Digitization, and in particular the use of social networks, creates new opportunities and challenges for the management of political campaigns. Campaign managers now have additional communication tools and channels at their disposal to interact with their previous voters and to address new groups of voters. This results in a dynamic model with different reference points to both the online and offline world. But with new opportunities come new challenges. In order to increase campaign efficiency or to control the effectiveness of the channels and content used, campaign managers now have to understand the dynamic and complex relationships between the various channels and media in order to ensure an efficient allocation of their funds.
KÜBLER, R. et MANKE, K. (2023). Data Driven Campaigning: Wie Einfluss messbar gemacht werden kann und wie wir damit effizientere Kampagnen gestalten können. Dans: Martin Fuchs, Martin Motzkau eds. Digitaler Wahlkampf. 1st ed. Wiesbaden: Springer, pp. 121-144.