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microtargeting
Microtargeting is the use by political parties and election campaigns of direct marketing datamining techniques that involve predictive market segmentation (aka cluster analysis). It is used by United States Republican and Democratic political parties and candidates to track individual voters and identify potential supporters.
They then use various means of communication—direct mail, phone calls, home visits, television, radio, web advertising, email, text messaging, etc.—to communicate with voters, crafting messages to build support for fundraising, campaign events, volunteering, and eventually to turn them out to the polls on election day. Microtargeting's tactics rely on transmitting a tailored message to a subgroup of the electorate on the basis of unique information about that subgroup.
==History==
Although some of the tactics of microtargeting had been used in California since 1992, it really started to be used nationally only in 2004.〔Chad Vander Veen, Zeroing In, (www.govtech.net, Jan 2, 2006 ), accessed November 1, 2006.〕 In that year, Karl Rove, along with Blaise Hazelwood at the Republican National Committee, used it to reach voters in 18 states that George W. Bush's reelection campaign was not able to reach by other means. The results were greater contacts with likely Bush voters. For example, in Iowa the campaign was able to reach 92% of eventual Bush voters (compared to 50% in 2000) and in Florida it was able to reach 84% (compared to 50% in 2000).〔Yochi J. Dreazen, Democrats, Playing Catch-Up, Tap Database to Woo Potential Voters, ''The Wall Street Journal'', October 31, 2006, A1.〕 Much of this pioneering work was done by Alex Gage and his firm, TargetPoint Consulting.
Democrats did only limited microtargeting in 2004, with some crediting microtargeting for Kerry's win in Iowa in 2004.〔Schaller, T: ''New Math: How a trio of savvy Kerry campaign workers used a fresh voter equation to win Iowa.'', web only. American Prospect, 2004.〕 Some news accounts credited Republican superiority in that area for victories in that election cycle.〔Martin Kettle, "How Democrats missed the vote", ''The Guardian'', November 3, 2006 (), accessed February 2, 2007〕 Democrats later developed microtargeting capabilities for the 2006 election cycle.〔〔 "It's no secret that the other side () figured this out a little sooner", said Josh Syrjamaki, director of the Minnesota chapter of America Votes in October 2006. "They've had four to six years' jump on us on this stuff...but we feel like we can start to catch up."〔Dan Balz, Democrats Aim to Regain Edge In Getting Voters to the Polls, ''Washington Post'', October 8, 2006, accessed November 7, 2006. ()〕
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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