“No Winner In Debate Over Data Analytics and Traditional Polling,” by WPA Intelligence’s Chris Willson in Campaigns and Elections: “Polling can tell you what some of those issues are, but it can’t tell you with the same precision whom to target. That’s where data analytics comes in. Survey research and predictive analytics are complementary tools, not competitors. Traditional polls allow any campaign to make a few big decisions well. Predictive analytics tools allow them to make many small decisions well. When both tools are used to their fullest, a campaign maximizes its chances at victory.”
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