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Prior to it’s use in targeting voters, TAA was being developed for use in information warfare.

Strategic communications expertise provided to private companies such as #CambridgeAnalytica were drawn from experience of psycological operations by NATO.…
”At the heart of TAA is the ability to empirically diagnose the exact groupings that exist within target populations... to be ranked and the ranking depends upon the degree of influence they may have in either promoting or mitigating constructive behaviour.” - Dr Steve Tatham
In nearly 25 years of military service Cdr Tatham has commanded 15 (UK) Psychological Operations Group and been instrumental in UK influence activities in conflicts in Sierra Leone, Iraq, Afghanistan and Libya.
Based on his experiences within 15 (UK) Psychological Operations Group, Steve joined IOTA Global as director of operations (Europe and middle East).…
“All IOTA Global products and services are subject to Export Control regulation by the UK Government. Our expertise is so strong that we are the only commercial IO company subject to such conditions.”
Andrew Mackay CBE was chairman of the Influence Advisory Panel and Executive chairman of IOTA Global.
“Major General Andrew Mackay was commander of British Forces in Afghanistan in 2007-8. During that time he led the successful assault on Musa Qala in the north of Helmand, an operation that for the first time afforded primacy to the idea of Influence driven operations."
Why TAA matters

Before influencing the behaviour (voting intentions) of a group, it is imperative to understand the population and the varied social groups within, known as population intelligence within a military context (POPINT).
“Understanding the audience is the beginning and end of all military influence endeavours. Without TAA, influence success is dependent upon randomness, luck and coincidence – in short, ‘a fluke’." - Dr Steve Tatham

1) Precise identification of optimal Target Audiences.

2) Measurement of the ‘influenceability’ of that audience.

3) Identify the best process to influence that audience.

4) Deploy the triggers that will effectively and measurably change the audience’s behaviour.
"TAA, therefore, aims to construct a robust profile of the audience and how it can be influenced by an appropriately conceived and deployed message campaign.”…
The use of TAA was considered such a high risk to those exposed that the UK government had designated it as a “weapons grade communications tactic”
This revelation was brought to the DCMS committee investigation into fake news by an ex-employee of SCL Group, Brittany kaiser.…
"we had to tell the British Government if that was going to be deployed in another country outside the United Kingdom." - Brittany Kaiser…
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