Cambridge Analytica, a data-analytics firm that has a handful of staffers embedded at Cruz campaign headquarters in Houston, is overseeing the program. It promises not only to target and motivate supporters, but also to identify voters who share characteristics with the campaign’s existing supporters — and what sorts of messages are most likely to persuade them. This is why Cruz’s team believes it can expand his base.
It's too "slick" for me. I feel like I'm being played. I supported him at first but not now. I prefer the guy who just says what he thinks.
Cambridge Analytica is owned at least in part by New York hedge fund manager/CRuz donor Robert Mercer.....
The Mercers this year provided the lion’s share of the $37 million raised by a quartet of unlimited-money super PACs supporting Cruz’s campaign for the GOP presidential nomination. Cruz’s presidential campaign has contracted with Cambridge Analytica to provide data services, and the company has had talks with at least one of those super PACs, according to sources.
http://www.politico.com/story/2015/07/ted-cruz-donor-for-data-119813
ROI ??