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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.

Focusing on whether data-intensive technologies used in political campaigning are accurate and effective misses the point about their larger role in politics. This piece briefly addresses the popular question of “Does it work?” and suggests a series of questions and provocations that aim to more holistically capture the extent of tech-led