Applications of Big Data in Elections

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Starting with Former US President, Barack Obama’s, election campaign, big data has since made waves. Social media has tremendously changed the election scene over the last few years. With the tremendous amount of data that gets generated, political parties have started harnessing the power of data to guide their campaigns every step of the way.

Reaching Non-Voters – It’s a known fact that a large fraction of the population don’t vote. Driven by data, campaigns upped their engagement-strategies to get these non-voters to cast their vote. Obama is still on it!

Understanding Voter Personas – Every voter is different. Parties use data to understand the interests of their voters to design more focused campaigns.

Identifying Nationwide Issues – Whether it’s unemployment, female education, or the safety/security of women and children, parties are now pinpointing widespread issues and tweaking their messaging to address them.

Analyzing Demographics – Data analytics has helped parties study demographic patterns, analyze voting patterns, improve their polling booth management and more.

Race Predictions – Not just the parties, but the media too taps into the power of data to understand campaign strategies, monitor candidate progress and predict election outcomes.

With the widespread growth of analytics in the election process, it is safe to say that the upcoming Lok Sabha elections in 2019 can expect to see more parties rely heavily on its Data Analytics departments for campaigning, candidate selection, political narratives, and constituency mapping.

So let’s wait and watch as the digital wars begin! As far as outcomes go, only time can tell… or will we predict it beforehand?!

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