Big data is transforming politics, creating new opportunities to contact individual voters with messages specifically designed to motivate them in particular. How did we get here? How does data-driven voter targeting work? What are the implications for democracy?
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Big Data in Politics: How Did We Get Here & Where Are We Going?
1. Big Data in Politics: How Did We
Get Here & Where Are We Going?
Colin Delany, Epolitics.com
March 6, 2014
2. Colin Delany
Former political staffer (Texas)
Founder/editor Epolitics.com
Online communications
consultant
Political advocate
3. Colin Delany
Ebook author: “How to Use
the Internet to Win in 2014”
Columnist for Campaigns &
Elections Magazine
Contributing Editor, Digital
Politics Radio
4. Political Data: History
[We've been using data w/o knowing it]
1970's/80's – direct mail, phones
2002/2004: Republican microtargeting
2006: Catalist founded (Dems)
2008 Obama: grassroots & online
2008-2012: cookie targeting & other new tech
2012 Obama:data integration, TV targeting
2013: Dems take down-ballot
2014: Parabellum Labs, Dem national rollout
5. Political Data: Essentials
Essential political data tools:
Voter file
Data manipulation software
Voter models
Ways to put data into action
NOTE: commercial marketers are way ahead of
political marketers
6. Political Data: Essentials
What you can do with data
Overall: target communications
Online advertising
Field organizing/canvassing
Direct mail/TV
In theory, data lets you hit the right person with
the right message at the right time.
8. Political Data: Essentials
Data sources:
Voter file
Commercial data
Field data (canvassing, phone bank responses)
Behavioral data (history of interactions with the
campaign)
Online behavior
9. Political Data: Limits
Limits on political data:
Legal framework
Data quality
Infrequency of voting = small data set
Match rates
Diminishing marginal returns
Need for niche content
10. Political Data & Democracy
Is political data good or bad for democracy?
Does it have a corrosive effect?
Is it manipulative?
Or, could it lead to a more-engaged electorate?
12. Big Data: la nueva tendencia para
conocer al elector
Bruce Willsie, Labels & Lists
Chris Wegrzyn, Blue Labs, @wegbert
Matt McMillan, Buzzmaker, @wearebuzzmaker
Colin Delany, Epolitics.com, @epolitics (moderator)
Hashtag: #VAC14