As Byron Tau reports in POLITICO, lobbyists now use BigData to gain information and insight about the points of connection among people. Then some of those people are brought into the loop to transmit a message.
One of those tools is software called "RAP." That stands for Relationships, Advocacy and Political Capital. Those who use RAP can turn up relationships which might not have been known before. Joe attends the same church as Congressperson Alice. After services, Joe tells Alice he is concerned about the unintended consequences of Bill X. A trade association whose members could be negatively impacted by Bill X has recruited Joe as an agent of influence.
Lobbying is only one of the fields being reshaped by BigData. Others range from healthcare and how outcomes are being predicted to finance in which the FICO score is determined. Those who are most astute at spotting the hidden relationships among variables will be the new winners in politics, science, and finance.