Data Strategy

January 20, 2008

Datamining voters

Filed under: Data Collection, Datamining, People and Data, Privacy — chucklam @ 11:33 pm

Many of us are well aware that retailers, credit card companies, and other consumer-oriented businesses amass huge amount of information about people and mine such data to improve sales and profitability. However, it’s much less publicized how politicians also collect and mine voter information to help win elections.

A recent article in Vanity Fair called Big Brother Inc. digs into a company that focuses on collecting and mining data on voters. The company, Aristotle Inc., “contains detailed information about roughly 175 million American voters… [It] has served as a consultant for every president since Ronald Reagan… In the 2006 elections, Aristotle sold information to more than 200 candidates for the House of Representatives…, a good portion of those running for Senate, and candidates for governor from California to Florida, to New York.”

“Aristotle can tell its clients more than just the predictable stuff—where you live, your phone number, who lives with you, your birthday, how many children you have. It may also know how much you make, how much your house is worth, what kind of car you drive, what Web sites you visit, and whether you went to college, attend church, own guns, have had a sex change, or have been convicted of a felony or sex crime.”

Also, an interesting point in the article about hardball tactics in politics: Although lists of registered voters are technically public information, it is sometimes not easy to obtain them. Local party bosses can make it difficult/expensive for opposing candidates to get a hold of those lists, and thus the political opponents will be at a disadvantage to get their message out to the right audience.

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