Romney microtargeting voters

Mitt Romney made a fortune at Bain Capital relying on business analytics.

Now he’s applying similar tactics to his presidential campaign, hiring Alex Gage, the expert used by Karl Rove in George W. Bush’s re-election.

Gage uses data-mining techniques to predict the behavior of voters, clustering them into groups such as “Flag and Family Republicans.” The approach is similar to that used by demographic marketing companies such as Claritas.

“Microtargeting is trying to unravel your political DNA,” Gage told the Washington Post. “The more information I have about you, the better.”

Gage was a trailblazer, but don’t count on Romney being the only presidential candidate adopting this tactic. A certain northern city mayor, who insists he’s not running, also amassed great wealth crunching data.

Tweet This! Share on Facebook

Click here to sign up for the Muckety Newsletter

• McCain, Romney split began over SLC Olympics - February 3, 2008
• Mitt & Company - August 15, 2007
• Romney vs. Gordy - February 20, 2010
• Journalists avoid the L word - January 22, 2008
• A columnist, a candidate and a dog - February 21, 2010
• Michael Bennet has two years to prove himself to CO voters - January 7, 2009
• Muck tracker - W. Mark Felt dies at 95 - December 19, 2008
• Muck tracker - Jewelry stolen from Mitt Romney’s Utah mansion - February 26, 2009
• Muckety mover - CNBC - March 10, 2009
• The well-connected Mel Sembler - October 2, 2007