inspire 2014 – deep root analytics: leveraging big data & advanced analytics in politics

#inspire14

DeepRoot Analytics

CentraForce

Disrupting Traditional Advertising

by Leveraging BIG DATA

& Advanced Analytics in Politics

Sara Fagen

Co-Founder

Deep Root Analytics

#inspire14 DeepRoot Analytics 2


Credits to NASA Picture Credit: NASA


Of votes cast in the 15 target states,

8% >70% Republican Precincts

12% >70% Democratic Precincts


Of votes cast in the 15 target states,

8% >70% Republican Precincts

12% >70% Democratic Precincts

4% Advantage


80% likely

to vote for

Obama.


56% Likely

GOP Voter

Male - 56%


59% Likely

GOP Voter

Male - 56%

50 Years Old - 59%


63% Likely

GOP Voter

White - 63%

Male - 56%

50 Years Old - 59%


68% Likely

GOP Voter

SUV Owner - 68%

White - 63%

Male - 56%

50 Years Old - 59%


Likely

GOP Voter 85% Likely

GOP Voter

Bible Owner - 85%

SUV Owner - 68%

White - 63%

Male - 56%

50 Years Old - 59%


89% Likely

GOP Voter

Louisianan - 89%

Bible Owner - 85%

SUV Owner - 68%

White - 63%

Male - 56%

50 Years Old - 59%


Business Professional - 94%

94% Likely

GOP Voter

Louisianan - 89%

Bible Owner - 85%

SUV Owner - 68%

White - 63%

Male - 56%

50 Years Old - 59%

#inspire14 DeepRoot Analytics

Louisianan

Bible Owner

White

Business Professional

SUV Owner

Male

50 Years Old

17

0% Likely

GOP Voter


Business Professional

SUV Owner

Male

50 Years Old

Art Enthusiast

Black

Californian

18

12% Likely

GOP Voter


Total Votes

Cast For

President Bush:

634,373

GOP Mail/

Phone

Universe:

227,749

Reliable

Republican

Universe:

368,241

Suspect

Republican

Universe:

146,411

Unreliable

Republican

Universe:

201,048

715,700

2000

2004

IOWA

Difference in Republican Universes between 2000 & 2004

2,337,288

Total Votes

Cast For

President Bush:

2,351,209

GOP Mail/

Phone

Universe:

946,613

Reliable

Republican

Universe:

1,363,314

Suspect

Republican

Universe:

333,837

Unreliable

Republican

Universe:

640,137

2000

2004

OHIO


IOWA Difference: 10,059

OHIO Difference: 118,601

0.7%

2.1%

2.6%

0.8%

NEVADA Difference: 21,500

NEW MEXICO Difference: 5,988


IN 2004 SINCE 2004:


$70 BILLION


FPO


GENDER AGE ETHNICITY


YOUR TARGETS

GENDER: 49% Male, 51% Female

AGE: 9% 18-29, 24% 30-44, 42% 45-64, 26% 65+

INCOME: 16% below median, 33% at median, 51% above median

EDUCATION: 41% no college education, 59% college +

RACE: 82% white, 9% Hispanic, 9% other


YOUR DEMOGRAPHIC TARGETS

White 30-44 year old women, college educated,

above median income.


YOUR DEMOGRAPHIC TARGETS

BUT, only 23% of this demo is your target, AND these

people are only 7% of your total target universe.


WHICH WOULD YOU RATHER TARGET?


31


32


33


34


35


Netw

ork

s

Quality

Q

uality

Quantity

GOTV MID


Netw

ork

s

Quality

Q

uality

Quantity

Persuadable

39


Netw

ork

s

Quality

Q

uality

Quantity

Persuadable

40


Custom ratings for the

campaign’s targets allow them

to break out of the Nielsen

straightjacket and find otherwise

hidden efficiencies.


REPU

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DEM

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SW

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VO

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INFLU

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TIA

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YO

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IBER

TA

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NS

PR

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ND A

MEN

DM

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AR

GET

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Media can now be segmented

in the same way you segment your

mail, phones and all other direct

contact…

…and we can shift the buying

process from a network/show

centric model to an audience

centric one, allowing you to buy the

audience, not the network.


0

10

20

30

40

50

60

70

80

EST

#G

RPS

44

OBAMA: Distribution of Creative (Last 72 Hours)

Tough Luck

Won’t Say

The Cheaters

The Question 60

Guide

WEST PALM BEACH

Tough Luck

Women Speak

Crisis

The Question 60

RENO

Guide

Tough Luck

Won’t Say

Heavy Load

The Question 60

TOLEDO

Women Speak

Crisis

Tough Luck

Children

The Question 60

WASHINGTON, DC

De Eso Nada Sp

Women Speak

Crisis

Heavy Load

Experience

The Question 60

Won’t Say

Heavy Load

YOUNGSTOWN

The Cheaters

Guide

The Question 60

Won’t Say

CINCINNATI

The Cheaters

Guide

The Question 60

Promises

FT. MEYERS

Children

The Question 60

The Same

Heavy Load

GRAND JUNCTION

Tough Luck

Women Speak

Crisis

CLEVELAND

Won’t Say

Heavy Load

Won’t Say

De Eso Nada Sp

DENVER

The Question 60

Women Speak

Crisis

Get Real Mitt


Rate Card

& Custom Ratings =

More Efficient Buys


Rate Card

& Custom Ratings =

More Efficient Buys

46


Rate Card

& Custom Ratings =

More Efficient Buys

47


•Purple shows coverage of a radio station

(signal coverage) for Apathetic Democrats in

Arizona

•Blue are those Apathetic Democrats that will

not hear a campaign / other message

because not covered by signal

•There are still a number of Apathetic

Democrats who would need another media

type to deliver a Campaign message

Station / Station Owner

Radio Coverage: Apathetic Democrats Arizona Various Rock Formats (Classic, Mainstream, etc)


•Purple shows coverage of a radio station

(signal coverage) for Apathetic Democrats

in Florida

•Blue are those Apathetic Democrats

listening various rock formats that will not

hear a campaign / other message because

not covered by signal

•By making a buy on these particular

stations, you’d have a majority of Apathetic

Democrats covered

49

Radio Coverage: Apathetic Democrats Florida Various Rock Formats (Classic, Mainstream, etc)

Station / Station Owner


Advocacy

Segment by key factors like social media

connections and lifestyle.

Ability to drill down to the individual

level to identify the our strong

advocates, super connectors and key

influencers by analyzing their social

actions and habits online.

Create a profile of “look a like”

supports to identify potential advocates.

Reach specific audiences by looking at

their habits online; interests, activities,

Pages they like, purchase behavior, brands

they follow, device usage and more.


ADVOCATE DATABASE: OVERVIEW AND INSIGHTS

1 1

EVERYONE & EVERY PLACE IN

AMERICA benchmarks

demographics

behaviors

segmentation

DEVELOPMENT DATASETS

ABA

licensed

CentraForce

DATASETS

Advocacy email and direct mail records

AUDIENCE CRITERIA: CONSUMER

Matched profile of consumer advocates

Feel strongly about an issue to participate/protest

Moderate to heavy soda drinkers (1+ soda/day)

Socially engaged at leadership levels

AUDIENCE CRITERIA: WORKPLACE

Matched profile of workplace advocates

Work in food and beverage products and services

Moderate to heavy soda drinkers (3+ soda/day)

Feel strongly about an issue to participate/protest

Simmons National Consumer Study, Experian,

Dunn & Bradstreet and Alteryx, Scarborough

ABA Database Audience Profiles

#inspire14 DeepRoot Analytics 52 2

8.5 MM Existing and Potential ABA Consumer Advocates


ABA Advocate data file

Consumer advocates feel strongly enough about an issue to

participate/protest. Moderate to heavy soda drinkers (1+

soda/day). Socially engaged at leadership levels.

Workplace advocates work in food and beverage products

and services. Moderate to heavy soda drinkers (3+ soda/day).

Feel strongly enough about an issue to participate/protest.

Potential ABA Advocates


ABA Conscious Consumer


46% Female 54% Male

45% Republican (152 index)

33% Democrat (83 Index)

13% Independent (99 index)

9% Other (135 Index)

% HH Income

•Less than $20,000 10.0%

•$20–49,999 25.0 %

•$50-74,999 21.0 %

•$75-99,999 11.8 %

•$100-149,999 18.0 %

•$150-249,999 7.0 %

•$250 k or more 5.0 %

•* Remaining 2.2%: did not respond to question

18-34 29%

35-49 27%

50+ 44%

Age Groups

1-3 Children in the House 48% Married


ADVOCATE DATABASE: OVERVIEW AND INSIGHTS ABA Conscious Consumer

Daring and adventuresome with the

ability to be refined, the Conscious

Consumer is a master at adapting

the presentation of the self.

Fast food fits both their budget and

their lifestyle. They try to pick up

healthier items off the menu but

will also add in a few treats.

They are exceptionally

opinionated and relish the

role of leader. Look for this

audience to take the lead in sharing

the latest information with their friends.

A glowing screen commands

a great deal of their attention

throughout the day - their

cellphones & TV are their

top devices.

Conscious

Consumers

Behaviors


ABA Workplace - Community Cultivators


43% Married

49% Female 51% Male

% HH Income

•Less than $20,000 9.0%

•$20–49,999 23.8 %

•$50-74,999 20.3 %

•$75-99,999 11.8 %

•$100-149,999 19.4 %

•$150-249,999 9.4 %

•$250 k or more 6.3 %

• 18-34 49 %

• 35-49 21 %

• 50+ 30 %

Age Groups

17% been at current job for 11 years or more 27% been at current job less than one year

65% own their own homes



Community Cultivators say they’re witty,

charming and quick to laugh. They enjoy

making others feel the same way. Spending

time with family and friends is a good

way to unwind after a long week.

Calories are never counted if you’re

dining with the Community Cultivator.

Food is for savoring and enjoying.

You only live once!

These advocates have a casual

approach to speaking up on issues

that makes everyone feel invited to

share their own opinions and join in.

Movies and television are

where this audience goes to

unwind, stay informed and be

entertained. Newspapers and social

media as places to express opinions and

learn more about topics and community

happenings.

Community

Cultivators

Behaviors

ABA Workplace - Community Cultivators

#inspire14

Thank you

DeepRoot Analytics

inspire 2014 – deep root analytics: leveraging big data & advanced analytics in politics

Technology

heavy soda drinkers

workplace advocates work

gop voter louisianan

gop voter male

apathetic democrats

question 60 wont

3 soda day

president bush