After Barack Obama's overwhelming victory in the US presidential re-election, data has become the holy grail of electoral campaigning. Candidates have always known that it’s necessary to have in-depth (even to the extent of private) details of their voters but text mining and data processing tools have shown a new light to these age-old approaches.
The techniques might change but the objective of election campaigns is always the same: to understand each block in the constituency so that they can be effectively targeted with customized messages and campaign actions. Those days are gone when voters’ details were to be found in piles of paper records. Political parties now rely on data mining techniques. Thanks to the new-age political marketing experts, they are able to compile and analyze public information such as each polling-station’s voting history, sociological data and constituency mapping. Candidates are thus able to save a lot of time which they can use to arbitrate the direction of their campaign: whether they should convince the undecided voters or try appealing the non-voters or what message and which means of communication should they use for maximum appeal.
The commonly used software for political marketing is ‘Super CRM’. It compiles the voter information that’s collected offline via field operations and online via candidates’ websites, thus from the public socio-demographic data. This helps define the groups of voters and facilitates reaching them door-to-door, through mails and through events. In France, it was Ségolène Royal’s 2007 campaign that started an online dialogue with voters through her site Desirs d’avenir. Ten years later, candidate Emmanuel Macron based his entire campaign ‘En Marche!’ on data collection and analysis from the verbatim accounts of 100,000 conversations and 250,000 questionnaires, which is like processing 1.5 million words. The themes derived from the field operations were then analyzed and the responses were noted down.
Which campaigning technique has the best ROI? Alan Gerber and Donald Green are authors of the book ‘Get out the vote!’ which is the reference text for everyone in political marketing. These two researchers have shown that door-to-door canvassing gets the best conversion rate for undecided voters, which is 1/14, against 1/38 by phone calls and 1/100,000 by mails. This requires being perfectly acquainted with the territory, both demographically and cartographically. This was the second key step in En Marche’s strategy. The activists had advanced knowledge of each block and while door to door canvassing, they customized their messages according to the different categories of voters residing there. This is an approach that should be used for commercial sectors and maybe on a smaller scale, even for buildings.
Insurance sector suffers from lack of image. This market has a captive clientele (since they are legally obliged to continue paying after having purchased an insurance) that in return feels that they have to pay too much and that too […]
How do 18-35 year olds eat? In 2017, Kingcom did a study on the eating habits of millennials. This study revealed that 18-34 year olds are changing the social dimension of food with their massive use of internet during all […]
The contribution of big data in marketing will first translate into improved marketing tools and strategies. Personas are a thing of traditional marketing toolbox. These ‘robot portraits’ personify the customers and the kind of people a company is targeting and […]
When surfing on computer or smartphone, a user can leave a lot of personal information (digital footprint) such as age, gender, profession and most importantly, his current location. Information about user’s location can be transmitted even without his or her […]
Space industry has been growing strongly after the success of SpaceX. According to a report by the Tauri Group, in 2015, the total amount invested by venture capitalists in space deals rose to $ 1.8 billion, which was 70% more […]
As Josselin Perrus of Linkurious interviewed by Science & future said: “The brain processes the image 60 000 times faster than a text”. We understand the interest of the graphic representation to understand complex information. To visualize mega-data a picture […]
The consulting firm Roland Berger pulls up a table of the uses of digital technology in a report coproduced with Google, which nuance these enthusiastic findings. Indeed French people like e-shops: they buy online, via their computer, and with a […]
In France, the project of modernization of the public life is already bearing its fruits: steps like asking a birth certificate, report its income or consult the land registry are accessible online and adopted by many French people. This ease […]
Big data and Eco-Renovation: The combination is overdue The eco-renovation is to renovate the houses by improving their isolation and their ventilation and heating/cooling system. The benefits of the eco-renovation are convincing: more comfort for the occupants, reduced bills and […]
What are consumers waiting for to start reducing their energy bill? Maroš Šefčovič, vice-president of the Commission at the head of the energy Union in February 2017 declared that “the heating and cooling represent 40% of the consumption of […]
In January 2017, the crop protection products efficiency certificates plan was adopted by French parliamentarians. It is similar to the efficiency certificates introduced in the sector of construction/renovation in 2005. The certificates make incentives for efficiency plans implemented by distributors […]
We are witnessing the beginning of a revolutionary era in the field of automobile design. Today, more and more data is being integrated into cars to assist drivers. Tomorrow, it is this data that will induce new transport usages. Recently, […]