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Lotame Solutions art of Political campaigning microtargeting
 

Lotame Solutions art of Political campaigning microtargeting

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  • [Step away from the presentation.] RIFF: “ I’m hear to speak with you today about microtargeting, but there are a number of things that have to happen before I can speak with you a bout microtargeting. Are you red or blue? Where are your voters? What are the issues they care about? Armed with this information that you already have, we can help you execute your microtargetiing campaign(s).”
  • A notable example to follow.

Lotame Solutions art of Political campaigning microtargeting Lotame Solutions art of Political campaigning microtargeting Presentation Transcript

  • The Art of Political Campaigning Advanced Microtargeting June 17, 2011
  • Political Campaigning: Then & Now
    • The days of winning elections by shaking hands and kissing babies are long gone.
    • “ Old election tech” has given way to micro-targeting, social media and the never-ending news cycle.
    • Welcome to the radically new world
    • of 21 st century, tech-driven political campaigning.
  • Digital Elections: 2008, 2010 and Beyond
    • United States: 2008 Campaign – “While social media garnered the bulk of the media coverage, innovations such as downloadable voter registrations available on Facebook and, more important, a 13.5 million person email list were chief accomplishments of the 2008 digital team. The influx of new voters and new energy resulted in some $500 million being raised online from 3 million donors, most in increments of less than $100 (and much of it spent on TV advertising); 35,000 groups organized through the Web site My Barack Obama.”
        • Source: AdAge June 2011
  • The Precision Imperative
    • The need to precisely align political messages with appropriate, receptive, and ‘friendly’ constituencies is more critical than at any point in our political history.
    • There is increasing voter antipathy.
    • The average voter has neither the time nor the inclination to wrap their mind around myriad issues (taxes, wars, education, health care, etc.)
  • Embracing Technology Innovations
    • Taking full advantage of aggressive targeting and activation within digital media is no longer an option, it’s a necessity
    • Master micro-targeting within digital to:
      • Reach precise audiences
      • Identify and activate “friendlies”
      • Encourage pass-along and viral engagement
      • GOTV!
    • Every great journey begins with a few small steps
  • The Lotame Posture and Perspective
    • Lotame is a data-driven Internet advertising platform that specializes in reaching and activating precise audience segments
    • We were an active player in dozens of campaigns during the 2010 election cycle and are ramping up for 2012
  • Online Targeting Strategies
    • The Basics
      • Target by geo: region, state, congressional district, or zip
      • Target by age and gender
      • Target by known affiliation
    • The Second Level
      • Target by more nuanced political views and behaviors
      • "Mobilization" refers to an audience of people who are active within your political party and will definitely vote for your candidate. The goal is to get these people to spread the word, donate, etc.
      • "Persuasion" refers to an audience of people who are undecided as to which party's candidate they will be voting for and the goal is to persuade these people to vote for your candidate.
  • Online Targeting Techniques
    • Political BT: We analyze how individuals interact with websites - where they go, what they do, etc.
    • Custom surveys: We gauge party affiliation and intensity of activity/involvement via in-banner studies fielded online
    • Profile data: We leverage data from social media profiles and other third party sources
    • Affinity Tools: We scale audiences using look-a-like algorithms
      • EXAMPLE: We identify behaviors and interests of those in the Mobilization audience and intelligently expand the reach people originally unconsidered who look, act and respond in similar ways
  • Targeting Optimization
    • Campaign Optimization: Lotame will continually adjust the targeting of the campaign based on specific campaign objectives
    • Example goals:
      • driving traffic to a candidate's site
      • getting individuals to donate to a candidate's campaign
      • increasing awareness of a candidate
      • Increasing favorability of a candidate
      • increase intent to vote for a candidate
  • Engaging Creative Executions
    • Lotame will execute and deploy several different types of creative units to meet the campaign’s objective :
      • Expandable units
      • Expandable video units
      • Segment-specific flash
      • Pre-roll video
    Example
  • The Bottom Line
    • Lotame has achieved success in meeting and exceeding various campaign objectives: CTR, VCR, Conversion Rate, Interaction Rate, Brand Awareness, Intent to Vote, etc.
    • No one behavior or data point drives these outcomes – still “art” in the process
      • We optimize each campaign towards the target objective for that individual campaign
      • EXAMPLE levers: inventory placement, creative type, user behaviors, time of day, etc
  • Case Study: Rubio Prevails
  • Lotame’s Role in Rubio’s Win “ Lotame Solutions, collected data and ran microtargeting for Rubio’s campaign. The firm’s not-so-simple task was to create a universe of voters and divide them into three groups: mobilization voters, persuasion voters, and opposition voters. Mobilization voters were Rubio’s hardcore supporters, energized enough not just to vote for him, but to lobby others to do so as well. Persuasion voters were just supportive enough to pull the lever for Rubio. Opposition voters, on the other hand, were dead set against Rubio and were unreceptive to any of the Rubio campaign’s messages.”
  • Cautionary Notes
    • Privacy, privacy, privacy
      • Play by the rules and take the high road
    • There’s “data” and then there’s DATA
    • Start early – latecomers will miss out on data aggregation, relevant inventory (“cross-over”) and optimization
  • Thank You
    • Adam Lehman
    • Chief Operating Officer
    • [email_address]