Look Beyond the Voter File This Political Season

By Andy Hunn, Co-founder and COO at Resonate This past Wednesday, January 20th at MediaPost’s MarketingPolitics conference, I had the pleasure of speaking on a panel discussion titled, Match Game: The Data Challenge of 2016. The panel focused on answering several key questions that many marketers and political strategists are asking as we start this election year: What …

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More Millennial Than Latino

This column by SVP & Chief Analytics Officer Michael Horn originally appeared in USNews. A new generation is charting its own course in politics and ideology. Latinos represented 8.4 percent of voters in the 2012 presidential election, and because the Latino population is increasing, much ink has been spilled about their future influence on American electoral outcomes. …

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Will “American Dream Believers” Elect the Next President?

By Heather Dougherty, Senior Director of Professional Services, Resonate Amidst the drama, conflict and negative overtones that characterize contemporary presidential elections, it would be easy to assume that voters’ belief in the American Dream is fading faster than a holiday flower arrangement. Not so, according to insights from Resonate’s analytics and insights platform. Resonate data shows more than …

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Brands, Which Politician Are You?

This column by SVP & Chief Analytics Officer Michael Horn originally appeared in AdExchanger. In 2016, political ad spending will reach a record high of $11.4 billion, with $1 billion focused on digital media. That’s a nearly 5,000% increase in digital investment from 2008. With 17 presidential hopefuls, distinct political personalities have emerged, including Donald Trump, Marco …

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Meet the ‘Obama Republicans’

This column by SVP & Chief Analytics Officer Michael Horn originally appeared in USNews. You’ve heard of ‘Reagan Democrats,’ but here are the Obama voters open to switching to the GOP. So-called “Reagan Democrats” played a significant role in the 1980 blow-out election, demonstrating how a charismatic candidate with uplifting language could swing moderate voters of the …

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How Automation Could Replace Campaign Staffers

This column by SVP & Chief Analytics Officer Michael Horn originally appeared in Campaigns and Elections.  Campaigns may be the next industry to see its staffing requirements changed significantly thanks to automation. In 2016 and beyond, large, centralized data teams will become less important than the analytics embedded in the media planning, voter modeling, and field organization …

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Look-alike Targeting’s New Frontier

This column by SVP & Chief Analytics Officer Michael Horn originally appeared in imedia Connection. This past summer, Facebook announced that advertising had come to Instagram, which will enable advertisers to scale their Facebook campaigns considerably. Yet marketers are looking for not just more scale, but also more of the right audience. That’s why one of the …

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