Targeting: Chris Wilson talks Ted Cruz's digital strategy, Buisson talks data
Online targeting has become a science based upon data. Data, for political purposes could come from a variety of locations and sources. The key is to locate a population which the candidate wants to target and use predictive modeling to get out the message.
Recently, Bayoubuzz interviewed Greg Buisson, media consultant for many of the top candidates and elected officials in the New Orleans-Jefferson Parish region. He has also represented some of the top statewide elected officials.
Also, during the 2016 general election, we discussed targeting and predictive modeling with Chris Wilson who handled the digital strategy for presidential candidate Ted Cruz.
Here are some of their insights as to the importance of digital data, the strategies required and the future opportunities:
|BUISSON: Yep I mean it's pretty specific, Steve, on what you can get even down to the individual voter these days it's pretty amazing. Now look, a lot of it is from surveys that been filled out over time or connecting them names to names and information to purchases made and various things like that that are done--so it's not an exact science--it's largely inside, plus or minus--ability that you accept enough in basic data. And so, yeah you should use that information, because it gives you a better understanding of who a candidate is. For example if, if , if someone has, if someone has strong beliefs in newspapers, they probably get the newspaper. so when you learn that that someone had gets the newspaper on a regular basis, or reads the newspaper on a regular basis, through either a survey or through purchasing information, then you can categorize that that voter in a way that you know that voter is can probably be more likely to want to have more information about a candidate and more likely to be up on-- what current day news is-- and more likely to be responsive to anyone who campaigns on that level and talks about current day news, talks about what the issues are. So you categorize that group and you look at them and that might be a direct mail piece to that household in a way like that. So there's many things you can do. the other thing you can do is you can look at things by sort of geographical area and we don't really look at things by geographical area in zip code that is too broad, we'll look at a block at a time in a neighborhood. Generally if you live on a street then there's a there's it's fairly, it's fairly likely that that most of the people that are on that street will have relatively similar beliefs and many things from a standpoint of some basic issues--not social issues, not anything like that, but on drainage maybe or on roads, paved roads, different things like that. So you can look at those issues and decide how to target messaging on that to get something to it. So those are some of the issues that we look at and and use the data specifically.|
Wilson, discussed the importance of targeting to predictive modelling and provided an example that the Cruz campaign did targeting upon local issues, believe it or not, red light cameras.
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