News & Insights

Jan 28, 2015

Big Data Remakes Texas Campaign Ad Spend

Author: deeproot_adminWhen Republican Greg Abbott took to the stage last November to claim his resounding 20-point win over Wendy Davis to become governor of Texas, he might have thanked Big Data campaigning for bringing him there. By leveraging set-top-box data and an array of consumer marketing information, Abbott’s campaign team assembled a tightly integrated media

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Nov 7, 2014

How GOP Data Dogs Celebrated the Midterms

Author: deeproot_adminIt’s the Wednesday after the election, and the quants at Deep Root Analytics—a GOP media-targeting firm—are resisting the urge to celebrate. We’re seated around the conference room table at their office in Alexandria, Virginia, where a wall of windows frames the Potomac River, rust-red autumn leaves on its banks. Deep Root partner Alex Lundry,

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Oct 30, 2014

Data-Driven Campaigns Zero In on Voters, but Messages Are Lacking

Author: deeproot_adminWASHINGTON — Modern political campaigns home in on their key voters with drone-like precision, down to the smallest niche — like Prius-driving single women in Northern Virginia who care about energy issues. They compile hundreds of pieces of data on individuals, from party registration to pet ownership to favorite TV shows. And they can

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Oct 23, 2014


Author: deeproot_adminThe digital innovation we’ve seen in the campaign world over the past two presidential election cycles has altered the industry’s business model in a way that will shape campaigns and political outcomes through the 2016 cycle and beyond. Our Influencers 50 list reflects that new reality. One of the driving forces of the campaign

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Sep 12, 2014

Why campaigns should advertise during NFL games

Author: deeproot_adminWhen the Green Bay Packers play the New Orleans Saints on Sunday Night Football on Oct. 26, several top political strategists will have a decision to make: How can they best spend some of their last resources on precious advertising time in key Wisconsin and Louisiana markets, where they are sure to reach a

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Jul 14, 2014

Political Ads Take Targeting to the Next Level

Author: deeproot_adminWASHINGTON—Politicians are moving away from blanket TV advertising, now that they know you better and where to find you. When New Jersey Republican Gov. Chris Christie wanted to reach Hispanic voters during his re-election campaign last year, a team of outside data crunchers discovered that viewers of “Dama y Obrero,” a Spanish-language telenovella about a woman

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