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

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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&apos;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 &amp; 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

Název v anglickém jazyce

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

Popis výsledku anglicky

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&apos;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 &amp; 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

Druh

C - Kapitola v odborné knize

CEP obor

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OECD FORD obor

50802 - Media and socio-cultural communication

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2025

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název knihy nebo sborníku

The Sage Handbook of Political Marketing

ISBN

978-1-5296-0970-7

Počet stran výsledku

21

Strana od-do

280-300

Počet stran knihy

704

Název nakladatele

SAGE Publications Ltd

Místo vydání

Thousand Oaks

Kód UT WoS kapitoly

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