The Information Arms Race
TargetPoint’s MicroTargeting work was recently featured by GOOD Magazine as part of their Data Issue in “The Information Arms Race.” The article dives into many of the specifics behind the use of data, analytics, and predictive modeling in political campaigns with the help of an in-depth interview with TargetPoint CEO Alex Gage:
A candidate is the “product,” a voter the “customer” [says Gage]. A young woman opens up her laptop, goes online and starts clicking away—a common-enough act, but one that Gage understands as something more. He jerks his finger at her. “You see what she’s doing? She’s giving off data exhaust.” The digitized record of a virtual life, data exhaust is composed of valuable bits of information about our habits and preferences. And it may help determine the country’s next president.
Political candidates, campaigns and causes are realizing that their data is a strategic asset that can be leveraged towards an electoral win: “Now, a data strategy is as necessary as a television strategy, and each campaign is an information arms race.”
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