The story goes: the Trump campaign hired consultants called Cambridge Analytica. Cambridge uses data to target voters’ personalities and emotions. Trump wins. But it’s not so simple. Did the Trump campaign have a secret sauce? Or just more ketchup? This week, some answers. With Matt Oczkowski of Cambridge Analytica, psychometrics pioneer Michal Kosinski, and Nicholas Confessore of the New York Times. Support Note to Self by becoming a member today at NotetoSelfRadio.org/donate.