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12/30/2014

The Big Secret behind Narendra Modis win

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The Big Secret behind


Narendra Modis win

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Anewerainelectioneeringisherethatpromises
tochangethewayelectionsarefoughtfromhere
onout,analystssay.Grayhairedpolitical
strategistswhoreliedonhunchesandintuitionsto
gaugecomplexdemographicsofcaste,religion,
communityandlocalitiesareonthewayout.In
theirplacearequants,programmersanddata
scientists~TechEdge,aCNBCSpecialReport
quoted.
WhatUSPresident,Obamadidin2012elections,
BJPandCongressdidthesamein2014elections
inIndiabutonasmallerscale.Theelection
resultshavethoroughlyjustifiedthecontagious
slogandoingroundsformonthsAbkiBaarModi
Sarkar,thankstopreciseanalysis.Itisamazingto
seehowanalyticshascomeoutfromtheresearch
labs.Todayanalyticsisinstrumentalinmonitoring
realtimedata.
Votersemotions,reactions,sentimentsand
concernsvarywithstatesandconstituencies.Itis
thisdifferencethathasbeenscrutinizedandput
underamicroscopetoevaluatetherightmove.
ArvindGupta,themanbehindNarendraModis
3.67millionTwitterfollowersand12millionlikeson
FacebooksaysWehavedevelopedourown
customizeddigitaltoolsbasedonboth
commissionedandopensourcedatathatputsus
indirecttouchwithvoters.Withthesestrategies
http://www.venturesity.com/blog/the-big-secret-behind-narendra-modis-win

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12/30/2014

The Big Secret behind Narendra Modis win

coupledwithdigitaleventslikeChaipeCharcha
(TalkoverTea)helpedyoungvotersgetconnected
topoliticalleader.
Themostfrequentwayofusinganalyticsinpolitics
isbymergingtwosetsofdataavailableinpublic
domainthehistoricvotingpatternthatisnow
accessibleatallboothlevelinvariousstates,and
voterrollwhicharemadeavailableonlinebymany
stateelectioncommissions.Theharmoniousunion
ofthesetwosetsofdataallowscandidatesto
identifythepocketboroughsoftheirparty,the
boothsunlikelytoelectthemandtheonesthat
couldgoeitherway,ortheswingbooths(The
EconomicTimes).Thethoroughanalysisofthe
voterrollletsthemdecidewhethertoinvesttime
andeffortonaparticularindividualornot,andalso
howmuch!Thesurnamesareanalysed.This
coupledwithconventionalknowledgeabout
religionsandcastepropelsthisscienceto
determinewhichpartythevoterislikelytocasthis
voteincomparisontoothers.
TheDelhiwarroomofBJPtooktocolourcoded
voterrollstoeachcandidate.Basedonvarious
factorsalongwithlocalintelligence,colourslike
red,greenandyellowdeterminedtheprobabilityof
acandidatetocasthisvotefortheparty.Whenthe
votercomesfacetofacewithacandidate,a
psychologicalassessmentleadstodeterminingthe
colourcodeormaybeachangeinthecolour
code.Inreferencetothis,theITcellchiefArvind
GuptamentionsDatagivesyouthemost
dispassionateview,buthumanintelligenceis
alwaysmorereliablethansystemintelligence.
EditorsNote:Doyouwanttoknowwhattools
BJPusedinthiselection?Pingusandwewill
notjusttellyoubutwillalsoprovideyoua
thoroughtraininginBigDataAnalyticsandits
relatedtools
Themainaimwastoreachouttovoters.BJPtook
tooneofthemostadvancedtechniquesin
reachingouttothemass.Themomentyouvisita
BJPwebsite,acookie(asmallbitofsoftware)gets
plantedonyourcomputer.Thiscookienowsits
andkeepstrackingyourbrowsingpatterneven
afteryouhaveshutdownthewebsiteandmoved
ahead.Thisworksinsyncwithanalgorithmthat
buildsademographicprofileaccordingtoyour
browsingpattern.Forinstance,ifyoumoveoutof
theBJPwebsiteandvisitawebsiteforbikes
followedbyasearchonjobs,thealgorithmwill
http://www.venturesity.com/blog/the-big-secret-behind-narendra-modis-win

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12/30/2014

The Big Secret behind Narendra Modis win

maketheinferencethatyouareayoungmalefrom
aparticularconstituency,sayDelhi,whois
currentlyonajobhunt.Whathappensnextis
whenyouvisitajobsearchingportallike
Naukri.com,thissystempopsupacontextualad
foryoulikejobsinDelhi.TheBJPbannerwhich
isjustbelowtheresultswilltellyouThereareno
JobsinDelhi.Indiadeservesbetter.Thus,onthe
basisofyourdigitalprofilestoredontheBJP
servers,acustomizedmessageissentyourway
viasmsoremaileverytimecontactinformationand
digitalprofiletiestheknotinthebackend.

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Thepresentpoliticalscenarioremindslargelyof
theObamacampaignin2012withits
headquarterslocatedinChicago.Competingfor
theworldsmostpowerfuljobisnoteasy,anditis
evidentgiventheeleventhhourexecutionof
variouscampaigntactics.Theideaofconvincing
votersisold,butthetechniqueshaverefinedwith
years.Attemptingtoswingthefirsttimevoterscan
takeatollonthevotingresults,butObama
campaignjustgottheirmovesexactlyrightby
breakinggroundforelectioncyclestocomeby
applyinganadvancedformofpredictiveanalytics
thatpinpointsraregems:trulypersuadablevoters.
Thisisthenewmicrocosmicbattleground(The
RealStoryBehindObamasElectionVictoryby
EricSeigel).TheObamacampaigndefiedall
mythsaboutswingvotersandpredictedifevery
votercanbepersuadedviacampaigncontact.
Therawtruthofthiselectionisthatalmost100
millionnewyoungvotersgotaddedtoIndias
electorate.Thisgroupofvotersliveonline.Their
livesrevolvearoundsmartphones.AsR.Sukumar,
EditoratMintnewspaperquotesThiselectionis
aboutan[inspired],young,urbanizingand
educatedcitizenrywhoarehighonoptimism,have
tastedthefruitsofeconomicbuoyancy,arewired
bysmartphonesandinternetandareeagertoget
thingsrollingontheground.
Oncetheelectiondatausedtobescatteredand
impossibletobreakthrough.Withbigdata
analytics,nowrefiningthisdataandstrategizing
thenextcampaignmovehasbecomepossibleas
wellastheneedofthehour!The2014election
wheremorethan930,000pollingboothsand1.7
millionvotingmachineswereused,bigdata
analyticsplayedtheroleofacatalystindeciding
thevoteresults.Modiisperhapsoneofthemost
techsavvypoliticiansintheworldandcertainlythe
mostactiveinIndia,AmitSheth,Professor,Wright
http://www.venturesity.com/blog/the-big-secret-behind-narendra-modis-win

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12/30/2014

The Big Secret behind Narendra Modis win

StateUniversitysKnowledgeComputingCenter,
Ohio,opined.
Itcanbeneatlysummarized:
TheeraofbigdatainIndianpoliticshas
arrived~J.Ramachandra,CEOofGramener

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