By: M.S.Yatnatti: Editor and Video Journalist Bengaluru: Reportedly the "Big data revolutionized the way Indian politicians win more seats with less percentage of votes in elections but the political parties need to rework their strategies according to specific data availability. In the process, it is going to break Indian politics.and gives breaking news unexpected by majority”. The argument is simple enough: Politics "broke” because the system is paralyzed by polarization, and it's paralyzed by polarization because technology and demographic data have made it easier (and less risky) for campaigns to target their base instead of appealing to a broad swath of voters .Big data -- defined by experts"combination of massive technological power and endlessly detailed voter information” has certainly changed the way campaigns are conducted. Like corporations, campaigns now know far more about their constituents than ever before what they read, which movies they stream, which shows they watch, where they shop, which products they buy .This allows campaigns to identify their most likely voters and target them with ads and favorable content. The result, increasingly, is that candidates talk only to voters disposed to agree with them, as opposed to persuading those who don't .In the end, Big data makes it easy , mobilizing likely supporters is "faster and far less expensive than persuading their neighbors.” So that's what campaigns do: ignore the center and concentrate on the most fervent supporters. This is the era of Big Data and these are undoubtedly revolutionary times. Massive amounts of data are being generated by the hour, from social media and from enterprises. It would be extremely foolish to waste this treasure trove by simply doing nothing about it. Enterprises have learnt to harvest Big Data to earn higher profits, offer better services and gain a deeper understanding of their target clientele .Big Data basically refers to the huge amounts of data, both organised and unorganised, that enterprises generate on a day-to-day basis. In this context, the volume of data is not as relevant as what organisations do with the data. Analysis of Big Data can lead to insights that improve strategic business decision-making.