targeting voters

From AdAge: Cruz Loss Shows Data Can’t Win ‘Em All

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.”

See more >> http://adage.com/article/campaign-trail/cruz-loss-shows-data-win-em/303879/