“We have entered the era of the individualized campaign. Data analytics allows large reams of data to influence how we reach the individual voter. This development doesn’t make polling obsolete, it just means it’s not omnipotent. Not everyone agrees with this approach. In fact, we’re see a reinvigorated debate over polling and analytics taking place among top practitioners. It breaks down roughly like this, is it better to rely the emerging field of “big data” and predictive analytics, or fallback more established data solutions such as survey research?”

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