Micro-targeting and internet tested mail

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Peter Giangreco

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Micro-targeting and internet tested mail

  1. 1. MICRO-TARGETING AND INTERNET TESTED MAIL<br />1<br />
  2. 2. B E H I N D E V E R Y V I C T O R Y T H E R E I S A S T R A T E G Y<br />
  3. 3. TARGETING BEGINS WITH DATA<br />3<br />Voter File- the universal base file<br />Individual Demographics – Age, Race, Gender, Marital Status, Income<br />Geography- Census Data<br />Precinct results (Electoral Zones)<br />Vote History- Vote in primaries, generals<br />Voter ID/Party ID <br />Enhancements – Ethnic surnames, Phone match<br />Lifestyle (Psychographics)- Hunter/fisher, veteran, churchgoer, union member, consumer buying power<br />
  4. 4. GEOGRAPHIC TARGETING HELPSbut has its limits<br />4<br />Birds of a Feather Flock Together<br />Census Data<br />Precinct results (Electoral Zones)<br />Neighborhood culture<br />
  5. 5. Micro-Targeting allows you to target the individual or household, not just the neighborhood<br />5<br />
  6. 6. The Difference Between Polling and Micro-Targeting<br />6<br />Micro-Targeting<br /><ul><li> Huge sample – 8,000-12,000 interviews
  7. 7. Short interview - 8 questions maximum
  8. 8. Multi-dimension cross- tabulations. 300 variables x 300 variables</li></ul>Polling<br />Small sample<br />– 800-1200 interviews<br />Long interview – <br />70-100 questions<br />over 20-25 minutes<br />Limitedtwo- dimensionalcross-tabulations: <br />Women over age 50<br />College Educated Men Unmarried women<br />
  9. 9. Micro-Targeting combines issue questions with voter file data<br />7<br />Voter File- the universal base file<br />Individual Demographics – Age, Race, Gender, Marital Status, Income<br />Geography- Census Data<br />Precinct results (Electoral Zones)<br />Vote History- Vote in primaries, generals<br />Voter ID/Party ID <br />Enhancements – Ethnic surnames, Phone match<br />Lifestyle (Psychographics)- Hunter/fisher, veteran, churchgoer, union member<br />What party do you most indentify with?<br />Agree/disagree with following statement: Health Care system is broken and needs major reform<br />If the election were held today would you vote for McCain or Obama?<br />How strongly do you support that candidate?<br />How often do you attend church or religious services?<br />Are you or other members of your family active duty military, veteran or member of the National Guard or Reserves<br />
  10. 10. MODELING INDENTIFIES YOUR INDIVIDUAL TARGETS<br />8<br />Highest Scores, Most Pro-Obama<br />10<br />9<br />8<br />7<br />6<br />5<br />4<br />3<br />2<br />1<br />Scores every voter on the file from 0-100 – divides into 10 equal buckets ranging from most Pro-McCain to most Pro-Obama<br />Models clearly identify persuasion and GOTV targets<br />Lowest Scores<br /> Pro-McCain<br />
  11. 11. Multi-Dimensional Modeling Goes Beyond GEOGRAPHY and CLASS<br />The models generate scores that can be used to <br />Identify Persuadable voters<br />Identify Issue voters<br />Identify GOTV voters<br />This approach has successfully helped Republicans find their niche voters and now Democrats are catching up, and are using modeling to find donors as well as voters. <br />9<br />
  12. 12. TWO HOUSES, SAME DEMOGRAPHICS<br />Votes Democratic<br />Union Member<br />Votes Republican <br />Weekly Churchgoer<br />Hunting License<br />10<br />Same Age, Income, Marital Status, Race, # of Children<br /> What makes them different?<br />LEFT<br />RIGHT<br />
  13. 13. WHAT IF YOU ONLY HAVE LIMITED LIFESTYLE INFO?<br />Build a statistical model that compares your list of supporters with the entire voter universe.<br />Create an algorithm that scores every voters 1-100 with their likelihood to look and act like your supporters.<br />11<br />
  14. 14. TWO HOUSES, SAME DEMOGRAPHICS<br /><ul><li>Leans Democratic</li></ul>Model Score = 56<br />Votes Republican <br />Hunting License<br />Model Score = 32<br />12<br />Same Age, Income, Marital Status, Race, # of Children<br /> What makes them different?<br />LEFT<br />RIGHT<br />
  15. 15. African-American<br />GOTV<br />B E H I N D E V E R Y V I C T O R Y T H E R E I S A S T R A T E G Y<br />
  16. 16. B E H I N D E V E R Y V I C T O R Y T H E R E I S A S T R A T E G Y<br />
  17. 17. B E H I N D E V E R Y V I C T O R Y T H E R E I S A S T R A T E G Y<br />
  18. 18. B E H I N D E V E R Y V I C T O R Y T H E R E I S A S T R A T E G Y<br />
  19. 19. In<br />B E H I N D E V E R Y V I C T O R Y T H E R E I S A S T R A T E G Y<br />
  20. 20. USING THE INTERNET TO TEST MAIL<br />18<br />
  21. 21. B E H I N D E V E R Y V I C T O R Y T H E R E I S A S T R A T E G Y<br />
  22. 22. B E H I N D E V E R Y V I C T O R Y T H E R E I S A S T R A T E G Y<br />
  23. 23. B E H I N D E V E R Y V I C T O R Y T H E R E I S A S T R A T E G Y<br />
  24. 24. B E H I N D E V E R Y V I C T O R Y T H E R E I S A S T R A T E G Y<br />
  25. 25. B E H I N D E V E R Y V I C T O R Y T H E R E I S A S T R A T E G Y<br />
  26. 26. B E H I N D E V E R Y V I C T O R Y T H E R E I S A S T R A T E G Y<br />
  27. 27. B E H I N D E V E R Y V I C T O R Y T H E R E I S A S T R A T E G Y<br />
  28. 28. B E H I N D E V E R Y V I C T O R Y T H E R E I S A S T R A T E G Y<br />
  29. 29. B E H I N D E V E R Y V I C T O R Y T H E R E I S A S T R A T E G Y<br />
  30. 30. pgiangreco@strategygroup.com<br />28<br />

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