Thursday, May 30, 2013

Forecast: 2016 Election to See Social Data-Big Data Union

Social data drove the 2008 presidential election, big data drove the 2012 election, and the marriage of the two will determine the next President of the United States in 2016, predicts Gurbaksh Chahal, CEO of RadiumOne, in a Wired magazine blog article. So don't be surprised if spending for political campaigning climbs even higher than the record $6 billion spent on 2012 election ads across all media. Experts agree that Obama's 2012 win cemented the role of Big Data in campaigning, including get-out-the-vote efforts dominated by targeted messaging and digital behavioral tracking. Now big data has the opportunity to harness social media influence, mobile data and CRM databases for even greater power. New technologies, like hashtag targeting, custom ad re-targeting based on social interactions, mobile geolocation and CRM data can fuel 2016's ad campaigns and turn social sharing into paid media platforms, Chahal argues. With over 10 billion sharing events taking place each month over social media, there is definitely a wealth of new targeting information, if campaigns can figure how to efficiently sort through it. Social data feeding into big data strategies will change how political advertisers, all advertisers for that matter, approach marketing and will take targeting beyond simple impression and conversion metrics to an opportunity for a coordinated multi-channel, multi-touch approach across computers, mobile devices and tablets, concludes Chahal. And don't forget improved targeting of offline efforts like phone campaigns and direct mail, we would add. For more, see the article at

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