It is well-known that Donald Trump spent significantly less than his 2016 opponent, Hillary Clinton, on campaigning and advertisements, but he was still able to win the electoral college vote and secure the presidency—all of this likely not being possible without the help of big data analytics. Trump’s campaign team utilized Cambridge Analytica to analyze public reactions and target voter groups. For example, his team was able to quickly and cheaply analyze reactions to Trump’s tweets on issues to determine which issues were important to various demographics. Trump centered is campaign around determining which issues were important to people so that they could send out targeted advertisements to voters every day. This method of campaigning allowed Trump to spend far less time and money because he did not have to focus as much about convincing people to agree with him in favor of energizing different groups on issues they already agreed with. Big Data is now playing a major role in the political world. Political campaigns are now turning to Big Data to predict how people with behave and vote. It is also becoming easier for campaigns to determine behavior and patterns with people having increased presences online. Commercial online targeting allows campaigns to collect data from Facebook, Google, and Instagram and release microtargeted ads. Big Data analytics has allowed political campaigns to better understand who their supporters are on an individual or community based level, rather than thinking about them in a more general “likely voter” sense. Many warn against Big Data because it makes it possible for politicians to easily dismiss people they deem unlikely to vote for them. This allows them to purposefully tailor their campaigns to mobilize voters that they know already are likely to agree with them. With politicians only focusing on those that are likely to support them, they are doing a disservice to the rest of their constituents because elected officials are meant to represent all of their constituents rather than just those that are likely to vote for them.