The success or failure of a new store depends on how close it is to its best customers. In the "old days", the placement of a new retail outlet was determined by driving around different neighborhoods to pick the site of a new store based on an educated guess. No longer. Companies such as Starbucks now use a more disciplined, data-driven approach to decide where to locate stores.
The mapping software that companies use analyzes demographic data such as family size, household income, employment rates and over fifty other traits. This is combined with geographic information, hand-drawn shapes and drive times to a location so marketers can focus their campaigns on the best targets. The accuracy and detail is amazing. Try it out by entering your zip code here and see how accurately it describes you!
There's something to be learned here by campaigns: how do you allocate limited funds, staff and time for the maximum impact?
DemLabs is working with Esri, the global leader in Geographical Information Systems (GIS) to provide training on how to run smarter campaigns with ArcGIS and Community Analyst. The software is both affordable and easy to use. Three sample use cases include:
1. Where should voter registration drives be targeted to reach the highest concentration of Asian voters with specific income and education levels? And what kind of messaging should be used based on their values?
2. Where should canvassers be based to collect the most signatures for a ballot measure?
3. Where should flyers and online advertising be targeted to reach student loan holders in a community?
What is DemLabs' vision? How are we helping streamline the flow of new innovative technology to campaigns? Listen to this new Podcast on The Great Battlefield. This regular podcast series highlights political entrepreneurs who were so affected by a political event (such as the last presidential election) that they felt compelled to do something.
DemLab Workshops in 2017 Have Sparked These Projects
Social Media Monitoring
Tech & Storytelling Webinar SeriesDonors Guide to the New Political Ecosystem (with The Tides Foundation)
Election Machine Hackathon at DefCon 2017
Self-Service Videos for Smaller Groups & Campaigns
Affordable Polling for Smaller Groups & Campaigns
Online Training Protocols & Tools
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