Case Studies

2014 Case Study

Texans for Greg Abbott Randomized Controlled Experiment Measuring the Impact of Targeted TV

Overview: Deep Root worked with independent academics to conduct a randomized controlled field experiment to test each form of voter contact. The test was designed to assess the impact of the campaign’s media buy…

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2014 Case Study

Making Competitive Data Smarter

Overview: Nearly every political campaign relies on competitive spending – how much opponents and allies have placed on future media buys – to project the impact of those buys on the electorate. This traditional method uses a single cost-per-point measure derived from Nielsen data that is applied across every network in a single market.

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2014 Case Study

McConnell Senate Committee ‘14 Integrating TV Targeting & Social Media

Overview: Mitch McConnell’s re-election campaign in 2014 invested heavily in targeting key voters and applied that targeting across all forms of voter contact, from mail to digital to television advertising.

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2014 Case Study

How Media Buys Change Before & After Deep Root

Overview: August of 2014, Sen. Mitch McConnell’s reelection team began working with Deep Root Analytics to produce custom ratings on four key target audiences in all 10 media markets that reach Kentucky voters. By September 1, Deep Root’s data was fully integrated into the buy team’s software and all future buys were placed using

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2014 Case Study

Custom DRA Ratings Effectiveness in KY Senate Race

Overview: In early 2014, Deep Root Analytics was retained by a Super PAC to inform its advertising strategy on behalf of Mitch McConnell in the high stakes Kentucky Senate Race. The targeting project used the campaign’s custom voter targets across all DMAs in Kentucky. In an effort to quantify the impact of the targeted television

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2014 Case Study

Texans for Greg Abbott Comparing Targeted and Non-Targeted TV Buys

Overview: Deep Root Analytics was retained by the Greg Abbott campaign in Texas to assist them in media research, planning and analytics. In order to quantify the difference made by using Deep Root’s proprietary TV targeting platform, which includes primary data sources from set-top box data and secondary media consumption sources, we partnered with

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