No B.S. Direct Marketing by Dan S. Kennedy

Author:Dan S. Kennedy
Language: eng
Format: epub
ISBN: 9781613083857
Publisher: Entrepreneur Press
Published: 2018-04-28T04:00:00+00:00

(D.K. Note: The use of data by candidates keeps getting more prevalent and more sophisticated.)

KENNEDY: Why do you use the term “DNA” for this?

SEPPALA: You are getting to the inner workings of a customer, so you know what behavior he is most likely to repeat, so you can isolate those most likely to buy from you. At the most sophisticated level, we utilize analysis by powerful computers of thousands of databases, including information about property tax records, charitable contributions, voter registration, families and children, credit accounts and purchases. Database DNA puts this information through a process that yields both demographic and psychographic or behavioral information. By analyzing Database DNA, the Romney campaign found donors in traditionally Democrat strongholds like San Francisco—and brought in over $350,000.00 from just this one area, during several months in 2012.

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