAN-SPAM and other relevant federal
and state data compliance regulations in relation to the provision of the Services set out in
Appendix A, and shall indemnify and hold the Client harmless for any third party claims
related to the Services.
8. Modification. This Agreement . including the Appendices annexed hereto sets forth
the entire understanding of the part i os Parties relating to the subject matter hereof and
supersedes and cancels any prior communications, understandings and agreements between
the partios Parties . This Agreement may not be modified or changed nor any of these
provisions be waived except by a writing signed by all part ie s Parties .
9. Successors and Assigns. Ne i ther partv No Party may assign any rights or obligations
under this Agreement without the prior written consent of the other partv Parties . Any
purported assignment without suehthe consent of a Partv all Parties shall be null and void.
The benefits of this Agreement shall inure to the respective successors, heirs, estates and
permitted assigns of the part i os Parties hereto and their successors and permitted assigns
and the obligations and liabilities assumed under this Agreement by the parti e s Parties
hereto shall be binding upon their respective successors, heirs, estates and permitted
assigns.
10. Provisions Severable. If any provision or covenant of this Agreement is held by any
court to be invalid, illegal or unenforceable, either in whole or in part, then such invalidity,
illegality or unenforceability will not affect the validity, legality or enforceability of the
remaining provisions or covenants of this Agreement, all of which will remain in full force
and effect to the maximum extent allowed by law.
11. Waiver. Failure of e ith e r partv anv Party to insist, in one or more instances, on
performance by th eanv other Party in strict accordance with the terms and conditions of
- 5 -
this Agreement will not be deemed a waiver or relinquishment of any right granted in this
Agreement or of the future performance of any such term or condition or of any other term
or condition of this Agreement, unless such waiver is contained in a writing signed by the
partv Partv making the waiver and specifically referencing this Agreement.
12. Notices. All notices to the respective partios Parties hereto shall be addressed as
follows, or to such other address as may be hereafter notified by the respective parties
hereto.
If to S e rv i c e Provid e r (AIOli Hatton:
Aggregate IQ Data Serv i ces L i mited, 26 Bast i on Square, Third F l oor Burnos House,
Victor i a, BC, V8W 1H9
If to Serv i ce Provider ( CA):
If to Client:
Donald J. Trump for President,
If to Th i rd - Party Prov i der:
Any notice, request, demand, claim, or other communication hereunder shall be deemed
duly given: (i) if personally delivered, when so delivered; (ii) if mailed, five (5) business days
after having been sent by first class, registered or certified U.S. mail, return receipt
requested, postage prepaid and addressed to the intended recipient as set forth above; or
(iii) if sent through a nationally recognized overnight delivery service which guarantees next
day delivery, the business day following its delivery to such service in time for next day
delivery.
- 6 -
13. Counterparts. This Agreement may be executed simultaneously in two (2) or more
counterparts, each of which will be deemed an original. Signature pages delivered by PDF
or other electronic transmission shall be legal, valid and binding delivery.
14. Governing Law. This Agreement shall be governed by the laws of the State of New
York without regard to principles of conflicts of laws. EACFi PARTY CONSENTS THAT ANY
LEGAL ACTION OR PROCEEDING AGAINST IT UNDER, ARISING OUT OF OR IN ANY
MANNER RELATING TO THIS FACILITATION AGREEMENT, OR ANY OTHER INSTRUMENT OR
DOCUMENT EXECUTED AND DELIVERED IN CONNECTION HEREWITH, SHALL BE BROUGHT
EXCLUSIVELY IN ANY COURT OF THE STATE OF NEW YORK OR IN THE UNITED STATES
DISTRICT COURT FOR THE SOUTHERN DISTRICT OF NEW YORK, IN EACH CASE, IN THE
COUNTY OF NEW YORK. EACH PARTY EXPRESSLY AND IRREVOCABLY CONSENTS AND
SUBMITS TO THE PERSONAL JURISDICTION OF ANY OF SUCH COURTS IN ANY SUCH
ACTION OR PROCEEDINGS. EACH PARTY AGREES THAT PERSONAL JURISDICTION OVER IT
MAY BE OBTAINED BY THE DELIVERY OF A SUMMONS (POSTAGE PREPAID) IN
ACCORDANCE WITH THE PROVISIONS OF SECTION 12 OF THIS AGREEMENT. ASSUMING
DELIVERY OF THE SUMMONS IN ACCORDANCE WITH THE PROVISIONS OF SECTION 12 OF
THIS AGREEMENT, EACH PARTY HEREBY EXPRESSLY AND IRREVOCABLY WAIVES ANY
ALLEGED LACK OF PERSONAL JURISDICTION, IMPROPER VENUE OF FORUM NON
CONVENIENS OR ANY SIMILAR BASIS.
15. Arbitration, (a) AIO and th e C l i e nt The Parties agree that any and all disputes arising
under or pertaining to this Agreement, including disputes regarding billing and expenses
and scope and nature of services, shall be resolved, if possible, by non-binding mediation
conducted by a mutually acceptable mediator in New York County, New York City, New
York. The mediation process may be initiated by a written request with a list of acceptable
mediators, with preference given to neutral former state or federal judges.
(b) AIO and th e C l i e nt The Parties also agree that in the event that mediation is not
successful, any and all disputes arising under or pertaining to this engagement, including
disputes regarding billing and expenses and scope and nature of services, shall be
conducted according to the Federal Arbitration Act and, to the extent not inconsistent,
under the "2007 Rules for Non-Administered Arbitration" adopted by the International
Institute for Conflict Prevention & Resolution (www.cpradr.org).
(c) The arbitration will be conducted by three arbitrators, with preference given to
neutral former state or federal judges. Venue and choice of law of the arbitration shall be in
New York County, New York City, New York. AIO and th e C l i e nt The Parties agree and
recognize that the arbitration process includes, among other things, a waiver of the right to
a jury trial, waiver of the right to an appeal, waiver of the right to broad discovery under
the Federal Rules of Civil Procedure, and will involve upfront costs and expenses.
(d) The costs and expenses of the mediators and arbitrators, along with other costs and
expenses associated with the proceedings, shall be split equally between the partios Parties .
Each partv Partv shall bear its own costs and expenses, including attorneys' fees and other
costs associated with the presentation of its case.
16. Expenses. Each partv Partv shall bear its own expenses incurred in connection with
the negotiation, execution, delivery and performance of this Agreement. Subj e ct to prior
wr i tten agreement tho The Client shall reimburse At QHatton for all reasonable and necessary
expenses incurred by AI GHatton and i ts prim e subcontractor CA in the performance of the
Services under this Agreement, which expenses are included in the fee structure outlined in
Appendix BAA, and shall be billed in accordance with such Sch e du le Appendix ABA
17. No Partnership or Agency. Nothing in this Agreement is intended to, or shall be
deemed to, constitute a partnership or joint venture of any kind between the parti e s Parties.
nor constitute either partv anv Party the agent of tbeanv other partv Partv for any purpose.
N ei th e r partv No Party shall have authority to act as agent for, or to bind, tb eanv other
partv Partv in any way.
18. Entire Agreement. Appendix A and Appendix B attached hereto are incorporated bv
reference. This Agreement, including Appendix A and Appendix B contain the entire
agreement and understanding between the Parties with respect to the subject matter hereof
and supersede all prior discussions and agreements among the Parties, both written and
oral, with respect to the subject matter hereof, and contain the sole and entire agreement
among the Parties with respect to the subject matter hereof.
IN WITNESS WHEREOF, the part ie s Parties have duly executed and delivered this Agreement
effective as of the date first set forth above.
Aggregate IQ Data Sorvicos Hatton International Limited
By^
Nam e : Zackary Mass i ngham
T i t l e: Pres i dent
- 8 -
Dat e :
Cambr i dg e Ana l yt i ca LLC
By:
- Name: A l exander N i x
- T i t le : D i r e ctor
- Date:
[Th i rd - Party Prov i d e r]
By:_
Name:
Title: President
- 9 -
Date:
Donald J. Trump for President
By:_
Name:
Title:
Date:
Cambridge Anaivtica LLC
Name: Alexander Nix
Title: Director
Date:
APPENDIX A
- 10 -
Pilot Project parameters:
[ Hatton, through CA (its prime sub-contractor) will undertake a data-driven
pilot project for the Client, based on identified groups of individuals likely to support or
make donations to the Client , made up of individuals on the applicable Service Provider's
database. Likely supporters and donors will be clustered into groups and targeted with
customized messaging and imagery. In both cases, individuals will be driven to a landing
donation acquisition.
for supporter and
The Pilot Project will initially operate for 60 davs from the date the applicable Service
Provider gives Client written notification that it has been provided the necessary access to
information bv Client and has completed the first stage of data analytics, with such period
not being longer than 5 business davs after receipt of Client's information. The Pilot Project
may only be terminated for cause, as provided in Section 6 of the subject Agreement.
Thereafter, the Pilot Project will automatically renew for additional periods of 30 davs each.
unless written notification is given that a Party intends to terminate the Pilot Project, no less
than 20 davs prior to the proposed end date.
The project will be comprised of the following services, requirements and fees:
1. Data Services _
^^^^^^^^^^^[ Hatton. through CA (its prime sub-contractor), will provide the
following data services aiming to register new supporters and gain donations for the
Client nationally:
• Periodic bi-monthiv analytics reports on target votorsupportor supporter and
donor profiles. Inc l ud e s turnout, p e rsuasion, id e o l ogy, issu e prior i tization and
persona li ty scores.ong agomont pr og ressr
• Ongoing analytics-up-^^^^^|, including segmentation of target audience
groups across all states, integration of campaign audience contact data, and
ongoing refinement of audience personality profiles by cross-reference to
wider quantitative research undertaken by CA. Ranking of priority issues will
be continually refined through CA's ongoing national surv e yaudi e nc e groups
us i ng CA's proprietary mothodo l oav survev: group segmentation will be
adapted to suit campaign priorities and needs.
• A team of analysts selected and managed bv Hatton and CA will be available
remotely to the campaign to refine and present analytics findings and
recommendations on how the campaign could apply the results across its
campaign outreach and engagement channels to attracton attract new
supporters and donors. Data visualization through customized applications
will be developed during the term of the Pilot Project to enable the campaign
to access data findings. [sepI
• Presentation of analytics findings and recommendations on how the
- 11 -
campaign could apply the results across its campaign outreach and
engagement channels to attract new supporters and donors.
2. Digital Campaign Management, creative services and reporting
Supporter identification and donation solicitation will be achieved through highly
targeted digital messaging designed to engage and persuade potential supporters to
pledge their support and/or to donate t hrough an agree d webpage(s), to be
developed jointly by Client . Hatton, and The applicable Service
Provider will develop communication materials for all web advertisement and share
with the campaion Client for signoff on publication and distribution.
• The applicable Service Provider's team of online marketers, graphic designers,
and website archit e cts developers-aff4 will provide creative guidance on the
production of related communication co ll atera l. Materials cou l d i nc l ude
canvassing scripts, w e b ads and dir e ct mai l , a ll will be designed to appeal to
specific target groups of prospective or existing supporters arf ^and donors. [sepI
• Periodic bi-monthiv reports identifying the number of new supporters and
donors actively engaged through the digital outreach program (assuming access
to relevant data shared with the applicable Service Provider by the Client, as
outlined in soction Section 3 below).
3. Requirements
Ser vices to be provided under this Agreement shall commence upon receipt from
the ^^Jap plicable Service Provider of the data and information included in the
existing house file of the Client, inclusive of donors, members and social media
contacts. The Client agrees to provide the applicable Service Provider with
administrative access to relevant online| resources, including website(s), Facebook
and other social media accounts. The Client agrees to give the applicable Service
Provider access to all branding and creative content, inclusive of logos, graphics,
color palette, images, taglines, phrases, priority issues and slogans. The Client agrees
to inform the applicable Service Provider of all processes to integrate online
presence for digital outreach and mail vendors. The Clie nt agrees to giv e the
^^^^^^Sei^ce Provider administrative access to the
so as to develop and publish supporter and donation pages
for tracking and monitoring purposes. The Client and the applicable Service Provider
additionally agrees to confirm in writing ^|the level or cost of digital advertisement
buys the Client and CA have agreed to be made per month on behalf of the Client.
Individual contact data and related information collected by the Client through the
outreach and engagement phase will be provided to the applicable Service Provider
to facilitate ongoing analytics support and post-analysis.
Attribut i on w ill bo c l a i med on The applicable Service Provider shall be attributed the
following:
- 12 -
Post-Click conversions (donations 8l emails) w i thin a 90 dav window o f - During the
Term and for sixty (60) davs thereafter, a user clicking on a search, display or social
ad.
Post-Impression conversions (donations 8l emails) within a 90 day window of^
During the Term and for sixty (60') davs thereafter, a user viewing a search, display or
social ad.
Channel exclusivity on Facebook and Disp l ay as it relates to the scope of the contact
Services Agreement ( e.g. fundraising and supporter identification!.
4. Schedule of Fees _
The applicable Service agrees to pay all external costs for media
spend, with the budget each month for media buys to be agreed in writing between
the applicable Service Provider and Client. The applicable Service Pro vider
additionally agrees to meet all internal costs of the project,^^^^^|staffr
consu l tants, th i rd party s e rvic e prov i d e rs, m e d i a acquis i tion, adv e rt i sing, p l atform
l icons i ng, software li cens i ng, agency fees, and a ll other costs reasonab l y incurred.
.Both e xt e rna l and i nt e rna l costs ar e to be covered through commissions on
donations raised. Client agrees to pay the applicable Service Provider a fee per new
supporter gained, as well as a percentage of donations raised. To this end. Client and
the applicable Service Provider agree that payment on this basis may extend beyond
the term of this Appendix A or this Services Agree
and that all relevant
expenses and outlays bv CA are considered part and parcel of the payments due to
the applicable Service Provider. For the avoidance of doubt, net fees realized bv
Client after credit card fees, bank fees, and reporting fees have been accounted for
and not gross donations amounts shall be used to calculate payments herein. Fees
will be structured as follows:
Data analytics modeling and remote support (per registered
supporter) Si.00 per new supporter and or new donor registered each
month
Donations fee before internal costs are met (monthly)*
100% of all donations received will be payable to Hatton until all "out of
pocket" expenses for each Service Provider for ad buys, as well as expenses for:
staff costs, including salary: and mail and telephone outreach expenses, if such
are used.
[ Once each Service Provider has been reimbursed for all of its expenses as
provided immediately above, then 15% of all other donations received shall be
payable to Flatton. with 85% of such donations payable to Client.
- 13 -
*If all inter nal costs and expenses are not covered through commissions on
donations ^^^^Bwithin 60 davs of the end of each monthly billing period, then
Client ag rees to all remaining fees and expenses of the
i| i| ill! il li e Service Provider. Should the Parties determine to terminate
this pilot project, then Client shall be responsible for making all payments due
and owing to the applicable Service Provider within 60 davs of said termination.
with 100% of all donations received bv Client during said 60 dav period and
attributable to the prior efforts of the applicable Service Provider, paid to the
applicable Service Provider until the applicable Service Provider is made whole.
on or before the expiration of said 60 dav period.
^attribution tracking on a ll Dona I dJTrump .com w e b pag e s.
Hatton shall invoice Client bv the dav following each monthly billing cycle
for costs and expenses from the prior month. To the extent sufficient funds have
been raised through the Pilot Project. Client will promptly pav the invoice.
APPENDIX B
PRIME SUB-CONTRACTOR
CONFIDENTIALITY AND INTELLECTUAL PROPERTY
AGREEMENT
- 14 -
Parties 8i
Purpose:
Term:
Donald J. Trump for President (the "Client"'). Hatton International Limited,
a company registered in the United Kingdom ("Hatton"), and AIO. Parti e s
to this Agroomont, intend to contract with Cambridge Analytica, a
Delaware limited liability company ("CA") as its prim e sub - contractor or
Th i rd Party Provider ("Th i rd Party Prov i dor") (co ll octivo l y "Parties" and , as
Hatton's prime sub-contractor therein ("CA") are parties to that certain
Services Agreement, dated as of September _ . 201S (the "Services
Agreement"). Each of Client. Hatton and CA shall each be individually
"Partv") 7 and, collectively, the "Parties". The Parties recognize that Third
Party Provid e r CA has brought the Parties together and facilitated thi sthe
Services Agreement, as such, for the benefit of Third Party Provider CA and
in recognition of its role,, the Parties execute this Appendix to thi sthe
Services Agreement to protect each Parties , i nc l uding Third Party
Provid e r's! property rights. Moreover, the Parties agree not to contract
directly with each other, other than pursuant to thf sthe Services
Agreement, for a period of one (1) y ear, absent the express written
approval of Third Party Provider CA.
The duration of this Agr ee m e nt b e tw ee n Dona l d J. Trump for Pr e sid e nt
and AlO. term of this Prime Sub-Contractor Confidentiality and Intellectual
Property Agreement (this "Agreement") shall be effective from and after
September . 2015.
Ownership of IP: Notwithstanding any agreement between AIQ and Dona l d J. Trump for
Pr e s i d e nt, to th e contrary, a ll Int elle ctua l Prop e rty r i ghts und e r th e
Serv i ces Agreement by and between AIQ and Dona l d J. Trump for
Pr e s i d e nt dat e d August 3 *^ , 2015 ("S e rvic e s Agr ee m e nt") r e cogniz e s that
a ll Inte ll ectua l Property current l y owned, contro ll ed and/or dovo l opod
dur i ng th e t e rm of th e S e rv i c e s Agr ee m e nt by Th i rd - Party Prov i d e r CA,
i nc l ud i ng Conf i dent i a l Information, Inte ll ectua l Property, Ana l yzed
Datas e ts. Data AII Data and Analyzed Datasets purchased, developed or
otherwise obtained prior to and during the Term either bv or on behalf of
CA. and all Work Product may on l y b e us e d as n e c e ssary for th e
prov i s i on of services pursuant to th i s Agroomont. related thereto, and all
intellectual property and other rights therein and thereto, shall be owned
exclusively bv CA.
Upon termination of thi sthe Services Agreement b e tw ee n Dona l d J.
Trump for Pres i dent and AIQ for any reason, those Partios the Client and
Hatton shall (i) immediately cease use and prohibit access to a ll Third
Party Providor CA the Confidential Information , Inte ll ectua l Property,
Ana l yz e d Datas e ts, Data, Work Product of CA and any other-€A priority
information of CA: (ii) immediately return to CA, or destroy as CA directs,
all-CA Confidential Information , Int elle ctua l Prop e rty, Ana l yz e d Datas e ts,
- 15 -
Confidentiality:
Data, Work Product of CA and any other CA a priority information of CA:
and (iii) within fifteen (15) days,, provide CA with written confirmation of
its compliance with the terms of this Section^rlrr.
AIO and Dona l d J. Trump for Pr e sid e nt. i ts Hatton and the Client, its
respective directors, officers and employees (collectively, "Receiving Party")
acknowledges (i) that it may have in its possession and/or may receive
information of the Third - Party Provider CA that is not available to the
general public and (ii) that such information may constitute, contain or
include material non-public information belonging to CA or its affiliates.
Receiving Party agrees to hold in strict confidence, with at least the same
degree of care that it applies to its own confidential and proprietary
information, but not less than reasonable care, all non-public information
concerning CA (or its business) that is either in its possession or
furnished by CA or its affiliates at any time pursuant to t tethe Services
Agreement or is produced through performance of the services as
contemplated in t tethe Services Agreement.
Receiving Party agrees not to use or disclose such information other than
for such purposes as may be permitted hereunder except, in each case, to
the extent that such information: (A) is or becomes available to the
general public, other than as a result of a disclosure by Receiving Party in
breach of thri ethe Services Agreement or of its agreement with C li ent ; (B)
was available to Receiving Party or becomes available to Receiving Party
on a non-confidential basis from a source other than Third - Party
Prov i d e r CA or its affiliates , provided that the source of such information
was not known by such Receiving Party to be bound by a confidentiality
obligation with respect to such information, or otherwise prohibited from
transmitting the information to such Receiving Party or its affiliates by a
contractual, legal or fiduciary obligation; or (C) is independently known or
generated by Receiving Party without use of or reference to any
proprietary or confidential information of CA; provided, however, that the
foregoing exception in clauses (A), (B) and (Q above shall not apply to
Personal Information.
Notwithstanding anything herein to the contrary, in the event that
Receiving Party either determines on the advice of its counsel that it is
required to disclose any information pursuant to App l icab l e Law applicable
law or the rules or regulations of a Gov e rnmenta l Entitv aovernmental
entity, or receives any demand under lawful process or from any
Gov e rnm e nta l Ent i ty governmental entity to disclose or provide
information of CA that is subject to an obligation of confidentiality, such^
Receiving Party shall, to the extent legally permissible, notify th e oth e r CA
- 16 -
Data Privacy
prior to disclosing or providing such information and, if the other CA so
requests, cooperate in seeking any reasonable protective arrangements
reasonably requested by CA. In the event that a protective arrangement
is not obtained, tb esuch Party that received such request (i) may
thereafter disclose or provide such information to the extent required by
such App li cab le Lav\/ applicable law (as so advised by counsel) or by lawful
process of such Governmenta l Entitv novernmental entity or rating agency,
without liability therefor and (ii) shall exercise commercially reasonable
efforts to have confidential treatment accorded to any such information
so provided or furnished.
The Parties to thf sthe Services Agreement shall, with respect to any
Personal Information provided by - aanv Party, inc l uding Th i rd
Party - Prov i der, — (i) notify the other impacted Party , or th i rd Partv - Providor
as soon as practicable if it learns or has reason to believe a Security Event
has occurred with respect to Personal Information within such Party's
custody or control, (ii) provide reasonable assistance to th esuch Party ©r^
Pr i me Sub - Contractor in providing notice of a Security Event, (iii)
reasonably cooperate in good faith with all Parties to investigate and
resolve the Security Event and mitigate any harmful effects of the Security
Event; and (iv) document responsive actions taken related to any Security
Event.
The Parties acknowledge and agree that, except as otherwise required by
App l icab l e Law applicable law, with respect to a Security Event affecting a
Party or Prim e Third Party - Provid e r 's Personal Information: (i) it shall not
inform any third party of the Security Event without first obtaining the
other impacted Party's prior written consent, other than to inform a
complainant that the matter has been forwarded to the other; and (ii) the
impacted Party or Third Party - Provid e r shall have the sole right to
determine: (a) whether notice of the Security Event is to be provided to
any individuals. Gov e rnm e nta l Entiti e s aovernmental entities, consumer
reporting agencies, or others; and (b) the contents of any such notice,
whether any type of remediation may be offered to affected persons, and
the nature and extent of any such remediation.
With respect to each Security Event affecting another Party or Third - Party
Provider 's Personal Information,, the Parties shall cooperate with the
impacted Party, shall promptly (and in any event as soon as reasonably
practicable) (A) perform a root cause analysis and prepare a corrective
action plan, and (B) if the impacted Party , inc l uding Third Party Provid e r
so requests, prepare a written report and detailed information, including
how and when such Security Event occurred and what actions it is taking
to remedy such Security Event, and shall take commercially reasonable
- 17 -
Definitions
actions to prevent the recurrence of a similar Security Event.
The Parties acknowledges that, pursuant to Privacy Laws, that each Party
is required to obtain certain undertakings from Third - Partv Providor CA
with respect to the privacy, use and protection of Personal Information.
Notwithstanding anything to the contrary contained herein, the Parties
covenants that, with respect to any Personal Information to which the
Parties and Third Party - Provider , their Affi l iatos affiliates and
Subcontractors subcontractors and its and their respective
Roprosontat i vos representatives have access in connection with thi sthe
Services Agreement or this Agreement, the Parties shall, and shall cause
their Affi l iatos affiliates and Subcontractors subcontractors and their
respective R e pr e s e ntat i v e s representatives to: (i) comply in all material
respects with all Privacy Laws, (ii) keep all Personal Information strictly
confidential and not disclose, process or use any Personal Information
except and only to the extent reasonably necessary to provide the
Services (as defined in the Services Aareemenf) and otherwise perform its
contractual obligations, (iii) only process Personal Information to provide
the services or otherwise in accordance with the written instructions of
providing entity, (iv) not disclose or transfer any Personal Information to
any other P e rson person or entity (including a Parti e s Affi l iat e s and
Subcontractors Partv's affiliates and subcontractors and their respective
R e pr e s e ntat i v e s representatives’) without the prior written consent of the
providing Party, and (v) maintain reasonable administrative, technical
and physical safeguards and measures, including a written information
security program, designed to ensure the security and confidentiality of all
Personal Information and to protect against accidental, unauthorized or
unlawful access to, disclosure of, destruction of, or use or processing of
any Personal Information, including any safeguards required by Privacy
Laws.
"Analyzed Dataset" means anv Data that has been subsequently
processed, augmented, groomed, interpreted or appended with predictive
scoring bv equipment of methods developed bv CA. including anv
recommended messaging.
"Confidential Information" means anv technical and business information
relating to CA's proprietary ideas, patentable ideas, copyrights and/or
trade secrets, existing and/or contemplated products and services.
software, schematics, research and development, production, costs, profit
and margin information, finances and financial projections, customers.
clients, marketing, and current and future business plans and models.
regardless of whether such information is designated as "Confidential
Information" at the time of its disclosure. Confidential Information
- 18 -
includes, but is not limited to. CA's (i) Intellectual Property, (ii) Analyzed
Dataset, (ill IData and (iv) Work Product.
"Data" means information relating to behavioral, microtaraetina. electoral
or behavioral analysis, voter files, demographic information, and
customized hardware configurations.
" Intellectual Property " means all rights relating to any of the following: (i)
inventions, discoveries, improvements, ideas, Know-How (defined below),
formulas, methodology, processes, technology, software (including
password unprotected interpretive code or source code, object code,
development documentation, programming tools, drawings, rules,
specifications and data) and applications and patents in any jurisdiction
pertaining to the foregoing, including re-issues, continuations, divisions,
continuations-in-part, renewals or extensions; (ii) trade secrets, including
models, methodologies, specifications, rules, procedures, processes and
other confidential information and the right in any jurisdiction to limit the
use or disclosure thereof; (iii) writings, designs, software, or other works,
applications or registrations in any jurisdiction for the foregoing; (iv)
databases; (v) books and records pertaining to the foregoing; (vi) claims
or causes of action arising out of or related to past, present or future
infringement or misappropriation of the foregoing; and (vii) all rights
relating to the items identified in (i) - (vi) above, including without
limitation all patents, copyrights, and trade secret rights.
" Personal Information " means that portion of Data that is subject to
Privacy Laws and includes all information defined by the terms "personal
information," "personal data," or any similar term under any applicable
Privacy Law.
" Privacy Laws " means all App l icab l e Laws applicable laws that relate to (i)
data security, (ii) data privacy, (iii) cross-border data transfers, or (iv) data
protection.
" Security Event " means any loss of; actual or attempted unauthorized or
unlawful access to, acquisition of, use of, or disclosure of Personal
Information.
"Work Product" means all word product and deliverables created.
prepared, produced or delivered bv or on behalf of CA under this
Agreement and, including, without limitation, data, reports, results.
analyses, evaluations, conclusions and other documents, records and
materials in all forms and media.
- 19 -
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2015 11:13:53 AM
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Description
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Gh.\NG1XG the %VAY TOU work WTTH TOLU &ATA
In partnership with
C\
CAMBRIDGE
ANALYTICA
aggregateiq.com
cambridgeanalytica.org
SERVICES AGREEMENT
SERVICES AGREEMENT dated 16*^ day of September 2015 (this "Agreement") between:
(i) Hatton International Limited, a company registered in the United Kingdom
("Hatton"), whose registered office is at
(ii) Cambridge Analytica, a Delaware limited liability company ('CA"), as Hatton's
prime sub-contractor under this Agreement, with its principal executive office at
The Corporation Trust Company,
and
(iii) Donald J. Trump for President (the "Client" and together with Hatton and CA, the
"Parties" and each, individually, a "Party"), with its principal executive office at
WITNESSETH:
WHEREAS, the Client desires to engage Hatton to provide services as described in this
Agreement, including Hatton's use of CA as the prime sub-contractor and each of Hatton
and CA agree to provide the Client with such services in consideration of the Client's
execution, delivery and performance of this Agreement;
NOW, THEREFORE, for good and valuable consideration, the receipt and sufficiency of which
are hereby acknowledged, it is hereby agreed:
1. Appointment. The Client hereby appoints Hatton as its provider of the Services (as
defined below) for a term commencing on the 16*'^ day of September 2015 (the "Effective
Date") and ending on the Termination Date (as defined below), unless extended by mutual
agreement of all the Parties (the "Term").
2. Services. Hatton or CA (each a "Service Provider" when providing Services under this
Agreement to Client) will provide to the Client the services identified on Appendix A to this
Agreement (the "Services").
3. Fees. The Client will pay Hatton the fees (the "Fees") identified on Appendix A to
this Agreement. The Fees will be payable within twenty (20) days after the Client's receipt of
each monthly invoice from Hatton, which invoice will indicate the fees and services rendered
by Hatton and/or CA. Hatton shall issue invoices to the Client per the payment schedule
outlined in Appendix A. All amounts owing to Hatton under this Agreement shall be paid
by the Client to Hatton in full without any set-off, counterclaim, deduction or withholding, in
accordance with the payment schedule detailed in Appendix A.
4. Intellectual Property Ownership; Confidentiality, (a) All Data (as defined below)
and Analyzed Datasets (as defined below) purchased, developed or otherwise obtained prior
to and during the Term by or on behalf of CA, all Work Product related thereto, and all
intellectual property and other rights therein and thereto, shall be owned exclusively by CA.
Raw Data provided by Client to CA, or procured by CA for the benefit of Client and invoiced
to Client for the cost of such acquisition, shall be owned jointly by Client and CA upon the
termination of this Agreement. The jointly owned data shall include lists of donors and
volunteers that have been enhanced by the verification of pedigree information or recent
donor activity. Analyzed datasets, modeled scoring and creative content produced pursuant
to this Agreement during the Term shall be (i) owned by CA from and after the Effective
Date and (ii) licensed to the Client during the Term. Neither the Data, the Analyzed Data
Sets, nor any Work Product created therefrom or created in connection therewith shall be
considered a "work made for hire" as that term is defined under the Copyright Act of 1976,
as amended.
(b) The Client and Hatton shall, and shall cause its respective affiliates to, maintain the
confidentiality of, and not use for their own benefit or the benefit of any other person or
entity (except as and to the extent permitted by the terms of this Agreement), any
Confidential Information. The Client and Hatton shall not disclose the Confidential
Information to the public or third parties, and shall each use protections no less protective
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than those used by the Client and Hatton to protect its own respective confidential
information. The Client and Hatton shall use the Confidential Information solely for its own
internal purposes and shall not share, re-sell, rent, lease, disclose or distribute same to the
public or any third parties without the prior express written consent of CA.
(c) Notwithstanding subparagraph (b) above, during the Term, Hatton may share with
the Client and utilize Confidential Information for the benefit of the Client to the extent
related exclusively to the Data, Analyzed Datasets and Work Product. The Client and Hatton
agree to be bound by the intellectual property and confidentiality provisions within this
Agreement and Appendix B. For the avoidance of doubt. Appendix A and Appendix B are
incorporated by reference into this Agreement and this Agreement, Appendix A and
Appendix B contain the entire agreement between the Parties with respect to the subject
matter hereof.
(d) As used herein in this Agreement, the following terms have the following meanings:
"Analyzed Dataset" shall mean any Data that has been subsequently processed, augmented,
groomed, interpreted or appended with predictive scoring by equipment of methods
developed by CA, including any recommended messaging;
"Confidential Information" shall mean any technical and business information relating to
CA's proprietary ideas, patentable ideas, copyrights and/or trade secrets, existing and/or
contemplated products and services, software, schematics, research and development,
production, costs, profit and margin information, finances and financial projections,
customers, clients, marketing, and current and future business plans and models, regardless
of whether such information is designated as "Confidential Information" at the time of its
disclosure. Confidential Information includes, but is not limited to. Analyzed Dataset, Data
and Work Product.
"Data" shall mean information relating to behavioral, microtargeting, electoral or behavioral
analysis, voter files, demographic information, and customized hardware configurations; and
"Work Product" shall mean all word product and deliverables created, prepared, produced or
delivered by or on behalf of CA under this Agreement and, including, without limitation,
data, reports, results, analyses, evaluations, conclusions and other documents, records and
materials in all forms and media.
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5. Representations, Warranties and Covenants. Each Party represents and warrants to
and covenants with the other Parties that (i) it has all requisite power and authority to
execute, deliver and perform this Agreement, (ii) it has duly authorized, executed and
delivered this Agreement and this Agreement is its legal, valid and binding obligation
enforceable against it in accordance with its terms, (iii) the execution, delivery and
performance of this Agreement will not violate or breach any provision of any other
agreement, law or order to which it is subject, (iv) it holds all necessary permits, licenses and
consents to conduct its operations and to perform this Agreement and (v) it shall conduct
its operations in accordance with all applicable laws and regulations.
6. Termination, (a) This Agreement shall terminate upon the earliest to occur of the
following and such date shall be referred to as the "Termination Date":
(i) Termination of that certain pilot program between the Client and CA, as more
specifically detailed in Appendix A to this Agreement;
(ii) November 30, 2016;
(iii) Client, on the one hand, and Hatton and/or CA, on the other hand, may
terminate this Agreement on thirty (30) days' prior written notice if the other party is in
material breach or continuing breach of any provision of this Agreement and such breach, if
capable of remedy, is not remedied within ten (10) days after receipt by the defaulting party
of notice of the breach, with the termination to take effect on the 30th day after notice has
been delivered;
(iv) Client, on the one hand, and Hatton and/or CA, on the other hand, may
terminate this Agreement on thirty (30) days' prior written notice upon the other party's
gross negligence in its performance of the duties and/or responsibilities under this
Agreement; and
(v) if the Client withdraws from being an active candidate for President of the United
States, either through public statements or the filing of legal documents.
(b) The Client acknowledges that a failure to make timely payment of Fees, as detailed in
Appendix A, shall be a material breach of this Agreement.
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(c) Upon any termination of this Agreement, the Client shall pay to Hatton all fees due
and owing to Hatton and its subcontractors through the date of termination, in accordance
with the schedule in Appendix A, including any fees owing but not yet billed at the time of
the termination, and reimburse Hatton for all expenses Hatton and its subcontractors
incurred in providing the Services under this Agreement. Upon any termination. Sections 4,
5, 7, 14, 15, 16, 17 and this Section 6 of this Agreement shall survive and continue in full
force and effect.
7. Indemnification. Each Party (the "Indemnifying Party") shall indemnify, defend and
hold the other Parties and their respective directors, officers, members, employees,
independent contractors, licensees, affiliates, successors, assigns and agents, harmless from
and against all claims, liabilities, damages, costs and attorneys' fees arising from any breach
by the Indemnifying Party of any representation, warranty, covenant or other agreement
made by the Indemnifying Party under this Agreement. The foregoing indemnity shall
survive the termination or expiration of this Agreement. Hatton and its subcontractors will
adhere to CAN-SPAM and other relevant federal and state data compliance regulations in
relation to the provision of the Services set out in Appendix A, and shall indemnify and hold
the Client harmless for any third party claims related to the Services.
8. Modification. This Agreement, including the Appendices annexed hereto sets forth
the entire understanding of the Parties relating to the subject matter hereof and supersedes
and cancels any prior communications, understandings and agreements between the Parties.
This Agreement may not be modified or changed nor any of these provisions be waived
except by a writing signed by all Parties.
9. Successors and Assigns. No Party may assign any rights or obligations under this
Agreement without the prior written consent of the other Parties. Any purported assignment
without the consent of all Parties shall be null and void. The benefits of this Agreement shall
inure to the respective successors, heirs, estates and permitted assigns of the Parties hereto
and their successors and permitted assigns and the obligations and liabilities assumed under
this Agreement by the Parties hereto shall be binding upon their respective successors,
heirs, estates and permitted assigns.
10. Provisions Severable. If any provision or covenant of this Agreement is held by any
court to be invalid, illegal or unenforceable, either in whole or in part, then such invalidity.
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illegality or unenforceability will not affect the validity, legality or enforceability of the
remaining provisions or covenants of this Agreement, all of which will remain in full force
and effect to the maximum extent allowed by law.
11. Waiver. Failure of any Party to insist, in one or more instances, on performance by
any other Party in strict accordance with the terms and conditions of this Agreement will
not be deemed a waiver or relinquishment of any right granted in this Agreement or of the
future performance of any such term or condition or of any other term or condition of this
Agreement, unless such waiver is contained in a writing signed by the Party making the
waiver and specifically referencing this Agreement.
12. Notices. All notices to the respective Parties hereto shall be addressed as follows, or
to such other address as may be hereafter notified by the respective parties hereto.
If to Hatton:
If to CA:
If to Client:
Donald J. Trump for President,
Any notice, request, demand, claim, or other communication hereunder shall be deemed
duly given: (i) if personally delivered, when so delivered; (ii) if mailed, five (5) business days
after having been sent by first class, registered or certified U.S. mail, return receipt
requested, postage prepaid and addressed to the intended recipient as set forth above; or
(iii) if sent through a nationally recognized overnight delivery service which guarantees next
day delivery, the business day following its delivery to such service in time for next day
delivery.
13. Counterparts. This Agreement may be executed simultaneously in two (2) or more
counterparts, each of which will be deemed an original. Signature pages delivered by PDF
or other electronic transmission shall be legal, valid and binding delivery.
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14. Governing Law. This Agreement shall be governed by the laws of the State of New
York without regard to principles of conflicts of laws. EACH PARTY CONSENTS THAT ANY
LEGAL ACTION OR PROCEEDING AGAINST IT UNDER, ARISING OUT OF OR IN ANY
MANNER RELATING TO THIS FACILITATION AGREEMENT, OR ANY OTHER INSTRUMENT OR
DOCUMENT EXECUTED AND DELIVERED IN CONNECTION HEREWITH, SHALL BE BROUGHT
EXCLUSIVELY IN ANY COURT OF THE STATE OF NEW YORK OR IN THE UNITED STATES
DISTRICT COURT FOR THE SOUTHERN DISTRICT OF NEW YORK, IN EACH CASE, IN THE
COUNTY OF NEW YORK. EACH PARTY EXPRESSLY AND IRREVOCABLY CONSENTS AND
SUBMITS TO THE PERSONAL JURISDICTION OF ANY OF SUCH COURTS IN ANY SUCH
ACTION OR PROCEEDINGS. EACH PARTY AGREES THAT PERSONAL JURISDICTION OVER IT
MAY BE OBTAINED BY THE DELIVERY OF A SUMMONS (POSTAGE PREPAID) IN
ACCORDANCE WITH THE PROVISIONS OF SECTION 12 OF THIS AGREEMENT. ASSUMING
DELIVERY OF THE SUMMONS IN ACCORDANCE WITH THE PROVISIONS OF SECTION 12 OF
THIS AGREEMENT, EACH PARTY HEREBY EXPRESSLY AND IRREVOCABLY WAIVES ANY
ALLEGED LACK OF PERSONAL JURISDICTION, IMPROPER VENUE OF FORUM NON
CONVENIENS OR ANY SIMILAR BASIS.
15. Arbitration, (a) The Parties agree that any and all disputes arising under or
pertaining to this Agreement, including disputes regarding billing and expenses and scope
and nature of services, shall be resolved, if possible, by non-binding mediation conducted
by a mutually acceptable mediator in New York County, New York City, New York. The
mediation process may be initiated by a written request with a list of acceptable mediators,
with preference given to neutral former state or federal judges.
(b) The Parties also agree that in the event that mediation is not successful, any and all
disputes arising under or pertaining to this engagement, including disputes regarding billing
and expenses and scope and nature of services, shall be conducted according to the Federal
Arbitration Act and, to the extent not inconsistent, under the "2007 Rules for Non-
Administered Arbitration" adopted by the International Institute for Conflict Prevention &
Resolution (www.cpradr.org).
(c) The arbitration will be conducted by three arbitrators, with preference given to
neutral former state or federal judges. Venue and choice of law of the arbitration shall be in
New York County, New York City, New York. The Parties agree and recognize that the
arbitration process includes, among other things, a waiver of the right to a jury trial, waiver
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of the right to an appeal, waiver of the right to broad discovery under the Federal Rules of
Civil Procedure, and will involve upfront costs and expenses.
(d) The costs and expenses of the mediators and arbitrators, along with other costs and
expenses associated with the proceedings, shall be split equally between the Parties. Each
Party shall bear its own costs and expenses, including attorneys' fees and other costs
associated with the presentation of its case.
16. Expenses. Each Party shall bear its own expenses incurred in connection with the
negotiation, execution, delivery and performance of this Agreement. The Client shall
reimburse Hatton for all reasonable and necessary expenses incurred by Hatton and CA in
the performance of the Services under this Agreement, which expenses are included in the
fee structure outlined in Appendix A, and shall be billed in accordance with such Appendix
A.
17. No Partnership or Agency. Nothing in this Agreement is intended to, or shall be
deemed to, constitute a partnership or joint venture of any kind between the Parties, nor
constitute any Party the agent of any other Party for any purpose. No Party shall have
authority to act as agent for, or to bind, any other Party in any way.
18. Entire Agreement. Appendix A and Appendix B attached hereto are incorporated by
reference. This Agreement, including Appendix A and Appendix B contain the entire
agreement and understanding between the Parties with respect to the subject matter hereof
and supersede all prior discussions and agreements among the Parties, both written and
oral, with respect to the subject matter hereof, and contain the sole and entire agreement
among the Parties with respect to the subject matter hereof.
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IN WITNESS WHEREOF, the Parties have duly executed and delivered this Agreement
effective as of the date first set forth above.
Hatton International Limited
By:_
Name:
Title: President
Date:
Donald J. Trump for President
By:_
Name:
Title:
Date:
Cambridge Analytica LLC
By:
Name: Alexander Nix
Title: Director
Date:
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APPENDIX A
Pilot Project parameters:
Hatton, through CA (its prime sub-contractor) will undertake a data-driven pilot project for
the Client, based on identified groups of individuals likely to support or make donations to
the Client, made up of individuals on the applicable Service Provider's database. Likely
Supporters (as defined below) and donors will be clustered into groups and targeted with
messaging and imagery. In both cases, individuals will be driven to a landing page for
Supporter and donation acquisition.
The Pilot Project will initially operate for 90 days from the date the applicable Service
Provider gives Client written notification that it has been provided the necessary access to
information by Client and has completed the first stage of data analytics, with such period
not being longer than 5 business days after receipt of Client's information. The Pilot Project
may only be terminated for cause, as provided in Section 6 of the subject Agreement.
Thereafter, the Pilot Project will automatically renew for additional periods of 30 days each,
unless written notification is given that a Party intends to terminate the Pilot Project, no less
than 20 days prior to the proposed end date.
For purposes of this Appendix A, "Supporter" shall mean any individual that responds to a
call to action to support the Client by providing at least one piece of their personal
identification information, and at least one piece of their personal contact information.
Personal identification information may include initials, forename and surname. Contact
information may include cell phone number, landline phone number and email address.
The project will be comprised of the following services, requirements and fees:
1. Data Services
Hatton, through CA (its prime sub-contractor), will provide the following data services
aiming to register new Supporters and gain donations for the Client nationally:
• Periodic bi-monthly analytics reports on Supporter and donor profiles.
• Ongoing analytics, including segmentation of target audience groups across
all states, integration of campaign audience contact data, and ongoing
refinement of audiences using CA's proprietary methodology.
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• A team of analysts selected and managed by Hatton and CA will be available
remotely to the campaign to refine and present analytics findings.
2. Digital Campaign Management, creative services and reporting
Supporter identification and donation solicitation will be achieved through highly
targeted digital messaging designed to engage and persuade potential Supporters to
pledge their support and/or to donate through an agreed webpage(s), to be
developed jointly by Client, Hatton, and CA. The applicable Service Provider will
receive and utilize the Client's existing communication materials, and all web
advertisements and outreach activities.
• The applicable Service Provider's team of online marketers, graphic designers,
and website developers may develop additional creative communication materials
for use in outreach activities. Materials will be designed to appeal to specific
target groups of Supporters and donors.
• Periodic bi-monthly reports identifying the number of new Supporters and
donors actively engaged through the digital outreach program (assuming access
to relevant data shared with the applicable Service Provider by the Client, as
outlined in Section 3 below).
3. Requirements
Services to be provided under this Agreement shall commence upon receipt from the
applicable Service Provider of the data and information included in the existing
house file of the Client, inclusive of donors, members and social media contacts. The
Client agrees to provide the applicable Service Provider with administrative access to
relevant online resources, including website(s), Facebook and other social media
accounts. The Client agrees to give the applicable Service Provider access to all
branding and creative content, inclusive of logos, graphics, color palette, images,
taglines, phrases, priority issues and slogans. The Client agrees to inform the
applicable Service Provider of all processes to integrate online presence for digital
outreach and mail vendors. The Client agrees to give the applicable Service Provider
administrative access to the website so as to develop and publish Supporter and
donation pages for tracking and monitoring purposes. The Client and the applicable
Service Provider additionally agrees to confirm in writing the level or cost of digital
advertisement buys the Client and CA have agreed to be made per month on behalf
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of the Client. Individual contact data and related information collected by the Client
through the outreach and engagement phase will be provided to the applicable
Service Provider to facilitate ongoing analytics support and post-analysis.
The applicable Service Provider shall be attributed the following:
Post-Click conversions (donations & Supporters) - During the Term and for ninety
(90) days thereafter, a user clicking on a search, display or social ad.
Post-Impression conversions (donations & Supporters) - During the Term and for
ninety (90) days thereafter, a user viewing a search, display or social ad.
Channel exclusivity on Facebook as it relates to the scope of the Services Agreement
(e.g. fundraising and Supporter identification).
4. Schedule of Fees
The applicable Service Provider agrees to pay all external costs for media spend,
with the budget each month for media buys to be agreed in writing between the
applicable Service Provider and Client. The applicable Service Provider additionally
agrees to meet all internal costs of the project, to be covered through commissions
on donations raised. Internal costs may include, but are not limited to, staff,
consultants, operational costs, third party service providers, media acquisition,
advertising, platform licensing, software licensing, agency fees, and all other costs
reasonably incurred. Client agrees to pay the applicable Service Provider a fee per
new Supporter gained, as well as a percentage of donations raised. To this end.
Client and the applicable Service Provider agree that payment on this basis may
extend beyond the term of this Appendix A or this Services Agreement, and that all
relevant expenses and outlays by CA are considered part and parcel of the payments
due to the applicable Service Provider. For the avoidance of doubt, net fees realized
by Client after credit card fees, bank fees, and reporting fees have been accounted
for and not gross donations amounts shall be used to calculate payments herein.
Fees will be structured as follows:
• Data analytics modeling and remote support
$1.00 per new Supporter and or new donor registered each month
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• Donations fee before internal costs are met (monthly)*
100% of all donations received will be payable to Hatton until all "out of
pocket" expenses for each Service Provider for ad buys, as well as expenses for;
all costs including staff, consultants, third party service providers, media
acquisition, advertising, platform licensing, software licensing, agency fees, and all
other costs reasonably incurred by any Service Provider.
• Once each Service Provider has been reimbursed for all of its expenses as
provided immediately above, then 15% of all other donations received shall be
payable to Hatton, with 85% of such donations payable to Client.
*lf all internal costs and expenses are not covered through commissions on
donations within 90 days of the end of each monthly billing period, then Client
agrees to pay all remaining fees and expenses of the applicable Service Provider.
Should the Parties determine to terminate this pilot project, then Client shall be
responsible for making all payments due and owing to the applicable Service
Provider within 90 days of said termination, with 100% of all donations received
by Client during said 90 day period and attributable to the prior efforts of the
applicable Service Provider, paid to the applicable Service Provider until the
applicable Service Provider is made whole, on or before the expiration of said 90
day period.
Hatton shall invoice Client by the 10'^ day following each monthly billing cycle for
costs and expenses from the prior month. To the extent sufficient funds have
been raised through the Pilot Project, Client will promptly pay the invoice.
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APPENDIX B
Parties &
Purpose:
Term:
Ownership of IP:
PRIME SUB-CONTRACTOR
CONFIDENTIALITY AND INTELLECTUAL PROPERTY
AGREEMENT
Donald J. Trump for President (the "Client"), Hatton International Limited,
a company registered in the United Kingdom ("Hatton"), and Cambridge
Analytica, a Delaware limited liability company, as Hatton's prime sub¬
contractor therein ("CA") are parties to that certain Services Agreement,
dated as of September 16, 2015 (the "Services Agreement"). Each of
Client, Hatton and CA shall each be individually a "Party" and, collectively,
the "Parties". The Parties recognize that CA has brought the Parties
together and facilitated the Services Agreement, as such, for the benefit of
CA and in recognition of its role, the Parties execute this Appendix to the
Services Agreement to protect each Parties' property rights. Moreover,
the Parties agree not to contract directly with each other, other than
pursuant to the Services Agreement, for a period of one (1) year, absent
the express written approval of CA.
The term of this Prime Sub-Contractor Confidentiality and Intellectual
Property Agreement (this "Agreement") shall be effective from and after
September 16, 2015.
All Data and Analyzed Datasets purchased, developed or otherwise
obtained prior to and during the Term either by or on behalf of CA, and
all Work Product related thereto, and all intellectual property and other
rights therein and thereto, shall be owned exclusively by CA.
Upon termination of the Services Agreement for any reason, the Client
and Hatton shall (i) immediately cease use and prohibit access to the
Confidential Information of CA and any other priority information of CA;
(ii) immediately return to CA, or destroy as CA directs, all Confidential
Information of CA and any other priority information of CA; and (iii) within
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Confidentiality:
fifteen (15) days, provide CA with written confirmation of its compliance
with the terms of this Section.
Hatton and the Client, its respective directors, officers and employees
(collectively, "Receiving Party")acknowledges (i) that it may have in its
possession and/or may receive information of CA that is not available to
the general public and (ii) that such information may constitute, contain
or include material non-public information belonging to CA or its
affiliates.
Receiving Party agrees to hold in strict confidence, with at least the same
degree of care that it applies to its own confidential and proprietary
information, but not less than reasonable care, all non-public information
concerning CA (or its business) that is either in its possession or furnished
by CA or its affiliates at any time pursuant to the Services Agreement or is
produced through performance of the services as contemplated in the
Services Agreement.
Receiving Party agrees not to use or disclose such information other than
for such purposes as may be permitted hereunder except, in each case, to
the extent that such information: (A) is or becomes available to the
general public, other than as a result of a disclosure by Receiving Party in
breach of the Services Agreement; (B) was available to Receiving Party or
becomes available to Receiving Party on a non-confidential basis from a
source other than CA or its affiliates , provided that the source of such
information was not known by such Receiving Party to be bound by a
confidentiality obligation with respect to such information, or otherwise
prohibited from transmitting the information to such Receiving Party or its
affiliates by a contractual, legal or fiduciary obligation; or (C) is
independently known or generated by Receiving Party without use of or
reference to any proprietary or confidential information of CA; provided ,
however , that the foregoing exception in clauses (A) , (B) and (Q above
shall not apply to Personal Information.
Notwithstanding anything herein to the contrary, in the event that
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Data Privacy
Receiving Party either determines on the advice of its counsel that it is
required to disclose any information pursuant to applicable law or the
rules or regulations of a governmental entity, or receives any demand
under lawful process or from any governmental entity to disclose or
provide information of CA that is subject to an obligation of
confidentiality, such Receiving Party shall, to the extent legally permissible,
notify CA prior to disclosing or providing such information and, if CA so
requests, cooperate in seeking any reasonable protective arrangements
reasonably requested by CA. In the event that a protective arrangement
is not obtained, such Party that received such request (i) may thereafter
disclose or provide such information to the extent required by such
applicable law (as so advised by counsel) or by lawful process of such
governmental entity or rating agency, without liability therefor and (ii)
shall exercise commercially reasonable efforts to have confidential
treatment accorded to any such information so provided or furnished.
The Parties to the Services Agreement shall, with respect to any Personal
Information provided by any Party, (i) notify the other impacted Party as
soon as practicable if it learns or has reason to believe a Security Event
has occurred with respect to Personal Information within such Party's
custody or control, (ii) provide reasonable assistance to such Party in
providing notice of a Security Event, (iii) reasonably cooperate in good
faith with all Parties to investigate and resolve the Security Event and
mitigate any harmful effects of the Security Event; and (iv) document
responsive actions taken related to any Security Event.
The Parties acknowledge and agree that, except as otherwise required by
applicable law, with respect to a Security Event affecting a Party's Personal
Information: (i) it shall not inform any third party of the Security Event
without first obtaining the other impacted Party's prior written consent,
other than to inform a complainant that the matter has been forwarded
to the other; and (ii) the impacted Party shall have the sole right to
determine: (a) whether notice of the Security Event is to be provided to
any individuals, governmental entities, consumer reporting agencies, or
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others; and (b) the contents of any such notice, whether any type of
remediation may be offered to affected persons, and the nature and
extent of any such remediation.
With respect to each Security Event affecting another Party's Personal
Information, the Parties shall cooperate with the impacted Party, shall
promptly (and in any event as soon as reasonably practicable) (A) perform
a root cause analysis and prepare a corrective action plan, and (B) if the
impacted Party so requests, prepare a written report and detailed
information, including how and when such Security Event occurred and
what actions it is taking to remedy such Security Event, and shall take
commercially reasonable actions to prevent the recurrence of a similar
Security Event.
The Parties acknowledges that, pursuant to Privacy Laws, that each Party
is required to obtain certain undertakings from CA with respect to the
privacy, use and protection of Personal Information. Notwithstanding
anything to the contrary contained herein, the Parties covenants that, with
respect to any Personal Information to which the Parties, their affiliates
and subcontractors and its and their respective representatives have
access in connection with the Services Agreement or this Agreement, the
Parties shall, and shall cause their affiliates and subcontractors and their
respective representatives to: (i) comply in all material respects with all
Privacy Laws, (ii) keep all Personal Information strictly confidential and not
disclose, process or use any Personal Information except and only to the
extent reasonably necessary to provide the Services (as defined in the
Services Agreement) and otherwise perform its contractual obligations, (iii)
only process Personal Information to provide the services or otherwise in
accordance with the written instructions of providing entity, (iv) not
disclose or transfer any Personal Information to any other person or entity
(including a Party's affiliates and subcontractors and their respective
representatives) without the prior written consent of the providing Party,
and (v) maintain reasonable administrative, technical and physical
safeguards and measures, including a written information security
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Definitions
program, designed to ensure the security and confidentiality of all
Personal Information and to protect against accidental, unauthorized or
unlawful access to, disclosure of, destruction of, or use or processing of
any Personal Information, including any safeguards required by Privacy
Laws.
" Analyzed Dataset " means any Data that has been subsequently
processed, augmented, groomed, interpreted or appended with predictive
scoring by equipment of methods developed by CA, including any
recommended messaging.
" Confidential Information " means any technical and business information
relating to CA's proprietary ideas, patentable ideas, copyrights and/or
trade secrets, existing and/or contemplated products and services,
software, schematics, research and development, production, costs, profit
and margin information, finances and financial projections, customers,
clients, marketing, and current and future business plans and models,
regardless of whether such information is designated as "Confidential
Information" at the time of its disclosure. Confidential Information
includes, but is not limited to, CA's (i) Intellectual Property, (ii) Analyzed
Dataset, (iii )Data and (iv) Work Product.
" Data " means information relating to behavioral, microtargeting, electoral
or behavioral analysis, voter files, demographic information, and
customized hardware configurations.
" Intellectual Property " means all rights relating to any of the following: (i)
inventions, discoveries, improvements, ideas, Know-How (defined below),
formulas, methodology, processes, technology, software (including
password unprotected interpretive code or source code, object code,
development documentation, programming tools, drawings, rules,
specifications and data) and applications and patents in any jurisdiction
pertaining to the foregoing, including re-issues, continuations, divisions,
continuations-in-part, renewals or extensions; (ii) trade secrets, including
models, methodologies, specifications, rules, procedures, processes and
- 18 -
other confidential information and the right in any jurisdiction to limit the
use or disclosure thereof; (iii) writings, designs, software, or other works,
applications or registrations in any jurisdiction for the foregoing; (iv)
databases; (v) books and records pertaining to the foregoing; (vi) claims
or causes of action arising out of or related to past, present or future
infringement or misappropriation of the foregoing; and (vii) all rights
relating to the items identified in (i) - (vi) above, including without
limitation all patents, copyrights, and trade secret rights.
" Personal Information " means that portion of Data that is subject to
Privacy Laws and includes all information defined by the terms "personal
information," "personal data," or any similar term under any applicable
Privacy Law.
" Privacy Laws " means all applicable laws that relate to (i) data security, (ii)
data privacy, (iii) cross-border data transfers, or (iv) data protection.
" Security Event " means any loss of; actual or attempted unauthorized or
unlawful access to, acquisition of, use of, or disclosure of Personal
Information.
" Work Product " means all word product and deliverables created,
prepared, produced or delivered by or on behalf of CA under this
Agreement and, including, without limitation, data, reports, results,
analyses, evaluations, conclusions and other documents, records and
materials in all forms and media.
- 19 -
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SERVICES AGREEMENT
SERVICES AGREEMENT dated 16*^ day of September 2015 (this "Agreement") between:
(i) Hatton International Limited, a company registered in the United Kingdom
("Hatton"), whose registered office is at
(ii) Cambridge Analytica, a Delaware limited liability company ('CA"), as Hatton's
prime sub-contractor under this Agreement, with its principal executive office at
The Corporation Trust Company,
and
(iii) Donald J. Trump for President (the "Client" and together with Hatton and CA, the
"Parties" and each, individually, a "Party"), with its principal executive office at
WITNESSETH:
WHEREAS, the Client desires to engage Hatton to provide services as described in this
Agreement, including Hatton's use of CA as the prime sub-contractor and each of Hatton
and CA agree to provide the Client with such services in consideration of the Client's
execution, delivery and performance of this Agreement;
NOW, THEREFORE, for good and valuable consideration, the receipt and sufficiency of which
are hereby acknowledged, it is hereby agreed:
1. Appointment. The Client hereby appoints Hatton as its provider of the Services (as
defined below) for a term commencing on the 16*'^ day of September 2015 (the "Effective
Date") and ending on the Termination Date (as defined below), unless extended by mutual
agreement of all the Parties (the "Term").
2. Services. Hatton or CA (each a "Service Provider" when providing Services under this
Agreement to Client) will provide to the Client the services identified on Appendix A to this
Agreement (the "Services").
3. Fees. The Client will pay Hatton the fees (the "Fees") identified on Appendix A to
this Agreement. The Fees will be payable within twenty (20) days after the Client's receipt of
each monthly invoice from Hatton, which invoice will indicate the fees and services rendered
by Hatton and/or CA. Hatton shall issue invoices to the Client per the payment schedule
outlined in Appendix A. All amounts owing to Hatton under this Agreement shall be paid
by the Client to Hatton in full without any set-off, counterclaim, deduction or withholding, in
accordance with the payment schedule detailed in Appendix A.
4. Intellectual Property Ownership; Confidentiality, (a) All Data (as defined below)
and Analyzed Datasets (as defined below) purchased, developed or otherwise obtained prior
to and during the Term by or on behalf of CA, all Work Product related thereto, and all
intellectual property and other rights therein and thereto, shall be owned exclusively by CA.
Raw Data provided by Client to CA, or procured by CA for the benefit of Client and invoiced
to Client for the cost of such acquisition, shall be owned jointly by Client and CA upon the
termination of this Agreement. The jointly owned data shall include lists of donors and
volunteers that have been enhanced by the verification of pedigree information or recent
donor activity. Analyzed datasets, modeled scoring and creative content produced pursuant
to this Agreement during the Term shall be (i) owned by CA from and after the Effective
Date and (ii) licensed to the Client during the Term. Neither the Data, the Analyzed Data
Sets, nor any Work Product created therefrom or created in connection therewith shall be
considered a "work made for hire" as that term is defined under the Copyright Act of 1976,
as amended.
(b) The Client and Hatton shall, and shall cause its respective affiliates to, maintain the
confidentiality of, and not use for their own benefit or the benefit of any other person or
entity (except as and to the extent permitted by the terms of this Agreement), any
Confidential Information. The Client and Hatton shall not disclose the Confidential
Information to the public or third parties, and shall each use protections no less protective
- 2 -
than those used by the Client and Hatton to protect its own respective confidential
information. The Client and Hatton shall use the Confidential Information solely for its own
internal purposes and shall not share, re-sell, rent, lease, disclose or distribute same to the
public or any third parties without the prior express written consent of CA.
(c) Notwithstanding subparagraph (b) above, during the Term, Hatton may share with
the Client and utilize Confidential Information for the benefit of the Client to the extent
related exclusively to the Data, Analyzed Datasets and Work Product. The Client and Hatton
agree to be bound by the intellectual property and confidentiality provisions within this
Agreement and Appendix B. For the avoidance of doubt. Appendix A and Appendix B are
incorporated by reference into this Agreement and this Agreement, Appendix A and
Appendix B contain the entire agreement between the Parties with respect to the subject
matter hereof.
(d) As used herein in this Agreement, the following terms have the following meanings:
"Analyzed Dataset" shall mean any Data that has been subsequently processed, augmented,
groomed, interpreted or appended with predictive scoring by equipment of methods
developed by CA, including any recommended messaging;
"Confidential Information" shall mean any technical and business information relating to
CA's proprietary ideas, patentable ideas, copyrights and/or trade secrets, existing and/or
contemplated products and services, software, schematics, research and development,
production, costs, profit and margin information, finances and financial projections,
customers, clients, marketing, and current and future business plans and models, regardless
of whether such information is designated as "Confidential Information" at the time of its
disclosure. Confidential Information includes, but is not limited to. Analyzed Dataset, Data
and Work Product.
"Data" shall mean information relating to behavioral, microtargeting, electoral or behavioral
analysis, voter files, demographic information, and customized hardware configurations; and
"Work Product" shall mean all word product and deliverables created, prepared, produced or
delivered by or on behalf of CA under this Agreement and, including, without limitation,
data, reports, results, analyses, evaluations, conclusions and other documents, records and
materials in all forms and media.
- 3 -
5. Representations, Warranties and Covenants. Each Party represents and warrants to
and covenants with the other Parties that (i) it has all requisite power and authority to
execute, deliver and perform this Agreement, (ii) it has duly authorized, executed and
delivered this Agreement and this Agreement is its legal, valid and binding obligation
enforceable against it in accordance with its terms, (iii) the execution, delivery and
performance of this Agreement will not violate or breach any provision of any other
agreement, law or order to which it is subject, (iv) it holds all necessary permits, licenses and
consents to conduct its operations and to perform this Agreement and (v) it shall conduct
its operations in accordance with all applicable laws and regulations.
6. Termination, (a) This Agreement shall terminate upon the earliest to occur of the
following and such date shall be referred to as the "Termination Date":
(i) Termination of that certain pilot program between the Client and CA, as more
specifically detailed in Appendix A to this Agreement;
(ii) November 30, 2016;
(iii) Client, on the one hand, and Hatton and/or CA, on the other hand, may
terminate this Agreement on thirty (30) days' prior written notice if the other party is in
material breach or continuing breach of any provision of this Agreement and such breach, if
capable of remedy, is not remedied within ten (10) days after receipt by the defaulting party
of notice of the breach, with the termination to take effect on the 30th day after notice has
been delivered;
(iv) Client, on the one hand, and Hatton and/or CA, on the other hand, may
terminate this Agreement on thirty (30) days' prior written notice upon the other party's
gross negligence in its performance of the duties and/or responsibilities under this
Agreement; and
(v) if the Client withdraws from being an active candidate for President of the United
States, either through public statements or the filing of legal documents.
(b) The Client acknowledges that a failure to make timely payment of Fees, as detailed in
Appendix A, shall be a material breach of this Agreement.
- 4 -
(c) Upon any termination of this Agreement, the Client shall pay to Hatton all fees due
and owing to Hatton and its subcontractors through the date of termination, in accordance
with the schedule in Appendix A, including any fees owing but not yet billed at the time of
the termination, and reimburse Hatton for all expenses Hatton and its subcontractors
incurred in providing the Services under this Agreement. Upon any termination. Sections 4,
5, 7, 14, 15, 16, 17 and this Section 6 of this Agreement shall survive and continue in full
force and effect.
7. Indemnification. Each Party (the "Indemnifying Party") shall indemnify, defend and
hold the other Parties and their respective directors, officers, members, employees,
independent contractors, licensees, affiliates, successors, assigns and agents, harmless from
and against all claims, liabilities, damages, costs and attorneys' fees arising from any breach
by the Indemnifying Party of any representation, warranty, covenant or other agreement
made by the Indemnifying Party under this Agreement. The foregoing indemnity shall
survive the termination or expiration of this Agreement. Hatton and its subcontractors will
adhere to CAN-SPAM and other relevant federal and state data compliance regulations in
relation to the provision of the Services set out in Appendix A, and shall indemnify and hold
the Client harmless for any third party claims related to the Services.
8. Modification. This Agreement, including the Appendices annexed hereto sets forth
the entire understanding of the Parties relating to the subject matter hereof and supersedes
and cancels any prior communications, understandings and agreements between the Parties.
This Agreement may not be modified or changed nor any of these provisions be waived
except by a writing signed by all Parties.
9. Successors and Assigns. No Party may assign any rights or obligations under this
Agreement without the prior written consent of the other Parties. Any purported assignment
without the consent of all Parties shall be null and void. The benefits of this Agreement shall
inure to the respective successors, heirs, estates and permitted assigns of the Parties hereto
and their successors and permitted assigns and the obligations and liabilities assumed under
this Agreement by the Parties hereto shall be binding upon their respective successors,
heirs, estates and permitted assigns.
10. Provisions Severable. If any provision or covenant of this Agreement is held by any
court to be invalid, illegal or unenforceable, either in whole or in part, then such invalidity.
- 5 -
illegality or unenforceability will not affect the validity, legality or enforceability of the
remaining provisions or covenants of this Agreement, all of which will remain in full force
and effect to the maximum extent allowed by law.
11. Waiver. Failure of any Party to insist, in one or more instances, on performance by
any other Party in strict accordance with the terms and conditions of this Agreement will
not be deemed a waiver or relinquishment of any right granted in this Agreement or of the
future performance of any such term or condition or of any other term or condition of this
Agreement, unless such waiver is contained in a writing signed by the Party making the
waiver and specifically referencing this Agreement.
12. Notices. All notices to the respective Parties hereto shall be addressed as follows, or
to such other address as may be hereafter notified by the respective parties hereto.
If to Hatton:
If to CA:
If to Client:
Donald J. Trump for President,
Any notice, request, demand, claim, or other communication hereunder shall be deemed
duly given: (i) if personally delivered, when so delivered; (ii) if mailed, five (5) business days
after having been sent by first class, registered or certified U.S. mail, return receipt
requested, postage prepaid and addressed to the intended recipient as set forth above; or
(iii) if sent through a nationally recognized overnight delivery service which guarantees next
day delivery, the business day following its delivery to such service in time for next day
delivery.
13. Counterparts. This Agreement may be executed simultaneously in two (2) or more
counterparts, each of which will be deemed an original. Signature pages delivered by PDF
or other electronic transmission shall be legal, valid and binding delivery.
- 6 -
14. Governing Law. This Agreement shall be governed by the laws of the State of New
York without regard to principles of conflicts of laws. EACH PARTY CONSENTS THAT ANY
LEGAL ACTION OR PROCEEDING AGAINST IT UNDER, ARISING OUT OF OR IN ANY
MANNER RELATING TO THIS FACILITATION AGREEMENT, OR ANY OTHER INSTRUMENT OR
DOCUMENT EXECUTED AND DELIVERED IN CONNECTION HEREWITH, SHALL BE BROUGHT
EXCLUSIVELY IN ANY COURT OF THE STATE OF NEW YORK OR IN THE UNITED STATES
DISTRICT COURT FOR THE SOUTHERN DISTRICT OF NEW YORK, IN EACH CASE, IN THE
COUNTY OF NEW YORK. EACH PARTY EXPRESSLY AND IRREVOCABLY CONSENTS AND
SUBMITS TO THE PERSONAL JURISDICTION OF ANY OF SUCH COURTS IN ANY SUCH
ACTION OR PROCEEDINGS. EACH PARTY AGREES THAT PERSONAL JURISDICTION OVER IT
MAY BE OBTAINED BY THE DELIVERY OF A SUMMONS (POSTAGE PREPAID) IN
ACCORDANCE WITH THE PROVISIONS OF SECTION 12 OF THIS AGREEMENT. ASSUMING
DELIVERY OF THE SUMMONS IN ACCORDANCE WITH THE PROVISIONS OF SECTION 12 OF
THIS AGREEMENT, EACH PARTY HEREBY EXPRESSLY AND IRREVOCABLY WAIVES ANY
ALLEGED LACK OF PERSONAL JURISDICTION, IMPROPER VENUE OF FORUM NON
CONVENIENS OR ANY SIMILAR BASIS.
15. Arbitration, (a) The Parties agree that any and all disputes arising under or
pertaining to this Agreement, including disputes regarding billing and expenses and scope
and nature of services, shall be resolved, if possible, by non-binding mediation conducted
by a mutually acceptable mediator in New York County, New York City, New York. The
mediation process may be initiated by a written request with a list of acceptable mediators,
with preference given to neutral former state or federal judges.
(b) The Parties also agree that in the event that mediation is not successful, any and all
disputes arising under or pertaining to this engagement, including disputes regarding billing
and expenses and scope and nature of services, shall be conducted according to the Federal
Arbitration Act and, to the extent not inconsistent, under the "2007 Rules for Non-
Administered Arbitration" adopted by the International Institute for Conflict Prevention &
Resolution (www.cpradr.org).
(c) The arbitration will be conducted by three arbitrators, with preference given to
neutral former state or federal judges. Venue and choice of law of the arbitration shall be in
New York County, New York City, New York. The Parties agree and recognize that the
arbitration process includes, among other things, a waiver of the right to a jury trial, waiver
- 7 -
of the right to an appeal, waiver of the right to broad discovery under the Federal Rules of
Civil Procedure, and will involve upfront costs and expenses.
(d) The costs and expenses of the mediators and arbitrators, along with other costs and
expenses associated with the proceedings, shall be split equally between the Parties. Each
Party shall bear its own costs and expenses, including attorneys' fees and other costs
associated with the presentation of its case.
16. Expenses. Each Party shall bear its own expenses incurred in connection with the
negotiation, execution, delivery and performance of this Agreement. The Client shall
reimburse Hatton for all reasonable and necessary expenses incurred by Hatton and CA in
the performance of the Services under this Agreement, which expenses are included in the
fee structure outlined in Appendix A, and shall be billed in accordance with such Appendix
A.
17. No Partnership or Agency. Nothing in this Agreement is intended to, or shall be
deemed to, constitute a partnership or joint venture of any kind between the Parties, nor
constitute any Party the agent of any other Party for any purpose. No Party shall have
authority to act as agent for, or to bind, any other Party in any way.
18. Entire Agreement. Appendix A and Appendix B attached hereto are incorporated by
reference. This Agreement, including Appendix A and Appendix B contain the entire
agreement and understanding between the Parties with respect to the subject matter hereof
and supersede all prior discussions and agreements among the Parties, both written and
oral, with respect to the subject matter hereof, and contain the sole and entire agreement
among the Parties with respect to the subject matter hereof.
- 8 -
IN WITNESS WHEREOF, the Parties have duly executed and delivered this Agreement
effective as of the date first set forth above.
Hatton International Limited
By:_
Name:
Title: President
Date:
Donald J. Trump for President
By:_
Name:
Title:
Date:
Cambridge Analytica LLC
By:
Name: Alexander Nix
Title: Director
Date:
- 9 -
APPENDIX A
Pilot Project parameters:
Hatton, through CA (its prime sub-contractor) will undertake a data-driven pilot project for
the Client, based on identified groups of individuals likely to support or make donations to
the Client, made up of individuals on the applicable Service Provider's database. Likely
Supporters (as defined below) and donors will be clustered into groups and targeted with
messaging and imagery. In both cases, individuals will be driven to a landing page for
Supporter and donation acquisition.
The Pilot Project will initially operate for 90 days from the date the applicable Service
Provider gives Client written notification that it has been provided the necessary access to
information by Client and has completed the first stage of data analytics, with such period
not being longer than 5 business days after receipt of Client's information. The Pilot Project
may only be terminated for cause, as provided in Section 6 of the subject Agreement.
Thereafter, the Pilot Project will automatically renew for additional periods of 30 days each,
unless written notification is given that a Party intends to terminate the Pilot Project, no less
than 20 days prior to the proposed end date.
For purposes of this Appendix A, "Supporter" shall mean any individual that responds to a
call to action to support the Client by providing at least one piece of their personal
identification information, and at least one piece of their personal contact information.
Personal identification information may include initials, forename and surname. Contact
information may include cell phone number, landline phone number and email address.
The project will be comprised of the following services, requirements and fees:
1. Data Services
Hatton, through CA (its prime sub-contractor), will provide the following data services
aiming to register new Supporters and gain donations for the Client nationally:
• Periodic bi-monthly analytics reports on Supporter and donor profiles.
• Ongoing analytics, including segmentation of target audience groups across
all states, integration of campaign audience contact data, and ongoing
refinement of audiences using CA's proprietary methodology.
- 10 -
• A team of analysts selected and managed by Hatton and CA will be available
remotely to the campaign to refine and present analytics findings.
2. Digital Campaign Management, creative services and reporting
Supporter identification and donation solicitation will be achieved through highly
targeted digital messaging designed to engage and persuade potential Supporters to
pledge their support and/or to donate through an agreed webpage(s), to be
developed jointly by Client, Hatton, and CA. The applicable Service Provider will
receive and utilize the Client's existing communication materials, and all web
advertisements and outreach activities.
• The applicable Service Provider's team of online marketers, graphic designers,
and website developers may develop additional creative communication materials
for use in outreach activities. Materials will be designed to appeal to specific
target groups of Supporters and donors.
• Periodic bi-monthly reports identifying the number of new Supporters and
donors actively engaged through the digital outreach program (assuming access
to relevant data shared with the applicable Service Provider by the Client, as
outlined in Section 3 below).
3. Requirements
Services to be provided under this Agreement shall commence upon receipt from the
applicable Service Provider of the data and information included in the existing
house file of the Client, inclusive of donors, members and social media contacts. The
Client agrees to provide the applicable Service Provider with administrative access to
relevant online resources, including website(s), Facebook and other social media
accounts. The Client agrees to give the applicable Service Provider access to all
branding and creative content, inclusive of logos, graphics, color palette, images,
taglines, phrases, priority issues and slogans. The Client agrees to inform the
applicable Service Provider of all processes to integrate online presence for digital
outreach and mail vendors. The Client agrees to give the applicable Service Provider
administrative access to the website so as to develop and publish Supporter and
donation pages for tracking and monitoring purposes. The Client and the applicable
Service Provider additionally agrees to confirm in writing the level or cost of digital
advertisement buys the Client and CA have agreed to be made per month on behalf
- 11 -
of the Client. Individual contact data and related information collected by the Client
through the outreach and engagement phase will be provided to the applicable
Service Provider to facilitate ongoing analytics support and post-analysis.
The applicable Service Provider shall be attributed the following:
Post-Click conversions (donations & Supporters) - During the Term and for ninety
(90) days thereafter, a user clicking on a search, display or social ad.
Post-Impression conversions (donations & Supporters) - During the Term and for
ninety (90) days thereafter, a user viewing a search, display or social ad.
Channel exclusivity on Facebook as it relates to the scope of the Services Agreement
(e.g. fundraising and Supporter identification).
4. Schedule of Fees
The applicable Service Provider agrees to pay all external costs for media spend,
with the budget each month for media buys to be agreed in writing between the
applicable Service Provider and Client. The applicable Service Provider additionally
agrees to meet all internal costs of the project, to be covered through commissions
on donations raised. Internal costs may include, but are not limited to, staff,
consultants, operational costs, third party service providers, media acquisition,
advertising, platform licensing, software licensing, agency fees, and all other costs
reasonably incurred. Client agrees to pay the applicable Service Provider a fee per
new Supporter gained, as well as a percentage of donations raised. To this end.
Client and the applicable Service Provider agree that payment on this basis may
extend beyond the term of this Appendix A or this Services Agreement, and that all
relevant expenses and outlays by CA are considered part and parcel of the payments
due to the applicable Service Provider. For the avoidance of doubt, net fees realized
by Client after credit card fees, bank fees, and reporting fees have been accounted
for and not gross donations amounts shall be used to calculate payments herein.
Fees will be structured as follows:
• Data analytics modeling and remote support
$1.00 per new Supporter and or new donor registered each month
- 12 -
• Donations fee before internal costs are met (monthly)*
100% of all donations received will be payable to Hatton until all "out of
pocket" expenses for each Service Provider for ad buys, as well as expenses for;
all costs including staff, consultants, third party service providers, media
acquisition, advertising, platform licensing, software licensing, agency fees, and all
other costs reasonably incurred by any Service Provider.
• Once each Service Provider has been reimbursed for all of its expenses as
provided immediately above, then 15% of all other donations received shall be
payable to Hatton, with 85% of such donations payable to Client.
*lf all internal costs and expenses are not covered through commissions on
donations within 90 days of the end of each monthly billing period, then Client
agrees to pay all remaining fees and expenses of the applicable Service Provider.
Should the Parties determine to terminate this pilot project, then Client shall be
responsible for making all payments due and owing to the applicable Service
Provider within 90 days of said termination, with 100% of all donations received
by Client during said 90 day period and attributable to the prior efforts of the
applicable Service Provider, paid to the applicable Service Provider until the
applicable Service Provider is made whole, on or before the expiration of said 90
day period.
Hatton shall invoice Client by the 10'^ day following each monthly billing cycle for
costs and expenses from the prior month. To the extent sufficient funds have
been raised through the Pilot Project, Client will promptly pay the invoice.
- 13 -
APPENDIX B
Parties &
Purpose:
Term:
Ownership of IP:
PRIME SUB-CONTRACTOR
CONFIDENTIALITY AND INTELLECTUAL PROPERTY
AGREEMENT
Donald J. Trump for President (the "Client"), Hatton International Limited,
a company registered in the United Kingdom ("Hatton"), and Cambridge
Analytica, a Delaware limited liability company, as Hatton's prime sub¬
contractor therein ("CA") are parties to that certain Services Agreement,
dated as of September 16, 2015 (the "Services Agreement"). Each of
Client, Hatton and CA shall each be individually a "Party" and, collectively,
the "Parties". The Parties recognize that CA has brought the Parties
together and facilitated the Services Agreement, as such, for the benefit of
CA and in recognition of its role, the Parties execute this Appendix to the
Services Agreement to protect each Parties' property rights. Moreover,
the Parties agree not to contract directly with each other, other than
pursuant to the Services Agreement, for a period of one (1) year, absent
the express written approval of CA.
The term of this Prime Sub-Contractor Confidentiality and Intellectual
Property Agreement (this "Agreement") shall be effective from and after
September 16, 2015.
All Data and Analyzed Datasets purchased, developed or otherwise
obtained prior to and during the Term either by or on behalf of CA, and
all Work Product related thereto, and all intellectual property and other
rights therein and thereto, shall be owned exclusively by CA.
Upon termination of the Services Agreement for any reason, the Client
and Hatton shall (i) immediately cease use and prohibit access to the
Confidential Information of CA and any other priority information of CA;
(ii) immediately return to CA, or destroy as CA directs, all Confidential
Information of CA and any other priority information of CA; and (iii) within
- 14 -
Confidentiality:
fifteen (15) days, provide CA with written confirmation of its compliance
with the terms of this Section.
Hatton and the Client, its respective directors, officers and employees
(collectively, "Receiving Party")acknowledges (i) that it may have in its
possession and/or may receive information of CA that is not available to
the general public and (ii) that such information may constitute, contain
or include material non-public information belonging to CA or its
affiliates.
Receiving Party agrees to hold in strict confidence, with at least the same
degree of care that it applies to its own confidential and proprietary
information, but not less than reasonable care, all non-public information
concerning CA (or its business) that is either in its possession or furnished
by CA or its affiliates at any time pursuant to the Services Agreement or is
produced through performance of the services as contemplated in the
Services Agreement.
Receiving Party agrees not to use or disclose such information other than
for such purposes as may be permitted hereunder except, in each case, to
the extent that such information: (A) is or becomes available to the
general public, other than as a result of a disclosure by Receiving Party in
breach of the Services Agreement; (B) was available to Receiving Party or
becomes available to Receiving Party on a non-confidential basis from a
source other than CA or its affiliates , provided that the source of such
information was not known by such Receiving Party to be bound by a
confidentiality obligation with respect to such information, or otherwise
prohibited from transmitting the information to such Receiving Party or its
affiliates by a contractual, legal or fiduciary obligation; or (C) is
independently known or generated by Receiving Party without use of or
reference to any proprietary or confidential information of CA; provided ,
however , that the foregoing exception in clauses (A) , (B) and (Q above
shall not apply to Personal Information.
Notwithstanding anything herein to the contrary, in the event that
- 15 -
Data Privacy
Receiving Party either determines on the advice of its counsel that it is
required to disclose any information pursuant to applicable law or the
rules or regulations of a governmental entity, or receives any demand
under lawful process or from any governmental entity to disclose or
provide information of CA that is subject to an obligation of
confidentiality, such Receiving Party shall, to the extent legally permissible,
notify CA prior to disclosing or providing such information and, if CA so
requests, cooperate in seeking any reasonable protective arrangements
reasonably requested by CA. In the event that a protective arrangement
is not obtained, such Party that received such request (i) may thereafter
disclose or provide such information to the extent required by such
applicable law (as so advised by counsel) or by lawful process of such
governmental entity or rating agency, without liability therefor and (ii)
shall exercise commercially reasonable efforts to have confidential
treatment accorded to any such information so provided or furnished.
The Parties to the Services Agreement shall, with respect to any Personal
Information provided by any Party, (i) notify the other impacted Party as
soon as practicable if it learns or has reason to believe a Security Event
has occurred with respect to Personal Information within such Party's
custody or control, (ii) provide reasonable assistance to such Party in
providing notice of a Security Event, (iii) reasonably cooperate in good
faith with all Parties to investigate and resolve the Security Event and
mitigate any harmful effects of the Security Event; and (iv) document
responsive actions taken related to any Security Event.
The Parties acknowledge and agree that, except as otherwise required by
applicable law, with respect to a Security Event affecting a Party's Personal
Information: (i) it shall not inform any third party of the Security Event
without first obtaining the other impacted Party's prior written consent,
other than to inform a complainant that the matter has been forwarded
to the other; and (ii) the impacted Party shall have the sole right to
determine: (a) whether notice of the Security Event is to be provided to
any individuals, governmental entities, consumer reporting agencies, or
- 16 -
others; and (b) the contents of any such notice, whether any type of
remediation may be offered to affected persons, and the nature and
extent of any such remediation.
With respect to each Security Event affecting another Party's Personal
Information, the Parties shall cooperate with the impacted Party, shall
promptly (and in any event as soon as reasonably practicable) (A) perform
a root cause analysis and prepare a corrective action plan, and (B) if the
impacted Party so requests, prepare a written report and detailed
information, including how and when such Security Event occurred and
what actions it is taking to remedy such Security Event, and shall take
commercially reasonable actions to prevent the recurrence of a similar
Security Event.
The Parties acknowledges that, pursuant to Privacy Laws, that each Party
is required to obtain certain undertakings from CA with respect to the
privacy, use and protection of Personal Information. Notwithstanding
anything to the contrary contained herein, the Parties covenants that, with
respect to any Personal Information to which the Parties, their affiliates
and subcontractors and its and their respective representatives have
access in connection with the Services Agreement or this Agreement, the
Parties shall, and shall cause their affiliates and subcontractors and their
respective representatives to: (i) comply in all material respects with all
Privacy Laws, (ii) keep all Personal Information strictly confidential and not
disclose, process or use any Personal Information except and only to the
extent reasonably necessary to provide the Services (as defined in the
Services Agreement) and otherwise perform its contractual obligations, (iii)
only process Personal Information to provide the services or otherwise in
accordance with the written instructions of providing entity, (iv) not
disclose or transfer any Personal Information to any other person or entity
(including a Party's affiliates and subcontractors and their respective
representatives) without the prior written consent of the providing Party,
and (v) maintain reasonable administrative, technical and physical
safeguards and measures, including a written information security
- 17 -
Definitions
program, designed to ensure the security and confidentiality of all
Personal Information and to protect against accidental, unauthorized or
unlawful access to, disclosure of, destruction of, or use or processing of
any Personal Information, including any safeguards required by Privacy
Laws.
" Analyzed Dataset " means any Data that has been subsequently
processed, augmented, groomed, interpreted or appended with predictive
scoring by equipment of methods developed by CA, including any
recommended messaging.
" Confidential Information " means any technical and business information
relating to CA's proprietary ideas, patentable ideas, copyrights and/or
trade secrets, existing and/or contemplated products and services,
software, schematics, research and development, production, costs, profit
and margin information, finances and financial projections, customers,
clients, marketing, and current and future business plans and models,
regardless of whether such information is designated as "Confidential
Information" at the time of its disclosure. Confidential Information
includes, but is not limited to, CA's (i) Intellectual Property, (ii) Analyzed
Dataset, (iii )Data and (iv) Work Product.
" Data " means information relating to behavioral, microtargeting, electoral
or behavioral analysis, voter files, demographic information, and
customized hardware configurations.
" Intellectual Property " means all rights relating to any of the following: (i)
inventions, discoveries, improvements, ideas, Know-How (defined below),
formulas, methodology, processes, technology, software (including
password unprotected interpretive code or source code, object code,
development documentation, programming tools, drawings, rules,
specifications and data) and applications and patents in any jurisdiction
pertaining to the foregoing, including re-issues, continuations, divisions,
continuations-in-part, renewals or extensions; (ii) trade secrets, including
models, methodologies, specifications, rules, procedures, processes and
- 18 -
other confidential information and the right in any jurisdiction to limit the
use or disclosure thereof; (iii) writings, designs, software, or other works,
applications or registrations in any jurisdiction for the foregoing; (iv)
databases; (v) books and records pertaining to the foregoing; (vi) claims
or causes of action arising out of or related to past, present or future
infringement or misappropriation of the foregoing; and (vii) all rights
relating to the items identified in (i) - (vi) above, including without
limitation all patents, copyrights, and trade secret rights.
" Personal Information " means that portion of Data that is subject to
Privacy Laws and includes all information defined by the terms "personal
information," "personal data," or any similar term under any applicable
Privacy Law.
" Privacy Laws " means all applicable laws that relate to (i) data security, (ii)
data privacy, (iii) cross-border data transfers, or (iv) data protection.
" Security Event " means any loss of; actual or attempted unauthorized or
unlawful access to, acquisition of, use of, or disclosure of Personal
Information.
" Work Product " means all word product and deliverables created,
prepared, produced or delivered by or on behalf of CA under this
Agreement and, including, without limitation, data, reports, results,
analyses, evaluations, conclusions and other documents, records and
materials in all forms and media.
- 19 -
From: Levy, Larry
Sent: 18 September 2015 15:40
To: Sabhita Raiu
|ri^: Brittany Kaiser <
fcc M Kyriakos Klosidis <
; jeffrking
>; Chris Britton (
; Jacqui James Varga, CPA <
Stefan C. Passantino _
Subject: FW: Wire info
Good morning Kyriakos/Brittany,
Annexed is the low/a GOP agreement we need to file in order to buy the caucus list.
Presumably you previously completed at least one of these for the STC campaign. Do you have any
issue with signing this given the requirements of section 5?
We intend to buy the list for the generic Keep the Promise and use it with our
family of KTP committees. We would complete section 5 d. by inserting Keep the Promise as
authorized and directed by Kellyanne Conway or other authorized agent. We will need to
have CS and Lukens also sign the vendor agreement, which I'm sure each has previously done
for other clients.
Jeff,
It appears that you already spoke with Mr. Olsen so that we won't have any issue with the
Iowa GOP about sharing the list among the affiliated PACs, correct? Each PAC will be contributing to
the cost of the list and Cambridge Analytica will be using it as a vendor, but we may also have other
vendors, such as Campaign Strategies and Walter Lukens who are doing are digital and mail
outreach. We can have each of them forward a vendor agreement later.
The plan is to get this signed today, or Monday the latest and send the signed forms to you
so that you can alert them to expect a wire from our bank. If we don't get it done by about P.M.
EST, we won't be able to get a wire out until Monday.
Jacqui,
The PDF attached is ready for your signature, please sign and pdf back to me. Is there any
issue with getting a wire out today or Monday?
Larry
LARRY LEVY
Counsel
BRACEWELL & GIULIANI LLP
CONFIDENTIALITY .STATEMENT
This message is sent by a law firm and may contain information that is privileged or confidential. If you received this
transmission in error, please notify the sender by reply email and delete the miessage and any attachments.
Thanks, Jeff!
Chad
On Thu, Sep 17, 2015 at 3:32 PM, < wrote:
Chad - good taking with you.
Please send the wire info to this address. Can you also resend the agreement?
Thanks,
Jeff
REPUBLICAN PARTY OP IOWA
621 EAST NINTH STREET
DES MOINES, lA 50309
515-282-8105
T,TST OWNERSHIP AND CONFIDENTTAUTY AGREEMENT
1. Cambridge Analytica, a Delaware limited liability company with its principal executive office at
The Corporation Trust Company, (hereafter
referred to as "Vendor"), agrees to abide by all the terms and eonditions of this Agreement.
2. Vendor agrees that the Republiean Party of Iowa (hereafter referred to as the “Iowa GOP”)
eaueus attendee list and all information eontained therein is, and shall remain, the exclusive
property of the Iowa GOP.
3. Vendor agrees that it shall acquire no property or ownership interest in, or rights to, the Iowa
GOP caucus attendee list or any information contained therein.
4. Vendor acknowledges and agrees that the Iowa GOP caucus attendee list and all fdes,
information, updates and enhancements thereto which are provided to, generated by, or otherwise
become known to Vendor in connection with, or incident to, this Agreement are privileged and
confidential.
5. Vendor agrees that neither it, nor any of its directors, officers, employees, consultants or agents
will:
a. disclose, rent, lease, or sell the Iowa GOP caucus attendee list in whole or in part, or any
file(s), information, updates or enhancement(s) derived from the Iowa GOP caucus
attendee list to any other party;
b. enter into any agreement establishing joint ownership of the Iowa GOP caucus attendee
list, in whole or in part, or any file(s), information, updates or enhancement(s) derived
from the Iowa GOP caucus attendee list;
c. retain or duplicate the Iowa GOP caucus attendee list, in whole or in part, or any file(s),
information, updates or enhancement(s) derived from the Iowa GOP caucus attendee list;
or:
d. make any use of the Iowa GOP caucus attendee list, in whole or in part, or any file(s),
information, updates or enhancement(s) derived from the Iowa GOP caucus attendee list,
for any purpose other than for soliciting contributions on behalf of the
Keep the Promise (KTP) as authorized and directed by KTP .
7. Vendor agrees the Iowa GOP has the right to proceed directly against Vendor or Vendor's agents
if this Agreement is violated, and may obtain injunctive relief, as well as monetary damages.
8. Vendor agrees that this Agreement shall apply to any successor organizations.
By: Alexander Nix, Director P K \ \ September 18,2015
Cambridge Analytica
Vendor
Paid for and Authorized by the Republican Party of Iowa
RE: Making a payment for invoice 16-CA-171
Hi Krystyna, no we do not accept credit card payments.
Sandra Nguyen
Account Manager
iHiaaiAiaiiiliiUriifiiiAiMiliilliifiiliilifiEMENT
This communication and any accompanying documents are confidential and privileged. They are intended for the sole
use of the addressee. If you receive this transmission in error, you are advis^ that any disclosure, copying,
distribution, or the taking of any action in reliance upon this communication is strictly prohibited. Moreover, any such
disclosure shall not compromise or waive the attorney-client, accountant-client, or other privileges as to this
communication or otherwise. If you have received this communication in error, please contact me at the above email
address. Thank you.
Krystyna
Sent: Thursday, Septembei^5^01^0|0^^^^
Sandra
Subject: Making a payment for invoice 16-CA-171
Hi Sandra
A ciient is trying to make a payment towards invoice 171 (attached). He is trying to use the
funds he has on his credit card. Are you aware of any way to make the payment oniine using a
credit card?
I’d reaiiy appreciate your advice on this.
Regards
Krystyna Zawa!
scl elections
This email is confidential and may be privileged, if you are not the intended recipient or have
received this email in error, please notify the sender immediately and delete this email. Any
unauthorized copying, disclosure or distribution of the material in this email is strictly
forbidden. Please note that any views or opinions presented in this email are solely those of
the author and do not necessarily represent those of the company. Finally, the recipient should
check this email and any attachments for the presence of viruses. The company accepts no
liability for any damage caused by any virus transmitted by this email.
Please consider the environment before printing this e-mail
Civicist's First Post: All in the Family
Us
Micah L. Sifry
All In the Family
• The White House is announcing the morning the formation of its Office of American
Innovation, which will be led by Jared Kushner, the president's eminently qualified
son-in-law, report Ashley Parker and Philip Rucker for The Washington Post
Kushner—who already holds the job of bringing peace to the Middle East and
managing his father-in-laws many other foreign policy initiatives— envisions reimagining
Veterans Affairs, modernizing the tech infrastructure of every government agency, and
providing broadband to every American as part of Trump's $1 trillion infrastructure
plans.
• "The government should be run like a great American company," Kushner told the
Post Apparently the kind of company he means is an incestuous family business. For
example, Reed Cordish, a Kushner deputy whose title is assistant to the president for
intengovemmental and technology initiatives, is a longtime friend of the Trump family
who is a Baltimore real-estate developer. The families hooked up as a result of Trump
suing Cordish's father and then "falling in love" with him upon meeting, according John
Fritze's report in the Baltimore Sun. He also reports that "Ivanka Trump helped
facilitate Reed Cordish's first date with her best friend. The two eventually married."
• Public service announcement; Here's why government can't be "run like a
business": As Jascha Franklin-Hodge, Boston's CIO, said at the Code for America
summit in 2015, "Businesses get to choose their customers, government has to serve
everyone." (Bonus link : how teachers make this point better than anyone.)
• According to the Post report, the office is working with tech executives including
Apple's Tim Cook, Microsoft's Bill Gates, Salesforce's Marc Benioff and Tesla's
Elon Musk. Benioff told the Post that while "we don't agree on everything" he is
"hopeful that Jared will be collaborative with our industry in moving this forward. When 1
talk to him, he does remind me of a lot of the young, scrappy entrepreneurs that I
invest in in their 30s.” OK, that comment made me throw up in my mouth a little bit.
• Putting lipstick on pigs: Kushner's explicit elevation to White House tech and
innovation czar presents our friends in places like the White House Digital Service,
18F, and all the other department and agency digital services with the dilemma they've
been hoping to avoid: can you keep your head down and work on modernizing
government services if that means legitimizing Trump and Kushner's flagrant disregard
for clean government?
• To your health (care): As the dust settles on the collapse of the Republican drive to
repeal Obamacare, here are some nuggets that have emerged: On Thursday, the day
before the American Health Care Act was pulled from the House floor, the top post on
the Cloakroom app, a chat tool used solely by denizens of Capital Hill, was "We are all
interns today," Phillip Bump reported for The Washington Post. That's because
everyone on the Hill was answering the "godforsaken phones" that were ringing all day.
One Republican member of Congress, Daniel Donovan of NY, reported that calls to
his office were running 1000-1 in opposition to the bill.
• The opposition to the repeal of Obamacare, re ports David Weigel of The Washington
Post, wasn't led by congressional Democrats, but instead came from a "roiling, well-
organized 'resistance' [that] bombarded Republicans with calls and filled their town
halls with skeptics." He highlights the role of Bernie Sanders calling early rallies to
defend the ACA as well as the rise of Indivisible.
• With the House likely to follow the Senate in voting to let Internet service providers sell
their customers' usage data, the battle for online consumer privacy is likely to shift to
state legislatures, Conor Dougherty reports for The New York Times.
• What sharing economy? Uber CEO Travis Kafanick and a bunch of senior
employees went to a teraoke/escort bar in Seoul in 2014, resulting in an HR complaint
from one of the female employees Amir Efrati reports for The Information.
• According to BuzzFeed's Priya Anand, some Uber employees are "frustrated " by
board member Arianna Huffington's role in overseeing the company's internal
investigation into allegations of systemic sexism at the ride-hail giant. Anand also
reports that Huffington's Thrive Global health and wellness company used to sell a t-
shitt emblazoned "iSLEEPYOURWAYTOTHETOP," until Uber employees
complained.
• This is civic tech: Civicist contributor An Xiao Mina elaborates on her recent piece
about networked production and protest culture in a talk at the Berkman Klein Center.
• A Stanford University demographer, Timnit Gebru, has figured out howto use Google
Street View images to reveal detailed information about Americans' race, income,
education level and occupation—even their voting preferences, reports MIT's
Technology Review.
• Your moment of zen: This "ilfe-affirminp" video from Kirsten Lepore is just strange
enough to actually work, butt for one odd feature. You'll see.
If you aren’t a member of Civic Mali and want to support the journalism that we do here,
subscribe to First Post and get it deiivered to your inbox every weekday morning.
CA Political
Mexico
Partido Revolucionario Institucional (PRI)
Data-Driven Campaign: General Election 2018
August 2017
ca-political.com
MEXICO I Data-Driven Campaign
About Cambridge Analytica
Cambridge Analytica (CA) Political is a global leader in behaviour change campaigns. We offer a
proven combination of behavioural psychology, data analytics and digital marketing, to drive voters
to the polls and win elections.
In the political space for over 25 years, we have supported more than 100 campaigns across five
continents. Our work ranges from complex political research projects and polling in difficult
environments, to full-scale campaign management for heads of state, prime ministers, political parties
and movements. Clients have access to the behavioural insights of CA’s nationwide target audience
analysis, married to a communications capability which uses cutting-edge data analytics to model,
segment and microtarget the population with personalised messaging.
Behavioural Science
Cutting-edge research to
understand and influence
the underlying motivations
and drivers of human
behaviour.
Targeted tailored
advertising and content
to groups and
individuals with
unprecedented
accuracy.
We are truly global. Working for decades in Asia, Africa, Europe and the Caribbean, we entered the US
market in 2013, and now have offices in London, Washington D.C., New York, Brazil and Mexico. Our
recent track record includes campaigns in Eastern Europe and East Africa, and providing data analytics
and messaging support to candidates for the presidency, senate and congress in the U.S. last year. We
played a pivotal role in the Trump campaign, managing a large-scale digital communications campaign
which helped win the race for the White House through targeted messaging to swing seats.
CA offers clients a fully end-to-end campaign service. We are able to provide support at any stage of a
political campaign and place experts on-the-ground at very short notice. Our staff includes
industry-leading experts in political research, data science, behavioural psychology, Journalism and
communications. Among them are PhDs from the world’s top universities and dozens of nationalities.
While winning elections is our expertise, our core competencies extend to supporting governments
and political parties in all aspects of national and international reputation management, PR and
media handling. Behavioural change campaigns include programmes on health and development,
social reform, homeland security, crime, attracting foreign direct investment, promoting tourism and
perception management.
CA
1
MEXICO I Data-Driven Campaign
Contents
Introduction 3
Executive Summary 4
Component 1 - National Situational Analysis 5
Component 2 - National Data Infrastructure Project 9
Component 3 - General Election 2018 12
Phase 1: Behavioural Research 13
Phase 2: Data Analytics 15
Phase 3: Communications Strategy 16
Phase 4: Campaign Delivery 17
Component 4 - Adelante Campaign 28
Component 5 - Anti-Lopez Obrador Campaign 29
Proposal Summary 30
Appendix A: Indicative Project Timeline 31
Appendix B: Indicative Project Budget 32
CA
MEXICO I Data-Driven Campaign
CA
3
MEXICO I Data-Driven Campaign
Introduction
Mexicans have much to be proud of. Testament to its rich history and civiiisation, the country is home
to the greatest number of UNESCO Worid Heritage Sites in the Americas. From footbaii to fiim, music to
food, the country’s contribution to giobai cuiture remains profound. As the worid’s most popuious
Spanish speaking country, it has a triiiion-doiiar economy which many anaiysts predict wiii become one
of the worid’s five biggest by 2050.
But today, Mexico is going through one of the darkest periods in its modern history, in 2014 it had
the third highest number of civiiians kiiied in internai conflict after Syria and iraq, primariiy due to the
bioody fight against drug trafficking, which has ieft over 200,000 peopie dead or missing since the turn
of the miiiennium. Endemic corruption is estimated to be costing the country anywhere between 2 to 10
percent of its GDP annuaiiy at a time when poverty remains widespread. Peopie’s concerns about
crime, corruption and unempioyment are at an aii-time high, and there is an appetite for radicai change.
A Party under Threat
Much of this has been attributed to the governing Partido Revoiucionario institucionai (PRi), a party with
which Mexico’s modern history is intertwined. The PRi ruied in a one-party system from 1929-2000, but
its comeback under President Enrique Pena Nieto in 2012 after two terms of PAN government has
been more than chaiienging. Under Nieto, the peso piummeted to its iowest vaiue since the 1994
Tequiia Crisis, and his approach to the drug war is said to have caused a record number of murders
across the country. This not only left Nieto with the lowest approval rating of any President in
Mexican history, but further catalysed an overall decline of trust in the entire political establishment
- with voter confidence in aii poiiticai parties faiiing from 80% in 2012 to 61% in 2015.
CA
4
MEXICO I Data-Driven Campaign
All this has come at the gain of Andres Manuel Lopez Obrador, the ‘anti-establishment’ candidate in
the forthcoming elections. Obrador recently separated from the PRD to form the MORENA (National
Regeneration Movement) party, vowing to fight corruption and urging people to ‘try something new’.
His tenure as Mayor of Mexico City was widely applauded (an 80% approval rating) for its focus on
social services and public infrastructure. He narrowly missed out in a bid to be President in 2006 (by
0.5%) but is currently ahead in the polls for the 2018 General Election. Obrador will seek to stir, own
and leverage the pervading anti-Trump nationalism in Mexico, using the alleged mistreatment of
Mexico in the NAFTA negotiations to reinforce his ‘Mexico-First’ narrative.
Bouncing Back
Such widespread disillusionment with the current government - coupled with the resurgence of
Obrador - warrants urgent intervention on behalf of the PRI. And there is still the time to make a
difference. To reverse the current trend, a robust understanding of the electorate is much needed, as is
an equally robust strategy to communicate with them in accordance with contemporary attitudes,
grievances and motivations that are unique to 21st century digital Mexico.
‘Surprise’ electoral successes from Trump to Modi and beyond can be attributed to the power of this
research-oriented, data-driven approach. This allows for effective digital microtargeting, which is
particularly applicable in the Mexican context where there are more than 110 million smartphone
connections, accounting for over 90% of the population. Mobile ad spending in Mexico is set to
represent almost half of total digital ad spending by 2018, by far the largest level of mobile investment
of any major market in Latin America. Considering this, cutting-edge methods in behaviourai science,
data anaiytics and targeted engagement wiii not oniy be indispensabie, but potentiaiiy decisive in
the 2018 Generai Eiection campaign.
In preparation for the campaign, the PRI will require four things:
• A deeper understanding of the electorate: what is perturbing them? What is drawing them to
Obrador? What will it take to move them to action? What kind of leader do they want/expect?
5
MEXICO I Data-Driven Campaign
• A newly invigorated party leadership, brand identity and vision which captures the imagination
of a dynamic but polarised and disillusioned nation, and offers a new narrative of national pride
and optimism.
• An effective, nimble and highly targeted communications capability that cuts through the noise
and misinformation with coherent, credible and consistent messaging, which reaches
audiences and has a measurable effect on their attitudes and behaviour.
• A powerful and creative counter-campaign strategy to combat Obrador’s growing popularity.
The Path to Success
As world leaders in research and data-driven political communications, CA is unrivalled in developing
and implementing influence and voting behaviour strategies. It was our ability to model, segment and
microtarget the population with personalised messaging which was instrumental in putting President
Trump into the White House, causing the biggest upset in modern U.S. political history.
We achieved this spectacular success against an opposition that spent at record levels. We did it in
less time, with fewer people, and on a much smaller budget. In short, we did it against the odds -
giving us invaluable insight into how we can do the same for the PRI in the coming 10 months. At the
heart of the Trump campaign - and the driving force behind this proposal - was a data infrastructure
that was constantly fed by research, informed by data science, and delivered through targeted digital
marketing. This entire infrastructure was centralised in an Operations Centre that brought all elements
together, delivering a powerful integrated capability that became more honed and cost-effective with
every week of campaigning.
This proposal sets out how CA will give the PRI an equivalent level of operational and technological
support in the bid to win the 2018 General Election.
CA
6
MEXICO I Data-Driven Campaign
Executive Summary
MEXICO I Data-Driven Campaign
Executive Summary
This proposal is segmented into the following components:
1) National Situational Analysis
This section will outline CA’s plan to conduct a comprehensive review of PRI’s existing communications
activity and capability in order to build a clearer picture of the factors that will determine success in the
pan-Mexican context. It will also show how CA will seek to extract maximum value from PRI’s data
assets, leverage third-party data, and use these resources to enable data-driven marketing and
research. This important ‘discovery’ phase will inform all subsequent phases on the path to 2018.
2) National Data Infrastructure Project
This section will outline how CA will apply its extensive experience to design and build an Operations
Centre, equipped with a robust technical and data infrastructure, that can facilitate coordinated team
planning, strategy execution and seamless campaign communications to provide PRI with the capability
to mount powerful, efficient national campaigns.
3) Data-Driven Campaign for 2018 General Election
This section will set out the sequence of steps required to build, launch and implement a robust
national election campaign. Using a combination of data analytics, behavioural science and targeted
communications, CA will determine the key issues, identify target audiences, and develop the most
effective channels of communications in order to re-engage PRI with the electorate, build support and
pave the way to victory in 2018.
4) Adelante Campaign
CA will devise and roll out a national ‘feel good’ campaign - provisionally titled ADELANTE MEXICO -
that will highlight government achievements, reconnect PRI with the population, and reinvigorate
national pride. ADELANTE MEXICO will give ordinary people a voice and provide a platform for them to
talk about the key issues at the heart of Mexicans’ daily life - a reminder that, yes, the Government is
working for them, and life is good. In this way we aim to shift the dialogue between the government
and its citizens from the current top-down bureaucratic messaging, to bottom-up engagement through
individuals and local communities.
5) Anti Lopez Obrador Campaign
Running alongside all other components, CA will undertake a national campaign to address the
growing popularity of Morena leader, Andres Manuel Lopez Obrador (AMLO). CA will conduct a mixture
of desk-based research and focus groups to identify AMLO's weaknesses, and implement a powerful
negative campaign strategy to undermine the populist leader between now and polling day. Using
similar techniques that were employed against Hillary Clinton in the 2016 US Presidential election, CA
will use the research findings to deploy targeted communications across a variety of platforms in order
to maximise exposure and impact.
CA
8
MEXICO I Data-Driven Campaign
Sept 17
Oct 17
Nov 17 • Dec 17
Jan 18
Feb 18
Mar 18
Apr 18
May 18 . Jun 18
2. National Data Infrastructure Project
3. Data-Driven National Campaign
Sept 17 Oct 17
Nov 17 Dec 17 • Jan 18
Feb 18
Maris
Apr 18 May IS
Jun 18
CA
Jul18
Jul 18
General Election 2018
Component 1
National Situational Analysis
MEXICO I Data-Driven Campaign
Component 1
National Situational Analysis
STRATEGIC COMMUNICATIONS REVIEW
CA will begin by conducting a comprehensive review of existing communications activity and capability
in order to build a clearer picture of the factors which will determine success. Many of these factors are
external - the political landscape, media environment, and impact of multiple audiences, agendas and
events. Others are internal - the capacity, structure, processes and funding which govern the
communications function. Taken together, they determine the ability of PRI to communicate coherently,
credibly and consistently to all stakeholders through a wide range of tools and channels.
Over the course of eight weeks, CA will analyse the following factors to build this foundation for
successful engagement:
Internal
• Communications capabiiity - infrastructure, roles, functions, processes, outputs
• Audit of communications products, programmes and work streams - scope, scale, delivery;
strengths and weaknesses
• Assessment of opposition response - rapid rebuttal and crisis communications capability
• Evaluation - measures of performance and effect
External
• Review existing sources of information - polling, media coverage, narrative/political analysis
• Identify key stakeholders - supporters, opponents, influencers and their relationships
• Interviews with subject-matter experts - map the political landscape, identify major drivers
and dynamics of public opinion, review ‘lessons learned’ from previous campaigns
• Analysis of media and social media landscape - key outlets, platforms, channels
Deliverables
A report setting out the initial findings and recommendations, including:
• Key features/drivers of the political landscape and ‘national conversation’
• Assessment of branding, positioning, narratives and messages
• Preliminary audience segmentation
• Research design (qual/quant) and preparation for Target Audience Analysis
• Most effective channels/methods for political messaging
• Communications activities - what’s working/not working, and why
• ‘Quick fix’ observations on internal structure and capability, staffing and effectiveness
11
MEXICO I Data-Driven Campaign
DATA GAP ANALYSIS
Every political or government organisation aspires to have a 360° perspective of their audiences, with
every interaction and communication linked to a single centralised record. Increasingly, the quality of
that data and how it is used are crucial - determining the ability of a government or political party to
identify, reach and engage the population with the right message, at the right time, and in the most
persuasive format.
However, the reality is that most governments and parties suffer from data ‘silos,’ with data assets
spread over multiple locations and systems, making it difficult to use the data effectively. CA’s
behavioural and data scientists are experts in collecting, interpreting and using data to build and
develop a successful analytics-informed strategy. The Data Gap Analysis wiil clarify the data landscape
and act as a foundation for subsequent data enrichment, analysis, modelling and segmentation.
Internal
• Analyse existing database(s) and infrastructure - including access to e.g. the national voter
file, party membership database, other information sources
• Assess data quality against a scorecard - with metrics such as completeness (how many
entries are missing), timeliness (age of data), validity and usefulness
• Understand where gaps exist - between current and required data, and define data needs
External
• Identify 3'''' party data - to fill the gaps, enrich the database and begin the process of
segmenting and modeiing the voter base
• Highlight potential challenges - with regards to data regulatory compliance, data availability
and processing (for example, ability to perform natural language processing)
CA will conduct the Data Gap Analysis in four stages:
Our Data Landscape Analysis Framework
Know how
to use
Data outside your
Data inside your
organisation that you
organisation that you
know how to use
know how to use
Outside of
Inside of
organisation
organisation
Data outside of your
Data inside your
organisation that you
organisation that you
don't know how to use
don’t know how to use
Don’t know
how to use
Data Landscape Assessment
The data landscape assessment provides an
understanding of key data assets and
infrastructure both inside and outside your
organisation, e.g. the national voter file, party
membership database and public census
data. Our methodology is:
1. Conduct interviews with stakeholders
and data owners/stewards to
understand available data assets,
limitations and usage requirements
2. Review of third-party and public
datasets that are applicable to your
organisation and objectives
3. Plot identified data assets on our Data
Landscape Analysis framework
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MEXICO I Data-Driven Campaign
Data Quality Analysis
Framework
Completeness
Validity
Integrity
Consistency
Dupiicates
Timeiiness
Data Quality Assessment
In our assessment we evaluate data quality against a scorecard
consisting of six metrics:
Completeness - what data is missing?
Validity - is the data within the correct domain/range?
Integrity - are all relationships between datasets upheld?
Consistency - what data gives conflicting information?
Duplicates - is there repeated data (e.g. duplicated
customers/orders)?
Timeliness - is the data generated/presented at the scheduled
time, and is this documented?
Identifying Data Gaps
Identify Data Gaps
Given your objectives and our knowledge of
political environments and data empowered
campaigns, we will work with you to define
the “target data situation”. This includes the
data, systems, tools, processes and skills
required to have a data empowered
campaign.
Using this knowledge, we will identify data
gaps, determine what actions are needed to
achieve the data target and make
recommendations.
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MEXICO I Data-Driven Campaign
Data Recommendations
Download,
process, store
Know how
to use
Outside of
organisation
Modelling and
Segmentation
Analyse
with natural
language
processing
A
Inside of
organisation
Consumer
purchasing trends
Social media
posts / tweets
Don’t know
how to use
Data Recommendations
From the identification of data gaps, potentiai
chaiienges can be highiighted, such as:
• Third-party data that needs to be
purchased
• Pubiic data that needs to be acquired
• Changes to existing processes,
systems or toois to provide the
necessary data or improve data quaiity
• Reguiatory compiiance chaiienges
• infrastructure requirements
This provides a set of detaiied
recommendations to fiii the gaps, enrich the
database, and begin the process of
segmenting and modeiiing the voter base.
Deliverables
A plan detailing how to extract maximum value from your data assets, leverage third-party data,
and use these resources to enable data-driven marketing and research, including:
• Gap analysis, a view of current data, target data, and the gap to be filled
• Plan for integration of current data infrastructure, hygiene, ordering and analysis
• Initial insights, segmentation and modelling of target audience groups
• Viability of online targeted engagement and digital marketing as part of campaign strategy
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MEXICO I Data-Driven Campaign
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MEXICO I Data-Driven Campaign
Component 2
National Data Infrastructure Project
Organisation and structure are the keys to eiectorai success. A campaign is a compiex meshing of
moving parts and paraiiei programmes which need to be properiy coordinated and sequenced if they
are to have the intended effect. A nationai campaign of this size wiii need to gather a huge amount of
information from muitipie sources, make sense of it and generate a wide range of outputs aimed at
muitipie audiences, aii designed to propei the campaign forward in a constantiy changing environment.
To achieve victory, PRI must have the necessary infrastructure to ensure synergy between aii aspects
of the campaign, from research and anaiysis to strategic pianning and Get Out The Vote (GOTV).
Operations Centre
To do this effectiveiy, we wiii need to bring together aii the core campaign eiements under one roof, in
a nationai Operations Centre. This wiii act as the nerve centre for campaign coordination and pianning
for the nationai campaign throughout 2017 and 2018. More importantiy, it wiii serve as the strategic hub
of PRi’s eiectorai campaign machine for years to come, constantiy evoiving and innovating to meet
future chaiienges.
Across many countries, CA has extensive experience designing and managing the infrastructure of
poiiticai organisations and campaign teams, buiiding capacity and deiivering soiutions and advice on
the recruitment, training and operationai processes necessary to achieve eiectorai success. The
Situationai Anaiysis wiii inciude a thorough review of the management structure, information systems,
human resource capabiiities and IT capacity of PRI. Based on this, CA will apply its extensive
experience to design and build an Operations Centre that can facilitate coordinated team planning,
strategy execution and seamless campaign communications to provide PRI with the capability to mount
powerful, efficient national campaigns.
CA can advise on recruitment and devise job descriptions, organigrams and process flows to support
the team that will drive the majority of the party’s work from inside the Operations Centre. We can
assess the office space and design floor plans to accommodate the technical and physical
infrastructure. CA will also outline and purchase all equipment required to prepare the Operations
Centre for daily use and utilise existing PRI hardware wherever possible. Installation of physical
infrastructure will include purchasing and installing all IT equipment (computer stations, routers,
monitors, data cabinet, server and backup servers, etc.) and media suite equipment, if required.
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MEXICO I Data-Driven Campaign
Data Infrastructure
Information is the iifebiood of any campaign. At the heart of the Operations Centre wiii sit a centrai
repository of information on the eiectorate and party supporters nationwide - a digitai framework
capabie of hoiding huge quantities of data, fiexibie in size and structure so that it can meet PRi’s needs
iong into the future. This database wiii be enriched with third party data and constantiy updated with
new research resuits and behaviourai insights, feeding the predictive modeis which enabie us to
design microtargeted communications strategies.
Creating this data infrastructure is no smaii task and requires a hoiistic approach beyond just the data
that resides within. Our proven Data Infrastructure methodology covers the four lenses through which a
successful implementation is created and run. These are People, Process, Technology and Data.
People
A key part of creating and running successful data infrastructure is the people, in particular those who
develop, operate and use it.
• Developers - This includes systems engineers, software engineers, data engineers and
web/UX developers. These work as a team to create and tailor software to meet the
requirements as identified by the Situational Analysis and new requirements created through
the campaign.
• Operations - Data engineers and data scientists hoover up data from various sources (e.g.
party websites, mobile apps, Facebook, Twitter), build models, segment the audience and
provide insights.
• Users - Understanding who the end users are, the information they submit, their location and
usage patterns informs developers and operations what is needed for a successful campaign.
Process
Every time someone signs up on the PRI website, or speaks to a local activist, their details will
automatically be recorded in the database and can be used to target mobile and web advertising,
phone canvassing or local campaigning efforts. The processes that capture this data, perform analysis
and share results need to be defined, executed and managed so the gears of the data infrastructure
continue to turn. Key processes include:
• Data collection, ingestion and processing.
• Generating key performance indicators (KPIs).
• Sharing scorecards and dashboards.
• Master data management.
Technology
Using the latest and greatest big data technologies, the Data Infrastructure will be capable of dealing
with many concurrent users, enabling rapid integration of new data from those in the field and
answering key questions.
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MEXICO I Data-Driven Campaign
(D
C
X
IIJ
y
Staff Remote Access
Data Gathering Apps
Client Access
Internet
Fig 1: Example network infrastructure illustrating how both local and remote staff can receive real-time information
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MEXICO I Data-Driven Campaign
(: 2 )
Digital Marketing Platform
Online Ad
Search
Email
Website
Targeting
(RLSA)
Triggers
Landing Pages
Fig 2: Our DMP will combine data from cookies, websites, emaiis and many other sources
Data
The true power of data comes from combining datasets from different sources in a single location,
which enables our data scientists to extract groundbreaking insights and shift the balance in your
favour. These data scientists are skilled and experienced in statistics, programming and machine
learning, using these to exploit the four V’s of Big Data:
• Volume - the population of Mexico is large and would challenge typical methodologies; our
data scientists come from fields such as astrophysics where they have experience of making
sense of trillions of data points.
• Variety - many different forms of data are created during a campaign, such as Facebook posts,
tweets, survey responses and polls; we are experienced in all of these, how they can be fused
together and become more than the sum of parts.
• Velocity - during a national campaign the stream of information is constant and unrelenting; we
are prepared for this and know how to make sense of it rapidly and accurately.
• Veracity - data isn’t always certain, for example there may be biases in survey responses or
polls may be skewed by external factors; identifying and understanding these challenges
keeps us one step ahead.
At the end of this process, PRI will have a web-based data reservoir that can be updated and accessed
at any time to help plan strategy, direct local campaigning, and plan interactions with supporters.
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Staff Security Radio Print Advertising TV & Video
MEXICO I Data-Driven Campaign
Indicative Internai Layout of an OpCentre
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Constituency Research Evaluation Strategy & Digital Media Media
Liaison Planning Monitoring Monitoring Relations
MEXICO I Data-Driven Campaign
Components of an OpCentre
Control
Room
Control
A physical location for the Client team to issue instructions, and to receive
reports and briefings from the Operations Director, who is responsible for
overall campaign direction and delivery. Due to the volume and sensitivity of
information it is often the most secure part of the OpCentre, with strictly
controlled access and enhanced physical security measures in place.
Inputs
Research
Designs, develops and coordinates all research requirements, capturing voter
attitudes, psychological and social insights for targeted voter engagement. This
ranges from CA’s proprietary Target Audience Analysis (TAA), combining
qualitative and quantitative research methods, to ongoing top-up and tracker
polls.
Media
Monitoring
Continuously monitors relevant media feeds from international, national and local
broadcasters, as well as relevant print material, to provide a comprehensive
analysis of breaking news, key issues and narratives, which can be updated
hourly or daily.
Digital
Monitoring
Monitors the internet, including social networking sites, knowledge databases,
blogs, community chat rooms and emergent social and exchange forums;
examines content, theme and narrative and conducts analysis of the social
network underpinning those factors.
Constituency
Liaison
Receives direct reports from branch units and constituency seats, including
operational and communications requirements, anecdotal feedback; coordinates
party membership data collection.
Strategy &
Planning
Develops branding, positioning and messaging; designs programme architecture
(e.g. advertising, public relations, digital engagement, community outreach,
rallies/roadshows) to maximise reach and impact; plans campaign content and
operational tempo from initial research through to GOTV.
Evaluation
Collects data before and after any campaign to assess its likely progress and
ultimate outcome; monitors key metrics during the campaign to provide feedback
about the success of individual elements and processes; advises on campaign
effectiveness and recommended improvements.
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MEXICO I Data-Driven Campaign
Outputs
Creative
Translates the strategic drivers of a campaign into tactical deliverables, aligning
all interventions to the specific target audiences in all aspects.
Media
Relations
Generates positive news and editorial coverage across TV, radio and print media
(domestic, national and international) to shape the ‘national conversation’, build
credibility and frame the key issues; including press releases, news conferences,
articles, interviews, speech-writing, rapid rebuttal capability etc.
Social Media
Engagement
Exploits online voter engagement and community building to amplify traditional
public awareness campaigns, targeting and mobilising new audiences;
production and management of website and online campaigns.
TV, Radio &
Print
Production
Performs all tasks related to broadcast-based output, including production of
finished films for broadcast, preparing footage for news TV, YouTube and other
digital media video outlets; production of radio drama; production of all printed
media, encompassing pamphlets, handbooks, flyers and posters.
Advertising
Controls the OpCentre’s media purchasing, buying space on television, radio,
print media and outdoor (poster/billboard) to ensure that a campaign’s media
output receives maximum possible exposure.
Digital
Marketing
Designs and manages a cross-platform digital marketing campaign to grow
social media audiences, cultivate and engage a base of supporters, collect email
addresses to facilitate additional means of communication with supporters, and
mobilise supporters to attend events and volunteers.
Rallies &
Events
Manages all events related to the campaign, including logistics, content, design
and staging of live performance, roadshows, rallies, special events and public
appearances.
Counter
Operations
Analyses opposition strategy, tactics and methods; counters attacks on the
candidate and develops negative campaigns designed to keep opposition on
the defensive.
Coalition
Building
Cultivates and maintains relationships with external organizations and groups
that could be favourable to the campaign; builds a coalition of support and
generates positive third party endorsement.
Support
Services
In addition to the units actively engaged in managing and executing campaigns,
an effective OpCentre will also be well supplied with ancillary units providing
practical support. These would include administrative and secretarial functions,
financial controllers, logistics capabilities and of course security.
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MEXICO I Data-Driven Campaign
Mobile App
All our research and operational services will be made available at the press of a finger via a
tailor-made mobile phone application;
Field Operations OpCentre
Mobile App
Organisation Status
Under this module one can see members’ requirement vs. availability at each jurisdiction level (District,
State, Congress and Polling Station). It will also provide details about primary and active members
within the party organisation, including contact details and a brief biography, thus helping with
management and reporting of the party’s human resources.
Profile and Statistics
This module displays reports at different Jurisdiction levels. These reports are based on a combination
of qualitative and quantitative field research and psephological/historical analysis. Included are
research, analysis of previous polling behaviour, political intelligence on party members as well as rival
members status, the principal social and political issues, voting intention etc.
Poll Management
When voting commences, this module will allow party officials to be informed of the atmosphere on the
ground at each booth and provide real-time feedback to those managing the entire operation.
Information on booths will be filtered, collated and relayed through to the Party Election Controller who
will use it to provide feedback and instructions. These reports will then be cross-referenced with media,
legal, historical and behavioural information.
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MEXICO I Data-Driven Campaign
Media on Mobile
This module will give users access to the in-depth monitoring and analysis of all broadcast, print and
social media monitored by the OpCentre. This will track the party’s progress in setting and reacting to
local and national media trends and allow those on the ground to respond accordingly.
Communication
Through this module party workers and officials will be able to communicate and respond effectively to
news, trends and the political activities of both party supporters and rivals in an ever-changing political
climate. As well as providing information from data analysis, the module doubles as an avenue for
collecting information from party workers and supporters.
Projection
This module will display evolving forecasts for outcomes at every level of the election. These forecasts
are the end product of a combined analysis of polling and information collected ‘on the ground’. Party
workers and officials can scroll booth-by-booth, district-by-district, and so on, to predict who is going to
win in each area. This will also identify key districts/booth areas requiring extra resource, and a map of
the areas in which these resources can be spared.
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MEXICO I Data-Driven Campaign
Component 3
General Election 2018: National Campaign
MEXICO I Data-Driven Campaign
Component 3
General Election 2018: National Campaign
By October 2017, CA will have conducted a comprehensive review of PRI’s existing communications
activity and capability in order to build a clear picture of the factors that will determine success in the
pan-Mexican context. Simultaneously, we will also have completed a Data Gap Analysis, designed to
extract maximum value from your data assets, leverage third-party data, and use these resources to
enable data-driven marketing and research.
This important ‘discovery’ phase will allow CA to begin building and developing a robust technical and
data infrastructure which will be in constant development and deployment between the end of 2017
until election day in 2018. This will be housed in a purpose-built Operations Centre that will facilitate
coordinated team planning, strategy execution and seamless campaign communications. The National
Data Infrastructure Project will provide PRI with the capability to mount a powerful and efficient national
campaign.
Insights from the National Situational Analysis will also determine the scope and nature of Behavioural
Research needed for the National Campaign, as well as prepare the existing data for analytics and
predictive modelling of ‘actionable’ groups within the population. With this information, PRI can go on to
develop a strategic communications plan for engaging the electorate, tailored to the issues and
concerns of each target audience and costed in detail. Finally, during the campaign implementation
CA will focus on ongoing research and polling, data analytics and digital marketing. The chart below
shows the interconnectedness of each component:
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MEXICO I Data-Driven Campaign
Campaign Methodology
The campaign methodology is described in detail in the following pages. In summary, its progression is
depicted in the diagram below:
Behavioural
Research
>
Data Analytics &
Modelling
>
Communications
Strategy
>
Campaign
Delivery
J
1
3
1
To map the drivers and
To enrich existing data.
To engage and w/in
To implement the
dynamics of popuiar
and segment and modei
support through
strategy and deliver a
sentiment
the population
persuasive messaging
winning campaign
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MEXICO I Data-Driven Campaign
Phase 1 - Behavioural Research
Using our proprietary Target Audience Anaiysis (TAA), CA wiii provide an in-depth understanding of the
eiectorate and the underiying motivationai drivers, psychoiogicai and socioiogicai, that influence the
behaviour of groups within it. By conducting a mixture of quaiitative and quantitative research, the TAA
wiii offer a unique insight into the Mexican popuiation, inciuding:
• Providing an in-depth picture of the issues, opinions, motivations and narratives that influence
attitudes and behaviours among the popuiation
• Understanding the dynamics of sociai change, pubiic opinion, and attitudinai and behaviourai
responses to poiiticai parties and candidates
• Deveioping iocaiised strategic insights to connect with the popuiation at a regionai ievei with
the right message, at the right time, and in the most persuasive way.
The programme wiii inciude the foiiowing sequentiai components:
Qualitative Research: Speaking directiy with peopie from across the sociopoiiticai spectrum provides a
bottom-up view of the issues and considerations cruciai to eiectorai success. CA wiii conduct a series
of focus groups to ensure accurate representation across age, gender, income/education, geographic
iocation, and poiiticai partisanship.
The resuit of this phase wiii be a detaiied assessment of the key dimensions that are iikeiy to influence
support of PRi, cutting across specific sociai, economic and poiiticai issues, as weii as broader
emotions, attitudes and opinions that wiii aiso influence behaviour.
CA wiii deveiop a robust strategy to ensure that the sampie is vaiid and the exercise generates reai
insight to inform strategic and tacticai communications, as weii as inform the quantitative survey. These
discussions wiii identify current perceptions and dominant views of PRi across Mexico, the roie/impact
of the candidates, and ideas/expectations for the future.
CA aiready has a head start on the TAA, having undertaken a poiiticai ‘brand perception study’ across
three iocations in June 2017. A totai of 36 focus groups were conducted in both PRi and PAN
stronghoid states, and parties were assigned a rank order in terms of their ieadership, attributes and
popuiarity. As a top up to the candidate preference research conducted in June, CA wiii provide a
refresh to these insights using the current front running candidates and any other individuais that the
PRI deem useful.
Quantitative Research: Following the qualitative phase, we will use the insights gained to design and
execute a detailed quantitative survey. Data collection will take place using a face-to-face/online
methodology, though we may supplement this with telephone interviews to ensure representation and
limit unnecessary costs. Using a sample size to be determined during the National Situational Analysis,
the quantitative questionnaire will cover all aspects of awareness and perceptions of government,
parties and politicians, key issues and attitudes that influence behaviour, as well as any other content
that will be needed to support a detailed communications strategy.
The quantitative survey will enable us to segment the population into distinct groups based on shared
characteristics, views and motivating factors, and provide insights into:
• The relative importance of local vs national issues - which counts for most, and why
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MEXICO I Data-Driven Campaign
• Support for parties and politicians - relative credibility and emotional appeal
• Perceptions of government performance - including key areas of vulnerability
• Key influencers and population segments - what it will take to change mindsets
CA will provide overall strategic direction and project management. Using a trusted local research
partner to conduct the fieldwork, CA will take the lead in training enumerators in scientific techniques
for data collection, and oversee logistics and data quality once data collection is underway. CAwill be
responsible for ensuring that the project is delivered on time and within budget. CA’s London-based
data analysts will monitor data on an ongoing basis as it is collected, for the purposes of analysing
survey results and for quality assurance.
Analysis and Reporting: This data is then analysed by our in-house team of data and behavioural
scientists to define Target Audience Profiles (TAPs), which are descriptions of population segments that
can be grouped together based on shared characteristics. Several factors are considered when
carrying out this assessment:
o Narrative parameters examine the explicit and implicit themes that frame an audience’s
perception of its circumstances. An exploration of Key Influencers, for example, would involve
measuring the types of people that influence decision-making, such as family members,
religious leaders or teachers.
o Behavioural parameters measure the factors that drive and constrain audience actions. These
parameters outline the consequences that audience members expect will result from their
actions. Locus of Control, for instance, measures whether voters believe that they control their
own destiny or if social structures constrain their lives.
o Identity parameters measure attributes of self-identity and the circumstances that define target
groups. This set of considerations, including types of self-identity such as Normative Affiliation,
measure how people define themselves and which aspects of this identity are most salient
when attempting to influence their attitudes and behaviour.
o Communications parameters identify the ways in which an audience digests new information
in its decision processes. This includes measuring Channel Exposure (which media sources
they engage with) and Channel Credibility (the types of sources they trust).
In most cases, this results in the definition of 4-8 target audiences, which will be described in detail in
the TAA report and presentation. Each of these profiles will outline the views and motivating factors
driving behaviour amongst group members, and will also outline the messaging strategies most likely
to be effective in influencing them to change their behaviours. The TAA will provide actionable insights
that can form a robust framework for the development of detailed communications, engagement and
mobilisation strategies that resonate with the population’s concerns, aspirations and political
preferences.
Deliverables
• An in-depth picture of public opinion across the Mexican electorate on a range of issues,
identifying the views/motivational drivers of key target audiences within it
• A report and in-depth presentation summarising the main findings
• A reporting ‘dashboard’ allowing users to interact with the data and draw out useable insights
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MEXICO I Data-Driven Campaign
Phase 2 - Data Analytics
CA’s advanced data analytics and predictive modelling techniques will help PRI to discover hidden
patterns and connections that define ‘actionable’ groups within the population - that is, groups who
share similar characteristics/predispositions that we can target accordingly. This process will follow a
three phase approach;
Enrichment
CA’s team of data scientists and engineers will build a new, integrated and enriched database which
pulls together into a single environment:
• All current data assets identified by the Data Gap Analysis in Phase 1
• Additional third party (consumer/lifestyle) data to fill gaps identified in Phase 1
• New data gathered from the behavioural research programme in Phase 2
Analysis
CA’s data scientists will transform data into insight by analysing and visualising the cleaned and
enriched data to identify patterns and build an understanding of influencing factors.
Modelling & Segmentation
Armed with a detailed understanding of the challenges and a rich pool of data, CA’s data scientists will
create a set of propensity models that segment the population into actionable groups based on traits
found to be significant from our research.
Your Data
3rd Party Data
(if applicable)
Research
\
Custom Audience Analysis
/
>
Deliverables
• Data Integration Report: upon completion of integrating your datafile, CA will provide a report
outlining the results of the process and insights
• Research & Audience Report: including a bottom-up view of key issues, with guidance on the
relative importance of each issue to guide communications strategy
• Segmented Audience List: an integrated database of key audiences, enabling the ability to
search for and segment groups as required for effective targeted messaging.
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MEXICO I Data-Driven Campaign
Phase 3 - Communications Strategy
Following the completion of these workstreams, PRI will have a complete dataset on the Mexican
electorate, and all the information required to develop a strategic communications plan for engaging
them, tailored to the issues and concerns of each target audience and costed in detail.
The communications strategy will highlight topics, policies and media channels that are best suited to
resonate with different audience groups and segments of society. It will enable PRI to place the right
message in front of the right people, in the most effective way - in pursuit of electoral success in 2018
and beyond. While it is not possible to specify the scope, duration and roll-out of the communications
strategy in advance of the work process laid out in this document, we know from experience that it will
include the following key elements:
Strategic Intent
We translate behavioural insight into winning strategy - developing branding, positioning, messaging
and creative which captures the public imagination and delivers a clear advantage.
Policy and Manifesto Guidance
Our political analysts can guide policy formulation and manifesto development, using the results of our
research to create documents and platforms that appeal to key groups.
Programme Architecture
We design the most powerful and cost-effective mix of programme elements - from advertising, public
relations and digital engagement to community outreach, rallies and roadshows - to generate
unstoppable momentum in the campaign race.
Campaign Roadmap
We plan the content and operational tempo of the campaign from initial research through to voter
mobilisation - around key events/milestones, the demands of the media cycle and continuous tracking
of voter dynamics and motivation.
Counter Operations
Our strategic planning includes an analysis of opposition strategy/tactics and methods for both attack
and defence, keeping PRI on the front foot throughout the course of the campaign.
Infrastructure and Management
Strategy counts for nothing without organisation. We advise on everything from party organisation,
structure and process to voter ID, database management and security - managing resource, logistics
and budget.
Deliverables
• Integrated Communications Strategy: summarising all tools, products, channels and
infrastructure required to target, engage and persuade target audiences
• Campaign Roadmap: setting out key programme elements, timeline and budget
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MEXICO I Data-Driven Campaign
Phase 4 - Campaign Delivery
There are multiple elements to any given campaign. PRI has a sophisticated party infrastructure, honed
through several decades of electoral activity. Its campaigning capability is among the world’s best and
it is already well placed to implement all conventional aspects of the 2018 campaign.
But there are three critical aspects of campaign implementation where PRI must have a special edge,
and where CA can play a decisive role, as it did in the Trump campaign: Monitoring, Modeiiing and
Marketing.
MONITORiNG - Research and Poiiing
CA will poll voters in swing states on an ongoing basis to monitor the campaign’s progress in real time.
We will deliver daily reports throughout the final months of the campaign, using fresh data to track the
shifting perceptions of voters. We can poll thousands of people per week in each state, gaining
valuable insights to inform marketing strategy. The research will enable us to assess state-by-state
reactions to any political event, and to understand any unexpected shifts in voting intention.
Real-time monitoring delivers accurate, up-to-date information on key audiences, enabling targeted
communication which is far more effective and cost-efficient than traditional marketing.
During the US elections CA polled c180,000 individuals across 17 battleground states, online and by
telephone. This information allowed us to speak to voters in a way they would understand and respond
strongly to.
MODELLING - Data Analytics and Segmentation
Data science allows us to predict how voters will think and behave, so you can target the right people
and convert them to supporters.
Every time we poll an individual, we match their information with existing data from our database.
Analysing everything from their voting history to the car they drive, we can identify personality traits
and behaviours that correlate with voting decisions. These models will allow us to predict the way
individuals would vote - even if we don’t know about their political beliefs. Using these insights, we will
place voters into different categories and determine the best way to influence them through marketing.
Crucially, we will also identify which voters are likely to support PRI.
During the US election, we built 20 custom data models that could be used to forecast voter behaviour,
leveraging CA’s data science and predictive analytics expertise.
MARKETING - Digital Microtargeting
This will be the biggest and most critical component of the 2018 General Election campaign. Our digital
marketing effort will be a large-scale operation with a substantial advertising budget. We will meet
multiple needs across the campaign, including fundraising, persuasion, supporter activation, and Get
Out The Vote initiatives. Collaborating with multiple ad tech partners, we will use our well established
data infrastructure to target voters that could be influenced in the most meaningful way. For example, if
they care about healthcare, targeted adverts will direct them to websites explaining PRI’s position on
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MEXICO I Data-Driven Campaign
related issues. The marketing operation will utilise a number of platforms, including social media,
search engine advertising, and YouTube. As well as influencing voter intention, it will inspire people to
take specific actions.
Using these methods in the US elections meant that donations increased, event turnouts grew, and
inactive voters who favoured Trump were motivated to Get Out The Vote on election day.
END-TO-END CYCLE WITH CONSTANT FEEDBACK
The diagram below illustrates how these elements form a cycle in which the campaign machine is a)
constantly being fed with new research and polling data; b) analysing it against our predictive models
to extract behavioural insights; c) segmenting the population into different ‘actionable’ groups with
similar characteristics, attitudes and voting preferences; and d) microtargeting each group with highly
persuasive digital messaging on multiple platforms to maximise impact and spend efficiency.
All of this learning is fed constantly back into the research and modelling programme to produce
increasingly accurate and effective messages right up until the final stages of the campaign.
Analysis and
modelling
Research /
Polling
tr
O
Dashboard /
Strategy
f
a o
Digital
Outreach
Segment
development
PERFORMANCE DASHBOARD
The dashboard itself is an integral feature of campaign management. As a digital interface that
aggregates and visualises data from various sources, it will allow the PRI to monitor its campaign
performance by displaying historical trends, actionable data and real-time information. The illustration
below shows how voter behaviour based on gender, geography and psychology can be monitored
simultaneously, providing the campaign team with real-time performance indicators on digital outreach,
message cut-through and resource allocation.
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MEXICO I Data-Driven Campaign
Persuasion targets
Loss-leaders
Loyalty focus
COMPONENTS OF DIGITAL MARKETING
CA will leverage multiple proven ad units to deliver our messaging across desktop, mobile, tablet, and
connected TV devices. The advertising strategy will incorporate full cross-device placement in order to
meet PRI audiences wherever they are. Each device on which a voter interacts requires an experience
unique to that device and activity, and our close collaboration between media strategy and content
ensures that we are providing optimum experiences for each user and an effective allocation of spend.
Digital marketing is a complex, multifaceted exercise that involves multiple advert types, inventory
sources and strategic approaches. Some of these are listed below.
Strategic Marketing Objectives:
Name iD and Branding - Maintains a strong, positive online presence for individuals seeking
information about PRI and its policies and promote the PRI brand especially to those that seem
disillusioned by it.
Persuasion - Delivers persuasive messaging to priority segments of the electorate to win their
interest and trust, aligning with the data and behavioral science teams to identify target
audiences and support strategic goals.
Mobilisation - Energises your audiences and remind them of critical deadlines, deals and
support opportunities, while providing them with the resources to get involved and recruit
others.
List Building - Grows the roster of individuals that have expressed an interest in staying
connected with the party. This contact list is the backbone of remarketing efforts, growing your
current audience and your fundraising operation.
Fundraising - Connects with donors online and give them the opportunity to donate to the
party and campaign.
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MEXICO I Data-Driven Campaign
Advert Types:
Video - Short and long form video is one of the internet’s most compelling mediums through
which to tell stories and deliver messages. Our video advertising consists of 15, 30, and 60+
second spots delivered on high quality inventory.
Display - The cost-effectiveness of display advertising makes it an efficient way to increase
brand recognition and maximise the touch points we have with online users.
Social Posts - Social platforms are key mediums to facilitate personal contact with voters
through channels that consume a large amount of their time online.
High Impact - Premium high-impact ad units remain one of the most effective ways to create a
standout ad experience by commanding attention in a visually pleasing way with engaging
interaction opportunities.
Native - Online audiences require increasingly sophisticated and relevant content to warrant
their attention. Native advertising provides a way to engage users in a personal, substantive
way while promoting the content we want them to consume.
Search Ads - Search engine marketing is an important way to reach individuals during
moments of research and decision.
Audio - Digital radio is a powerful medium to capture audience attention and deliver streaming
audio advertising while still utilising precise digital targeting.
Inventory Sources:
We carefully choose the inventory on which our advertising is displayed. Our inventory sourcing
methodologies include the following:
Publishers - Certain types of media buys require inventory that can only be accessed through
our direct publisher relationships. These connections give us the ability to tailor media plans
that best deliver on the objectives of the campaign.
Social Networks - Social platforms continue to be a thriving centre of time spent online and are
a powerful tool to reach individuals in a place they are consuming content.
RTB Platforms - Programmatic DSP’s provide the ability to access inventory from scores of
sites across the internet through automated real-time bidding technologies. This allows our
advertising to be seen on quality inventory at an efficient price point, and facilitates the ability
to execute and optimise the party’s media buys around the clock.
Search Engines - Search campaigns give us unique access to individuals that are actively
seeking out information. Our search engine marketing gives our clients the ability to connect
with these individuals in their need-to-know moment.
Ad Networks - Ad networks are a valuable tool due to their vast online footprint of owned and
operated properties and the inventory control that they exert. We have vetted select networks
that we include in our targeted buys.
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MEXICO I Data-Driven Campaign
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MEXICO I Data-Driven Campaign
Component 4
Adelante Campaign
The current situation in Mexico presents the ruiing government party with a worrying diiemma. The PRi
has oniy a 12% approvai rating. Poiiticians and government are viewed as corrupt and seif-serving,
unabie to deiiver positive benefits for citizens, despite a iong time - 80 years - hoping and waiting for
resuits. Corruption in poiitics is the number one issue for the disgruntied pubiic. The majority of the
popuiace, inciuding soiid PRI supporters, have iost trust in poiitics and poiiticians’ abiiity or wiiiingness
to heip them thrive and prosper.
The Problem
Citizens see the country as facing significant chaiienges - poiiticaiiy, economicaiiy, cuituraiiy. Many
beiieve that these chaiienges are not being addressed by the current administration, it appears that
Government accompiishments and positive initiatives have not registered with the pubiic, and rightiy or
wrongiy, they do not feel that the Government is working for them. The overwheiming sentiment of
Mexicans is that the poiiticai ciass is eiite, ineffective, corrupt, a distant administration where cronyism
and ciienteiism ruies its heart.
Efforts by the Mexican Government to communicate positive action on the government website
www.aob.mx faii short of the mark. The government website is without doubt as rich in information as a
news website - a portai of facts, iinks, speeches and press reieases, with achievements expressed in
numbers. However, the content is factuai and dry, the narrative seif-promoting rather than
peopie-focused. The news informs the web-visitor, but faiis to connect with him or her. What the
Government communication iacks is the personai stories of individuais who have benefited from major
poiicy initiatives and programmes, toid in their own speech with faces and feeiings. We want them to
taik to us about you.
The Solution
We cannot soive every probiem in Mexican society, though we can change the pubiic perception of
those in power who can, and do. We can reframe the narrative, and re-educate the citizens. We can
remind them of positive changes the Government has brought to their iives, and we wiii get them to teii
us, in their own words, how it happened.
At the core of every story about better iives is a person - a mother, a father, a son, a daughter, their
neighbour, the schooi teacher, the iocai midwife, the parish priest, the doctor, the factory owner, the
construction boss, the iocai car mechanic, the farmer down the road. We need to remind each of these
individuais how an action by Government changed their iife and improved their heaith, their education,
their job prospects, the iocai economy that brought new jobs, in their own viiiage, town or city. In
promoting these key issues at the heart of Mexicans’ daiiy iife, we can remind them that, yes, the
Government is working for them, and iife is good.
Through this approach, the Government wiii shift its diaiogue with citizens away from top-down
bureaucratic administration, ministries, departments and programmes, towards bottom-up engagement,
empowering the person, and local heroes. The individuai wiii come to support you because you have
supported him, and his community. Aii poiitics is iocai after aii.
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MEXICO I Data-Driven Campaign
The Research
The ‘look and feel’ of campaign material will be determined by the output of the National Behavioural
Research phase, described in an earlier section. CA will employ the following steps to help PRI frame
the messages and arguments that will be used to highlight government achievements and enable us to
produce the creative content, messaging, tonality and sequencing of the campaign:
• Qualitative Research - CA will conduct focus group discussions to ask people what they think
of the current government, its policies and initiatives. We will determine which achievements
led to the greatest impact in opinion and behaviour change, in which area and region of
Mexico. We will map the country - by issue and location - so that our data and advertising
technology will allow PRI to target people with tailor-made campaigns crafted to address the
most important issues in each locality.
• Ad / Concept Testing - This will be conducted to test communications concepts. Potential
adverts are tested with segmented groups in order to gauge people’s reactions to initial
advertisement concepts and ideas, and judge the potential persuasion impact.
• Party / Candidate Support Tracking - Pre- and post-polls will be conducted to check
awareness and how the campaign is changing sentiment (opinions of the party/candidate,
likelihood to support, how opinion is changing, ad recognition, etc).
The Campaign: National Pride - The Voice of the People
Adeiante Campaign for the peopie
Government success stories
toid by the peopie.
Our analysis shows that the public distrust the government, yef people are proud to be Mexican. If the
public are disillusioned with government, and have lost faith in the honesty of the media, then the
solution is to play to their increased trust in “word of mouth’’ recommendations and their preference in
obtaining news from social media, by using real people to talk about successes in their community and
country, on their preferred social media platforms.
Currently, Obrador is seeking to stir, own and leverage the pervading anti-Trump nationalism in Mexico,
using the alleged mistreatment of Mexico in the NAFTA negotiations to reinforce his ‘Mexico-First’
narrative. It is an ideologically-driven nationalism, which must be reclaimed by PRI and spun towards a
nationalism based on ‘love for one’s country and community’ rather than on ‘hatred for the enemy’. It is
an opportunity for PRI to redefine and foster a positive, people-led and people-articulated national
pride, allowing the party to be seen as one that puts the country and its people at the heart of its
agenda.
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MEXICO I Data-Driven Campaign
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ADELANTE MEXICO is a campaign for the peopie, told by the peopie, to;
a) iiiustrate the Government’s success stories communicated through video stories, personai
testimonies, VIP endorsements, and community champions.
b) Promote and stimuiate nationai pride in being Mexican, and proud of Mexico.
It is a positive, upiifting, inspiring coiiection of stories of everyday peopie vouching personaiiy for
government-ied improvements in heaithcare, education, economy, empioyment, and tourism. It focuses
on “my family”, “my community” and “my country”. It invokes national pride, and is impossible for the
opposition to attack, as they will be insulting Mexican nationals.
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MEXICO I Data-Driven Campaign
Voice of the people
• Needs to be owned by the people
• Endorsed by the church
• Supported by local family groups and
individuals
Website and social media
• Engaging videos
• Celebrities
• Everyday people
• Content to be shared across all
social channels
Community outreach
• Rally vehicles for rural events
• Take from business leaders and
local success stories
• Sporting tournaments
• Public information films
• Technology workshops
• Concerts
• Outdoor
• Radio
• Press
• Online
• TV
• Grassroots
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MEXICO I Data-Driven Campaign
This is the concept of storytelling, a powerful way to bring dry policy to life. The story of the everyday
hero moving from adversity and suffering, to transformation. The iittie guy turns into a hero (with a iittie
heip from the government). These wiii be engaging video stories, featuring everyday peopie, iocai
ceiebrities, heroes and (non-poiiticai) ViPs. ADELANTE MEXiCO is owned by the peopie, endorsed by
the Church, and supported by iocai famiiy groups and individuais.
ADELANTE MEXICO will result in:
• Undeniably positive PR
• Increased awareness of the achievements of government
• Promotion of a positive brand of Mexico, locally, nationally, regionally and internationally
• The building of a proud-to-be-Mexican nationalist movement
• A positive change in the perception of the government
Policy Focus - Within the ADELANTE MEXICO campaign, we will run mini-campaigns focusing
specifically on policy areas of concern to Mexicans - Healthcare, Education, Development, Jobs, New
business. Infrastructure network - and always contextualising the benefits of government policy within
the local community.
Promoting Healthcare - Better healthcare is a holistic policy that not only benefits health, but also
gives opportunities for medical training, jobs creation, improved education prospects, and well-being
for whole families, etc.
ENJOY THE BENEFITS OF
OAXACA HOSPITAL
Built ToCare
ENJOY THE BENEFITS OF
TABASCO HOSPITAL
Built To Care
Built to Care: Enjoy the Benefits
• Better healthcare
• Jobs
• Education
• Development
• New Business
Promoting Education - Better schools and qualified teachers lead to improved prospects for younger
Mexicans, the continuity of Mexican values in society, higher qualityjobs, elevated skills for employers,
and happier parents.
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MEXICO I Data-Driven Campaign
Promoting Infrastructure - Those new roads that are coming soon to a mountainous hiiiside near you
wiii iead to new business; more jobs to your iocaiity; Jobs for construction workers on the highway;
easier exporting of iocai produce to towns and cities, and greater safety in traveiiing.
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Distribution Channels
Video content wiii be shared across aii social media channels, as well as through radio, press, web, TV
and through outreach to grassroots communities. On-the-ground, in rural locations, we will promote
positive stories featuring local people and local success stories using a Community Outreach
programme of events. On-the-ground, we will organise talks from business leaders in their
communities; sporting tournaments; public information films; tech workshops; music concerts and rally
events. They will be fun, Mexican, and community-building.
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MEXICO I Data-Driven Campaign
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Component 5
Anti-Lopez Obrador Campaign
The biggest beneficiary of the ruiing PRi party’s difficuities is the centre-ieft Movement of Nationai
Regeneration (Morena), ied by the popuiist agitator Andres Manuei Lopez Obrador (known as AMLO),
the former mayor of Mexico City under the PRD and a two-time presidentiai candidate with the same
party.
Morena has managed to position itseif as the party of the ieft, and former PRD supporters, artists,
inteiiectuais and personaiities of civii society have flocked to its ranks. Obrador himseif is the oniy
cieariy identified candidate in the run-up to 2018, and he has been ieading the poiis since March 2016.
Casting himseif as the new ieader of the poiiticai ieft, Obrador’s popuiist message takes aim at the
ruiing eiite and the nation’s rampant corruption, vioience and inequaiity. He has spoken out against
corruption and the neoiiberai programmes of both the PRi and PAN, and denounced the way in which
sectors of the Mexican bourgeoisie and the poiiticai ciass enriched themseives at the expense of
nationai weii-being. Obrador refers to this eiite as the "Mafia of Power" and caiis for ieft unity behind his
party to defeat them in the coming eiections.
Obrador is a formidabie and charismatic opponent, abie to connect with peopie and particuiariy good
at reaching and inspiring the young. He can point to a track record as mayor of Mexico City in which he
deiivered on many of his promises, such as cutting the saiaries of high-ranking pubiic officiais (inciuding
his own) and financing much-needed infrastructure projects by cutting $2 biiiion whiie stiii providing
significant weifare programs for the city’s eideriy and disabied. He singiehandediy commands the
ioyaity of miiiions of voters through a mix of popuiist rhetoric and a carefuiiy curated image of personai
frugaiity.
And he has a gift for reading the nationai mood. More than anything eise. President Trump’s eiection
north of the border has triggered a rise in Mexican nationaiism and Obrador is expertiy channeiiing that
nationaiism. Positioning himseif as a strong defender of Mexican sovereignty, Obrador’s message is
that Mexico shouid stand up for itseif, and reduce its economic dependence on the United States. He
boasts that he is the oniy candidate who wouid know how to deai with President Trump, and this
strikes a chord with most Mexican voters.
Identifying Obrador’s weaknesses
Like any poiitician, Obrador aiso has weaknesses and areas of vuinerabiiity, both in terms of personaiity
and poiicy. These inciude, for exampie:
Corruption - Obrador’s 2006 presidentiai campaign was deraiied by a bribery scandai invoiving
members of his inner-circie. Candidates for Morena were caught on videotape supposediy accepting
stacks of cash on behaif of his campaign, in vioiation of eiectorai iaws.
Economic incompetence - for aii his achievements as mayor, Obrador saddied Mexico City with a
massive 35% increase in debt, indeed, Obrador is vuinerabie to references to crisis-hit Venezueia,
which PRi has successfuiiy argued mirrors his economic modei.
Hypocrisy - to become more acceptabie to the ruiing ciass, Obrador has watered down his ieftist
rhetoric and formed aiiiances with poiiticians and businessmen from the very "Mafia of Power" he
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MEXICO I Data-Driven Campaign
criticises. His open embrace of the rich shows that his campaign is not genuineiy in the interests of the
working ciass and indigenous communities.
Geopolitical naivety - Obrador’s ideological aversion to private investment and populist hostility to the
U.S. will be hugely damaging to the Mexican economy, particularly its energy sector.
These and other criticisms are all issues that we can and will exploit, bringing them into the public
domain by feeding them into the news agenda. In our view, however, this kind of negative campaigning
will be damaging but not decisive; we will score the occasional hit but are unlikely to land a knockout
blow. Obrador is adept at playing the underdog and taking the moral high ground; he attacks at both a
political and personal level, generating critical headlines and using social media to mobilise grassroots
support. We will need to take him on and beat him at his own game, and the best way to do that will be
through digital marketing.
Negative campaigning
Properly researched and handled carefully, negative campaigning can be a hugely powerful
component of the election arsenal. Today, the prevalence of social media and the ability to target
messages to specific audiences with relentless frequency has transformed this tool into a precision
weapon. This is what we wiii create and depioy to undermine the Obrador campaign machine.
There is no better example of this than Hillary Clinton. One of the richest candidates in American
history, the front-runner considered by many to have an unassailable lead, and who significantly
outspent her Republican opponent, was nevertheless defeated in just this way.
Cambridge Analytica’s digital campaigns are data and research led and start with ‘issue mapping’ of
the population. The central insight from this research, that lack of trust was Clinton’s single biggest
vulnerability, led to the coining of the ‘Crooked Hillary’ tag. This was then rolled out on multiple
platforms and in dozens of different creative ways - strategically placed, timed and microtargeted with
pinpoint accuracy to maximise exposure and impact.
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MEXICO I Data-Driven Campaign
Facebook ads.
For the presidential election in 2016, CA’s targeted posts and ads - including the Crooked Hillary ads -
managed to generate over 50 million facebook impressions, 25 million display and digital video
impressions, 8 million search impressions, 3 million YouTube views, 3,6 million impressions on
SnapChat and 1 million Twitter impressions.
The campaign, which amassed over 211 million total impressions, was targeted at swing voters in the
key marginal states. Time and again, while mainstream polls consistently misread voter sentiment, CA’s
accurate polling and modelling guided the placement of highly effective targeted ads which tipped
marginal seats towards Trump. In Florida alone, the measurable impact of digital advertising increased
the “intent to vote for Trump” by eight percent.
Perhaps the most dramatic illustration of this was the turnaround in the Trump campaign in Michigan.
The red line in the graph below depicts Trump’s poll ratings in the crucial 10 day run up to election day.
The reopening of the FBI investigation into Clinton on Oct 29* saw a temporary boost for Trump, but
when this suddenly dropped off two days later the decision was made to launch a massive targeted
and timed digital media blitz for four days. This resulted in a near seven point rise in Michigan, a state
that Trump went on to take in the election.
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MEXICO I Data-Driven Campaign
Trump Clinton Poll Margin 2016
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Taking on AMLO
CA’s digital marketing capability will be the biggest and most critical component of the 2018 General
Election campaign. Two key elements will run in parallel throughout the course of the campaign:
1. Positive output that will target voters with persuasive pro-PRI messaging - designed to meet
multiple needs in support of the campaign, including fundraising, supporter activation, and Get
Out The Vote initiatives.
2. Negative output that will exploit weaknesses in Obrador’s candidacy - designed to undermine
his reputation, put him on the defensive and reframe the critical issues which will influence
voter behaviour.
As with the Adelante campaign, the ‘look and feel’ of the anti-AMLO campaign material will be
determined by the output of the National Behavioural Research phase. CA will employ the following
steps to help PRI frame the messages and arguments that will be used to highlight areas of
vulnerability in Obrador’s narrative and will enable us to produce the creative content, messaging,
tonality and sequencing of the negative campaign:
• Qualitative Research - The first step will help in developing the strategy. Qualitative research
will be conducted in 5 key regions to specifically speak to people regarding what they what
they think of Obrador, his party and its affiliates as well as their concerns, what they like, what
they dislike, and what would sway them in one direction or another.
• Ad / Concept Testing Research - This will be conducted to test communications concepts and
gauge how people respond to initial advertisement concepts in order to decide which are the
most powerful, and then to help us refine them before the campaign launch.
• Party/Candidate Support Tracking - Pre- and post-polls will be conducted to check awareness
and how the campaign is changing sentiment (opinions of the party/candidate, likelihood to
support, how opinion is changing, ad recognition, etc).
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MEXICO I Data-Driven Campaign
CA will also commission a specialist agency to investigate and provide a supply of counter-AMLO
source material - including evidence, imagery, themes and messages - which will feed the negative
campaign.
All digital communications will be carefully tailored according to key behavioural drivers related to
AMLO. Creative content (cartoons, videos, radio podcasts, articles, images, adverts etc) will be
designed, created and disseminated strategically on multiple social media platforms. The dissemination
plan will include creative execution, branding, messaging, format, sequencing, channels/platforms,
attribution, rapid rebuttal, monitoring and milestones.
This online campaign stream will be supported by a conventional communications effort including
media relations, speechwriting and public engagement to further reinforce our narrative.
By way of illustration, the following are some initial concepts that were worked up after CA’s
preliminary research in Mexico.
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MEXICO I Data-Driven Campaign
Attacking AMLO
• Andres Manuel Lopez Obrador is a lifelong politician.
• He has run for President and lost twice. After both elections there were mass protests.
• “No AMLO para Mexico”
Di "No!" a AMLO shared a link.
Sponsored - ^
Like Page
Andres Manuel L6pez Obrador does not respect you or your decisions. He
must not be elected President. Together, we will stop him.
tQuien es AMLO? Solo otro politico
Gambia las paridades politicas y no cuida de nadie sino de si mismo.
NOAMLO.COM
^ Like m Comment ^ Share Like p Comment Share
Candidate ilegitimo
He tried to declare himself President in 2006, even after you said "No". Learn more.
NOALMO.COM
• AMLO has switches parties multiple times and has no loyalty to anyone but himself.
• He does not respect the democratic process institutions and tried to declare himself
President in 2006.
• “Illegitimate, unelectable candidate”
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MEXICO I Data-Driven Campaign
Proposal Summary
This proposal is written at a time when the Partido Revolucionario Institucional finds itself at a major
crossroads; either it rebrands, reorganises and addresses the people’s growing frustrations effectively
or it struggles to survive as Mexico’s foremost political institution.
The plan set out in this proposal is designed to disrupt Obrador’s momentum by building a world-class
data and digital capacity for PRI in similar vein to what we did for the Trump campaign in 2016. Key to
this is a robust understanding of the electorate and an equally robust strategy to communicate with
them in accordance with contemporary attitudes, grievances and motivations.
This will allow PRI to run a first-rate digital campaign that rejuvenates the party’s image, keeps the
opposition in check and champions a sense of positive national pride. In doing so, the party will not
only retain its support, but appeal to a whole new class of voters in 21st century digital Mexico.
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MEXICO I Data-Driven Campaign
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MEXICO I Data-Driven Campaign
Appendix A
Indicative Project Timeline
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MEXICO I Data-Driven Campaign
Appendix B
Indicative Project Budget
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MEXICO I Data-Driven Campaign
Component 2 & 3
National Data Infrastructure Project & General Election Campaign
Operations Centre
Data Infrastructure
Physical Infrastructure
Mobile App
Behavioural Research *
Qualitative Research
Quantitative Research
Analysis and Reporting
Data Analytics & Communications Strategy
Data enrichment, modelling and analysis
Analysis & Communications Strategy
Campaign Implementation **
Digital Microtargeting (reduced
Dashboard
Qngoing polling
TOTAL
USD $4,760,000
N.B. The National Data Infrastructure Project and General Election Campaign are costed together as
they form inseparable components of PRI’s integrated campaign delivery.
* Including the candidate preference top-up research and analysis
** Discounted to acknowledge the digital & creative not undertaken as part of the brand study
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MEXICO I Data-Driven Campaign
N.B. If Components 4 and 5 are activated, CA Political will consolidate resources to offer both for a
combined price of USD $2,000,000.
Digital Marketing Campaign and Creative
Production
15% of expenditure
+ Fees for Creative Production**
**Approximately USD $1,000 per concept including resizes, with small fees for editing across segment
groupings
Pricing estimates expire 30 days from receipt of this document.
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Ackerman McQueen
Targeting and Engaging American Consumers
CambridgeAnalytica.org
yiii/
GOV.UK
Cambridge
Analytics
Our methodology has been approved by the US State
Department, the UK Ministry of Defence, Sandia and NATO.
Targeting and Engaging American Consumers
Ackerman McQueen works across a range of consumer areas to shape consumer perception through
advertising and communications, and Cambridge Analytica can help to get the right message to the right
person.
At Cambridge Analytica, we believe in the importance of understanding individuals and what drives
their decision-making.
Our in-house database has up to 5,000 data points on individual Americans, as well as a suite of data models
capable of predicting election turnout, political partisanship, which issues matter to individuals, as well as
their psychological profiles.
Following positive discussions with AM, CA presents this concept note to outline the products and services
we can offer to augment your advertising and communications. Young people's interest in firearms and
healthcare consumer behavior were identified as areas of particular interest, and as such this concept note
focuses on outlining the services CA can offer in relation to these topics.
On Youth and Gun Culture 2.0, CA proposes to design and manage a program of custom research and
data analytics, which will identify the size of the nationwide universe of young people interested in gun
ownership and the 2""^ Amendment. We will also Investigate the particular psychological profiles of the
individuals identified, and we will segment the audience according to psychographic criteria or other factors
that may be of interest. For each segment identified by CA's research, we will also provide messaging
guidance and information on the most appropriate channels to use when communicating with them.
In the first instance, CA will provide counts of available targets in states or regions of interest, and specific
names and contact details can be licensed for an additional fee.
For Healthcare Consumer Behaviour, CA proposes to undertake a similar program of work focused on
North Texas and Oklahoma. This healthcare-focused research and analytics project will also leverage our
extensive database of consumer behavior variables, which will be combined with the products of a large-
scale survey focusing on 'Flealthcare 2.0' and innovative consumer approaches to selecting healthcare
products and services. The end product of the project will be a similarly comprehensive package of
messaging guidance and research insight, as well as contact lists if desired.
These research and messaging projects will give AM unique insights into current prevailing attitudes, but will
also go further by providing guidance on the specific psychological triggers that drive consumer behavior. If
desirable, CA can also provide contact lists on high-value target Individuals for marketing purposes. This
package of services will provide AM with the edge needed to cut through today's saturated advertising
space, and will offer significant advantages to AM as it conducts marketing and communications efforts on
behalf of its clients.
CA Ackerman McQueen: Targeting and Engaging American Customers
2
Gun Culture 2.0: Young Americans and the 2^^ Amendment
Potential Products and Services:
Cambridge Analytica will provide the following services to help AM to better understand the dynamics of
young people's connections with gun culture and the 2'’'^ Amendment:
Component 1 - Research
CA's research team will design a quantitative survey that will test attitudes to gun ownership and gun rights
among young people, as well as measuring their psychographic personality types, channel preferences and
other aspects of their lives likely to be useful in crafting communications strategies. A quantitative survey of
this kind usually involves approximately 20,000 respondents, though this number is determined based on
the specific requirements of the project.
This quantitative survey will be complemented by a series of focus groups and qualitative questionnaires,
which will include message testing and will add qualitative messaging insights to the quantitative data
collected during the survey.
CA will provide an initial report outlining the findings of this research study, which will give AM an early
indication of trends amongst young people interested in firearms.
Component 2 - Data Analytics and Segmentation of Target Universe
Following the completion of the research phase, CA's data scientists will extrapolate the survey responses
collected during the research across the entire U.S. target population.
This process assigns scores to every individual in the target universe, in this case the entire millennial
population of the U.S., and assigns individuals to a segment based on their psychological and/or consumer
traits.
The end product of this analysis and segmentation will be a national database of young people interested in
firearms, which can be segmented as required by AM campaigns according to geographic, psychological or
issue-specific factors. The database will contain tags indicating particular segments, as well as mail contact
addresses and other contact information (phone, email) where possible.
Component 3 - Messaging Guidance Development and Provision of Target Contacts
CA's psychologists and messaging specialists will also provide a comprehensive briefing pack on the targets
identified, which will explain their psychological profiles and other insights helpful in crafting messaging.
Salient persuasion techniques and other communications insights will also be outlined, giving AM a
powerful understanding of how to contact and engage their targets.
CA Ackerman McQueen: Targeting and Engaging American Customers
3
Indicative Budget:
Research:
Price is inclusive of quantitative survey (n=20,000), qualitative
questionnaires and online focus groups (4). In the event that
$102,000
identifying universe sizes is the only objective rather than
identifying specific targets, this price can be significantly
reduced.
Data Analytics and Segmentation:
Price includes all time required for the CA data team to analyze
and model survey scoring across the target population
$43,000
Messaging Guidance and Target Contact List Provision
Price is indicative of costs associated with producing a briefing
pack, as well as the rates for licensing of contact lists.
$ 8,000
Contact Licensing: $45/thousancl
records
CA Ackerman McQueen: Targeting and Engaging American Customers
4
Healthcare 2.0: The Patient as an Informed Consumer
Potential Products and Services:
Cambridge Analytica will provide the following services to help AM to better understand how healthcare
consumers in North Texas and Oklahoma engage with consumer-driven healthcare:
Component 1 - Research
CA's research team will design a quantitative survey which will test attitudes to innovative consumer
healthcare practices, as well as measuring their psychographic personality types, channel preferences and
other aspects of their lives likely to be useful in crafting communications strategies. Considering the
geographic focus of this project, a quantitative survey of approximately 4,000 respondents may be sufficient
to generate data for modeling and analytics purposes.
This quantitative survey will be complemented by a series of focus groups and qualitative questionnaires,
which will include message testing and will add qualitative messaging insights to the quantitative data
collected during the survey.
CA will provide an initial report outlining the findings of this research study, which will give AM an early
indication of trends that have emerged from the qualitative and quantitative research in North Texas and
Oklahoma.
Component 2 - Data Analytics and Segmentation of Target Universe
Following the completion of the research phase and the analysis therein, CA's data scientists will extrapolate
the survey responses collected during the research across the entire population of the target geographic
areas in order to identify targets for marketing communications.
The end product of this analysis and segmentation would be a database of early-uptake healthcare 2.0
targets, as well as others who might be receptive to messaging that fits with this consumer-driven
healthcare paradigm, which can be segmented as required by AM campaigns according to geographic,
psychological or issue-specific factors. The database will contain tags indicating particular segments, as well
as mail contact addresses and other contact information (phone, email) where possible.
Access to contact lists in this database can be licensed according to a cost per mille basis as required.
Component 3 - Messaging Guidance Development and Provision of Target Contacts
CA's psychologists and messaging specialists will also provide a comprehensive briefing pack on the targets
identified, which will explain their psychological profiles and other insights helpful in crafting messaging.
Salient persuasion techniques and other communications insights will also be outlined, giving AM a
powerful level of understanding regarding how to contact and engage their targets.
CA Ackerman McQueen: Targeting and Engaging American Customers
5
Indicative Budget:
Research:
Price is inclusive of quantitative survey (n=4,000), qualitative
questionnaires and online focus groups (2).
$34,000
Data Analytics and Segmentation:
Price includes all time required for the CA data team to analyze
and model survey scoring across the target population
$23,000
Messaging Guidance and Target Contact List Provision
Price is indicative of costs associated with producing a briefing
pack, as well as the rates for licensing of contact lists.
$8,000
Contact Licensing: $45/thousancl
records
CA Ackerman McQueen: Targeting and Engaging American Customers
Cambridge
Analytica
Washington DC:
1 Wales Alley,
Alexandria,
VA 22314
Tel:+1(703) 997- 1812
E-mail: [email protected]
Website: www.cambridgeanalytica.org
New York:
The News Corp. Building, Suite 2703
1211 Avenue of the Americas
New York, NY 10036
Tel:+1 (646)892-9591
London:
1 -6 Yarmouth Place,
Mayfair, London
WIJ 7BU United Kingdom
Tel:+44 (0) 20 3757 4921
Registered in America at Corporation Service Company, 2711 Centerville Road, Suite 400, City of Wilmington, County of Newcastle, Delaware, 19808.The content within this
document is proprietary data and business confidential in nature. The use of any information contained in this document, (i.e., the charts, graphs, tables, text and diagrams)
for any reason other than the evaluation of the capability of Cambridge Analytica and its partners' technical and business capabilities, without the written permission of
Cambridge Analytica, is strictly prohibited. Any analysis data enclosed in this document shall not be disclosed without the consent of the company's principals and shall not
be duplicated, used, or disclosed - in whole or in part - for any purpose other than to evaluate Cambridge Analytica's capability to perform the functions and services
described in this document. All original content in this document is © Cambridge Analytica, 2016.
Subject: Fwd: Keep Th
From: Brittany Kaiser I
Date: Thu, 12
To: Paul Hilder^^^l
Begin forwarded message:
Nix"
Subject: Re: Keep The Promise Contract
Date: August 12, 2015 at 22:26:46 GMT+1
Larry"
, "Steve
Thanks Larry
Between you and me.... Kellyanne is being deliberately obtuse about this contract because she is
upset with Long Island’s decision to allow CA to service multiple Presidential campaigns.
She needs to be (firmly) reminded that the people that made this decision are the same people who
empowered her as Head of the KTP PAC!
A
Alexander Nix
CEO
CA Cambridge Analytica
BRG-000127429 Mercer supporting multiple candidates copy.txt[ 1/24/20, 9:08:59 AM]
This email is confidential and may be privileged. If you are not the intended recipient or have
received this email in error, please notify the sender immediately and delete this email. Any
unauthorized copying, disclosure or distribution of the material in this email is strictly forbidden.
Please note that any views or opinions presented in this email are solely those of the author and do
not necessarily represent those of the company. Finally, the recipient should check this email and
any attachments for the presence of viruses. The company accepts no liability for any damage
caused by any virus transmitted by this email.
Please consider the environment before printing this e-mail
On 12 Aug 2015, at 16:23, Levy, Larry
wrote:
Alexander,
Her company has had a contract with Aristotle, she didn’t just start working with them
instead of CA.
I’ll work on the KTP I contract and try to move it along. We are bringing in another
lawyer to represent KTP I, while I represent CA.
Larry
From: Alexander Nix
Sent: Wednesday, Au
To: Levy, Larry
Cc: Kyriakos Klosidis; Brittany Kaiser; AlexTayler; Steve Bannon
Subject: Keep The Promise Contract
Hi Larry
(1) We have addressed IN FULL Kellyanne's concerns regarding the original proposal, which was
turned around for her attention in record time and contained lx spelling error and lx mis-
reference (in a 15 page document)
An updated version of the original Proposal was then drafted to correct the above typos (attached)
BRG-000127429 Mercer supporting multiple candidates copy.txt[ 1/24/20, 9:08:59 AM]
and sent to her almost 6 weeks ago.
(2) We have already drafted a contract for Keep the Promise 1 which you have seen (attached) and
includes an Appendix setting out our services
This did not contain any of the above errors (which were in the original proposal only)
(3) It was made crystal clear to Kellyanne from the beginning that KTP were to be engaging CA.
If she went ahead and engaged Aristotle, then she did so in the full knowledge that KTP was meant
to be working with CA
(4) This has gone on far too long.
We need to get this contract finalised and signed by both parties before the weekend. Please can
you give this your fullest attention.
Thank you
Alexander
On 12 Aug 2015, at 15:50, Levy, Larry
wrote:
Kyriakos,
The email from Kellyanne commenting on the contract refers to an attachment A, that
she wanted more information about; in it she notes that it was addressed to Keep the FAITH,
instead of keep the Promise, that it has several spelling errors, and that there is a reference to
pushing out the communication through the “NY GOP outreach channels”, which makes no sense
because this was supposed to be a contract for services in Iowa and South Carolina. The material
you sent doesn’t contain any of those provisions, and it appears from the emails I can trace that
the proposed contract went from Alexander Nix to Kellyanne.
BRG-000127429 Mercer supporting multiple candidates copy.txt[ 1/24/20, 9:08:59 AM]
I think it best to start with a new contract between KTP I and CA for services, with the
polling company being a third party contractor to KTP I. That way we can move the ball through
the PAC, and get Kellyanne what she needs when she is doing work for the PAC. This will also
hopefully demonstrate the value proposition such that Kellyanne will want to contract directly with
CA for other polling client work. She does have a long term contract with Aristotle, which is the
source of most of her data now, and they have been relatively happy with that contractor. Absent
the many relationships involved here she likely would not be in the market for another service
provider.
Please send me a draft contract for KTP I, with an appendix that explains what services
are being offered, the costs, and is otherwise responsive to Kellyanne’s comments. I’ll then work
off of that to move the contract through the process.
Please note I’m totally booked on other matters Thursday afternoon through Sunday, so
I can start on something if I get it early enough tomorrow, otherwise it will be Monday.
Larry
LARRY LEVY
BRG-000127429 Mercer supporting multiple candidates copy.txt[ 1/24/20, 9:08:59 AM]
CONFIDENTIALITY STATEMENT
This message is sent by a law firm and may contain information that is privileged or confidential. If
you received this transmission in error, please notify the sender by reply e-mail and delete the
message and any attachments.
From; Kyriakos Klosidis^^^H
Sent; Wednesday, Augu^^^*
To; Levy, Larry
Cc; Brittany Kaiser; Alex Tayler
Subject; Polling Company NDA
Hi Larry,
Forwarding relevant email sent by Sabhita a couple weeks ago, assuming that this is what you were
looking for?
Best regards.
Kyriakos
Kyriakos Klosidis
BRG-000127429 Mercer supporting multiple candidates copy.txt[ 1/24/20, 9:08:59 AM]
scl commercial
scl defence
scl elections
scl social
This email is confidential and may be privileged. If you are not the intended recipient or have
received this email in error, please notify the sender immediately and delete this email. Any
unauthorized copying, disclosure or distribution of the material in this email is strictly forbidden.
Please note that any views or opinions presented in this email are solely those of the author and do
not necessarily represent those of the company. Finally, the recipient should check this email and
any attachments for the presence of viruses. The company accepts no liability for any damage
caused by any virus transmitted by this email.
Please consider the environment before printing this e-mail
; Kyriakos Klosidis
Larry
We have yet to proceed to a full contract.
BRG-000127429 Mercer supporting multiple candidates copy.txt[ 1/24/20, 9:08:59 AM]
Kellyann had raised concerns and asked a number of questions after we shared the two NDAs
which were sent to Kevin Quinley at the Polling Company which they forwarded to you (attached
for ease of reference).
Comprehensive answers to all queries raised by Kellyann were sent to her but we are still waiting
for a decision by KtP on proceeding to the contract phase and on what terms (those in the proposal
or different ones which could be discussed).
If I can have that discussion on the scope of the contract and costings despite being in the Cruz
firewall I am happy to do so and will ensure a contract is drafted thereafter.
Sabhita
BRG-000127429 Mercer supporting multiple candidates copy.txt[ 1/24/20, 9:08:59 AM]
Cambridge Anaiytica Meeting
From:
To:
Cc:
Date:
Mon, 08 Jun 2015 10:57:36 +0000
Dear Corey,
I understand from Kellyanne Conway that you very kindly agreed to meet us again, to continue discussing
how we could use behavioural analytics to help Mr Trump build his base,
I am scheduled to be in NYC again next week, and wondered if you had any availability to meet on
Monday 15th?
With many thanks
Alexander
Alexander Nix
CEO
This email is confidential and may be privileged. If you are not the intended recipient or have received this
email in error, please notify the sender imm&iatety and delete this email. Any unauthorized copying,
disclosure or distribution of the material in this email is strictly forbidden. Please note that any views or
opinions presented in this email are solely those of the author and do not necessarily represent those of
the company, Rnally, the recipient should check this email and any attachments for the presence of
viruses, i he company accepts no liability for any damage caused by any virus transmitted by this email.
CONFIDENTIAL TREATMENT REQUESTED
KAISER 00094
Proposal
CAMBRIDGE
ANALYTICA
M Fox IVews - CA app will set a
new gold standard for liwe T¥
audience mteractlon, engaging
traditional wiewers and entlcina
£ f ^ ^
f Ci'aS lO
How does Fox News continue
to engage its current audience,
while at the same time attracting
the next generation of viewers?
The fir^i Fox News debate was watched by a record
?4 million Americans,The unprecedented public and
media interest in this particularly colourful Republican
primary race presents a unique opportunity for Fox
News to innovate, attract more young viewers and
expand and deepen understanding of its audience in
new and exciting ways, including real-time interaction
and Facebook integration.
Cambridge Analytica proposes creating an audience
participation app that would allow viewers to actively
contribute to the debate in real time. By downloading
the Fox New-S-CA app, people could submit and vote
on questions for the candidates, vote on their top
presidential and vice-presidential picks and v^eigh-in
on candidates' responses as the debate progresses.
This would give the moderator, candidates, studio
audience and viewers the opportunity to see a live
current of public opinion, which would make for
great TV.
App users would also be able to see how other
users are reacting to the debate, further fuelling
engagement, and take part in a range of gamification
features that would keep them engaged from
beginning to end. The app would help draw new
swathes of viewers to Fox News, and take the
traditional political TV debate into the future.
Furthermore, this presents a huge opportunity
for data collection and targeted marketing. Fox
News would promote the app as the official online
participation platform of the Republican primary
debates, and CA would process, refine and model the
data to segment and target the audiences that Fox
News (and its advertisers) need to reach and better
understand.
ENGAGING AUDIENCES AND ATTRACTING NEW VIEWERS Fox News Cambridge Analytica
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KAISER 000995
App Features
A Fox News - CA app will open up whole new sources of data to Fox News
from otherwise hard to reach audience groups through self-declared
opinions and Facebook integration.
SIC5NUP
Sign up through Facebook for
maximum data scrape and ease of
registration.
COMPLETE QUESTION FEATURE
This cart be read by the moderator
througiiout. E.g.'The candidate Id
most like to have a beer v^ritfi is..
LIVE POLLING
With separate president and
vice-president selection buttons,
and'match the running-mates'
gamifrcation feature.
REAL-TIME DEBATE POLLING
Real time polling on debate
responses. E.g. “Do you agree v/ith
v/hat Mr.Trump just said about
immigration?"
LiVEVISUALIZATION
Dynamic bar graphs track real-time
reactions that users can see on their
screens and audiences can view on
the big stage/TV.
VICTORY CANVAS
General round up of the campaign.
E.g. "Who do you think won?", "Who
failed to impress?"
ENGAGING AUDIENCES AND ATTRACTING NEW VIEWERS Fox News | Cambridge Analytica
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Re: DataTransfer
Date: Mon, 15 Feb 2016 11:56:09 +0000
Hi Matt,
Please find a login below for an sFTP to which they can transfer their data.
cheers
Alex
On 13 February 2016 at 00:00, Matthew Hunter
wrote:
Alex:
If you or a member of your team could provide me a link for ACU to transfer their data to us I would
appreciate it, They are ready to begin the sending us everything they have.,if you feet we need to send
any papenwork that covers the data activity that is in addition to the NDA that Julian signed last week
please let me know and I ran get that taken rare of early next week.
The first transfer will be c. 500K records. It is my understanding fro them that the lists are not the
most organized...will be interesting to see what comes through.
The second will be c. 5 million. I will update you on timing of the second transfer when I connect with
them next week.
Thanks,
Matthew
Dr Alex Tayler
Chief Data Officer
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We need to update the current statement of work with the price above (35k) and make the
proposal out to 'Federal Capital Communications Corporation" instead or the Herald Group. Pere, I
think we should talk directly to go over the specifics to make sure we are on the same page.
2. NSSF (National Shooting Sports Foundation) project
NSSF is a trade organization made up of all the gun manufactures selling in the US. Each year, they
run a large campaign aimed at 'voter education'. They call it voter education to avoid the corporate
proxy tax by directly endorsing any candidates and focusing on issues.
Pat O'Mall^. our contact with access to the money, has beai running this campaign for them since
2002 and it has been almost entirely dirKt mail. Pat was leveraging a database of fire arms
manufacturing warranty cards (collected by the fire amns companies) to determine his targeting in
key states (millions of people, if they bought a gun, and what kind of gun they bought).
Pat has realized that he needs to modernize this process and this campaign. Here is how our
involvement would work in broad strokes;
1. We would get data from NSSF, Cabelas, Bass Pro Shops, and online gun retailers (every
outdoorsmen or gun customer in lA targets states - (I can't emphasize now big of a deal this is for
us).
2. We would match this data to our database, model it, enhance it with our gun data, and
determine groups of persuadable voters who support gun rights and also turn them out to vote.
3. The flight of the campaign would be from April-November
4. We have the opportunity to craft an amazing campaign to present to this group to get them to
buy into.
5. We will also be in charge of all of the digital advertising for this campaign.
There are ALOT more details to discuss, but we need to have a meeting on Monday to go through
everything as a team to be able to come up with something. From there, I need to sit down with
the herald group and Pat OMalley to collaborate with them on the moving pieces so we can present
this with a budget to the client.
I don't want us to get overly excited, but this has the potential to be a 3-5m dollar contract for us.
The other inside is we have an opportunity to impress the CEO's of the largest gun companies in
the world. This will require closed loop reporting, research, polling, AB/EV chase, etc.
Matt Oczkowski
Head of Product
Cambridge Analytica
www.cambridgeanalybca.org
Brittany Kaiser , PhD Candidate, MPhil, LLM, MA Hons
Director of Program Development
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Brittany Kaiser
Matthew Hunter
This email is confidential and may be privileged. If you are not the intended recipient or have received
this email in error, please notify the sender immediately and delete this email. Any unauthorized
copying, disclosure or distribution of the material in this email is strictly forbidden. Please note that
any views or opinions presented in this email are solely those of the author and do not necessarily
represent those of the company. Rnally, the recipient should check this email and any attachments for
the presence of viruses. The company accepts no liability for any damage caused by any virus
transmitted by this email.
On 18 Nov 2015, at 21:19, Gary Goby - Digital ^^^^^^^^^^^rote:
Can you come by Dec 1st or 2nd?
Let me know what times work. Thx.
From: "Matthew P. Hunter”
Date: Wednesdav^ovembe^8^015 at 3:52 PM
Gary Coby
Subject: Follov^r^^Meetin^e^est
Gary:
We met a few weeks ago and discussed getting together to walk through the capabilities of
Cambridge Analytica. I wanted to check in to see now your schedule is next week on Monday or
Tuesday or if that does not wort the week after Thanksgiving for me and another member of our
team to come in for 30 to 45 minutes and talk about our targeting capabilities.
Look foHA/ard to speaking again,
Thanks again,
Matthew
Matthew Hunter
This email is confidential and may be privileged. If you are not the intended recipient or have
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KAISER 003672
received this email in error, please notify the sender immediately and delete this email. Any
unauthorized copying, disclosure or distribution of the material in this email is strictly forbidden.
Please note that any views or opinions presented in this email are solely those of the author and
do not necessarily r^resent those of the company^, Rnally, the recipient should check this email
and any attachments for the presence of viroses. the company accepts no liability for any
damage caused by any virus transmitted by this email.
Cambridge
Analytica
Dr Kellie Leitch
Engaging Supporters Through Data and Digital Marketing
cambridgeanalytica.org
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About Cambridge Analytica
Cambridge Analytica is a global leader in data-driven market research and communications,
assisting political campaigns, advocacy organisations and commercial brands to understand
their audiences and better connect with individuals about the things that matter to them.
Challenges and Opportunities
With extensive experience serving in two different cabinets under former Prime Minister
Stephen Harper, Dr Kellie Leitch is running in 2017’s federal Conservative leadership race, in
order to identify and engage voters and supporters, Leitch needs an innovative approach.
Cambridge Analytica proposes to design and implement a cross-platform digital campaign that
will help Leitch identify new target supporters and communicate in a way that resonates with
them individually. We will use our digital marketing infrastructure to identify target segments,
and advertising can be crafted to appeal to viewers’ preferences and interests, giving the Leitch
campaign a powerful advantage over traditional approaches.
Cambridge Analytica suggests that this campaign be executed over a minimum period of three
months, ensuring adequate target “touches” to enable recall. Cambridge Analytica can also turn
creative assets provided by the Leitch campaign into ads that will be refreshed with sufficient
frequency to avoid audience fatigue, or our creative team can create collateral from scratch.
As previously discussed with the campaign team, CA proposes to structure the campaign in
such a way that it initially prioritises recruitment of new members to the Conservative Party
before transitioning into a persuasion campaign (to drive support amongst party members for
Dr Leitch’s candidacy) and voter mobilisation (to drive turnout amongst supporters).
Our digital marketing services will provide the Leitch campaign with a powerful toolkit to
communicate with individual Canadian voters, and we look forward to building a positive and
productive relationship that puts the campaign at the global forefront of data-driven
advertising.
Proposed Workflow and Budget
Cambridge Analytica
1
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Digital Marketing
CA will use our digital market infrastructure to find target segments of the Canadian electorate
likely to be receptive to Dr Leitch’s policy platform. CA’s digital marketing team will then design
and manage a cross-platform digital marketing campaign that targets individuals with
audience-specific messaging strategies. The digital campaign will deliver tailored creative
content across websites and social media, serving multiple impressions of the content to target
individuals.
This digital campaign can potentially make use of anonymised individual targeting of
Breitbart.com visitors from Canada, a service that CA can provide as the only digital marketing
agency licensed by Breitbart to leverage their site traffic for digital marketing purposes.
Throughout the life of the campaign, CA will provide updates on the campaign’s performance
across a range of key performance indicators, including cost per action, click-through rate, and
other metrics as appropriate. Upon the campaign’s conclusion, a final report will be produced
detailing campaign performance and providing the creative pieces used.
Indicative Budget
Digital Marketirtg Campaign and Creative Production 13% of expenditure
(minimum of $20,000 per month in advertising spend) + Fees for Creative Production*
•Approximately $325 per concept including resizes, with small fees for editing across segment groupings
Cambridge Analytica
2
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^ A Cambridge
\ Analytica
Registerad in America at Corporation Service Company, 2711 Cemervitle Road. Suite 400, Chy of Wilmington, County of New Castle, Delaware, 19808. The
content within this document Is propnetary data and business confidential in feature. The use of any Informatior contained In this document, (i.e., the charts,
graphs, cables, text and diagrams) for any reason other than the evaluation of the capability of Cambridge Anatyiica ar>d its partTtefs* technical and business
capabilities, without the written permission of Cambridge Anatytica, Is strlaly prohibited. Any analysis data enclosed in this document shall not be disclosed
without the consam of the company’s principals and shall not duplicated, used, or disclos^ • in v*^o1e or in part • for any purpose other than to evaluate
Cambridge Analytica's capabdtty to perform the functions and services described in this document. All original content in this documsmt «s & Cambridge
Analytica, 2016
Cambridge Analytica
3
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ills
C\Political
l&iii™
Si
VOTER IDENTIFICATION & ENGAGEMENT FOR
THE TRUMP CAMPAIGN
■■■lit.
www.cainbridgeanalytica.org
U0NAXUTKU.Vll'v2.indd 1
24/06/2015
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VOTER IDENTIFICATION & ENGAGEMENT FORTHE 2016TRUMP CAMR^IGN
The 2016 Presidential Candidate field is filled with the same old career politicians. Yet to emerge
i.s a candidate that people who are tired of busines.s-as-usual politics can rally behind and believe
in,The 2016 Race needs a new kind of candidate with a track record of success in the real world,
a known presence who can serve as a uniting force for common sense Republicans,
The success of the Republican Parly in the 2014 mid-term elections suggests that now, more
than ever, Americans want to return to straightforward, business-friendly politics. Research shows
more and more people believe that America itself should be run like a business, with a leader
that sets goals and implements efficient policies with fiscal responsibility to deliver success.
Americans will place a high value on a candidate who has the right experience as a global leader
and who could do just that, lime and again weVe experienced first-hand how failed economic
policies based on politics instead of business sense hurt everyday America ns. The Trump
message of"making America rich again” resonates with voters; it's something they understand
and aspire to. It is the American Dream,
For example, two separate groups might care most about National Debt, but respond entirely
differently given their distinct personality traits,The group with a dominant neurotic trait would
respond .strongly to a message about how high debts are crippling the country, whereas a group
known to be resistant to new ideas would want to hear about how back-to-basic economic
policies would balance the books.
CA Political can help theTrump campaign to identify who their potential supporters are and how
they think. CA Political can deliver individualized data about target voter groups clustered so that
the campaign knows each group's priority issues, demographics and personality traits. Having
this depth of information about your target voters will enable the campaign to reach out and
mobilize voters with maximum effectiveness. Combining the CA Political extensive database of
the US doctorate with the Irump campaign house file will enable us to provide a comprehensive
and more nuanced understanding of the doctorate, identifying who may be supportive and
how they should be targeted.
Yet devising the right message is only half the battle in politics today. Candidates also need to
know how to distribute the message, to whom and when if the message is to deliverfull impact.
While traditional demographics can tell you something about a voter, they cannot tell you how
best to communicate with that voter.Two people in the same neighborhood, from the same
background, on similar salaries and with a similar education do not necessarily think and behave
the exact same way. Their underlying personality will shape how they view the world and how
they respond to communication.
DONAXJJ’TKUMl'vi.indd 2
24/06.''2015
CONFIDENTIAL TREATMENT REQUESTED
KAISER 009829
PROPOSAL: POTENTIAL VOTER IDENTIFICATION AND ENGAGEMENT
Culling edge data analytics can provide the relevant insighls by identifying and mobilking
citizens that could be motivated by a Trump candidacy-including individuals that have not in
the past supported Conservative candidates, such as first-tirne voters and disillusioned, non-
registered individuals.
CA Political has extensive experience working in the USA and holds comprehensive data on
American registered and non-registered voters. We can identify key turnout and persuasion
voters, as well as priority issues for target groups. Our current research is probing a wide range
of voter views on 9 headline issues from "jobs/the economy" to “gun rights.'This work dives
deeper to capture views on 46 sub-issues ranging from "cutting government spending"to"gun
use in self-defense."CA Political is also has modeling and analytics that place Republican voters
in selected ideological clusters, including I ibertarian, Conservative/Tea Party, Fstablishment
Republican and Liberal.* We can deliver unique personality profiles for each voter in these issue
and ideological groups and identify the most effective way of messaging and engaging them.
This process allows the campaign to deliver messages that resonate on a personal level to
complement their political values. With a goal set for registering 1,000,000 Trump supporters
across Iowa, New Hampshire, South Carolina and Nevada, CA Political can help the campaign
identify and engage the ordinary Americans that can help Donald Trump reshape the
American political landscape.
‘ Catego'y name.s are indicarive, subject to mange.
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KAISER 009830
DATV\ AND DATA. SERVICES
We propose to perform in-depth research and analysis of the population in Iowa, New
Hampshire, South Carolina and Nevada to increase iheTrump campaign's insight on the issues
that American voters care most about. Furthermore, we can provide a deeper understanding on
how best to communicate with and engage them positively. This will be used in a multi-touch
outreach and engagement strategy deployed across email, social media and digital retargeting
networks with the aim to attract 1,000,000 supporters in these four key states,This process will
build a solid foundation for a broader engagement and supporter identification strategy that can
guide IheTrump campaign through the 2016 election cycle.
CA Political will combine data from theTrump campaign house file with its existing enriched
voter file. The combination of CA Political's data models and personality profiles with Trump
campaign data will identify people who could be persuaded to vote for Donald Trump in the
Republican primaries and beyond. CA Political will map the full electorate, including non-
registered voters, in the target states and cluster them into different groups based on priority
issues, personality traits, persuadability, partisanship, turnout, ideology and demographics.
Deliverables:
CA Political will provide the following services aiming to regi.ster 1,000,000 new supporters across
the Target states:
• Periodic analytics reports on target voter profiles, including turnout, persuasion,
persuadability, ideology, issue prioritization and personality scores.The frequency of
reporting will depend on client needs and length of contract.
Ongoing analytics support up to six months. This includes segmentation of target audience
groups across all four slates, integration of campaign audience contact data, and ongoing
refinement of audience personality profiles by cross-reference to wider quantitative research
undertaken by CA Political. Ranking of priority issues will be continually refined through CA
Political's ongoing national survey; group segmentation will be adapted to suit campaign
priorities and need.s.
> A learn of analysts will be available remotely to the campaign to refine and present analytics
findings and recommendations on how the campaign could apply the results across its
campaign outreach and engagement channels to attract new supporters. Data visualization
through customized applications will be developed to enable the campaign to access data
findings.
Estimated Cost:
A fee of $0.50 - $0,75 per supporter actively engaged will be charged back to the campaign.
1 he final unit cost will be determined by the level of ongoing remote analytics support to be
provided to the campaign.
DONAXJJ’l'KUMl'vi.indd <1
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CONFIDENTIAL TREATMENT REQUESTED
KAISER 009831
DIGITAL CAMPAIGN MANAGEMENT
DigiLal outreach through highly targeted messaging to engage potential supporters identified
by CA Political's analytics work Is key; by sending the right message to the right person at the
right time, the Trump campaign can set the agenda for the political arena and persuade non-
rcgistcrcd individuals or swing and unaligncd voters to positively engage with the campaign.
We will develop communication materials for all web advertisements and manage the
distribution of digital creative conienLA variety of messages will be designed to resonate with
different personality groupings and generate unprecedented levels of engagement.The precise
number of potential supporters to target for engagement will be determined by the result of
the voter data models and analytics; however, we would aim to engage high priority targets in
New I lampshire, Iowa, Nevada and South Carolina most likely to support Donald Trump as a
Presidential candidate.
Targeted individuals will be encouraged through digital advertising funnels and direct emails to
dick through to landing pages inviting them to register their support for the campaign through
various calls to action. Such calls to action may include signing up to campaign email bulletins
and newsletters, liking the Facebook page of the campaign and of Donald Trump, signing
petitions, or joining the Trump volunteer movement.
In responding to such calls to action CA Political and the campaign will be able to identify new
supporters across the target states and capture updated or new contact information. This data
capture will further enrich the House File and provide a solid foundation for further engagement.
Creative materials production. CA Political's team of graphic designers, website architects
and copywriters can provide communication collateral that could be pushed through the
campaign's other outreach channels. Materials could include canvassing scripts, web ads
and direct mail, all designed to appeal to specific target groups of prospective or existing
supporters.
A weekly report will be compiled identifying the number of new supporters actively
engaged through the digital outreach program, as well as responses to direct mail and other
outreach activities of the campaign that employ CA Political analytics and targeting lists.
Estimated Cost:
Digital engagement campaign set up $15,000
Ongoing campaign optimization and reporting per month $20,000
Digital advertisement placement fee* 15% of gross expenditure
* Si^eo'udvcrtii.cr’ricTi buys ard choice of nr-edia chamois lo be deierrriincd and agreed win the c ieti:. Digita ad'vcnisc'nen: buy cosu lo be b llcc :o clicni.
Deliverables:
• Digital outreach campaign setup and management, to engage the potential supporters
identified. This will include the ongoing monitoring and optimization of a digital campaign,
audience building and traffic management, and the production of digital creative content
(up to 72 GIFs and 25 landing pages with multiple resizes for multi-platform use).
I I DONAXiJ'TKUMl'v2.indd 5
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24/06/2015 ll:M;3S | |
KAISER 009832
START
TARGETED ADS
WEBSITE
SOCIAL GROUPS
GROW
>-
TARGETED ADS
WEBSITE
SOCIAL GROUPS
TARGETED EMAIL
c
CYCLE
> -
TARGETED ADS
WEBSITE
SOCIAL GROUPS
TARGETED EMAIL
MIDIA
ELECTION
>-•
TARGETED ADS
WEBSITE
SOCIAL GROUPS
TARGETED EMAIL
MEDIA
CAMPAIGN CYCLE
UIGITAI
AOS
EMAI.
DiV
SOCIAI
MEDIA
CAMPAIGN
WEBSITE
+
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VS OR
TRACKING
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REEINEMEK^
UONALU’mUMl'vJ.irHid 6
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CONFIDENTIAL TREATMENT REQUESTED
KAISER 009833
ESTiMATED TIMEFRAME & BUDGET
Estimated Cost
Data analytics modelling and remote support (up to 6 months) $0,50 - $0 / 5 *
Digitai outreach setup 5,000
Digital outreach management & reporting, digital collateral production (monthly) $25,000
Digital advertisement placement fee
$15% of gross
expenditure
•■Cosl pe' suppo'ter acLivcIy engaged throjgn CA PoliLical analytics arc ojl'cach. Unit cost lo be dclcmincd once evel ol renote
analytics support rcci.imd by thr campaign is agrocc.
Key CA Political proposal elements:
• Receive and integrate House file data; Behavioral Microtargeting capabilities to segment and
target select audiences - approximately4 weeks
Develop digital marketing materials and messaging content for the digital campaign;
creative guidelines and sample materials production if required - approximately 2 weeks
• Deploy and manage a digital marketing campaign over social media and online
communications systems - ongoing up to 6 months
Requirements from the Trump campaign: ^
• House file of friends and donors
• Access to digital outreach resources, including I rump campaign I acebook and other social
media accounts Branding creative: logo, graphic elements, color palette, images, taglines
and phrases
• Branding creative: logo, graphic elements, color palette, images, taglines and phrases
PhorityTrump campaign issues and slogans
• Co-ordination process to integrate contacts and Trump campaign online presence for digital
outreach and mail vendors
I3A A N' :C-iMAI ON N MODI I
kv::K
2 3
4 5 6 7 8
DONAXJJT'KUMl'vi.indd 7
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CONFIDENTIAL TREATMENT REQUESTED
KAISER 009834
APPENDIX A: CA POLITICAL METHODOLOGY
MODELING
How someone behaves across the different areas of their life can tell us a lot about their
personality, and how they perceive and interact with the world around them,
CA Political uses predictive data modeling to quantify and organize this knowledge about
people so that voters are engaged with communications and fundraising appeals to which they
are most likely to respond positively.
We call this behavioral microtargeting.
BIG DATA ACQUISITION
PSYCHOGRAPHICS
AUDIENCE RESEARCH
BEHAVIORAL
MICROTARGETING™
ALGORITHMS & MODELING
PREDICTIVE ANALYTICS
Predictive modeling involves identifying the patterns in data that could otherwise be
overlooked. Does knowing the newspaper you read, the grocery store you shop at, or your tax
band help us find out whether you will vote? On its own, not really.
I lowever, by using a combination of many different layers of data we can make predictions with
a high degree of accuracy, Each layer of data adds more context to the individual, allowing us to
gain a deep understanding of their likely opinions, behavior, and propensity to vote for any given
cause or candidate.
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KAISER 009835
%
TARGETING
To deliver unprecedented insight, CA Political proposes a six-stage process of data research,
analysis and engagement of prospective donors and potential new voters.
1. Data Augmentation
Our existing nationwide database of registered voters is enhanced with consumer, social media,
demographic datasets and census data to provide highly granular social context to individual-
level profiles. Non-registered voter and existing donor data from theTrump campaign house file
will be incorporated in our database to provide additional insights.
2. Super Sample
Large scale quantitative research is conducted to provide additional insight to issues of concern
and audience personality groups. The results and insight derived from hundreds of thousands
of online/phone survey questionnaires and millions of social media profiles are combined to
identify the optimal target audience tor engagement and the values and issues they care about.
3. Analytic Modeling
The super sample quantitative data, consumer data and census overlays are all fed into machine
learning algorithms to produce issues and personality models for all potential supporters.
4. Voter File Scoring
A series of scores are then appended to each individual on their personality, how they think
about politics, their values and the issues they care about.
5. Clustering
The target universe is first calculated by identifying the individuals the campaign needs to
contact in order to best achieve its aims. 1 hen, individuals arc grouped with similar individuals by
applying our personality profiling process, issues and political view models to identify clusters.
6. Message Creation
An enhanced creative content briefing pack is produced. This will outline the tenor and tone
of targeted messaging that will be most likely to resonate with each cluster's personality
traits, values and political profile. I he pack will set out detailed target group descriptions and
psychographic profiles, guidelines on language and imagery, and sample cross-platform creative
materials - ranging from direct mail pieces to digital advertisement banners.
DONAXJJ’l'KUMl'vi.indd 9
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CONFIDENTIAL TREATMENT REQUESTED
KAISER 009836
DIGITAL OUTREACH AND ENGAGEMENT
The messaging campaign will consist of digital audience-specific messaging and creative
elements delivered across channels including Facebook and mobile for a series of
impressions, culminating in a call to vote and support Donald Trump.
1. The issue focus, final number of messages and the scale of outreach in digital advertising will
be determined once the voter modeling has been completed, and in line with the campaign's
needs.
2. Multiple digital creative pieces targeting specific audience groups of existing and potential
voters will be sent. By focusing on issues of greatest importance to selected voter groups and
sending communications designed to resonate with target group personality profiles, we can
influence turnout, increase pro-Trump sentiment and set the tone for the political debate in the
run up to the elections,
3. Digital outreach and reporting, comprising:
• Mes.sage testing to different audience segments and contact ladder management
• OptimHation of campaign web presence for advanced re-targeting and
abandonment management
■ Clone universe creation
■ Tracking of campaign KPIs and report generation
PROSPECTS:
■ Target throjgh einai s aiic cgital ads'
Jc'solay acs, scc al media and SEO)
■ Optimize campaign based tin ‘ecdbact
Most likely prospects
I
AWARENESS OF
CAMPAIGNS AGENDA
Candidate, party and Issues-based messaging
PLEDGE, SUPPORT AND INTEGRATION:
Present cngag-:mcntopporti.''ticsand incentives
■ Integrate- into campaign bouse file as -cw s.pportc's
RETARGETING AND TRACKING
Rctarcetcd e g lal ads and email ca-De'e-s
to Dotec-in individ.a s ^
Advance individuals along a tomplianec
ladccr
s mqcjira digirai ad ^pnnding ro dri'/a prtKpem :n tde rnp oCrbip pngagarricnT fanne! nad ra cm tinuc ro engage praapret^ ta the point nf
donation and inregtotinn at. tuppedert.
TheCA modeling process ranks all registered voters (from within the house file and across
our national enriched voter file) from most likely to least likely to support a given candidate.
This allows us to begin the process of engagement by targeting a highly focused segment of
the population. 'While significantly more likely to vote or donate than average people, these
prospects still need to be taken through the process of being made aware of the campaign,
engaging with it, and lastly responding to a .strong call to action.This process of prospect
engagement and conversion uses a mix of tools including display advertising, targeted social
media outreach and email.
DONAXJJT'KUMl'vi.indd 10
CONFIDENTIAL TREATMENT REQUESTED
APPENDIX B: RIPON Data Management Tool
RIPONB
ONE INTEGRATED CAMPAIGN TOOL
R|50N:THE FUTURE OF CA)V'PAIGN!N(3
To complement the services included in this proposal and optimize the efficiency of the
envisioned GOTV campaign, CA Political can also offer RIPON; an innovative voter engagement
and campaign management tool for your team to control all aspects of the modern campaign
space.
As an integral part of our full-service package, RIPON provides a unique solution for positioning
candidates and campaigns more effectively and efficiently.
RIPON powers targeted supporter mobilization combined with real-time oversight from
Campaign HQ. With in-depth voter data and psychographic profiles available at the touch of a
screen, powerful engagement and fundraising strategies can be executed simultaneously.
RIPON's multi-platform connectivity ensures that managers always have access to core system
features such as GOTV, behavioral microtargeting, bulk SMS and canvassing. RIPON's suite of
features also lets you control campaign activities such as artwork, query building and scheduling,
so every aspect of the campaign can be optimized and perfected from one platform.
DONAXJJ’l'KUMl'vi.indd 11
24/06/2015 ll;M:41
CONFIDENTIAL TREATMENT REQUESTED
KAISER 009838
STRATEGY FEATURES
GAMIFICATION: Bu ll in reward sujclures designed '.o create
a meri’-oc'aiic camoaign and encou'age volunieers lo go ihe
extra mile.
RIPON
□ ENHANCED VOTERFILElElen'.ura Rol Ibr ycur tey'of’iha:
Tiai yeei’ 'yurojbly caaned, L.pdatet;,ar'c eniianced with
addiforidl coriLdc: d'id poli'Jtal dbiLd.
PSYCHOGRAPHK PROFILING AND DIAGNOSTICS;
Dnivc: well noyarc st<ndsrc oolitical 'nnsi^aging "o
LTf^crsTarc the undrr ying psycncloglral iTotivato'?i of
voting for CRch Targot ?iogmcinT,
BEHAVIORAL MKROTARGETING | VOTERFILE SCORES:
Ac^.j^cte behavioral and pnliTcal sco'es foreve^y sing e voTer
bcjjsd on sevanoed staTisticsl mode inq Techniqueii.
H PRETESTED MESSAGING: ^'c oaded arsera of h'ghly mnned
and sciontificall'/rested messaging content optimijcc fo'
each tamet voter category.
APPLIED INTERVENTION STRATEGIES: Lasy to understand
doLjrnentation on voter benav’or 'ssearch witn c; ear and
atfonab e recorTimendaticns or* how best to engage with
dife'ent types of voters.
QUERY BUILDER: Bui d and run custom qi.nrios and srarcho.s.
.Save ‘hnrr fo'" lamr or snare w’rh others.
GROUPS AND TAOS; Bud static dr'o dyr'd'nic lists to ass'yr
oi tag electors; or foi jse in cdnvassing, emailing and ptione
bd'King,
ENGAGEMENT FEATURES
features odditiona^ toiioring ft) fit ind!vid\ja\ campaigns
PHONE BANKING: C reats and schedu s volunteer pnone
ban<s, cncose phone ban< vo unteer.s, and assign taget
groups/ocations.
0 CAMPAIGN ARTWORK: prorostod artworkoosignod "O"
nach vomr .vngmont sotnat every campaign commun'earion
uses high-’mpacr vsi.a s with ad agency cuality.
AUTOMATED CALLING: Create aulomatcc ohonc calls with
in'.cracl'vc vo'cc response ■.cthno ogy to al ow ’'c' mass
icicohone rressaging and surveys.
ONBOARDING NEW CAMPAIGNS; Help campaigns er'^bed
die er'yagemenl tool into their cd'npyiyn and held complete
data irapoiny for their tags ar’c g'oeps to meet individual
carrpa'yr” needs.
DIRECT MAIL: C re ate bulk Tiailings and p-epare them for
printTq locally in office, through a loca provide’’ or through a
trusted national oj k mai oartner.
CAMPAIGN DATA IMPORT: Work w'th camoaigns to helo
gather existing data, no’^malize it, and 'moort it into their new
system.
BULK EMAIL; C'eate individual or bulk eirail based on
ta'geled groups, Sendeniail throjgn '.rusted naliona pd'tr'ers
tbi opl'mdl penetidl'on ai’o vvc'’y f’ee sending.
MANAGEMENT FEATURES
TURF CUTTING / CANVASSING: Ndrruw duwn your idrye.sd
lists tc speci’ic 'le'ghbcuhuoos, walkroutes, ar'c streets for
optimal canvasst'g. Aud insl'uctio’isfor canvassersd'id print
pdper walk routes and lists.
ONLINE MARKETING/ADS: Create arc ootir^ize on ine
advertis'rq th rough ba n ne's, Google, hacebcok, a pps, and
other websites.
BULK SMS: .Send s'rglo C5r mr..S5 SM.S mo.S5f:gcs to target
individual voterso- grojos c-'votors.
GET OUT THE VOTE: GOTYlive oerforrrance ticit'cs, real-time
analytics, arc y.'isualizatior. Create campa’gr ous nic-<up ist.s,
.^cnnd.jle mminder pnr^ne cf-l .s, mark cT voters that have
voted, and mes.sago tn'ough email, SM.S. and social rrecia.
SOCIAL BLASTS: Conned ’.o Fticebook,TwiUcr, cind Linkocln
Lo po:.L campaign messages througli support's arc
voIjUcc'S,
MESSAGE MANAGEMENT AND WORK FLOW;
Have sjggcstco messages arrive a: the campaign office
for approval arc sercing aftcra central campaign review
process.
SCHEDULING: Cdmpdigr' scfreduling tool 'witn shared
cdlendar and cdlenddr/email intey'alio’is with fb"Tiatted
rressages,
MANAGE MY TEAM: Vi ewyour campsign team witn a -'u I
hierarchy. See team and individual performance, adjust
VO unteer and user oerm ssions, send e-msiLs and SMS
(text; r^essages to voluncee's. and see fj I metric.^ on cne'r
pe'formance.
DONALOTKU.Vll'vi.indd 12
24/06/2015
CONFIDENTIAL TREATMENT REQUESTED
KAISER 009839
RIPON is the optimal software platform designed and used by the CA team for voter data
analysis and engagement. A RIPON license can provide direct access to insights derived from
the CA Political voter file, to complement the services provided by our dedicated specialists. I he
platform can integrate with existing campaign CRMs and can be downloaded to Android tablets
via mobile license.
The standard RIPON license includes a range of data hosting and management features.
Additional features may be purchased and added to the standard package depending on client
needs. I he advanced license provides access to the full version of RIPON and its comprehensive
data management and voter contact features.
RIPON STANDARD"
Core platform functionality, including;
• Ability to integrate campaign data
• Reporting functionality
• Enhanced grouping and voter segmentation
• List export manager
• Rich data interrogation
Monthly License Cost
1-20 users 21-50 users
S5CO.OO 5 1.500,00
S1-L users
available on
reque.st
Initial integration, remote training and maintenance
ITIPON ADVANCED"'
Full suite of RIPON features, including:
■Turfcutting/Canvassing
• Message management and work flow
• Scheduling and team management
■ Phone banking and automated calling
• Online marketing/ads
■ Direct mail
• Bulk email and SMS
■ Social blasts
• GOTV
■Monthly License Cost
1-20 users 21-50 users 51-t-users
S 5,000.00 $ 8,000.00
av,iilablc on
request
Ongoing analytics, integration and support, remote training and maintenance
MOBILE LICENSE
Monthly License Cost per Device
1-20 users 21-50 users 51-i-users
$5,00 S400 $3,50
* '//eb besting, seojrity and server coifs kv/Zf be passed through to the ciient.
§ Web hosting, security, ser/er costs and any advertisement purchase and distribution costs handled by O*. kVi'?/ be passed through to the client
ifnotmduded in Digital Support
DONAXJJT'KUMl'vi.indd 13
24/06/2015
CONFIDENTIAL TREATMENT REQUESTED
KAISER 009840
C Political
9^9}
The cofsltnt. wiLhiii lliii ducufY'tn* b and bwiMiesstonhdentiEii in fYBlu'e. The use oFarky infoiTiMtiori corilairied in thii dDe-jiiieril- Te.. Vhe cherts.graphs, tables, text and diagfdnisj fur any fedswY
nfrier than the evslwstir^n of the capability ot Cambridge Anaiylics and Jts p;-trtner>'tec.hnical isn-d Susiress capabilities, wjthoutthe written perrnissirjn oKiarnbridpe Anaiyticar is stnrtly prohibited- .Any analysis
data erdustd in this docijrnerjt shall ftp? be disclosed witriPuttht consent; of die company^ pfirtcipaisand sheli nut be duplicated. used.oj disclosed • in svhole or in part • for any purpose ether than to evaluate
Cambridge Arsalyticy’s capability to perfe-m the functions ens services described in this document -AH orifjinal content in this document is JJ Cambridge AnaylUc*. 2!>15.
DONAXJJTKUMl'vi.indd 14
24/06/2015 ll;M:43
CONFIDENTIAL TREATMENT REQUESTED
KAISER 009841
Fwd: Cambridge Analytica
From:
To:
Date:
Attachments:
Kaiser
Tue, 30 May 2017 22:17:34 +0000
CRTV MSA.PDF (0 bytes); CRTV_SOW.PDF (0 bytes)
FYI
Begin forwarded message:
CRTV are now a client. Please countersign. Good stuff (please inform Bekah).
Have a good weekend!
Begin forwarded message:
From: Alena Charles I
Date: May 26, 2017jf
To: Robert Murtfeld
Subject: Pw: CamE
Here you go! lets get a kick off scheduled.
Alena Charles
CRTV
From: Elizabeth Wood
Sent: Friday, May 26, 2017 3:09 PM
To: Aiena Charles
Subject: FW: Cambridge Analytica
Thank you.
CONFIDENTIAL TREATMENT REQUESTED
KAISER 031172
Liz
Elizabeth Wood
From: Alena Charles
Sent: Friday, May 26^0171£^59_^
To: Elizabeth
Cc: Cary Katz
Subject: Fw: Approved
Liz,
Steve has approved these documents, Cary has approved the expense of 80k. Could you please sign these
documents at your convenience.
Alena Charles
CRTV
From: Robert Murtfeld
Sent: Friday, May 26, 2017 1:56 PM
To: Alena Charles
Subject: Fvt/d: Approved
That's great, Alena.
Documents attached. Once signed we wilt countersign and send back the scanned copy and start the project.
Looking forward!
Robert
.Forwarded message •
From: Alena Charles I
Date: 26 May 2017 at 08:14
Subject: Approved
To: Robert Murtfeld|
Robert,
1 explained the license agreement for your services and our iawyer was ok waiving the perpetual clause. Can
you please get me clean copies of everything for signature?
Alena Charles
CRTV
CONFIDENTIAL TREATMENT REQUESTED
KAISER 031173
CONFIDENTIAL TREATMENT REQUESTED
KAISER 031174
Trump & CA's Commercial Media & Entertainment
Vertical
From:
To:
Date:
Attachments:
Murtfeld
Brittany Kaiser
Sun, 04 Sep 2016 13:59:23 +0000
Web Marketer New to Presidential Races Leads Trump's Digital Push - WSJ .pdf (610.5
kB)
Dear Brittany,
I am keen that we extract some commercial value out of the upcoming debates between the presidential
candidates. Let us also keep Duke regularly briefed and maintain a close watching brief of the debates
under our the umbrella of our media & entertainment vertical.
The full debate schedule was published on Friday:
(i) First presidential debate takes place on Monday, September 26, 2016
- Moderator: Lester Holt, Anchor, NBC Nightly News
- Location: Hofstra University, Hempstead, NY
(ii) Second presidential debate takes place on Sunday, October 9, 2016
- Moderator: Martha Raddatz, Chief Global Affairs Correspondent and Co-Anchor of ‘This Week,"
ABC
- Moderator: Anderson Cooper, Anchor, CNN
- Location: Washington University in St. Louis, St. Louis, MO
(iii) Third presidential debate on Wednesday, October 19, 2016
- Moderator: Chris Wallace, Anchor, Fox News Sunday
- Location: University of Nevada, Las Vegas, Las Vegas, NV
The choice of the moderators was praised by the NYT and Time .
Concurrently to the debates it would also be great if we can prepare at CA commercial for a political Trump
loss and reported plans that Trump will create his own media juggernaut, possibly called 'Tremp News".
This was first reported in Vanity Fair and further explored in other publications thereafter - The Atlantic
had a good report in August.
What are your thoughts?
Finally, the WSJ published a good article on Brad Parscale, Tnjmp's Head of Digital (article also attached).
Parscale was brought on board for Trump's presidential campaign from the Trump's families business
dealings, and we must have received the introduction to work with him through Ivanka, riqht? I assume
Matt 0 and Molly have a good working relationship with Parscale in San Antonio and mayoe we stage a
commercial event with Parscale once tine election is over.
Parscale said in the WSJ interview: "A lot of what we do in the business world carries over [to politics].
We've brought over some tactics in the consumer world which are having incredible fundraising success for
small-dollar donors." Let's explore with Parscale as a reference how it can go the other way too and what
we do in politics carries over to business.
Let me know once this message was safety received.
See you Tuesday,
Robert
CONFIDENTIAL TREATMENT REQUESTED
KAISER 223031
Fwd: CA-ATTORNEY PRIVILEGED WORK PRODUCT AND
ATTORNEY CLIENT PRIVILEGED CORRESPONDENCE
From: Brittany Kaiser
Hilder
Date: Thu, 12 Apr 2018 13:24:54 +0000
Begin fonwarded message:
From: "Sabhita Raju"
Subject: Re: CA—AT
PRIVILEGED CORRESPONDENCE
Date: July 31, 2 015 at 19:07:32 GMT+1
To: "Levy, Larry" I
Cc: "Alex Tayler"
ORK PRODUCT AND ATTORNEY CLIENT
J"Alexander Nix"
rittany Kaiser" |
Larry
Please confirm that we need to send the complex agreement covering the full sen/ice offering to you and
the more simple email validation contract to Stefan.
Grateful i you could let us have Stefan's email address. Copying colleagues who are preparing the
documents and will take it from here.
Kind regards
Sabhita
On 27 Jul 2015, at 19:53, Levy, Larry
wrote:
Sabhita,
I've worked out a tentative arrangement with Nick Ryan of the American Future Fund
(AFF), an Iowa based c-4 that supports conservative causes. It is allied with Senator Grassley,
and is currently supportive of Huckabee. Nick will make an arrangement whereby he will design
a message from AFF, to go out to your list untested R donors/citizens. Anyone who responds to
AFF will become part of his list, as well as your list, and you can review the backend to
determine if non-responses went through to good addresses and simply aren't interested in
responding to AFF's ask. The message would probably be about Iran.
We could have Becki D. or someone else we work with push out the message, that way
you have fuli control and know you can get to the back end. Or, Nick uses either Direct
Response or Abundant Media for direct mail, both he believes would cooperate but we haven't
taken the next step of asking them.
I told Nick we could potentially produce 50,000 to 250,000 email addresses for this
CONFIDENTIAL TREATMENT REQUESTED
KAISER 271801
project, either in one giant push or in segments. And, because it is a c-4, not a political entity,
we can view this as an in kind contribution or joint effort that doesn't get separately reported as
an expense to the FEC.
Let me know if you still want to pursue this type of tact to further clean your lists. And
sorry for the delay, I had to get Nick's attorney and him to buy into the program. And, of
course, we still expect to take the KTP I website live this week and can start to push things out
through it.
We will need a contract for Cambridge and KTP I, similar to what you sent to KTP It, to
make this work. And, of course you still have to maintain the firewall from any of the direct
campaign work, such as Cruz and Carson. Since I'm counsel to both sides of this equation, we
are going to have Stefan Passantino, the lawyer for KTP 11 represent the Super PAC for the
purpose of finalizing the contract between CA and KTP I.
Larry
LARRY A. LEVY
BRACEWELL & GIULIANI LLP
<imaged223deJPG>
CONFIDENTIALITY STATEMENT
This message is sent by a law firm and may contain information that is privileged or confidential. If
you received this transmission in error, please notify the sender by reply e-mail and delete the
message and any attachments.
CONFIDENTIAL TREATMENT REQUESTED
KAISER 271802
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PROJECTS MEETING MON, 06/02/2017
From: Matthew Hunter
Subject: Re: Questions on the TTV Proposal
Date: November 19, 2015 at 09:31
To: Todd Van Etten
Cc: Brittany Kaiser Pascal Bugnion Tayler
Alexander Nix
Thanks for the update. Will touch base next week.
M
On 19 Nov 2015, at 10:25, Todd Van Etten wrote:
Hi Matt,
No updates here. We've sent the proposal and recommendations to the client, but I think they're still
hammering out the funding details. We have weekly calls with them and nothing came up on Monday
—I'll be sure to ask for an update on next week's call.
Thanks,
Todd
<319682B6-644F-4011-
9460-
7CC059BlF4D2[22].png>
Todd Van Etten
Chief Digital Strategist, The Herald Group
H u nter"
Date: Thursday, November 19, 2015 at 10:19 AM
Pascal Bugnion
Subject: Re: Questions on the TTV Proposal
Todd:
Following up on this from last week I wanted to check in to see if you needed anything else from us or
if you have heard feedback from the NRA. Let me know if we can be helpful.
Matthew
Matthew Hunter
This email is confidential and may be privileged. If you are not the intended recipient or have received
this email in error, please notify the sender immediately and delete this email. Any unauthorized
copying, disclosure or distribution of the material in this email is strictly forbidden. Please note that
any views or opinions presented in this email are solely those of the author and do not necessarily
represent those of the company. Finally, the recipient should check this email and any attachments for
the presence of viruses. The company accepts no liability for any damage caused by any virus
transmitted by this email.
Please consider the environment before printing this e-mail
On 13 Nov 2015, at 09:36, Todd Van Etten wrote:
This is great, thanks for all your help. I'm compiling a memo to the client now, and hope to send it off
today. I'll let you know if there are any other outstanding questions.
htt p s: //docs.google.eom/document /d /l-nYPDoGI0EWRE7 FZ9JzHaJaV6DiOkbJLvAXdt aRPS/edit?
us p=sharing
Thanks,
Todd
<319682B6-644F-
4011-9460-
7CC059BlF4D2.png>
Todd Van Etten
Chief Digital Strategist, The Herald Group
Ka i se r
Date: Wednesday, November 11, 2015 at 5:51 PM
Matthew Hunter
Subject: Re: Questions on the TTV Proposal
Dear Todd,
I just wanted to chime in here since it is almost 11PM in London and I am still in the NYC office.
Pascal or Alex please add anything below once you are back in the office tomorrow:
\/ _
.1_
_I
_l_ 1_
1. res, tnese supporter numoers are oasea on past researcn, out aiso current researcn, as we
have a minimum of 30,000 people completing ongoing issues-based surveys per month, every
month, probing nuances in their interest in gun rights, which makes our models more and
more accurate every month.
2. These supporter numbers are therefore obtained from accurate modelled data, which
identifies at least 100 of the most important variables that are predictive as to whether
someone supports gun rights.
3. Unlike i360, we do not only understand if someone is supporting the second amendment, but
we know WHY, as our surveys ask the respondent's reasoning to be interested in gun rights,
such as: the right to bear arms, right to self defence, right to hunt, against federal government
background checks, against assault weapons ban, etc (elaborated in the attached document)
I hope that helps! Alex and/or Pascal can jump in tomorrow with any further details.
Best wishes,
Brittany
Re: Herald Group (NRA)
BRG-000007920
Re: Herald Group (NRA)
From:
To:
Cc:
Date:
Mon, 11 Jan 2016 21:11:12 +0000
This is what worried nne. The proposal you attached only specified Iowa, but something has gone wrong
with client expectations somewhere along the chain. There's no way we can deliver this program across 13
states at a profit. That wouldn't even cover the research component, let alone the time to do the work and
the value of the data they are expecting.
Can we discuss during the operations meeting at 10am est tomorrow? I'll extend the calendar invite
Alex
On 11 Jan 2016 21:02, "Matthew Oczkowski" wrote:
Todd is under the impression that this is going to cover the 13 battlegroup states they identified.
Attached are some documents he sent me that he said were agreed upon.
Let's discuss prior to this call.
On 11 January 2016 at 10:52, Matthew Hunter wrote;
Todd is sending the invite, you should have shortly. Thanks.
On 11 Jan 2016, at 10:50, Alex Tayler
> wrote:
1. Yes, could you please invite Pere and me to the call?
2. Thanks for the proposal; as long as we clarify that this pilot is only for Iowa we should be
good to go
3. Agreed
4. As long as it is only for one state that should be fine
On 11 January 2016 at 15:10, Matthew Hunter
wrote;
1) There is call with the client tomorrow 1/12/16 at 4pm EST. Todd was going to send
around a call number, I will get from him this asap and send an invite. Al^ when you and I
discussed this call on Friday you mentioned that you wanted to include Pere and yourself. Has
that changed?
2) As to expectations and what was sold please review the proposal that I am attaching
below. Matt I will come to your office and we can discuss any further conversations that you
or I have had with Todd to make sure we are on the same page.
3) The plan on the call is to discuss timing and expectations. Pricing should be part of that
conversation but the budget that was discussed was between 35-45.
4) Highlights include:
Re: Herald Group (NRA)
BRG-000007920
Nationwide automated survey to id non registered voters interested in the 2nd amendment,
b) focus group of unregistered voters
cj message testing
d) access to a trial version of CA connect for iowa
e) message guidance around psychographic qualities of thenon-registered
The goal of this pilot/test is to build a long-term relationship with the Herald Group and to be
their #1 digital and data provider for their clients, some of these include the NRA, PHARMA,
the Blackstone Group.
M
wrote:
I'm coming into this project after the fact, but the expectations that Todd set with me are
the following (what he is looking to get from us):
1. The want to use our program to replace traditional polling, so the more we can mirror a
traditional polling report the better. (I am a bit confused on the execution of this so I'll
need to get a download to understand how we will get this done)
2. They then want to talk timeline and if we need anything from them to get started.
3. Finally we will talk pricing and what ongoing engagement would look like both in scope
and numbers.
11 Jan 2016. at 09:24. Matthew Oczkowski
If someone can shoot me a quick note and brief me on what was sold to them from our
perspective I can better set expectations with the client.
On 11 January 2016 at 09:02, Julian Wheatland
wrote:
Great
To this point, Hunter has been leading the charge. I’ve volunteered to run the account
management on this project because of my relationship with Todd.
We have a call tomorrow at 4pm EST to discuss and kick off the project.
Re: Herald Group (NRA)
BRG-000007920
On 11 January 2016 at 05:58^ Alex Tavler
What's Qoinq on with this? Weren't we going to have a call with a oroiect manager
and the client to clarifvexoectations and get a statement of work drafted? I might
have missedthe invite for the call, or it might not have been scheduled vet. Could I
Soitseems that the 35-45K is for the surv'
loaded into Connect, along with messaging guidance for Dsychograohic qrouDS
If thev want us to design the creative, and/or run the digital camnaion (not
mentioned) then those will be additional costs.
Is this correct?
Thanks!
Sorry about the confusion regarding the herald group (NRA) -1 just could not
remember the chain of events qoinq back to October. I have out together the
email chain (sans Pascal's resoonses to their ouestionsj that got us to this ooint.
There are 4 oarts to this email. Let me know who to work with in London to get
this back on track.
1) The email I sent Alex outlining the budget that THG proposed for the project:
Begin fonA/arded message:
From: "Matthew F. Hunter''
Subject: Noon Call
Re: Herald Group (NRA)
BRG-000007920
Date: 15 October 2015 at 11:09:23 GMT-4
To:
Alex:
One other thing before we talk on the call. He was guesstimating on the call
that the survey mn around 40K and that if there was a monthly for data it
would be about lOK. These were his numberSf you should have an internal on
cost after the call but wanted to give what he said.
M
Z) Here is a copy of the proposal I sent to THG, it came from Harris MacLoud:
Begin forwarded nnessage:
From: Alexander
Subject: Fwd: herald group proposal
Date: 19 October 2015 at 13:34:15 GMT-4
To: Matthew Hunter
Alexander Nix
Director
SCL Gnou
Re: Herald Group (NRA)
BRG-000007920
This email is confidential and may be privileged. If you are not the intended
recipient or have received this email in error, please notify the sender
immediately and delete this email. Any unauthorized copying, disclosure or
distribution of the material in this email is strictly forbidden. Please note
that any views or opinions presented in this email are solely those of the
author and do not necessarily represent those of the company. Finally, the
recipient should check this email and any attachments for the presence of
viruses. The company accepts no liability for any damage caused by any
virus transmitted by this email.
Please consider the enviri'jnmcnt bsfure printing this
Begin forwarded message:
From: Harris MacLeod
Subject: herald group proposal
Date: 19 October 2015 13:00:26 GMT4
To: Alexander Nix I
ex T ayler
Hello,
Just vtfanted to let you know The Herald Group proposal is all but
completed (draft attached). We're just not entirdy nappy with the
creative examples, so Td like to have another go at that bit and then
get it to you tomorrow if that's alright.
Best,
H
3) Here is the clarification email I sent to Todd:
Begin forwarded message:
From: "Matthew F. Hunter"!
Subject: Re: NRA
Date : 20 October 2015 at 12:45:08 GMT-4
To: Todd Van Etten
Cc: Brittany Kaiser
Dear Todd.
Just a few changes to make it shorter and easier to understand:
Cambridge Analytica combines bespoke research and one of the US's largest
database (which contains up to 5.000 data points on every individual) to
get a comprehensive understanding of who our target audience is, ana how
to engage with them.
They will start with phone-based research within our target audience to gain
further insight on motivations and behavioural drivers. Next,
they utilize focus groups to dig deeper into why these people are
unr^istered, and which types of messages get them to take our desired
action.
Finally, the data obtained from the research is overlaid with their database,
which contains geographic, demographic, lifestyle, and
proprietary psycnographic information to further refine how our target
aucfience responds to different messaging."
Cost: $35,0Q0-$45,0Q0 (based on research and data analytics costs)
Todd Van Etten
/rote:
Thanks Matt.
I obviously had to simplify the messaging greatly, but here's what I
came up with. Let me know if there are any serious changes:
Cambridge Analytica combines traditional polling and outreach with
"big data" to get a much richer picture of just who our
target is, and now to interact with them. They will start with a phone
goU
comprised of a series of yes or no questions to identify our ideal
targets. Next,
they utilize focus groups to dig deeper into why these people are
Re: Herald Group (NRA)
BRG-000007920
unregistered,
and which types of messages get them to take our desired action.
overlay this data with a large amount of geoaraohic demograohic. and
chooraohic information which thev have collected to further refine
ow our
target audience responds to different messagin
Cost: $35.000-$45.000 fbased on 3rd
Todd:
Here is a cleaned up version of the document I sent yesterda'
Matthew
<defau It.vnd. ms-off icetheme>
4) Here the document that Todd sent to the NRA (along with the proposal
prepared by Harris) that compares our numbers to i360s and outlines the data
we can provide.
Re: Herald Group (NRA)
BRG-000007920
Brittany Kaiser, PhD Candidate, MPhil, LLM, MA Hons
This email is confidential and may be privileged. If you are not the intended recipient or
have received this email in error, please notify the sender immediately and delete this
email. Any unauthorized copying, disclosure or distribution of the material in this email is
strictly forbidden. Please note that any views or opinions presented in this email are
solely those of the author and do not necessarily represent those of the company.
Finally, the recipient should check this email and any attachments for the presence of
viruses. The company accepts no liability for any damage caused by any virus
transmitted by this email.
sc c ns t[~. iiv n 1 1 : f ;• t n s ivi
Dr Alex Tayler
Chief Data Officer
Re: Herald Group (NRA)
BRG-000007920
www.cambridgeanalytica.org
Matt Oczkowski
Head of Product
Cambridge Analytica
www.cambridgeanalytica.org
Matt Oczkowski
Head of Product
Cambridge Analytica
www.cambridgeanalytica.org
Dr Alex Tayler
Chief Data Officer
Matt Oczkowski
Head of Product
Cambridge Analytica
www.cambridgeanalvtica.org
cx
CAMBRIDGE
ANALYTICA
THE HERALD GROUP: PARTNERSHIP PROPOSAL FOR A NATIONWIDE SURVEY
1ft The
HeraldGroup
CAMBRIDGE
ANALYTICA
www.cambridgeanalytica.org
PARTNERSHIP PROPOSAL: A NATIONWIDE SURVEY
Cambridge Analytica proposes partnering with The Herald Group to conduct a nationwide survey to
identify non-registered voters for whom the Second Amendment is a priority issue.The Herald Group and
its client can then overlay the GA collected data onto their existing data sets in order to test the integrity of
their models.
The survey, likely conducted via automated IVR calls, will present respondents with a series of statements
with which they can agree or disagree, in order to gain valuable insight that will then feed into the
gualitative element of this research project.
GA also proposes to undertake focus groups of unregistered voters who are strong supporters of the
Second Amendment. The purpose of these focus groups is to dig deeper into why these citizens have
decided not to register to vote, and determine the most effective communicative levers for turning
their support of gun rights into concrete political action. Insight gained from the survey will be used to
formulate a series of messaging concepts, which will then be put to participants in the focus groups in
order to help determine the most resonant communications for engaging with this particular audience.
In addition to the core deliverables outlined above, GA will provIdeThe Herald Group and its client with
a trial version of GA Gonnect, our data management and voter activation platform. GA Gonnect will
come loaded with a fully modeled voter universe for the state of Iowa. This will allow The Herald Group
and its client to identify, visualise, and ultimately connect with Its target audience in the state. Second
Amendment supporters in Iowa will be clustered according to psychographic personality groups, enabling
The Herald Group to segment its target audience in order to formulate campaigns tailored to those
groups.
GA will also provide messaging guidance on how these unigue audiences can be microtargeted in a way
that resonates with their unigue psychographic gualities and ultimately motivates them to act.
The
HeraldGroup
CAMBRIDGE
\y\ ANALYTICA
www.cambridgeanalytica.org
BEHAVIORAL MICROTARGETING™
The more you know about someone, the more
you can understand the best way to engage with
them. Increasingly, voters don't easily fit into the
traditional images of Republican, Democrat or
third party supporters.
Cambridge Analytica's Behavioral
Microtargeting™ goes beyond demographics,
enabling your campaign to identify potential
supporters Irrespective of where they live or any
demographic traits that may have led political
parties to overlook them In the past.
We use vast amounts of data. Including
consumer, lifestyle, census, and voting history, in
order to construct advanced profiles of Individual
voters.
State of the art theoretical psychology Is also
used to guantify voter personality and behavior,
creating full psychographic profiles for every
registered voter In the United States.
Our voter profiles also Include detailed insight
into a target audience's likelihood to turnout to
vote, how persuadable they are, and the Issues
that are most Important to them.
These profiles provide campaigns with a
complete portrait of target groups, allowing you
to better understand your traditional supporters
and also identify and connect with new ones.
Our political messaging specialists help your
campaign craft messages that speak directly to
your target voters' unigue personalities, helping
you to forge a connection with supporters that
will produce real electoral results.
Behavioral Microtargeting™ represents the next
generation of voter messaging and mobilization
DEMOGRAPHIC
POLLING
TRADITIONAL BEHAVIORAL
MICROTARGETING MICROTARGETING™
Static data that shows the general
opinions of broad groups
Predictive models that segment voters
by demographic dimensions
Predictive models that reveal the underlying
psychological triggers of behavior
The
HeraldGroup
C\
CAMBRIDGE
ANALYTICA
www.cambridgeanalytica.org
connect the future of campaigning
Connect is an advanced data management platform designed to help campaigns get the most from their
data. Reponsive and fully interactive data manipulation and visualization tools let campaign managers,
marketing officers and data specialists access, review and generate data at the local, state and national
level.
Connect's multiplatform functionality and real-time data access ensures that teams always have their
fingers on the pulse of their campaigns, wherever they are. Campaign data insights can be further
enhanced with access to Cambridge Analytica's unigue national data sets and market-leading data
models.
UPLOAD
Access I Add your files | Enhance your data
MANIPULATE
Search database | Identify profiles | Segment
QUERY BUILDER > NEW QUERY
VISUALIZE
Chart your data | View maps | Analyze insights
EXPORT
Download new files I Share enhanced lists
The
HeraldGroup
C\
CAMBRIDGE
ANALYTICA
www.cambridgeanalytica.org
PERSONALITY-TARGETED MESSAGING EXAMPLES: SECOND AMENDMENT THEME
High NeuroticismType >
The Second Amendment isn't just
a right. It's an insurance policy.
DEFENDTHE RIGHTTO BEAR ARMS G3P
High Conscientiousness Type >
High Agreeableness Type >
|T . The
^ HeraldGroup
CAMBRIDGE
\,/\ ANALYTICA
www.cambridgeanalytica.org
HeraldGroup
The News Corp. Building, Suite 2703,
E-mail: [email protected]
Tel : -Hi (646) 892 9591
CAMBRIDGE
ANALYTICA
1211 Avenue of the Americas, New York, NY 10036, UNITED STATES of AMERICA
Website: www.cambridgeanalytica.org
Registered in America at Corporation Service Company, 2711 Centerville Road, Suite 400, City of Wilmington, County of New Castle, Delaware, 19808
We need to update the current statement of work with the price above (35k) and make the
proposal out to 'Federal Capital Communications Corporation" instead or the Herald Group. Pere, I
think we should talk directly to go over the specifics to make sure we are on the same page.
2. NSSF (National Shooting Sports Foundation) project
NSSF is a trade organization made up of all the gun manufactures selling in the US. Each year, they
run a large campaign aimed at 'voter education'. They call it voter education to avoid the corporate
proxy tax by directly endorsing any candidates and focusing on issues.
Pat O'Mall^. our contact with access to the money, has beai running this campaign for them since
2002 and it has been almost entirely direct mail. Pat was leveraging a database of fire arms
manufacturing warranty cards (collected by the fire amns companies) to determine his targeting in
key states (millions of people, if they bought a gun, and what kind of gun they bought).
Pat has realized that he needs to modernize this process and this campaign. Here is how our
involvement would work in broad strokes;
1. We would get data from NSSF, Cabelas, Bass Pro Shops, and online gun retailers (every
outdoorsmen or gun customer in 14 targets states - (I can't emphasize now big of a deal this is for
us).
2. We would match this data to our database, model it, enhance it with our gun data, and
determine groups of persuadable voters who support gun rights and also turn them out to vote.
3. The flight of the campaign would be from April-November
4. We have the opportunity to craft an amazing campaign to present to this group to get them to
buy into.
5. We will also be in charge of all of the digital advertising for this campaign.
There are ALOT more details to discuss, but we need to have a meeting on Monday to go through
everything as a team to be able to come up with something. From there, I need to sit down with
the herald group and Pat OMalley to collaborate with them on the moving pieces so we can present
this with a budget to the client.
I don't want us to get overly excited, but this has the potential to be a 3-5m dollar contract for us.
The other upside is we have an opportunity to impress the CEO's of the largest gun companies in
the world. This will require closed loop reporting, research, polling, AB/EV chase, etc.
Matt Oczkowski
Head of Product
Cambridge Analytica
www.cambridgeanalybca.org
Brittany Kaiser , PhD Candidate, MPhil, LLM, MA Hons
Director of Program Development
CONFIDENTIAL TREATMENT REQUESTED
KAISER
Identifying Additional Unregistered Second Amendment Supporters
For Targeting by Trigger the Vote
This document is intended to further clarify how the Cambridge Analytica (CA) research project
would identify additional targets for TTV beyond the universe idenfied by 1360.
Cambridge Analytica combines bespoke research and one of the US’s largest databases (which
contains up to 5,000 data points on every individual) to get a comprehensive understanding of
who our target audience is, and how to engage with them. They will start with phone-based
research within our target audience to gain further insight on motivations and behavioral drivers.
Next, they utilize focus groups to dig deeper into why these people are unregistered, and which
types of messages get them to take our desired action. Finally, the data obtained from the
research is overlaid with their database, which contains geographic, demographic, lifestyle, and
proprietary psychographic information to further refine how our target audience responds to
different messaging.
Cost: $35,000-$45,000 (based on research and data analytics costs)
Q&A:
What is the size of the nationai popuiation known to CA who are pro-Second Amendment and
not registered to vote? How did you determine if someone is not registered to vote, and if they
support the Second Amendment?
Our analysis begins by identifying
non-registered voters as those
people present in the national credit
file who are not in the voter file.
Second Amendment supporter
numbers are then based on both
past and ongoing research; CA has
a minimum of 30,000 people
completing ongoing issues-based
surveys per month, every month.
These surveys probe nuances in
their interest in gun rights, which
makes our models more and more
accurate every month. (It also
means numbers may fluctuate as
more research is done, and/or voter
files are updated.)
Target
Cambridge
State
1360
Analytica
+/-
Colorado
50,316
79,231
57.47%
Florida
162,618
388,407
138.85%
Iowa
66,738
60,593
Indiana
n/a
137,955
n/a
Missouri
156,990
109,739
North Carolina
116,554
156,369
34.16%
New Hampshire
25,912
16,780
Nevada
23,914
32,115
34.29%
Ohio
226,698
335,517
48.00%
Pennsylvania
216,714
372,356
71.82%
Virginia
133,186
137,042
2.90%
Wisconsin
146,659
143,018
TOTALS
1,326,299
1,969,122
48.47%
These supporter numbers are therefore obtained from modelled data, which identifies at least
100 of the most important variables that are predictive as to whether someone supports gun
rights. Our files thus understand not only if someone is supportive of the Second Amendment,
but also WHY, as our surveys ask the respondent’s specific reasoning, such as: the right to bear
arms, right to self defense, right to hunt, opposition to “assault weapons” bans, magazine
capacity limitations, etc Our algorithms recognize that being a Second Amendment supporter is
not a binary yes/no problem: there are degrees of support, ranging from apathy to staunch
support.
How many of those people are targetable through an online advertising program? Do you have
cookie information for them, or would we be advertising to online personas?
We can match 30-40% of these individuals to cookies using onboarders like Liveramp. We have
60M email addresses tied to PM (personally identifiable information) nationally which we can
also use for cookie matching. Between these two approaches we can match 40-60% of targets.
How do you determine why are they not registered to vote?
We would probe this information in a program of qualitative (focus groups and interviews) and
quantitative (surveys) as part of the research phase of the project.
How do you determine what message (or messages) get them to register?
Our messaging teams will generate creative concepts tailored to the data of each target
segment. We will then test these creative pieces digitally, to see what is driving clicks and
conversations.
From: Matthew F. Hunter
Subject: Re: Questions on the TTV Proposal
Date: November 19, 2015 at 09:31
To: Todd Van Etten
Cc: Brittany Kaisei^^^^^^^^^^l
Pascal Bugnion
Alexander Nix
Alex Tayler
Thanks for the update. Will touch base next week.
M
On 19 Nov 2015, at 10:25, Todd Van Etten wrote:
Hi Matt,
No updates here. We've sent the proposal and recommendations to the client, but I think they're still
hammering out the funding details. We have weekly calls with them and nothing came up on Monday
—I'll be sure to ask for an update on next week's call.
Thanks,
Todd
<319682B6-644F-4011-
9460-
7CC059BlF4D2[22].png>
Todd Van Etten
Chief Digital Strategist, The Herald Group
H u nter"
Date: Thursday, November 19, 2015 at 10:19 AM
, Pascal Bugnion
Subject: Re: Questions on the TTV Proposal
Todd:
Following up on this from last week I wanted to check in to see if you needed anything else from us or
if you have heard feedback from the NRA. Let me know if we can be helpful.
Matthew
Matthew Hunter
TA ramhrirIcTP Analutira
This email is confidential and may be privileged. If you are not the intended recipient or have received
this email in error, please notify the sender immediately and delete this email. Any unauthorized
copying, disclosure or distribution of the material in this email is strictly forbidden. Please note that
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On 13 Nov 2015, at 09:36, Todd Van Etten
This is great, thanks for all your help. I'm compiling a memo to the client now, and hope to send it off
today. I'll let you know if there are any other outstanding questions.
htt p s: //docs.google.eom/document /d /l-nYPDoGI0EWRE7 FZ9JzHaJaV6DiOkbJLvAXdt aRPS/edit?
us p=sharing
Thanks,
Todd
> wrote:
<319682B6-644F-
4011-9460-
7CC059BlF4D2.png>
Todd Van Etten
Chief Digital Strategist, The Herald Group
Ka i se r
Date: Wednesday, November 11, 2015 at 5:51 PM
, Matthew Hunter
Subject: Re: Questions on the TTV Proposal
Dear Todd,
I just wanted to chime in here since it is almost 11PM in London and I am still in the NYC office.
Pascal or Alex please add anything below once you are back in the office tomorrow:
\/ _
.1_
_I
_l_ 1_
1 . res, tnese supporter numoers are oasea on past researcn, out aiso current researcn, as we
have a minimum of 30,000 people completing ongoing issues-based surveys per month, every
month, probing nuances in their interest in gun rights, which makes our models more and
more accurate every month.
2. These supporter numbers are therefore obtained from accurate modelled data, which
identifies at least 100 of the most important variables that are predictive as to whether
someone supports gun rights.
3. Unlike i360, we do not only understand if someone is supporting the second amendment, but
we know WHY, as our surveys ask the respondent's reasoning to be interested in gun rights,
such as: the right to bear arms, right to self defence, right to hunt, against federal government
background checks, against assault weapons ban, etc (elaborated in the attached document)
I hope that helps! Alex and/or Pascal can jump in tomorrow with any further details.
Best wishes,
Brittany
From:
Subject:
Date:
To:
Cc:
Matthew Hunter
Re: Herald Group (NRA)
January 11, 2016 at 17:59
Matthew Oczkowski
Kaiser Alex Tayler
Peregrine Willoughby-Brown Julian Wheatland Julian Wheatland
Alexander < Sabhita
, Livia Krisandova
Everything we have proposed to them has been written or been done by email, the only call where we discussed process and a
conceptual SOW was back on Oct 15, we followed up on that call with a proposal (10/19). According to my notes Alex said we would
focus on one or two states but we would do the survey nationwide because that was cheaper than focusing on one state. The only
communication, other than email, with Todd was Alex T and myself on the call back on Oct. 15. We were given (on 10/19) a list of 12
states that we said we would prioritise based on the strength of the CAdata. We immediately followed with a draft proposal on 10/19
and then a final on 10/20. We also provided voter numbers for the 12 states to Todd on the 19th.
Pascal and Alex T provided additional answers to Todd on 11/11 but that email chain does not indicate a change in the proposal, it just
clarifies methodology and the numbers of 18-34 yo’s who are pro second amendment and not registered to vote.
Matt let's huddle in the AM so talk through what Todd has told you that leads you to believe that he sees this as a 12 state project.
And to echo Brittany's point the proposal he sent to you only mentions Iowa - that is the 10/20 proposal I sent to him.
M
On 11 Jan 2016, at 16:15, Matthew Oczkowski wrote:
I realized one of the docs 1 attached was incorrect. Please see below.
I'm getting caught up to speed on all of this now, so I'm not sure what expectations were set on this prior to my involvement.
On 11 January 2016 at 16:11, Brittany wrote:
Just to point out - the proposal you have attached, written by Harris, outlines only the state of Iowa.
Is there anything else that could have been discussed that would have him think otherwise? We did an initial count of numbers in
each of the 13 states to show we had more people on our file than 1360 did, but since then there was only the single state
proposal.
On 11 January 2016 at 13:02, Matthew Oczkowskiwrote:
Todd is under the impression that this is going to cover the 13 battlegroup states they identified. Attached are some documents
he sent me that he said were agreed upon.
Let's discuss prior to this call.
On 11 January 2016 at 10:52, Matthew wrote:
Todd is sending the invite, you should have shortly. Thanks.
On 11 Jan 2016, at 10:50, Alex Tayler wrote:
1. Yes, could you please invite Pere and me to the call?
2. Thanks for the proposal; as long as we clarify that this pilot is only for Iowa we should be good to go
3. Agreed
4. As long as it is only for one state that should be fine
On 11 January 2016 at 15:10, Matthew Hunter wrote:
1) There is call with the client tomorrow 1/12/1 e at 4pm tbi. loao was going to seno around a call number, I will get
from him this asap and send an invite. Alex when you and I discussed this call on Friday you mentioned that you
wanted to include Pere and yourself. Has that changed?
2) As to expectations and what was sold please review the proposal that I am attaching below. Matt I will come to your
office and we can discuss any further conversations that you or I have had with Todd to make sure we are on the same
page.
3) The plan on the call is to discuss timing and expectations. Pricing should be part of that conversation but the budget
that was discussed was between 35-45.
4) Highlights include:
a) Nationwide automated survey to id non registered voters interested in the 2nd amendment.
b) focus group of unregistered voters
c) message testing
d) access to a trial version of CA connect for iowa
e) message guidance around psychographic qualities of thenon-registered
The goal of this pilot/test is to build a long-term relationship with the Herald Group and to be their #1 digital and data
provider for their clients, some of these include the NBA, PHARMA, the Blackstone Group.
M
On 11 Jan 2016, at 09:24, Matthew wrote:
I'm coming into this project after the fact, but the expectations that Todd set with me are the following (what he is
looking to get from us):
1. The want to use our program to replace traditional polling, so the more we can mirror a traditional polling report the
better. (I am a bit confused on the execution of this so I'll need to get a download to understand how we will get this
done)
2. They then want to talk timeline and if we need anything from them to get started.
3. Finally we will talk pricing and what ongoing engagement would look like both in scope and numbers.
If someone can shoot me a quick note and brief me on what was sold to them from our perspective I can better set
expectations with the client.
On 11 January 2016 at 09:02, Julian Wheatland wrote:
Great
Subject: Re: Herald Group (NRA)
To this point. Hunter has been leading the charge. I've volunteered to run the account management on this project
because of my relationship with Todd.
We have a call tomorrow at 4pm EST to discuss and kick off the project.
On 11 January 2016 at 05:58, Alex wrote:
What's going on with this? Weren't we going to have a call with a project manager and the client to clarify
expectations and get a statement of work drafted? I might have missed the invite for the call, or it might not have
been scheduled yet. Could I get an update?
111^11^&
Alex
On 6 January 2016 at 17:37, Brittany Kaiser
|> wrote:
Excellent Matt, thank you for this.
So it seems that the 35-45K is for the survey, and then data for the State of Iowa loaded into Connect, along
with messaging guidance for psychographic groups.
If they want us to design the creative, and/or run the digital campaign (not mentioned) then those will be
additional costs.
Is this correct?
Thanks I
On 6 January 2016 at 09:28, Matthew Hunter
|> wrote:
Sorry about the confusion regarding the herald group (NBA) -1 just could not remember the chain of
events going back to October. I have put together the email chain (sans Pascal's responses to their
questions) that got us to this point. There are 4 parts to this email. Let me know who to work with in
London to get this back on track.
1) The email I sent Alex outlining the budget that THG proposed for the project:
Begin forwarded message:
"Matthew Hunter"
Subject: Noon Call
Date: 15 October 2015 at 11:09:23 GMT-4
Alex
Alex:
One other thing before we talk on the call. He was guesstimating on the call that the survey run around
40K and that if there was a monthly fee for data it would be about 10K. These were his numbers, you
should have an internal on cost after the call but wanted to give what he said.
M
2) Here is a copy of the proposal I sent to THG, it came from Harris MacLoud:
Begin forwarded message:
From: Alexander Nix
Subject: Fwd: herald group proposal
Date: 19 October 2015 at 13:34:15 GMT-4
To: Matthew Hunter
Alexander Nix
Director
SQL Grou p
scl commercial
scl defence
scl elections
scl social
This email is confidential and may be privileged. If you are not the intended recipient or
have received this email in error, please notify the sender immediately and delete this
email. Any unauthorized copying, disclosure or distribution of the material in this email
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transmitted by this email.
Please consider the environment before printing this e-mail
Begin forwarded message:
From: Harris MacLeod
Subject: herald group proposal
Date: 19 October 2015 13:00:26 GMT-4
To: Alexander Nix
Alex Tayler
Hello,
Just wanted to let you know The Herald Group proposal is all but
completed (draft attached). We're just not entirely happy with the
creative examples, so I’d like to have another go at that bit and then
get it to you tomorrow if that's alright.
Best,
H
3) Here is the clarification email I sent to Todd:
Begin forwarded message:
From: "Matthew F. Hunter"
Subject: Re: NRA
Date: 20 October 2015 at 12:45:08 GMT-4
To: Todd Van Etten
Cc: Brittany Kaiser^^^^^^^^^^^^|
Dear Todd,
Just a few changes to make it shorter and easier to understand:
Cambridge Analytica combines bespoke research and one of the US’s largest
databases (which contains up to 5,000 data points on every individual) to get a
comprehensive understanding of who our target audience is, and how to engage with
them.
They will start with phone-based research within our target audience to gain further
insight on motivations and behavioural drivers. Next,
they utilize focus groups to dig deeper into why these people are unregistered, and
which types of messages get them to take our desired action.
Finally, the data obtained from the research is overlaid with their database, which
contains geographic, demographic, lifestyle, and
proprietary psychographic information to further refine how our target audience
responds to different messaging.
Cost: $35,000-$45,000 (based on research and data analytics costs)
Cn 20 Cct 2015, at 12:37, Todd Van Etten
wrote:
Thanks Matt.
I obviously had to simplify the messaging greatly, but here’s what I
came up with. Let me know if there are any serious changes:
Cambridge Analytica combines traditional polling and outreach with
“big data” to get a much richer picture of just who our
target is, and how to interact with them. They will start with a phone
poll
comprised of a series of yes or no questions to identify our ideal
targets. Next,
they utilize focus groups to dig deeper into why these people are
unregistered,
and which types of messages get them to take our desired action.
Finally, they
overlay this data with a large amount of geographic, demographic,
and
psychographic information which they have collected to further refine
how our
target audience responds to different messaging.
Cost: $35,000-$45,000 (based on 3rd
party data sources)
Todd Van Etten
Chief Digital Strategist, The
Herald Group
On 10/20/15, 9:13 AM, "Matthew F. Hunter"
wrote:
Todd:
Here is a cleaned up version of the document I
sent yesterday.
Matthew
<default.vnd.ms-officetheme>
4) Here the document that Todd sent to the NBA (along with the proposal prepared by Harris) that
compares our numbers to i360s and outlines the data we can provide.
Brittany Kaiser, PhD Candidate, MPhil, LLM, MA Hons
Director of Program Development
CA Cambridge Anaiytica
This email is confidential and may be privileged. If you are not the intended
recipient or have received this email in error, please notify the sender immediately
and delete this email. Any unauthorized copying, disclosure or distribution of the
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represent those of the company. Finally, the recipient should check this email and
any attachments for the presence of viruses. The company accepts no liability for
any damage caused by any virus transmitted by this email.
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Dr Alex Tayler
Chief Data Officer
CA Cambridge Anaiytica
I
Mfltt nn7knw.cjki
Head of Product
Cambridge Analytica
www.cambridaeanalvtica.ora
Matt Oczkowski
Head of Product
Cambridge Analytica
www.cambridgeanalytica.org
Dr Alex Tayler
Chief Data Officer
CA Cambridge Analytica
Matt Oczkowski
Head of Product
Cambridge Analytica
www.cambridgeanalytica.org
Brittany Kaiser, PhD Candidate, MPhil, LLM, MAHons
Director of Program Development
CA Cambridge Anaiytica
This email is confidential and may be privileged. If you are not the intended recipient or have
received this email in error, please notify the sender immediately and delete this email. Any
unauthorized copying, disclosure or distribution of the material in this email is strictly forbidden.
Qloooo +hot on\/ \/ia\A/o r\r r\rtlnlr\no rirQOQnfQ/H In thlo Qmoll ora onlaK/ thnoQ nf tha oiithnr onH /Hn
I I II lUi. C 4 I ly VI^VVO V^l V./|.JII IIV^I lO pi^O^lll^X^ III I.IIIO ^IIIUII C 4 I^ ov^i^iy 1.1 iv./o^ V./l 11 1^ UUI-IIV^I C 4 I l\^
not necessarily represent those of the company. Finally, the recipient should check this email and
any attachments for the presence of viruses. The company accepts no liability for any damage
caused by any virus transmitted by this email.
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Matt Oczkowski
Head of Product
Cambridge Analytica
www.cambridaeanalvtica.ora
<Cambridge Analytica clarification 3 {1).docx>
From: Matthew Oczkowski
Subject: Re: When are you in DC next?
Date: January 14, 2016 at 13:13
To: Brittany Kaiser
Awesome - also to loop back on the first meeting. We are going to do a 'happy hour' meeting at the herald group office at 4pm on the
27th. Ill send you an invite.
We need to prep for it, but it will be more of a conversation and casual.
On 14 January 2016 at 14:06, Brittany Kaiserwrote:
Yes, just awaiting Becki's confirmation of time. I will write to her in response, copying you, so you are looped into the conversation.
On 14 January 2016 at 14:05, Matthew Oczkowskiwrote:
Can you shoot me a calendar invite for the meeting?
On 14 January 2016 at 14:04, Brittany Kaiser^^^^^^^^^^^^^^^^ wrote:
Exactly -1 agree completely. Let's go impress them and see how we can support Becki. She really wants to work with us on this
one.
On 14 January 2016 at 14:03, Matthew Oczkowskiwrote:
Sounds good. We would rather be with McCain anyway. I wouldn't want to upset his people.
On 14 January 2016 at 13:45, Brittany Kaiserwrote:
Great, it would be good for you to be there because I heard his guys are really tough - so to have your support and
technical campaign operations knowledge would be key since Alex Tayler is back in the Uk that week.
As for the race itself, we are not yet contracted with Kelli (and she probably can't afford us). Steve Bannon asked us to
help Kelli Ward because he likes her (Tea Party), so we have pitched her and sent in a proposal. They have not had very
much luck fundraising {500K with 300K in the bank) so they said our proposal was too expensive.
As a courtesy, Al and I went to see her in AZ on Tuesday and we are asking if they have the numbers to afford us. If not,
then we cant go any lower than already proposed.
Sen McCain's campaign is partially being run by Campaign Solutions, so Becki is introducing us for a presentation to his
two key decision makers in DC on the 29th. Either way, we'd rather work with Becki than against her, and McCain's budget
is obviously significant.
Hope that helps!
On 14 January 2016 at 13:23, Matthew Oczkowski wrote:
That may be a good idea for me to go, but why are we pitching McCain if we are working for his primary opponent?
On 14 January 2016 at 12:25, Brittany Kaiserwrote:
Perfect, I will be there.
I have an 11-12AM at the Discovery Channel, and a 2-3PM with National Geographic, so I'm free any other time.
I am also in DC all day the 28th and 29th. We have a McCain campaign meeting with Becki Doatelli and CS on the
29th. Perhaps you want to join?
Best,
B
On 14 January 2016 at 12:05, Matthew Oczkowskiwrote:
Will you be here on the 27th? Todd from The Herald Group would like us to go a presentation to the partners at his
firm and a rep from the NRA - similar to what you've already shown to him.
Just you and I will go over.
On 12 January 2016 at 19:16, Brittany Kaiser^^^^^^^^^^^^^^^^ wrote:
Hey Matt,
Hoping to be in DC Wednesday 20th at the latest.
Anything I can do to help before then? I'm looking at spending the first two weeks of February in DC as well.
Best,
R
Sent from my iPhone
On Jan 12, 2016, at 3:16 PM, Matthew Oczkowski
wrote:
Matt Oczkowski
Head of Product
Cambridge Analytica
www.cambridaeanalvtica.ora
Matt Oczkowski
Head of Product
Cambridge Analytica
www.cambridaeanalvtica.ora
Brittany Kaiser, PhD Candidate, MPhil, LLM, MA Hons
Director of Program Development
This email is confidential and may be privileged. If you are not the intended recipient or
have received this email in error, please notify the sender immediately and delete this
email. Any unauthorized copying, disclosure or distribution of the material in this email is
strictly forbidden. Please note that any views or opinions presented in this email are solely
those of the author and do not necessarily represent those of the company. Finally, the
recipient should check this email and any attachments for the presence of viruses. The
company accepts no liability for any damage caused by any virus transmitted by this
email.
Please consider the environment before printing this e-mail
Matt Oczkowski
Head of Product
Cambridge Analytica
www.cambrid a eanalvtica.or a
Brittany Kaiser, PhD Candidate, MPhil, LLM, MAHons
Director of Program Development
This email is confidential and may be privileged. If you are not the intended recipient or have
received this email in error, please notify the sender immediately and delete this email. Any
unauthorized copying, disclosure or distribution of the material in this email is strictly
forbidden. Please note that any views or opinions presented in this email are solely those of
the author and do not necessarily represent those of the company. Finally, the recipient should
check this email and any attachments for the presence of viruses. The company accepts no
liability for any damage caused by any virus transmitted by this email.
Please consider the environment before printing this e-mail
Matt Oczkowski
Head of Product
Cambridge Analytica
www.cambrid a eanalvtica.or a
Brittany Kaiser, PhD Candidate, MPhil, LLM, MAHons
Director of Program Development
This email is confidential and may be privileged. If you are not the intended recipient or have
received this email in error, please notify the sender immediately and delete this email. Any
unauthorized copying, disclosure or distribution of the material in this email is strictly forbidden.
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do not necessarily represent those of the company. Finally, the recipient should check this email
and any attachments for the presence of viruses. The company accepts no liability for any
damage caused by any virus transmitted by this email.
Please consider the environment before printing this e-mail
Matt Oczkowski
Head of Product
Cambridge Analytica
www.cambridaeanalvtica.ora
Brittany Kaiser, PhD Candidate, MPhil, LLM, MA Hons
Director of Program Development
This email is confidential and may be privileged. If you are not the intended recipient or have received
this email in error, please notify the sender immediately and delete this email. Any unauthorized
copying, disclosure or distribution of the material in this email is strictly forbidden. Please note that
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transmitted by this email.
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Matt Oczkowski
Head of Product
Cambridge Analytica
www.cambridaeanalvtica.ora
From: Peregrine Willoughby-Brown
Sent: Tue, 10 May 2016 19:34:17 +0000
To: Robert Murtfeld
Cc: Robert Murtfeld;Brittany Kaiser;Alexandra Wicksell;Livia Krisandova
Subject: Re: Proposal for American Foreign Service Association
Thanks Robert -1 know who Ackerman McQueen are
Peregrine Willoughby-Brown
Head of Client Projects
SCL Group
scl commercial
scl defence
scl elections
scl social
This email is confidential and may be privileged. If you are not the intended reeipient or have reeeived this email in error,
please notify the sender immediately and delete this email. Any unauthorized eopying, disclosure or distribution of the
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by this email.
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On 10 May 2016 at 20:22, Robert Murtfeld
wrote:
Trade them as one of our clients so that we get an AM client in return. Ackerman
an ad agency, which produces communication platforms in which brands become
journalists. AFSA are a potential fit for this. In any case this is for Alexander Nix to
□via will sort this with him. Thanks all.
McQueen is
their own
decide.
Sent from my BlackBerry
From: Peregrine Willoughby-Brown
Sent: Tuesday, May 10, 2016 3:18 PM
To: Robert Murtfeld
Cc: Brittany Kaiser; Alexandra Wicksell; Livia Krisandova
Subject: Re: Proposal for American Foreign Service Association
I'm working on this proposal now.
Robert - what do you mean by "sell the AFSA further on Friday to Aekermann McQueen"?
Peregrine Willoughby-Brown
Head of Client Projects
SCL Group
scl commercial
scl defence
scl elections
scl social
This email is confidential and may be privileged. If you are not the intended recipient or have received this email in
error, please notify the sender immediately and delete this email. Any unauthorized copying, disclosure or distribution
of the material in this email is strictly forbidden. Please note that any views or opinions presented in this email are
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virus transmitted by this email.
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On 10 May 2016 at 20:17, Robert Murtfeld
Thank you, Brittany.
wrote:
All - note also that I may sell the AFSA further on Friday to Ackermann McQueen. Livia is
in copy.
This is all depends if our principle contact (Barbara Stephenson manages to move large
chunks of money from one budget to the other).
Lefs please coordinate closely. Thank you.
R
On 10 May 2016 at 15:07, Brittany Kaiser
wrote:
Hey guys, can we have an update? Alexandra said the document was done but being
edited/approved.
I'd like to send this over today, but likely Robert and I will need to add some things to
give it more context, so the more time the better.
Let us know and tha nk s
Brittany Kaiser, PhD Candidate, MPhil, LLM, MA Hons
Director of Program Development
This email is confidential and may be privileged. If you are not the intended recipient or have received this email
in error, please notify the sender immediately and delete this email. Any unauthorized copying, disclosure or
distribution of the material in this email is strictly forbidden. Please note that any views or opinions presented in
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liability for any damage caused by any virus transmitted by this email.
Please consider the environment before printing this e-mail
Subject: Re: Human Behav
From: Matthew F. Hunterl
Date: Mon, 21 Sep^^^*
To: Brittany Kaiser^^^^
Cc: Alexander^^^^^^B
Tayler
We exchanged emails but have not found a time that works to meet, our last communication was
Friday. I can try to set it up for the week of the 5th. He is currently the Digital Director at the
Herald Group.
Matthew
On Sep Kaiser
Hey Matt,
Just checking in quickly to see if you recently had that lunch with Todd Van Etten, the co-founder
of Human Behaviour, with Matt Ozkowski (the chief digital officer of the Walker Campaign).
Just curious if you did, and what came of it? I was thinking of getting in touch with him this week
to have a chat in DC the week of Oct 5th.
Best,
B
Brittany Kaiser, PhD Candidate, MPhil, LLM, MA Hons
Director of Program Development
CA Cambridge Analytica
www.cambridgeanalytica.org
This email is confidential and may be privileged. If you are not the intended recipient or have
received this email in error, please notify the sender immediately and delete this email. Any
unauthorized copying, disclosure or distribution of the material in this email is strictly forbidden.
Please note that any views or opinions presented in this email are solely those of the author and do
not necessarily represent those of the company. Finally, the recipient should check this email and
any attachments for the presence of viruses. The company accepts no liability for any damage
caused by any virus transmitted by this email.
Please consider the environment before printing this e-mail
Sorry about that
Colorado
Florida
Iowa
Indiana
Missouri
North Carolina
New Hampshire
BRG-000005436.pdft 1/21/20, 7:48:08 PM]
Nevada
Ohio
Pennsylvania
Virginia
Wiseonsin
-Original Message--
Matthew Hunter
Sent: Friday, October 16, 2015 11:55 AM
To: John Goodwin
Subject: States
Goody:
Following-up on our call, can you send me those states you mentioned.
Hunter
BRG-000005436.pdft 1/21/20, 7:48:08 PM]
Subject; Re: Questions on
From: Matthew F. Hunter
Date: Thu, 19 Nov 2
To: Todd Van Ettei
Cc: Brittany Kaiser
Pascal Bugn
Alex Tayler
Alexander
Todd;
Following up on this from last week I wanted to check in to see if you needed anything else from
us or if you have heard feedback from the NRA. Let me know if we can be helpful.
Matthew
Matthew Hunter
CA Cambridge Analytica
This email is confidential and may be privileged. If you are not the intended recipient or have
received this email in error, please notify the sender immediately and delete this email. Any
unauthorized copying, disclosure or distribution of the material in this email is strictly forbidden.
Please note that any views or opinions presented in this email are solely those of the author and do
not necessarily represent those of the company. Finally, the recipient should check this email and
any attachments for the presence of viruses. The company accepts no liability for any damage
caused by any virus transmitted by this email.
Please consider the environment before printing this e-mail
On 13 Nov 2015, at 09:36, Todd Van Ette
This is great, thanks for all your help. I’m compiling a memo to the client now, and hope to send it
off today. I’ll let you know if there are any other outstanding questions.
wrote:
https://docs.google.eom/document/d/l-nYPDoGIOEWRE7_FZ9JzHaJaV6DiOkbJLyAXdt_aRP8/edit?
usp=sharing
Thanks,
Todd
<319682B6-644F-4011-9460-7CC059BlF4D2.png>
Todd Van Etten
Dear Todd,
I just wanted to chime in here since it is almost 11PM in London and I am still in the NYC office.
Pascal or Alex please add anything below once you are back in the office tomorrow:
Yes, these supporter numbers are based on past research, but also current research, as we have a
minimum of 30,000 people completing ongoing issues-based surveys per month, every month,
probing nuances in their interest in gun rights, which makes our models more and more accurate
every month.
These supporter numbers are therefore obtained from accurate modelled data, which identifies at
least 100 of the most important variables that are predictive as to whether someone supports gun
rights.
Unlike i360, we do not only understand if someone is supporting the second amendment, but we
know WHY, as our surveys ask the respondent’s reasoning to be interested in gun rights, such as:
the right to bear arms, right to self defence, right to hunt, against federal government background
checks, against assault weapons ban, etc (elaborated in the attached document)
I hope that helps! Alex and/or Pascal can jump in tomorrow with any further details.
Best wishes.
Brittany
Subject: Re: Herald Group
From: Matthew Oczkowski
Date: Mon, 11 Ja
To: Alex Tayler
Cc: Brittany Kai
Matthew Hunter
Julian Wheatlan
Nix Alexande
Sabhita Raju
Livia Krisand
To this point, Hunter has been leading the charge. I've volunteered to run the account
management on this project because of my relationship with Todd.
We have a call tomorrow at 4pm EST to discuss and kick off the project.
On 11 January 2016 at 05:58, Alex Tayler
What's going on with this? Weren't we goi
wrote:
and the client to
clarify expectations and get a statement of work drafted? I might have missed the invite for the
call, or it might not have been scheduled yet. Could I get an update?
Thanks
Alex
On 6 January 2016 at 17:37, Brittany
Excellent Matt, thank you for this.
wrote:
So it seems that the 35-45K is for the survey, and then data for the State of Iowa loaded into
Connect, along with messaging guidance for psychographic groups.
If they want us to design the creative, and/or run the digital campaign (not mentioned) then those
will be additional costs.
Is this correct?
Thanks!
On 6 January 2016 at 09:28, Matthew Hunter
wrote:
Sorry about the confusion regarding the herald group (NRA) - I Just could not remember the chain
of events going back to October. I have put together the email chain (sans Pascal’s responses to
their questions) that got us to this point. There are 4 parts to this email. Let me know who to work
with in London to get this back on track.
1) The email I sent Alex outlining the budget that THG proposed for the project:
Begin forwarded message:
H u nte
Subject: Noon Call
Date: 15 October 2015 at 11:09:23 GMT-4
Alex Tayler
Alex:
One other thing before we talk on the call. He was guesstimating on the call that the survey run
around 40K and that if there was a monthly fee for data it would be about lOK. These were his
numbers, you should have an internal on cost after the call but wanted to give what he said.
M
2) Here is a copy of the proposal I sent to THG, it came from Harris MacLoud:
Begin forwarded message:
Alexander Nix
Subject: Fwd: herald group proposal
Date: 19 October 2015 at 13:34:15 GMT-4
Matthew Hunter
Alexander Nix
Director
SCL Group
scl commercial
scl defence
scl elections
scl social
This email is confidential and may be privileged. If you are not the intended recipient or have
received this email in error, please notify the sender immediately and delete this email. Any
unauthorized copying, disclosure or distribution of the material in this email is strictly forbidden.
Please note that any views or opinions presented in this email are solely those of the author and do
not necessarily represent those of the company. Finally, the recipient should check this email and
any attachments for the presence of viruses. The company accepts no liability for any damage
caused by any virus transmitted by this email.
Please consider the environment before printing this e-mail
Begin forwarded message:
MacLeod
Subject: herald group proposal
Date: 19 October 2015 13:00:26 GMT-4
Alexander Nix
Hello,
Just wanted to let you know The Herald Group proposal is all but completed (draft attached). We’
Just not entirely happy with the creative examples, so I’d like to have another go at that bit and
then get it to you tomorrow if that’s alright.
Best,
H
3) Here is the clarification email I sent to Todd:
Begin forwarded message:
From: "Matthew F. Hunter"
Subject: Re: NRA
Date: 20 October 2015 at 12:45:08 GMT-4
To: Todd Van Etten
Cc: Brittany Kaiser
Dear Todd,
Just a few changes to make it shorter and easier to understand:
Cambridge Analytica combines bespoke research and one of the US’s largest databases (which
contains up to 5,000 data points on every individual) to get a comprehensive understanding of
who our target audience is, and how to engage with them.
They will start with phone-based research within our target audience to gain further insight on
motivations and behavioural drivers. Next,
they utilize focus groups to dig deeper into why these people are unregistered, and which types of
messages get them to take our desired action.
Finally, the data obtained from the research is overlaid with their database, which contains
geographic, demographic, lifestyle, and
proprietary psychographic information to further refine how our target audience responds to
different messaging.
Cost: $35,000-$45,000 (based on research and data analytics costs)
On 20 Oct Van Etten
Thanks Matt.
I obviously had to simplify the messaging greatly, but here’s what I came up with. Let me know if
there are any serious changes:
Cambridge Analytica combines traditional polling and outreach with “big data” to get a much richer
picture of Just who our
target is, and how to interact with them. They will start with a phone poll
comprised of a series of yes or no questions to identify our ideal targets. Next,
they utilize focus groups to dig deeper into why these people are unregistered,
and which types of messages get them to take our desired action. Finally, they
overlay this data with a large amount of geographic, demographic, and
psychographic information which they have collected to further refine how our
target audience responds to different messaging.
Cost: $35,000-$45,000 (based on 3rd
party data sources)
Todd Van Etten
Chief Digital Strategist, The
On 10/20/15, 9:13 AM,
"Matthew F. Hunter"
wrote:
Todd:
Here is a cleaned up version of the document I sent yesterday.
Matthew
<default.vnd.ms-officetheme>
4) Here the document that Todd sent to the NRA (along with the proposal prepared by Harris) that
compares our numbers to i360s and outlines the data we can provide.
Brittany Kaiser, PhD Candidate, MPhil, LLM, MA Hons
Director of Program Development
This email is confidential and may be privileged. If you are not the intended recipient or have
received this email in error, please notify the sender immediately and delete this email. Any
unauthorized copying, disclosure or distribution of the material in this email is strictly forbidden.
Please note that any views or opinions presented in this email are solely those of the author and do
not necessarily represent those of the company. Finally, the recipient should check this email and
any attachments for the presence of viruses. The company accepts no liability for any damage
caused by any virus transmitted by this email.
Please consider the environment before printing this e-mail
Dr Alex Tayler
Chief Data Officer
CA Cambridge Analytica
www.cambridgeanalytica.org
Matt OczkowskiHead of Product
Cambridge Analytica
www.cambridgeanalytica.org
Re: Herald Group (NRA)
BRG-000007920
Re: Herald Group (NRA)
From:
To:
Cc:
Date:
Mon, 11 Jan 2016 21:11:12 +0000
This is what worried me. The proposal you attached only specified Iowa, but something has gone wrong
with client expectations somewhere along the chain. There's no way we can deliver this program across 13
states at a profit. That wouldn't even cover the research component, let alone the time to do the work and
the value of the data they are expecting.
Can we discuss during the operations meeting at 10am est tomorrow? I'll extend the calendar invite
Alex
On 11 Jan 2016 21:02, "Matthew Oczkowski" wrote:
Todd is under the impression that this is going to cover the 13 battlegroup states they identified.
Attached are some documents he sent me that he said were agreed upon.
Let's discuss prior to this call.
On 11 January 2016 at 10:52, Matthew Hunter wrote;
Todd is sending the invite, you should have shortly. Thanks.
On 11 Jan 2016, at 10:50, Alex Tayler
> wrote:
1. Yes, could you please invite Pere and me to the call?
2. Thanks for the proposal; as long as we clarify that this pilot is only for Iowa we should be
good to go
3. Agreed
4. As long as it is only for one state that should be fine
On 11 January 2016 at 15:10, Matthew Hunter
wrote;
1) There is call with the client tomorrow 1/12/16 at 4pm EST. Todd was going to send
around a call number, I will get from him this asap and send an invite. Al^ when you and I
discussed this call on Friday you mentioned that you wanted to include Pere and yourself. Has
that changed?
2) As to expectations and what was sold please review the proposal that I am attaching
below. Matt I will come to your office and we can discuss any further conversations that you
or I have had with Todd to make sure we are on the same page.
3) The plan on the call is to discuss timing and expectations. Pricing should be part of that
conversation but the budget that was discussed was between 35-45.
4) Highlights include:
Re: Herald Group (NRA)
BRG-000007920
Nationwide automated survey to id non registered voters interested in the 2nd amendment,
b) focus group of unregistered voters
cj message testing
d) access to a trial version of CA connect for iowa
e) message guidance around psychographic qualities of thenon-registered
The goal of this pilot/test is to build a long-term relationship with the Herald Group and to be
their #1 digital and data provider for their clients, some of these include the NRA, PHARMA,
the Blackstone Group.
M
wrote:
I'm coming into this project after the fact, but the expectations that Todd set with me are
the following (what he is looking to get from us):
1. The want to use our program to replace traditional polling, so the more we can mirror a
traditional polling report the better. (I am a bit confused on the execution of this so I'll
need to get a download to understand how we will get this done)
2. They then want to talk timeline and if we need anything from them to get started.
3. Finally we will talk pricing and what ongoing engagement would look like both in scope
and numbers.
11 Jan 2016. at 09:24. Matthew Oczkowski
If someone can shoot me a quick note and brief me on what was sold to them from our
perspective I can better set expectations with the client.
On 11 January 2016 at 09:02, Julian Wheatland
wrote:
Great
To this point, Hunter has been leading the charge. I’ve volunteered to run the account
management on this project because of my relationship with Todd.
We have a call tomorrow at 4pm EST to discuss and kick off the project.
Re: Herald Group (NRA)
BRG-000007920
On 11 January 2016 at 05:58^ Alex Tavler
What's Qoinq on with this? Weren't we going to have a call with a oroiect manager
and the client to clarifvexoectations and get a statement of work drafted? I might
have missedthe invite for the call, or it might not have been scheduled vet. Could I
Soitseems that the 35-45K is for the surv'
loaded into Connect, along with messaging guidance for Dsychograohic qrouDS
If thev want us to design the creative, and/or run the digital camnaion (not
mentioned) then those will be additional costs.
Is this correct?
Thanks!
Sorry about the confusion regarding the herald group (NRA) -1 just could not
remember the chain of events qoinq back to October. I have out together the
email chain (sans Pascal's resoonses to their ouestionsj that got us to this ooint.
There are 4 oarts to this email. Let me know who to work with in London to get
this back on track.
1) The email I sent Alex outlining the budget that THG proposed for the project:
Begin fonA/arded message:
From: "Matthew F. Hunter''
Subject: Noon Call
Re: Herald Group (NRA)
BRG-000007920
Date: 15 October 2015 at 11:09:23 GMT-4
To:
Alex:
One other thing before we talk on the call. He was guesstimating on the call
that the survey mn around 40K and that if there was a monthly for data it
would be about lOK. These were his numberSf you should have an internal on
cost after the call but wanted to give what he said.
M
Z) Here is a copy of the proposal I sent to THG, it came from Harris MacLoud:
Begin forwarded nnessage:
From: Alexander
Subject: Fwd: herald group proposal
Date: 19 October 2015 at 13:34:15 GMT-4
To: Matthew Hunter
Alexander Nix
Director
SCL Gnou
Re: Herald Group (NRA)
BRG-000007920
This email is confidential and may be privileged. If you are not the intended
recipient or have received this email in error, please notify the sender
immediately and delete this email. Any unauthorized copying, disclosure or
distribution of the material in this email is strictly forbidden. Please note
that any views or opinions presented in this email are solely those of the
author and do not necessarily represent those of the company. Finally, the
recipient should check this email and any attachments for the presence of
viruses. The company accepts no liability for any damage caused by any
virus transmitted by this email.
Please consider the enviri'jnmcnt bsfure printing this
Begin forwarded message:
From: Harris MacLeod
Subject: herald group proposal
Date: 19 October 2015 13:00:26 GMT4
To: Alexander Nix I
ex T ayler
Hello,
Just vtfanted to let you know The Herald Group proposal is all but
completed (draft attached). We're just not entirdy nappy with the
creative examples, so Td like to have another go at that bit and then
get it to you tomorrow if that's alright.
Best,
H
3) Here is the clarification email I sent to Todd:
Begin forwarded message:
From: "Matthew F lliiiilii
Subject: Re: NRA
Date : 20 October 2015 at 12:45:08 GMT-4
To: Todd Van Etten
Cc: Brittany Kaiser I
Dear Todd.
Just a few changes to make it shorter and easier to understand:
Cambridge Analytica combines bespoke research and one of the US's largest
database (which contains up to 5.000 data points on every individual) to
get a comprehensive understanding of who our target audience is, ana how
to engage with them.
They will start with phone-based research within our target audience to gain
further insight on motivations and behavioural drivers. Next,
they utilize focus groups to dig deeper into why these people are
unr^istered, and which types of messages get them to take our desired
action.
Finally, the data obtained from the research is overlaid with their database,
which contains geographic, demographic, lifestyle, and
proprietary psycnographic information to further refine how our target
aucfience responds to different messaging."
Cost: $35,0Q0-$45,0Q0 (based on research and data analytics costs)
Todd Van Etten
/rote:
Thanks Matt.
I obviously had to simplify the messaging greatly, but here's what I
came up with. Let me know if there are any serious changes:
Cambridge Analytica combines traditional polling and outreach with
"big data" to get a much richer picture of just who our
target is, and now to interact with them. They will start with a phone
goU
comprised of a series of yes or no questions to identify our ideal
targets. Next,
they utilize focus groups to dig deeper into why these people are
Re: Herald Group (NRA)
BRG-000007920
unregistered,
and which types of messages get them to take our desired action.
overlay this data with a large amount of geoaraohic demograohic. and
chooraohic information which thev have collected to further refine
ow our
target audience responds to different messagin
Cost: $35.000-$45.000 fbased on 3rd
Todd:
Here is a cleaned up version of the document I sent yesterda'
Matthew
<defau It.vnd. ms-off icetheme>
4) Here the document that Todd sent to the NRA (along with the proposal
prepared by Harris) that compares our numbers to i360s and outlines the data
we can provide.
Re: Herald Group (NRA)
BRG-000007920
This email is confidential and may be privileged. If you are not the intended recipient or
have received this email in error, please notify the sender immediately and delete this
email. Any unauthorized copying, disclosure or distribution of the material in this email is
strictly forbidden. Please note that any views or opinions presented in this email are
solely those of the author and do not necessarily represent those of the company.
Finally, the recipient should check this email and any attachments for the presence of
viruses. The company accepts no liability for any damage caused by any virus
transmitted by this email.
sc c ns t[~. iiv n tf ;• t n t:h s ivi
Dr Alex Tayler
Chief Data Officer
Re: Herald Group (NRA)
BRG-000007920
www.cambridgeanalytica.org
Matt Oczkowski
Head of Product
Cambridge Analytica
www.cambridgeanalytica.org
Matt Oczkowski
Head of Product
Cambridge Analytica
www.cambridgeanalytica.org
Dr Alex Tayler
Chief Data Officer
Matt Oczkowski
Head of Product
Cambridge Analytica
www.cambridgeanalvtica.org
Re: Herald Group (NRA)
BRG-000007920
Re: Herald Group (NRA)
From:
To:
Cc:
Date:
Mon, 11 Jan 2016 21:11:12 +0000
This is what worried nne. The proposal you attached only specified Iowa, but something has gone wrong
with client expectations somewhere along the chain. There's no way we can deliver this program across 13
states at a profit. That wouldn't even cover the research component, let alone the time to do the work and
the value of the data they are expecting.
Can we discuss during the operations meeting at 10am est tomorrow? I'll extend the calendar invite
Alex
On 11 Jan 2016 21:02, "Matthew Oczkowski" wrote:
Todd is under the impression that this is going to cover the 13 battlegroup states they identified.
Attached are some documents he sent me that he said were agreed upon.
Let's discuss prior to this call.
On 11 January 2016 at 10:52, Matthew Hunter wrote;
Todd is sending the invite, you should have shortly. Thanks.
On 11 Jan 2016, at 10:50, Alex Tayler
> wrote:
1. Yes, could you please invite Pere and me to the call?
2. Thanks for the proposal; as long as we clarify that this pilot is only for Iowa we should be
good to go
3. Agreed
4. As long as it is only for one state that should be fine
On 11 January 2016 at 15:10, Matthew Hunter
wrote;
1) There is call with the client tomorrow 1/12/16 at 4pm EST. Todd was going to send
around a call number, I will get from him this asap and send an invite. Al^ when you and I
discussed this call on Friday you mentioned that you wanted to include Pere and yourself. Has
that changed?
2) As to expectations and what was sold please review the proposal that I am attaching
below. Matt I will come to your office and we can discuss any further conversations that you
or I have had with Todd to make sure we are on the same page.
3) The plan on the call is to discuss timing and expectations. Pricing should be part of that
conversation but the budget that was discussed was between 35-45.
4) Highlights include:
Re: Herald Group (NRA)
BRG-000007920
Nationwide automated survey to id non registered voters interested in the 2nd amendment,
b) focus group of unregistered voters
cj message testing
d) access to a trial version of CA connect for iowa
e) message guidance around psychographic qualities of thenon-registered
The goal of this pilot/test is to build a long-term relationship with the Herald Group and to be
their #1 digital and data provider for their clients, some of these include the NRA, PHARMA,
the Blackstone Group.
M
wrote:
I'm coming into this project after the fact, but the expectations that Todd set with me are
the following (what he is looking to get from us):
1. The want to use our program to replace traditional polling, so the more we can mirror a
traditional polling report the better. (I am a bit confused on the execution of this so I'll
need to get a download to understand how we will get this done)
2. They then want to talk timeline and if we need anything from them to get started.
3. Finally we will talk pricing and what ongoing engagement would look like both in scope
and numbers.
11 Jan 2016. at 09:24. Matthew Oczkowski
If someone can shoot me a quick note and brief me on what was sold to them from our
perspective I can better set expectations with the client.
On 11 January 2016 at 09:02, Julian Wheatland
wrote:
Great
To this point, Hunter has been leading the charge. I’ve volunteered to run the account
management on this project because of my relationship with Todd.
We have a call tomorrow at 4pm EST to discuss and kick off the project.
Re: Herald Group (NRA)
BRG-000007920
On 11 January 2016 at 05:58^ Alex Tavler
What's Qoinq on with this? Weren't we going to have a call with a oroiect manager
and the client to clarifvexoectations and get a statement of work drafted? I might
have missedthe invite for the call, or it might not have been scheduled vet. Could I
Soitseems that the 35-45K is for the surv'
loaded into Connect, along with messaging guidance for Dsychograohic qrouDS
If thev want us to design the creative, and/or run the digital camnaion (not
mentioned) then those will be additional costs.
Is this correct?
Thanks!
Sorry about the confusion regarding the herald group (NRA) -1 just could not
remember the chain of events qoinq back to October. I have out together the
email chain (sans Pascal's resoonses to their ouestionsj that got us to this ooint.
There are 4 oarts to this email. Let me know who to work with in London to get
this back on track.
1) The email I sent Alex outlining the budget that THG proposed for the project:
Begin fonA/arded message:
From: "Matthew F. Hunter''
Subject: Noon Call
Re: Herald Group (NRA)
BRG-000007920
Date: 15 October 2015 at 11:09:23 GMT-4
To:
Alex:
One other thing before we talk on the call. He was guesstimating on the call
that the survey mn around 40K and that if there was a monthly for data it
would be about lOK. These were his numberSf you should have an internal on
cost after the call but wanted to give what he said.
M
Z) Here is a copy of the proposal I sent to THG, it came from Harris MacLoud:
Begin forwarded nnessage:
From: Alexander
Subject: Fwd: herald group proposal
Date: 19 October 2015 at 13:34:15 GMT-4
To: Matthew Hunter
Alexander Nix
Director
SCL Gnou
Re: Herald Group (NRA)
BRG-000007920
This email is confidential and may be privileged. If you are not the intended
recipient or have received this email in error, please notify the sender
immediately and delete this email. Any unauthorized copying, disclosure or
distribution of the material in this email is strictly forbidden. Please note
that any views or opinions presented in this email are solely those of the
author and do not necessarily represent those of the company. Finally, the
recipient should check this email and any attachments for the presence of
viruses. The company accepts no liability for any damage caused by any
virus transmitted by this email.
Please consider the enviri'jnmcnt bsfure printing this
Begin forwarded message:
From: Harris MacLeod
Subject: herald group proposal
Date: 19 October 2015 13:00:26 GMT4
To: Alexander Nix I
ex T ayler
Hello,
Just vtfanted to let you know The Herald Group proposal is all but
completed (draft attached). We're just not entirdy nappy with the
creative examples, so Td like to have another go at that bit and then
get it to you tomorrow if that's alright.
Best,
H
3) Here is the clarification email I sent to Todd:
Begin forwarded message:
From: "Matthew F lliiiilii
Subject: Re: NRA
Date : 20 October 2015 at 12:45:08 GMT-4
To: Todd Van Etten
Cc: Brittany Kaiser
Dear Todd.
Just a few changes to make it shorter and easier to understand:
Cambridge Analytica combines bespoke research and one of the US's largest
database (which contains up to 5.000 data points on every individual) to
get a comprehensive understanding of who our target audience is, ana how
to engage with them.
They will start with phone-based research within our target audience to gain
further insight on motivations and behavioural drivers. Next,
they utilize focus groups to dig deeper into why these people are
unr^istered, and which types of messages get them to take our desired
action.
Finally, the data obtained from the research is overlaid with their database,
which contains geographic, demographic, lifestyle, and
proprietary psycnographic information to further refine how our target
aucfience responds to different messaging."
Cost: $35,0Q0-$45,0Q0 (based on research and data analytics costs)
Todd Van Etten
/rote:
Thanks Matt.
I obviously had to simplify the messaging greatly, but here's what I
came up with. Let me know if there are any serious changes:
Cambridge Analytica combines traditional polling and outreach with
"big data" to get a much richer picture of just who our
target is, and now to interact with them. They will start with a phone
goU
comprised of a series of yes or no questions to identify our ideal
targets. Next,
they utilize focus groups to dig deeper into why these people are
Re: Herald Group (NRA)
BRG-000007920
unregistered,
and which types of messages get them to take our desired action.
overlay this data with a large amount of geoaraohic demograohic. and
chooraohic information which thev have collected to further refine
ow our
target audience responds to different messagin
Cost: $35.000-$45.000 fbased on 3rd
Todd:
Here is a cleaned up version of the document I sent yesterda'
Matthew
<defau It.vnd. ms-off icetheme>
4) Here the document that Todd sent to the NRA (along with the proposal
prepared by Harris) that compares our numbers to i360s and outlines the data
we can provide.
Re: Herald Group (NRA)
BRG-000007920
Brittany Kaiser, PhD Candidate, MPhil, LLM, MA Hons
This email is confidential and may be privileged. If you are not the intended recipient or
have received this email in error, please notify the sender immediately and delete this
email. Any unauthorized copying, disclosure or distribution of the material in this email is
strictly forbidden. Please note that any views or opinions presented in this email are
solely those of the author and do not necessarily represent those of the company.
Finally, the recipient should check this email and any attachments for the presence of
viruses. The company accepts no liability for any damage caused by any virus
transmitted by this email.
sc c ns t[~. iiv n 1 1 : f ;• t n s ivi
Dr Alex Tayler
Chief Data Officer
Re: Herald Group (NRA)
BRG-000007920
www.cambridgeanalytica.org
Matt Oczkowski
Head of Product
Cambridge Analytica
www.cambridgeanalytica.org
Matt Oczkowski
Head of Product
Cambridge Analytica
www.cambridgeanalytica.org
Dr Alex Tayler
Chief Data Officer
Matt Oczkowski
Head of Product
Cambridge Analytica
www.cambridgeanalytica.org
Subject: Re: Business
From: Alexander Nix[
Date: Mon, 25 Jan 2
To: Brittany Kaiserl
Im sorry BrittanyBut this simply is not the case
Leave.ED TAA - Steve Bannon
Humane Society - Bob Bailie / Alexander Nix
KTPl - Rebekah Mercer / Alexander Nix
PCI - Matt Hunter
Consensus Communications - Matt Hunter
Herald Group NRA project - Matt Hunter
Alexander Nix
CEO
CA Cambridge Analytica
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On 25 Jan 2016, at 15:21, Brittany Kaiser
> wrote:
Hi Alexander,
Thanks for the straight talk earlier. In the lead up to the sales conference, I want to highlight my
value in CA's US marketing strategy and would have preferred to prepare for that chat instead of
Jump in without any notes.
Upon reflection I'd like to point out paid business that I was integral in pitching, negotiating
and/or closing for CA in the past 6 months:
Leave.EU TAA - Signed and completed - £40K / $64K
Humane Society - $50K
KTPl - $300K +
PCI - $26K
Consensus Communications - $60K
Herald Group NRA project - $45K
In addition to the above, I was integral in pushing for us to explore TV targeting as well as a PR
strategy which have both been lucrative so far (and will prove to be for years to come).
With tens of hot leads in the fire I expect this number to grow significantly in the coming months,
and with a coordinated sales team strategy this is sure to grow faster than the past two quarters.
All advice always welcomed, and I look forward to the sales conference next Wednesday.
Thanks again.
B
Brittany Kaiser, PhD Candidate, MPhil, LLM, MA Hons
Director of Program Development
London, UK
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Subject: Re: SOW Follow-up
From: Matthew Oczkowskil
Date: Thu, 28 Jan
To: Brittany Kaiser^^^^l
No word from them yet - let's chat tomorrow
Sent from my iPhone
On Jan 28, 2016, at 5:40 PM, Brittany Kaiser
wrote:
Hey Matt,
Just checking in to see if we can work together tomorrow on the Herald Group follow-up
document.
Did you hear anything about what they want, or should we put something together to send
regardless?
Oh and Becki no longer needs to see at at 1PM before McCain, I'll forward correspondence on her
advice for us Just now.
Thanks!
B
Brittany Kaiser, PhD Candidate, MPhil, LLM, MA Hons
Director of Program Development
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Subject: RE; Contracts
From: Krystyna Zawal
Date: Wed, 17 Feb
To: Brittany Kaiser^l
Thanks Brittany.
From: Brittany Kaiser
Sent: 17 February 2
To: Krystyna Zawal I
Subject: Re; ContraP
Thanks K, Please see below:
Joe Heck - meeting next Wednesday, will confirm with you. If they want to go ahead it will be 50K
for the first month
NRCC - Matt 0 is leading on this now, I will check with him
Paul Singer - Will check in with Livia, Alexander on this one
Herald Group - Turned in SOW on Monday, so hopefully this will be an invoice for 35K this month
Others:
Bob Huff - First month 30K (likely to close next week)
Denise Gitscham - lOK per month (likely to close next week)
X
On 17 February 2016 at 12:58, Krystyna Zawal
Hi Brittany
wrote:
Are we iikeiy to invoice anyone this month? i have a bunch of ciients in my Feb projections iike Joe
Heck, NRCC, Paui Singer, The Heraid Group. Are any of them iikeiy to happen?
Krystyna
Brittany Kaiser, PhD Candidate, MPhii, LLM, MA Hons
Director of Program Deveiopment
www.cambridgeanaiytica.org
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From; Matthew Hunter
Date; Tue, 23 Feb 2016 1 6;23;25 +0000
To; Matthew Oczkowski
Cc; Peregrine Wil loughby-Browti^^B
Brittany Kaiser
Matt;
Do you know what projeet manager has been assigned to handle The Herald Group/NRA/FCCC voter project? 1 know
you are overseeing but wanted to see who will be running point.
Also, now that they have given us the green light - should have that person connect with Todd/Patrick as well as move
to the invoicing stage? Have Todd or Patrick given us the start date?
Thanks,
Matthew
Subject; Fwd; UPDATE on
From: Matthew F. Hunter
Date: Fri, 02 Oct
To; Brittany Kaiser^^H
America Rising address and others below...
Begin forwarded message:
H u nte r"
Subject: Re: UPDATE on DC Schedule (7-8 October)
Date: 1 October 2015 09:42:09 GMT-4
Cc: Alexander Nix
I forgot to add, I will be adding Bush’s SuperPAC Right to Rise on Thursday afternoon as well.
Matthew
On Matthew Hunter wrote;
I have added Matt Rhodes, CEO of America Rising, to the calendar on October 7 and moved Todd
Van Etten from The Herald Group to 9am. I have also moved Sean Spicer from Wednesday to
Thursday...the schedule was getting a packed on Wednesday.
I am basing all of this on the open schedule spots that I can see on the calendar. If anything has
been added please let me know. We are getting inside the window where it makes it more difficult
to move meetings.
I am also planning on adding Matt Schlapp from ACU and a possible Rubio meeting to the
schedule.
Current Schedule:
Wednesday 7 October
9:00 AM
11:00 AM
3:00 PM
Eileen Braden
s & Federation Relations (Chief Digital Strategist)
4:15 PM
Matt Rhodes
Thursday 8 October
10:00 AM
Frank Sadler, Carly Fiorina
TBD
11:00 AM
Mark Stevenson
TBD
1:30 PM
Sean Spicer
NC
Matthew
Subject: NDA
From: Todd Van Etten
Date: Wed, 07 Oct 2015 15:08:35 +0000
To: Brittany Kaiser
Cc: Matthew F. Hunter
Kasia Mulligan
Hi Guys,A
Thanks for the presentation this morning, you have some pretty impressive capabilities. As 1 mentioned we have an
existing client for whom 1 think your product could be a great fit. I've attached an NDA here—would you mind signing
on your end, then we can set up a call to discuss?A
Thanks,A
Todd
{heraldlogoemail .gif}
Todd Van Etten
Chief Digital Strategist, The Herald Group
Subject: FW: NDA
From: Todd Van Etten
Date: Wed, 14 Oct
To: Brittany Kaiser|
Cc: Matthew F. Hui
Hi All,
Following up on the email below. Do you have some time this week to discuss?
Thanks,
Todd
> > > > —
Todd Van Etten
From: Todd Van Etten
Date: Wednesday, October 7, 2015 at 11:08 AM
To: Brittany Kaiser
Cc: "Matthew F. Hunter", Kasia Mulligan
Subject: NDA
Hi Guys,
Thanks for the presentation this morning, you have some pretty impressive capabilities. As I
mentioned we have an existing client for whom I think your product could be a great fit. I've
attached an NDA here—would you mind signing on your end, then we can set up a call to discuss?
Thanks,
Todd
{herald_logo_email.gif}
Todd Van Etten
Chief Digital Strategist, The Herald Group
Subject: The Herald Grou p: Follow-U
From: Matthew F. Hunter
Date: Thu, 15 Oct 2015 12:44:45 +0000
To: Alex Tayler
Brittany Kaiser
Alexander Nix
I spoke to Todd Van Etten at The Herald Group. Following-up on the NDA we signed with them last week, they would
like to discuss with us a project they are working on for the NRA. They would for us to provide an estimate providing
data as well as to conduct a survey of those that are supporters of gun rights but are not registered to vote.
Also, he is interested in a long term relationship with CA where he could have access to our data and could use the
dashboard to pull down information as needed. He asked me if we priced access as a monthly subscription.
Alex Tayler - Would it be possible for you to do a call with Todd in the next 24 hours so he can walk through exactly
what he needs, he will present the CA proposal to the NRA on Tuesday. How does your schedule look?
Matthew
P.S. - Todd is a former business partner of Matt Ozckowski and they are close friends. Matt stays at Todd's house when
he is in DC.
Excellent, I will get it scheduled once I have my next proposal in with Shore Chan and the next call
with Southwest.
A likely trip for first or second week of February since the diary is packed before then.
Thanks!
Sent from my iPhone
On Jan 9:08 AM, Duke Perrucci wrote;
Then Just go for it.
Ackerman - yes - we go see them probably twice a year.
On Fri,Jan 9:41 AM, Brittany wrote;
I thought we often went to see Ackermann
We have potential follow ups with Southwest Airlines and Shore Chan in Dallas and then Cycorp in
Austin.
Best,
B
On 6 January Duke Perrucci wrote;
I don't know. I don't think we have
On Fri,Jan 6, 2017 at 9;17 AM, Brittany Kaiser
Yes, here safely! Had some great meetings yes
> wrote;
Do you know next time we will have a team going to Dallas? I have meeting/presentation requests
in Dallas and Austin.
Best,
B
On 6 January 2017 at 06:00, Duke Perrucci
Thanks B. You arrive OK?
> wrote:
On Thu, Jan 5, 2017 11:26 AM, Brittany Kaiser wrote:
Thank you, I totally agree! Some people are of
such a bespoke project usually will be, and it definitely leads to confusion over the value or
efficacy of our work.
This is very helpful, let me know how we are moving forward, as we are very happy to help input
into what our clients seems to usually ask for and what the main products should hopefully be, etc.
Best,
B
On 4 January 2017 at 15:41, Duke Perrucci
Guys - I just handed this to Julian and Alex
wrote:
Duke
Duke Perrucci
Chief Revenue Officer
Brittany Kaiser, PhD Candidate, MPhil, LLM, MA Hons
Director of Program Development
CA Cambridge Analytica
https://cambridgeanalytica.org
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do not use it in any way. Inform the sender and delete it. The author's views and opinions do not
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viruses as the company accepts no liability for any damage caused by this email.
Duke Perrucci
Chief Revenue Officer
Brittany Kaiser, PhD Candidate, MPhil, LLM, MA Hons
Director of Program Development
CA Cambridge Analytica
https://cambridgeanalytica.org
This email and any attachments are confidential. If you have received this message in error, please
do not use it in any way. Inform the sender and delete it. The author's views and opinions do not
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viruses as the company accepts no liability for any damage caused by this email.
Duke Perrucci
Chief Revenue Officer
Brittany Kaiser, PhD Candidate, MPhil, LLM, MA Hons
Director of Program Development
CA Cambridge Analytica
https://cambridgeanalytica.org
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Subject: Re:
From: Matthew F. Hunter
Date: Wed, 18 Nov
To: Alexander Nix
Cc: Brittany Kaiser
Livia Krisandova'
Alexander:
See responses in Red below. I am looking forward to speaking tomorrow.
Matthew
Matthew Hunter
CA Cambridge Analytica
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On 18 Nov 2015, at 07:50, Alexander Nix
> wrote:
Thanks for this Matt
Please see my comments below:
On Nov Matthew Hunter wrote:
Hi:Been following up on a couple fronts:
1) RNC - Voter Reg outreach to outside groups - trying to set a meeting with the contacts that they
gave us as well as a meeting with the internal media and targeting groups. I should have those for
when you and Brittany are back.
Meeting with John Black was 14 days ago - it was left that he was going to revert to us with a
decision on whether they wanted to move forward on a success fee basis, and what they were
prepared to pay per registered voter. (Have you followed up with John?)
Similarly, Chris Carr was going to put us in touch with Bill Skelly / Engage America, as well as with
Joe Pertain (sp) re registration efforts in NV - (have you spoken to either of these two?)
Yes, I did follow-up with Jon. We have emailed, he has been traveling and I have been trying to
arrange a follow-up for when you are back in town. Chris did connect me. I have spoken to Joe
Cantania and am looking to set-up a call and/pr a in person meeting, we have been going back
and forth on dates. I have not spoken to Bill. I left him a message - and a second one today to
connect. I will stay on it.
2) Herald Group - Been going back and forth with Todd and his team. Alex Tayler answered some
questions we needed clarified last week. Waiting on an answer this week.
I understand that Pascal and data team in London have been in contact with Todd and have
answered a series of email questions, following his initial presentation to the NRA.
Todd seemed satisfied with the data / answers that we supplied, but we have not yet received an
update on the progress of the pitch. (Please can you confirm) Todd wassatisfied and there was an
email back and forth as recent at 11/13 (last friday) he was submitting a memo to the NRA and
then awaiting a response. I can touch base with him tomorrow to see if he needs anything from us
beyond what he needed last week.
3) NRCC - Followed up with Targeted Victory and am working to connect again with Tom
Newhouse to get next steps. We need a finance proposal for them - emailed you and Brittany. I
can send another reminder if that is helpful.
Please can you clarify what your follow up with Targeted Victory was - when I met Zack 10 days
ago, he confirmed that he also though that the project was ‘dead’
I do not seem to have a copy of the email re ‘Fina
our email servers), please can you send again to I
because we are migrating
Yes, i will forward ASAP.
4) Florida - A ton of follow-up here is ongoing. From the state party to senate campaigns, to
other candidates, to the meetings I set-up for Brittany and Robert last week. Happy to go into
more details if that is helpful.
Please can you expand on what follow ups you are working on, particularly those that you think
have commercial merit
Further, neither Robert nor I are clear why he travelled to Florida instead of you - please can you
clarify I was unable to travel those days. I mentioned to Brittany. I had a personal
responsibility that day, i am the class fundraising chair for my undergraduate university and
needed to be there for meetings and homecoming. This is an annualresponsibility of mine. I am
not sure why Brittany asked Robert to travel.
5) Optimus - Trying to get a meeting set-up with them in DC. Hoping for the week of the 23rd.
It has been over 5 weeks (and 3 trips to DC for me) since we first discussed Optimus - Please can
you help me understand what the problem is in organising this meeting. Would you like me to
reach out to them directly? I have emailed both Scott Tranter and Brian Stobie. They were not
available on your last trip. I have emailed again asking for next week or the following week when
you and Brittany. I will be more aggressive and get it on the books.
6) Rubio campaign - Working with Brittany to coordinate contacts for a HQ meeting - will be after
the Optimus meetings.
As discussed, I am very much of the opinion that there is no point even opening a dialogue with
the Rubio campaign until we have met with Optimus. If Optimus hear we are approaching the
campaign before we have met with them then it might sour our contact...
7) ACU - they are open to a proposal on fundraising and list cleanup. We need mercer involvement
here because they sit on the board and are large donors.
We met with Matt on 22 July. I believe that it was left that he would undertake some due diligence
and respond to us on the proposal that we discussed with him. We have heard nothing: please can
you confirm your discussions with him over the past 4 months.
With regards Mercer involvement - as you rightly said they are already donors to CPAC - if Matt is
suggesting that he will only work with Ca if we persuade them to donate more, then I might
suggest that this conversation can go both ways...I agree. Matt is open to doing this. I just need
to sketch it out in a written document so I can give it to him. I have highconfidence that we will
get this done.
8) Go Big Media - We provided numbers for them a few weeks back and now are looking to do
some polling in NC with them in the coming weeks. Follow-up is in my court.
What is the follow up please?
9) Jamestown - Am on the calendar to meet with Jason Miller in two weeks.
OK
10) Have on my list to meet with Chris Ruddy of News Max in Ft. Lauderdale - have not reached
out yet but will coordinate with Brittany travel.
What is the objective of this meeting / what is the commercial opportunity?
Al Han spoke today here is my follow-up:
11) Jason Roe and Denise Gitscham regarding her congressional race to get a meeting on the
books for you when you are in CA.
I know Jason Roe (Revolves) - met him in discussion regarding IL-18
How can I help? I think we are good. I am coordinating with Al Han
12) Andy Abboud - Sheldon Adelson’s COS regarding the follow-up meeting that he has asked for.
I know Andy and have met him several times.
I wrote to him last month, requesting a follow up meeting with Sheldon. But have not received a
replay - what is your involvement here please? Al Han asked me to email because I know Andy
Abboud i have not emailed yet because I needed clarification from Al (received today) and was
planning on this week, but i am happy to stand down. I really have no involvement at this point
other then offing to leverage a professional relationship.
If there is anything else you would like me to follow-up on I am available.
Matthew
Please can you liaise with Livia to organise a time for a call with me this week to discuss all the
above.
In the meantime, please can you update ALL PROJECTS on Smartsheets - so we can all remain in
the loop on a daily/weekly basis Yes, i am on it! All will be done by mid-day tomorrow.
Many thanks
Alexander
Matthew Hunter
CA Cambridge Analytica
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On 17 Nov 2015, at 11:00, Alexander Nix
Iwrote;
Hey MattHave not heard from you in a while. Just wondered what you were working on, and
whether you needed any support
A
Alexander Nix
CEO
CA Cambridge Analytica
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Subject: The Herald Grou
From: Matthew Hunter
Date: Wed, 06 Jan 2016 16:01:46 +0000
To: Brittany Kaiser
Julian Wheatlani
Sabhita Raju
Cc: Alex Tayler
Nix Alexander
Matthew Oczkowski
Livia Krisandova
Jordanna Zetter
The Herald Group (THG) has given us the green light to move forward on the project for the NRA. They requested that
we join them for a call on 1/12/16 at 4PM EST to walk through deliverables and the timeline.
In preparation for that call and the project, we will need to assign a project manager and we need to iron out a scope of
work and contract.
Because of Matt Oa€™s relationship with Todd Van Etten at THG, he will be helping with the client management.
The project is officially named a€oe2016 Trigger the Vote."
Please let know who would be best to work with to get the ball rolling on the contract details.
Matthew
Subject: Re: Herald
From: Alex Tayler
Date: Mon, 11 Jan
To: Brittany Kaiser
Cc: Matthew Hunte'
Julian Wheatlan
Nix Alexande
Sabhita Raju
Livia Krisand
Matthew Oczko
What's going on with this? Weren't we going to have a call with a project manager and the client to
clarify expectations and get a statement of work drafted? I might have missed the invite for the
call, or it might not have been scheduled yet. Could I get an update?
Thanks
Alex
On January Kaiser wrote:
Excellent Matt, thank you for this.
So it seems that the 35-45K is for the survey, and then data for the State of Iowa loaded into
Connect, along with messaging guidance for psychographic groups.
If they want us to design the creative, and/or run the digital campaign (not mentioned) then those
will be additional costs.
Is this correct?
Thanks!
On 6 January 2016 at 09:28, Matthew Hunter
wrote:
Sorry about the confusion regarding the herald group (NRA) - I Just could not remember the chain
of events going back to October. I have put together the email chain (sans Pascal’s responses to
their questions) that got us to this point. There are 4 parts to this email. Let me know who to work
with in London to get this back on track.
1) The email I sent Alex outlining the budget that THG proposed for the project:
Begin forwarded message:
H u nte r"
Subject: Noon Call
Date: 15 October 2015 at 11:09:23 GMT-4
Alex Tayler
Alex:
One other thing before we talk on the call. He was guesstimating on the call that the survey run
around 40K and that if there was a monthly fee for data it would be about lOK. These were his
numbers, you should have an internal on cost after the call but wanted to give what he said.
M
2) Here is a copy of the proposal I sent to THG, it came from Harris MacLoud:
Begin forwarded message:
Alexander Nix
Subject: Fwd: herald group proposal
Date: 19 October 2015 at 13:34:15 GMT-4
Matthew Hunter
Alexander Nix
Director
SCL Group
scl commercial
scl defence
scl elections
scl social
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Begin forwarded message:
MacLeod
Subject: herald group proposal
Date: 19 October 2015 13:00:26 GMT-4
Alexander Nix Alex Tayler
Hello,
Just wanted to let you know The Herald Group proposal is all but completed (draft attached). We’
Just not entirely happy with the creative examples, so I’d like to have another go at that bit and
then get it to you tomorrow if that’s alright.
Best,
H
3) Here is the clarification email I sent to Todd;
Begin forwarded message:
H u nte r"
Subject: Re: NRA
Date: 20 October 2015 at 12:45:08 GMT-4
Van Etten
Ka i s e r
Dear Todd,
Just a few changes to make it shorter and easier to understand:
Cambridge Analytica combines bespoke research and one of the US’s largest databases (which
contains up to 5,000 data points on every individual) to get a comprehensive understanding of
who our target audience is, and how to engage with them.
They will start with phone-based research within our target audience to gain further insight on
motivations and behavioural drivers. Next,
they utilize focus groups to dig deeper into why these people are unregistered, and which types of
messages get them to take our desired action.
Finally, the data obtained from the research is overlaid with their database, which contains
geographic, demographic, lifestyle, and
proprietary psychographic information to further refine how our target audience responds to
different messaging.
Cost: $35,000-$45,000 (based on research and data analytics costs)
On Van Etten wrote;
Thanks Matt.
I obviously had to simplify the messaging greatly, but here’s what I came up with. Let me know if
there are any serious changes:
Cambridge Analytica combines traditional polling and outreach with “big data” to get a much richer
picture of just who our
target is, and how to interact with them. They will start with a phone poll
comprised of a series of yes or no questions to identify our ideal targets. Next,
they utilize focus groups to dig deeper into why these people are unregistered,
and which types of messages get them to take our desired action. Finally, they
overlay this data with a large amount of geographic, demographic, and
psychographic information which they have collected to further refine how our
target audience responds to different messaging.
Cost; $35,000-$45,000 (based on 3rd
party data sources)
Todd Van Etten
Chief Digital Strategist, The
Herald Group
On 10/20/15, 9:13 AM, "Matthew F. Hunter'
wrote;
Todd;
Here is a cleaned up version of the document I sent yesterday.
Matthew
<default.vnd.ms-officetheme>
4) Here the document that Todd sent to the NRA (along with the proposal prepared by Harris) that
compares our numbers to i360s and outlines the data we can provide.
Brittany Kaiser, PhD Candidate, MPhil, LLM, MA Hons
Director of Program Development
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not necessarily represent those of the company. Finally, the recipient should check this email and
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Please consider the environment before printing this e-mail
Dr Alex Tayler
Chief Data Officer
CA Cambridge Analytica
Subject: Contracts and invoices this month
From: Krystyna Zawal
Date: Wed, 17 Feb 2016 12:58:45 +0000
To: Brittany Kaiser
Hi Brittany
A
Are we likely to invoice anyone this month? 1 have a bunch of clients in my Feb projections like Joe Heck,A NRCC,
Paul Singer, The Herald Group. Are any of them likely to happen?
A
Krystyna
A
A
Ackerman McQueen
Targeting and Engaging American Consumers
CambridgeAnalytica.org
Our methodology has been approved by the US State
Department, the UK Ministry of Defence, Sandia and NATO.
Targeting and Engaging American Consumers
Ackerman McQueen works across a range of consumer areas to shape consumer perception
through
advertising and communications, and Cambridge Analytica can help to get the right message to
the right
person.
At Cambridge Analytica, we believe in the importance of understanding individuals and what drives
their decision-making.
Our in-house database has up to 5,000 data points on individual Americans, as well as a suite of
data models
capable of predicting election turnout, political partisanship, which issues matter to individuals, as
well as
their psychological profiles.
Following positive discussions with AM, CA presents this concept note to outline the products and
services
we can offer to augment your advertising and communications. Young people’s interest in firearms
and
healthcare consumer behavior were identified as areas of particular interest, and as such this
concept note
focuses on outlining the services CA can offer in relation to these topics.
On Youth and Gun Culture 2.0, CA proposes to design and manage a program of custom research
and
data analytics, which will identify the size of the nationwide universe of young people interested in
gun
ownership and the 2nd
Amendment. We will also investigate the particular psychological profiles of the
individuals identified, and we will segment the audience according to psychographic criteria or
other factors
that may be of interest. For each segment identified by CA’s research, we will also provide
messaging
guidance and information on the most appropriate channels to use when communicating with
them.
In the first instance, CA will provide counts of available targets in states or regions of interest, and
specific
names and contact details can be licensed for an additional fee.
For Healthcare Consumer Behaviour, CA proposes to undertake a similar program of work focused
on
North Texas and Oklahoma. This healthcare-focused research and analytics project will also
leverage our
extensive database of consumer behavior variables, which will be combined with the products of a
largescale
survey focusing on ‘Healthcare 2.0’ and innovative consumer approaches to selecting healthcare
products and services. The end product of the project will be a similarly comprehensive package of
messaging guidance and research insight, as well as contact lists if desired.
These research and messaging projects will give AM unique insights into current prevailing
attitudes, but will
also go further by providing guidance on the specific psychological triggers that drive consumer
behavior. If
desirable, CA can also provide contact lists on high-value target individuals for marketing
purposes. This
package of services will provide AM with the edge needed to cut through today’s saturated
advertising
space, and will offer significant advantages to AM as it conducts marketing and communications
efforts on
behalf of its clients.
Ackerman McQueen: Targeting and Engaging American Customers
2
Gun Culture 2.0: Young Americans and the 2nd
Potential Products and Services:
Cambridge Analytica will provide the following services to help AM to better understand the
dynamics of
young people’s connections with gun culture and the 2nd
Amendment:
Component 1 - Research
CA’s research team will design a quantitative survey that will test attitudes to gun ownership and
gun rights
among young people, as well as measuring their psychographic personality types, channel
preferences and
other aspects of their lives likely to be useful in crafting communications strategies. A quantitative
survey of
this kind usually involves approximately 20,000 respondents, though this number is determined
based on
the specific requirements of the project.
This quantitative survey will be complemented by a series of focus groups and qualitative
questionnaires,
which will include message testing and will add qualitative messaging insights to the quantitative
data
collected during the survey.
CA will provide an initial report outlining the findings of this research study, which will give AM an
early
indication of trends amongst young people interested in firearms.
Component 2 - Data Analytics and Segmentation of Target Universe
Following the completion of the research phase, CA’s data scientists will extrapolate the survey
responses
collected during the research across the entire U.S. target population.
This process assigns scores to every individual in the target universe, in this case the entire
millennial
population of the U.S., and assigns individuals to a segment based on their psychological and/or
consumer
traits.
The end product of this analysis and segmentation will be a national database of young people
interested in
firearms, which can be segmented as required by AM campaigns according to geographic,
psychological or
issue-specific factors. The database will contain tags indicating particular segments, as well as
mail contact
addresses and other contact information (phone, email) where possible.
Component 3 - Messaging Guidance Development and Provision of Target Contacts
CA’s psychologists and messaging specialists will also provide a comprehensive briefing pack on
the targets
identified, which will explain their psychological profiles and other insights helpful in crafting
messaging.
Salient persuasion techniques and other communications insights will also be outlined, giving AM
a
powerful understanding of how to contact and engage their targets.
Amendment
Ackerman McQueen: Targeting and Engaging American Customers
3
Indicative Budget:
Research:
Price is inclusive of quantitative survey (n=20,000), qualitative
questionnaires and online focus groups (4). In the event that
identifying universe sizes is the only objective rather than
identifying specific targets, this price can be significantly
reduced.
$ 102,000
Data Analytics and Segmentation:
Price includes all time required for the CA data team to analyze
and model survey scoring across the target population
$43,000
Messaging Guidance and Target Contact List Provision
$ 8,000
Price is indicative of costs associated with producing a briefing
pack, as well as the rates for licensing of contact lists.
Contact Licensing: $45/thousand
records
Ackerman McQueen: Targeting and Engaging American Customers
4
Healthcare 2.0: The Patient as an Informed Consumer
Potential Products and Services:
Cambridge Analytica will provide the following services to help AM to better understand how
healthcare
consumers in North Texas and Oklahoma engage with consumer-driven healthcare:
Component 1 - Research
CA’s research team will design a quantitative survey which will test attitudes to innovative
consumer
healthcare practices, as well as measuring their psychographic personality types, channel
preferences and
other aspects of their lives likely to be useful in crafting communications strategies. Considering
the
geographic focus of this project, a quantitative survey of approximately 4,000 respondents may be
sufficient
to generate data for modeling and analytics purposes.
This quantitative survey will be complemented by a series of focus groups and qualitative
questionnaires,
which will include message testing and will add qualitative messaging insights to the quantitative
data
collected during the survey.
CA will provide an initial report outlining the findings of this research study, which will give AM an
early
indication of trends that have emerged from the qualitative and quantitative research in North
Texas and
Oklahoma.
Component 2 - Data Analytics and Segmentation of Target Universe
Following the completion of the research phase and the analysis therein, CA’s data scientists will
extrapolate
the survey responses collected during the research across the entire population of the target
geographic
areas in order to identify targets for marketing communications.
The end product of this analysis and segmentation would be a database of early-uptake healthcare
2.0
targets, as well as others who might be receptive to messaging that fits with this consumer-driven
healthcare paradigm, which can be segmented as required by AM campaigns according to
geographic,
psychological or issue-specific factors. The database will contain tags indicating particular
segments, as well
as mail contact addresses and other contact information (phone, email) where possible.
Access to contact lists in this database can be licensed according to a cost per mille basis as
required.
Component 3 - Messaging Guidance Development and Provision of Target Contacts
CA’s psychologists and messaging specialists will also provide a comprehensive briefing pack on
the targets
identified, which will explain their psychological profiles and other insights helpful in crafting
messaging.
Salient persuasion techniques and other communications insights will also be outlined, giving AM
a
powerful level of understanding regarding how to contact and engage their targets.
Ackerman McQueen: Targeting and Engaging American Customers
5
Indicative Budget:
Research:
Price is inclusive of quantitative survey (n=4,000), qualitative
questionnaires and online focus groups (2).
$34,000
Data Analytics and Segmentation:
Price includes all time required for the CA data team to analyze
and model survey scoring across the target population
$23,000
Messaging Guidance and Target Contact List Provision
$ 8,000
Price is indicative of costs associated with producing a briefing
pack, as well as the rates for licensing of contact lists.
Contact Licensing: $45/thousand
records
Ackerman McQueen: Targeting and Engaging American Customers
iai in nature. The use of any information
contained in this document, (i.e., the charts, graphs, tables, text and diagrams)
for any reason other than the evaluation of the capability of Cambridge Analytica and its partners’
technical and business capabilities, without the written permission of
Cambridge Analytica, is strictly prohibited. Any analysis data enclosed in this document shall not
be disclosed without the consent of the company’s principals and shall not
be duplicated, used, or disclosed - in whole or in part - for any purpose other than to evaluate
Cambridge Analytica’s capability to perform the functions and services
described in this document. All original content in this document is © Cambridge Analytica, 2016.
I put everyone on the email chain to run down a whole host of updates on the gun work that we
have been chasing and working on. I just got off a call with the KDM's on two projects and want to
provide updates and action points.
Please read below and let me know if you have any questions:
1. 'Trigger the Vote' campaign - for the NRA through the Herald Group
I've gone back and forth with these guys and here is were we are at. They want to be at 35k for the
analytics portion because they have already set that expectation with the client prior to them
seeing something from us. They want to keep in the four focus groups, and lean on our internal
gun data to build the foundation for this campaign.
With that said, we are going to land $800,000 in digital advertising budget for this project (with
20% margins) to make up for the lower than expected analytics portion so we can make it up on
the backend with the higher marketing rake.
We need to update the current statement of work with the price above (35k) and make the
proposal out to 'Federal Capital Communications Corporation" instead of the Herald Group. Pere, I
think we should talk directly to go over the specifics to make sure we are on the same page.
2. NSSF (National Shooting Sports Foundation) project
NSSF is a trade organization made up of all the gun manufactures selling in the US. Each year, they
run a large campaign aimed at 'voter education'. They call it voter education to avoid the corporate
proxy tax by directly endorsing any candidates and focusing on issues.
Pat O'Malley, our contact with access to the money, has been running this campaign for them since
2002 and it has been almost entirely direct mail. Pat was leveraging a database of fire arms
manufacturing warranty cards (collected by the fire arms companies) to determine his targeting in
key states (millions of people, if they bought a gun, and what kind of gun they bought).
Pat has realized that he needs to modernize this process and this campaign. Here is how our
involvement would work in broad strokes:
1. We would get data from NSSF, Cabelas, Bass Pro Shops, and online gun retailers (every
outdoorsmen or gun customer in 14 targets states - (I can't emphasize how big of a deal this is for
us).
2. We would match this data to our database, model it, enhance it with our gun data, and
determine groups of persuadable voters who support gun rights and also turn them out to vote.
3. The flight of the campaign would be from April-November
4. We have the opportunity to craft an amazing campaign to present to this group to get them to
buy into.
5. We will also be in charge of all of the digital advertising for this campaign.
There are ALOT more details to discuss, but we need to have a meeting on Monday to go through
everything as a team to be able to come up with something. From there, I need to sit down with
the herald group and Pat OMalley to collaborate with them on the moving pieces so we can present
this with a budget to the client.
I don't want us to get overly excited, but this has the potential to be a 3-5m dollar contract for us.
The other upside is we have an opportunity to impress the CEO's of the largest gun companies in
the world. This will require closed loop reporting, research, polling, AB/EV chase, etc.
Matt OczkowskiHead of Product
Cambridge Analytica
www.cambridgeanalytica.org
Brittany Kaiser, PhD Candidate, MPhil, LLM, MA Hons
Director of Program Development
This email is confidential and may be privileged. If you are not the intended recipient or have
received this email in error, please notify the sender immediately and delete this email. Any
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Please note that any views or opinions presented in this email are solely those of the author and do
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Ackerman McQueen
Targeting and Engaging American Consumers
CambridgeAnalytica.org
yiii/
GOV.UK
Cambridge
Analytics
Our methodology has been approved by the US State
Department, the UK Ministry of Defence, Sandia and NATO.
Targeting and Engaging American Consumers
Ackerman McQueen works across a range of consumer areas to shape consumer perception through
advertising and communications, and Cambridge Analytica can help to get the right message to the right
person.
At Cambridge Analytica, we believe in the importance of understanding individuals and what drives
their decision-making.
Our in-house database has up to 5,000 data points on individual Americans, as well as a suite of data models
capable of predicting election turnout, political partisanship, which issues matter to individuals, as well as
their psychological profiles.
Following positive discussions with AM, CA presents this concept note to outline the products and services
we can offer to augment your advertising and communications. Young people's interest in firearms and
healthcare consumer behavior were identified as areas of particular interest, and as such this concept note
focuses on outlining the services CA can offer in relation to these topics.
On Youth and Gun Culture 2.0, CA proposes to design and manage a program of custom research and
data analytics, which will identify the size of the nationwide universe of young people interested in gun
ownership and the 2""^ Amendment. We will also Investigate the particular psychological profiles of the
individuals identified, and we will segment the audience according to psychographic criteria or other factors
that may be of interest. For each segment identified by CA's research, we will also provide messaging
guidance and information on the most appropriate channels to use when communicating with them.
In the first instance, CA will provide counts of available targets in states or regions of interest, and specific
names and contact details can be licensed for an additional fee.
For Healthcare Consumer Behaviour, CA proposes to undertake a similar program of work focused on
North Texas and Oklahoma. This healthcare-focused research and analytics project will also leverage our
extensive database of consumer behavior variables, which will be combined with the products of a large-
scale survey focusing on 'Flealthcare 2.0' and innovative consumer approaches to selecting healthcare
products and services. The end product of the project will be a similarly comprehensive package of
messaging guidance and research insight, as well as contact lists if desired.
These research and messaging projects will give AM unique insights into current prevailing attitudes, but will
also go further by providing guidance on the specific psychological triggers that drive consumer behavior. If
desirable, CA can also provide contact lists on high-value target Individuals for marketing purposes. This
package of services will provide AM with the edge needed to cut through today's saturated advertising
space, and will offer significant advantages to AM as it conducts marketing and communications efforts on
behalf of its clients.
CA Ackerman McQueen: Targeting and Engaging American Customers
2
Gun Culture 2.0: Young Americans and the 2^^ Amendment
Potential Products and Services:
Cambridge Analytica will provide the following services to help AM to better understand the dynamics of
young people's connections with gun culture and the 2'’'^ Amendment:
Component 1 - Research
CA's research team will design a quantitative survey that will test attitudes to gun ownership and gun rights
among young people, as well as measuring their psychographic personality types, channel preferences and
other aspects of their lives likely to be useful in crafting communications strategies. A quantitative survey of
this kind usually involves approximately 20,000 respondents, though this number is determined based on
the specific requirements of the project.
This quantitative survey will be complemented by a series of focus groups and qualitative questionnaires,
which will include message testing and will add qualitative messaging insights to the quantitative data
collected during the survey.
CA will provide an initial report outlining the findings of this research study, which will give AM an early
indication of trends amongst young people interested in firearms.
Component 2 - Data Analytics and Segmentation of Target Universe
Following the completion of the research phase, CA's data scientists will extrapolate the survey responses
collected during the research across the entire U.S. target population.
This process assigns scores to every individual in the target universe, in this case the entire millennial
population of the U.S., and assigns individuals to a segment based on their psychological and/or consumer
traits.
The end product of this analysis and segmentation will be a national database of young people interested in
firearms, which can be segmented as required by AM campaigns according to geographic, psychological or
issue-specific factors. The database will contain tags indicating particular segments, as well as mail contact
addresses and other contact information (phone, email) where possible.
Component 3 - Messaging Guidance Development and Provision of Target Contacts
CA's psychologists and messaging specialists will also provide a comprehensive briefing pack on the targets
identified, which will explain their psychological profiles and other insights helpful in crafting messaging.
Salient persuasion techniques and other communications insights will also be outlined, giving AM a
powerful understanding of how to contact and engage their targets.
CA Ackerman McQueen: Targeting and Engaging American Customers
3
Indicative Budget:
Research:
Price is inclusive of quantitative survey (n=20,000), qualitative
questionnaires and online focus groups (4). In the event that
$102,000
identifying universe sizes is the only objective rather than
identifying specific targets, this price can be significantly
reduced.
Data Analytics and Segmentation:
Price includes all time required for the CA data team to analyze
and model survey scoring across the target population
$43,000
Messaging Guidance and Target Contact List Provision
Price is indicative of costs associated with producing a briefing
pack, as well as the rates for licensing of contact lists.
$ 8,000
Contact Licensing: $45/thousancl
records
CA Ackerman McQueen: Targeting and Engaging American Customers
4
Healthcare 2.0: The Patient as an Informed Consumer
Potential Products and Services:
Cambridge Analytica will provide the following services to help AM to better understand how healthcare
consumers in North Texas and Oklahoma engage with consumer-driven healthcare:
Component 1 - Research
CA's research team will design a quantitative survey which will test attitudes to innovative consumer
healthcare practices, as well as measuring their psychographic personality types, channel preferences and
other aspects of their lives likely to be useful in crafting communications strategies. Considering the
geographic focus of this project, a quantitative survey of approximately 4,000 respondents may be sufficient
to generate data for modeling and analytics purposes.
This quantitative survey will be complemented by a series of focus groups and qualitative questionnaires,
which will include message testing and will add qualitative messaging insights to the quantitative data
collected during the survey.
CA will provide an initial report outlining the findings of this research study, which will give AM an early
indication of trends that have emerged from the qualitative and quantitative research in North Texas and
Oklahoma.
Component 2 - Data Analytics and Segmentation of Target Universe
Following the completion of the research phase and the analysis therein, CA's data scientists will extrapolate
the survey responses collected during the research across the entire population of the target geographic
areas in order to identify targets for marketing communications.
The end product of this analysis and segmentation would be a database of early-uptake healthcare 2.0
targets, as well as others who might be receptive to messaging that fits with this consumer-driven
healthcare paradigm, which can be segmented as required by AM campaigns according to geographic,
psychological or issue-specific factors. The database will contain tags indicating particular segments, as well
as mail contact addresses and other contact information (phone, email) where possible.
Access to contact lists in this database can be licensed according to a cost per mille basis as required.
Component 3 - Messaging Guidance Development and Provision of Target Contacts
CA's psychologists and messaging specialists will also provide a comprehensive briefing pack on the targets
identified, which will explain their psychological profiles and other insights helpful in crafting messaging.
Salient persuasion techniques and other communications insights will also be outlined, giving AM a
powerful level of understanding regarding how to contact and engage their targets.
CA Ackerman McQueen: Targeting and Engaging American Customers
5
Indicative Budget:
Research:
Price is inclusive of quantitative survey (n=4,000), qualitative
questionnaires and online focus groups (2).
$34,000
Data Analytics and Segmentation:
Price includes all time required for the CA data team to analyze
and model survey scoring across the target population
$23,000
Messaging Guidance and Target Contact List Provision
Price is indicative of costs associated with producing a briefing
pack, as well as the rates for licensing of contact lists.
$8,000
Contact Licensing: $45/thousancl
records
CA Ackerman McQueen: Targeting and Engaging American Customers
Cambridge
Analytica
Washington DC:
1 Wales Alley,
Alexandria,
VA 22314
Tel:+1(703) 997- 1812
E-mail: [email protected]
Website: www.cambridgeanalytica.org
New York:
The News Corp. Building, Suite 2703
1211 Avenue of the Americas
New York, NY 10036
Tel:+1 (646)892-9591
London:
1 -6 Yarmouth Place,
Mayfair, London
WIJ 7BU United Kingdom
Tel:+44 (0) 20 3757 4921
Registered in America at Corporation Service Company, 2711 Centerville Road, Suite 400, City of Wilmington, County of Newcastle, Delaware, 19808.The content within this
document is proprietary data and business confidential in nature. The use of any information contained in this document, (i.e., the charts, graphs, tables, text and diagrams)
for any reason other than the evaluation of the capability of Cambridge Analytica and its partners' technical and business capabilities, without the written permission of
Cambridge Analytica, is strictly prohibited. Any analysis data enclosed in this document shall not be disclosed without the consent of the company's principals and shall not
be duplicated, used, or disclosed - in whole or in part - for any purpose other than to evaluate Cambridge Analytica's capability to perform the functions and services
described in this document. All original content in this document is © Cambridge Analytica, 2016.
Subject: Re: Initial not
From: Brittany Kaiser
Date: Wed, 09 M
To: Paul Milder
Cc: Julia Pacetti'
elections
Thank you! I’m traveling all day tomorrow but in NY on Friday and can take a call with Julia and you
Paul?
Sent from my iPhone
On May Milderwrote:
Dear Brittany (cc Julia),
I've made some initial notes on the salient materials and testimony Brittany could provide to the
Senate, focusing to start with on the central topic of what was done in the US elections and how. I
believe that this material is highly significant, and that the risks of legal exposure for Brittany are
probably low to zero; but we need Jim Walden to kick the tyres on the latter question and advise on
handling. I can do a list of salient documents and email threads tomorrow. For now, I hope this is
helpful. Let's not forward this email more widely until Brittany and Jim have had a chance to talk.
BK - let's discuss later or tomorrow?
US Elections - overarching design
BK could testify to the overarching design of Cambridge Analytica’s work for the Republicans in the
US, which centred on building up a master database of record, combining third party and first
party data. Legal opinions were obtained about the status of modelled data (was it personal data or
not), and the ability to process it overseas in Canada or other Jurisdictions.
Risk exposure: Minimal? The spirit of laws and regulations on campaign firewalls may have been
broken. BK had visibility to some of this information at the time, but was not involved in the
system design, and believed that it had been thoroughly checked out and validated by lawyers.
US Elections - campaigns pitched and worked on
BRG-000127599 Notes to Paul Hilder about Brittney Kaiser.txt[ 1/24/20, 9:09:13 AM]
BK can testify to pitching and consulting relationships with many different US political campaigns.
Multiple Republican presidential campaigns were pitched (Cruz, Carson, Trump, Jeb Bush, Carly
Fiorina etc) and Cruz and Carson were worked on in parallel - all this is very unusual. There was
also a very early effort to work for Trump in parallel with Cruz. There were relationships with
SuperPACs (Keep the Promise, Make America Number 1, etc etc). The relationships with the NRA,
Breitbart, and the For America FB page were also crucial. Prominent state-level or local candidates
such as Joe Arpaio were also a priority, particularly where they had national bases.
Risk exposure: Zero? BK was simply following instructions from superiors and clients, and doing
her Job.
US Elections - the Trump campaign
BK can testify to the fact that dialogue started very early with the Trump campaign (Q2 2015), and
to who did what at the various different stages of this process. There is one particularly interesting
dialogue with Larry Levy from Giuliani’s law firm about a contract structure which risks looking like
an in-kind contribution to the Trump campaign (but which also gives considerable campaign data
ownership rights to CA). Steve Bannon is deeply involved in these dialogues.
Risk exposure: Zero? BK was simply following instructions from superiors and clients, and doing
her job.
US Elections - data handling
BK did not have direct access to how data was handled or modelled. However, she has contract
documents, emails, other materials and personal memories and testimony about Cambridge
Analytica’s overall approach to data. The overall picture here is that CA seems to have done their
best to treat modelled data - from whatever source - as their own proprietary intellectual property,
not as personal data. Their default in contract drafting was also to claim ownership of modelled
data from every client relationship - the clients would only have a use license in perpetuity. As a
consequence, it seems they may have claimed that they were not breaking laws or regulations
around firewalls; but arguably they may have been. This information is highly consequential.
Risk exposure: Minimal/Low? BK was involved in re-drafting contracts, but this would generally be
to reduce rather than increase CA’s ownership of data where clients balked. Again, she was simply
BRG-000127599 Notes to Paul Hilder about Brittney Kaiser.txt[ 1/24/20, 9:09:13 AM]
following instructions from superiors and clients, and doing her job; she was operating on the
good faith assumption that qualified lawyers had approved these practices and that CA was
complying with the law; and she requested more help from Larry Levy on multiple occasions.
Sent with ProtonMail Secure Email.
BRG-000127599 Notes to Paul Hilder about Brittney Kaiser.txt[ 1/24/20, 9:09:13 AM]
New Casino Lead
Datje: Tue, 16 Feb 2016 22:35:15 +0000
Anna/Brittany,
Alexander and I are meeting in Dallas this Friday an ad agency. The NRA are one of thdr clients (old
relationship).
They've got a casino too: http«;://www.am.com/home/document/winst3r-world~C3^ino-and-resort
We will be interviewed on Friday to provided our analytics possibly as a full service to the agency. In other
words the above is one more casino lead after the two that we already have.
BW,
Robert
CONFIDENTIAL TREATMENT REQUESTED
KAISER 000117
Re: Thanks
From: Matthew Hunter
To: Todd Van Etten
Cc: Brittany Kaiser
Matthew Oczkowski
Date: Mon, 08 Feb 2016 20:34:56 +0000
Great! Thanks for the update. If you need anything let us know.
M
On 8 Feb 2016, at 14:16, Todd Van Etten
wrote;
Hi Matt,
Thanks for checking in. No immediate updates, though I do hope to have a budget finalized this week
both internally and oy the client. From that we can have a follow-up conversation about scope and
hopefully get everything hammered down.
Thanks,
Todd
<319682B6-644F-4011-
9460-
7CC059BlF4D2[l].png>
Todd Van Etten
Chief Digital Strategist, The Herald Group
From: Matthew Hunter
Date: Monday, February 8, 2016 at 9:29 AM
To: Todd Van Etten I
Cc; Brittany Kaiser |
Matthew Oczkowski
Subject: Re: Thanks
Todd:
Hope you are doing well and had a good weekend.
I wanted to check in to see if there was anything you needed from our end or if you guys had any
thoughts or changes regarding the scope.
Thanks,
Matthew
CONFIDENTIAL TREATMENT REQUESTED
KAISER 001245
On 1 Feb 2016, at 10:35, Todd Van Etten
wrote;
Hi Guys,
I wanted to send a huge, belated thank you for the meeting last week, It more than accomplished our
goals—all the team members are firmly on board with CA, and are even open to having you guys
manage all digital advertising. I hope to have budget conversations this week with our team, and will
reconnect on any changes in scope based on those conversations.
Thanks again,
Todd
<319682B6-644F4011-
9460-
7CC059BlF4D2[10].png>
Todd Van Etten
Chief Digital Strategist. The Herald Group
CONFIDENTIAL TREATMENT REQUESTED
KAISER 001246
Re: Supporting the ACU
From:
To:
Cc:
Date:
Attachments:
Brittany Kaiser |
mschlapp^
cwalters(j
Matthew F. Hunter |
Mon, 03 Aug 2015 14:24:50 +0000
Cambridge Analytica & ACU - IP Agreement Term Sheetpdf (206.24 kB); Untitled
attachment 06359.htm (9.21 kB)
Dear Matt,
Following up from my note last Friday, I would like to present to you some of our thoughts on how we
can work together to achieve mutual goals.
From our meeting in DC, I understand that your targets for the ACU include being able to serve your
contacts and members better through engagement, as well as growing your base of support. Given our
abilities, we would like to help you by providing services in data hygiene and data augmentation, to enable
you to mobilise your current supporters and expand your reach. We will enrich your current data set with
information from our database, which can include at minimum: current and tested emails, phone numbers
and home addresses, as well as ideology and issues preference. We can do additional work for you, such
as list segmentation and outreach campaigns, but any work that requires third party fees would have to be
met by the ACU,
As discussed, we would be pleased to arrange to do this work as a barter agreement, as we are interested
in meeting new people and having introductions in the Conservative political and commercial space such
as, for example, the NRA and further 2016 Senate, Gubernatorial and Congressional races that we are not
yet involved with.
Please let me know if the above is agreeable as a broad framework. If so. we will prepare a detailed
proposal for you to agree the deliverables of the first phase of work. In the meantime, please see our
standard data sharing agreement attached below. If you have any questions, and we would be happy to
set up a phone call or another in-person meeting to discuss this further.
It would also be helpful to us if you can advise on some introdudions you could make which may be of
most interest for us so we can begin to imagine the scope of our agreement. We have heard some really
great things about your organisation, and our board have confirmed that they are already financing some
of your initiatives through CPAC, so we really see a great opportunity to work together through many
avenues now and in the future. We look forward to nearing back, and of course to working with you.
With kindest regards,
Brittany
CONFIDENTIAL TREATMENT REQUESTED
KAISER 06733
Re: THG/FCCC/NRA
From:
To:
Cc:
Date:
Tue, 23 Feb 2016 16:26:54 +0000
Hi Matt
I'll be looking after that from here while we are recruiting more project managers. The invoice has been
raised already today and I think it should be going out soon.
I assume that the start date is immediately, and we've been proceeding on that basis.
In terms of client relations, I'm happy to proceed with this however Matt Oz thinks is best. He has the
existing relationship with these guys so I'm happy to include him in reporting and he can manage that
relationship. Likewise I'm happy to get on the pnone with them and explain what we're doing if that would
be helpful. I leave it to Matt.
On 23 February 2016 at 16:23, Matthew Hunter
wrote:
Matt:
Do you know what project manager has been assigned to handle The Herald Group/NRA/FCCC voter
project? I know you are overseeing but wanted to see who will be running point.
Also, now that they have given us the green light - should have that person connect with Todd/Patrick
as well as move to the Invoicing stage? Have Todd or Patrick given us the start date?
Thanks,
Matthew
CONFIDENTIAL TREATMENT REQUESTED
KAISER 008484
Re: THG/FCCC/NRA
From:
To:
Cc:
Date:
Tue, 23 Feb 2016 16:32:30 +0000
Thanks Pere for the update. That sounds great. Matt and I talk quite a bit so we can stay in the loop on
these things from the DC side. It's my anal side but i like to stay in the loop with the things that I nave
initiated and been pushing from the sales side. Appreciate your understanding.
Matthew
On 23 Feb 2016, at 11:26, Peregrine Willoughby-Brown
wrote:
Hi Matt
I'll be looking after that from here while we are recruiting more project managers. The invoice has
been raised already today and I think it should be going out soon.
I assume that the start date is immediately, and we've been proceeding on that basis.
In terms of client relations, I'm happy to proceed with this however Matt Oz thinks is best. He has the
existing relationship with these guys so I'm happy to indude him in reporting and he can manage that
relationship. Likewise I'm happy to get on the phone witii them and explain what we're doing if that
wouid be helpful. I leave it to Matt.
On 23 Febmary 2016 at 16:23, Matthew Hunter
wrote;
Matt;
Do you know what project manager has been assigned to handle The Herald Group/NRA/FCCC
voter project? I know you are overseeing but wanted to see who wilt be running point.
Also, now that they have given us the green light - should have that person connect with
Todd/Patrick as well as move to the invoicing stage? Have Todd or Patrick given us the start date?
Thanks,
Matthew
CONFIDENTIAL TREATMENT REQUESTED
KAISER 008485
Re: THG/FCCC/NRA
From: Peregrine Willoughby-Brown
Hunter
Brittany
Date: Tue, 23 Feb 2016 17:02:42 -t-OOOO
No problem at all Matt - it's your right to be involved at alt stages of any project that you have an interest
in so I'll make sure you’re kept in the loop going forward. I thought that this one had come from Matt Oz,
which was why I mentioned him, but I think I may also have got my Matts confused. My bad. I'll keep
both of you guys involved.
We’ll have the projed; plan comptdied by tomorrow afternoon, and I'll invite you to the projed; on Asana
so that you can see it and we can discuss.
On 23 February 2016 at 16:32, Matthew Hunter wrote:
Thanks Pere for the update. That sounds great. Matt and I talk quite a bit so we can stay in the loop on
these things from the DC side. It's my anal side but i like to stay in the loop with the things that I have
initiated and been pushing from the sales side. Appredate your understanding.
Matthew
On 23 Feb 2016, at 11:26, Peregrine Willoughby-Brown
wrote:
Hi Matt
I'll be looking after that from here while we are recruiting more project managers. The invoice has
been raised already today and I think it should be going out soon.
I assume that the start date is immediately, and we've been proceeding on that basis.
In terms of dient relations. I'm happy to proceed with this however Matt Oz thinks is best. He has
the ©cisting relationship with these guys so I'm happy to include him in reporting and he can
manage that relationship. Likewise fm happy to get on the phone with them and explain what
we're doing if that would be helpful. I leave it to "Matt.
On 23 February 2016 at 16:23, Matthew Hunter wrote:
Matt:
Do you know what project manager has been assigned to handle The Herald Group/NRA/FCCC
voter project? I know you are overseeing but wanted to see who will be ainning point.
Also, now that they have given us the green tight - should have that pereon connect with
Todd/Patrick as v^ell as move to the invoicing stage? Have Todd or Patrick given us the start
date?
Thanks,
Matthew
CONFIDENTIAL TREATMENT REQUESTED
KAISER 008486
CONFIDENTIAL TREATMENT REQUESTED
KAISER 008487
Make America Number One After Action Report
November 2016
cambridgeanalytica.org
Summary
Cambridge Analytica (CA) delivered data modeling, television targeting and placement, digital ad
targeting and delivery, list building, and polling to Make America Number One’s (MANl) project
“Defeat Crooked Hillary” (DCH) during 2016’s Presidential election. During that time, CA delivered
millions of ad impressions nationwide, with a special focus on New Hampshire, Pennsylvania,
Virginia, North Carolina, Florida, Ohio, Iowa, Colorado, Nevada, and Michigan.
Data Modeling
The primary effort of the data operation was to produce the Principal Audience (PA): the group of
voters modeled to be the most likely to be persuaded by advertising, and who accordingly received
the bulk of MANl’s messaging efforts. This was done by:
1. Constructing models predicting Trump and Clinton favorability using the survey data
collected by MANl
2. Extrapolating those models to all possible voters in the target states
3. Prioritizing voters by their likelihood to vote
This allowed MANl’s advertising efforts to be enormously efficient by not wasting money on voters
whose predispositions were such that persuasion messaging would not move their allegiance, and
not wasting ads on voters who are unreliable at best, and unlikely to vote at worst.
The figure below shows how the PA was defined for a particular set of Trump and Clinton
favorabilities. Voters who fall within the blue bar are voters within our PA. These voters are most
likely to be open to persuasion messaging chipping away at their enthusiasm for supporting Clinton,
or switching their vote to Trump.
The actual size of the audience can be changed at will simply by expanding or contracting the width
of the blue band in the figure. Generally, the audience was constructed to have about 9 million
people in it, although, frequently they were further sub-segmented.
Principal Audience
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60
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40
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Trump Favorability Score
MANl: After Action Report
1
A wide range of techniques from modern predictive analytics were used in this process. The resulting
models proved to be quite accurate, both with respect to internal validations and subsequent ad
impact surveys demonstrating the effectiveness of messages on this audience. These models were
updated each time a new survey was completed and the PA changed accordingly. Additionally, the
data was scrubbed regularly during absentee and early voting in applicable states. Records of voters
who had cast their ballot in person, or returned their absentee ballot were matched against the PA.
Those who had successfully voted were removed for future message delivery and turnout efforts via
digital ads. This meant the 72-hour GOTV phase of MANl’s efforts were highly efficient.
While the PA determined who would be receiving messaging, the next step was to determine what
the messaging should be. Content was informed by a combination of Cambridge Analytica’s
in-house issue models, ad impact surveys conducted by the digital department, and issue polling
included in MANl surveys. These surveys are elaborated upon in the next section.
Polling
Cambridge Analytica conducted two target state surveys of registered voters, and two additional
national surveys intended for a better understanding of the electorate. A survey of target states
conducted in July of 2016 by MANl was also used. These surveys took a mixed method approach,
combining online and telephone (IVR) surveying methods and employing strict demographic quotas
to ensure a representative final sample. The data was then matched back to CA’s database in order
to precisely weigh the results. Weighing allowed us to control for sampling biases, method error
across demographics, and general election turnout propensity (via our general election turnout
model). Potentially biasing questions were placed at the end of the survey to avoid impacting
respondents and to minimize incompletion rates. All questions on candidate negatives were paired
with questions on positives so surveys appeared politically neutral overall, and would best encourage
honest responses.
The key objective in the target state surveys was to update the favorability models and to inform our
specific messaging. The questions informing ad content took two form:
1. Segment Creation: Questions on issues framed so as to identify individuals with strong
feelings one way or another. Responses could then be modeled and extrapolated to find
other like-minded individuals who may be more susceptible to a certain message, e.g. ‘Do
you feel healthcare has gotten worse in the last eight years?’. When modeled and
extrapolated, data collected on this question allowed us to identify an audience well-suited
to an attack on this issue. A second example is the question ‘Do you feel the system is rigged
by big money?’ According to responses, the majority of voters feel the system is rigged,
regardless of whom they support. Messaging based on this could be sent to the entire
audience rather than needing a tailored segment.
2. Motivational Messaging: Questions asking respondents how they felt about a potential
attack angle so that we could assess which areas produced more movement. For instance, in
the September MANl poll we were able to determine that all voters, regardless of
partisanship or ballot preference, were influenced by a Clinton corruption narrative. Thusly, a
majority of MANl’s messaging was corruption focused. Further, we were able to drill down
another level, asking how voters felt about Clinton after reading a statement about her email
scandal, and a statement about misdeeds at the Clinton Foundation. The results indicated
the statement about the misdeeds at the Clinton Foundation moved more Clinton supporters
away from her than the statement about the email scandal. This gave MANl a clear path to
dissuading Clinton supporters from voting for her by delivering ads attacking her
involvement with the Clinton Foundation.
MANl: After Action Report
2
Beyond modeling and advertising, we also computed a weighted popular vote breakdown across the
sampled states for each survey and estimated the likely electoral college results. We were able to
gain further insight by cross-tabulating ballot preference with responses to questions on voting
likelihood, qualities desired in a President, opinions on US politics today compared to yesterday,
candidate favorability, movement based on key issues, and broad demographics. As a testament to
this methodology, in our October poll we had Trump leading in NC, FL, and OH, which ran contrary
to many pundits’ opinions but was ultimately correct. This speaks to the power of being able to
weight polls based on individual characteristics that would be unknown to a typical pollster.
Digital Advertising
Overview
The Defeat Crooked Hillary digital advertising campaign was very successful in its ability to reach
and persuade undecided voters. Overall, ads were served 211,718,189 times, drove 1,433,331 users
to defeatcrookedhillary.com and 2016truths.com, and generated more than 25 million video views.
Our ads saw the most success on Facebook and Google Search and ad spend was reallocated
accordingly.
Throughout the campaign we ran several Ad Recall and Impact Surveys to measure the effectiveness
of our ads in persuading voters. These helped to test whether people in our target audience
remembered seeing our ads and whether the messaging had the intended effect (decreasing
favorable opinion of Hillary Clinton).
We found that most videos not only decreased the favorability of Hillary Clinton, but more
importantly they increased the intent to vote for Donald Trump.
The success of our campaign can be attributed primarily to the high percentage of users in our
principal audience that we were able to match online (approximately 66%) and the strength of video
and display creative.
Performance by Platform
Platform
Impressions
Link Clicks
CPC
CTR
Video Views
CPM
Spend
Facebook
81,094,069
429,699
$3.65
0.53%
23,632,775
$19.33
$1,567,263.27
TrueView
6,606,480
14,862
$14.81
0.22%
1,201,391
$33.33
$220,164.02
Search
8,070,862
238,069
$1.65
2.95%
-
-
$392,975.62
Pre-Roll Video
&c Internet
Radio
16,101,254
47,989
$6.46
0.30%
5,691,956
$19.25
$309,946.19
MANl: After Action Report
3
Display
95,771,411
682,630
$1.45
0.05%
-
$0.22
$21,003.09
Twitter
713,163
20,082
$0.37
2.82%
-
$10.45
$7,453.82
Snapchat
3,360,950
-
-
-
204,353*
$6.22
$20,900.00
Total
211,718,189
1,433,331
$1.74
0.68%
25,038,519.00
$11.77
$2,492,684.31
Facebook
Over the course of the campaign our ads were seen 81 million times, reaching 13.2 million voters, on
average more than six times each. Of those 13.2 million voters, more than half took an action (click,
like, comment, etc.) on our ads, higher than other successful campaigns. 9.84 million times users
viewed more than 10 seconds of our videos. On average users watched 20.4 percent of our videos,
more than five percentage points above similar campaigns. Overall, our ads drove 429,699 visits to
defeatcrookedhillary.com.
Video
Impressions
Reach
Freq.
lOs
Views
lOs
View
Rate
Link
Clicks
CPC
CTR
Spend
Do Nothing
6,250,663
2,270,711
2.75
1,079,5
83
16.59%
31,968
$4.15
0.51%
$132,579.03
NAFTA
5,158,057
2,080,126
2.48
529,648
9.75%
28,932
$3.43
0.56%
$99,186.21
Can’t Run Her
House
2,310,081
1,229,935
1.88
237,663
8.04%
13,025
$4.56
0.56%
$59,418.32
Equal Pay
6,716,760
2,062,332
3.26
946,799
18.12%
11,171
$12.21
0.17%
$136,404.48
Benghazi
3,729,888
1,853,954
2.01
650,286
19.71%
25,480
$2.54
0.68%
$64,776.33
SCOTUS-
Evangelicals
2,465,506
742,781
3.32
314,201
12.74%
9,689
$7.26
0.39%
$70,346.12
How To Lie
2,300,861
442,868
5.2
243,438
10.58%
-
$7,778.37
-
$54,448.56
FALN
2,353,011
454,780
5.17
263642
11.20%
-
$18,149.85
-
$54,449.54
NAFTAV2
615,368
331,201
1.86
107,113
17.41%
2906
$2.84
0.47%
$8,250.00
SCOTUS
4,657,418
1,792,089
2.6
637,720
10.10%
18168
$3.23
0.39%
$58,745.02
Shut It Down
1,660,268
971,520
1.71
296,643
17.87%
10457
$3.59
0.63%
$37,499.83
The Cut
1,691,831
1,012,334
1.67
333,300
19.70%
11023
$1.70
0.65%
$18,747.15
Obama-The
Game
3,062,342
908,024
3.37
400,038
13.06%
-
$7,223.28
-
$79,456.09
Bernie Never
1,492,966
1,153,878
1.29
338,421
21.18%
3914
$5.22
0.26%
$20,425.93
MANl: After Action Report
Had A Chance
Clinton
Foundation
Faiis on Equal
Pay
1,160,382
731,258
1.59
289,090
24.91%
2549
$2.14
0.22%
$5,467.00
A Danger to
National
Security
1,183,623
823,848
1.44
152,495
12.88%
12301
$1.69
1.04%
$20,785.04
Corruption is a
Family
Business
1,361,408
867,901
1.57
152,755
11.22%
13265
$1.76
0.97%
$23,290.34
Race of a
Lifetime
673,559
502,122
1.34
94,984
14.10%
2887
$4.06
0.43%
$11,728.21
The video titled ‘Can’t Run Her House’ was very effective in persuading women in our principal
audience not to vote for Hillary Clinton. After conducting an Ad Recall and Impact Survey we found
that the ad was especially effective in the State of Florida by increasing intent to vote for Donald
Trump by more than 8 percentage points.
The videos titled ‘How to Lie’ and ‘FALN’ were also very effective in persuading voters, with 7.7
percent and 7.8 percent respectively, increasing intent to vote for Donald Trump among users in our
principal audience. These videos were shown to a subset of our principal audience that viewed
national security as one of their top three most important issues.
When the video titled ‘SCOTUS’ was shown to our audience of evangelical voters, we saw little effect
in changing Hillary Clinton’s already high unfavorability rating. However, after conducting our Ad
Recall and Impact Survey, Evangelicals aged from 18 to 24 had increased their very unfavorable
rating of Hillary Clinton by 10 percent.
The video titled “Equal Pay” was very effective in decreasing intent to vote for Hillary Clinton and
increasing intent to vote for Donald Trump among women. It was especially effective with women
over the age of 65, with a 12.68 percentage point increase in intent to vote for Donald Trump. There
was a 6.6 percentage point decrease in intent to vote for Hillary Clinton among women aged 35-44.
TrueView
Our ads performed very well on YouTube’s skippable TrueView inventory with a completed view rate
(CVR) of 17.69 percent, higher than the standard CVR for political campaigns of 15 percent. Overall,
our videos were seen 1,201,391 times at a cost of $0.17 per view. This is on the high end for what we
generally see with political campaigns and increased as we approached the end of October. Because
of this, we shifted budget to Facebook and search where our ads saw better performance.
MANl: After Action Report
Video
Impressions
Link Clicks
Video Views
CPV
CVR
Spend
Bernie Never Had a
Chance
311,684
528
109,251
$0.09
35.05%
9,534.79
Clinton Fatigue
2,253,635
7,469
391,666
$0.16
17.38%
62,190.73
Corrupt and
Dangerous
839,593
1,324
147,489
$0.21
17.57%
31,614.60
DoNothing
1,613,437
3,652
358,501
$0.12
22.22%
43,261.13
Can’t Run Her House
29,143
35
4,868
$0.27
16.70%
1,327.71
Obama - The Game
37,564
24
5,930
$0.31
15.79%
1,832.61
A Danger to National
Security
167,639
194
21,302
$0.29
12.71%
6,184.12
Corruption is a
Family Business
249,714
239
37,687
$0.27
15.09%
10,321.55
A Race of a Lifetime
773,809
1,002
77,206
$0.45
9.98%
34,702.70
The Cut
330,262
395
47,491
$0.40
14.38%
19,194.07
The video titled “Race of a Lifetime” had the lowest video completion rate (CVR) of 9.98%. This likely
due to it’s slow start, whereas the video “Do Nothing” started very strong and had one of the highest
CVRs for 30 second videos at 22.22%.
Twitter
We ran two campaigns, one to grow our number of followers and another to promote key tweets.
The follower campaign generated 7,781 Twitter followers at cost of $0.79, on the low end for similar
campaigns.
Twitter
Impressions
Engagements
Cost Per
Engagement
Engagement
Rate
Followers
Cost Per
Follow
Spend
Let’s Stop
Hillary
Clinton
713,163
31,851
$0.23
4.47%
7,840
$0.86
$7453.82
MANl: After Action Report
6
Display
Overall our display ads drove 14,455 clicks to defeatcrookedhillary.com. Ads ran primarily in news
articles that mentioned Hillary Clinton. Such sites include: politico.com, drudgereport.com, cnn.com,
realclearpolitics.com, and cbsnews.com.
Display
Impressions
Link
Clicks
CPC
CTR
Reach
Frequency
CPM
Spend
Wikileaks
1,975,224
1,645
$2.69
0.08%
-
-
$2.24
$4,422.73
Do Nothing
22,551,748
11,468
$1.29
0.05%
-
-
$0.66
$14,834.94
Stop Hillary -
Sign Up
2,026,686
1,342
$1.30
0.07%
-
-
$0.86
$1,745.43
Search
Overall, our search campaign drove 238,069 visits to our landing pages and generated more than 26
million search impressions. Ads were delivered in key states and surely hindered the fundraising
efforts of the Clinton campaign. Many clicks to 2016truths.com came from users searching for
keywords such as: “Hillary Clinton” and “Hillary Clinton Campaign.” The keyword that generated the
largest number of clicks to 2016truths.com was “Hillary Clinton Emails” and to
defeatcrookedhillary.com “latest on Clinton email.” Combined, our cost-per-click was $1.65, which is
very low for this type of campaign. The strong performance of the search campaign can be
attributed to the high Quality Score (relevancy to a user’s search query) our ads received for the
keyword “Hillary Clinton.”
The ad that drove the most clicks read “Confused about Hillary’s past? Learn the truth.”
Search
Impressions
Link
Clicks
CPC
CTR
Avg.
Position
Top
Keyword
CPM
Spend
2016 Truths
6,780,239
214,615
$1.51
3.17%
1.1
Hillary
Clinton
Emails
$47.72
$323,579.71
Defeat
Crooked
Hillary
1,290,623
23,454
$2.96
1.82%
1.5
latest on
Clinton
email
$53.77
$69,395.91
Pre-Roll & Internet Radio
Our ads also ran on pre-roll, non skippable inventory across the web, utilizing platforms such as
Google’s Doubleclick Bid Manager, MobileWalla’s mobile ID solution, and Pandora internet radio’s
inventory in key states.
MANl: After Action Report
7
Ads ran on various news and related sites across the web, such as: foxnews.com, msn.com, cnn.com,
weather.com, and yahoo.com.
Pre-Roll
(Non-TrueView)
Impressions
Link Clicks
Video Views
CPV
CVR
Spend
Hillary Is Still Lying
1,619,552
356
1,268,627
S0.02
77.00%
$22,232.21
Clinton Foundation
Fails on Equal Pay
1,458,615
472
1,123,151
S0.02
78.33%
$22,226.58
Bernie Never Had A
Chance
411,446
103
438,989
SO.Ol
83.10%
$3,755.32
Mobilewalla
5,183,449
33,056
2,088,725
S0.06
40.30%
$117,035.53
Pandora - Audio
6,649,746
10,197
-
-
-
$16,269.52
Pandora - Video
778,446
3,805
-
73.67%
$128,427.02
SnapChat
Our SnapChat filter was available to users across the state of Pennsylvania on Election Day. The filter
was used by 204,353 SnapChat users and was seen 3,360,950 times. Overall, users engaged with the
filter 2,354,144 times across the state of Pennsylvania.
MANl: After Action Report
8
Michigan Impact
Thursday before Election Day, MANl secured a donation for immediate ad spend. Based on last
minute public polling numbers, the decision was made to invest that donation into 72 hour voter
turnout in Michigan. We went up with the top performing ads from other target states from Friday,
11/4 through Election Day. Over the first 48 hours, engagement on the videos skyrocketed to over
three million hits. Before Election Day even arrived, we had delivered 6 million impressions to
conservatives statewide, to encourage turnout.
Looking at the below graph of tracking polling made available to CA after Election Day, we can see
an important trend over the final days of the race. This graph follows indicated Trump support, with
the 0.0 indicating a tie between Trump and Clinton. As we can see from this trendline, Trump’s
support was affected by the 10/27/16 announcement by the FBI that they would be reopening the
investigation into Clinton’s secret server. It took two to three days for that announcement to saturate
and boost Trump’s numbers, before they started to fall down to -5. However, with our ads starting
on the afternoon of 11/4/16, you can see the same turnaround time leaving Trump tied to +1 on
Election Day.
We now know Michigan to be the narrowest margin of victory for Donald Trump; 47.6 percent
Trump / 47.3 percent Clinton according to the New York Times. If MANl had not made the final
GOTV investment in the state, we can reasonably argue Trump would not have achieved his historic
victory in Michigan.
Trump Clinton Poll Margin
MANl: After Action Report
9
Creative
Over the course of the election cycle, from July to November, Cambridge Analytica produced all of
the creative behind Defeat Crooked Hillary’s ad campaigns. In that five month span, 14 different ad
campaigns were run, each including a minimum of 12 creative pieces, totaling over over 170
individual ads. These ads were distributed by the CA digital team and were interacted with by tens of
millions of users online.
Along with standard digital ads, CA also designed and sent out personalized email campaigns,
advertised on Snapchat, Twitter and Facebook, and designed infographics to clearly display our data
models to the press, and donors.
CA was also responsible for running the shareable creative pieces behind the Super PAC’s multiple
social media accounts in order to organically attract new activists, users and donations. In this effort,
CA designed 48 unique graphic images for each social media account which received tens of
thousands of online interactions.
In addition to advertising and social media, CA was responsible for the design and management of all
three websites linked to the Super PAC; Defeat Crooked Hillary, 2016 Truths and Save the Supreme
Court. These websites were designed and targeted to very specific audiences and were each
managed accordingly. Defeat Crooked Hillary served as the main, overarching website where people
could interact directly with the Super PAC, learn about our messaging, donate and more. 2016
Truths was designed specifically for individuals that were interested in fact-checking Secretary
Clinton on debate nights. When users Google searched “Hillary Clinton” and other Clinton terms, the
2016 Truths site was one of the first to appear. Save the Supreme Court was built to educate voters,
especially conservatives and Evangelicals, on the effects a Clinton Presidency could have on the
SCOTUS and inevitably encourage them to cast a ballot against her. All of these sites were incredibly
successful (see above digital metrics) in those efforts and each helped gather user information for
remarketing campaigns, and email signups for MANl call-to-action and donation conversion.
Below are examples of the design work that was completed by CA in the form of digital ads, organic
graphics and website development.
MANl: After Action Report
10
MANl: After Action Report
11
ABEV Test
During the second week of Early Vote, CA created a segnnent fronn our principal audience of previous
absentee or early voters who had yet to cast their ballot. We targeted this segnnent with Facebook
display ads chasing their vote with variations of “Vote Now” static ads. Overall, we reached 638,847
AB/EV voters in key states more than 6.15 times each.
While this test was intended to give us insight into the effectiveness of different messaging
motivators, we only reliably found a higher likelihood to vote amongst the segment who received
these additional advertisements. Moving forward, revisiting this test could be worthwhile to pinpoint
what type of language and/or graphics encourage voter turnout, specific to demographic,
geography, and personality type.
List Building and Organic Audience
Building a loyal and interactive presence on social media was key to MAN I’s success in reaching and
influencing as many potential voters as possible. Cambridge Analytica’s (CA) digital and creative
team built a Twitter profile, Facebook page, and YouTube account that effectively and organically
interacted with and influenced tens of millions of Americans.
The creation and regular usage of the Defeat Crooked Hillary (DCH) social media accounts gave
MANl a channel to directly communicate their message and develop a strong, organic presence
online. Each account was utilized to further MAN I’s goals across a more diverse landscape in a
non-formal and sharable way. These channels also allowed CA to outsource MANl’s messaging for
distribution to those most passionate about the cause.
On Twitter and Facebook, the production of nearly 1,000 posts enabled the accounts to reach
millions of Americans. These posts were specifically designed to persuade followers to take action,
educate them on current happenings of the campaign, promote MAN I’s content and campaign
rapid response.
Utilizing Facebook, CA garnered a substantial following for the DCH page and gained a valuable
source of imparting MANl’s messaging. With over 50 million people reached, millions of post
engagements and tens of thousands of “Likes”, the page enabled MAN 1 to directly engage
individuals on a channel they use to gather and distribute messaging daily.
CA’s digital and creative team also employed the handle “ (S)HillarvsCrooked ” on Twitter to
accumulate over 1.5 million impressions, 20,000 Retweets, 22,000 likes, and more than 8,400
followers.
MANl: After Action Report
12
The addition of a YouTube account enabled CA to post advertisements produced by the Super PAC
online for easy access. DCH’s YouTube account gained 1,100 subscribers and its’ 35 videos received
over 3 million viev/s. Partnered with the 24 million views received from sharing the videos on DCH’s
Facebook and Twitter accounts, the videos received almost 28 million views online alone.
A major contribution to the effectiveness of MANl’s social media presence was CA’s team closely
monitoring the status and actions of the Clinton campaign and election in order to react in real-time.
As news broke, followers and viewers were quickly provided updates and information from MANl’s
social media accounts, thus legitimizing the channels.
The effort, effectiveness and precision of the CA team was demonstrated by their preparation and
swiftness of response to the happenings of the campaign. During times of optimal traffic, CA was
prepared to break through the increased levels of user interaction to maximize the reach of the
SuperPAC.
For each Presidential and Vice Presidential debate, debate documents were drafted in advance that
included nearly 100 pre-made posts, graphics and gifs specially tailored to react to topics of
discussion and target our audiences during a time of high social media usage.
Throughout the campaign each account showed continued traction and reach due to the constant
maintenance and efforts of the CA team.
Email Test
Cambridge Analytica uses psychographic profiling (i.e. personality scores) to specifically tailor
advertising to a person or group of persons. Tailoring advertising to an individual’s specific
personality should drive behavior to a greater extent than generic messages. Using CA’s national
database of donors, we were able to match MANl signups to their corresponding personality, and
tailor messaging directly to them to test open rates, conversion of donors, and call-to-action.
This approach is based on decades of research in personality psychology with a special emphasis on
the so-called “OCEAN Big 5.”
In brief, the OCEAN Big 5 model suggests that human personality is made up of five major domains
(the first letters of which spell out the acronym OCEAN):
Openness: a measure of the degree to which people enjoy new experiences
Conscientiousness: degree to which people prefer plans and order
Extraversion : degree to which people enjoy being with others
Agreeableness: degree to which people put others needs before themselves
Neuroticism : a measure of a person’s emotional stability (or lack of stability) and
propensity to worry.
MANl: After Action Report
13
Each person has a personality that is a hybrid of each of these domains. Knowing a person’s
personality score provides insights into the kinds of messaging to which he or she might be
especially receptive.
With this in mind, Cambridge Analytica ran two email campaigns with different types of personality
based email subject lines. In both cases, subject lines were developed specifically for individuals with
high scores on the neuroticism domain.
In the first email message, a subject line was developed which was designed to appeal to people with
high neuroticism scores. Specifically, the email subject line was designed to be reassuring to people
who ordinarily might have a propensity to worry. The subject line read:
Preserve Freedom and Overcome Hillary’s Candidacy
This subject line was sent to some people with high neuroticism scores and some people without
such scores.
As expected, the email with the tailored subject lined produced 20% better open rates when sent to
people with high neuroticism scores than than when it was sent to people without high neuroticism
scores.
In the email campaign, three types of email subject lines were sent to people with high neuroticism
scores. Some suggest of the subject lines were designed to be reassuring (e.g. “Calm the storm, stop
Hillary") , some were designed leverage a fear appeal (e.g. “Electing Hillary destroys our nation”), and
some were generic (e.g. Information from Make America Number 1).
Overall, the fear based email subject line produced the best results. The fear based subject line
resulted in 10% more email opens than a generic message, and a nearly 20% larger open rate than
the reassuring subject line.
These email campaigns demonstrate the effectiveness of psychographic profiling for enhancing
email marketing campaigns.
Television
Four major television buys were placed over the course the DCH.
1. Cut, 10/9
2. Can’t Run Her House (Michelle Obama Ad), 10/24-11/1
3. Race of a Lifetime (Drugs Ad), 10/24-11/1
4. Questions, 11/2-11/8
‘Cut’ ran for one night, during the second Presidential debate, in Ohio and Pennsylvania. The goal
was to reach a maximum number of Principal Audience households, within our budget. ‘Cut’
bracketed the debate running either directly before, or directly after, depending on the exact station.
The ad delivered 1.5M impressions in its’ one night.
‘Can’t Run Her House’ ran for two weeks in Florida. The buy was placed following an Ad Recall and
Impact Survey conducted by CA. The survey indicated the ad moved women away from Clinton,
MANl: After Action Report
14
swinging Clinton’s unfavorables by nearly 16 points among some demographics. Using this data, CA
isolated persuadable women in FL based on the Principal Audience, then selected the networks -
cable or broadcast - and carrier (Comcast, Charter, etc.) to best serve ‘Can’t Run Her House’ to these
audiences. The Communications team at both MAN 1 and CA worked together to place multiple
stories about the buy and the metrics behind it. MANl even drew a Cease and Desist from the
Clinton campaign, a true sign of the effectiveness of this ad.
‘Race of a Lifetime’ ran for two weeks in Florida. The buy was placed in the Panhandle, in high
density conservative areas. Similar to the above, CA used the Principal Audience to isolate regions
where high Republican turnout is imperative to the outcome statewide. ‘Race of a Lifetime’ and
‘Can’t Run Her House’ ran during the first week of Early Vote. Panhandle was delivered to nearly 1.6
million voters.
Expenditure
MANl paid CA a total of $5,593,648. Of this, $3,868,714 - roughly 70 percent - went to delivering
messaging directly to voters with the remainder going to overhead. Overhead included the retainer,
the Evangelicals data acquisition, and the polling conducted by CA.
Retainer and data: $1,377,934
Digital Ad Delivery: $2,534,657
Television Ad Delivery: $1,211,072
Web Development: $12,985
List Building: $110,000
Polling: $347,000
Conclusion
MAN 1 set out to run a highly targeted, data driven, financially transparent Super PAC. This ambition
alone, set it apart from other groups, both past and present. The ability of the organization to move
quickly in drafting creative, placing ads, and measuring impact made MANl an elite and imperative
component to Donald Trump’s success and Hillary Clinton’s ultimate demise. The entire MANl team
should take confidence in the knowledge that we did work other groups and individuals were
unwilling to do in defeating Hillary Clinton.
Looking forward to the 2018 and 2020 elections, MANl still serves a purpose by collecting, and
refining data for use advancing policy and directly advocating for or against candidates.
In the event MANl remained operational, our recommendations are to heavily invest in Hispanic
data collection through survey research, third party data scraping, and digital targeting. The Hispanic
portion of the electorate is only growing, and for Trump, or any other Republicans, to be successful
in the future, understanding the messaging and targeting of Hispanic voters is paramount. We
additionally suggest investing in voter registration efforts in states like Michigan, Nevada, Colorado,
Arizona, New Mexico, and Texas. While some of these states voted for Trump, the margin of victory
for conservative candidates is shrinking as years go by (Texas and Arizona) while other states have
seen a demographic shift that is moving them out of the ‘swing’ state column to a safely blue state,
making national success more challenging for candidates down the road.
Additionally, using what we learned about targeting, the principal audience, and messaging MANl is
well positioned to lean into Trump policies, and the policies of a majority Republican Congress and
Senate. Advancing these policies, through direct messaging to voters lays the groundwork for a
MANl: After Action Report
15
Trump reelection, and down ballot success for years to come. We recommend continuing with the
above methodology of drafting creative, delivering it to a principal audience, and measuring its
impact specifically centered around the policy initiatives of President Elect Trump.
CA
Cambridge
Analytica
Company,The
within this document is proprietary data and business confidentiaM^iature^h^Js^^n^nformatior^ontaine^r^hi^ocumenMre!^h^ha^s^raphs, tables,
text and diagrams) for any reason other than the evaiuation of the capability of Cambridge Analytica and its partners’ technical and business capabilities, without
the written permission of Cambridge Analytica, is strictly prohibited. Any analysis data enclosed in this document shall not be disclosed without the consent of the
company’s principals and shall not be duplicated, used, or disclosed - in whole or in part - for any purpose other than to evaluate Cambridge Analytica's capability to
perform the functions and services described in this document. All original content in this document is © Cambridge Analytica, 2016.
MANl: After Action Report
16
Cambridge Anaiytica Meeting
Alexander Nix
Corey Lewandowskj
Kellyanne Conway
From:
To:
Cc:
Date: Mon, 08 Jun 2015 10:57:36 +0000
, Brittany Kaiser
Dear Corey,
I understand from Kellyanne Conway that you very kindly agreed to meet us again, to continue discussing
how we could use behavioural analytics to help Mr Trump build his base.
I am scheduled to be in NYC again next week, and wondered if you had any availability to meet on
Monday 15th?
With many thanks
Alexander
Alexander Nix
CEO
This email is confidential and may be privileged. If you are not the intended recipient or have received this
email in error, please notify the sender imm^iatety and delete this email. Any unauthorized copying,
disclosure or distribution of the material in this email is strictly forbidden. Please note that any views or
opinions presented in this email are solely those of the author and do not necessarily represent those of
the company. Rnally, the recipient should check this email and any attachments for the presence of
viruses, i he company accepts no liability for any damage caused by any virus transmitted by this email.
CONFIDENTIAL TREATMENT REQUESTED
KAISER 00094
From: Sabhita Raju
Subject: Re: Trump Contract
Date: October 12, 2015 at 08:57
To: Julian Wheatland
, Alex Tayler
Kieran Ward
Alexander Ashburner Nix
James Hillier
Julian
A few questions and comments in the attached fo your consideration.
Perhaps the questions are already answered in the main contract and if so, fine, though it
may be prudent to repeat some of the definitions and restrictions in the appendix also.
If not, there needs to be clarification on what is being handed over to them, what data they
and CA own or have access to, some cautious caveats on the state of the national voter file,
as well as limitations on the volume of remote support to be provided.
Sabhita
Wheatland
Sent: 12 October 2015 14:34
To: Alex Tayler; Kieran Ward; Pascal Bugnion; Sabhita Raju
Cc: Brittany Kaiser; Alexander Ashburner Nix; James Hillier
Subject: Trump Contract
All
Trump contract is getting close to being signed. Please find attached latest version of services
and deliverables. Please note that, additional to what was previously discussed, we will have to
provide:
Twice monthly analytics reports on supporter and donor profiles
Ongoing analytics including segmentation of target audience groups across all states and
ongoing refinement of audiences using CA's proprietary methodology
A team of analysts selected and managed by CA will be available remotely to the Client to
refine and present analytics findings
This is potentially a significant extra resource requirement.
We have a 'spend' cap of $500k over 90 days and we only get paid for donations raised (100%
until costs covered and then 15% thereafter) and supporters registered ($1 per supporter).
I suspect the last two items may need some boundaries put on them. Thoughts?
Julian
DJTFP%20Servi
ces%2...R.docx
From:
Subject:
Date:
To:
Cc:
Robert Murtfeld
Re: Trump Channels
Mays, 2016 at 23:35
Matthew Oczkowski |
Brittany Kaiser
Thanks, Matt.
This is helpful. I know about Alexander and Corey Lewandowski since September last year. That's great regarding Rick Wiley and
Paul Manafort. Let's use your channel then as the primary channel and I will re-work Sam Clovis as mere soft background reference
(and not a channel).
Is that okay? Please confirm. Think of it as mobilization of the elder's chatter.
On a separate yet related note I was also introduced in Alexandria on Tuesday to a Michael Glassier contact.
His name is Brad Jones and he was interviewed last year by Glassier to join the Trump campaign (but Brad refused). Glassier joined
Trump in July 2015 as the National Political Director and is today Deputy Campaign manager. If there is use of the Brad/Glassier
contact let me know.
For Brad see: https://www.linkedin.com/in/bradle vci ones
Given the unstable nature of the presidential campaigns the more contacts the better it seems.
(I heard that Barry Bennett is soon out).
R
On 8 May 2016 at 23:01, Matthew Oczkowski wrote:
Alexander and I are circling and campaign manager and political director - rick wiley is making all decisions on this front and I'm
already in with him (for obvious reasons) -1 told him that we (CA) would work directly with him and Paul as to not go around him and
piss him off
Sent from my iPhone
On May 8, 2016, at 10:48 PM, Robert Murtfelc^^^^^^^^^^^^^^^^^ wrote:
Dear both.
My contact requested some talking points for her call tomorrow.
I quickly drafted the attached tonight. I've put some generic yet encouraging information on CA into the one pager and I am
developing a section on international communications for Trump to have a second card to play. If helpful/wanted I can put int'l
corns first and CA second.
Any thoughts on the attached and/or internal follow-up on below would be great.
Do we have a contract in sight through the Scott Walker contact in the Trump campaign?
Best wishes,
Robert
On 8 May 2016 at 20:46, Robert wrote:
Thanks, Matt.
I am very happy if this is the case but this needs re-confirmation.
Alexander wrote me this morning:
-Forwarded message-
From: Alexander
Date: Sun, May 8, 2016 at 5:53 AM
Subject: Re: PRIVATE & CONFIDENTIAL
To: Robert Murtfeld
Thanks Robert
(1) I suggest you use your skills of persuasion to impress on Jan the quality of the work we did for CfP and how much
we can help Trump
(2) Thereafter, if she offered to introduce you to the Trump team, then you should accompany her and do your best to
pitch CA
(3) If I can help -1 am on standby, and might be coming to the US today...
A
Can you please elaborate by what you mean "we are all set with Trump"?
Thanks,
Robert
On 8 May 2016 at 20:41, Matthew wrote:
We are all set with trump - no other channels are needed. Sam is a field guy and wouldn't be helpful for what we do anyway.
Sent from my iPhone
On May 8, 2016, at 6:29 PM, Robert wrote:
Dear Matt,
I am writing as on my end an opportunity emerged for us to pitch through an intermediary Sam Clovis tomorrow.
Clovis is Trump's campaign co-chair.
I sought clearance for this from Alexander, which I received this morning whilst he boarded a plane for meetings in NY (I understand
that is through Steve Bannon). Brittany (in copy) stressed that you have an additional channel in Alexandria and I am keen to
coordinate that my channel reinforces yours and/or is pursued in addition without interfering in anything already achieved.
Can you give me a call on the number below when you have a free moment this evening?
Cheers,
Robert
Sent from my BlackBerry
<Talking Points for Jan.pdf>
Cambridge
Analytica
Dr Kellie Leitch
Engaging Supporters Through Data and Digital Marketing
cambridgeanalytica.org
CONFIDENTIAL TREATMENT REQUESTED
KAISER 005070
About Cambridge Analytica
Cambridge Analytica is a global leader in data-driven market research and communications,
assisting political campaigns, advocacy organisations and commercial brands to understand
their audiences and better connect with individuals about the things that matter to them.
Challenges and Opportunities
With extensive experience serving in two different cabinets under former Prime Minister
Stephen Harper, Dr Kellie Leitch is running in 2017’s federal Conservative leadership race, in
order to identify and engage voters and supporters, Leitch needs an innovative approach.
Cambridge Analytica proposes to design and implement a cross-platform digital campaign that
will help Leitch identify new target supporters and communicate in a way that resonates with
them individually. We will use our digital marketing infrastructure to identify target segments,
and advertising can be crafted to appeal to viewers’ preferences and interests, giving the Leitch
campaign a powerful advantage over traditional approaches.
Cambridge Analytica suggests that this campaign be executed over a minimum period of three
months, ensuring adequate target “touches” to enable recall. Cambridge Analytica can also turn
creative assets provided by the Leitch campaign into ads that will be refreshed with sufficient
frequency to avoid audience fatigue, or our creative team can create collateral from scratch.
As previously discussed with the campaign team, CA proposes to structure the campaign in
such a way that it initially prioritises recruitment of new members to the Conservative Party
before transitioning into a persuasion campaign (to drive support amongst party members for
Dr Leitch’s candidacy) and voter mobilisation (to drive turnout amongst supporters).
Our digital marketing services will provide the Leitch campaign with a powerful toolkit to
communicate with individual Canadian voters, and we look forward to building a positive and
productive relationship that puts the campaign at the global forefront of data-driven
advertising.
Proposed Workflow and Budget
Cambridge Analytica
1
CONFIDENTIAL TREATMENT REQUESTED
KAISER 005071
Digital Marketing
CA will use our digital market infrastructure to find target segments of the Canadian electorate
likely to be receptive to Dr Leitch’s policy platform. CA’s digital marketing team will then design
and manage a cross-platform digital marketing campaign that targets individuals with
audience-specific messaging strategies. The digital campaign will deliver tailored creative
content across websites and social media, serving multiple impressions of the content to target
individuals.
This digital campaign can potentially make use of anonymised individual targeting of
Breitbart.com visitors from Canada, a service that CA can provide as the only digital marketing
agency licensed by Breitbart to leverage their site traffic for digital marketing purposes.
Throughout the life of the campaign, CA will provide updates on the campaign’s performance
across a range of key performance indicators, including cost per action, click-through rate, and
other metrics as appropriate. Upon the campaign’s conclusion, a final report will be produced
detailing campaign performance and providing the creative pieces used.
Indicative Budget
Digital Marketirtg Campaign and Creative Production 13% of expenditure
(minimum of $20,000 per month in advertising spend) + Fees for Creative Production*
•Approximately $325 per concept including resizes, with small fees for editing across segment groupings
Cambridge Analytica
2
CONFIDENTIAL TREATMENT REQUESTED
KAISER 005072
^ A Cambridge
V^\ Analytica
Registerad in Amarica at Corporation S<Nvic« Company, 2711 Camarvitle Road. Suita 400, Chy of Wilmington, County of New Castle, Delaware, 19808. The
content within this document is propnetary data and business confidential in feature. The use of any Informatior contained In this docunrant. (i.e., the charts,
graphs, cables, text and diagrams) for any reason other than the evaluation of the capability of Cambridge Anatyiica and its partners' technical and business
capabilities, without the written permission of Cambridge Analytica, Is strlaly prohibited. Any analysis data enclosed in this document shall not be disclosed
without the consent of the company’s prindpals and shall not duplicated, used, or disclos^ • in v^ole or in pan • for any purpose other than to evaluate
Cambridge AnalytJca’s capabHitty to peHorm the functions and services described in this document- All <wigir>al content In this document Is © Cambridge
Analytica, 2016
Cambridge Analytica
3
CONFIDENTIAL TREATMENT REQUESTED
KAISER 005073
Fwd: CA-ATTORNEY PRIVILEGED WORK PRODUCT AND
ATTORNEY CLIENT PRIVILEGED CORRESPONDENCE
From: Brittany Kaiser
To: Hilder
Date: Thu, 12 Apr 2018 13:24:54 +0000
Begin forwarded message:
From: "Sabhita Raju"_
Subject: Re: CA-ATTORNEY PRIVILEGED WORK PRODUCT AND ATTORNEY CLIENT
PRIVILEGED CORRESPONDENCE
Date: July 31, 2 015 at 19:07:32 GMT+1
To: "Levy, Larry"
Cc: "Alex Tavler" ■"Alexander Nix^
dittany Kaiser"
Larry
Please confirm that we need to send the complex agreement covering the full sen/ice offering to you and
the more simple email validation contract to Stefan.
Grateful i you could let us have Stefan's email address. Copying colleagues who are preparing the
documents and will take it from here.
Kind regards
Sabhita
On 27 Jul 2015, at 19:53, Levy, Larry
wrote:
Sabhita,
I've worked out a tentative arrangement with Nick Ryan of the American Future Fund
(AFF), an Iowa based c-4 that supports conservative causes. It is allied with Senator Grassley,
and is currentiy supportive of Huckabee. Nick wiii make an arrangement whereby he will design
a message from AFF, to go out to your list untested R donors/citizens. Anyone who responds to
AFF will become part of his list, as well as your list, and you can review the backend to
determine if non-responses went through to good addresses and simply aren't interested in
responding to AFF's ask. The message would probably be about Iran.
We could have Becki D. or someone else we work with push out the message, that way
you have full control and know you can get to the back end. Or, Nick uses either Direct
Response or Abundant Media for direct mail, both he believes would cooperate but we haven't
taken the next step of asking them.
I told Nick we could potentially produce 50,000 to 250,000 email addresses for this
CONFIDENTIAL TREATMENT REQUESTED
KAISER 271801
project, either in one giant push or in segments. And, because it is a c-4, not a political entity,
we can view this as an in kind contribution or joint effort that doesn't get separately reported as
an expense to the FEC.
Let me know if you still want to pursue this type of tact to further ciean your lists. And
sorry for the delay, 1 had to get Nick's attorney and him to buy into the program. And, of
course, we still expect to take the KTP I website live this week and can start to push things out
through it.
We will need a contract for Cambridge and KTP I, similar to what you sent to KTP It, to
make this work. And, of course you still have to maintain the firewall from any of the direct
campaign work, such as Cruz and Carson. Since I'm counsel to both sides of this equation, we
are going to have Stefan Passantino, the lawyer for KTP 11 represent the Super PAC for the
purpose of finalizing the contract between CA and KTP I.
Larry
LARRY A. LEVY
BRACEWELL & GIULIANI LLP
<imaged223deJPG>
CONFIDENTIALITY STATEMENT
This message is sent by a law firm and may contain information that is privileged or confidential. If
you received this transmission in error, please notify the sender by reply e-mail and delete the
message and any attachments.
CONFIDENTIAL TREATMENT REQUESTED
KAISER 271802
Subject: FW: DATA QUESTIONS: ATTORNEY WORK PRODUCT AND ATTORNEY CLIENT PRIVILEGED
COMMUNICATION
From: "Levy, Larry"
Date: Mon, 24 Aug
To: Alexander Nix I
Kyriakos Klc^'
Alex Tayler
Brittany Kai^^
Good day.
Please see below, who should I discuss these questions with, and when. We may need to
arrange a conference call with Kellyanne, but in the first instance I need answers to the below
questions in order to finally get this resolved.
We need to better understand the cost factors, certainly the 15% management fee on all
gross advertisement expenditures is a matter I’ve previously raised, and the costs of the set-ups
etc. in the fee structure need to be better explained.
Kellyanne has also asked about recourse for non-performance by CA in terms of
delivering good lists, developing supporters, etc.
I can schedule a call for tomorrow morning if that works, or am happy to review an email
response first and then see if we need to talk further.
Thanks for your assistance, this has been an exercise in pushing the rock up a steep hill,
but we are close to the summit.
Larry
From: Levy, Larry
Sent: Monday, Aug
To: Alexander Nix I
Subject: FW: DATa’
; Sabhita Raju
LAND ATTOr’
COMMUNICATION
BRG-000003334 Kellyanne questions 2015.txt[l/24/20, 8:11:47 AM]
Alex,
Trying to get this contract done, need to get answers to the below questions. The other
lawyer has also raised an issue about the 15% management fee, as did I, awaiting his written
comments.
Larry
CONFIDENTIALITY STATEMENT
This message is sent by a law firm and may contain information that is privileged or confidential. If
you received this transmission in error, please notify the sender by reply e-mail and delete the
message and any attachments.
BRG-000003334 Kellyanne questions 2015.txt[l/24/20, 8:11:47 AM]
From: Kellyanne Conway
Sent: Saturday, August
To: kyriakos.klosidissH
Cc: Levy, Larry; bekahH
Subject: DATA PRODUCT AND ATTORNEY CLIENT PRIVILEGED
COMMUNICATION
Hi Kyriakos -
I am President of Keep the Promise I, and look forward to working with you and your colleagues at
CA.
As the lawyers complete the paperwork, and the data hygienists complete their work on your data
files, I wanted to ask a couple of questions:
- Do you know who our "tech team" will be? I've really only heard form the sales force. I'd like to
get acquainted with them ASAP. We recently an all-hands call among vendors and senior team and
due to the current legal process, CA was missing. We'd like to connect and get everyone working
together as soon as possible. Several of our team members (including me) have worked with CA
previously.
- Does CA already own the GOP Iowa Caucus attendee list that includes actual caucus attendees
going back many cycles? Is this part of the data hygiene and list-building effort?
- Will the "clean" data profiles include registered Republican and Libertarian/third
party/unaffiliated/no party voters?
As we think about our broader strategies for the mail/phones/digital efforts, these answers are
central.
Thank you.
Kellyanne Conway
BRG-000003334 Kellyanne questions 2015.txt[l/24/20, 8:11:47 AM]
Call for Mercer family
BRG-000015914
Call for Mercer family
Date: Mon, 29 Aug 2016 16:54:27 +0000
Hi Brittany,
We received a call in the DC office from William Gheen. He introduced himself as the president of
Americans for Legal Immigration PAC. He is helping Kelli Ward beayohi^^cCaij^e wanted to reach out
to the Mercer family in the same regard. He left his contact details:^^^^^^^
I'm not sure who would be the best person to handle this but thought to send this to you considering you
and Al pitched Kelli Ward earlier.
Thanks
Aman
Referendum UKIP notes
From
Date:
Brittany Kaiser
Tue, 03 Nov 2C
Oldham -
1.5 million people -
3 databases - 1st membership database 40/50,000 names & details
Canvassing data from general election and the by election - but a mess, no consistent standard
All of our online engagement data - Facebook & Nigel Farage
Breitbart facebook & user data, which we can also potentially make use of
Cannot give the database
to provide data for the right purposes
what we can do is full access to analyse and produce -
Permissible use of our data -YES
If we produce results based up on this -
Leave.Eu paying - the cost of allowing us to use
Collateral contract - we are processing it
Membership data - University of Nottingham did a full survey 8%
API into the data
100,000 member by the end of the year (now at 40,000)
Arron has in mind for there to be a proposal for rebranding of UKiP
VoteLeave.Eu are off the mark completely
1) We are light-years ahead of everyone else
2) Element of thought leadership involved - Leave.Eu is the one to put their weight behind
10 people on the commission - all major political parties on the commission all non-lords
"Caseworker" - CMS system for voters
Voter Gravity have some of their data - but only 30 constituencies in to the system
All electoral rolls are available - publicly available
Some marked registers - some paper copies, some digital copies
Leitrim House - somewhere in Devon - Thursday
Relatively happy with
Relatively - until the designation is decided upon
-Voter turnout
Phillip Coppell from Cornerstone - Johnny data guy!
Very helpful -
Can Matt get his data guy up here?
2) If we can get that intro for legality
3) Letter of authorisation for contacting the electoral register
This email is confidential and may be privileged. If you are not the intended recipient or have received this
email in error, please notify the sender immMiately and delete this email. Any unauthorized copying,
disclosure or distribution of the material in this email is strictly forbidden. Please note that any views or
opinions presented in this email are solely those of the author and do not necessarily represent those of
the company. Finally, the recipient should check this email and any attachments for the presence of
viruses. The company accepts no liability for any damage caused by any vims transmittM by this email.
I03S6 consiiosr tnc environment uerore pnnting tnis 0“nf3i!
IMPORTANT READ THIS - Leave.EU Update and Arrangements
BRG-000006240
IMPORTANT READ THIS - Leave.EU Update and
Arrangements
From:
To:
Cc:
Date:
Tue, 10 Nov 2015 22:03:22 +0000
Jordanna Zetter
All
I had a call with Andy Wigmore today (Arron's right hand man) and he confirmed that, even though
we haven't got the contract with the Leave written up, it's all under control and it will happen just as
soon as Matthew Richardson has finished working out the correct contract structure between UKIP,
CA and Leave.
Preparations for Brittany's presentation next Wednesday (18^*^) are well underway:
■ The presentation will be at the House of Lords at 11:00am
■ It will be televised and SKY will be running some live coverage
■ There has been huge press interest in the presentation and press our very curious about the
scientific techniques of CA
■ There will be around 150 people in the audience (50-60 of whom will be press)
■ Afterwards there will be press interviews by request (maybe interviews with Brittany)
The dinner will take place at 5 Hertford Street the following evening, Thursday (19^^). Attendees will
Include:
■ Nigel Farage
■ Simon Heffer
■ Barclay Brothers
■ Et Al
David - do you have some insights from the UKIP data that you can start to share? When are we
getting the rest of the data?
Pere - I will be on a plane during the House of Lords presentation, so please can you plan to attend
with Brittany (and possibly also Jordanna). We are not yet sure who/how many will be required on
Thursday evening. We need to start preparing Brittany's presentation, which will involve working
with some of the insights David has been able to glean from the UKIP membership data. Can you
take the lead on this please and coordinate a call with Brittany and David tomorrow?
Jordanna - Brittany needs a brief on how to field a variety of questions about CA and our
methodology, but also SCL, Rest of the World, SCL Defence etc... Can you please work with Harris,
and get input from Alexander, and produce some 'line to take' notes?
Thanks
Julian
-o 2.
^ CfQ
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PROJECTS MEETING WED, 22/12/2015
Fwd: Re: Counsel's Advice - Processing UKIP Data and General Advice
BRG-000006532
Fwd: Re: Counsel's Advice - Processing UKIP Data and
General Advice
From:
To:
Date:
Attachments:
David Wilkinson
Brittany Kaiser
Fri, 20 Nov 2015 16:05^11 +0000
smime.p7s (5.14 kB)
.Forwarded messaoj
From: "Matthew Richardsom''
Date: 20 Nov 2015 11:06 a
Subject: Re: Counsel's Advice - Processini
To: "Julian Wheatland"
Cc: "David Wilkinson"
Julian,
UKIP Data and General Advice
I have spoken to Philip about this and there is some confusion at our end about where this data is coming
from and going to.
Our advice was based on the following premises:
• CA receives Personal Data from UKIP
• CA combines that Data with other l^itimate sources and processes it
• CA produces a series of models of likely supporters and profile of ideal messaging for each which
contains no Personal DataC'the Analyst Dataset")
• CA returns that Analysed Data to UKIP
• As the Analysed Dataset contains no personal data UKIP are free to give that Analysed Dataset to
anyone else to do with what they wish. UKIP will give the Analysed Dataset to Leave.EU
Could you please confirm that the above is correct?
Do I also understand correctly that CA then intend to use the Analysed Dataset and overlay it on
Leave.EU's legitimately acquired data to infer (interpolate) profiles for each of their supporters so as to
better controrthe messaging that leave.eu sends out to those supporters?
Is it also correct that CA then intend to use the Analysed Dataset and overlay it on publicly available data
to infer (interpolate) which members of the public are most likely to become Leave.EU supporters and
what messages would encourage them to do so?
If these understandings are not correct please let me know and I will give you a call to discuss this.
Many thanks,
Matthew
From: Julian Wheatland
Date: Friday, 20 Novem
Matthew Richardsor^^^^^^^^^^^^^^^^^^^^^
W i I k i n s o n ’
Subject: FW: Counse^TovIc^^Rcessm^Kiroata and General Advice
Matthew
Fwd: Re: Counsel's Advice - Processing UKIP Data and General Advice
BRG-000006532
Can you comment on David's concern?
Kind regards
Julian
From: David Wilkinson
Sent: 19 November
To: Julian Wheatlan
Cc:
Alexander Ashburner Nix
Pere W. Brown
Brittany Kaiser
vice - processing UKIP Data and General Advice
Hi Julian, thanks for this.
I have some concerns about what this document says is our "output" - points 22 to 24. Whilst it includes
what we have already done on their data (clustering and initial profiling of their members, and providing
this to them as summary information), it does not % anything about using the models of the cluster
that we create to extrapolate to new individuals and infer their profile. In fact it says that our output does
not identify individuals. Thus it says nothing about our microtargetinq approach typical in the US^ which I
believe was something that we wanted to do with leave eu data to identify how each their supporters
should be contacted according to their inferred profile.
For example,, we wouldn't be able to show which members are likely to belong to group A and thus should
be messaged in this particular way - as the identification of these pk>ple would constitute personal data.
We could only say "ciroup A typically looks like this summary profile".
Brittany and I are going to Leave.EU HQ tomorrow (Friday) and thus it would be really useful to have this
clarified early on tomorrow, because I was under the impression it would be a large part of our product
offering to our UK clients.
Many thanks,
David
On 19 Nov 2015 8:41 p.m.^ "Julian Wheatland"
M
i/rote:
Please find attached the written advice from Queen's Counsel on the question of how we can legally
process data in the UK, specifically UKIP's data for Leave.eu and also more generally.
Re: Call when you can
BRG-000010881
Re; Call when you can
From:
To:
Cc:
Date:
Al Han
Brittany
Amanpreet Man
Mon, 21 Mar 2016 18:49:51 +0000
Brittany
I'm leaving office for DCA now. I know you are swamped, so only if possible^
may I suggest you call Mei Mei, to answer questions to we can begin work
Thanks; will check messages later.
Al _
On 21 March 2016 at 11:43, Mei Mei Huff wrote:
Brittany,
Another important clarification needed. The following is your propose timeline:
a. Phase A: Week 1 - Week 2
b. Phase B: Week 2 - Week 4
c. Phase C: Week 4 - Week 8
The problem is we don't have 8 weeks to get your final product in Phase C, to do our mail or other
programs. Since the scope of work has been reduced, how long would it take you to give our campaign
the products in Phase C for us to am our programs?
-Original Message
From: Brittany Ka
To: Mei Mei HuffT
Cc: Al Han |
Sent: Mon,Viar zuib ii:iz am
Subject: Re: Call when you can
Dear Mei Mei,
Not a problem, I aim to answer questions as quickly as I can between meetings (sorry for a slight delay
on this one).
As for the data files we provide, they will all have correct mailing addresses.
The emails we have however are used to be onboarded for digital marketing campaigns. Since the laws
dictate that campaigns cannot send unsolicited emails, we ne^ to match the individuals and their emails
to online profiles to serve them digital ads. Once they sign up to support Bob, then we can email them
accordingly, but the most important thing to do is to drive them to become supporters and pledge their
support By opt-ing in.
We can either work with your digital partner to execute this effectively or we can run this ourselves, as
outlined in the proposal, which is a 13% management fee on the digital media spend, plus 2% extra if
Re: Call when you can
BRG-000010881
we are doing the creative.
With my best,
Brittany
On 21 March 2016 at 16:00, Mei Mei Huffl
wrote:
Thank you Brittany for your quick response. In the data files you provide, would it include mailing
and email addresses?
Mei Mei Huff _
-Original Message
From: Brittany '
To: Mei MeL
Cc: Al Han
Sent: Mon,'
Subject: Re: Call when you can
Good day Mei Mei,
Lovely to hear from you. The 300,000 individuals would be a final product, after the matching process
and modelling. These would be the "cream of the crop" so to say, of high-turnout Republicans
modelled to support Bob.
Once this universe is matched and modelled, we would identify the most persuadable audience and
license the top tier to you for outreach. You would have access to their psychographics (with
messaging guidance), as well as other models such as which issues they care about, their turnout and
partisanship scores.
Additionally, we can assist you with the digital campaign if your fundraising allows, though you do not
need to commit to this straightaway until you are comfortable with a further budget.
Do not hesitate to get back in touch. We are looking forward to supporting your good work and
propelling Bob's campaign fonvard.
With my best wishes.
Brittany
On 21 March 2016 at 15:44, Mei Mei Huf
wrote:
Good morning Brittany &AI. Thank you for your patience in working with me. I have another
question regarding the 300,000 universe - Is the 300,000 voters database defined as the final
product of 300,000 likely voters for Bob that we can use for our outreach programs or 300,000 raw
data from PDI that Cambridge will use as the base to which you will apply your matching process?
Thank you.
—Original Message
From: Brittany Kai^rJ
To: Mei M ei Hi "
Cc: Al Han
Sent: Fri,
Subject: Re: Call when you can
Thanks Mei Mei,
Re: Call when you can
BRG-000010881
Just as a note, if you need all of the data analytics work, clustering, psychographic messaging, and
data licensing (contact lists with relevant data points and models, etc) to fit into 20K, we can do it,
just for a smalfer target audience. Narrowing it down to around BOOK targets or slightly more.
Any expenditure past that would be depending on how much you would want to spend on a digital
campaign, which we would strongly suggest to secure Bob's support base with the below 50's age
group down to first time voters.
Looking forward to working with you both!
With kindest regards.
Brittany
On 18 March 2016 at 14:15, Mei Mei Hu
wrote:
Sorry to miss your call, Al. I need to change my m^age; I am in town. I am staffing Bob to
various meetings today. We are at LA Times;Bob is in an endorsement interview now. We have
several back to back meetings. I will call you when I can. Thank you for following up.
Good Morning Mei Mei
Just called your office and heard your outgoing message; you're
out of town.
Please call me at your convenience to clarify a few points from the
proposal. This will include the modeling, personality clusters, and
voter files.
We want to get this going for Bob right way.
Thanks,
Al
ALHAN
Special Advisor, USA
httDs://CambridQeAnalvtica.orQ
Re: Call when you can
BRG-000010881
Brittany Kaiser , PhD Candidate, MPhil, LLM, MA Hons
Director of Program Development
This email is confidential and may be privileged. If you are not the intended recipient or have
received this email in error, please notify the sender immediately and delete this email. Any
unauthorized copying, disclosure or distribution of the material in this email is strictly forbidden.
Please note that any views or opinions presented in this email are solely those of the author and do
not necessarily represent those of the company. Rnally, the recipient should check this email and
any attachments for the presence of viruses. The company accepts no liability for any damage
caused by any vims transmitted by this email.
Please consider the environment before printing this e-mail
Brittany Kaiser , PhD Candidate, MPhil, LLM, MA Hons
Director of Program Development
This email is confidential and may be privileged. If you are not the intended recipient or have received
this email in error, please notify the sender immediately and delete this email. Any unauthorized
copying, disclosure or distribution of the material in this email is strictly forbidden. Please note that
any views or opinions presented in this email are solely those of the author and do not necessarily
represent those of the company. Finally, the recipient should check this email and any attachments for
the presence of viruses. The company accepts no liability for any damage caused by any vims
transmitted by this email.
pHsase consider the environment before printing this e-mail
Brittany Kaiser , PhD Candidate, MPhil, LLM, MA Hons
Director of Program Development
Re: Call when you can
BRG-000010881
This email is confidential and may be privileged. If you are not the intended recipient or have received
this email in error, please notify the sender immediately and delete this email. Any unauthorized copying,
disclosure or distribution of the material in this email is strictly forbidden. Please note that any views or
opinions presented in this email are solely those of the author and do not necessarily represent those of
the company. Finally, the recipient should check this email and any attachments for the presence of
viruses. The company accepts no liability for any damage caused by any vims transmitted by this email.
Please consider the environment before printing this e-maii
ALHAN
Special Advisor, USA
j ytica.org
Re: Dish USA update
BRG-000019451
Re; Dish USA update
Date: Tue, 29 Nov 2016 11:38:49 +0000
Well done Brittany
I spoke to Chase last week as well and he reiterated Candy's strong desire to meet with the Trump
administration team ASAP
Reading between the lines: I think that Dish are frightened that their overwhelming support for the
Democrats will come back to haunt them and are quickly seeking to change allegiances.
Not wanting to diminish your hard work, but I suspect that the impetus behind the desire to explore a deal
with CA, has less to do with CA and more to do with our relationship with Trump team. Nonetheless, we
should seize this opportunity to get a deal done.
As soon as a deal is signed, I would be pleased to introduce the family to Bekah, Steve, Jared, Flynn etc
etc etc
A
Alexander Nix
CEO
This email and any attachments are confidential. If you have received this message in error, please do not
use it in any way. Inform the sender and delete it. The author's views and opinions do not necessarily
represent those of the company. Please check this email and any attachments for viruses as the company
accepts no liability for any damage caused by this email.
Please consider the environment before printing this e-mail
On 28 Nov 2016, at 22:55, Brittany Kaiser
wrote:
Re: Dish USA update
BRG-000019451
Hi guys,
I spent time over the weekend in Colorado and have some great news so far on the strategic
partnership with Dish USA for the TV DMP (see attachment below for a reminder of the concept
note).
Charlie and Cantey Ergen read it and are helping us move fonward. Charlie fonwarded it to a team of
his colleagues last week, headed by Warren SchTichting (EVP, Programming, Marketing & Media Sales),
who is exactly the person Ed expected us to negotiate with.
Chase and his dad Charlie both met with Warren today. Warren has some questions about
requirements and expectations of the proposed strategic partnership, so the next step is a call for him
and Ed.
I will get that set up shortly (awaiting official feedback later tonight).
On a separate, but related, note, the Ergens would like to meet with Bekah or Steve when possible
and be kept updated on the appointments at the FCC. All help we can lend with this puts us in the
right position to forge a great business relationship between CA & Dish.
Thanks to you all, will keep you updated.
Best,
B
Brittany Kaiser , PhD Candidate, MPhil, LLM, MA Hons
This email and any attachments are confidential. If you have received this message in error, please do
not use it in any way. Inform the sender and delete it. The author's views and opinions do not
necessarily represent those of the company. Please check this email and any attachments for viruses
as the company accepts no liability for any damage caused by this email.
Cambridge Anaiytica Meeting
Alexander Nix
Corey Lewandowskj
Kellyanne Conway
From:
To:
Cc:
Date: Mon, 08 Jun 2015 10:57:36 +0000
, Brittany Kaiser
Dear Corey,
I understand from Kellyanne Conway that you very kindly agreed to meet us again, to continue discussing
how we could use behavioural analytics to help Mr Trump build his base.
I am scheduled to be in NYC again next week, and wondered if you had any availability to meet on
Monday 15th?
With many thanks
Alexander
Alexander Nix
CEO
This email is confidential and may be privileged. If you are not the intended recipient or have received this
email in error, please notify the sender imm^iatety and delete this email. Any unauthorized copying,
disclosure or distribution of the material in this email is strictly forbidden. Please note that any views or
opinions presented in this email are solely those of the author and do not necessarily represent those of
the company. Rnally, the recipient should check this email and any attachments for the presence of
viruses, i he company accepts no liability for any damage caused by any virus transmitted by this email.
CONFIDENTIAL TREATMENT REQUESTED
KAISER 00094
Reclaim NY Event - Wednesday, May 24th
BRG-000027810
Duke Permcci
Tom Jackson
David Day
Kyle Thomas
>, Claire Anastasia
, Ed DeNicola
>, Molly Schweickert
>, Andrea Crino
, Stan Spring
>, Hudson Phillips
, Darren Bolding
Jason Berlinsky
>, Daniel Nazareth
Date: Mon, 22 May 2017 16:41:55 +0000
On Wednesday, May 24th, Reclaim NY will be hosting an event from 7:00 to 10:00pm in our office.
Reclaim will b^in moving their desks to the far east wall at 2:00pm with set up continuing throughout the
afternoon. CA staff are welcome to attend; however, they have asked that we be out of the main space by
6:00pm to allow more flexibility with set-up.
If you plan to attend: Y ou can leave at 6:00pm and return when the event starts or stay in the office
until the event starts. If you would rather stay in the office please plan to move into NY CA Meeting Room
or Meeting Room 2 by 6:00pm. Also, please let me know by COB today so I can give an accurate count
to Reclaim.
If you do not plan to attend: Please be out of the office by 6:00pm.
Whether staying or going, please remember to clear your desk and secure your items in a locker or file
cabinet.
Thanks much,
Erin Coe
Proiect Manaoer
CA Cambridge Analytica
Reclaim NY Event - Wednesday, May 24th
BRG-000027810
h tt p s: / /cambrid ge analytica.or g
This email and any attachments are confidential. If you have received this message in error, please do not
use it in any way. Inform the sender and delete it. The author's views and opinions do not
necessarily represent those of the company. Please check this email and any attachments for viruses as the
company accepts no liability for any damage caused by this email.
Subject: Fwd: Gun Work - NRA/TTV/ THG/NSSSF
From: Peregrine Willoughby-Brown
Date: Fri, 12 Feb 201617^13j304^^^^^"
Kaiser
- Forwarded mes sage
From: Matthew Oczkowski
Date: 12 February 2016
Subject: Gun Work - N RA/TTV/THG/NSSSF
To: Mo lly Schweickert
Tayler
Alex
exander Nix
Peregrine Willoughby-Brown
Julian Wheatland
Hello Everyone -
I put everyone on the email chain to run down a whole host of updates
on the gun work that we have been chasing and working on. I just got
off a call with the KDM's on two projects and want to provide updates
and action points.
Please read below and let me know if you have any questions:
1. 'Trigger the Vote' campaign - for the NRA through the Herald Group
I've gone back and forth with these guys and here is were we are at.
They want to be at 35k for the analytics portion because they have
already set that expectation with the client prior to them seeing
something from us. They want to keep in the four focus groups, and
lean on our internal gun data to build the foundation for this
campaign.
With that said, we are going to land $800,000 in digital advertising
budget for this project (with 20% margins) to make up for the lower
than expected analytics portion so we can make it up on the backend
with the higher marketing rake.
We need to update the current statement of work with the price above
(35k) and make the proposal out to 'Federal Capital Communications
Corporation" instead of the Herald Group. Pere, I think we should talk
directly to go over the specifics to make sure we are on the same
page.
2. NSSF (National Shooting Sports Foundation) project
NSSF is a trade organization made up of all the gun manufactures
selling in the US. Each year, they run a large campaign aimed at
'voter education'. They call it voter education to avoid the corporate
proxy tax by directly endorsing any candidates and focusing on
issues.
Pat O'Malley, our contact with access to the money, has been running
this campaign for them since 2002 and it has been almost entirely
direct mail. Pat was leveraging a database of fire arms manufacturing
warranty cards (collected by the fire arms companies) to determine his
targeting in key states (millions of people, if they bought a gun, and
what kind of gun they bought).
Pat has realized that he needs to modernize this process and this
campaign. Here is how our involvement would work in broad strokes:
1. We would get data from NSSF, Cabelas, Bass Pro Shops, and online
gun retailers (every outdoorsmen or gun customer in 14 targets states
- (I can't emphasize how big of a deal this is for us).
2. We would match this data to our database, model it, enhance it with
our gun data, and determine groups of persuadable voters who support
gun rights and also turn them out to vote.
3. The flight of the campaign would be from April-November
4. We have the opportunity to craft an amazing campaign to present to
this group to get them to buy into.
5. We will also be in charge of all of the digital advertising for
this campaign.
There are ALOT more details to discuss, but we need to have a meeting
on Monday to go through everything as a team to be able to come up
with something. From there, I need to sit down with the herald group
and Pat OMalley to collaborate with them on the moving pieces so we
can present this with a budget to the client.
I don't want us to get overly excited, but this has the potential to
be a 3-5m dollar contract for us. The other upside is we have an
opportunity to impress the CEO's of the largest gun companies in the
world. This will require closed loop reporting, research, polling, AB/
EV chase, etc.
Matt OczkowskiHead of Product
Cambridge Analytica
WWW. cambridgeanalytica.org
NEWS RELEASE:
Cambridge Analytica
Robert Vanisko; North 6**^ Agency
Cambridge Analytica Responds to Article in The Hill
WASHINGTON D.C.- April 27, 2016 - Following an interview on Facebook Live yesterday with The Hill,
quotes from Brittany Kaiser, director of program development at Cambridge Analytica, were taken out
of context in a follow up article. Ms. Kaiser does not work on the presidential campaign of Senator Ted
Cruz, and remains outside of the campaign's physical and technical firewall. As she made clear in the
interview, her comments around potential strategy were purely speculative.
The author of the piece in question also failed to make distinctions between Cambridge Analytica and
SCL Defence, two entirely different companies. There is no correlation between work done by SCL
Defence and Cambridge Analytica, including any U.S. political campaigns.
In regard to the reporter's assertions that Cambridge Analytica uses fear as a motivator, Ms. Kaiser's
response was also taken out of context in the follow up article. She responded that fear is only one of
many emotions that contribute to a voter's psyche, and that many campaigns' main goal is to reassure
voters by spelling out a candidate's polices in a way that will resonate with that individual.
Lastly, contrary to what was speculated in the article, Cambridge Analytica's work for Cruz for President
does not include psychological profiling of delegates.
About Cambridge Analytica
Cambridge Analytica, the U.S. subsidiary of SCL Group, is the market leader in the provision of data
analytics and behavioral communications for political campaigns, issue groups and commercial
enterprises. With cutting-edge technology, pioneering data science, and 25 years of experience in
behavior change, CA provides advertisers with unparalleled insight into their audiences. More
information can be found at: https://cambridgeanalytica.org.
###
Subject: Fwd: Hill arti cle - follow up
From: Brittany Kaiser
Date: Thu, 28 Apr 2016 10:31:44 +0000
Larry"
Hi Larry,
I received a message that this email I sent yesterday bounced and didn't get to your mailbox. Alexander asked me to
copy you, so please confirm receipt.
Thanks for your assistance with this.
-Forwarded message
From: Brittany Kaiser
Date: 27 April 2016
Subject : Hill article - follow u
To: jro
Cc: Alexander Nix
"Levy, Larry"
Dear Senator Cruz, Jeff, Chad, and Chris,
It is with great remorse that I write to you in regard to an article recently published in The Hill regarding Cambridge
Analytica's technology and it's uses in the 2016 cycle.
I took this interview after a firm briefing to the journalist that I do not work on the Presidential campaign, and did not
have any knowledge of the strategies or tactics currently being employed in the Senator's campaign, so therefore could
only speak generally about our company's methodologies.
I take full responsibility for the very unfortunate deviation in questioning which happened in a live interview. I had to
reiterate that I did not work on the campaign and continually bring the conversation back to company history and
current uses of our technology. A
In the follow-up article, my comments were poorly misconstrued and I sincerely regret any negative implications this
may produce for the campaign and our firm. Consequently, the article has been rewritten to make my firewalling
obvious to readers, alongside clarification of some comments.A
I also would like to acknowledge that senior executives at Cambridge Analytica have thoroughly taken me through the
implications of this situation, which I am fully aware of now, and I more than regret having participated in any events
leading to stress on the great work you are all are doing. In line with appropriate measures, I have withdrawn from all
future press engagements in this cycle.
If there is anything additional I can do to reassure your team of my intentions, please advise and I will do everything in
my power to respond accordingly.
BRG-OOOl 12527 CA Cruz apology media.txt[l/24/20, 9:08:06 AM]
With sincere regards,
Brittany
Brittany Kaiser, PhD Candidate, MPhil, LLM, MA Hons
Direetor of Program Development
CAA Cambridge Analytiea
WWW . cambridgeanaly tica. org
This email is eonfidential and may be privileged. If you are not the intended recipient or have received this email in
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virus transmitted by this email.
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Brittany Kaiser, PhD Candidate, MPhil, LLM, MA Hons
Direetor of Program Development
BRG-OOOl 12527 CA Cruz apology media.txt[l/24/20, 9:08:06 AM]
This email is confidential and may be privileged. If you are not the intended recipient or have received this email in
error, please notify the sender immediately and delete this email. Any unauthorized copying, disclosure or distribution
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BRG-OOOl 12527 CA Cruz apology media.txt[l/24/20, 9:08:06 AM]
Subject; Fwd; Keep T he Promise Contract
From; Brittany Kaiser
Date; Thu, 12 Apr 2018 13;25;25 +0000
H i I d e r
Begin forwarded message;
Nix"
Subject; Re; Keep The Promise Contract
Date; August 12, 2015 at 22;26;46 GMT+1
Larry"
, "Steve
Thanks Larry
Between you and me.... Kellyanne is being deliberately obtuse about this contract because she is
upset with Long Island’s decision to allow CA to service multiple Presidential campaigns.
She needs to be (firmly) reminded that the people that made this decision are the same people who
empowered her as Head of the KTP PAC!
A
Alexander Nix
CEO
CA Cambridge Analytica
BRG-000127429 Mercer supporting multiple candidates.txt[ 1/24/20, 9:09:07 AM]
This email is confidential and may be privileged. If you are not the intended recipient or have
received this email in error, please notify the sender immediately and delete this email. Any
unauthorized copying, disclosure or distribution of the material in this email is strictly forbidden.
Please note that any views or opinions presented in this email are solely those of the author and do
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Please consider the environment before printing this e-mail
On 12 Aug 2015, at 16:23, Levy, Larry
wrote:
Alexander,
Her company has had a contract with Aristotle, she didn’t just start working with them
instead of CA.
I’ll work on the KTP I contract and try to move it along. We are bringing in another
lawyer to represent KTP I, while I represent CA.
Larry
From: Alexander Nix |
Sent: Wednesday, August 12, 2015 5:19 PM
To: Levy, Larry
Cc: Kyriakos Klosidis; Brittany Kaiser; AlexTayler; Steve Bannon
Subject: Keep The Promise Contract
Hi Larry
(1) We have addressed IN FULL Kellyanne's concerns regarding the original proposal, which was
turned around for her attention in record time and contained lx spelling error and lx mis-
reference (in a 15 page document)
An updated version of the original Proposal was then drafted to correct the above typos (attached)
BRG-000127429 Mercer supporting multiple candidates.txt[ 1/24/20, 9:09:07 AM]
and sent to her almost 6 weeks ago.
(2) We have already drafted a contract for Keep the Promise 1 which you have seen (attached) and
includes an Appendix setting out our services
This did not contain any of the above errors (which were in the original proposal only)
(3) It was made crystal clear to Kellyanne from the beginning that KTP were to be engaging CA.
If she went ahead and engaged Aristotle, then she did so in the full knowledge that KTP was meant
to be working with CA
(4) This has gone on far too long.
We need to get this contract finalised and signed by both parties before the weekend. Please can
you give this your fullest attention.
Thank you
Alexander
On 12 Aug 2015, at 15:50, Levy, Larry
Iwrote:
Kyriakos,
The email from Kellyanne commenting on the contract refers to an attachment A, that
she wanted more information about; in it she notes that it was addressed to Keep the FAITH,
instead of keep the Promise, that it has several spelling errors, and that there is a reference to
pushing out the communication through the “NY GOP outreach channels”, which makes no sense
because this was supposed to be a contract for services in Iowa and South Carolina. The material
you sent doesn’t contain any of those provisions, and it appears from the emails I can trace that
the proposed contract went from Alexander Nix to Kellyanne.
BRG-000127429 Mercer supporting multiple candidates.txt[ 1/24/20, 9:09:07 AM]
I think it best to start with a new contract between KTP I and CA for services, with the
polling company being a third party contractor to KTP I. That way we can move the ball through
the PAC, and get Kellyanne what she needs when she is doing work for the PAC. This will also
hopefully demonstrate the value proposition such that Kellyanne will want to contract directly with
CA for other polling client work. She does have a long term contract with Aristotle, which is the
source of most of her data now, and they have been relatively happy with that contractor. Absent
the many relationships involved here she likely would not be in the market for another service
provider.
Please send me a draft contract for KTP I, with an appendix that explains what services
are being offered, the costs, and is otherwise responsive to Kellyanne’s comments. I’ll then work
off of that to move the contract through the process.
Please note I’m totally booked on other matters Thursday afternoon through Sunday, so
I can start on something if I get it early enough tomorrow, otherwise it will be Monday.
Larry
LARRY LEVY
BRG-000127429 Mercer supporting multiple candidates.txt[ 1/24/20, 9:09:07 AM]
CONFIDENTIALITY STATEMENT
This message is sent by a law firm and may contain information that is privileged or confidential. If
you received this transmission in error, please notify the sender by reply e-mail and delete the
message and any attachments.
From: Kyriakos Klosidis|
Sent; Wednesday, August 12, 2015 5:50 AM
To: Levy, Larry
Cc: Brittany Kaiser; Alex Tayler
Subject: Polling Company NDA
Hi Larry,
Forwarding relevant email sent by Sabhita a couple weeks ago, assuming that this is what you were
looking for?
Best regards.
Kyriakos
Kyriakos Klosidis
Projects Coordinator
BRG-000127429 Mercer supporting multiple candidates.txt[ 1/24/20, 9:09:07 AM]
scl commercial
scl defence
scl elections
scl social
This email is confidential and may be privileged. If you are not the intended recipient or have
received this email in error, please notify the sender immediately and delete this email. Any
unauthorized copying, disclosure or distribution of the material in this email is strictly forbidden.
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caused by any virus transmitted by this email.
Please consider the environment before printing this e-mail
From; Sabhita Raju
Sent; 30 July 2015 22;31
To; Levy, Larry
Cc; Alexander
Subject; Re; KTP II
Kyriakos Klosidis
Larry
We have yet to proceed to a full contract.
BRG-000127429 Mercer supporting multiple candidates.txt[ 1/24/20, 9:09:07 AM]
Kellyann had raised concerns and asked a number of questions after we shared the two NDAs
which were sent to Kevin Quinley at the Polling Company which they forwarded to you (attached
for ease of reference).
Comprehensive answers to all queries raised by Kellyann were sent to her but we are still waiting
for a decision by KtP on proceeding to the contract phase and on what terms (those in the proposal
or different ones which could be discussed).
If I can have that discussion on the scope of the contract and costings despite being in the Cruz
firewall I am happy to do so and will ensure a contract is drafted thereafter.
Sabhita
BRG-000127429 Mercer supporting multiple candidates.txt[ 1/24/20, 9:09:07 AM]
Re: Trump Contract
BRG-000003927
Re: Trump Contract
From:
To:
Cc:
Date: Sat, 12 Sep 2015 21:29:15 +0000
Maybe Robert could also review please.
Sent from my iPhone
On 12 Sep 2015, at 22:28, Alexander Nix
wrote:
We have a draft of the original contract: it just needs the terms updating to reflect the new
agreement.
However, given the importance, I think this needs larry’s professional input....
Brittany, by all means have a first pass, and then please send to Larry
Sent from my iPhone
On 12 Sep 2015, at 22:19, Steve Bannon
wrote:
Would like to get to the client NLT 9 am EOT
On Sep 12, 2015, at 5:17 PM, "Brittany Kaiser" wrote:
Do you need me to begin the contract tomorrow? Happy to do it if anyone wants to give me
guidance, but I think I could produce a useful first draft to be ready for Monday morning
editing.
Sent from my iPhone
On 12 Sep 2015, at 19:51, Alexander Nix
wrote:
Dear Larry
Today we reached agreement on terms for moving fonward with a pilot programme for
the Trump Campaign, as follows:
- 60 day minimum trial period
- CA to meet all data analytics, modelling, psychographics, creative, and media
management costs etc
- CA to commit $250k-$500k for media placement (digital/mail/telephone etc) amount
to be confirm^
- CA receives $1 per supporter we register (min: name, address and email)
- CA to receive 100% of donations until we are 'made whole' (media placement fee
only) and then we split the 'profits’ 85/15
- If CA are not made whole within 180 days the campaign commits to meet the balance
of costs incurred
- AIQ to be CA's prime sub-contractor on this contract
Re: Trump Contract
BRG-000003927
You will note that:
(1) It is a trial for 60 days only fbut I think that it should auto renew on the same
terms, un till Nov 2016, unless the client terminates in writing)
f2J CA are providing all the financing for the media spend
(3; The fees for registering supporters have increased from $0.62 to $1 per name,
however, the digital production and reporting fees are to be absorbed by CA (Appendix
B)
(4) Trump Campaign has agreed to your advice about underwriting the balance of costs
if we are not made whole after 180 days (I added the 180 days, so if you do not think
this time frame is not appropriate please amend)
(5) The Trump Campaign has additionally agreed to:
- Expand the targets geographic region so that the campaign is
National and not limit to lA, NH, NV and SC (Appendix A)
- Creative control and flexibility on messaging and creative with final approval from clien
t.
- Tracking integration into Trump cart and "thank you page"
- Exclusivity on the broad match search term "Donald Trump"
- Existing donor and supporter lists (name, address, e-mail, mobile, and home
numbers)
- Administrative privileges for Facebook marketing
- Tracking implementation on web properties and donation cart check-out
Attached is the draft of the original contract that you prepared for us (I have amended
the branding and formatting to reflect AIQ/CA)
(1) Please can you update this to reflect the new contractual terms above
I have also attached the Prime Sub-contractors agreement that you drafted as between
CA and AIQ, who will be taking the lead on this contract on behalf of CA.
(1) Please can you confirm that this agreement is OK to be signed / and or
amend and resend
(2) Are there any other agreements that we will need to enter into with AIQ
to protect our Client and our IP etc
I appreciate that it is the weekend, so if you cannot look at this today/to morrow, I
wonder if you might be able to action first thing on Monday as the Trump Campaign
have made it clear that they want to start ASAP and after 4 months of negotiation I
don't want to lose this!!!
Thanks Larry
A
<DM-#4965604-vl-AIQ_Cambridge_Tnjmp_contract ANv.2.docx>
<DM-#4965706-v2-Clean_draft_CA_nda_3rd_party.doc>
Subject; Fwd; Cambridge Analytica/ EU Exit
From: Alexander Nix |
Date: Wed, 21 Oct 2015 12:21:11 +0000
To: Julian Wheatland <|
Brittany Kaiser <|
OK 10am confirmed - please book big room and have office looking smartBrittany - please can
you change your flight
A
Alexander Nix
Director
SCL Group
scl commercial
scl defence
scl elections
scl social
This email is confidential and may be privileged. If you are not the intended recipient or have
received this email in error, please notify the sender immediately and delete this email. Any
unauthorized copying, disclosure or distribution of the material in this email is strictly forbidden.
Please note that any views or opinions presented in this email are solely those of the author and do
not necessarily represent those of the company. Finally, the recipient should check this email and
any attachments for the presence of viruses. The company accepts no liability for any damage
caused by any virus transmitted by this email.
BRG-000052451.txt[l/23/20, 7:42:21 PM]
Please consider the environment before printing this e-mail
Begin forwarded message:
Subject: Re: Cambridge Analytica/ EU Exit
Arron Banks
Date: 21 October 2015 08:12:12 GMT-4
Yes
Sent from my iPhone
On 21 Oct 2015, 13:06, Steve Bannon wrote:
10 am???
On Oct 21, 2015, at 1:03 PM, "Arron Banks" wrote:
before lunch
On 21 Oct 2015, Steve Bannon wrote:
Arron : Alexander is Cambridge's CEO.... he will be in the states with me but we will be dialed in by
bridge line... our operating team will be at the company to present
Alexander will provide the address
What time works best for u?
BRG-000052451.txt[l/23/20, 7:42:21 PM]
On Oct 21, 2015, at 12;49 PM, "Arron Banks" wrote
Where do you want to meet Friday ?
A
Sent from my iPhone
On 21 Oct 2015, at 10:32, Steve Bannon wrote;
Great
From; Arron Banks
Sent: Wednesday, October 21, 2015 4:55:35 AM
To: Steve Bannon
Cc: Matthew Richardson
Subject: Re: Cambridge Analytica/ EU Exit
Yep I'm
Good for Friday
Sent from my iPhone
On 20 Oct 2015, at 22:46, Steve Bannon wrote;
Arron: can u do a meeting this friday?
BRG-000052451.txt[l/23/20, 7:42:21 PM]
Subject; Re: Alumni Burns Night Whisky Tasting Invitation
From: Brittany Kaiser |
Date: Tue, 10 Jan 2017 03:27:36 +0000
To: M Hunter|
Cc: Chad Klutts
Simonds Ben
James Hooble
TOTALLY THERE (the people in the British Embassy DC are lovely).
Funnily enough, the British Consulate in NYC took me out to lunch today after the meeting
between FM Boris and our very own Steve Bannon... and they told me that Kelly Anne Conway came
to the DC Embassy's New Years party and stayed almost the whole night!
Cambridge crew all over it.
Loves it.
On 9 January 2017 at 22:11, M Hunter|
Game on Boys and Brit! If in town RSVP.
I am going.
wrote:
Begin forwarded message:
< S h a n n o
Subject: Alumni Burns Night Whisky Tasting Invitation
Date: 9 January 2017 at 15:34:11 GMT-5
< S h a n n o
Good afternoon.
The Scottish Government invites you to Join us for a wee dram in celebration of Burns Night.
BRG-000057293 Barmon Boris J Embassy.txt[ 1/24/20, 8:28:04 AM]
We will be hosting a Burns Night Whisky Tasting on Wednesday, 1 February 2017 from 6:00 to
8:00 pm at the British Embassy in Washington, DC. Attached please find the invitation with more
information about the event, and please send all RSVPs to Scotland.RSVP(Q)fco.gov.uk.
We hope that you will be able to join us!
Best Wishes,
Shannon Hall
Communications & Business Coordinator
ritish Embassy
Visit http://www.gov.uk/fco for British foreign policy news and travel advice
BRG-000057293 Batmon Boris J Embassy.txt[ 1/24/20, 8:28:04 AM]
and http://blogs.fco.gov.uk to read our blogs.
This email (with any attachments) is intended for the attention of the addressee(s) only. If you are
not the intended recipient, please inform the sender straight away before deleting the message
without copying, distributing or disclosing its contents to any other person or organisation.
Unauthorised use, disclosure, storage or copying is not permitted.
Any views or opinions expressed in this e-mail do not necessarily reflect the FCO's policy.
The FCO keeps and uses information in line with the Data Protection Act 1998. Personal
information may be released to other UK government departments and public authorities.
All messages sent and received by members of the Foreign & Commonwealth Office and its
missions overseas may be automatically logged, monitored and/or recorded in accordance with
the Telecommunications (Lawful Business Practice) (Interception of Communications) Regulations
2000 .
Brittany Kaiser, PhD Candidate, MPhil, LLM, MA Hons
Director of Program Development
CA Cambridge Analytica
BRG-000057293 Bannon Boris J Embassy.txt[ 1/24/20, 8:28:04 AM]
https://cambridgeanalytica.org
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BRG-000057293 Batmon Boris J Embassy.txt[ 1/24/20, 8:28:04 AM]
In the thick of it!
BRG-000016063
In the thick of it!
Date: Fri, 02 Sep 2016 11:20:02 +0000
Dear both.
The NYC office is in the thick of it.
FYI
https://www.washingtonpost.eom/news/post-politics/wp/2016/09/01/trump-enlists-veteran-operative-
david-bossie-as-deputy-campaign-manager/
The article reads: That leaves three Mercer allies — Bannon, Conway and Bessie — atop the Trump
campaign. Hedge-fund investor Robert L. Mercer and his daughter, Rebekah, were key players in urging
Trump to reshuffle his campaign this summer.
Ed - Bob Mercer came by the office yesterday.
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Make America Number One After Action Report
November 2016
cambridgeanalytica.org
Summary
Cambridge Analytica (CA) delivered data modeling, television targeting and placement, digital ad
targeting and delivery, list building, and polling to Make America Number One’s (MANl) project
“Defeat Crooked Hillary” (DCH) during 2016’s Presidential election. During that time, CA delivered
millions of ad impressions nationwide, with a special focus on New Hampshire, Pennsylvania,
Virginia, North Carolina, Florida, Ohio, Iowa, Colorado, Nevada, and Michigan.
Data Modeling
The primary effort of the data operation was to produce the Principal Audience (PA): the group of
voters modeled to be the most likely to be persuaded by advertising, and who accordingly received
the bulk of MANl’s messaging efforts. This was done by:
1. Constructing models predicting Trump and Clinton favorability using the survey data
collected by MANl
2. Extrapolating those models to all possible voters in the target states
3. Prioritizing voters by their likelihood to vote
This allowed MANl’s advertising efforts to be enormously efficient by not wasting money on voters
whose predispositions were such that persuasion messaging would not move their allegiance, and
not wasting ads on voters who are unreliable at best, and unlikely to vote at worst.
The figure below shows how the PA was defined for a particular set of Trump and Clinton
favorabilities. Voters who fall within the blue bar are voters within our PA. These voters are most
likely to be open to persuasion messaging chipping away at their enthusiasm for supporting Clinton,
or switching their vote to Trump.
The actual size of the audience can be changed at will simply by expanding or contracting the width
of the blue band in the figure. Generally, the audience was constructed to have about 9 million
people in it, although, frequently they were further sub-segmented.
Principal Audience
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MANl: After Action Report
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A wide range of techniques from modern predictive analytics were used in this process. The resulting
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impact surveys demonstrating the effectiveness of messages on this audience. These models were
updated each time a new survey was completed and the PA changed accordingly. Additionally, the
data was scrubbed regularly during absentee and early voting in applicable states. Records of voters
who had cast their ballot in person, or returned their absentee ballot were matched against the PA.
Those who had successfully voted were removed for future message delivery and turnout efforts via
digital ads. This meant the 72-hour GOTV phase of MANl’s efforts were highly efficient.
While the PA determined who would be receiving messaging, the next step was to determine what
the messaging should be. Content was informed by a combination of Cambridge Analytica’s
in-house issue models, ad impact surveys conducted by the digital department, and issue polling
included in MANl surveys. These surveys are elaborated upon in the next section.
Polling
Cambridge Analytica conducted two target state surveys of registered voters, and two additional
national surveys intended for a better understanding of the electorate. A survey of target states
conducted in July of 2016 by MANl was also used. These surveys took a mixed method approach,
combining online and telephone (IVR) surveying methods and employing strict demographic quotas
to ensure a representative final sample. The data was then matched back to CA’s database in order
to precisely weigh the results. Weighing allowed us to control for sampling biases, method error
across demographics, and general election turnout propensity (via our general election turnout
model). Potentially biasing questions were placed at the end of the survey to avoid impacting
respondents and to minimize incompletion rates. All questions on candidate negatives were paired
with questions on positives so surveys appeared politically neutral overall, and would best encourage
honest responses.
The key objective in the target state surveys was to update the favorability models and to inform our
specific messaging. The questions informing ad content took two form:
1. Segment Creation: Questions on issues framed so as to identify individuals with strong
feelings one way or another. Responses could then be modeled and extrapolated to find
other like-minded individuals who may be more susceptible to a certain message, e.g. ‘Do
you feel healthcare has gotten worse in the last eight years?’. When modeled and
extrapolated, data collected on this question allowed us to identify an audience well-suited
to an attack on this issue. A second example is the question ‘Do you feel the system is rigged
by big money?’ According to responses, the majority of voters feel the system is rigged,
regardless of whom they support. Messaging based on this could be sent to the entire
audience rather than needing a tailored segment.
2. Motivational Messaging: Questions asking respondents how they felt about a potential
attack angle so that we could assess which areas produced more movement. For instance, in
the September MANl poll we were able to determine that all voters, regardless of
partisanship or ballot preference, were influenced by a Clinton corruption narrative. Thusly, a
majority of MANl’s messaging was corruption focused. Further, we were able to drill down
another level, asking how voters felt about Clinton after reading a statement about her email
scandal, and a statement about misdeeds at the Clinton Foundation. The results indicated
the statement about the misdeeds at the Clinton Foundation moved more Clinton supporters
away from her than the statement about the email scandal. This gave MANl a clear path to
dissuading Clinton supporters from voting for her by delivering ads attacking her
involvement with the Clinton Foundation.
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Beyond modeling and advertising, we also computed a weighted popular vote breakdown across the
sampled states for each survey and estimated the likely electoral college results. We were able to
gain further insight by cross-tabulating ballot preference with responses to questions on voting
likelihood, qualities desired in a President, opinions on US politics today compared to yesterday,
candidate favorability, movement based on key issues, and broad demographics. As a testament to
this methodology, in our October poll we had Trump leading in NC, FL, and OH, which ran contrary
to many pundits’ opinions but was ultimately correct. This speaks to the power of being able to
weight polls based on individual characteristics that would be unknown to a typical pollster.
Digital Advertising
Overview
The Defeat Crooked Hillary digital advertising campaign was very successful in its ability to reach
and persuade undecided voters. Overall, ads were served 211,718,189 times, drove 1,433,331 users
to defeatcrookedhillary.com and 2016truths.com, and generated more than 25 million video views.
Our ads saw the most success on Facebook and Google Search and ad spend was reallocated
accordingly.
Throughout the campaign we ran several Ad Recall and Impact Surveys to measure the effectiveness
of our ads in persuading voters. These helped to test whether people in our target audience
remembered seeing our ads and whether the messaging had the intended effect (decreasing
favorable opinion of Hillary Clinton).
We found that most videos not only decreased the favorability of Hillary Clinton, but more
importantly they increased the intent to vote for Donald Trump.
The success of our campaign can be attributed primarily to the high percentage of users in our
principal audience that we were able to match online (approximately 66%) and the strength of video
and display creative.
Performance by Platform
Platform
Impressions
Link Clicks
CPC
CTR
Video Views
CPM
Spend
Facebook
81,094,069
429,699
$3.65
0.53%
23,632,775
$19.33
$1,567,263.27
TrueView
6,606,480
14,862
$14.81
0.22%
1,201,391
$33.33
$220,164.02
Search
8,070,862
238,069
$1.65
2.95%
-
-
$392,975.62
Pre-Roll Video
&c Internet
Radio
16,101,254
47,989
$6.46
0.30%
5,691,956
$19.25
$309,946.19
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Display
95,771,411
682,630
$1.45
0.05%
-
$0.22
$21,003.09
Twitter
713,163
20,082
$0.37
2.82%
-
$10.45
$7,453.82
Snapchat
3,360,950
-
-
-
204,353*
$6.22
$20,900.00
Total
211,718,189
1,433,331
$1.74
0.68%
25,038,519.00
$11.77
$2,492,684.31
Facebook
Over the course of the campaign our ads were seen 81 million times, reaching 13.2 million voters, on
average more than six times each. Of those 13.2 million voters, more than half took an action (click,
like, comment, etc.) on our ads, higher than other successful campaigns. 9.84 million times users
viewed more than 10 seconds of our videos. On average users watched 20.4 percent of our videos,
more than five percentage points above similar campaigns. Overall, our ads drove 429,699 visits to
defeatcrookedhillary.com.
Video
Impressions
Reach
Freq.
lOs
Views
lOs
View
Rate
Link
Clicks
CPC
CTR
Spend
Do Nothing
6,250,663
2,270,711
2.75
1,079,5
83
16.59%
31,968
$4.15
0.51%
$132,579.03
NAFTA
5,158,057
2,080,126
2.48
529,648
9.75%
28,932
$3.43
0.56%
$99,186.21
Can’t Run Her
House
2,310,081
1,229,935
1.88
237,663
8.04%
13,025
$4.56
0.56%
$59,418.32
Equal Pay
6,716,760
2,062,332
3.26
946,799
18.12%
11,171
$12.21
0.17%
$136,404.48
Benghazi
3,729,888
1,853,954
2.01
650,286
19.71%
25,480
$2.54
0.68%
$64,776.33
SCOTUS-
Evangelicals
2,465,506
742,781
3.32
314,201
12.74%
9,689
$7.26
0.39%
$70,346.12
How To Lie
2,300,861
442,868
5.2
243,438
10.58%
-
$7,778.37
-
$54,448.56
FALN
2,353,011
454,780
5.17
263642
11.20%
-
$18,149.85
-
$54,449.54
NAFTAV2
615,368
331,201
1.86
107,113
17.41%
2906
$2.84
0.47%
$8,250.00
SCOTUS
4,657,418
1,792,089
2.6
637,720
10.10%
18168
$3.23
0.39%
$58,745.02
Shut It Down
1,660,268
971,520
1.71
296,643
17.87%
10457
$3.59
0.63%
$37,499.83
The Cut
1,691,831
1,012,334
1.67
333,300
19.70%
11023
$1.70
0.65%
$18,747.15
Obama-The
Game
3,062,342
908,024
3.37
400,038
13.06%
-
$7,223.28
-
$79,456.09
Bernie Never
1,492,966
1,153,878
1.29
338,421
21.18%
3914
$5.22
0.26%
$20,425.93
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Had A Chance
Clinton
Foundation
Faiis on Equal
Pay
1,160,382
731,258
1.59
289,090
24.91%
2549
$2.14
0.22%
$5,467.00
A Danger to
National
Security
1,183,623
823,848
1.44
152,495
12.88%
12301
$1.69
1.04%
$20,785.04
Corruption is a
Family
Business
1,361,408
867,901
1.57
152,755
11.22%
13265
$1.76
0.97%
$23,290.34
Race of a
Lifetime
673,559
502,122
1.34
94,984
14.10%
2887
$4.06
0.43%
$11,728.21
The video titled ‘Can’t Run Her House’ was very effective in persuading women in our principal
audience not to vote for Hillary Clinton. After conducting an Ad Recall and Impact Survey we found
that the ad was especially effective in the State of Florida by increasing intent to vote for Donald
Trump by more than 8 percentage points.
The videos titled ‘How to Lie’ and ‘FALN’ were also very effective in persuading voters, with 7.7
percent and 7.8 percent respectively, increasing intent to vote for Donald Trump among users in our
principal audience. These videos were shown to a subset of our principal audience that viewed
national security as one of their top three most important issues.
When the video titled ‘SCOTUS’ was shown to our audience of evangelical voters, we saw little effect
in changing Hillary Clinton’s already high unfavorability rating. However, after conducting our Ad
Recall and Impact Survey, Evangelicals aged from 18 to 24 had increased their very unfavorable
rating of Hillary Clinton by 10 percent.
The video titled “Equal Pay” was very effective in decreasing intent to vote for Hillary Clinton and
increasing intent to vote for Donald Trump among women. It was especially effective with women
over the age of 65, with a 12.68 percentage point increase in intent to vote for Donald Trump. There
was a 6.6 percentage point decrease in intent to vote for Hillary Clinton among women aged 35-44.
TrueView
Our ads performed very well on YouTube’s skippable TrueView inventory with a completed view rate
(CVR) of 17.69 percent, higher than the standard CVR for political campaigns of 15 percent. Overall,
our videos were seen 1,201,391 times at a cost of $0.17 per view. This is on the high end for what we
generally see with political campaigns and increased as we approached the end of October. Because
of this, we shifted budget to Facebook and search where our ads saw better performance.
MANl: After Action Report
Video
Impressions
Link Clicks
Video Views
CPV
CVR
Spend
Bernie Never Had a
Chance
311,684
528
109,251
$0.09
35.05%
9,534.79
Clinton Fatigue
2,253,635
7,469
391,666
$0.16
17.38%
62,190.73
Corrupt and
Dangerous
839,593
1,324
147,489
$0.21
17.57%
31,614.60
DoNothing
1,613,437
3,652
358,501
$0.12
22.22%
43,261.13
Can’t Run Her House
29,143
35
4,868
$0.27
16.70%
1,327.71
Obama - The Game
37,564
24
5,930
$0.31
15.79%
1,832.61
A Danger to National
Security
167,639
194
21,302
$0.29
12.71%
6,184.12
Corruption is a
Family Business
249,714
239
37,687
$0.27
15.09%
10,321.55
A Race of a Lifetime
773,809
1,002
77,206
$0.45
9.98%
34,702.70
The Cut
330,262
395
47,491
$0.40
14.38%
19,194.07
The video titled “Race of a Lifetime” had the lowest video completion rate (CVR) of 9.98%. This likely
due to it’s slow start, whereas the video “Do Nothing” started very strong and had one of the highest
CVRs for 30 second videos at 22.22%.
Twitter
We ran two campaigns, one to grow our number of followers and another to promote key tweets.
The follower campaign generated 7,781 Twitter followers at cost of $0.79, on the low end for similar
campaigns.
Twitter
Impressions
Engagements
Cost Per
Engagement
Engagement
Rate
Followers
Cost Per
Follow
Spend
Let’s Stop
Hillary
Clinton
713,163
31,851
$0.23
4.47%
7,840
$0.86
$7453.82
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Display
Overall our display ads drove 14,455 clicks to defeatcrookedhillary.com. Ads ran primarily in news
articles that mentioned Hillary Clinton. Such sites include: politico.com, drudgereport.com, cnn.com,
realclearpolitics.com, and cbsnews.com.
Display
Impressions
Link
Clicks
CPC
CTR
Reach
Frequency
CPM
Spend
Wikileaks
1,975,224
1,645
$2.69
0.08%
-
-
$2.24
$4,422.73
Do Nothing
22,551,748
11,468
$1.29
0.05%
-
-
$0.66
$14,834.94
Stop Hillary -
Sign Up
2,026,686
1,342
$1.30
0.07%
-
-
$0.86
$1,745.43
Search
Overall, our search campaign drove 238,069 visits to our landing pages and generated more than 26
million search impressions. Ads were delivered in key states and surely hindered the fundraising
efforts of the Clinton campaign. Many clicks to 2016truths.com came from users searching for
keywords such as: “Hillary Clinton” and “Hillary Clinton Campaign.” The keyword that generated the
largest number of clicks to 2016truths.com was “Hillary Clinton Emails” and to
defeatcrookedhillary.com “latest on Clinton email.” Combined, our cost-per-click was $1.65, which is
very low for this type of campaign. The strong performance of the search campaign can be
attributed to the high Quality Score (relevancy to a user’s search query) our ads received for the
keyword “Hillary Clinton.”
The ad that drove the most clicks read “Confused about Hillary’s past? Learn the truth.”
Search
Impressions
Link
Clicks
CPC
CTR
Avg.
Position
Top
Keyword
CPM
Spend
2016 Truths
6,780,239
214,615
$1.51
3.17%
1.1
Hillary
Clinton
Emails
$47.72
$323,579.71
Defeat
Crooked
Hillary
1,290,623
23,454
$2.96
1.82%
1.5
latest on
Clinton
email
$53.77
$69,395.91
Pre-Roll & Internet Radio
Our ads also ran on pre-roll, non skippable inventory across the web, utilizing platforms such as
Google’s Doubleclick Bid Manager, MobileWalla’s mobile ID solution, and Pandora internet radio’s
inventory in key states.
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Ads ran on various news and related sites across the web, such as: foxnews.com, msn.com, cnn.com,
weather.com, and yahoo.com.
Pre-Roll
(Non-TrueView)
Impressions
Link Clicks
Video Views
CPV
CVR
Spend
Hillary Is Still Lying
1,619,552
356
1,268,627
S0.02
77.00%
$22,232.21
Clinton Foundation
Fails on Equal Pay
1,458,615
472
1,123,151
S0.02
78.33%
$22,226.58
Bernie Never Had A
Chance
411,446
103
438,989
SO.Ol
83.10%
$3,755.32
Mobilewalla
5,183,449
33,056
2,088,725
S0.06
40.30%
$117,035.53
Pandora - Audio
6,649,746
10,197
-
-
-
$16,269.52
Pandora - Video
778,446
3,805
-
73.67%
$128,427.02
SnapChat
Our SnapChat filter was available to users across the state of Pennsylvania on Election Day. The filter
was used by 204,353 SnapChat users and was seen 3,360,950 times. Overall, users engaged with the
filter 2,354,144 times across the state of Pennsylvania.
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Michigan Impact
Thursday before Election Day, MANl secured a donation for immediate ad spend. Based on last
minute public polling numbers, the decision was made to invest that donation into 72 hour voter
turnout in Michigan. We went up with the top performing ads from other target states from Friday,
11/4 through Election Day. Over the first 48 hours, engagement on the videos skyrocketed to over
three million hits. Before Election Day even arrived, we had delivered 6 million impressions to
conservatives statewide, to encourage turnout.
Looking at the below graph of tracking polling made available to CA after Election Day, we can see
an important trend over the final days of the race. This graph follows indicated Trump support, with
the 0.0 indicating a tie between Trump and Clinton. As we can see from this trendline, Trump’s
support was affected by the 10/27/16 announcement by the FBI that they would be reopening the
investigation into Clinton’s secret server. It took two to three days for that announcement to saturate
and boost Trump’s numbers, before they started to fall down to -5. However, with our ads starting
on the afternoon of 11/4/16, you can see the same turnaround time leaving Trump tied to +1 on
Election Day.
We now know Michigan to be the narrowest margin of victory for Donald Trump; 47.6 percent
Trump / 47.3 percent Clinton according to the New York Times. If MANl had not made the final
GOTV investment in the state, we can reasonably argue Trump would not have achieved his historic
victory in Michigan.
Trump Clinton Poll Margin
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Creative
Over the course of the election cycle, from July to November, Cambridge Analytica produced all of
the creative behind Defeat Crooked Hillary’s ad campaigns. In that five month span, 14 different ad
campaigns were run, each including a minimum of 12 creative pieces, totaling over over 170
individual ads. These ads were distributed by the CA digital team and were interacted with by tens of
millions of users online.
Along with standard digital ads, CA also designed and sent out personalized email campaigns,
advertised on Snapchat, Twitter and Facebook, and designed infographics to clearly display our data
models to the press, and donors.
CA was also responsible for running the shareable creative pieces behind the Super PAC’s multiple
social media accounts in order to organically attract new activists, users and donations. In this effort,
CA designed 48 unique graphic images for each social media account which received tens of
thousands of online interactions.
In addition to advertising and social media, CA was responsible for the design and management of all
three websites linked to the Super PAC; Defeat Crooked Hillary, 2016 Truths and Save the Supreme
Court. These websites were designed and targeted to very specific audiences and were each
managed accordingly. Defeat Crooked Hillary served as the main, overarching website where people
could interact directly with the Super PAC, learn about our messaging, donate and more. 2016
Truths was designed specifically for individuals that were interested in fact-checking Secretary
Clinton on debate nights. When users Google searched “Hillary Clinton” and other Clinton terms, the
2016 Truths site was one of the first to appear. Save the Supreme Court was built to educate voters,
especially conservatives and Evangelicals, on the effects a Clinton Presidency could have on the
SCOTUS and inevitably encourage them to cast a ballot against her. All of these sites were incredibly
successful (see above digital metrics) in those efforts and each helped gather user information for
remarketing campaigns, and email signups for MANl call-to-action and donation conversion.
Below are examples of the design work that was completed by CA in the form of digital ads, organic
graphics and website development.
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ABEV Test
During the second week of Early Vote, CA created a segnnent fronn our principal audience of previous
absentee or early voters who had yet to cast their ballot. We targeted this segnnent with Facebook
display ads chasing their vote with variations of “Vote Now” static ads. Overall, we reached 638,847
AB/EV voters in key states more than 6.15 times each.
While this test was intended to give us insight into the effectiveness of different messaging
motivators, we only reliably found a higher likelihood to vote amongst the segment who received
these additional advertisements. Moving forward, revisiting this test could be worthwhile to pinpoint
what type of language and/or graphics encourage voter turnout, specific to demographic,
geography, and personality type.
List Building and Organic Audience
Building a loyal and interactive presence on social media was key to MAN I’s success in reaching and
influencing as many potential voters as possible. Cambridge Analytica’s (CA) digital and creative
team built a Twitter profile, Facebook page, and YouTube account that effectively and organically
interacted with and influenced tens of millions of Americans.
The creation and regular usage of the Defeat Crooked Hillary (DCH) social media accounts gave
MANl a channel to directly communicate their message and develop a strong, organic presence
online. Each account was utilized to further MAN I’s goals across a more diverse landscape in a
non-formal and sharable way. These channels also allowed CA to outsource MANl’s messaging for
distribution to those most passionate about the cause.
On Twitter and Facebook, the production of nearly 1,000 posts enabled the accounts to reach
millions of Americans. These posts were specifically designed to persuade followers to take action,
educate them on current happenings of the campaign, promote MAN I’s content and campaign
rapid response.
Utilizing Facebook, CA garnered a substantial following for the DCH page and gained a valuable
source of imparting MANl’s messaging. With over 50 million people reached, millions of post
engagements and tens of thousands of “Likes”, the page enabled MAN 1 to directly engage
individuals on a channel they use to gather and distribute messaging daily.
CA’s digital and creative team also employed the handle “ (S)HillarvsCrooked ” on Twitter to
accumulate over 1.5 million impressions, 20,000 Retweets, 22,000 likes, and more than 8,400
followers.
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The addition of a YouTube account enabled CA to post advertisements produced by the Super PAC
online for easy access. DCH’s YouTube account gained 1,100 subscribers and its’ 35 videos received
over 3 million viev/s. Partnered with the 24 million views received from sharing the videos on DCH’s
Facebook and Twitter accounts, the videos received almost 28 million views online alone.
A major contribution to the effectiveness of MANl’s social media presence was CA’s team closely
monitoring the status and actions of the Clinton campaign and election in order to react in real-time.
As news broke, followers and viewers were quickly provided updates and information from MANl’s
social media accounts, thus legitimizing the channels.
The effort, effectiveness and precision of the CA team was demonstrated by their preparation and
swiftness of response to the happenings of the campaign. During times of optimal traffic, CA was
prepared to break through the increased levels of user interaction to maximize the reach of the
SuperPAC.
For each Presidential and Vice Presidential debate, debate documents were drafted in advance that
included nearly 100 pre-made posts, graphics and gifs specially tailored to react to topics of
discussion and target our audiences during a time of high social media usage.
Throughout the campaign each account showed continued traction and reach due to the constant
maintenance and efforts of the CA team.
Email Test
Cambridge Analytica uses psychographic profiling (i.e. personality scores) to specifically tailor
advertising to a person or group of persons. Tailoring advertising to an individual’s specific
personality should drive behavior to a greater extent than generic messages. Using CA’s national
database of donors, we were able to match MANl signups to their corresponding personality, and
tailor messaging directly to them to test open rates, conversion of donors, and call-to-action.
This approach is based on decades of research in personality psychology with a special emphasis on
the so-called “OCEAN Big 5.”
In brief, the OCEAN Big 5 model suggests that human personality is made up of five major domains
(the first letters of which spell out the acronym OCEAN):
Openness: a measure of the degree to which people enjoy new experiences
Conscientiousness: degree to which people prefer plans and order
Extraversion : degree to which people enjoy being with others
Agreeableness: degree to which people put others needs before themselves
Neuroticism : a measure of a person’s emotional stability (or lack of stability) and
propensity to worry.
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Each person has a personality that is a hybrid of each of these domains. Knowing a person’s
personality score provides insights into the kinds of messaging to which he or she might be
especially receptive.
With this in mind, Cambridge Analytica ran two email campaigns with different types of personality
based email subject lines. In both cases, subject lines were developed specifically for individuals with
high scores on the neuroticism domain.
In the first email message, a subject line was developed which was designed to appeal to people with
high neuroticism scores. Specifically, the email subject line was designed to be reassuring to people
who ordinarily might have a propensity to worry. The subject line read:
Preserve Freedom and Overcome Hillary’s Candidacy
This subject line was sent to some people with high neuroticism scores and some people without
such scores.
As expected, the email with the tailored subject lined produced 20% better open rates when sent to
people with high neuroticism scores than than when it was sent to people without high neuroticism
scores.
In the email campaign, three types of email subject lines were sent to people with high neuroticism
scores. Some suggest of the subject lines were designed to be reassuring (e.g. “Calm the storm, stop
Hillary") , some were designed leverage a fear appeal (e.g. “Electing Hillary destroys our nation”), and
some were generic (e.g. Information from Make America Number 1).
Overall, the fear based email subject line produced the best results. The fear based subject line
resulted in 10% more email opens than a generic message, and a nearly 20% larger open rate than
the reassuring subject line.
These email campaigns demonstrate the effectiveness of psychographic profiling for enhancing
email marketing campaigns.
Television
Four major television buys were placed over the course the DCH.
1. Cut, 10/9
2. Can’t Run Her House (Michelle Obama Ad), 10/24-11/1
3. Race of a Lifetime (Drugs Ad), 10/24-11/1
4. Questions, 11/2-11/8
‘Cut’ ran for one night, during the second Presidential debate, in Ohio and Pennsylvania. The goal
was to reach a maximum number of Principal Audience households, within our budget. ‘Cut’
bracketed the debate running either directly before, or directly after, depending on the exact station.
The ad delivered 1.5M impressions in its’ one night.
‘Can’t Run Her House’ ran for two weeks in Florida. The buy was placed following an Ad Recall and
Impact Survey conducted by CA. The survey indicated the ad moved women away from Clinton,
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swinging Clinton’s unfavorables by nearly 16 points among some demographics. Using this data, CA
isolated persuadable women in FL based on the Principal Audience, then selected the networks -
cable or broadcast - and carrier (Comcast, Charter, etc.) to best serve ‘Can’t Run Her House’ to these
audiences. The Communications team at both MAN 1 and CA worked together to place multiple
stories about the buy and the metrics behind it. MANl even drew a Cease and Desist from the
Clinton campaign, a true sign of the effectiveness of this ad.
‘Race of a Lifetime’ ran for two weeks in Florida. The buy was placed in the Panhandle, in high
density conservative areas. Similar to the above, CA used the Principal Audience to isolate regions
where high Republican turnout is imperative to the outcome statewide. ‘Race of a Lifetime’ and
‘Can’t Run Her House’ ran during the first week of Early Vote. Panhandle was delivered to nearly 1.6
million voters.
Expenditure
MANl paid CA a total of $5,593,648. Of this, $3,868,714 - roughly 70 percent - went to delivering
messaging directly to voters with the remainder going to overhead. Overhead included the retainer,
the Evangelicals data acquisition, and the polling conducted by CA.
Retainer and data: $1,377,934
Digital Ad Delivery: $2,534,657
Television Ad Delivery: $1,211,072
Web Development: $12,985
List Building: $110,000
Polling: $347,000
Conclusion
MAN 1 set out to run a highly targeted, data driven, financially transparent Super PAC. This ambition
alone, set it apart from other groups, both past and present. The ability of the organization to move
quickly in drafting creative, placing ads, and measuring impact made MANl an elite and imperative
component to Donald Trump’s success and Hillary Clinton’s ultimate demise. The entire MANl team
should take confidence in the knowledge that we did work other groups and individuals were
unwilling to do in defeating Hillary Clinton.
Looking forward to the 2018 and 2020 elections, MANl still serves a purpose by collecting, and
refining data for use advancing policy and directly advocating for or against candidates.
In the event MANl remained operational, our recommendations are to heavily invest in Hispanic
data collection through survey research, third party data scraping, and digital targeting. The Hispanic
portion of the electorate is only growing, and for Trump, or any other Republicans, to be successful
in the future, understanding the messaging and targeting of Hispanic voters is paramount. We
additionally suggest investing in voter registration efforts in states like Michigan, Nevada, Colorado,
Arizona, New Mexico, and Texas. While some of these states voted for Trump, the margin of victory
for conservative candidates is shrinking as years go by (Texas and Arizona) while other states have
seen a demographic shift that is moving them out of the ‘swing’ state column to a safely blue state,
making national success more challenging for candidates down the road.
Additionally, using what we learned about targeting, the principal audience, and messaging MANl is
well positioned to lean into Trump policies, and the policies of a majority Republican Congress and
Senate. Advancing these policies, through direct messaging to voters lays the groundwork for a
MANl: After Action Report
15
Trump reelection, and down ballot success for years to come. We recommend continuing with the
above methodology of drafting creative, delivering it to a principal audience, and measuring its
impact specifically centered around the policy initiatives of President Elect Trump.
CA
Cambridge
Analytica
Company.The
within this document is proprietary data and business confidentiaM^iature^i^Js^^n^nformatior^ontaine^r^hi^ocumenMre!^h^ha^s^raphs, tables,
text and diagrams) for any reason other than the evaiuation of the capability of Cambridge Analytica and its partners’ technical and business capabilities, without
the written permission of Cambridge Analytica, is strictly prohibited. Any analysis data enclosed in this document shall not be disclosed without the consent of the
company’s principals and shall not be duplicated, used, or disclosed - in whole or in part - for any purpose other than to evaluate Cambridge Analytica's capability to
perform the functions and services described in this document. All original content in this document is © Cambridge Analytica, 2016.
MANl: After Action Report
16
. Cambridge CA Political is part of Cambridge Analytica, the global leader in data-driven
Analytica products and services across the commercial, political and not for profit sectors.
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Subject: Re: CA Vide o Content
From: Emily Cornell
Date: Mon, 26 Sep 2016 21:01:19 +0000
Han
Brittany
Matthew
"Peregrine
Aman Mann
Kelly
K r i s a n d
Duke Perrucci
All,
We launched a website today to bracket HRC during tonight’s debate. Could be useful to highlight
for clients: https://www.2016truths.com
Additionally, we’ve had a few new videos in the last week for a few different clients.
Corrupt and Dangerous (Make America Number One): https://www.youtube.com/watch?
v=fzeU9iw5Dg4
Do Nothing (Make America Number One): https://www.youtube.com/watch?v=UJJNdl3GsPc
Fighter (WarriorPAC): https://www.youtube.com/watch?v=GczJN-xL8Dg
Emily Cornell
Senior Vice President, Political Affairs
CA Cambridge Analytica
597 5th Avenue, 7th Floor
New York, NY 10017
Phone: +1 (646) 892-9591
1 Wales Alley, Suite 300
Alexandria, VA 22314
Phone: +1 (703) 997-1812
BRG-000017151.pdftl/21/20, 7:49:49 PM]
https://cambridgeanalytica.org
On Sep Cornell wrote
New ad the SuperPAC released yesterday.
https://www.youtu be.com/watch?v=Lt2QVtWtdjQ
Emily Cornell
Senior Vice President, Political Affairs
CA Cambridge Analytica
https://cambridgeanalytica.org
BRG-000017151.pdftl/21/20, 7:49:49 PM]
On Sep 9, 2016, at 9:31 PM, Al
Exactly what I need to show potential clients.
wrote:
Thanks Em,
Al
On 9 September 2016 16:57, Emily Cornell wrote:
Per the feedback on the Sales call today, These
are produced by Glittering Steel, our production partner. These are all recent. More will be posted
to this YouTube channel, so check back for further content. Will send along other relevant ads on
a regular basis.
Em
Dishonorable: https://www.youtube.com/watch?v=blQj_3SO_4Y&list=UURvnu9aLecFJM6D0E0ga-
w
Clinton Foundation Fails on Equal Pay: https://www.youtube.com/watch?
v=Sd3TimpNJek&index=4&list=UURvnu9aLecF JM6D0E0ga-w
Hillary Clinton is Still Lying: https://www.youtube.com/watch?
v=AE_oxMuE7Wk&index=5&list=UURvnu9aLecF JM6D0E0ga-w
Bernie Never Stood a Chance: https://www.youtube.com/watch?
v=FiU6Pdif31c&list=UURvnu9aLecF JM6D0E0ga-w&index=7
Gotta Pat the Bills: https://www.youtube.com/watch?v=ZDI8-
vECFQ4&list=UURvnu9aLecF JM6D0E0ga-w&index=6
Emily Cornell
Senior Vice President, Political Affairs
BRG-000017151.pdftl/21/20, 7:49:49 PM]
CA Cambridge Analytica
https://cambridgeanalytica.org
AL HAN
Special Advisor
BRG-000017151.pdftl/21/20, 7:49:49 PM]
CA Cambridge Analytica
https://CambridgeAnalytica.org
BRG-000017151.pdftl/21/20, 7:49:49 PM]
Relationship Expected ad 05-Apr HE Active New events In Sep and Qct.
Enrichment spend ($1,1 HE to upload audiences to FB.
Collaborative million) Expanding the interna!
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Re: Meeting Updates
From: Ed DeNicola _
Mattha/v
Brittany
Date: Wed, 22 Feb 2017 02:36:41 +0000
Hi all --
This is actually the Donald J. Trump for President case study and not the one for the Super PAC. We did
data analytics and ad targeting for the Make America Number One Super PAC in addition to the work we
did for the D3TfP campaign. I need to update the label.
Ed
On 21 February 2017 at 20:13, Ed DeNicola wrote:
Hi all ”
Attached is a finished case study for the Make America Number One Super PAC. I'm trying to get a
hold of Brittany to send the other case study she had in mind. She's at a business event in NYC
tonight.
Best regards,
Ed
On 21 February 2017 at 18:30, Matthew Atkinson wrote:
Brian,
I am glad to hear that! My apologies, I could not join in person. Hopefully, I can be in-person
for the next meeting. I am looping in Ed who might be able to help here.
Best,
Matthew
On Tue, Feb 21, 2017 at 6:21 PM, Brian Best wrote:
Hi Brittany/Matthew,
Great meeting earlier, the team was really impressed.
Is there any way you could get the case studies to us tonight?
We were hoping to meet tomorrow and figure out our next meeting with you and get this process
rolling towards a signed contract.
Brian R. Best
Director, Digital Marketing
Tommie Cooper_
CONFIDENTIAL TREATMENT REQUESTED
KAISER 075726
Matthew Atkinson
Digital Director
Ed DeNicoia
Head Of TV
Ed DeNicoia
Head Of TV
CONFIDENTIAL TREATMENT REQUESTED
KAISER 075727
CONFIDENTIAL TREATMENT REQUESTED
KAISER 075728
5/4/20, 1:38 PM
Robert Murtfeld
Sent on: Wednesday, Mareh 8, 2017 8:33:04 PM
Claire Brittany
Kaiser
Snbject: Berkshire on NYT
FYI
-Forwarded message
From: Robert Murtfeld
Date: 6 March 2017 at 22:48
Subject: Re: Re:
To: Blake Gottesman
Exactly.
On 6 March 2017 at 22:46, Blake wrote:
I hear you. Never fun to be the target of these things. In the end, results will provide the best defense /
response.
From: Robert Murtfeld
Sent: Monday, March 06, 2017 10:36 PM
To: Blake Gottesman
Subject: Re:
Many thanks, Blake.
Yes this is the same hostility levelled against us just like in the Ad Age article by unhappy Republican
operatives. It is also really upsetting to see publications such as the NYT that I cherish pick whatever fits
their thesis. We've done good work for the Financial Times, which is publicly known (an investigative
piece such as this one could have easily found out), we are up for a David Olgivy award by the Advertising
Research Foundation on 20 March (see here). And yes whilst the Trump campaign only used tone analysis
and persuasion scores for analytics, our work for the Super PAC used psychographics throughout (but we
don't want to run around with this as the Super PAC was called Defeat Crooked Hillary).
aboutrsrcdoc
Page 1 of 2
5/4/20, 1:38 PM
These are just a couple of points. Hope this helps. Let me know.
R
On 6 March 2017 at 18:21,
Blake Gottesman
wrote:
Tough piece in NYT
Blake Gottesman • Principal
Berkshire Partners LLC •
I
I
www.berkshirepartners .com
CONFIDENTIALITY NOTICE
The information contained in this e-mail message may be confidential, proprietary, and/or privileged. It is intended only for the use of the individual or entity named above. If the reader
of this message is not the intended recipient, you are hereby notified that any dissemination, distribution or copy of this message is strictly prohibited. If you have received this e-mail in
error, please immediately notify the sender by reply e-mail or call us permanently delete the message and any attachments. Thank you, Berkshire Partners LLC
aboutisrcdoc
Page 2 of 2
Re; invitation: inaugurai Cocktali Party with Cambridge Anaiytica
BRG-000020765
Re: Invitation: Inaugurai Cocktail Party with Cambridge
Anaiytica
From: Charlotte Escaravage
To: Brittany Kaiser
Date: Thu, 12 Jan 2017 21:16:30 +0000
Thanks! Will do.
Will meet Alexander in person and see where it goes from there.
On Jan 12, 2017, at 04:10 PM, Brittany Kaiser wrote:
Anything I can do, you let me know.
For now everytiiing has had a very welcomed reception and I think you can have what you want, in
terms of meetings and feedback at minimum (since I believe you will get along famously with these
lovely people).
Sent from my iPhone
On Jan 12, 2017, at 8:58 PM, Phillip Escaravage wrote:
I am pretty prompt. Thanks so much for
helpirig me with this.
Sent from my iPhone
On Jan 12, 2017, at 3:51 PM, Brittany Kaiser wrote:
That is fantastic, and again I thank you for your hospitality and prompt relies all day while I
try to forget the quality of the wine I'm drinking even in first class....
Alexander is confirming their attendance to you in writing. You can feel free at any point to
bring up the meeting with Steve to Alexander directly who can fix it for you.
Alexander, Bekah and Steve are best frioids and founded our company together as the three
of them. Kelly Anne Conway is also a best friend of theirs but is not on our board (though
we work with her extensively).
Some good recent background about them, the administration and our company: (pasted in
full below for convenience):
http://www.wsj.com/articles/meet-the-mercers-a-quiet-tycoon-and-his-daughter-beoome-
power-brokers-in-tnjmps-washington-1483904047
Meet the Mercers: A Quiet Tycoon and His Daughter Become
Power Brokers in Trump's Washington
Armed with data on an alienated electorate, a hedge-fund magnate and his
family shun the GOP establishment to support the winning campaign;
Re: invitation: inaugurai Cocktali Party with Cambridge Anaiytica
BRG-000020765
advising on cabinet selections
Hedge fund executive Robert Mercer and his family are poised to
become major power brokers in Donald Tmmp's Washington. WSJ's
Keach Hagey joins Lunch Break with Tanya Rivero and explains how
the Mercers saw the appetite among voters for an outsider
candidate as early as 2014. Photo: Sylvain Gaboury/Patrick
McMullan Agency
By GREGORY ZUCKERMAN, KEACH HAGEY, SCOTT PATTERSON and
REBECCA BALLHAUS
Jan. 8, 2017 2:34 p.m. ET 2
In February 2014, a group 0f conservative political donors gathered at New York's Pierre
Hotel to strategize about th5 coming presidential contest.
C
Robert Mercer, a computer programmer and hedge-fund manager who distrusted the
political establishment and loathed Bill and Hillary Clinton, issued a warning: Data he had
M
seen indicated mainstream Republicans such as Jeb Bush and Marco Rubio would have
M
difficulty winning the White House in 2016, according to one of the atterxlees. He said
E
only a tme outsider with a sense of voters' fnjstrations could win.
N
Nearly three years later, Doiiald Trump is headed to the White House, helped by the 70-
year-old Mr. Mercer and hisgJaughter Rebekah, 43. They are poised to become major
power brokers in Mr. Trump's Washington.
Back when Mr. Trump's candidacy was on the rocks, Mr. Mercer, co-chief executive of
hedge fund Renaissance Technologies LLC, provided finandal support. Then, in a surprise
shake-up in August, two of the Mercer family's confidantes, Steve Bannon and Kellyanne
Conway, were installed atop the Trump campaign following a recommendation from Ms.
Mercer.
"The Mercers are incredible people who truly love this country and go all out to protect
America and everything it stands for," Mr. Tmmp said in a written statement to The Wall
Re: invitation: inaugurai Codctali Party with Cambridge Anaiytica
BRG-000020765
Street Journal.
Mr. and Ms. Mercer won't have any formal roles in the Trump administration. Ms. Mercer,
who has been working from Mr. Bannon's office in Trump Tower, is advising on the
selection of nominees to Mr. Trump's cabinet. Mr. Bannon and Ms. Conway are headed
for influential White House roles. Ms. Mercer likely will help lead an outside group
designed to support Mr. Trump's agenda, Ms. Conway has said.
m
Mr. Mercer and his wife, Diana, were the third-largest donors to Republicans in the 2016
election, after Sheldon and Miriam Adelson and Paul Singer, according to the Center for
Responsive Politics. The GOP is now counting on Mr. Mercer to hdp the party gain more
seats in the House and Senate in 2018. Ms. Conway says if the GOP captures more than
60 Senate seats, "Bob Mercer will be one of the people to thank."
Mr. Mercer and his daughter both declined to comment for this article. This account of
Mr. Mercer's career and his family's involvement in the Trump campaign is based on
interviews with current and former employees of Renaissance and others in the hedge-
fund industry, along with people who have dealt with both of the Mercers in the political
Re: invitation: inaugurai Cocktali Party with Cambridge Anaiytica
BRG-000020765
arena.
Every new administration, especially one built around a political outsider, brings a new
crop of people to Washington, where they assume various positions of power, often
informal.
It isn't clear what specific policies or positions, if any, the Mercers are seeking for their
support of Mr. Trump. Peter Schweizer, who co-founded a research organization funded
by the Mercers, notes: "Bob Mercer does not want to be ambassador to France."
Mr. Mercer, for his part, is an unlikely kingmaker. A taciturn man, he often sits through
meetings without uttering a word. He once told a colleague he preferred the company of
cats to humans.
Growing up in New Mexico, Mr. Mercer became fascinated by computers at a young age,
he said in a speech several years ago. During the summer after his senior year in high
school in 1964, he attended a National Youth Science Camp and learned to program a
donated IBM computer.
"Computers were not much of interest to my fellow campers, so I got to use the
[computer] all by myself most of the time," Mr. Mercer said in the speech.
While working toward a physics and mathematics degree from the University of New
Mexico at Albuquerque, Mr. Mercer got a job nearby at the Kirtland Air Force Base's
weapons lab. He rewrote the lab's computer program, making it 100 times faster, but his
bosses didn't do much with his work, he said in the speech.
The experience "left me ever since with a jaundiced view of government-financed
research," he said.
After receiving a Ph.D. in computer science, he joined International Business Machines
Corp. and forged a partnership with scientist Peter Brown.Their group helped develop an
innovative approach to computerized speech recognition. Mr. Mercer eventually grew
frustrated with what he saw as IBM's inability to capitalize on thar advances, two ©<-
Re: invitation: inaugurai Cocktali Party with Cambridge Anaiytica
BRG-000020765
colleagues say. IBM declined tx) comment.
In 1993, Renaissance, which relies on computers and complex algorithms, hired Mr.
Brown. Mr. Mercer decided to join, too, though he initially expressed concern to a
colleague about how much trading contributed to society.
When Renaissance researchers encountered a challenge no one could figure out, they
would bring it to Mr. Macer, who would go into seclusion until it was solved, says one
person who worked with him. Colleagues dubbed him the "Big Gun."
Messrs. Mercer and Brown eventually revolutionized Renaissance's approach to trading
stocks and commodities, partly by eliminating the human element from trading decisions
and by fine-tuning the firm's trading models. Last year. Renaissance's assets climbed
above $36 billion, from $27 billion in 2015, even as many rivals stumbled. The two
men became co-CEOs in 2010.
Early on, Mr. Merrer's conservatism was on display in his support for the gold standard
and his animosity toward the Clintons. "He thought [Bill] Clinton was a crook," says
former Renaissance employee Nick Patterson.
.Bi
President-elect Donald Trump arrived for a holiday party at Mr.
Mercer's Long Island, N.Y., estate in December. PHOTO: EVAN
VUCCI/ASSOaATED PRESS
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He often challenged mainstream views. When University of California, Berkeley,
physicist Richard Muller visited Renaissance in 2011 to lecture on his doubts about global
warming, Mr. Mercer buttonholed him afterward to share his own skepticism.
Mr. Mercer was "distmstful of the science," Mr. Muller recalls. "It's a sdentist's duty to be
skeptical, and the original measurements had unaccounted systematic problems that
could have been important."
Mr. Mercer and his daughter Rebekah began financing Mr. Muller's research. The physicist
eventually concluded that global temperatures likely have risen because of human
activity. Mr. Mercer "seemed satisfied with our [recent] results and accepts them," Mr.
Muller says.
In the 1990s and early 2000s, Ms. Mercer, a Stanford University graduate, worked in
Renaissance's trading business. She left to home-school her children and, with her sisters,
open a Manhattan cookie and brownie shop that turned into an online company.
After meeting Andrew Breitbart at a conservative conference, Mr. Mercer and his daughter
in 2011 became interested in investing in his right-wing news organization, Breitbart
News Network.
Mr. Breitbart introduced the Mercers to his friend Mr. Bannon, a former Goldman Sachs
Group Inc.investment banker. Mr. Bannon drew up a business plan and term sheet under
which the Mercer family bought nearly 50% of Breitbart News for $10 million, according
to public filings and people familiar with the matter.
In March 2012, Mr. Breitbart collapsed on a Los Angdes sidewalk and died of heart
failure at age 43. Mr. Bannon and the Mercers convened an emergency meeting in New
York to determine Breitbartis future, according to people familiar with the matter.
Mr. Bannon became the site's executive chairman, eventually gaining influence over the
editorial side of the publication. Breitbart became popular with the "alt-right," a loose
conglomeration of groups, some of which embrace tenets of white supremacy and view
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immigration and multiculturalism as threats. In November, Mr. Bannon told a Wall Street
Journal opinion writer he is an economic nationalist, not a white supremadst. He declined
to comment for this article.
Disappointed by President Barack Obama's 2012 re-election, Mr. Mercer intensified his
political activity. In 2013, he and Ms. Mercer, together with Mr. Bannon, started the
watchdog group Reclaim New York to track what they viewed as excessive public
spending.
That year, Patrick Caddell, a former pollster for Jimmy Carter who has been critical of top
Democrats, shared data with Mr. Mercer showing voters were becoming alienated from
both political parties and mainstream candidates. After asking Mr. Caddell to do another
round of polls and collecting his own data, Mr. Mercer concluded that a major shift was
under way, Mr. Caddell says.
Mr. Mercer "understands trends and data at a level missed by many," Ms. Conway says.
Toby Neugebauer, a conservative energy investor who met with Mr. Mercer in 2014, says
Mr. Mercer predicted that immigration and trade would be central themes of the 2016
campaign.
"He and Rebekah were looking for an outsider to shake things up in Washington," Mr.
Neugebauer says.
Sometimes, father and daughter would walk through Republican fundraising
events locked arm-in-arm. The sociable Ms. Mercer did most of the talking, while her
father stood silently beside her.
Breitbarfs online traffic was soaring, validating the Mercers' faith in Mr. Bannon. When
Mr. Mercer hosted Mr. Bannon on Mr. Mercer's 203-foot yacht, the Sea Owl, Mr. Bannon
wore shorts, cursed freely and held forth like a dose relation, according to people who
visited the yacht.
m
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Mr. Mercer's yacht, the Sea Owl, in London in 2013. PHOTO: ROB
POWELL/LONDON NEWS PICTURES/ZUMA PRESS
Mr. Bannon advised the Mercers on which political and media ventures to invest in,
escorting potential benefidaries to Ms. Mercer's triplex apartment at Tmmp Place on
Manhattan's Upper West Side, according to people familiar with the situation.
As the 2016 campaign got under way, the Mercers were focused on causing political
upheaval rather than backing a specific candidate, friends say. "The Mercers' view is not
really tied to a particular person," says Mr. Schweizer, who with Mr. Bannon co-founded
the Government Accountability Institute, a research group funded by the Mercers.
The Mercers initially supported Texas Sen. Ted Cruz, giving a pro-Cruz super PAC more
than $13 million. Even so, Ms. Mercer told Mr. Schweizer that if his institute uncovered
corruption involving Mr. Cmz, "we expect you to report on it," according to Mr.
Schweizer.
When Mr. Cruz dropped out of the race last May, the Mercers pivoted to Mr. Tmmp, the
party's effective nominee. "Bob and Bekah got behind Tmmp because he was clearly an
antiestablishment candidate," says Mr. Caddell, the pollster. "It's a philosophical thing.
They think the establishment has failed and is self-serving."
In July, the Mercers gave $2 million to a super PAC supporting Mr. Tmmp. At a
fundraiser in August, Ms. Mercer suggested to Mr. Tmmp he shake up his campaign.
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recommending that two of her confidants take control, according to two people familiar
with the conversation.
Shortly thereafter, Mr. Tmmp installed Mr. Bannon as CEO and Ms. Conway as campaign
manager. Ms. Conway had helped Ms. Mercer mn Keep the Promise, a super PAC funded
by the Mercers that had supported Mr. Cruz.
At Renaissance, many employees initially shrugged off Mr. Mercer's political activities,
assuming Mr. Tnjmp would lose, and few were aware of the extent of Mr. Mercer's
involvement with Breitbart, according to people familiar with the firm. Later in the
campaign, however, some Renaissance executives chafed at the unwanted publicity that
Mr. Mercer's political activities brought the firm, those people say.
Renaissance's chaimrian and founder, James Simons, is a major donor to Democratic
causes, including Hillary Clinton's campaign. Mr. Simons declined to comment.
After Mr. Tmmp's upset victory, one of his first decisions was to appoint Mr. Bannon as
his chid" White House strategist. He later named Ms. Conway as his White House
counselor.
Ms. Mercer was appointed to the 16-member executive committee of Mr. Trump's
transition team, which is responsible for recommending administration officials. She has
weighed in on personnel decisions including successfully lobbying against Mitt Romney as
secretary of state and for Sen. Jeff Sessions as attorney general, according to people
familiar with the matter.
On(£ Mr. Tmmp takes office, Ms. Mercer is likely to help lead an outside group, funded
by her father, aimed at bolstering Mr. Tmmp's agenda, Ms. Conway says. Republican
operatives expect the organization will build its messages based in part on information
collected by Cambridge Anaiytica, a data firm backed by the Mercers that worked on Mr.
Tmmp's campaign.
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On Dec. 3, Mr. Mercer hosted his annual holiday party at his Long Island estate, Owl's
Nest, a bash at which most guests wear costumes. The party's theme this year was
"heroes and villains." Mr. Bannon and Ms. Conway brought Mr. Trump as a surprise
guest.
As the revelers settled in, Mr. Trump rose to speak, according to two attendees, joking
that he had just had his longest conversation ever with Mr. Me^cer-^wo words. He
lauded the contributions of Mr. and Ms. Mercer to his campaign, then joined the Mercers,
Mr. Bannon and Ms. Conway at the head table.
Sent from my iPhone
On Jan 12, 2017, at 3:53 PM, Phillip Escaravage wrote:
Brittany,
I would love to have them. Would be happy to meet both of them.
Phillip
Sent from my iPhone
On Jan 12, 2017, at 2:36 PM, Brittany Kaiser wrote:
Phillip,
May I ask a favor of you? The conversation today went very well.
Rebecca Mercer wants to meet with you and Alexander together. She will be
attending our event on Thursday and wondered whether there is space for her and
Alexander to join your event on Friday?
If you invite them they said they will both come.
Let me know and I will fix it in their diaries. I'm guessing they will leave the ofFicial
ball early and come join us at yours.
There may also be an invite we can extend to you for a big event Saturday which
has not been confirmed yet.
Best,
B
Sent from my iPhone
On Jan 12, 2017, at 2:45 PM, Phillip Escaravage
wrote:
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I would like to give Steve my two cents. Nate should be on NSC for North
Africa.
This meeting is with someone that Steve should absolutely speak to before the
20th. It will give him deep insight to Libya that will cany him for a while.
Sent from my iPhone
On Jan 12, 2017, at 1:42 PM, Brittany Kaiser
wrote:
If it's for appointments that would be very good since they still need help
and are a long way off filling all the roles, from what I understand.
Alexander might be able to arrange that, or I can introduce you to Steve
on emails or by phone but he listens to Alexander’s needs of course
higher priority tnan my own so a request from the CEO is a better
strategy.
Let me know, and also Alexander should get back to you by this evening
or tomorrow morning at the latest when he's out of Trump Tower etc
Sent from my iPhone
Qryar^2^017j^3^M, Phillip Escaravage
wrote:
I may have someone in the US by the 17th that Steve Bannon
absolutely should meet with before the 20th.
Sent from my iPhone
, Brittany Kaiser
wrote:
All good and noted.
Yourselves and your guests are confirmed on the security list as
of a few minutes ago. Let me know if you require last minute
additions before the 18th!
Sent from my iPhone
Qr^ar^2^0^j^3^M, Phillip Escaravage
wrote:
That's too funny!
Probably no new to meet with Mohammed Bashir at this
time. But thanks for thinking of it!
Sent from my iPhone
Qr^ar^2^017^^^2^M, Brittany Kaiser
wrote:
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I just sent her a Facebook mess^e with her RSVP and
we are giggling over this. It is hilarious.
On a side note, one of my good friends Mohamed
Bashir, son of Ghaddafi's head of the LAP, one of
Africa's biggest investors (more than Hosni Bei for
Libya) might be in town. If so I’d like to introduce you
if you have the time:
https://en.m.wikipedia.org/wiki/Bashir Saleh Bashir
Sent from my iPhone
_PM, Phillip Escaravage
" wrote:
She is dating my close friend Alex
Sent from my iPhone
Qr^ar^2^0^^^^0^M, Brittany Kaiser
wrote:
No way! I am friends with Antalya from
London.
We met at my friend's birthday party last
January in an old manor home in the
countryside. (Conor actually attended that
party at my invitation, so he knows her now
too).
The world gets smaller...
Sent from my iPhone
On Jan 12,
Escaravage
wrote:
Phillip and Charlotte Escaravage
HRH Prince Alex von Preussen
Alexia Bergstrom
Basem Sal^
Antalya Nall-Cain
Sent from my iPhone
On Jan 12^017jM0^3^M^rittany
Kaiser
wrote:
Fantastic. You and Charlotte plus
four I assume? I will have my
assistant add you all to the list just
now.
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If you have names/titles of your
guests b^ore next Wednesday that
would be very helpful just in case
the security attempt to make our
lives difficult! I think everyone may
ne«J a photo ID but I will confirm
closer to the time.
Best,
B
Sent from my iPhone
On Jan 12, 2017, at 10:52 AM,
Philli^saravag^^^^^^
Brittany,
I would love to come. I
have six people total including
me. Let me see how the
schedule looks.
Phillip
Sent from my iPhone
On Jan 12, 2017, at 9:49 AM,
Dearest Phillip,
I know you and Charlotte
may not be in town next
Thursday, but I wantod to
extend my invitation we
discussed regardless.
And of course any of your
friends and colleagues are
welcomed in our new DC
home. They can RSVP
directly to me or through
the email on the invite
below.
We need round numbers
by today if at all pssible,
but I can still add people
to the security list up to 24
hours ahead of time.
All the best,
B
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<Inaguration-Invite-
VI.jpg >
Brittany Kaiser,
PhD Candidate, MPhil,
LLM, MA Hons
Director of Program
Development
CA Cambridge
Anaiytica
https://cambridgeanal
ytica.org
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