works. imagine that inside this car is mr x. mike anyone in the eaves thousands of pieces of personal information on the internet without realizing his address his age his income his hobbies his purchases and also. his religion and whether or not he owns a gun. in cambridge analytical bought this data from credit card companies banks and health care providers as well as from web giants like facebook google or twitter the practice is completely legal although none of these companies wants to talk about the data they sound in total cambridge analytical ended up with four to five thousand pieces of data for each of the two hundred thirty million adults living in the united states an enormous amount to see how they plan to use this information just watch the rest of the at traditional political campaigns use geography and demographics like age and gender to break down voters in the target