“On the sixth floor of a sleek office building here [in Chicago], more than 150 techies are quietly peeling back the layers of your life. They know what you read and where you shop, what kind of work you do and who you count as friends. They also know who your mother voted for in the last election.” – Lois Romano, Politico via John Casaretto, SiliconANGLE
Data analytics has been key to 2012 presidential campaigns, as both President Barack Obama and Governor Mitt Romney teams have employed data mining techniques to find and understand voters to rally their support. According to Atigeo’s press release, the companies new websites, red2012blue.com and blue2012red.com, is now turning the tables, making big data tools available to voters. Atigeo’s xPatterns semantics search platform is used with red2012blue.com and blue2012red.com as it links to the candidates’ most prominent social media feeds to reveal insights into the candidates’ political positions.
When a probable voter visits red2012blue.com, they’ll see a home screen with the republican elephant icon on the left and democratic donkey icon on the right (the political icons appear on opposite sides on the other blue2012red.com website, making the display of information the only apparent difference between the two site). After a voter enters a search term, say “education,” for example, Atigeo’s xPatterns platform analyzes the candidates’ social media channels by assigning relevance scores, ultimately revealing related tweets, blogs and other articles in clusters. The information clusters made by and about each candidate appears below the respective democrat and republican headers. Users can then drag and drop the titles of the tweets and articles that most piqued their interests into the center of the screen so that xPatterns can find similarly related content. Atigeo staff suggest users will want to keep coming back as the platform becomes more precise over time: “Both linguistic and data agnostic, the xPatterns platform improves its analytical value through machine learning of user’s interaction with structured and unstructured data.”
Data dating back to January 1, 2012 is taken from the Democratic National Committee- Twitter, RSS feeds and Facebook page, Republican National Committee- Twitter and Facebook page, President Barack Obama- Twitter feed, RSS feed and Facebook page and Governor Mitt Romney- Twitter feed and Facebook page.
As industry leaders seek new ways to manage structured and unstructured data, quick analysis of unstructured data will prove extremely useful in light of how active users are on social media outlets, particularly concerning political issues. 140 million active Twitter users send 400 million tweets per day, while Google receives two million search queries per minute. Of Facebook’s 995 million users more than 27 million have “liked” President Barack Obama, while the Democratic Party has nearly 500,000 users that “like” their fan page; while the GOP has over 500,000 users that “like” their fan page and Governor Mitt Romney’s page has over 4 million users that have “liked” him.
Christopher Burgess, chief operating officer and chief security officer at Atigeo shares his take on the promise of the new sites. “Atigeo is thrilled to make xPatterns available to U.S. voters. The problem of linear search is not only felt by industry, but also by everyday people yearning for more information about the candidates running for public office…With red2012blue.com/blue2012red.com, Atigeo has put the power of big data analytics into the hands of every voter in an agnostic manner, without the additional input from the political pundits or analysts. With an intuitive user interface, voters can make more unforeseen connections and achieve deep clarity about President Obama’s and Governor Romney’s positions and sentiments on relevant issues.”