In 2012, political advertisers were just beginning to understand the power of data to shape and predict election outcomes. In 2016, data analytics and digital campaigns are powering the current crop of candidates’ efforts to raise money and connect with voters.
Cambridge Analytica’s Director of Digital Molly Schweickert was one of four big political influencers on the panel for a forum titled “Big Data Will Choose the Next U.S. President” hosted by SWSX on Sunday, March 13. Other panelists included Bernie Sander’s master planner Keegan Goudiss, Jamie Bowers of National Media Research Planning and Placement, and Rocket Fuel’s Director of Political Strategy J.C. Medici.
Medici questioned how important data is in campaigning:
"I would imagine to some degree, no matter how much data you have, that you also have to have a good candidate,” Medici said, “so how much does that play to when you’re planning out a campaign. Are you leveraging data in certain ways as opposed to promoting your candidate? We saw the Trump campaign go negative against Rubio for instance.”
“Data cannot make a candidate, but it can amplify their best parts.”
- Molly Schweickert, Director of Digital, Cambridge Analytica
Big data analytics at CA can advance campaign strategy beyond just the average using our unique predictive models that identify prospective voters and donors to support a campaign.