Marketing the President of the United States

by

600px-US-President-Seal

I just can’t help myself; I really do have to blog about the election because it really has brought about a new era in politics that will have impacts to all future generations. What I’m talking about, of course, is the use of large amounts of data and extensive analytics employed by the Obama campaign.

As reported in Time magazine, Rayid Ghani was hired by the Obama campaign to be its “chief” data scientist. Rayid had previously had experience in driving sales of supermarket goods.

For years, marketers have applied similar techniques to drive consumer behavior. They do it by collecting lots of first party information (in this case coming from campaign volunteers, web sites, etc.) along with 3rd party data (in this case, team Obama bought over 1,700 individual pieces of data on each person) to create a “voter profile”. By segmenting this data into groups and devising techniques to drive behavior, you can influence them. Marketers do this to drive sales, brand recognition, etc. Team Obama did it to drive votes and participation in the campaign.

From now on, the data will continue to grow – we now have behaviors from this election to apply to the next election. And the amount of data collected on each person will continue to grow with opportunities for 3rd parties to sell that to campaigns that have billions of dollars to spend on buying it.

 

READ MORE

Fake Case Study: Jack of all trades vs. Master of One

Fake Case Study: Jack of all trades vs. Master of One

  Listen to any earnings call or executive presentation and you will likely hear the terms “top line” and “bottom line.” These are words used to describe a business’s performance. According to Investopedia, the words are defined as follows: Top line refers to the...

read more
Your Personality Is Showing

Your Personality Is Showing

There I was, minding my own business one evening, digging into my organization's SEO performance (as one does), when I came across something interesting. Search terms related to "MBTI" — or the Myers-Briggs Type Indicator, developed by Katherine Cook Briggs and Isabel...

read more
Lessons From a Change Manager Who Hates Change

Lessons From a Change Manager Who Hates Change

Hello. My name is Monique, and I’m a change manager who hates change.   After years of receiving “consulting therapy” from various mentors, I am now able to say these words out loud and proudly. But for a long time, it felt more like an admission of guilt. I mean, who...

read more
Creativity as a Cure

Creativity as a Cure

The topic of creative solutioning has been front and center these days as we talk more and more about organizational adaptability in the face of dynamic and uncertain times. For example, I recently read about a project that got me thinking about specific priorities...

read more
Thought Ensemble, a Pariveda Company — Why Now?

Thought Ensemble, a Pariveda Company — Why Now?

Big news over here as we close out the year - we have been acquired by Pariveda, a 750-person consulting firm in 12 markets across North America! We are now “Thought Ensemble, a Pariveda Company” and I’ll be serving as the Managing Vice President continuing to lead...

read more
Thought Ensemble Joins Pariveda Solutions!

Thought Ensemble Joins Pariveda Solutions!

Dallas, December 9, 2021 /PRNewswire/ -- Pariveda, a leader specializing in solving complex technology and business problems, announces the acquisition of Thought Ensemble. With the addition of Thought Ensemble, Pariveda now provides holistic business strategy,...

read more
Thoughts on Colorado’s Equal Pay for Equal Work Act

Thoughts on Colorado’s Equal Pay for Equal Work Act

It was about a year ago that we first started hearing about Colorado’s Equal Pay for Equal Work Act (SB19-085) and I knew it was going to be national news. We’d just gotten past the “Rocky Mountain High” jokes, and our lovely state was trying to break new ground...

read more
Disruption Is the New Normal

Disruption Is the New Normal

By nature, disruptors are not popular. “First they ignore you, then they laugh at you, then they fight you, then you win, then they copy you.” We have all heard some version of this quote, and we have all seen it play out in real life. We've seen it with building...

read more
What Would You Say You Do Here?

What Would You Say You Do Here?

“I deal with the … customers so the engineers don't have to! I have people skills!” That famous Office Space quote from Tom Smykowski cracks me up every single time. I know Toms. I’ve been Tom. Change the quote to say, “IT Team” instead of “engineers,” and there’s a...

read more