Cover Story: The Direct Marketing Election
The quality of the underlying data increases when large numbers of people across multiple campaigns and organizations are all using the same database, says St. George. If any one user makes an important change about a particular voter, everyone who uses the system can immediately see that information.
"It simply makes campaigns more efficient," St. George says. "They don't waste time communicating with people who are no longer eligible voters, even though the secretary of state may not have recorded that yet. But we'll have that information in our system."
Retargeting and Web Behavior
AdRoll in San Francisco is a firm that performs retargeting services for the Obama campaign, according to the Federal Election Commission (FEC) website. "Retargeting allows a political campaign—for example, the Obama campaign—to utilize its first-party website data to show highly personalized messaging and advertising to site visitors," says AdRoll President Adam Berke. "It's easy to segment by interests, as well. AdRoll has the ability to layer on geographic targeting, even down to congressional voting district."
Although Berke is "not at liberty" to share how the firm performs its Facebook Exchange services, he is able to explain how AdRoll generally leverages first-party data on any candidate website for its retargeting efforts: "First-party data is generated by a user visiting a particular site for a cause, product or campaign," Berke says. "It reflects the highest degree of intent, because we know the users already visited that page. And, because they visited that page, users are hopefully more likely to be advocates and donate and vote."