0
#inspire14
DeepRoot Analytics
CentraForce
Disrupting Traditional Advertising
by Leveraging BIG DATA
& Advanced Analytics i...
#inspire14DeepRoot Analytics 2
#inspire14DeepRoot Analytics 3
#inspire14DeepRoot Analytics 4
Credits to NASAPicture Credit: NASA
#inspire14DeepRoot Analytics 5
Credits to NASAPicture Credit: NASA
#inspire14DeepRoot Analytics 6
Of votes cast in the 15 target states,
8%
>70% RepublicanPrecincts
12%
>70% DemocraticPreci...
#inspire14DeepRoot Analytics 7
Of votes cast in the 15 target states,
8%
>70% RepublicanPrecincts
12%
>70% DemocraticPreci...
#inspire14DeepRoot Analytics 8
#inspire14DeepRoot Analytics 9
80% likely
to vote for
Obama.
#inspire14DeepRoot Analytics 10
56% Likely
GOP Voter
Male - 56%
#inspire14DeepRoot Analytics 11
59% Likely
GOP Voter
Male - 56%
50 Years Old - 59%
#inspire14DeepRoot Analytics 12
63% Likely
GOP Voter
White - 63%
Male - 56%
50 Years Old - 59%
#inspire14DeepRoot Analytics 13
68% Likely
GOP Voter
SUV Owner - 68%
White - 63%
Male - 56%
50 Years Old - 59%
#inspire14DeepRoot Analytics 14
Likely
GOP Voter85% Likely
GOP Voter
Bible Owner - 85%
SUV Owner - 68%
White - 63%
Male - ...
#inspire14DeepRoot Analytics 15
89% Likely
GOP Voter
Louisianan - 89%
Bible Owner - 85%
SUV Owner - 68%
White - 63%
Male -...
#inspire14DeepRoot Analytics 16
Business Professional - 94%
94% Likely
GOP Voter
Louisianan - 89%
Bible Owner - 85%
SUV Ow...
#inspire14DeepRoot Analytics
Louisianan
Bible Owner
White
Business Professional
SUV Owner
Male
50 Years Old
17
0% Likely
G...
#inspire14DeepRoot Analytics
Business Professional
SUV Owner
Male
50 Years Old
Art Enthusiast
Black
Californian
18
12% Lik...
#inspire14DeepRoot Analytics 19
Total Votes
Cast For
President Bush:
634,373
GOP Mail/
Phone
Universe:
227,749
Reliable
Re...
#inspire14DeepRoot Analytics 20
IOWA
Difference: 10,059
OHIO
Difference: 118,601
0.7%
2.1%
2.6%
0.8%
NEVADA
Difference: 21...
#inspire14DeepRoot Analytics 21
IN 2004SINCE 2004:
#inspire14DeepRoot Analytics 22
$70 BILLION
#inspire14DeepRoot Analytics 23
FPO
#inspire14DeepRoot Analytics 24
GENDER AGE ETHNICITY
#inspire14DeepRoot Analytics 25
YOUR TARGETS
GENDER: 49% Male, 51% Female
AGE: 9% 18-29, 24% 30-44, 42% 45-64, 26% 65+
INC...
#inspire14DeepRoot Analytics 26
YOUR DEMOGRAPHIC TARGETS
White 30-44 year old women, college educated,
above median income.
#inspire14DeepRoot Analytics 27
YOUR DEMOGRAPHIC TARGETS
BUT, only 23% of this demo is your target, AND these
people are o...
#inspire14DeepRoot Analytics 28
WHICH WOULD YOU RATHER TARGET?
#inspire14DeepRoot Analytics 29
#inspire14DeepRoot Analytics 30
#inspire14DeepRoot Analytics
#inspire14DeepRoot Analytics
#inspire14DeepRoot Analytics
#inspire14DeepRoot Analytics
#inspire14DeepRoot Analytics
#inspire14DeepRoot Analytics 36
#inspire14DeepRoot Analytics 37
Networks
QualityQuality
Quantity
GOTV MID
#inspire14DeepRoot Analytics 38
Networks
QualityQuality
Quantity
GOTV MID
#inspire14DeepRoot Analytics
Networks
QualityQuality
Quantity
Persuadable
39
#inspire14DeepRoot Analytics
Networks
QualityQuality
Quantity
Persuadable
40
#inspire14DeepRoot Analytics 41
Custom ratings for the
campaign’s targets allow them
to break out of the Nielsen
straightj...
#inspire14DeepRoot Analytics 42
#inspire14DeepRoot Analytics 43
REPUBLICANS
DEMOCRATS
SWINGVOTERS
INFLUENTIALS
YOUNGLIBERTARIANS
PRO2NDAMENDMENT
ANYTARGET...
#inspire14DeepRoot Analytics
0
10
20
30
40
50
60
70
80
EST#GRPS
44
OBAMA: Distribution of Creative (Last 72 Hours)
Tough L...
#inspire14DeepRoot Analytics 45
Rate Card
& Custom Ratings =
More Efficient Buys
#inspire14DeepRoot Analytics
Rate Card
& Custom Ratings =
More Efficient Buys
46
#inspire14DeepRoot Analytics
Rate Card
& Custom Ratings =
More Efficient Buys
47
#inspire14DeepRoot Analytics 48
•Purple shows coverage of a radio station
(signal coverage) for Apathetic Democrats in
Ari...
#inspire14DeepRoot Analytics
•Purple shows coverage of a radio station
(signal coverage) for Apathetic Democrats
in Florid...
#inspire14DeepRoot Analytics 50
Advocacy
Segment by key factors like social media
connections and lifestyle.
Ability to dr...
#inspire14DeepRoot Analytics 51
ADVOCATE DATABASE: OVERVIEW AND INSIGHTS
1
1
EVERYONE & EVERY PLACE IN
AMERICA benchmarks
...
#inspire14DeepRoot Analytics 52 2
8.5 MM Existing and Potential ABA Consumer Advocates
ADVOCATE DATABASE: OVERVIEW AND INS...
#inspire14DeepRoot Analytics 53
ABA Conscious Consumer
ADVOCATE DATABASE: OVERVIEW AND INSIGHTS
46% Female54% Male
45% Rep...
#inspire14DeepRoot Analytics 54
ADVOCATE DATABASE: OVERVIEW AND INSIGHTS
ABA Conscious Consumer
Daring and adventuresome w...
#inspire14DeepRoot Analytics 55
ABA Workplace - Community Cultivators
ADVOCATE DATABASE: OVERVIEW AND INSIGHTS
43% Married...
#inspire14DeepRoot Analytics 56
ADVOCATE DATABASE: OVERVIEW AND INSIGHTS
Community Cultivators say they’re witty,
charming...
#inspire14
Thank you
DeepRoot Analytics
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Inspire 2014 – Deep Root Analytics: Leveraging Big Data & Advanced Analytics in Politics

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Inspire 2014 – Deep Root Analytics: Disrupting Traditional Advertising by Leveraging Big Data & Advanced Analytics in Politics
Advanced analytics, coupled with readily available data storage and quick processing power, are changing the business of politics. In this session you will hear from CNBC contributor Sara Fagen about the history of microtargeting to a future where demographic targeting is virtually irrelevant, and big data and advanced analytics will be a disruptive force for anyone selling traditional ad space.

Sara Fagen, Co-Founder, Deep Root Analytics

Published in: Technology, News & Politics
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Transcript of "Inspire 2014 – Deep Root Analytics: Leveraging Big Data & Advanced Analytics in Politics"

  1. 1. #inspire14 DeepRoot Analytics CentraForce Disrupting Traditional Advertising by Leveraging BIG DATA & Advanced Analytics in Politics Sara Fagen Co-Founder Deep Root Analytics
  2. 2. #inspire14DeepRoot Analytics 2
  3. 3. #inspire14DeepRoot Analytics 3
  4. 4. #inspire14DeepRoot Analytics 4 Credits to NASAPicture Credit: NASA
  5. 5. #inspire14DeepRoot Analytics 5 Credits to NASAPicture Credit: NASA
  6. 6. #inspire14DeepRoot Analytics 6 Of votes cast in the 15 target states, 8% >70% RepublicanPrecincts 12% >70% DemocraticPrecincts
  7. 7. #inspire14DeepRoot Analytics 7 Of votes cast in the 15 target states, 8% >70% RepublicanPrecincts 12% >70% DemocraticPrecincts 4% Advantage
  8. 8. #inspire14DeepRoot Analytics 8
  9. 9. #inspire14DeepRoot Analytics 9 80% likely to vote for Obama.
  10. 10. #inspire14DeepRoot Analytics 10 56% Likely GOP Voter Male - 56%
  11. 11. #inspire14DeepRoot Analytics 11 59% Likely GOP Voter Male - 56% 50 Years Old - 59%
  12. 12. #inspire14DeepRoot Analytics 12 63% Likely GOP Voter White - 63% Male - 56% 50 Years Old - 59%
  13. 13. #inspire14DeepRoot Analytics 13 68% Likely GOP Voter SUV Owner - 68% White - 63% Male - 56% 50 Years Old - 59%
  14. 14. #inspire14DeepRoot Analytics 14 Likely GOP Voter85% Likely GOP Voter Bible Owner - 85% SUV Owner - 68% White - 63% Male - 56% 50 Years Old - 59%
  15. 15. #inspire14DeepRoot Analytics 15 89% Likely GOP Voter Louisianan - 89% Bible Owner - 85% SUV Owner - 68% White - 63% Male - 56% 50 Years Old - 59%
  16. 16. #inspire14DeepRoot Analytics 16 Business Professional - 94% 94% Likely GOP Voter Louisianan - 89% Bible Owner - 85% SUV Owner - 68% White - 63% Male - 56% 50 Years Old - 59%
  17. 17. #inspire14DeepRoot Analytics Louisianan Bible Owner White Business Professional SUV Owner Male 50 Years Old 17 0% Likely GOP Voter
  18. 18. #inspire14DeepRoot Analytics Business Professional SUV Owner Male 50 Years Old Art Enthusiast Black Californian 18 12% Likely GOP Voter
  19. 19. #inspire14DeepRoot Analytics 19 Total Votes Cast For President Bush: 634,373 GOP Mail/ Phone Universe: 227,749 Reliable Republican Universe: 368,241 Suspect Republican Universe: 146,411 Unreliable Republican Universe: 201,048 715,700 20002004 IOWA Difference in Republican Universes between 2000 & 2004 2,337,288 Total Votes Cast For President Bush: 2,351,209 GOP Mail/ Phone Universe: 946,613 Reliable Republican Universe: 1,363,314 Suspect Republican Universe: 333,837 Unreliable Republican Universe: 640,137 20002004 OHIO
  20. 20. #inspire14DeepRoot Analytics 20 IOWA Difference: 10,059 OHIO Difference: 118,601 0.7% 2.1% 2.6% 0.8% NEVADA Difference: 21,500 NEW MEXICO Difference: 5,988
  21. 21. #inspire14DeepRoot Analytics 21 IN 2004SINCE 2004:
  22. 22. #inspire14DeepRoot Analytics 22 $70 BILLION
  23. 23. #inspire14DeepRoot Analytics 23 FPO
  24. 24. #inspire14DeepRoot Analytics 24 GENDER AGE ETHNICITY
  25. 25. #inspire14DeepRoot Analytics 25 YOUR TARGETS GENDER: 49% Male, 51% Female AGE: 9% 18-29, 24% 30-44, 42% 45-64, 26% 65+ INCOME: 16% below median, 33% at median, 51% above median EDUCATION: 41% no college education, 59% college + RACE: 82% white, 9% Hispanic, 9% other
  26. 26. #inspire14DeepRoot Analytics 26 YOUR DEMOGRAPHIC TARGETS White 30-44 year old women, college educated, above median income.
  27. 27. #inspire14DeepRoot Analytics 27 YOUR DEMOGRAPHIC TARGETS BUT, only 23% of this demo is your target, AND these people are only 7% of your total target universe.
  28. 28. #inspire14DeepRoot Analytics 28 WHICH WOULD YOU RATHER TARGET?
  29. 29. #inspire14DeepRoot Analytics 29
  30. 30. #inspire14DeepRoot Analytics 30
  31. 31. #inspire14DeepRoot Analytics
  32. 32. #inspire14DeepRoot Analytics
  33. 33. #inspire14DeepRoot Analytics
  34. 34. #inspire14DeepRoot Analytics
  35. 35. #inspire14DeepRoot Analytics
  36. 36. #inspire14DeepRoot Analytics 36
  37. 37. #inspire14DeepRoot Analytics 37 Networks QualityQuality Quantity GOTV MID
  38. 38. #inspire14DeepRoot Analytics 38 Networks QualityQuality Quantity GOTV MID
  39. 39. #inspire14DeepRoot Analytics Networks QualityQuality Quantity Persuadable 39
  40. 40. #inspire14DeepRoot Analytics Networks QualityQuality Quantity Persuadable 40
  41. 41. #inspire14DeepRoot Analytics 41 Custom ratings for the campaign’s targets allow them to break out of the Nielsen straightjacket and find otherwise hidden efficiencies.
  42. 42. #inspire14DeepRoot Analytics 42
  43. 43. #inspire14DeepRoot Analytics 43 REPUBLICANS DEMOCRATS SWINGVOTERS INFLUENTIALS YOUNGLIBERTARIANS PRO2NDAMENDMENT ANYTARGETYOUWANT Media can now be segmented in the same way you segment your mail, phones and all other direct contact… …and we can shift the buying process from a network/show centric model to an audience centric one, allowing you to buy the audience, not the network.
  44. 44. #inspire14DeepRoot Analytics 0 10 20 30 40 50 60 70 80 EST#GRPS 44 OBAMA: Distribution of Creative (Last 72 Hours) Tough Luck Won’t Say The Cheaters The Question 60 Guide WEST PALM BEACH Tough Luck Women Speak Crisis The Question 60 RENO Guide Tough Luck Won’t Say Heavy Load The Question 60 TOLEDO Women Speak Crisis Tough Luck Children The Question 60 WASHINGTON, DC De Eso Nada Sp Women Speak Crisis Heavy Load Experience The Question 60 Won’t Say Heavy Load YOUNGSTOWN The Cheaters Guide The Question 60 Won’t Say CINCINNATI The Cheaters Guide The Question 60 Promises FT. MEYERS Children The Question 60 The Same Heavy Load GRAND JUNCTION Tough Luck Women Speak Crisis CLEVELAND Won’t Say Heavy Load Won’t Say De Eso Nada Sp DENVER The Question 60 Women Speak Crisis Get Real Mitt
  45. 45. #inspire14DeepRoot Analytics 45 Rate Card & Custom Ratings = More Efficient Buys
  46. 46. #inspire14DeepRoot Analytics Rate Card & Custom Ratings = More Efficient Buys 46
  47. 47. #inspire14DeepRoot Analytics Rate Card & Custom Ratings = More Efficient Buys 47
  48. 48. #inspire14DeepRoot Analytics 48 •Purple shows coverage of a radio station (signal coverage) for Apathetic Democrats in Arizona •Blue are those Apathetic Democrats that will not hear a campaign / other message because not covered by signal •There are still a number of Apathetic Democrats who would need another media type to deliver a Campaign message Station / Station Owner Radio Coverage: Apathetic Democrats Arizona Various Rock Formats (Classic, Mainstream, etc)
  49. 49. #inspire14DeepRoot Analytics •Purple shows coverage of a radio station (signal coverage) for Apathetic Democrats in Florida •Blue are those Apathetic Democrats listening various rock formats that will not hear a campaign / other message because not covered by signal •By making a buy on these particular stations, you’d have a majority of Apathetic Democrats covered 49 Radio Coverage: Apathetic Democrats Florida Various Rock Formats (Classic, Mainstream, etc) Station / Station Owner
  50. 50. #inspire14DeepRoot Analytics 50 Advocacy Segment by key factors like social media connections and lifestyle. Ability to drill down to the individual level to identify the our strong advocates, super connectors and key influencers by analyzing their social actions and habits online. Create a profile of “look a like” supports to identify potential advocates. Reach specific audiences by looking at their habits online; interests, activities, Pages they like, purchase behavior, brands they follow, device usage and more.
  51. 51. #inspire14DeepRoot Analytics 51 ADVOCATE DATABASE: OVERVIEW AND INSIGHTS 1 1 EVERYONE & EVERY PLACE IN AMERICA benchmarks demographics behaviors segmentation DEVELOPMENT DATASETS ABA licensed CentraForce DATASETS Advocacy email and direct mail records AUDIENCE CRITERIA: CONSUMER Matched profile of consumer advocates Feel strongly about an issue to participate/protest Moderate to heavy soda drinkers (1+ soda/day) Socially engaged at leadership levels AUDIENCE CRITERIA: WORKPLACE Matched profile of workplace advocates Work in food and beverage products and services Moderate to heavy soda drinkers (3+ soda/day) Feel strongly about an issue to participate/protest Simmons National Consumer Study, Experian, Dunn & Bradstreet and Alteryx, Scarborough ABA Database Audience Profiles
  52. 52. #inspire14DeepRoot Analytics 52 2 8.5 MM Existing and Potential ABA Consumer Advocates ADVOCATE DATABASE: OVERVIEW AND INSIGHTS ABA Advocate data file Consumer advocates feel strongly enough about an issue to participate/protest. Moderate to heavy soda drinkers (1+ soda/day). Socially engaged at leadership levels. Workplace advocates work in food and beverage products and services. Moderate to heavy soda drinkers (3+ soda/day). Feel strongly enough about an issue to participate/protest. Potential ABA Advocates
  53. 53. #inspire14DeepRoot Analytics 53 ABA Conscious Consumer ADVOCATE DATABASE: OVERVIEW AND INSIGHTS 46% Female54% Male 45% Republican (152 index) 33% Democrat (83 Index) 13% Independent (99 index) 9% Other (135 Index) % HH Income •Less than $20,000 10.0% •$20–49,999 25.0 % •$50-74,999 21.0 % •$75-99,999 11.8 % •$100-149,999 18.0 % •$150-249,999 7.0 % •$250 k or more 5.0 % •* Remaining 2.2%: did not respond to question 18-34 29% 35-49 27% 50+ 44% Age Groups 1-3 Children in the House48% Married
  54. 54. #inspire14DeepRoot Analytics 54 ADVOCATE DATABASE: OVERVIEW AND INSIGHTS ABA Conscious Consumer Daring and adventuresome with the ability to be refined, the Conscious Consumer is a master at adapting the presentation of the self. Fast food fits both their budget and their lifestyle. They try to pick up healthier items off the menu but will also add in a few treats. They are exceptionally opinionated and relish the role of leader. Look for this audience to take the lead in sharing the latest information with their friends. A glowing screen commands a great deal of their attention throughout the day - their cellphones & TV are their top devices. Conscious Consumers Behaviors
  55. 55. #inspire14DeepRoot Analytics 55 ABA Workplace - Community Cultivators ADVOCATE DATABASE: OVERVIEW AND INSIGHTS 43% Married 49% Female51% Male % HH Income •Less than $20,000 9.0% •$20–49,999 23.8 % •$50-74,999 20.3 % •$75-99,999 11.8 % •$100-149,999 19.4 % •$150-249,999 9.4 % •$250 k or more 6.3 % • 18-34 49 % • 35-49 21 % • 50+ 30 % Age Groups 17% been at current job for 11 years or more27% been at current job less than one year 65% own their own homes
  56. 56. #inspire14DeepRoot Analytics 56 ADVOCATE DATABASE: OVERVIEW AND INSIGHTS Community Cultivators say they’re witty, charming and quick to laugh. They enjoy making others feel the same way. Spending time with family and friends is a good way to unwind after a long week. Calories are never counted if you’re dining with the Community Cultivator. Food is for savoring and enjoying. You only live once! These advocates have a casual approach to speaking up on issues that makes everyone feel invited to share their own opinions and join in. Movies and television are where this audience goes to unwind, stay informed and be entertained. Newspapers and social media as places to express opinions and learn more about topics and community happenings. Community Cultivators Behaviors ABA Workplace - Community Cultivators
  57. 57. #inspire14 Thank you DeepRoot Analytics
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