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Aug 14, 2015 4:12 PM

Data analysis of voters

The ability to crunch large quantities of data and to analyze the results provides a new tool in the campaign quiver. President Barack Obama's campaign is credited with making very effective use of data analytics in 2012.

The goal is to target and even micro-target campaign and fundraising messages where they have the most impact, including tailoring messages to specific issues that mean a lot to certain groups of voters. This involves culling data from everything from voter registration rolls to social media use to television habits.

Data analysis is important but you need to do more.

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