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Blaise Hazelwood
Blaise Hazelwood (born 1972), a Republican strategist and consultant in the United States, is the owner of [http://www.grassrootstargeting.com/ Grassroots Targeting], LLC, a microtargeting company, and [http://iwebstrategies.com/ iWeb Strategies], LLC, which provides campaigns and other organizations with a comprehensive online program.
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George W. Bush
George Walker Bush (; born July 6, 1946, in New Haven, Connecticut) was the 43rd President of the United States, serving from 2001 to 2009, and the 46th Governor of Texas, serving from 1995 to 2000.
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Harold M. Ickes
Harold McEwen Ickes (; born September 4, 1939) was White House Deputy Chief of Staff for President Bill Clinton. He is the son of Harold L. Ickes, who was Secretary of the Interior under Franklin D. Roosevelt. Ickes is a graduate of Stanford University (1964, AB, Economics) and Columbia Law School. Ickes was a student civil rights activist in the 1960s and took part in Freedom Summer. He has practiced labor law for many years in New York City. He was the model for the Primary Colors character Howard Fergerson.
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Karl Rove
Karl Christian Rove (born December 25, 1950) was Senior Advisor and Deputy Chief of Staff to former President George W. Bush until his resignation on August 31, 2007. He has headed the Office of Political Affairs, the Office of Public Liaison, and the White House Office of Strategic Initiatives. Since leaving the White House, Rove has worked as a political analyst and contributor for Fox News,
http://wn.com/Karl_Rove
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California (pronounced ) is the most populous state in the United States and the third-largest by land area, after Alaska and Texas. California is also the most populous sub-national entity in North America. It's on the U.S. West Coast, bordered by the Pacific Ocean to the west and by the states of Oregon to the north, Nevada to the east, Arizona to the southeast, Baja California, Mexico, to the south. Its 5 largest cities are Los Angeles, San Diego, San Jose, San Francisco, and Long Beach, with Los Angeles, San Diego, and San Jose each having at least 1 million residents. Like many populous states, California's capital, Sacramento is smaller than the state's largest city, Los Angeles. The state is home to the nation's 2nd- and 6th-largest census statistical areas and 8 of the nation's 50 most populous cities. California has a varied climate and geography and a multi-cultural population.
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Florida () is a state of the United States. It is located in the Southeastern United States, bordering Alabama to the northwest and Georgia to the north. Much of the state's land mass is a large peninsula with the Gulf of Mexico to the west, the Atlantic Ocean to the east and the Caribbean to the south. Florida was admitted as the 27th U.S. state in 1845, after a three hundred year period of European colonization.
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Iowa () is a state located in the Midwestern United States, an area often referred to as the "American Heartland." It derives its name from the Ioway people, one of the many American Indian tribes that occupied the state at the time of European exploration. Iowa was a part of the French colony of New France. After the Louisiana Purchase, settlers laid the foundation for an agriculture-based economy in the heart of the Corn Belt. Iowa is often known as the "Food Capital of the World", however Iowa's economy, culture, and landscape are diverse. In the mid and late 20th century, Iowa's agricultural economy transitioned to a diversified economy of advanced manufacturing, processing, financial services, biotechnology, and green energy production. Iowa has been listed as one of the safest states in which to live. Des Moines is Iowa's capital and largest city.
http://wn.com/Iowa -
The United States of America (also referred to as the United States, the U.S., the USA, or America) is a federal constitutional republic comprising fifty states and a federal district. The country is situated mostly in central North America, where its forty-eight contiguous states and Washington, D.C., the capital district, lie between the Pacific and Atlantic Oceans, bordered by Canada to the north and Mexico to the south. The state of Alaska is in the northwest of the continent, with Canada to the east and Russia to the west across the Bering Strait. The state of Hawaii is an archipelago in the mid-Pacific. The country also possesses several territories in the Caribbean and Pacific.
http://wn.com/United_States
- Alex Gage
- America Votes
- Aristotle, Inc.
- Blaise Hazelwood
- California
- Catalist
- cluster analysis
- database
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- direct marketing
- Dun & Bradstreet
- election
- election campaign
- Experian Americas
- FedEx
- Florida
- George W. Bush
- GIS
- Habit (psychology)
- Harold M. Ickes
- InfoUSA
- Iowa
- Karl Rove
- market segmentation
- Narrowcasting
- political party
- United States
- Visa (company)
- VoteBuilder
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Forget Embassy Wars, the Real War Is Over Memory
WorldNews.com
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Iraq: A war of muddled goals, painful sacrifice
Springfield News-Sun
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Iran files complaint over purported US drone
Al Jazeera
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Russians stage mass protests against Putin, polls
The Star
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Defense Authorization Act Will Destroy The Bill Of Rights
WorldNews.com
- Acxiom
- Alex Gage
- America Votes
- Aristotle, Inc.
- Blaise Hazelwood
- California
- Catalist
- cluster analysis
- database
- datamining
- direct marketing
- Dun & Bradstreet
- election
- election campaign
- Experian Americas
- FedEx
- Florida
- George W. Bush
- GIS
- Habit (psychology)
- Harold M. Ickes
- InfoUSA
- Iowa
- Karl Rove
- market segmentation
- Narrowcasting
- political party
- United States
- Visa (company)
- VoteBuilder
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They then use various means of communication--direct mail, phone calls, home visits, television, radio, web advertising, email, text messaging, etc--to communicate with voters, crafting messages to build support for fundraising, campaign events, volunteering, and eventually to turn them out to the polls on election day. Microtargeting's tactics rely on transmitting a tailored message to a subgroup of the electorate on the basis of unique information about that subgroup.
History
Although some of the tactics of microtargeting had been used in California since 1992, it really started to be used nationally only in 2004. In that year, Karl Rove, along with Blaise Hazelwood at the Republican National Committee, used it to reach voters in 18 states that George W. Bush's reelection campaign was not able to reach by other means. The results were greater contacts with likely Bush voters. For example, in Iowa the campaign was able to reach 92% of eventual Bush voters (compared to 50% in 2000) and in Florida it was able to reach 84% (compared to 50% in 2000). Much of this pioneering work was done by Alex Gage and his firm, TargetPoint Consulting.Democrats did only limited microtargeting in 2004, with some crediting microtargeting for Kerry's win in Iowa in 2004. Some news accounts credited Republican superiority in that area for victories in that election cycle. Democrats later developed microtargeting capabilities for the 2006 election cycle. "It's no secret that the other side [Republicans] figured this out a little sooner", said Josh Syrjamaki, director of the Minnesota chapter of America Votes in October 2006. "They've had four to six years' jump on us on this stuff...but we feel like we can start to catch up."
Method
Microtargeting is a modification of a practice used by commercial direct marketers. It would not be possible on a large scale without the development of large and sophisticated databases that contain data about as many voters as possible. The database essentially tracks voter habits in the same ways that companies like Visa track consumer spending habits. The Republican National Committee's database is called Voter Vault. The Democratic National Committee effort is called VoteBuilder. A parallel Democratic effort is being developed by Catalist, a $9 million initiative headed by Harold Ickes, while the leading non-partisan database is offered by Aristotle.The databases contain specific information about a particular voter (party affiliation, frequency of voting, contributions, volunteerism, etc.) with other activities and habits available from commercial marketing vendors such as Acxiom, Dun & Bradstreet, Experian Americas, and InfoUSA. Such personal information is a "product" sold to interested companies. These data are particularly illuminating when portrayed through a Geographic Information System (GIS), where trends based on location can be mapped alongside dozens or hundreds of other variables. This geographic depiction also makes it ideal for volunteers to visit potential voters (armed with lists in hand, laid out in the shortest route - much like how FedEx and UPS pre-determine delivery routes).
These databases are then mined to identify issues important to each voter and whether that voter is more likely to identify with one party or another. Political information is obviously important here, but consumer preferences can play a role as well. Individual voters are then put into groups on the basis of sophisticated computer modeling. Such groups have names like "Downscale Union Independents", "Tax and Terrorism Moderates," and "Older Suburban Newshounds."
Once a multitude of voting groups is established according to these criteria and their minute political differences, then the tailored messages can be sent via the appropriate means. While political parties and candidates once prepared a single television advertisement for general broadcast nationwide, it is now not at all uncommon to have several dozen variations on the one message, each with a unique and tailored message for that small demographic sliver of the voting public. This is the same for radio advertisement, direct mail, email, as well as stump speeches and fundraising events.
References
See also
External links
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