Modak Analytics building Electoral Data Repository system

Modak Analytics, a city-based data analytics start-up, today said it is building India's first Big Data-based Electoral Data Repository system.
It said its team has made an innovation by applying Big Data analytics for the first time on such a massive scale to the politics.
Data Analytics helps (parties/candidates) raise funds, design a tailored communication to target a select few voters, rework advertisements and create detailed models for voter engagement in battleground states as well as in gender and voter clusters to increase the power of micro-targeted strategy, the company said in a statement.
Milind Chitgupakar, Chief Analytics Officer of Modak Analytics, said the exercise (creation of repository) is massive, involving 81.4 crore voters in India, the largest number in the world.

"Obama's 2008 campaign brought the use of Social Media and 2012 (campaign) the use of Big Data to forefront. 2014 Indian elections have gone one step further and used both Social Media and Big Data....The just-concluded elections registered two irreversible trends... A very large young voter base and advances in technology," Chitgupakar said.