We used FB better than Hilllary, said Trump's campaign; Facebook agrees

The data scientist says 84 per cent of Trump's budget asked people on Facebook to take an action, like donating, compared with 56 per cent of Clinton's

Donald Trump’s presidential campaign has boasted often that it made better use of Facebook Inc.’s advertising tools than Hillary Clinton’s campaign did. An internal Facebook white paper, published days after the election, shows the company’s data scientists agree.

 

“Both campaigns spent heavily on Facebook between June and November of 2016,” the author of the internal paper writes, citing revenue of $44 million for Trump and $28 million for Clinton in that period. “But Trump’s FB campaigns were more complex than Clinton’s and better leveraged Facebook’s ability to optimize for outcomes.”

 

The paper, obtained by Bloomberg and discussed here for the first time,