From Campaigns & Elections:
Let’s think more deeply about where data-driven politics is really catching on: Targeting and field. Not coincidentally, both areas are already havens for data nerds.
Direct mail mavens have been using voter files and consumer databases to target messaging and fundraising appeals for decades and data-targeting online ads is a natural extension of that mindset and skillset. Likewise with grassroots, since field organizers are consumed by numbers related to canvassing and its results. Walk-lists, after all, come from a database, and voter contacts yield plenty of information ripe for tabulation and analysis.
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