Jubilee Party has hired the global data mining company Cambridge Analytica to help win the August presidential election. The data firm was behind the successful campaigns of both the U.S. presidential election and the Brexit referendum.
According to a recent exposé done by the Guardian, the company works by trawling Facebook and buying up commercial consumer datasets to identify ‘persuadable’ voters whom it will then bombard with more than a billion social media posts and adverts.
The Guardian claimed that the company, which is owned by billionaire Robert Mercer and Trump adviser Steve Bannon, employs senior ex-army officers experienced in psychological warfare operations as it describes itself as a “psychological warfare firm”.
The firm’s website says it is a “global leader in data-driven campaigning with over 25 years of experience, supporting more than 100 campaigns across five continents”. Those countries include Russia, Lithuania, Latvia, Ukraine, Iran, Moldova and now, Kenya.
It also adds that within the United States, it has played a pivotal role in winning congressional and senatorial elections.
In Kenya, Cambridge Analytica will be looking to acquire information from facebook and other third party data companies about undecided voters before bombarding them with election campaigns. It will also work closely with British PR firm BTP Advisers which successfully managed the TNA campaign that brought President Uhuru Kenyatta to power in 2013.
The Star reports that well-placed sources in the Office of the President confirmed that a team from the company have arrived Kenya to find out what voters want from the Jubilee administration.
Fresh details have also emerged on how the Jubilee presidential campaign teams have been subdivided.
The communications team is headed by Alfred Getonga. The strategy team is led by Solicitor General Njee Muturi and assisted by DP Ruto’s aide Farouk Kibet, JP vice chairman David Murathe and former Energy CS Davis Chirchir.
Resource Mobilisation is led by Equity chairman Peter Munga while the Logistics team and the Central Command Centre will be directly supervised by Uhuru’s younger brother Muhoho and former KAA boss George Muhoho, their maternal uncle.