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Allyson Camp October 6, 2008

Micro-targeting. Allyson Camp October 6, 2008. Micro-targeting. Definition: “Micro-targeting is sending a message to a highly specific portion of an audience based on particular information.” (“Zeroing In”)

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Allyson Camp October 6, 2008

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  1. Micro-targeting 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.targetpointconsulting.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/micro-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/political/default.htm

  7. Political Maptitude: http://www.caliper.com/political/default.htm • Strategic Telemetry: http://strategictelemetry.com/micro-targeting.htm • Veen, Chad Vandler, “Zeroing In”: 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

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