The Multimillion Strategy That Uhuru Has Now Approved That Might Make Him Beat Raila Again

Jubilee has contracted the services of global data mining company Cambridge Analytica in the run-up to the August presidential election, The Star Kenya reports.The party will also use the British PR firm BTP Advisers that successfully managed the TNA campaign that brought President Uhuru Kenyatta to power in 2013.Cambridge Analytica (CA), described as a 'psychological warfare firm', helped Trump during his 2016 campaigns for the Presidency and has supported more than 100 campaigns worldwide.A British organisation, CA, is owned by American billionaire Robert Mercer and alt-right Trump adviser Steve Bannon.It is believed that Jubilee made the move to ensure that its campaigns ahead of the elections were well coordinated, leaving no room for error.The firm – with teams of data scientists, campaign strategists, researchers, and content and digital marketing pros – uses the power of big data to develop a fine-grain understanding of voters and their preferences.Once they collect and build the data sets, they create targeted messages crafted to persuade voters to choose the client candidate.Cambridge Analytica says the firm has supported more than 100 political campaigns across five continents, including the successful bid of United States President Donald Trump. That win was not delivered by the nation’s popular vote – Trump lost that by about 3 million votes – but by a shrewd understanding of the electoral college system, and strategies to deliver voters in key constituencies.“Analyzing everything from their voting history to the car they drive, we identified personality traits and behaviors that were correlated with voting decisions,” the company explains in its Trump case study. “These models allowed us to predict the way individuals would vote – even if we didn’t know about their political beliefs.”