Mad Men to Math Men

Video Summary

How online advertising has moved from the creative sphere to specialists in programmatic advertising and how this data science methodology helped Donald Trump win the U.S. election.


Alexander joined the SCL Group as a Director in 2003, and established Cambridge Analytica, a US-based data analytics and behavioral communications firm, in 2013. Cambridge Analytica has quickly grown into one of the world’s leading political data firms, using psychological profiling to build award winning behavioral microtargeting tools for political and commercial marketing campaigns globally. Alexander was recently included on WIRED Magazine’s Next List, as one of the world’s top 25 geniuses creating the future of business. Alexander began his career as a financial analyst with Baring Securities in Mexico, and thereafter with Robert Fraser Corporate Finance where he worked as principal and in an advisory capacity on UK M&A and transaction work. Alexander Nix was educated at Eton College and Manchester University.

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