In the last decade or so, most of the decisions by communication strategists, agencies and PR practitioners are based on “folk theories”. It means theories that have been developed, tested and refined over time by practitioners about what works and what doesn’t, without much empirical evidence to validate the effectiveness of the campaign outcome and the rationale behind the campaign design.
In this article, I will share a bit more how we have adopted social data with other data sources to predict an election outcome in a small constituency in Malaysia with 97% accuracy.
Before we answer that, let us share some facts on the internet and mobile landscape in Malaysia. We are a proud nation of 120% mobile users with more than 17 million smart phone users.
In the last decade or so, most of the decisions by communication strategists, agencies and PR practitioners are based on “folk theories”. It means theories that have been developed, tested and refined over time by practitioners about what works and what doesn’t, without much empirical evidence to validate the effectiveness of the campaign outcome and the rationale behind the campaign design.
In this article, I will share a bit more how we have adopted social data with other data sources to predict an election outcome in a small constituency in Malaysia with 97% accuracy.
Before we answer that, let us share some facts on the internet and mobile landscape in Malaysia. We are a proud nation of 120% mobile users with more than 17 million smart phone users.