Data and Analytics in Lok Sabha Elections 2019

Big data tools have become a hot favourite for political parties as leveraging them can lead to an increase in voter turnout and swing the elections in their favour. It is a known fact that INC Party President is banking on the party’s data analytics department to analyze vote share, seats and shifting voting patterns from 2009 to strategize against the current ruling party — Bharatiya Janata Party (BJP) in the 2019 elections.  

As per a recent research paper on the use of data in Indian elections, the trend of using data-driven techniques is growing and surpassing traditional electioneering techniques in India. While the 2014 election was a prime example of using data-driven techniques to create an effective digital interface and interaction across India and in real time, the technology is making more space in the upcoming elections.

For new insights such as census data, GIS data, and other sources of demographic and socio-economic data, traditional electoral data can now be combined and merged with other types of data. Hyderabad based data analytics start-up Modak Analytics has built India’s first big data based electoral data repository of 81.4 crore voters. It developed Rapid Extraction, Transformation and Loading (RapidETL), the transliteration of Indian languages for all Indian states except Orissa. This helped in processing unstructured data while the fuzzy logic technique was used to match based on Indian names, address, villages.

It is estimated there will be 258.27 million social network users in India in 2019, which is an increase of close to 168 million in 2016, according to a market research firm. Praveen Chakravarty, head of the Congress data analytics department has taken several initiatives to get all the party workers on a common digital platform, according to a TOI report. Reportedly, he has also shared how his party will rely on public data mostly and private data with consent.

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