Download - Presentatie big data in politiek
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Identifying and targeting those
you want to influence
-Reinout Van Zandycke
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Segmenteren
= Onderscheiden van kiezers– Geografisch: woonplaats – Demografisch: leeftijd, geslacht – Psychografisch: attitudes, interesses, levensstijl
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“In the communication jungle out there, the only hope to score big is to be selective, to concentrate on narrow targets…”
Reis, A., And J. Trout. 1986. Positioning: the battle for your mind. New York: Warner.
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“The more specific the segmentation the
greater the opportunity for persuasion”
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MicrotargettingThe Future Of Political Campaigns
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Controversieel?
• Bunting, Luke (2015) "The Evolution of American Microtargeting: An Examination of Modern Political Messaging," Butler Journal of Undergraduate Research: Vol. 1, Article 2.
• Nickerson, D., & Rogers, T. (2014). Political Campaigns and Big Data. Journal of Economic Perspectives , 28, 51-74.
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WAT IS MICROTARGETTING?
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FILMPJE
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WAT IS MICROTARGETTING?
OUDE PRINCIPES + BIG
DATA
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BIG DATA
• Alle info die over jou te vinden is
• Niets is gratis!– Digitale TV– Spotify– Youtube– Facebook– Zalando– …
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Web 4.0
Aghaei, S., Nematbakhsh, M. A., & Farsani, H. K. (2012). Evolution of the world wide web: from web 1.0 to web 4.0. University of Isfahan, Isfahan, Iran, Computer Engineering Department. International Journal of Web & Semantic Technology.
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METAFOOR BIBLIOTHEEK
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OBAMA 2012DE DOORBRAAK
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FILMPJE
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“OBAMA WAS CHEATING”“WHAT CHANGED IN POLITICS?”
“ABSOLUTELY EVERYTHING”
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BEST PRACTICES
• APP• MICHELLE OBAMA• GEORGE CLOONEY
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APP
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Michelle Obama
78%
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George Clooney
• Dinner with Barack 3.000.000 $
• Dinner with Barack and George
12.000.000 $
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Wat met de data van Obama?“Het zou de grootste donatie ooit zijn”
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Wat met België?
• Meer geregulariseerd• Erg kostelijk• Kleiner publiek• Gat in de markt?
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Kritiek?
• Privacy? • Betere manipulatoren ipv betere leiders?
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VRAGEN?
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