In 2008 the Barack Obama campaign revolutionised grass roots campaigning using the power of social media tools for supporter engagement, a feat that would be repeated again in 2012. In 2016, the Trump campaign was highly active on Facebook in particular. During that same election cycle, external nation-state actors were accused of engaging in a data-driven, social media focused misinformation campaign to further fuel division in the American electorate. That same year, across the Atlantic, the ultimately successful Voter Leave campaign was building a new data-driven voter analytics system with which to bolster the Leave campaign during the EU Membership - aka Brexit - Referendum. In 2018, it was exposed that Cambridge Analytica, one of the many data and digital strategy consultants working with political campaigns, had collected millions of Facebook users' data for political ad targeting. Since then, the role of social media, data and digital influence campaigns in election processes across the world have been under a close spotlight by regulators, civil society organisations, election monitors and tech companies themselves. During this time, Tactical Tech's Data &#x26; Politics research team and its international partners have been tracking commonly used digital and data-driven tools within digital election campaigning and how these are deployed in different political contexts across the globe.

Welcome to The Influence Industry Project

<ColouredLink href="/en/learn" theme="learn">Learn</ColouredLink> about, <ColouredLink href="/en/explorer/" theme="explore">explore</ColouredLink> research, and discover <ColouredLink href="/en/resources" theme="resources">resources</ColouredLink> on the industry using our personal data <TextIcon>data</TextIcon> to influence citizens <TextIcon>citizens</TextIcon> in political campaigns <TextIcon>campaign</TextIcon>.
Across the world, data on citizens <TextIcon>voters</TextIcon> is being collected, traded and utilised to influence their political views <TextIcon>influence</TextIcon>. Despite increased attention in recent years, it is still difficult to access information about the industry actors or the technologies that they use to sway citizens' political views <TextIcon>data_traces</TextIcon>. <ColouredLink href="/en/project/about/" theme="project">Our project</ColouredLink> aims to increase accessibility and understanding to strengthen civic capacity <TextIcon>capacity</TextIcon> to engage with politics.

The Influence Industry Project provides resources and guides about
the who, what, where and how personal data is used by political actors to
influence voters in political campaigns.

The Influence Industry Project provides learnings, resources
and guides to the who, what and how of the use of personal data on voters is
used in efforts to understand, engage and influence citizens in political
campaigns.

Highlights

The Influence Industry Project

In order to help address this digital knowledge divide, Tactical Tech's Data &#x26; Politics is launching The Influence Industry Project: an intersection of research, learning and exploration of the Influence Industry of professional digital political campaigners, the data-driven tools in its arsenal and the global contexts where it operates. The project provides long-form resources and structured learning modules addressing fundamental questions about the influence industry and soon will also provide a window to explore the industry using a combination of verified data sources and research.
In 2008, Barack Obama's Presidential campaign revolutionised grassroots campaigning using the power of digital social media tools for supporter engagement. In 2016, Donald Trump's Presidential campaign made use of a host of new data-driven campaign tactics and was highly active on Facebook in particular. That same year, across the Atlantic, the ultimately successful Vote Leave campaign was building a new data-driven voter analytics system to bolster the Leave campaign during the Brexit Referendum. In 2018, Cambridge Analytica was exposed for having collected millions of Facebook users' data for political ad targeting. 
The role of social media, data and digital influence campaigns in election processes across the world is under scrutiny by regulators, civil society organisations, election monitors and tech companies themselves. During this time, Tactical Tech's Data &#x26; Politics research team and its international partners have been tracking commonly used digital and data-driven tools within digital election campaigning and how these are deployed in different political contexts. 
Despite the topic of digital political campaigning being in the public eye, the discussion and questions remain largely surface-level. The conversations revolve around the role of Facebook and focus on digital political ads as a product. The conversation needs to become more nuanced and broader: what does it mean for political cohesion and democratic principles that an industry with countless actors specialising in adapting the tools of digital marketing, commerce, fundraising and brand-building to political communication are mediating political campaigns, largely without transparency? 
Understanding the details of digital tools, data analytics and online digital strategies for voter segmentation, targeting and outreach is essential in order to understand how current democratic processes work. Expanding insights into the influence industry and how their practices are applied outside of a few cases covered by the media which are mostly in the US or Europe is essential to get a fuller grasp of how they operate and what the future might hold.

The Influence Industry Project: an intersection of research,
learning and exploration of the Influence Industry of professional digital
political campaigners, the data-driven tools in its arsenal and the global
contexts of where it operates. The project provides long-form resources,
structured learning modules addressing fundamental questions about the
Influence Industry and soon will also provide a window to explore the Industry
using a combination of verified data-sources and research by the Data &
Politics team.