Tuesday, March 15, 2016

How Clinton Leads Trump in the Data Game

Targeted voter data and analytics are key to winning for political campaigns and causes today. So, who has the better data armory among the warring presidential hopefuls? Advertising Age magazine recently addressed the issue by comparing Democrat front-runner Hillary Clinton and Republican primary leader Donald Trump in terms of operations, spending and expert support. Political analysts give the Democrats an edge operationally, coming out of the two data-centric Obama campaigns with a sophisticated data-gathering operation that can target voters in swing states. In terms of dollars spent, the Federal Election Commission shows the Clinton campaign pays about $10,000 a month to a top data staffer, co-founder of data firm BlueLabs, and about the same amount combined per month for two additional staffers, plus Clinton has spent around $82,000 with NGP VAN, a Democratic voter data firm, since last October. In contrast, Trump waited until January to hire two "low-profile" former Republican National Committee data strategists, per Politico reporting. But he has brought data consultants on board, too, spending $240,000 with the political data firm L2 and about $18,000 with NationBuilder, a voter file management platform. The candidates will also joust with media buys based on data analytics, and Clinton has outspent Trump for data-enhanced media agency buys so far, shelling out $9.6 million to TV firm GMMB and $745,000 to digital agency Bully Pulpit in February. Of course, spending is not the only measure of strength in the data arena. Staff expertise and experience counts, and Clinton may have the advantage there, opined political analysts. While Clinton is sure to gather former Obama data veterans and agencies if she wins nomination, Trump may struggle to attract similar data expertise from the Republican side given the #NeverTrump movement. For more: http://adage.com/article/datadriven-marketing/clinton-trump-match-data-arena/302989/

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