Big data can be used to create huge case files for voter profiles, and both the Democratic and Republican party use this information to focus on and appeal to the voters they need to win an election. Every day news reports and papers release updated lists of how each candidate is doing, and these numbers are not just pulled from thin air, this big data is recorded and complied through online surveys, spoken opinions, and actual votes. Each party must collect this information and use it to most efficiently boost their campaign. Recently the Democratic party has had the upper hand, embracing the transient nature of media more easily, leaving their republican counterparts far behind. However, the republicans have tried to catch up by implementing a new system titled Data Trust in 2011, this system was designed to find and target specific voters based on their voter profile. Questions have popped up regarding how the party gains this data, but the efficient use of campaign money that follows the utilization of this voter data solidifies its place of power and silences all inquiries about ethics.
Big Data, Elections and the Law – Does Big Data Matter in Elections?
(Caitlin Dawkins)
therepublicanparty 
The 2016 presidential election will be a big test to see how the republican party will improve their use of big data. Because of this being the media age, each presidential candidate should take full advantage of that and use it to boost their reputation and their ideas heading into the election.
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With the advances in technology becoming so rapid, it will be very difficult for the republican party to have a successful campaign for any candidates without better adaptation to the use of big data in campaigns
Monica Dorman
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