It's a fitting title for 2012—the year of big data. Massive data sets integrate information from multiple sources, sometimes produced with mining techniques and presented on mashup applications. They show a personalized picture of the voter, drawing in information from the political, commercial and even cultural spheres.
Big data figured prominently in the 2012 campaign. But this year might deserve the tag for another reason: everyone is talking about it.
The buzz around big data in campaign circles implies that it is at a minimum a key component of a winning strategy. Rich, detailed information about vast numbers of voters seems to lend itself to effective campaign decision making, especially in tasks that involve targeting.
Time will tell whether election outcomes have truly turned or will turn on big data. However, it's not too soon to give some serious thought to who might be situated well to win, and to lose, in this new world.