Big Data Analytics and Transformation of Election Campaign in India

Abstract

Data consulting services to political campaign is a fast-developing area in Indian political scenario. Data driven political campaign has started in a big sense by the US Presidential election were the campaign managers of Barack Obama has used the big data for his election campaign. Since then election campaigns started to develop bigger data bases in many of the nations including India. It was in 2014 General election were BJP has relayed more on big data and the campaign managers to develop the political strategies to win the election. The sweeping victory of BJP in this election has opened new big doors to political marketing in India. It is the techniques of Big Data Analytics that help the campaign managers to analyses the bigger databases and come out with the most suitable strategies to win the votes. The techniques of such micro targeting political campaigns were unimaginable and alien to the biggest democracy of the world because of the highly diverse big population of this nation. This paper is a humble attempt to understand the significant nature Big Data Analytics in modern election campaigns in India.

Keywords: Election Campaigns, Big Data Analytics, Micro targeting, Digital Marketing