Campaigns and Data Analytics Why it is important to know YOU

What is Data-Mining? Data- mining refers to a process that collects information on wide consumer groups for targeted performance in specific areas. By establishing specialized categories and control groups, [campaigns] are able to manage resources more effectively. Depth and methods of data-collection What is important and why?

3 Critical Data points Voter History: Lists are generated to analyze the electorate of the voter, records of voting behavior (did the voter switch parties), scrutinize the type of voter (swing voters are the most critical to target) Voter Profile: Who is this person? What does he or she like? What may he or she be interested in? How does the candidate fit in? Voter Preferences Presented: Using algorithms based on the file created, groups of similar voters are identified and customized albeit mass s and campaign literature are sent out. Voter response is encouraged and recorded.

Applications Canvassing: How should the campaign proceed in contacting the voter? Fundraising: How can the campaign manage it’s resources effectively and cater to different donor groups? Marketing: How can the candidate appeal to the voter in the most predictable (safe) way possible? Strategy: How should the campaign structure itself to make the most of the candidate’s strengths in certain areas and address deficiencies in others?

Mapping the Population An effective strategy used by campaigns, “mapping” refers to plotting of voters on a continuously changing map and observing changes over time. For example: has a particular neighborhood identified an issue that needs to be addressed immediately? The technique refers to analyzing shifts within the population and obtaining the reasons why these changes occur. Ref. to map of NYC over 24 hr timespan. Mapping gives campaigns realistic framework to plan targeting strategies, i.e. ideal times and places for fundraisers, time and frequency for distributing literature, analyzing advertising spaces etc.

Daily Shift in Population Density of NYC

Sample Sizes Sample sizes are small groups proportionally chosen to represent a larger voting bloc in terms of voter preferences and voting behavior. A focus on a representative sample of voters allows campaigns to identify salient issues, anticipate results quickly and interpret them on a larger scale. Micro-scale predictors have allowed campaigns to manage their time and resources effectively, even though there exists the possibility that a sample group will not necessarily be representative of a larger voting party.

Demographics Analysis of demographics is one of the most critical goals of data collection. Age, gender and race are all data points to pinpoint groups that may vary in voting behavior. It has been statistically proven that voters of similar demographics groups have shared interests and similar political preferences. The key to targeting specific communities is to understand the needs presented by opposing groups within that demographic and have the campaign address the most critical ones.

Income Distribution Income distribution (usually obtained through IRS records and databases) amongst various neighborhoods allow campaigns to establish which issues will be more prominent in certain areas rather than others. It also allows campaigns to estimate levels of funding amongst different neighborhoods and have realistic expectations throughout.

Valuation of Various Housing Markets This is a very effective strategy that maximizes the potential output and contribution of each subgroup within a neighborhood. By obtaining housing records of particular neighborhoods, the campaign can create literature that addresses blocs of residents who may be of similar socio-economic backgrounds, which may affect their political views and voting behavior. The campaign can also estimate monthly allocation of rent and mortgage payments and can analyze which neighborhoods would be the most effective to target (consideration of left-over funds). Techniques of delivering literature and “stump” speeches during canvassing vary between different residential groups. Traditionally higher density residences are targeted first (time efficiency and meeting daily quota).

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