Both major Australian political parties have amassed data on every eligible voter, which they are using to build detailed profiles on constituents to influence their votes in tight electoral races.
Linda Fenech lives in the hyper-marginal seat of Macquarie in Sydney's west, which is held by Labor by just 371 votes.
She's what political data-crunchers would call a "persuadable", a voter who could be nudged to swap sides. Macquarie is expected to be a tight battle between Labor's Susan Templeman and the Liberal's Sarah Richards.Labor's voter database is called "Campaign Central". In it, constituents are assigned a "persuadability score" based on information collected through polling and robocall results.
"When they segment the voters up for targeting in phone banking, for example, the lists are really segmented along who's most persuadable," he said.If you have a higher persuadability score, you're more likely to receive phone calls or door knocks from volunteers or to have direct mail about specific issues the party knows you care about dropped into your letterbox.
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