August 4th 2010

Data Are Not Information

“Data are not information.”  So writes Jeff Stanger in a recent blog post that really struck a nerve here at TargetPoint.  He writes: 

“Data and information are not synonyms.  Data only have the potential to inform.  They are half the equation.  Information equals data plus communication.”

The fact is data are dumb.  There is nothing inherently smart, useful or insightful about data, but they are the raw material of information and knowledge; a necessary precondition that, once manipulated by an information craftsman, becomes something useful.  

The problem many campaigns face is that they are, to quote Stanger’s article again, “awash in data, but barely wet with information.”  

It is, unfortunately, an important but frequently overlooked distinction, and one that the TargetPoint team strives to make in its work...

Read the full post
July 26th 2010

eHarmony is MicroTargeting for your Lovelife

Millions of people use internet dating sites in hopes of finding that special someone, yet the actual inner workings of these sites remain somewhat mysterious. How can a mindless computer predict something as complex and personal as partner compatibility? Surely, the essence of love can never be expressed in binary.

However, innovative sites like eHarmony are getting close. Unlike some online dating tools, eHarmony doesn’t simply collect your hobbies and interests and match you with someone who input similar answers. Unfortunately, a shared appreciation for the Beatles and a golf interest does not necessitate a happy couple. 

How does eHarmony do this and what does it have to do with MicroTargeting?

Read the full post
July 13th 2010

Pandora is MicroTargeting For Your Music

Pandora is one of the most popular and innovative music sites out there. By simply typing in the name of a song or artist you like, Pandora will instantly play back a song with corresponding musical traits. Basically, it takes a song you already like, and spits back another song it thinks you would like. 

How does Pandora do this, and what does it have to do with MicroTargeting...

Read the full post
July 5th 2010

White House Salaries

The White House, as required by federal law, has released their annual report to Congress on the salaries of White House staffers.  For the second time, this data has been released as a downloadable, machine readable CSV file.  Because of this I was able to link it back to the previous year’s data.  This means we can see who got raises and promotions.  Here’s a very quick data dump of what I found:

Read the full post
June 11th 2010

MicroTargeting for Political Campaigns

MicroTargeting is a tool for candidates,and campaigns that helps to answer their most fundamental questions: Who supports my candidate? Where do I find them? How do I persuade others to support my candidate? When should I talk to them? Who should my messenger be? When done right, MicroTargeting answers each of these questions and does it in ways traditional targeting cannot. 

The process works at the crossroads of three related disciplines...

Read the full post
Subscribe rssicon.gif


MicroTargeting is advanced market segmentation at the individual level, which answers the most fundamental marketing questions. Learn More


How can I find and mobilize supporters of my cause?

TargetPoint Consulting engaged with a global energy company to help them identify and mobilize Long Island citizens in support of the development of a processing terminal off the Eastern Coast of the United States.

How do I find the votes I need to win?

In 2004, TargetPoint engaged with a United States Senate candidate who ran what many considered a “perfect” campaign for the United States Senate in 2002 – yet he came up a tiny handful of votes short.

How can I find people to join a grassroots membership organization?

TargetPoint Consulting engaged with a Fortune 25 company to help them identify and mobilize senior citizens who agreed with the company’s stance on various issues for communication, education and motivation.

Read More Case Studies >>


The world of MicroTargeting is fast-paced. Keep up to date with the latest news, trends and analyses with TargetPoint’s regular email newsletters.