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Marketing firm scrapes voter data from EC website to let political parties micro-target

Modak Analytics, a Hyderabad-based web analytics company, claims to have created a "big data based Electoral data repository" after scraping information of 81.4 crore voters from Election Commission website. The company now plans to analyze this data to help parties or 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 to the Economic Times. A sample of the information is on its website (pdf ). For a constituency, Modak Analytics was able provide a caste-based split, the number or percentages of Muslim voters in a constituency, show a break-up in terms of age, and list constituencies with the most celebrities. The company claims it used in-house automation technologies…

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