2018 Resonate Pollie Awards Presentation

1. BATTLE-TESTED DATA
Driving Voter Understanding and
Targeting with Precision Accuracy

2. 2018 SWING STATES
WHAT YOU KNOW AI
2 TRUTHS & A LIE
vs

3. Which voter insight is a lie?
of All Missouri Voters:
39%
Want Obamacare
Repealed
B C
46%
Are persuadable
on DACA
31%
Will likely vote in
the midterms
A

4. LIE
A) 31% Will likely vote in the midterms
56% of Show-Me State voters will
likely turn out in November

5. RESONATE AI IDENTIFIES
TARGETABLE MEDIA BUBBLES IN
MISSOURI
Proportion of
Conservative vs Liberal
online news consumption at
zip code level

6. Which voter insight is a lie?
of All Ohio Voters:
39%
Believe China is
the biggest threat
to the U.S.
B C
41%
Are anti free trade
deals
28%
Are swing voters
A

7. LIE
B) 39% Believe China is the biggest threat to
the U.S.
Only 5% of Buckeye State voters believe
China is the biggest threat to the U.S.
Ohio voters view terrorism and domestic
crime as the biggest national threats

8. RESONATE AI IDENTIFIES
TARGETABLE MEDIA BUBBLES IN
OHIO
Proportion of
Conservative vs Liberal
online news consumption at
zip code level

9. Which voter insight is a lie?
of All Arizona Voters:
30%
Support building
“The Wall”
B C
58%
Are party-line
voters
54%
Vote based on
healthcare policy
A

10. LIE
C) 58% Are party-line voters
Only 21% of Grand Canyon State voters
value party-affiliation when choosing
candidates
By contrast, 59% vote based on a policy
issue important to them

11. RESONATE AI IDENTIFIES
TARGETABLE MEDIA BUBBLES IN
ARIZONA
Proportion of
Conservative vs Liberal
online news consumption at
zip code level

12. Which voter insight is a lie?
of All Pennsylvania Voters:
33%
Favor taxing U.S.
companies moving
jobs oversees
B C
55%
Support increasing
the corporate tax
rate
49%
Support clean coal
production
A

13. LIE
B) 33% Favor taxing U.S. companies
moving jobs oversees
69% of all registered voters in the Keystone
State favor taxing companies that ship jobs
to foreign countries

14. RESONATE AI IDENTIFIES
TARGETABLE MEDIA BUBBLES IN
PENNSYLVANIA
Proportion of
Conservative vs Liberal
online news consumption at
zip code level

15. PRO TIP
Leverage AI to identify & disrupt
the most harmful media
bubbles
Change voter behavior with 1:1
targeting of sympathetic voters in
hostile media environments

16. BATTLE-TESTED DATA
Driving Voter Understanding and
Targeting with Precision Accuracy

17. QUIZ
Who’s more likely to tune into
country radio while in Music City?
A) Democrats
B) Republicans

18. QUIZ RESULTS
REPUBLICANS
are…
58%
more likely to listen to country radio
than Democrats

19. CHALLENGE
I need to target beyond party
affiliation in order to engage and
persuade swing voters in close
races
SOLUTION
1. Append the voter file with the most up-to-date issue position
survey data.
2. Identify and target swing voters based on issue positions driving
ballot decisions.
3. Activate digital media and measure engagement.

20. INSIDE THE ONE PERCENT
Where Midterm Voters Stand Today
In 2016 Districts decided by Less
than 1%

21. CA-49 Voter Insights
Compared to Average California Voters
CA-49 Midterm Voters Are:
15%
More likely to
identify as
Independents
82%
More likely to
value financial
stability
74%
More likely to
support Donald
Trump
AND AND

22. RESONATE AI IDENTIFIES
TARGETABLE MEDIA BUBBLES IN
CA-49
Proportion of
Conservative vs Liberal
online news consumption at
zip code level

23. MN-08 Voter Insights
Compared to Average Minnesota Voters
MN-08 Midterm Voters Are:
96%
More likely to
attend a
rally/protest
54%
More likely to be
concerned by
crime levels
98%
More likely to be
concerned with
climate change
AND AND

24. RESONATE AI IDENTIFIES
TARGETABLE MEDIA BUBBLES IN
MN-08
Proportion of
Conservative vs Liberal
online news consumption at
zip code level

25. BATTLE-TESTED DATA
Driving Voter Understanding and
Targeting with Precision Accuracy

26. PRO TIP
Leverage dynamic behavioral models
to understand and respond to voter
shifts in real-time
Static models can’t quantify individual-level shifts in
the electorate throughout campaign lifecycles.
Dynamic models can identify shifts in voters within
days, allowing rapid campaign response that shores
up the base or welcomes new voters to the fold.

27. QUIZ
Who’s more likely to hit Broad Street
for a drink this week?
A) Democrats
B) Republicans

28. QUIZ RESULTS
DEMOCRATS
are…
16%
more likely to have a drink at a bar
than Republicans

29. CHALLENGE
I need a strategy aimed at
getting additional voters to
engage with our ads
SOLUTION
Combine detailed analytics with ad effectiveness
studies to truly understand who just saw your ad
compared to who engaged with it.

30. 2018 MIDTERM VOTERS
KEY AUDIENCE INSIGHTS

31. Millennials
46%
More likely to
support free trade
deals
36%
More likely to
vote because of
social issues
70%
More likely to
support
Obamacare
Compared to Average U.S. Voters
Millennial Midterm Voters are:
AND AND

32. Seniors
47%
More likely to
believe North
Korea is the
biggest U.S. threat
49%
More likely to
vote based on
entitlement
policies
70%
More likely to
donate to
campaigns
Compared to Average U.S. Voters
Senior Midterm Voters are:
AND AND

33. Hispanics
38%
More likely to be
concerned with
crime
36%
More likely to
support EPA
regulations
15%
More likely to be
an education
policy voter
Compared to Average U.S. Voters
Hispanic Midterm Voters are:
AND AND

34. CHALLENGE
I need to amplify my email
marketing strategy
SOLUTION
Increase your fundraising effectiveness, open and
engagement rates by analyzing and segmenting your list
into detailed personas.
Enhancing your intelligence on each segments’ interests,
values and motivations empowers you to personalize
messaging to most efficiently activate your target.