We are living in the age of a “data” arms race. In the US “big data” was pioneered in the two Obama election campaigns. It is estimated the 2012 Obama campaign spent over $1 billion amassing and using data driven analytics. “Scraps” of data were centralised in order to understand voters. Through online transactions, supermarket purchases and social media posts a myriad of day to day online activity is logged, recorded and characteristics profiled. Via Facebook, Twitter or Reddit – if it is in the “public domain” it can be obtained. In the US political parties can now purchase data profiles of individuals in order to “target” them with campaign messages. Data can be harvested, and with the right software & resources, analysed to profile voters. This can allow political parties to create “bespoke” campaign messages, more effectively canvass and therefore GOTV (“Get out the Vote”).