After Ted Cruz won the Iowa Caucus, reports suggested his campaign’s sophisticated use of data and analytics to target voters with messages customized to their psychological proclivities had a lot to do with it. A few months later the Texas Senator left the race.
Donald Trump captivated primary voters with simple mass-marketed brand messaging through earned media rather than spending on precisely-targeted digital and TV media. This will have many pundits wondering what it all means for the use of data in politics.
Chris Wilson, director of research & analytics for the Cruz campaign said that the Senator survived amid a flood of 17 candidates. “So, no, it’s not magic. But a sophisticated data operation sure can make things easier along the way.”