How Political Campaigns Are Putting People Data To Work
VP Strategic Accounts Chris O’Hara has written a piece for AdExchanger about how political campaigns are using data.
Here's an excerpt:
In politics, a strong “ground game” is key. That means real, old-school retail politics, such as knocking on doors and getting voters in specific precincts out on Election Day. All campaigns have the voter rolls and can do their fill of direct mail, robocalls and door knocking.
But how to influence voters well before Election Day who are tethered to their devices all day and night? It requires a digital strategy that can reach voters across the addressable channels they are on, including display, video, mobile and email. This strategy should leverage an identity graph to ensure the right messaging is hitting the same voter – at the right cadence.
Maybe “Joe the Firefighter,” a disaffected moderate Democrat who has had it with the Clintons, visited the Donald’s website and is ready to “Make America great again.” Before cross-device capabilities were strong, you could only retarget Joe the next time you saw his cookie online.Read this article on AdExchanger