Facebook Failed to Protect 30 Million Users From Having Their Data Harvested by Trump Campaign Affiliate | The Intercept

Facebook Failed to Protect 30 Million Users From Having Their Data Harvested by Trump Campaign Affiliate; Mattathias Schwartz; In The Intercept; 2017-03-30.

tl;dr → the tale

Social media intelligence and profiling in the insurance industry… | Privacy International

Tom Fisher (Privacy International); Social media intelligence and profiling in the insurance industry…; In Their Blog, centrally hosted on Medium; 2017-04-24.
Tom Fisher is Dr. Tom Fisher, staff, Privacy International.

tl;dr → VisualDNA, Big Data Scoring (BDS) provide personality profiling & scoring.


  • Admiral Insurance
  • FirstCarQuote, a product of Admiral Insurance
  • Personality Profiling
  • Social Media Intelligence
    defined as <quote>to make predictions and decisions about people.</quote>
  • Personality estimation, via Facebook “data”
  • 2016-11
  • Facebook Platform Policy
    as necessary, to cessate ensmallen these embarassments.
  • Big Data Scoring
  • VisualDNA
  • Some Query from compare.php; At Some Site, perhaps doing business as (dba) Paranoid Paul
  • First Car Quote
    • has a mandatory Facebook sign in
    • relaunched
      • with a mandatory “login via Facebook”
      • analysis of Facebook posts
      • “voluntary” personality quiz
  • ZestFinance, team
[Facebook] Account Information
  • name
  • email address
  • gender
  • birth date
  • current city
  • profile picture
  • sells personality profiling
  • for credit scoring
  • purveying to lenders.
  • <quote>patented and unique psychometric tests to credit assessment</quote>
  • Credit and Risk
  • Concept
    • “thin-file” subjects.
    • assist with credit scoring.
    • Axes
      • “openness”
      • “neuroticism”
      • “emotional stability”
      • [what happened to] “conscientiousness”
  • coulddo suggest overconfidence
    • sentence length
    • use of exclamation marks
    • words like “always” or “never” (as opposed to “maybe”)
  • a measure of organization (conscientiousness)
    • arranging to make appointments at a specific time, rather than a generic “this evening”

Big Data Scoring (BDS)

  • Erki Kert, CEO and co-founder.
  • a credit scoring services
  • sells to Admiral
  • commencing 2016-03
Digital Footprint DATA
  • original product
  • a loan default propensity score
  • offered 2013–04
  • based on Facebook “data”
    • profile data
    • status updates
    • likes
    • locations
  • <quote>5,000–10,000 lines of data for each client</quote>, sourced from page.

Other Schemes

  • China → “social credit score,” a total awareness scheme.
  • India → some lender, using Twitter posts on politics.


  • Yossi Borenstein, “head” of risk analtycs, VisualDNA
  • Erki Kert, CEO and co-founder, Big Data Scoring (BDS).
  • Douglas Merrill, CEO, ZestFinance; ex- Chief Information Officer (CIO), Google




Tracking the Digital Footprints of Personality | Lambiotte, Kosinski

Renaud Lambiotte, Michal Kosinski; Tracking the Digital Footprints of Personality; In Proceedings of the IEEE, Volume 102, Number 12; 2014-12; 5 pages; pdf (timeout? aclwalled?)
Teaser: This paper reviews literature showing how pervasive records of digital footprints can be used to infer personality.


A growing portion of offline and online human activities leave digital footprints in electronic databases. Resulting big social data offers unprecedented insights into population-wide patterns and detailed characteristics of the individuals. The goal of this paper is to review the literature showing how pervasive records of digital footprints, such as Facebook profile, or mobile device logs, can be used to infer personality, a major psychological framework describing differences in individual behavior. We briefly introduce personality and present a range of works focusing on predicting it from digital footprints and conclude with a discussion of the implications of these results in terms of privacy, data ownership, and opportunities for future research in computational social science.


There are 54 references.

How Political Candidates Know If You’re Neurotic | MIT Technology Review

How Political Candidates Know If You’re Neurotic; David Talbot; In MIT Technology Review; 2016-04-15.
Teaser: The latest data-driven campaign pitches target you based on your personality, not just your demographics. But does such profiling work?

tl;dr → promotion of Cambridge Analytica


  • Thom Tillis, candidate, United States Senate, North Carolina, 2014.
  • personality
  • persona
  • Uncited research
    • University of Toronto
    • University of Minnesota
  • Universe of boutique advice shops
    due to David Kreiss

    • 67 companies promote for Democrats
    • 13 companies promote for Republicans.
  • Personal Democracy Media
    • produces the annual Personal Democracy Forum
    • Micah Sifry, cofounder

Cambridge Analytica

  • Cambridge Analytica
  • London, UK
  • A spinout from SCL Group, UK
  • Has assessed the personalities of all 190 million registered voters in the United States.
  • Represents Republican and conservative candidates
  • Book of business
    • 44 state and federal races in the United States in 2014.
    • the presidential campaign of Ted Cruz, the U.S. senator from Texas.
  • OCEAN (openness, conscientiousness, extroversion, agreeableness, neuroticism)
  • Scheme
    • cookie matching
    • online PII match
    • Acxiom
    • Facebook

“Big Five” Inventory

Acronym: OCEAN

  • Openness
  • Concientiousness
  • Extroversion
  • Agreeableness
  • Neuroticism


  • Alex Tayler, chief data officer, Cambridge Analytica
  • Daniel Kreiss, professor of political communication, University of North Carolina, Chapel Hill.
  • Gregory Huber, postdoc?, political scientce, Yale.
  • Micah Sifry, cofounder of Personal Democracy Media.


In MIT Technology Review

Private traits and attributes are predictable from digital records of human behavior | Kosinski, Stillwell, Graepel

M. Kosinski, D. Stillwell, T. Graepel; Private traits and attributes are predictable from digital records of human behavior. In Proceedings of the National Academy of Sciences (PNAS); 2013; 4 pages.


We show that easily accessible digital records of behavior, Facebook Likes, can be used to automatically and accurately predict a range of highly sensitive personal attributes including: sexual orientation, ethnicity, religious and political views, personality traits, intelligence, happiness, use of addictive substances, parental separation, age, and gender. The analysis presented is based on a dataset of over 58,000 volunteers who provided their Facebook Likes, detailed demographic profiles, and the results of several psychometric tests. The proposed model uses dimensionality reduction for preprocessing the Likes data, which are then entered into logistic/linear regression to predict individual psychodemographic profiles from Likes. The model correctly discriminates between homosexual and heterosexual men in 88% of cases, African Americans and Caucasian Americans in 95% of cases, and between Democrat and Republican in 85% of cases. For the personality trait “Openness,” prediction accuracy is close to the test–retest accuracy of a standard personality test. We give examples of associations between attributes and Likes and discuss implications for online personalization and privacy.



Previously noted.


Why the Myers-Briggs test is totally meaningless | Vox

Why the Myers-Briggs test is totally meaningless; ; In Vox; 2014-07-15.

tl;dr => there is no science; Carl Jung made it up.