How is Data Analytics used in Politics?

What is Data Analytics?

The field of data analytics is the set of techniques used to analyze raw data (unprocessed data) in order to extract relevant information, trends, and insights. This process includes collecting data, organizing it, and storing it, then performing statistical analysis on the data. Once the information is collected, conclusions can be drawn from it, which can be presented visually to both those working within an organization as well as to external stakeholders, who then apply it to problem-solving, business processing, decision-making, and predictions that inform what a company’s next steps should be. This process relies on disciplines like mathematics, statistics, and computer programming.

This article will explore the various ways data analytics can be applied to the field of politics.

How is Data Analytics Used in Politics?

In the U.S., both the Republicans and Democrats use data firms to gather large databases of voter files. These files offer a collection of information from various sources that helps to present a picture of where over 200 million voting-age Americans stand on political issues, as well as their thoughts on a specific candidate. This information is crucial for a political campaign, as it sheds insight on how outreach efforts can be better targeted, as well as how potential voters may respond to these efforts.

As more Americans gather information online and from social media, political analytics will continue to play a vital role in campaigns and election efforts. The following are some of the main ways data analytics can be applied to the political sector:

• Analyzing electoral data to understand voter sentiment. An important factor in any election is voter sentiment. Those who can anticipate and predict voter behavior have a powerful tool that can set them apart from other candidates. However, many variables influence and inform voter sentiment. If a party wishes to learn more about the sentiment of voters, they must collect data from many sources, such as the Census, third-party platforms, and social media. Artificial intelligence provides a helpful way to process large stores of behavioral data and shed light on how voters are reacting to timely issues, such as healthcare, racism, and immigration. Once this information is gathered, the campaign can use it to create messages that pinpoint a specific demographic.

• Performing social media sentiment analysis. Many people take to social media before a presidential election to express their political opinions. By applying advanced analytics to engagement metrics such as political discussion on social media websites or popular hashtags, candidates can receive real-time updates on fluctuations in voter sentiment. Sentiment analysis helps a candidate understand how voters are receiving political messages.

• Optimizing digital ad strategies. Unlike in the past, when traditional print or television advertising were the primary ways to connect with voters, digital advertising channels now provide candidates with a way to personalize their ads to specific voters. Political parties utilize artificial intelligence to autonomously process, monitor, and study streaming ad data on various social media channels, like Instagram or Facebook. When metrics such as click-through rates for ads and impressions are monitored, a party can better devote its advertising budget to target more supporters based on location, age, or other factors. It is also possible to provide social media users with variations on digital ads, such as ads specifically geared toward reaching Black voters or women.

• Reaching out to floating voters. A deciding factor in a close election can be the floating voters, who do not decide until the last minute which candidate they will vote for. With the help of machine learning algorithms, it’s possible to microtarget ad campaigns to specifically connect with undecided voters. In addition, with the help of data on undecided voters, it’s possible for a candidate to devote extra efforts to states and counties where more campaigning focus is necessary. In the 2020 election, battleground states such as Pennsylvania, Wisconsin, and Arizona were targeted specifically with ads for undecided voters.

• Improving predictive models. Political data firms can purchase data from companies that include personal voter information pertaining to income level, purchasing patterns, race, ethnicity, and real estate property records. This information is then used to formulate a predictive model that can shed light on how many voters change positions based on campaign efforts, as well as how voters perceive topics such as gun control or same-sex marriage.

Data Analytic Careers in Politics

There are currently many high-paying jobs for Data Analysts and Data Scientists who wish to work in the political sector. The following are several jobs that specifically seek out those with data analytic training:

• Political tech startups work to find solutions to the various problems involved with campaigning. By providing software as a service, these startups can help a campaign with many endeavors, such as voter outreach or event organization.

• Political advocacy groups are generally interested in eliciting interest in a particular candidate, or a category of candidates who are committed to supporting a cause or issue, such as environmental protection. Data Analysts help these groups to offer insights from data pertaining to specific voting preferences.

• Civil rights organizations tend to be non-partisan and devote their efforts to political topics such as voter enfranchisement or registration. Data Analysts aid these organizations with efforts such as analyzing data pertaining to unregistered voters or gerrymandering.

• Consulting companies invest heavily in research endeavors. They hire Data Scientists to create algorithms to find insights into particular political groups or movements. Many consulting companies are for-profit organizations and can offer high salaries to qualified Data Analysts and Data Scientists.

The world of politics is in a state of transformation as more politicians find ways to leverage political data, both for the common good and for the good of their specific campaign. More than ever, voters have a public voice in politics by posting on social media and other online platforms. As more methods for gathering political data are incorporated into the election process, the landscape of politics will likely continue to change, and those who have the tools to understand this data will have more power to continue to affect this change.

Hands-On Data Analytics Classes

Are you interested in learning more about data analytics? If so, Noble Desktop’s data analytics classes are a great starting point. Courses are currently available in topics such as Excel, Python, and data analytics, among others skills necessary for analyzing data. In addition, more than 130 live online data analytics courses are also available from top providers. Courses range from three hours to six months and cost from $219 to $60,229.

Those who are committed to learning in an intensive educational environment may also consider enrolling in a data analytics or data science bootcamp. These rigorous courses are taught by industry experts and provide timely instruction on how to handle large sets of data. Over 90 bootcamp options are available for beginners, intermediate, and advanced students looking to master skills and topics like data analytics, data visualization, data science, and Python, among others.

For those searching for a data analytics class nearby, Noble’s data analytics Classes Near Me tool provides an easy way to locate and browse the 400 or so data analytics classes currently offered in the in-person and live online formats. Course lengths vary from three hours to 36 weeks and cost $119-$60,229.