WA / OR REALTORS® November 4 th, 2015 “Why Data will matter to you in the 2016 Elections” Winning with Data.

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Presentation transcript:

WA / OR REALTORS® November 4 th, 2015 “Why Data will matter to you in the 2016 Elections” Winning with Data

AGENDA REALTOR® Party Voter Database How we use the Database for Targeting Data Quality What’s Next?

REALTOR® Party Plus Voter Database REALTOR Party Voter Database Geographic Data Political Data Behavioral & Attitudinal Data Demographic Data Income, Marital Status, Presence of Children, Race/Ethnicity, Educational Attainment Property Data Homeownership, Home Market Value, Home Purchase Date, Mortgage Type Interest / Lifestyle Data Hunting/Fishing, Religious / Church Attendance Census Data 2010 Census Data, American Community Survey Contributor Data State Disclosures, Federal Election Commission Political Opinion Data Environmental Support, Immigration Reform, Pro-Life/Pro-Choice, Gun Control, Home ownership advocacy Voting History General Elections Primary Elections Special Elections Municipal Elections Vote Method Poll Early Absentee Mail Early Vote Returns (as they occur) Party Affiliation Registered Modeled Turnout Probability Registration Date State DMA (Media Market) County ZIP Code Precinct Township Ward Municipality City Council District County Commissioner District Judicial District School Board District Other Local Districts Local REALTOR Board Geography (Residential & Commercial) Custom Districts using GIS Files 192 Million Registered Voters 57 Million Unregistered Voting Age Population 95 Million Landline Phones Million Wireless Phones 90 Million Addresses Data Selects National NCOA Performed Bi-Monthly National Phone Updates Quarterly Privately-Sourced Change of Address Rooftop-level Geo-Coding for Spatial Applications / Mapping State-Of-The-Art List Matching / Record Linkage Technology Hundreds of Proprietary / Custom Business Rules County level data acquisition where necessary. More source voter file updates than any other national voter database ever constructed.

Ethnicity / Language Preference Race Modeled race data / maximize coverage. Ethnic Technologies 40 years of focus on multicultural marketing Unique first, middle, and last name tables to identify ethnicity Leverage American Community Survey data Language Preference Assimilated Bilingual English Bilingual Spanish Unassimilated

How do we use the data in our campaigns?

Name: Jack Schmidt Age: 52 Marital Status: M Children: Y HH Income: $220k- $250k Voting Habits: Frequent Voter Occupation: Small Business Owner Education: College Degree Interest: Hunting/Fishing Homeowner: Yes Ethnicity: Caucasian Party Support: Democrat Know the Voter!

Probably voting. Probably supports us. Probably won’t support us. Probably won’t vote. Probably voting. Might support us if persuaded.

Data Quality There is no such thing as a perfect list. RPP data is the highest quality data available. How important is data quality? At the end of the day, it’s all about $$. Return on Investment Example 10,000 Voters Targeted Direct Mail Costs $0.48 per piece printing + $0.25 postage 3 Waves of Mail Total campaign cost: $21,900

Targeted VotersCost Per VoterTotal Outreach Cost 10,000 $2.19 $21,900 Data Quality IssueVoter Records ImpactedDollars Wasted Out-Dated Addresses 1,150 $2,519 Duplicate Registrations 500 $1,095 Undeliverable/Vacant Addresses 400 $876 Deceased Voter 150 $329 Other/Miscellaneous 200 $438 Total Dollars Wasted 2,400$5,257

What’s Next? Data onboarding Matching “offline” lists to individual’s “online” persona Any device, any time Digital / Addressable Data “offboarding” Matching online / social attributes to offline lists Twitter / Blog Sites Interests Influence Social Graph More data, more targeting, better quality

Digital Cookie Onboarding Addressable TV Online & Mobile Display Mobile In-App HH Level Cable Zone Level One-to-one Voter Targeting, where?

Thank You For Your Time!