Cambridge Analytics scl group Leave. EU: Profile Raising and Outreach www.cambridgeanalytica.org BIG DATA SOLUTIONS FORTHE EU REFERENDUM Cambridge Analytica is the world's foremost provider of data-driven political campaign solutions. We have over twenty-five years of global political experience, and have worked on over 200 national and local races in over 50 different countries with an unrivalled track record of supporting our clients' campaigns. Our methodology is driven by data. The more you know about someone, the more you can understand the best way to engage them. And it is increasingly the case that voters don't easily fit into the traditional boxes of party supporters, especially when it comes to issues-based referenda. Cambridge Analytical 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 histories, lifestyle information, census returns, and historical voting records to construct advanced profiles of individual voters. We use state-of-the-art psychoglcal analysis to quantify voter behavior and design campaign messaging strategies accordingly, and our voter profiles include detailed insight into how likely voters are to turn out, 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 as well as how to identify and engage new enthusiasts. Our political messaging specialists help your campaign design messages that speak directly to your target voters' unique profiles, helping you to forge a connection with supporters that will produce real electoral results. Behavioral Microtargeting™ represents the next generation of voter messaging and mobilisation. ft ) BEHAVIORAL MICROTARGETING'- TRADITIONAL MICROTARGETING DEMOGRAPHIC POLLING Predictive models that reveal the underlying psychological triggers of behavior Predictive models that segment voters by demographic dimensions Static data that shows the general opinions of broad groups BEHAVIORAL MICROTARGETING™ & PREDICTIVE ANALYTICS: CAMBRIDGE ANALYTICA WHAT MICROTARGETING WILL DO FOR YOU Voters and businesses alike see the conning referndum as an opportunity to voice their concerns over issues caused by Britain's membership of the EU. Whether it is regulations, border controls or Britain's international profile, British people have real worries about the EU's impact on their lives and businesses. As such, the coming months will be an important period for the Leave.EU campaign as it seeks to show the public that it represents a serious position on the EU that is separate from the vested interests of frequenty out-of-touch politicians. To do this, Leave.EU must identify the types of people likely to support a 'Leave' campaign, whether they are journalists, businesspeople, politicians or ordinary voters, and capture their attention. Cambridge Analytica can help you do this. From turnout propensity to issue salience to communications channel selection, we can provide Leave.Eu with a holistic campaign design that will maximise your chances of being successfully selected by the Electoral Commission and then give the 'Leave' campaign the best possible chance of winning the referendum. Our powerful predictive analytics and campaign messaging capacity can help you to segment and message the population according to a range of criteria: TURNO Groups based on likelihood to turn out to vote in particular elections PRIORITY ISSUES Groups based on voter's priority top-line issues (eg. National Security) and nuanced views (eg. National Security-: Defending the border) PARTISANSHIP General Voter - groups based on propensity to vote in the referendum Ideological Voter - groups based on ideological perspectives on Britain's EU membership Opposition Voter - groups to dissuade from political engagement or to remove from contact strategy altogether p$y( hogralhil clusters Groups based on voter's personality traits and demographic data » PERSUADABILITY Groups based on voter's propensity to be persuaded based on all data held on the Individuals. Groups based on potential to donate to different parties, candidates, and causes COL1 STRATEGY jBHHH Groups based on the most effective channels (email, web advertisements, direct mail etc) to reach target voters and potential donors C\ CAMBRIDGE ANALYTICA IDENTIFYING & MOBILISING SUPPORTERS This proposal outlines the scope of work that we propose to undertake in support of Leave.EU's goals. Over the conning months, our primary objective will be to ensure that Leave.Eu is selected by the Electoral Commission as the official campaign on the 'No to EU'side. Only once that has been accomplished can focus shift to enlarging the scope of the the supporter engagement campaign in order to ensure that the campaign's ultimate goal is achieved and that the United Kingdom leaves the European Union. This proposal focuses on the steps necessary to achieve Electoral Commission selection, and does not deal with workstreams during the general campaign despite the fact that Cambridge Analytica would be delighted to continue supporting this effort: We believe, however, that in the short term it is important to focus on the task at hand. As such, Cambridge Analytica has designed a two-phase programme of work that will engage key stakeholders and demonstrate the innovative and powerful nature of Leave.EU's campaign in advance of the Electoral Commission's decision. Phase I, which involves a short programme of data analytics and creative support, is specifically designed to enable Leave.EU to showcase its intellectual capacity and robust, data-driven approach to campaigning during the series of presentations scheduled for November 17th and 18th. The products of Phase I will be a comprehensive plan for further research and data analytics on a larger scale, as well as sample creative products across multiple formats (digital, print, audiovisual) that will begin to illustrate to observers that Leave.EU has the capacity to execute a powerful, exciting and technologically advanced national campaign. Building on the initial phase, Phase II will involve a pilot microtargeting project in one geographic area, which will provide Leave.EU with a deeper understanding of the dynamics at work across the UK in terms of views on Europe and voting intentions. Additionally, this pilot project will provide further evidence of Leave.EU's capacity to successfully mobilise supporters and convince swing voters, further underlining to the Electoral Commission and others that Leave.EU is the premier 'Leave' campaign. The products of Phase II will be a comprehensive report on target audiences identified, as well as an online voter engagement platform that will allow Leave.EU to target specific voters based on their interests and voting intentions. In parrallel with Phase II, we will coordinate a programme of targetted donation solicitation, using digital advertising and other media as appropriate to raise funds for Leave.EU in the UK, USA and in other countries. CAMBRIDGE v\ ANALYTICA PHASE I: DATA MATCHING, ANALYTICS & STRATEGY Leave.EU's main priority during the initial stages of this campaign should be convincing journalists, donors, politicians and the Electoral Commission that they are the 'Leave' campaign that best represents those who wish to restore Britain's independence from the EU. With that objective in mind, Cambridge Analytica proposes a short programme of data integration and analytics that will enable the campaign to better understand its existing supporters and to begin designing its messaging strategy. Working with the data that Leave.EU and its allies have already collected from supporters, we can analyse voters' viewpoints and provide summarised insights that will help you to understand their motivations and interests. These insights will then form the basis for the development of a series of sample creative pieces, including static and audiovisual digital advertising and mail products, which will be designed to appeal to specific segments of Leave.EU's support. Finally, we will collaborate with Leave.EU and its partners to develop a presentation that can be delivered to stakeholders on the 1 7th and 1 8th of November. This presentation will show viewers the depth of talent supporting Leave.EU, as well as the innovative data analytics and creative development that the campaign will be deploying. VOTER GROUP ANALYTICS REPORTS FOR STRATEGY PRESENTATION Analysis of voter universe: ■ Briefing packs on predetermined supporter segments • High-level message creation • Design of research methodology and strategy for Phase II CAMBRIDGE VyV ANALYTICA PHASE I: ESTIMATED TIMEFRAME & BUDGET The deadline for Phase I of this project is Monday November 16th, with presentations November 1 7 & 1 8. Key Cambridge Analytica critical path tasks: ■ Receive and integrate house file data; identify suitable supporter target audiences • Develop digital marketing materials and messaging content for the showcases on November 1 7 and 18th, inclusive of creative guidelines and sample materials production Requirements from the Leave.EU campaign: • House file of supporters, members, and subscribers -delivery scheduled for Tuesday Nov 3rd • Access to digital outreach resources, including Facebook page and other social media accounts • Branding creative: logo, graphic elements, color palette, images, taglines and phrases • • Priority campaign issues • Co-ordination process to integrate the campaign's contacts and online presence for digital outreach (e.g. web user flow, landing pages, sign-up process) and mail vendors Additional reporting deliverables: • Two presentations/briefing sessions on results and analysis of findings • Forward strategy documents to be produced for use in stakeholder meetings PROPOSEDTIMELINE DATA CODING A (HTWWTION DATA ANALVTC.S CREATIVE BRIEFING PACK MOMEflOPt! PRESENTATION PRODUCTION i'REsf NTA'KJN 10 li WEEK ESTIMATED BUDGET PH A St raja a 5 ■42/^00 i ’> 2 5 Dr: j Er*pHl"r rtf fen n,oc^o 1 2 -tZFEE.M £1 l»i>0 1 1 £l.5XilfJ l 1 7 3 ienFD t » _ i ttfttlUQC Tolil ‘■IIOW.hxI CAMBRIDGE \S\ ANALYTICA PHASE II: TAA & MICROTARGETING PILOT In order to build on the work undertaken in Phase I, we propose a multi-faceted approach to Phase II. The first part of this phase, which will be centred on a particular geographic area (likely a parliamentary constituency), will involve a programme of Target Audience Analysis, whereby qualitative and quantitative research is conducted in order to segment the population into target audiences according to their views, motivations and interests. The second part of Phase II, Political Microtargeting, involves the use of secondary data sources and advanced analytics to assign values on particular traits to the entire voting population of the area in question. This will allow for the target audiences to be resegmented and contacted as required over the course of the campaign, and the use of this data will be facilitated by the deployment of an online database utility created by Cambridge Analytica for Leave.EU. TARGET AUDIENCE ANALYSIS (TAA) Target Audience Analysis (TAA) is one component of Cambridge Analytical unique methodology, and enables a comprehensive understanding of the opinions and motivations of key audience groups. More specifically, it offers a unique insight into the public's perception of key political issues and underlying motivations for voting behaviour including sociological and psychological factors. TAA begins with the collection of qualitative data through interviews and focus groups, which allow us to identify key issues and political attitudes that will be tested during the subsequent quantitative phase. Cambridge Analytical quantitative research methodology involves a large-scale survey, conducted online and/or via canvassing and telephone, which gathers large volumes of data on key issues and political opinions, as well as underlying motivations for behaviour such as propensity forchange, normative sociological affiliation and other factors. This data is then analysed by our in-house team of data scientists and statisticians to define Target Audience Profiles, which are descriptions of population segments that can be grouped together based on their shared characteristics. To do this, our scientists feed quantitative and qualitative data through a series of sociological, political and psychological parameters, identifying trends and grouping the population accordingly. In most cases this results in the definition of 4-6 Target Audience Profiles, though the number is entirely dependent on the population and issues being studied. 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 support the Leave.EU campaign. The end result of this process is a comprehensive plan for influencing voters likely to be receptive to Leave.EU's positions and messages. This plan will include guidance on messaging including slogans and visuals, appropriate channels (digital, m^il, etc.) and scheduling, which together constitute a holistic strategy that will give Leave.EU the best chance of success. CAMBRIDGE v\ ANALYTICA POLITICAL MICROTARGETING Building on the insight contained in Target Audience Profiles, Cambridge Analytical Political Microtargeting methodology assigns values relating these profiles to individuals. While particular data protection regulations and the availability of secondary data sources will dictate the extent to which this is possible (and as such this Phase has not yet been costed), Politjcal Microtargeting is a process whereby individuals across a voter population are predictively modeled to understand where they fit amongst the Target Audiences identified by our research.This predictive modeling can also indicate what issues they care about, and other factors likely to be salient in shaping voting behaviour. What this process offers is the opportunity to target communications at the scale of the individual. In other words, Leave.EU will be able to ensure that every piece of digital or print advertising sent out is directed at somebody who cares about the particular issue, or is likely to respond positively. This means that your campaign can save money that would otherwise have been spent contacting voters who are vehemently pro-EU, and direct those resources into making more frequent contact with swing voters and supporters you wish to mobilise as donors or volunteers. To assist Leave.EU with using this wealth of information, Cambridge Analytica will develop a bespoke online database tool with intuitive controls and powerful visualisation capacity. This will help campaign staff to understand their audiences and plan strategy accordingly. New audiences can be identified using the database querying tool, and pre-formatted Target Audiences can be displayed geographically or according to other factors, all enabling a thorough understanding of the campaign and putting Leave.EU in the global vanguard of data-driven political campaigning. connect connect is our voter database utility, which helps you segment, view and understand your target audiences. CAMBRIDGE ANALYTICA TARGETED FUNDRAISING Alongside theTAA and Political Microtargeting programmes described on the preceding pages, Cambridge Analytica will also design and execute a programme of donation solicitation amongst individuals interested in Britain's EU status. These could include both corporate and individual targets in the United States, UK or other Commonwealth countries. Depending on budget and required specifications, this programme would make use of targeted digital advertising, direct mail, telephone marketing and other methodologies as appropriate to solicit campaign financing from individuals willing to support a campaign for Britain's independence from the European Union. Cambridge Analytica has significant experience designing and executing donation programmes, and we can handle the entire process from the development of creative pieces and design of targeting frameworks to the scripting of telephone calls and production of digital animations and donation collection websites. CAMBRIDGE \m/\ ANALYTICA Cambridge ■ LA Anaiyt.ca SCI gfOUp ! it '/ Thr- Nk'-'A urf Building &uiTi 17'j A ul *ii£- !' nsafop Sfa$'<oii ' iQQfc. 'r- ■ .. i<;r,r.’ y sei . ■ I Te1 • ih-faj 'iv b1 ri ‘//■piiN'iioi : \.iif Aiie\ >r::'VA ^ .5,?, n ,-wrj ■ ; - :;o;vn!.' 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