In an environment dominated by the digital medium, where businesses are deluged with enormous data about their target groups, what they choose to value and measure has increasingly become critical to success. Beyond capturing data, Digital Marketing has aroused enormous curiosity for its scope and capabilities in either manipulating or driving consumer choices. A variety of tools and techniques, from Data Analytics to Algorithm-based data points, have mushroomed to capture this data and organize it. However, the correlation between these tools and actual conversion to sales; in essence, the influence that Marketers are actually able to exert on their target audience through online platforms is weak or hard to measure. In light of this the introduction of Psychographics as a tool/method of influencing and converting audiences into regular customers has become extremely popular in the past few years. More than merely affecting choices, Psychographics seeks to influence the decision-making processes of people based on their personality types and emotional trigger points. In recent years, Psychographics has come to be associated with the Cambridge Analytica scandal and the US Presidential Election of 2016. This paper seeks to understand Psychographics, it’s uses in the world of contemporary marketing for political and commercial purposed and whether it is truly an effective digital marketing tool.