Digital India was launched by the Prime Minister of India Narendra Modi on July 1, 2015 to empower the people of the country digitally. The digital India campaign was launched with the aim of bridging India’s Digital segment and to solicit investments in the technology sector.
Published in Chapter:
Data Analytics for Better Branding of E-Governance and E-Business Systems: Case of “Digital India” Campaign
Rajan Gupta (Department of Computer Science, University of Delhi, India), Saibal Kumar Pal (DRDO, New Delhi, India), and Sunil Kumar Muttoo (Department of Computer Science, University of Delhi, India)
Copyright: © 2020
|Pages: 28
DOI: 10.4018/978-1-5225-5412-7.ch003
Abstract
Efficient e-governance leads to stronger democracy which can be achieved through higher trust, visibility, and transparency in the system, which can be acquired through effective branding. Various techniques of data analytics can help in achieving trust and transparency in the system. The objective of the study is to resolve various issues in the public sector through analytics-based improvement of different parameters of branding, namely, communication, consistency, clarity, and competition. The research design of the study is a combination of both qualitative and quantitative techniques like descriptive statistics. The main techniques emerged for data analysis includes rating and ranking analysis of government apps, social media analytics, text and speech analytics, media analytics, statistical analytics and data mining, telecom analytics, and people demographics for government programs. It was found that the “Digital India” campaign under e-governance initiative was highly successful based on different kinds of analytical methods found in the study.