In no other time in history has information about individual preferences and collective choice been more readily accessible. This includes information about political preferences that, when taken as a whole, can be used for both analysis and analytics. Political analysis deals with using aggregate data to look at what shapes people’s political leanings. It looks at past data to identify trends that can then be used in forward-looking political data analytics to help predict future trends and performance.
The rise of social media and big data has led to an increase in the ability to not just identify what people want, but to also provide individuals numerous opportunities to influence public opinion and shape it politically. Using data analytics in the political arena is a powerful tool that can impact democratic countries where a majority or plurality of individual votes can determine the future of a nation