GSPM Director Mark Kennedy: Big Data Can Win or Lose an Election

GWtalks series event in Mexico City focuses on politics.

November 18, 2015

GWtalks

(From left) Ivan Zapien, his wife, Victoria, and GSPM Director Mark Kennedy pose for a photo at Friday's event in Mexico City. (Courtesy photo)

Speaking Friday night in Mexico City, Graduate School of Political Management Director Mark Kennedy emphasized big data as a critical component of political campaigns—one that can make a difference between winning and losing an election.

“Thanks to big data, the days of big messages, designed to impact the views of as many people as possible are over,” Mr. Kennedy said in his remarks at a GWtalks event. “Campaigns of the future are going to harness enormous amounts of information to craft dozens of different messages that will resonate with you and completely different sets for your neighbors, friends and relatives.”

Mr. Kennedy, delivering remarks at an event on big data, politics and international relations that also touched on the recent Trans-Pacific Partnership trade agreement and the relationship between Mexico and the United States, addressed a crowd of more than 70 alumni, parents and friends of the George Washington University.

The program followed similar GWtalks events in New Delhi, Istanbul and Dubai featuring School of Business Dean Linda Livingstone and in Hong Kong and Beijing with Columbian College of Arts and Sciences Dean Ben Vinson III.

E. Ivan Zapien, M.S. ’95, was presented with the GSPM Alumni Achievement Award at the event. As vice present of corporate affairs for Walmart de México y Centroamérica, Mr. Zapien oversees government relations, public policy, philanthropy and sustainability initiatives for the organization.

“No two advocacy cases are the same, and deciphering how to evaluate the situation and act effectively in each new instance is challenging,” Mr. Kennedy said of Mr. Zapien. “Ivan has shown that he understands the nuances of different cultures and political systems in order to advance causes and commerce throughout the Americas.”

Mr. Zapien said his GW education helped him advance his career.

“I would like to thank GW and GSPM for creating an environment where if you are really passionate for advocacy, if you are very passionate for politics, there is a place for you to go and learn and get all the tools you need to go out there and be successful entrepreneurs,” he said.

Benjamin Heras Cruz, M.S. ’15, a Carlos Slim scholar and GW Mexico Alumni Committee member, provided closing remarks at the event, thanking alumni and invited guests, including Dr. Javier Elguea Solis, president of the Education Institute of the Carlos Slim Foundation.

The event exceeded expectations, he said.

“It generated the impact and momentum GW needs in Mexico by setting the right baseline to build a long-lasting relationship through its strong alumni network,” he said. “As a former Slim scholar and member of the Mexico Alumni Network, I welcome the opportunity to continue collaborating and bringing the best from both countries to a common ground: The George Washington University.”

Michael Cornfield, GSPM associate professor and Global Center for Political Engagement research director, will deliver keynote remarks at the final GWtalks series event of the year Dec. 14 in London.