Episode 6 - What's "the voter file" anyway?
The data campaigns use to identify and persuade key segments is the product of a complex process that transforms voter files into powerful tools for targeting & modeling.
This week we talked to Paul Westcott of L2 Data about voter files and how they're used by campaigns and pollsters.
You can listen to the episode here (or on your favorite podcast app)
The Journey from Raw Data to Actionable Insights
Voter data starts with public records maintained by states and counties, but these raw voter rolls are just the beginning. Political data firms like L2 undergo a painstaking process to clean, standardize, and enhance this data, turning it into a powerful resource for campaigns. From removing deceased voters and correcting outdated addresses to creating uniform data formats across states, this behind-the-scenes work lays the foundation for the sophisticated targeting and modeling that follows.
Enriching Voter Files: Marrying Public Records and Consumer Data
To paint a more complete picture of each voter, firms like L2 append additional data to the voter file. This can include demographic information from the census, such as race, ethnicity, and household income, as well as consumer data revealing homeownership status, occupation, and interests. By combining these disparate data sources, political data experts create comprehensive voter profiles that enable campaigns to identify and target specific segments of the electorate with tailored messaging.
The Challenges of Modern Polling: Declining Response Rates and Evolving Methodologies
As voters increasingly screen calls and decline to participate in surveys, pollsters face an uphill battle to gather representative samples. This episode explores how pollsters adapt to these challenges, from leveraging voter files and predictive models to identify likely voters to embracing multi-modal outreach via text messages, emails, and online surveys. We also discuss the critical role of transparency in polling, calling for the public to look beyond the topline results and dig into the methodology.
The Future of Political Data: Trends and Predictions
Looking ahead, the world of political data is poised for further disruption and innovation. From the rise of "clean room" environments that enable privacy-safe data analysis to integrating new data sources like mobile ad IDs and IP addresses, campaigns are constantly seeking an edge. As voter data becomes increasingly commoditized, the firms that can provide the most actionable insights and seamless user experiences will thrive.
Resources:
"Hacking the Electorate: How Campaigns Perceive Voters" by Eitan Hersh
- This book discusses the history and evolution of voter files, providing valuable insights into how data is used in modern political campaigns.
"Race and ethnicity data for first, middle, and surnames" by Kosuke Imai
- Imai and his colleagues have compiled a comprehensive set of name dictionaries covering 136,000 first names, 125,000 middle names, and 338,000 surnames, which can be used to estimate the probability of an individual's race based on their name.
- This GIS web-based tool allows users to log in, pull counts, and query voter data, providing a useful platform for analyzing and visualizing voter information.
- LiveRamp is an identity graph and onboarding platform that enables offline data, such as voter files, to be used for online targeting, primarily through cookie-based methods but is also starting to incorporate other identifiers.
AAPOR (Association of Public Opinion Researchers)
- The AAPOR conference brings together pollsters and researchers to discuss and develop strategies for improving polling methodologies and ensuring accurate results.
Our Guest
Paul Westcott is the Executive Vice President of Sales & Marketing at L2, where he has significantly expanded the company's footprint across various industries, including academia, consumer research, corporate government affairs, automotive, media, and B2C marketing. With over 300 U.S. Representatives and Senators utilizing L2, Paul has helped make the company the largest provider of constituent contact data to Congress. Prior to L2, Paul worked in media for NBC News, Fox News Channel, and iHeartMedia, where he created and hosted a daily talk show and podcast covering news and politics. Learn more about L2 at l2-data.com and connect with Paul on LinkedIn.
Your Host
Farrah Bostic is the founder and Head of Research & Strategy at The Difference Engine, a strategic insights consultancy. With over 20 years of experience turning audience insights into effective strategies for B2B and B2C companies, Farrah helps business leaders make big decisions across various industries. Learn more at thedifferenceengine.co and connect with Farrah on LinkedIn.
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