Targeting voters

In the highly charged political climate of 2008, the importance of using technology to analyze huge amounts of information to move a campaign forward is apparent.

Political organizations are analyzing information on voter files, election returns and demographic data to get their message across to the right people. According to SPSS, a provider of predictive analytics software, such analysis helps organizations target potential supporters, identify undecided voters and ensure that people vote on election day.

Campaign strategists also use the data to persuade voters by identifying and communicating the right message to them. The message can be delivered, for example, through personalized direct mailings, phone calls or door-to-door canvassing.

Strategic Telemetry, a Washington, D.C.-based political consulting service and SPSS customer, provides strategic advice and voter targeting services. Ken Strasma, president of the company, says, "Public interest in recent elections has skyrocketed, and voters increasingly want to be more engaged and informed on all points of the candidacy. Campaigns that strategically use predictive analytics to effectively analyze and target an undecided voter are far more effectively providing them with messages on issues they care about."

The Southern Politics Information Network (SPIN) uses SPSS’ software in its consulting services for political campaigns. Carl Clark, executive director of SPIN in Charlotte, N.C., says, "As many seasoned political experts have witnessed, it is entirely possible for a precinct’s population to radically differ from one political cycle to the next. Political campaigns are most successful through analysis and targeting potential of undecided voters. It’s like having a treasure map when others may be just digging in the sand, hoping to hit pay-dirt."