Opinion

Will data decide the next Prime Minister?

The 2012 US presidential election has laid the groundwork for data to lead the charge in the 2013 Australian federal election, but will the parties use it or lose it asks Richard McLaren.

The early election call from Prime Minister Julia Gillard has, unsurprisingly, already sparked much debate in our industry. Just how the two parties will plan and strategise for the many months of fierce campaigning ahead is yet to be seen, but in today’s online-driven world, the battle could be won or lost on the digital playing field.

With Barack Obama inaugurated for his second term as US President just last month – on the back of a campaign that many commentators say was defined by the smart use of digital media and sophisticated data targeting – it’s clear we’re entering a new era of political campaigning.

More than 16 million Australians are now online, with digital and social media consumption at an all-time high. This provides an untapped opportunity for political parties to reach out to potential voters in a more targeted, personal way. If the Government and the Coalition can leverage this power of digital advertising, they will be able to start a new type of conversation with the electorate this year.

Here’s how data could help win the election: 

Insight on the issues that matter

The power that today’s marketers and campaigners have to analyse and interpret data means competing parties will be able to learn much more about the electorate, validating their advertising campaign decisions and targeting both message and policy.

Data monitoring and insights also mean campaign managers can easily identify the key issues that may resonate and sway swing voters. Underpinned by this new level of data intelligence, tailored messages can be delivered to the right demographic, at the right time, through precise targeting.

Evolving the campaign message

The long run-in to the election also gives parties an opportunity to take advantage of strategies such as continuous insight looping. In proving that digital campaign tactics are working, while also garnering real-time feedback, campaigners will be able to make more informed decisions faster, as their digital strategies and investments evolve on the road to election day.

Technology versus politics

The 2012 US presidential election demonstrated that data clearly has the potential to lend a hand in election victory. Obama’s digital campaign – codenamed Narwhal – used some of the most sophisticated campaign technology ever created – including an infrastructure underpinned by agile development and the cloud, that used the power of data like never before in the political spectrum. If the Australian political giants can tap into the potential of technology, it will inevitably play a role in influencing voters through more sophisticated campaigning.

The social campaign trail

One thing for sure is that this election will be a social one. The use of social media by the PM, Tony Abbott and their ministers is set to be a fiercely contested arena. In an age where the vast majority of the Australian voting population has embraced digital, campaign managers should be adapting their message and their channels to communicate.

It is already being predicted that during the latter stages of the election, the real campaign ground could be social media, putting branded content, mobile, infographics and video front and centre.

It will be interesting to see if the digital divide between traditional campaigning and socially driven political canvassing lessens in the months to come. If the Government or Coalition is willing to get smart and harness the power of data, we are sure to see a ripple effect at the polls. Ultimately, the party that gets it right when it comes to digital could be picking off voters one by one from now until September 14.

Digital clearly has the potential to make a huge impact; the question is, which party will act first?

Richard McLaren is the managing director, data and services, of Mi9

 

This feature first appeared in the tablet edition of Encore. To download click on the links below.

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