February 16, 2004

Data Mining with Voter Information

Jon Gertner has written a useful article on combining voter databases with other profiles:

So who are they? Where are they? Are they rich, with three kids and a jumbo mortgage? Do they own fly rods and drive minivans? Do they go to church or temple? And maybe most important, who among them has never voted, or rarely voted, or voted in ways that may deserve the special status of swing voter? To do the job right, of course, to really win this thing, you've got to find them, woo them and get them to the polls. Where to start?

These days, the first stop is a comprehensive database of U.S. voters. There are fewer than half a dozen of them. One, named Voter Vault, belongs to the Republican National Committee; another, named Datamart, belongs to the Democratic National Committee. Over the past few years, thanks to technological advances and an escalating arms race between the parties, Republicans and Democrats have gone to great lengths to make campaigning more like commercial marketing. Moreover, both parties have begun to sort through their troves of information in order to identify and then court individual voters.

The result: direct mail and phone calls during the election season...

Posted by James Zellmer at February 16, 2004 10:36 PM | Subscribe to this site via RSS:
Posted to Politics