Big Data Takes Center Stage In The 2012 Presidential Election

For campaigns, the key to successfully using big data is to make it small, says John Aristotle Phillips, CEO of leading political data provider Aristotle. "The perception is that big data means massive broadcasting of political messages, but in fact it’s exactly the opposite," he says. "Big data enables very precise narrowcasting of messages to target individual voters. That also enables one-one-one communication, and you’re more likely to get a response from a targeted voter."

Dave Einstein

Full Story: http://www.forbes.com/sites/netapp/2012/08/29/big-data-takes-center-stage-in-the-2012-presidential-election/