big data in politics: how did we get here & where are we going?

Big Data in Politics: How Did We Get Here & Where Are We Going?

Colin Delany, Epolitics.comMarch 6, 2014

Colin Delany

Former political staffer (Texas)

Founder/editor Epolitics.com

Online communications consultant

Political advocate

Colin Delany

Ebook author: “How to Usethe Internet to Win in 2014”

Columnist for Campaigns &Elections Magazine

Contributing Editor, DigitalPolitics Radio

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

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

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.

Political Data: Essentials

Key concept: data = listening

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

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

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?

Thank You

Colin Delany

Epolitics.com

cpd@epolitics.com

@epolitics

+1 202 422 4682

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