Will data decide the next Prime Minister?

The 2012 US presidential election has laid the groundwork for data to lead the charge in the 2013 Australian federal election, but will the parties use it or lose it asks Richard McLaren.

The early election call from Prime Minister Julia Gillard has, unsurprisingly, already sparked much debate in our industry. Just how the two parties will plan and strategise for the many months of fierce campaigning ahead is yet to be seen, but in today’s online-driven world, the battle could be won or lost on the digital playing field.

With Barack Obama inaugurated for his second term as US President just last month – on the back of a campaign that many commentators say was defined by the smart use of digital media and sophisticated data targeting – it’s clear we’re entering a new era of political campaigning.

More than 16 million Australians are now online, with digital and social media consumption at an all-time high. This provides an untapped opportunity for political parties to reach out to potential voters in a more targeted, personal way. If the Government and the Coalition can leverage this power of digital advertising, they will be able to start a new type of conversation with the electorate this year.