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All else being equal, better use of data is one key way that political candidates can differentiate themselves from their competition.

This was amply shown in 2008 when then-Senator Barack Obama employed sophisticated data use and social media to rush to the presidency, and more recently by Massachusetts gubernatorial candidate Charlie Baker (News - Alert), who has been making news by his aggressive voter data system.

Right now Obama and Baker are in the minority when it comes to tech-savvy politicians who are using the latest data and tools to rise to victory. But if Gravis Marketing has its way, that won’t be the case for long.

Gravis Marketing is now offering political consulting services to assist in all aspects of an election campaign, and what it brings to the table is a keen eye for how to use data and the latest technology to good effect in an election.

Gravis focuses on providing strategies for automated calls, political campaign websites, public opinion polls, call center services, direct mail campaigns, yard signs, targeted voter initiatives, hosted predictive dialer, and social media advertising, according to the company.

“Whether looking for someone to offer strategy and advice to help one candidate get their message among the likely voters, or whether the goal is to influence a ballot initiative, Gravis Marketing has the skills needed to give people the best opportunity for a satisfactory outcome,” noted the company in a statement.

While these technologies are available via a number of vendors, what the company brings to the table is putting it all together, according to Gravis president Doug Kaplan.

Particular emphasis is being put on better predictive dialers.

“In the past, volunteers would get together, divide phone numbers up, and begin to live call potential voters,” noted the company. “With the Hosted Predictive Dialer software, campaign volunteers are able to reach up to 300 percent more callers than in the past. The dialer software calls the number, then automatically connects live answered calls to an available representative.”

Predictive dialer software becomes even more useful when tied to voter information databases, as Baker has shown in his run for the governorship in Massachusetts.

While political candidates may have been leaving the opportunity unexploited for the most part, don’t expect that to last.