Trump's 'Secret Sauce' Is Just More Ketchup

His campaign's use of big data to manipulate voters isn't particularly new.

February 1, 2017 at 11:00 AM UTC

Corrected

February 1, 2017 at 2:04 PM UTC

Cathy O'Neil is the CEO of ORCAA, an algorithmic auditing company, and the author of "The Shame Machine: Who Profits in the New Age of Humiliation."

Selling the sauce.

Photographer: Bryan Bedder/Getty Images

Did the magic of psychological analytics -- the big data version of "secret sauce" -- launch Donald Trump into the presidency?

Don't believe the hype.