The document discusses the evolution of big data in politics, tracing its use from direct mail and phone campaigns in the 1970s and 80s to advanced microtargeting techniques utilized by political parties in recent elections. Key components of political data tools include voter files, data manipulation software, and voter models, which help target communications effectively. It also raises concerns about the implications of political data on democracy, questioning whether it enhances engagement or has a corrosive effect.

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.


7. Political Data: Essentials
Key concept: data = listening

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?

11. Thank You
Colin Delany
Epolitics.com
cpd@epolitics.com
@epolitics
+1 202 422 4682

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