Microtargeting, also known as data modeling, is the process of identifying and categorizing voters based on how they feel about specific issues, values or candidate preference. Microtargeting enables campaigns to send targeted messages to voters who are very receptive to those messages. Microtargeting allows for the most cost effective voter targeting programs, for voter persuasion or get-out-the-vote (GOTV) efforts.
Magellan’s microtargeting service is the most accurate and reliable in the political market. We know what we are doing, and we have data analysis from 2010 to prove our microtargeting works. We have experience working with voter and consumer databases, data enhancement, and survey research, all of which are components of the microtargeting process. We have been conducting microtargeting projects since 2008 for Republican candidates and organizations across the country. We generated 12 models in 10 states in the 2010 cycle.
The first step is figuring out what issue models you want from the microtargeting process. Are the key issues in the campaign going to be fiscal such as taxes, government spending, or raising the federal debt limit? Once the issue models are determined, we field a large survey, typically between 3,000 and 7,000 interviews.
When the survey is complete, we merge the respondents’ opinions with their political, consumer and census demographics. By correlating respondents’ demographics to the demographics of the whole voting district, we can make predictions about the voting preferences of each voter in the district. We apply a “score” and a “confidence level code” that predict how strongly each voter thinks or feels about a particular issue.
After we determine the “score” and “confidence level” codes for each voter, we do a second survey to validate the results. For example, if the microtargeting score is 70% opposed to Cap and Trade legislation for a group of voters, we would survey a sample of those voters, and ask them if they support or oppose Cap and Trade legislation. If less than 70% oppose Cap and Trade legislation we would rebuild the model for that issue.