The Election Polls That Matter - The New York Times:
"The best campaigns don’t bother with national polls — I’ve come to hate public polling, period. In the 2012 race we focused on a “golden report,” which included 62,000 simulations to determine Mr. Obama’s chances of winning battleground states. It included state tracking polls and nightly calls from volunteers, but no national tracking polls
... “Big data” is a buzzword, but that concept is outdated. Campaigns have entered the era of “little data.” Huge data sets are often less helpful in understanding an electorate than one or two key data points — for instance, what issue is most important to a particular undecided voter.
With “little data,” campaigns can have direct, highly personalized conversations with voters both on- and offline, like an ad on a voter’s Facebook page addressing an issue the voter is passionate about. In 2016, we see that online political engagement rates (especially for young voters) are at a historic high.
This is why campaigns no longer pay much attention to public polls, which often use conversations with just a few hundred people to make predictions about the entire electorate. Getting a truly representative sample has become ever more difficult because of the growing percentage of households with only cellphones, the number of voters who prefer to speak a language other than English, and the difficulty in contacting younger voters, who generally don’t have landlines.
Smart campaigns can use “little data” to solve these problems. They look at public data sets that list each registered voter’s name, address, party registration and election participation history. By analyzing these voter files, they develop an accurate idea of the makeup of the electorate.."
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