WA / OR REALTORS® November 4th, 2015“Why Data will matter to you in the 2016 Elections”

Winning with Data

AGENDAREALTOR® Party Voter DatabaseHow we use the Database for TargetingData QualityWhat’s Next?

REALTOR® Party Plus Voter DatabaseREALTOR

Party Voter Database

Geographic Data

Political Data

Behavioral &

AttitudinalData

• Demographic Data• Income, Marital Status, Presence of Children,

Race/Ethnicity, Educational Attainment• Property Data

• Homeownership, Home Market Value, Home Purchase Date, Mortgage Type

• Interest / Lifestyle Data• Hunting/Fishing, Religious / Church Attendance

• Census Data• 2010 Census Data, American Community Survey

• Contributor Data• State Disclosures, Federal Election Commission

• Political Opinion Data• Environmental Support, Immigration Reform,

Pro-Life/Pro-Choice, Gun Control, Home ownership advocacy

• Voting History• General Elections• Primary Elections• Special Elections• Municipal Elections

• Vote Method• Poll• Early• Absentee• Mail

• Early Vote Returns (as they occur)• Party Affiliation

• Registered• Modeled

• Turnout Probability• Registration Date

• State• DMA (Media Market)• County• ZIP Code• Precinct• Township• Ward• Municipality• City Council District• County Commissioner District• Judicial District• School Board District• Other Local Districts• Local REALTOR Board Geography (Residential &

Commercial)• Custom Districts using GIS Files

• 192 Million Registered Voters• 57 Million Unregistered Voting Age Population• 95 Million Landline Phones• 55 97 Million Wireless Phones• 90 Million Email Addresses• 1100 1350 Data Selects• National NCOA Performed Bi-Monthly• National Phone Updates Quarterly• Privately-Sourced Change of Address• Rooftop-level Geo-Coding for Spatial Applications /

Mapping• State-Of-The-Art List Matching / Record Linkage

Technology• Hundreds of Proprietary / Custom Business Rules• County level data acquisition where necessary.• More source voter file updates than any other

national voter database ever constructed.

Ethnicity / Language PreferenceRace

Modeled race data / maximize coverage.

Ethnic Technologies40 years of focus on multicultural marketingUnique first, middle, and last name tables to identify ethnicityLeverage American Community Survey data

Language PreferenceAssimilatedBilingual EnglishBilingual SpanishUnassimilated

How do we use the data in our campaigns?

Name: Jack SchmidtAge: 52Marital Status: MChildren: YHH Income: $220k-$250kVoting Habits: Frequent Voter

Occupation:Small Business OwnerEducation: College DegreeInterest: Hunting/FishingHomeowner: YesEthnicity: CaucasianParty Support: Democrat

Know the Voter!

Probably voting. Probably supports us.

Probably won’t support us.

Probably won’t vote.

Probably voting. Might support us if persuaded.

Data QualityThere is no such thing as a perfect list.There is no such thing as a perfect list.RPP data is the highest quality data available.How important is data quality?At the end of the day, it’s all about $$.Return on Investment Example

10,000 Voters TargetedDirect Mail Costs $0.48 per piece printing + $0.25 postage3 Waves of MailTotal campaign cost: $21,900

Targeted Voters Cost Per Voter

Total Outreach Cost

10,000 $2.19 $21,900

Data Quality IssueVoter Records Impacted

Dollars Wasted

Out-Dated Addresses 1,150 $2,519

Duplicate Registrations 500 $1,095

Undeliverable/Vacant Addresses

400 $876

Deceased Voter 150 $329

Other/Miscellaneous 200 $438

Total Dollars Wasted 2,400 $5,257

What’s Next?Data onboarding

Matching “offline” lists to individual’s “online” personaAny device, any timeDigital / Addressable

Data “offboarding”Matching online / social attributes to offline listsTwitter / Blog SitesInterestsInfluenceSocial Graph

More data, more targeting, better quality

Digital Cookie OnboardingAddressable TV

Online & MobileDisplay Mobile In-App

HH Level

Cable Zone Level

One-to-one Voter Targeting, where?

Thank You

For Your

Time!