He hired Cambridge Analytica to assist with microtargeting , and Cambridge Analytica stated that it was the key to Trump 's victory .
Parscale denied that he gained assistance from the firm , stating that he thought Cambridge Analytica 's use of psychographics does n't work .
Although he hired Cambridge Analytica to assist with microtargeting , and Cambridge Analytica stated that it was the key to Trump 's victory , Parscale denied that he gained assistance from the firm , stating that he thought Cambridge Analytica 's use of psychographics does n't work .