1. Allyson Camp October 6, 2008

2. Micro-targeting Definition: – “Micro-targeting is sending a message to a highly specific portion of an audience based on particular information.” – (“Zeroing In”) – “MicroTargeting utilizes advanced information management technology for sequencing an individual’s unique ‘data trail’ to predict attitudes and behaviors. MicroTargeting identifies your individual marketing targets, across multiple dimensions, from the most to the least profitable.” – (Target Point) History: – Has been used commercially 25+ years – Creation of massive databases Dozens – hundreds of pieces of information about individual consumers

3. Databases Republican – Voter Vault Democratic –Demzilla / VoteBuilder 150 million names

4. Target Point (R) Pioneers in MicroTargeting First used in 2004 election Clients: – Republican National Committee – Bush/Cheney ’04 campaign – Several Fortune 500 companies http://www.targetpointconsult ing.com/ http://www.targetpointconsult ing.com/

5. Strategic Telemetry (D) Strategic Advise – Used in ’06 Election Cycle – Gather Information – Build a statistical model Undecided Supporters Support the opponent Care about particular issue – Apply model to unidentified voters http://strategictelemetry.com/m icro-targeting.htm http://strategictelemetry.com/m icro-targeting.htm

6. Political Maptitude Door to door canvassing – Intelligent maps – Specific directions – Information: If they voted in last 3 elections Party Age Gender 2000 Census Data Estimates walk time, etc. http://www.caliper.com/politic al/default.htm http://www.caliper.com/politic al/default.htm

7. Political Maptitude: http://www.caliper.com/political/default.htmhttp://www.caliper.com/political/default.htm Strategic Telemetry: http://strategictelemetry.com/micro-targeting.htmhttp://strategictelemetry.com/micro-targeting.htm Veen, Chad Vandler, “Zeroing In”: http://www.govtech.com/dc/articles/97723?id=97723&full=1&story_pg=1 http://www.govtech.com/dc/articles/97723?id=97723&full=1&story_pg=1 Blake, Aaron, “DNC holds national training as it rolls out new voter file”: http://thehill.com/campaign-2008/dnc-holds-national-training-as-it-rolls- out-new-voter-file-2007-08-15.html http://thehill.com/campaign-2008/dnc-holds-national-training-as-it-rolls- out-new-voter-file-2007-08-15.html