Use of Analytics in Political Marketing: Data-Driven Campaigns, Theory and Examples

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11230%2F25%3A10498757" target="_blank" >RIV/00216208:11230/25:10498757 - isvavai.cz</a>
Result on the web
<a href="https://uk.sagepub.com/en-gb/eur/the-sage-handbook-of-political-marketing/book283332" target="_blank" >https://uk.sagepub.com/en-gb/eur/the-sage-handbook-of-political-marketing/book283332</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Use of Analytics in Political Marketing: Data-Driven Campaigns, Theory and Examples
Original language description
The main goal of this chapter is to investigate the importance of data in the modern era of campaigning. Political campaigns always have a speci c objectiveand are usually conducted within a particular time frame (see Brady et al., 2006). However, depending on the main objectives and context (and the party's goals), the activities may differ, and not every political campaign isconducted similarly. Through the decades, the focus shifted from electoral posters and billboard slogans to data-driven campaigns (Rommele & Gibson, 2020). Parties and candidates use data to build pro les of potential voters and target their outreach in the same way enterprises use business intelligence tools to personalize marketing efforts. Data analytics is gaining particular importance as a valuable source of information about the political environment, voters, topics and opponents- polls and other data collections back up the overall electoral strategy. Some authors discuss data-driven
Czech name
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Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2025
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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