5 September, 2018

Micro-targeting made simple

"GoFundMe raises thousands to place billboard of Trump's anti-Cruz tweet in Texas". Where exactly should you place a billboard to reach the people you want to target? Companies face similar challenges every day in deciding where to locate stores and advertise. They use both technology and data to decide. Many rely on Tapestry from ESRI. This 49 year old, multi-billion dollar firm is the global leader in geographic information systems (GIS). Tapestry offers geo-demographic segmentation which combines the "who" of lifestyle demography with the "where" of local geography to classify the US population into 67 distinct, behavioral market segments. Campaigns can apply Tapestry to pick the best possible billboard location - and even where to hold events. Try it (for free) to get insights on a community by entering its zip code here. We used Tapestry to hypothetically pick the best possible locations to place billboards and hold rallies to mobilize voters around the NRG Stadium in the City of Houston. Here are the results.
The City of Houston has over 2.3 million residents and spans 669 square miles so campaigns have a lot to gain from insights into the city's neighborhoods & demographics. Tapestry segments the American population into 67 distinct segments  that share similar traits.
LifeMode groups (14) represent areas that share a common experience—born in the same generation or immigration from another country—or a significant demographic trait, like affluence. Urbanization groups (6) markets share similar locales, from the urban canyons of the largest cities to the rural lanes of villages or farms. Tapestry indicates this is an affluent area near the stadium and possibly ripe for persuasion. This could be a good spot for a billboard. Tapestry defines this are near the stadium as more liberal with a large number of students. This could be a better location to hold rallies.
Note the age and income difference between these two areas which are only a few miles apart. Campaigns (just like firms) need to maximize the return on their investment of time and money. Corporate America already spends millions every year to develop apps and collect data to sell more by better micro-targeting their customers. Progressive campaigns can benefit from using these existing resources too. Contact us to learn how.
Co-Founder, DemLabs
case study image
25 May’ 2024

Uvalde to Now: Mapping The Deadly Cost of Republicans Prioritizing Gun Lobby Over Kids

Honoring the tragic 2nd anniversary of the Uvalde school mass shooting. 213 Texas school shootings (to date). 83 deaths. 257 shooting victims. Remember: numbers are just...

case study image
24 May’ 2024

Republican War On Women Equates Pregnancy Care Pills To Heroin

"Louisiana Republicans Criminalize Life-Saving Pregnancy Care Pills" "Louisiana Republicans voted to reclassify drugs used in abortion as controlled dangerous substances. It’s a move staunchly protested by hundreds of...

case study image
22 May’ 2024

How much is your life worth? Mapping gun lobby donations vs. number of shooting victims.

Gun violence surges. Republicans push to cripple ATF, the agency that monitors gun makers! What gives? When in doubt, follow the money. How much does the...

case study image
19 May’ 2024

President Biden’s Insulin Price Cuts: Mapping Where It’s Helping the Most People

The Cost of Insulin Takes Center Stage "President Biden’s policy was a godsend because it enshrines into law that Americans on Medicare, the federal health insurance...

case study image
18 May’ 2024

Why’s it so hard to get homeowner’s insurance? Follow the money!

There are none so blind, as those who will not see. Climate change causes weather disasters. Insurers cannot afford to write policies. Why do Republicans deny...

case study image
16 May’ 2024

Early Warning System For Republican Attacks On Women’s Rights

Republican attacks on women's rights are spreading. How do you track them quickly? Use an early warning system to track incoming attacks quickly and see where...