Chapter 6 Case- Political Microtargeting PDF

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This assignment is based on a case study....

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Chapter 6 Case- Political Microtargeting 1. Describe the difference between transactional and analytical information and determine which of these types Spotlight used to identify its 10 tribes. The difference between transactional and analytical information is when and how this information is use. Transactional information is used when it is needed. Every day in a business, transactional information is used by processing any type of transaction that implies exchange of products or services for money. An example of this is when a customer purchases something in the store and gets a transaction receipt with descriptions of the good or services provided. Analytical information differs by applying the system information in improving the business development. This will lead the company to know what the demand is and to project this information in future growth plans. Spotlight used analytical information converting this information into 10 “values tribes” that evaluates all type of races, religions believes or income and organizing them by their everyday activities, if they have any type of education and their specific taste to evaluate the person's political focus. After analyzing this information, they will know better what people is expecting from the parties and how truthful they will have to promote their campaign. 2. Explain the importance of high-quality information for political microtargeting. The importance of high-quality information for political microtargeting is to have information that is accurate. It is important to know the target audience so that the message is delivered through the target’s preferred communication channel. High-quality information allows politicians to come up with a strategy on how to appeal to their targeted voter audience and get their attention. High-quality information allows politicians to create a message that is relevant to their targeted voter audience and have an idea of what areas to focus their campaigns on. Also, it helps politicians to cater to their targeted voter audience which will lead to a successful campaign. 3. Review the five common characteristics of high-quality information and rank them in order of importance for political microtargeting. Five characteristics of High-quality information I that it is accurate, complete, consistent, unique and timely. For political microtargeting the order of importance of these starting with the most important are, timely, accurate, consistent, unique, and complete. In a political campaign turnover of information must be continuously updated in order to address relevant issues and subjects at the right timing, which it is ranked first. Further, information gathered about potential voters must be updated since current social, political

and economic environments can affect their opinions, which is why they must be addresses in a timely manner. Uniqueness is important and ranked second because it is the uniqueness of the information about the voters that group the individuals in different sectors or “Tribes”, which consequently makes the political microtargeting more successful since they know who they are trying to convince their political views upon. The level of accuracy is an indicator of how reliable the information is, and it facilitates the process of determining who their voters are in order to promote the campaigns goals in a manner that appeals to them specifically. This characteristic rank as third place because it is crucial that the information about the voters belonging to different “Tribes” is accurate for the political microtargeting to have a positive effect. Further, completeness is important for a similar reason because incomplete information does not convey the full picture which is necessary for the political microtargeting to be successful. Following is consistency and it is important because it provides reliability to the information, which makes it of high quality.

4. In terms of political microtargeting, explain the following sentence: It is never possible to have all the information required to make a 100 percent accurate prediction. It is never possible to have all the information required to make a 100 percent accurate prediction because ultimately it is up to the voter to decide who they want to vote for. It is not possible to reach everyone that is in your targeted audience....