How Big Data + Social Data Will Determine the Next President - Gurbaksh Chahal - Voices - AllThingsD

Also see Data You Can Believe In (NYT)

"Social data is fundamentally changing how advertisers approach the art of marketing. Now, we can track pretty much anything online — our campaign decisions are influenced by factors that extend far beyond the impression and conversion metrics that permeated the ad industry just five years ago. This data-centric shift in advertising has enabled political parties to hone campaign approaches toward predicting outcomes and undeniably, it is this elegant blend of social data, big data, and targeting that will determine the 2016 Commander-In-Chief."

How Big Data + Social Data Will Determine the Next President - Gurbaksh Chahal - Voices - AllThingsD