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WA / OR REALTORS® November 4th, 2015“Why Data will matter to you in the 2016 Elections”
Winning with Data
AGENDAREALTOR® Party Voter DatabaseHow we use the Database for TargetingData QualityWhat’s Next?
REALTOR® Party Plus Voter DatabaseREALTOR
Party Voter Database
Geographic Data
Political Data
Behavioral &
AttitudinalData
• Demographic Data• Income, Marital Status, Presence of Children,
Race/Ethnicity, Educational Attainment• Property Data
• Homeownership, Home Market Value, Home Purchase Date, Mortgage Type
• Interest / Lifestyle Data• Hunting/Fishing, Religious / Church Attendance
• Census Data• 2010 Census Data, American Community Survey
• Contributor Data• State Disclosures, Federal Election Commission
• Political Opinion Data• Environmental Support, Immigration Reform,
Pro-Life/Pro-Choice, Gun Control, Home ownership advocacy
• Voting History• General Elections• Primary Elections• Special Elections• Municipal Elections
• Vote Method• Poll• Early• Absentee• Mail
• Early Vote Returns (as they occur)• Party Affiliation
• Registered• Modeled
• Turnout Probability• Registration Date
• State• DMA (Media Market)• County• ZIP Code• Precinct• Township• Ward• Municipality• City Council District• County Commissioner District• Judicial District• School Board District• Other Local Districts• Local REALTOR Board Geography (Residential &
Commercial)• Custom Districts using GIS Files
• 192 Million Registered Voters• 57 Million Unregistered Voting Age Population• 95 Million Landline Phones• 55 97 Million Wireless Phones• 90 Million Email Addresses• 1100 1350 Data Selects• National NCOA Performed Bi-Monthly• National Phone Updates Quarterly• Privately-Sourced Change of Address• Rooftop-level Geo-Coding for Spatial Applications /
Mapping• State-Of-The-Art List Matching / Record Linkage
Technology• Hundreds of Proprietary / Custom Business Rules• County level data acquisition where necessary.• More source voter file updates than any other
national voter database ever constructed.
Ethnicity / Language PreferenceRace
Modeled race data / maximize coverage.
Ethnic Technologies40 years of focus on multicultural marketingUnique first, middle, and last name tables to identify ethnicityLeverage American Community Survey data
Language PreferenceAssimilatedBilingual EnglishBilingual SpanishUnassimilated
How do we use the data in our campaigns?
Name: Jack SchmidtAge: 52Marital Status: MChildren: YHH Income: $220k-$250kVoting Habits: Frequent Voter
Occupation:Small Business OwnerEducation: College DegreeInterest: Hunting/FishingHomeowner: YesEthnicity: CaucasianParty Support: Democrat
Know the Voter!
Probably voting. Probably supports us.
Probably won’t support us.
Probably won’t vote.
Probably voting. Might support us if persuaded.
Data QualityThere is no such thing as a perfect list.There is no such thing as a perfect list.RPP data is the highest quality data available.How important is data quality?At the end of the day, it’s all about $$.Return on Investment Example
10,000 Voters TargetedDirect Mail Costs $0.48 per piece printing + $0.25 postage3 Waves of MailTotal campaign cost: $21,900
Targeted Voters Cost Per Voter
Total Outreach Cost
10,000 $2.19 $21,900
Data Quality IssueVoter Records Impacted
Dollars Wasted
Out-Dated Addresses 1,150 $2,519
Duplicate Registrations 500 $1,095
Undeliverable/Vacant Addresses
400 $876
Deceased Voter 150 $329
Other/Miscellaneous 200 $438
Total Dollars Wasted 2,400 $5,257
What’s Next?Data onboarding
Matching “offline” lists to individual’s “online” personaAny device, any timeDigital / Addressable
Data “offboarding”Matching online / social attributes to offline listsTwitter / Blog SitesInterestsInfluenceSocial Graph
More data, more targeting, better quality
Digital Cookie OnboardingAddressable TV
Online & MobileDisplay Mobile In-App
HH Level
Cable Zone Level
One-to-one Voter Targeting, where?
Thank You
For Your
Time!