“The big cost of using big data in elections”

Michael McDonald, Peter Licari and Lia Merivaki in WaPo:

In modern campaigns, buzzwords like “microtargeting” and “big data” are often bandied about as essential to victory. These terms refer to the practice of analyzing (or “microtargeting”) millions of voter registration records (“big data”) to predict who will vote and for whom.

If you’ve ever gotten a message from a campaign, there’s a good chance you’ve been microtargeted. Serious campaigns use microtargeting to persuade voters through mailings, phone calls, knocking on doors, and — in our increasingly connected world — social media.

But the big data that fuels such efforts comes at a big price, which can create a serious barrier to entry for candidates and groups seeking to participate in elections — that is, if they are allowed to buy the data at all.

When we asked state election officials about prices and restrictions on who can use their voter registration files, we learned that the rules are unsettlingly arbitrary….

 

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