Glad i don't have to fully understand everything in the "web search data ..
Indirect approaches like web search data .. http://election.princeton.edu/2016/04/26/google-wide-association-studies/ .. might provide new ways to predict voter behavior. In one particularly interesting example, during the Republican primary season a reader of my website who goes by the initial N. used Google Correlate, a tool that allowed her to find web search terms that showed the same pattern as state polling data. Using those search terms, N. predicted the outcome in unpolled states more accurately than demographic models of the Republican electorate. Social media may also help gauge voter enthusiasm, especially in midterm elections, when turnout is lower and polls are less accurate.
link there to be astounded at the data mining which goes on .. the comments in that link in the paragraph help a bit .. :) .. all interesting .. thanks.
In case anyone feels like going into this mining of more more, here's one more .. :)
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