Microtargeting is a marketing strategy that uses digital data — connections, tastes, demographics, purchases, locations and more — to segment people into smaller and smaller groups for very tailored content targeting in order to influence perception and behavior. Marketing and communications specialist and host of 'Backchat' on Sydney’s FBI radio, Swetha Das talks about the rise of microtargeting and her recent research on the political microtargeting of Australia's migrant communities.