inspire 2014 – deep root analytics: leveraging big data & advanced analytics in politics
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#inspire14
DeepRoot Analytics
CentraForce
Disrupting Traditional Advertising
by Leveraging BIG DATA
& Advanced Analytics in Politics
Sara Fagen
Co-Founder
Deep Root Analytics
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Credits to NASA Picture Credit: NASA
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Credits to NASA Picture Credit: NASA
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Of votes cast in the 15 target states,
8% >70% Republican Precincts
12% >70% Democratic Precincts
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Of votes cast in the 15 target states,
8% >70% Republican Precincts
12% >70% Democratic Precincts
4% Advantage
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80% likely
to vote for
Obama.
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56% Likely
GOP Voter
Male - 56%
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59% Likely
GOP Voter
Male - 56%
50 Years Old - 59%
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63% Likely
GOP Voter
White - 63%
Male - 56%
50 Years Old - 59%
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68% Likely
GOP Voter
SUV Owner - 68%
White - 63%
Male - 56%
50 Years Old - 59%
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Likely
GOP Voter 85% Likely
GOP Voter
Bible Owner - 85%
SUV Owner - 68%
White - 63%
Male - 56%
50 Years Old - 59%
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89% Likely
GOP Voter
Louisianan - 89%
Bible Owner - 85%
SUV Owner - 68%
White - 63%
Male - 56%
50 Years Old - 59%
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Business Professional - 94%
94% Likely
GOP Voter
Louisianan - 89%
Bible Owner - 85%
SUV Owner - 68%
White - 63%
Male - 56%
50 Years Old - 59%
#inspire14 DeepRoot Analytics
Louisianan
Bible Owner
White
Business Professional
SUV Owner
Male
50 Years Old
17
0% Likely
GOP Voter
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Business Professional
SUV Owner
Male
50 Years Old
Art Enthusiast
Black
Californian
18
12% Likely
GOP Voter
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Total Votes
Cast For
President Bush:
634,373
GOP Mail/
Phone
Universe:
227,749
Reliable
Republican
Universe:
368,241
Suspect
Republican
Universe:
146,411
Unreliable
Republican
Universe:
201,048
715,700
2000
2004
IOWA
Difference in Republican Universes between 2000 & 2004
2,337,288
Total Votes
Cast For
President Bush:
2,351,209
GOP Mail/
Phone
Universe:
946,613
Reliable
Republican
Universe:
1,363,314
Suspect
Republican
Universe:
333,837
Unreliable
Republican
Universe:
640,137
2000
2004
OHIO
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IOWA Difference: 10,059
OHIO Difference: 118,601
0.7%
2.1%
2.6%
0.8%
NEVADA Difference: 21,500
NEW MEXICO Difference: 5,988
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IN 2004 SINCE 2004:
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$70 BILLION
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FPO
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GENDER AGE ETHNICITY
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YOUR TARGETS
GENDER: 49% Male, 51% Female
AGE: 9% 18-29, 24% 30-44, 42% 45-64, 26% 65+
INCOME: 16% below median, 33% at median, 51% above median
EDUCATION: 41% no college education, 59% college +
RACE: 82% white, 9% Hispanic, 9% other
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YOUR DEMOGRAPHIC TARGETS
White 30-44 year old women, college educated,
above median income.
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YOUR DEMOGRAPHIC TARGETS
BUT, only 23% of this demo is your target, AND these
people are only 7% of your total target universe.
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WHICH WOULD YOU RATHER TARGET?
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Netw
ork
s
Quality
Q
uality
Quantity
GOTV MID
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Netw
ork
s
Quality
Q
uality
Quantity
GOTV MID
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Netw
ork
s
Quality
Q
uality
Quantity
Persuadable
39
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Netw
ork
s
Quality
Q
uality
Quantity
Persuadable
40
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Custom ratings for the
campaign’s targets allow them
to break out of the Nielsen
straightjacket and find otherwise
hidden efficiencies.
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REPU
BLIC
AN
S
DEM
OC
RA
TS
SW
ING
VO
TER
S
INFLU
EN
TIA
LS
YO
UN
G L
IBER
TA
RIA
NS
PR
O 2
ND A
MEN
DM
EN
T
AN
Y T
AR
GET
YO
U W
AN
T
Media can now be segmented
in the same way you segment your
mail, phones and all other direct
contact…
…and we can shift the buying
process from a network/show
centric model to an audience
centric one, allowing you to buy the
audience, not the network.
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10
20
30
40
50
60
70
80
EST
#G
RPS
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OBAMA: Distribution of Creative (Last 72 Hours)
Tough Luck
Won’t Say
The Cheaters
The Question 60
Guide
WEST PALM BEACH
Tough Luck
Women Speak
Crisis
The Question 60
RENO
Guide
Tough Luck
Won’t Say
Heavy Load
The Question 60
TOLEDO
Women Speak
Crisis
Tough Luck
Children
The Question 60
WASHINGTON, DC
De Eso Nada Sp
Women Speak
Crisis
Heavy Load
Experience
The Question 60
Won’t Say
Heavy Load
YOUNGSTOWN
The Cheaters
Guide
The Question 60
Won’t Say
CINCINNATI
The Cheaters
Guide
The Question 60
Promises
FT. MEYERS
Children
The Question 60
The Same
Heavy Load
GRAND JUNCTION
Tough Luck
Women Speak
Crisis
CLEVELAND
Won’t Say
Heavy Load
Won’t Say
De Eso Nada Sp
DENVER
The Question 60
Women Speak
Crisis
Get Real Mitt
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Rate Card
& Custom Ratings =
More Efficient Buys
#inspire14 DeepRoot Analytics
Rate Card
& Custom Ratings =
More Efficient Buys
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#inspire14 DeepRoot Analytics
Rate Card
& Custom Ratings =
More Efficient Buys
47
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•Purple shows coverage of a radio station
(signal coverage) for Apathetic Democrats in
Arizona
•Blue are those Apathetic Democrats that will
not hear a campaign / other message
because not covered by signal
•There are still a number of Apathetic
Democrats who would need another media
type to deliver a Campaign message
Station / Station Owner
Radio Coverage: Apathetic Democrats Arizona Various Rock Formats (Classic, Mainstream, etc)
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•Purple shows coverage of a radio station
(signal coverage) for Apathetic Democrats
in Florida
•Blue are those Apathetic Democrats
listening various rock formats that will not
hear a campaign / other message because
not covered by signal
•By making a buy on these particular
stations, you’d have a majority of Apathetic
Democrats covered
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Radio Coverage: Apathetic Democrats Florida Various Rock Formats (Classic, Mainstream, etc)
Station / Station Owner
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Advocacy
Segment by key factors like social media
connections and lifestyle.
Ability to drill down to the individual
level to identify the our strong
advocates, super connectors and key
influencers by analyzing their social
actions and habits online.
Create a profile of “look a like”
supports to identify potential advocates.
Reach specific audiences by looking at
their habits online; interests, activities,
Pages they like, purchase behavior, brands
they follow, device usage and more.
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ADVOCATE DATABASE: OVERVIEW AND INSIGHTS
1 1
EVERYONE & EVERY PLACE IN
AMERICA benchmarks
demographics
behaviors
segmentation
DEVELOPMENT DATASETS
ABA
licensed
CentraForce
DATASETS
Advocacy email and direct mail records
AUDIENCE CRITERIA: CONSUMER
Matched profile of consumer advocates
Feel strongly about an issue to participate/protest
Moderate to heavy soda drinkers (1+ soda/day)
Socially engaged at leadership levels
AUDIENCE CRITERIA: WORKPLACE
Matched profile of workplace advocates
Work in food and beverage products and services
Moderate to heavy soda drinkers (3+ soda/day)
Feel strongly about an issue to participate/protest
Simmons National Consumer Study, Experian,
Dunn & Bradstreet and Alteryx, Scarborough
ABA Database Audience Profiles
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8.5 MM Existing and Potential ABA Consumer Advocates
ADVOCATE DATABASE: OVERVIEW AND INSIGHTS
ABA Advocate data file
Consumer advocates feel strongly enough about an issue to
participate/protest. Moderate to heavy soda drinkers (1+
soda/day). Socially engaged at leadership levels.
Workplace advocates work in food and beverage products
and services. Moderate to heavy soda drinkers (3+ soda/day).
Feel strongly enough about an issue to participate/protest.
Potential ABA Advocates
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ABA Conscious Consumer
ADVOCATE DATABASE: OVERVIEW AND INSIGHTS
46% Female 54% Male
45% Republican (152 index)
33% Democrat (83 Index)
13% Independent (99 index)
9% Other (135 Index)
% HH Income
•Less than $20,000 10.0%
•$20–49,999 25.0 %
•$50-74,999 21.0 %
•$75-99,999 11.8 %
•$100-149,999 18.0 %
•$150-249,999 7.0 %
•$250 k or more 5.0 %
•* Remaining 2.2%: did not respond to question
18-34 29%
35-49 27%
50+ 44%
Age Groups
1-3 Children in the House 48% Married
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ADVOCATE DATABASE: OVERVIEW AND INSIGHTS ABA Conscious Consumer
Daring and adventuresome with the
ability to be refined, the Conscious
Consumer is a master at adapting
the presentation of the self.
Fast food fits both their budget and
their lifestyle. They try to pick up
healthier items off the menu but
will also add in a few treats.
They are exceptionally
opinionated and relish the
role of leader. Look for this
audience to take the lead in sharing
the latest information with their friends.
A glowing screen commands
a great deal of their attention
throughout the day - their
cellphones & TV are their
top devices.
Conscious
Consumers
Behaviors
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ABA Workplace - Community Cultivators
ADVOCATE DATABASE: OVERVIEW AND INSIGHTS
43% Married
49% Female 51% Male
% HH Income
•Less than $20,000 9.0%
•$20–49,999 23.8 %
•$50-74,999 20.3 %
•$75-99,999 11.8 %
•$100-149,999 19.4 %
•$150-249,999 9.4 %
•$250 k or more 6.3 %
• 18-34 49 %
• 35-49 21 %
• 50+ 30 %
Age Groups
17% been at current job for 11 years or more 27% been at current job less than one year
65% own their own homes
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ADVOCATE DATABASE: OVERVIEW AND INSIGHTS
Community Cultivators say they’re witty,
charming and quick to laugh. They enjoy
making others feel the same way. Spending
time with family and friends is a good
way to unwind after a long week.
Calories are never counted if you’re
dining with the Community Cultivator.
Food is for savoring and enjoying.
You only live once!
These advocates have a casual
approach to speaking up on issues
that makes everyone feel invited to
share their own opinions and join in.
Movies and television are
where this audience goes to
unwind, stay informed and be
entertained. Newspapers and social
media as places to express opinions and
learn more about topics and community
happenings.
Community
Cultivators
Behaviors
ABA Workplace - Community Cultivators
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Thank you
DeepRoot Analytics
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