Big Data Analytics And The Next President: How Microtargeting Drives Today’s Campaigns

Political campaigns of both Republican and Democratic candidates are taking Big Data lessons from retailers , gathering information about individuals, and using it to serve up personalized messages to prospective voters.

It’s called “microtargeting,” and it was was a key element of the successful Obama for America campaign and its unprecedented fundraising. Direct marketers have long used tests to determine what works in advertising. The ads you get in the mail are often the result of many careful tests of elements ranging from the color of the envelope to the sales copy to the price of the product.

Author: Meta S. Brown


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