Labour Cynically Exploit Tributes to Gwyneth for Data Mining

The readiness of New Labour to cynically exploit the goodwill of Gwyneth Dunwoody’s constituents (where she had a significant following) hit a low with the hasty announcement that Labour will rush the election in record time. Now they have been caught milking tributes for partisan advantage.

The official local party website invites you to leave a tribute to her – nothing wrong with that. Guido cynically wondered why the online tribute form asks not only for your name, but your house number, postcode and email address? It seems Guido was right to be cynical…

Before she is in the ground they are electioneering. If anyone from Labour claims that it is just an innocent opportunity to leave a tribute to the much-loved former MP they are being less than honest. A close study of the data capture process reveals that it includes a sophisticated software routine designed to look-up and verify the postcode and collect the data for Labour HQ in London. This is not a spontaneous local initiative – it was designed by Tangent Labs, the Labour Party’s national e-campaigns software contractors. Don’t forget to include this work in your election expenses chaps….

The data will no doubt be used to help with e-campaigning in what could be a closely fought battle. This by-election will be a prototype for General Election e-campaigning strategies…


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