Data-driven campaigning has become a feature of political campaigns around the world. There is growing evidence that political campaigners at the elite and grassroots level believe that data matters for electoral success. This belief is having important consequences for the way that political campaigns are being performed. However, in practice, data-driven campaigning does not take a single form and there are very different practices in the way data is being used. These variations matter because they have different democratic implications. Whilst some uses of data may be viewed as permissible, others can raise democratic concerns. This article casts light on a diversity of different data-driven practices evident in campaigns by offering a theoretical account of the different ways in which data can be used. Discussing three factors that characterise the activities of political campaigners, this article demonstrates variations in who is using data in campaigns, what the sources of campaign data are, and how data informs communication. Reviewing the landscape of data-driven campaigning within political parties, and drawing extensive analysis of the UK case, this article presents categories that can be used to map campaign practice and identify activities to which regulators may wish to respond.

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实践中以数据为导向的政治运动：理解和规范各种以数据为依据的运动

数据驱动的竞选活动已成为世界范围内政治运动的特征。越来越多的证据表明，精英和基层的政治活动家认为，数据对选举成功至关重要。这种信念对进行政治运动的方式具有重要的影响。但是，在实践中，数据驱动的竞选活动并非采用单一形式，并且在使用数据的方式上存在非常不同的实践。这些变化很重要，因为它们具有不同的民主含义。尽管某些数据用途可能被视为允许，但其他用途可能引起民主关注。本文通过提供有关数据使用方式不同的理论解释，阐明了竞选活动中显而易见的各种不同的数据驱动实践。在讨论政治竞选人活动的三个因素时，本文演示了谁在竞选活动中使用数据，竞选活动数据的来源是什么以及数据如何为交流提供了信息。回顾政党内部以数据为依据的竞选活动的情况，并对英国的案例进行广泛的分析，本文介绍了可用于描绘竞选活动并确定监管机构可能希望响应的活动的类别。