Political campaigns increasingly use data to (micro)target voters with tailored messages. In doing so, campaigns raise concerns about privacy and the quality of the public discourse. Extending existing research to a European context, we propose and test a model for understanding how different contextual factors hinder or facilitate data-driven capabilities of campaigns. We applied the model during the 2017 national election campaign in the Netherlands. The results show how data-driven targeting techniques are not only useful in a first-past-the-post system, but also in a proportional representation system, which at first sight seems to be less suitable for such techniques.

中文翻译：

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两箱啤酒和40个披萨：采用创新的政治行为定位技术

政治运动越来越多地使用数据以量身定制的消息（微型）瞄准选民。通过这样做，竞选活动引起了人们对隐私和公共话语质量的关注。将现有研究扩展到欧洲，我们提出并测试了一个模型，以了解不同的背景因素如何阻碍或促进活动的数据驱动能力。我们在2017年荷兰全国大选期间应用了该模型。结果表明，数据驱动的瞄准技术不仅在先行后发系统中很有用，而且在比例表示系统中也很有用，乍一看似乎不太适合这种技术。