Politicians are using data mining as a way to reach the right people when it comes to getting the platform of their campaign across to the public. The era of politicians using just the television to get through to the public is practically over. I can't recall the last time I watched an ad on television. It feels as though everything is on the internet.
"The promise and beauty of it is that it's highly measurable -- it's easy to collect data and see what's resonating and not resonating with voters." said Adam Berk president of the digital retargeting company AdRoll. This quote is his way of explaining the benefits politicians are receiving by using data mining as away to get through to voters. This process of collecting data to know what websites a person visits, what search engines they use, and where they shop allows the data mining compaines create ads that relate to these individuals.
In an article for Fox News by the Associated Press titled "Presidential campaigns Mine Online Data to Target Voters" it explains why politicians are collecting online data to reach voters. Politicians that push an online presence do this because it's a cheaper way to access the public and because they are reaching people that are likely to vote for them. They are able to send more relatable ads to voters instead of having a broad television ad.
Data mining won't just allow politicians to know what emails to send and to whom. It will also allow politicians to know when and where to set up a speech. Data mining will allow politicians to have a demographic of which voters will respond using email or Twitter when it comes to a poll question.In an article titled "Vote for me: How Data will Change the 2012 Election" by reporter Stacey Higginbotham it explains what data mining will do for the 2012 presidency election and also how the use of data mining will affect elections to come. For example research groups are working on creating mobile apps that will change the way polling is done.
Overall I think Data mining allows a politician to understand their voters without knowing then personally. It's a way for them to reach the public without physically being around. It makes it easier for the public to have access to a politician also because they no longer have to wait for an ad to run on television or for the a news anchor to speak on a politicians platform. A voter can easily access a politician through the internet whether its on their personal website, Twitter, or Facebook.