Kate Kaye Data and Analytics Reporter for Advertising Age delves into the behind the scene story of how the Trump campaign used Deep Root Analytics, Giles-Parscale and Cambridge Analytica to devise and target new voter segments that more closely mirrored the actual turnout.  Was density of population as important as ethnicity in predicting voter sentiment?  Add to the mix charisma, name recognition and earned media and the next thing you know we have President-elect Donald Trump. 

@lowbrowkate

@AdAge

@DeepRootX

@GilesParscale

@CamAnalytica

Trump Camp's Inexperience Advertising Age Story by Kate Kaye

Brent McGoldrick, CEO, Deep Root Analytics talks about the importance of understanding ticket-splitters and cross-over voters particularly disaffected Democrats in 2016.  He points out that polls and voting history are less important in predicting turnout than figuring out what people are concerned about and the best screens to find them on.  Brent also talks about the challenges of targeting cord-cutters and cord-shavers.

@DeepRootX

DeepRootAnalytics.com

Rena Shapiro, Vice President of Politics and Advocacy, BuzzFeed talks about earning the right to make a personal ask by a candidate or cause, how organizations like Emily's List thought outside the box to reach Millennials, and the science behind creating content that tells a compelling story and is shared often by a loyal audience.

@RenaShapiro

@BuzzFeedPol

BuzzFeed.com

Steven Alembik, Founder, SMA Communications reflects on what pollsters and focus groups missed in 2016 and who they neglected to talk to.  Steven points out how misleading voter information can be with an example of those who retire to Florida and register to vote are seen as first time voters when they could have been dependable voters their entire adult lives.

@SMAComm

SMA Communications

Sean Duggan VP Advertising Sales, Pandora on the explosive growth of political ad campaigns that ran on Pandora in 2016, how campaigns used sites like Pandora to reach multi-cultural voters, and the need to move more budget dollars from traditional media to digital ads that can be seen and heard on any screen at the right time.

@STDuggan

@PandoraMusic

Pandora

Bergen Kenny, CEO, SpeakEasy Political has a self-serve model to help campaigns create direct mail and door hangers using time-tested templates.  Bergen reminds us that in the digital age, print pieces still have an important role to play and can be the last message seen before a voter makes up their mind about a candidate.

@SEPolitical

SpeakEasy Political

Jim Walsh, Co-Founder and CEO, DSPolitical on targeting voters as they are making decisions, what we know about late-deciders, whether newspaper endorsements matter, and similarities between the US 2016 election and the Brexit vote.

@DSPolitical

DSPolitical.com

Pete Martin, CEO, and Jeff Stern, Market Intelligence Lead, Votem talk about creating a secure and transparent voting platform that voters can access through mobile devices.  Using a network of trusted parties and country-appropriate authentication Votem is determined to address the needs of all voters especially Millennials who have high expectations for digital access and online voting.

@VotemPete

Votem.com

Michelle Niedziela, Scientific Director, HCD Neuroscience discusses the just released results from a study, with a sample of 500 across voter demographics, that was designed to uncover implicit biases to current political themes of sexism, racism and Islamophia.  Results of the implicit association tests and self-assessment psychological response tests reveal minimal gender stereotyping regardless of a voter's chosen candidate.  While all voters tested exhibited some form of racial bias, Trump supporters showed significantly more bias against African Americans.  We also talk about who negative ads most appeal to.

@HCDNeuroscience

HCD Neuroscience

Tom Shepard, Tom Shepard & Associates, shines light on how voters have changed over the last 30 years, value of yard signs for name recognition and persuasion, and moving from bumper stickers to Facebook to inform friends and connections about political passions and what it means for campaigns.

Tom Shepard & Associates