The Power of Big Data and Psychographics | 2016 Concordia Annual Summit

Summary

Alexander, CEO of Nix, discusses the transformative role of big data and psychographics in political campaigns, specifically Senator Cruz's primary campaign. He emphasizes the shift from traditional demographic targeting to a focus on personality traits using the ocean model. By employing data analytics, Cruz's team tailored messages to specific audience segments, enhancing voter persuasion and turnout. This strategic use of behavioral insights and data-driven communication allowed Cruz to rise significantly in popularity, showcasing the future of targeted electoral strategies.

Takeaways

• 😀 Ted Cruz was initially a less popular candidate with low name recognition in a competitive Republican primary field.
• 😀 Behavioral science plays a crucial role in understanding voter psychology, moving beyond traditional demographic segmentation.
• 😀 Psychographics, which analyze personality traits, are more effective in targeting voters than demographics alone.
• 😀 The OCEAN model (openness, conscientiousness, extroversion, agreeableness, neuroticism) helps predict personality traits of voters.
• 😀 Tailored messaging based on personality traits can significantly influence voter behavior and preferences.
• 😀 Big data aggregates multiple data points, including consumer habits and attitudes, to create detailed audience profiles.
• 😀 Data analytics enables campaigns to pinpoint specific voter segments that require targeted persuasion messages.
• 😀 Addressable advertising technology allows campaigns to deliver personalized ads to individuals based on their data profiles.
• 😀 The effectiveness of advertising has shifted from mass communication to highly targeted, individualized approaches.
• 😀 Cruz's campaign successfully utilized data-driven strategies, contributing to his rise in support during the primary.

Q & A

What key methodologies did the Cruz campaign use to enhance its success?

The Cruz campaign utilized behavioral science, data analytics, and addressable ad technology to effectively target and persuade voters.

How did the Cruz campaign define psychographics, and why are they important?

Psychographics refer to understanding personality traits that drive behavior, which are crucial for crafting messages that resonate more effectively with voters than traditional demographic segmentation.

What is the ocean model mentioned in the presentation?

The ocean model is a framework that measures personality traits based on Openness, Conscientiousness, Extroversion, Agreeableness, and Neuroticism, allowing for targeted messaging in campaigns.

How did the campaign use data analytics in communication?

The campaign aggregated numerous individual data points to inform its creative messaging, allowing for tailored approaches rather than relying on traditional mass communication.

What does big data encompass in the context of political campaigns?

Big data includes the aggregation of demographic, geographic, psychographic, and behavioral data to create a comprehensive profile of potential voters.

Can you explain the significance of the data dashboard used in the Iowa caucus?

The data dashboard helped campaign managers identify voter segments based on partisanship and likelihood to turn out, enabling more precise targeting and persuasive messaging.

What role does addressable ad technology play in modern campaigning?

Addressable ad technology allows campaigns to deliver personalized advertisements to individuals based on their data, moving away from blanket advertising to targeted communications.

How did the Cruz campaign's strategy impact its standing in the Republican primaries?

By effectively utilizing behavioral insights and data analytics, the Cruz campaign improved its popularity from under 5% to over 35%, becoming a significant contender.

What are the implications of the shift from mass communication to individualized advertising?

This shift means voters receive messages that are directly relevant to their interests and behaviors, enhancing the effectiveness of political advertising.

What were the overall results of applying these methodologies in the Cruz campaign?

The application of these methodologies resulted in a notable increase in Cruz's support and a stronger competitive position against other candidates in the primary race.