I think it just seems like common sense that Big Data would certainly aid in campaigning efforts. If anything, I would think they would be one of the first to embrace the change, but the challenge would be filtering through which data sources are the best for what they are seeking to accomplish. There is so much data available, it would a nuisance to spend the time and money on accumulating data if it does not serve a relevant purpose, i.e, having your candidate elected. I think the best way it can be used is to analysis who votes how and why.
Certainly data on a person’s prior voting practices and economic station in life would be important when it comes to political campaigns. Also, knowing who is politically active in a community and how they contribute to political causes would be other key points on which to gather data. I also think it would be important and beneficial to collect data on local concerns. If you have an idea of what truly impacts a community that will help determine how that person or persons will vote.
I don’t think it has been probably used enough and like the readings pointed out, the statistics often used over the last 10 years have been lacking. I think politicians really need to get on board and embrace this practice. I think it would be exceptionally rewarding for them and could target all their efforts. Also, I think it is the wave of the future.