Introduction

The idea of data-driven campaigning has gained increased prominence in public discourse. Journalists, policymakers, and scholars have played an important role in highlighting the potential threat posed by this activity. This chapter outlines the nature of current debate and argues that there is a need to reconsider the claim that parties are engaging in extensive, sophisticated, and concerning practice. Problematizing the dominance of the US case, and highlighting a lack of empirical insight, this chapter poses three questions that guide the remainder of the book: What is data-driven campaigning? How does data-driven campaigning practice vary? What explains different data-driven campaigning practices? Defining data-driven campaigning as comprising data, analytics, technology, and personnel, the chapter makes the case for an in-depth analysis of each of these components. Introducing an empirical focus on 18 parties in five countries, and the use of over 300 interviews, this chapter also outlines the structure of the book.