US political analysts believe that 2012 Republican presidential candidate Mitt Romney lost the ground to Barack Obama because of big data analytics, using which the Obama camp ran the campaign like a local ward election. Interests of individual voters were known — and addressed — and a winning coalition was apparently assembled vote by vote.
And thus was born the belief that elections everywhere would soon be affiliated with the slicing and dicing of big data. Analytics companies are certainly going to play bigger roles in elections. Social networks are gold mines of such data. In this context, the ongoing uproar about the security of private data is quite anticipated. Cambridge Analytica reportedly gained access to the data of more than 50 million Facebook users, which was then ‘misused’ for political advertisements during.
Author: Atanu Biswas