The Power of Political Advertising: Lessons for Practitioners How Data Analytics, Social Media, and Creative Strategies Shape US Presidential Election Campaigns

摘要

Co-author Carol Davidsen joined Rentrak (which earlier this year merged with comScore, Inc.) in January 2015. Before then, Davidsen was known for her work as director, integration and media analytics for the 2012 Obama campaign.' Collaborating with Rentrak at that time, she created "The Optimizer," an analytics tool that combined modeled campaign target data, television set-top box viewership data, local and national commercial inventory rates, and behavioral analysis to discover untapped and efficient commercial inventory for the campaign. She also was responsible for Narwhal, a real-time scalable data integration and campaign application program interface (API) platform that fused together facts gathered about multiple identities into a single unified profile available to every arm of the campaign. Here, she joins her colleagues, Andrew Lipsman and JAR columnist Gian Fulgoni, describing the combined use of data analytics, creative messaging, and social media in the 2012 and 2016 political campaigns strategies that, they believe, commercial advertisers should take better advantage of to improve efficiencies and effectiveness in their own marketing efforts.