Modern campaigns develop databases of de.ed information about citizens to inform electoral strategy and to guide tactical efforts. Despite sensational reports about the value of individual consumer data, the most valuable information campaigns acquire comes from the behaviors and direct responses .Nickerson, D., Rogers, T. . Political Campaigns and Big Data. Journal of Economic Perspectives , , ..How does the collection and use of big data work in political campaigns? David W. Nickerson and Todd Rogers pull back the curtain and offer a glimpse of what’s been happening in “Political Campaigns and Big Data,” which appears in the Spring issue of the Journal of Economic Perspectives..This has led the political parties to ata savvy campaigns a compe.ive advantage. This has led the political parties to Political Campaigns and Big Data .
How President Obama’s campaign used big data to rally individual voters..Digital technologies have given rise to a new combination of big data and computational practices which allow for m.ive, latent data collection and sophisticated computational modeling, increasing the capacity of those with resources and access to use these tools to carry out highly effective, opaque and unaccountable campaigns of persuasion .