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Lessons from political campaigns in using real-time consumer data


November 13, 2012

Corporate brands can learn from successful political campaigns that aggressively collect and analyze real-time data to make speedier decisions, AdAge.com reports. “Political campaigns use real-time insights and data to make creative decisions on the fly,” says Michael Bassik, CEO of Proof Integrated Communications.

In building the largest data team in political history, the Obama campaign employed analysts who specialize in data mining and predictive modeling. They developed a massive system that gleaned data about voters from social media and the web and integrated it with offline data such as shopping information. Data was collected from pollsters, fundraisers, field volunteers conducting door-to-door canvassing, consumer databases, social media and mobile contacts, and the files of Democratic voters in swing states.

The information fed an array of strategies, such as helping media buyers find less expensive TV spots, figuring out which celebrity messages would persuade high-value fundraisers to donate money, and convincing people to get out and vote. Both parties used data from publicly available files to target online messaging to voter groups. — Greg Beaubien



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