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Romney microtargeting voters

By Muckety

July 15, 2007 at 8:56pm

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.

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