The spokesman also said neither Cambridge nor SCL had done any work, paid or unpaid, with the pro-“Brexit” Leave.eu campaign last year, although Mr. Nix once claimed<br />that Cambridge had helped “supercharge” Leave.eu’s social media campaign.<br />But a dozen Republican consultants and former Trump campaign aides, along with current<br />and former Cambridge employees, say the company’s ability to exploit personality profiles — “our secret sauce,” Mr. Nix once called it — is exaggerated.<br />One brochure circulated to clients this year, which details Cambridge’s expertise in behavioral targeting, also calls<br />the company’s “pivotal role” in electing Mr. Trump its “biggest success politically in the United States.”<br />Trump aides, though, said Cambridge had played a relatively modest role, providing personnel who worked alongside<br />other analytics vendors on some early digital advertising and using conventional microtargeting techniques.<br />It’s just about making marketing more efficient.”<br />Even before the election, according to one former employee, Cambridge employees attended sessions about soliciting government business in the United States — where Mr. Trump now oversees the federal bureaucracy<br />and Mr. Bannon is arguably the White House’s most powerful staff member.<br />The technology — prominently featured in the firm’s sales materials and in media reports<br />that cast Cambridge as a master of the dark campaign arts — remains unproved, according to former employees and Republicans familiar with the firm’s work.
