The Department of Big Data, one of the big absentees from election campaigns


How many advisors claim to be  general campaign managers and do not have a Big Data department? That is a fundamental question when it comes to differentiating traditional and modern campaigns. Old politics vs new politics. 

There are many consolidated consultants in the political advisory sector that claim to be able to offer global political campaigns services. From the elaboration of the main strategy, the message and positioning strategy, audiovisual production or public relations. In short, a 360º campaign. However, this is not the reality of most political communication teams. Most of the time these teams are made up of a single person or few who ends up carrying out all the required functions. 

As if that were not enough, they forget the most important  one:  the Big Data Department that makes electoral campaigns more efficient. Having at your disposal a team of data scientists allows you to make objective decisions concerning the rest of the departments much more effectively and efficiently. 

How does the Data Department benefit the candidate’s image? 

The traditional response would be to commission a Focus Group or a Social Humor on the reactions and emotions aroused by the candidate. However, real-time analysis of the digital sphere allows us to skip these steps. Public opinion on the net values the candidates, values their personality, their traits, their behavior, their temperament, that is, everything. 

Through Big Data we can have a detailed analysis of everything concerning the image of the politician. Without going any further, Big Data can anticipate whether a candidate’s change of look is being well received among the public opinion. 

What competitive advantage does the Data Department have for the candidate’s message strategy?

The message and positioning strategy are probably two of the most important jobs of any political campaign. Nonetheless, without Big Data it is virtually impossible to have a message personalized enough to be effective. 

The geolocation of social concerns allows us to personalize our messages to the social micro-needs of each of the territories that compose the electoral market in which our department will operate.

Until now, the message strategy was outlined based on the manual analysis of the history of opinion polls in which the general concerns were reflected, but not the micro ones that are those that allow us to connect directly with our potential voter. In addition, relying on demoscopic studies to outline the message means a significant risk of adaptation. Since surveys are only conducted at specific times, it is virtually impossible to adapt your message to the changes that the public opinion is asking for. 

What added value does Artificial Intelligence bring to the Electoral Analysis Department? 

Studying electoral history in detail is impossible without data scientists. Analyzing the trends by microregion, the areas of focus, the territories that present the greatest voting borders, benchmarking studies… They are indispensable assessments that would require too much time if carried out manually. 

The advantage of having experts in data and statistics is that these studies are carried out in an automated way and in minutes. 

An unjustifiable absence 

If the Americanization of campaigns has taught us anything, it is that data is the true driver of winning strategies. Microsegmentation, the almost individualized personalization of messages and automated analysis allows us to increase the efficiency of our political action.