Thursday, September 5, 2013

How to win election with a handful of votes

To be precise, a group of just 632,650 voters out of over 14+ million registered  voters (representing 4.3% of voting population), will decide the outcome of 2013 federal election. This is the conclusion based on the analysis undertaken by Torque Data, a direct marketing consultancy. Media commentators have already declared that the result is a forgone conclusion but the company took the effort to work out who are the real deciders in this election by applying some common customer analysis techniques - as used every day by marketers of goods and services. The point Torque Data is making is quite simple - those who can swing this group of voters towards their cause can win the election.

The researchers concluded that “the deciders” are the people who vote in the marginal polling booths within the marginal seats. There are only 19 marginal seats out of 150. By incorporating and analysing data from RDA Research (geodemographics), Australian Online Research (primary research), proprietary spatial interaction models, Nielsen Consumer and Media View, they were able to define the total size of this target group, pinpointing its socio-economic characteristics, geographic location as well as media preferences to communicate the message through.

It turns out that reaching this market could be quite easy by concentrating on free-to-air television and homemaker shows such as Better Homes and Gardens and Gardening Australia, crime shows such as CSI and NCIS and The Footy Show. If the message is right, you have the election result in the bag (but working out appropriate message would be best left to the advertising experts).

This is a good showcase which demonstrates the power of big data analytics, including spatial, in identifying key customer segments, and ultimately, in optimising resources for precise targeting of communication about products and services. In other words, how to outsmart the competition if you can’t win in a direct battle…



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