White Paper from Campaign Sciences, helping to explain how we help our clients win. Campaign Sciences is the only Analytics firm exclusively serving conservative Republican candidates and organizations

1. A Publication of Campaign Sciences
CONVERT
TARGETS INTO ACTIONS
A GUIDE TO ANALYTICS FOR MODERN CAMPAIGNS
CAMPAIGN SCIENCES
202.470.6300

2. TABLE OF CONTENTS
1. Data, Analytics and Political Campaigns
2. What Predictive Analytics provides
3. How it’s done
4. How you use it
5. Conclusion

3. Data, Analytics and the Future
of Political Campaigns
The last two Presidential Elections showed that political campaigns can no longer
rely on traditional strategies if they want to win.
The Obama Campaign utilized analytics techniques
that identified each voter that the campaign could
turn out on Election Day.
Rather than solely relying on traditional techniques,
Obama’s team based the entire campaign on
analysis of voter behavior and ability to predict
possible outcomes.
Democratic campaigns across the nation are now
building models just like the Obama campaign
meaning that, to win, Republicans must be ahead of
the curve and preparing our own models.
Campaign Sciences not only has the
experience of utilizing predictive analytics
successfully for candidates like Senator Ted Cruz
but are deploying new methods, staying ahead of
the Democrats.

4. What Predictive Analytics
Provides
Using innovations in big data technology and individual-level modeling, we empower
organizations to contact the right voters, solicit the best donors, and target services
to the citizens and beneficiaries who need them most.
Predictive analytics allows us to make
educated predictions about the behavior of
individual voters
If we can measure a behavior for some voters,
we can predict it for all voters:
• Likelihood to Vote
• Candidate preference
• Candidate preference if they vote for
non-voters
• Response to a message
• Volunteering
• Donations
• Advocacy

5. How It’s Done
Our models predict the future: opinions, behaviors and characteristics.
Experts in statistical modeling and survey
methodology create customized predictive models
to identify the likelihood that an individual will
donate to an organization, need a service, support a
candidate, volunteer, and much more.
These models help maximize the efficiency and
effectiveness of your work. You can use these
models to identify vast pools of underserved
targets, tailor messaging to an individual’s priorities,
and save resources by selectively engaging those
who are most likely to respond in the desired way.
An important specialty is persuasion modeling,
which identifies individuals who are most likely to
change their opinions or behaviors in response to a
particular message.
Our modeling team is led by Bryon Allen and Dan
Narvaiz, the team that directed the predictive
modeling for the Ted Cruz for Senate campaign in
2012. They developed the Cruz campaign’s
groundbreaking voter persuadability model, which
informed nearly all of the campaign’s programs,
including paid media, volunteer outreach, and
digital strategies.

6. How You Use It
This data does more than just predict habits – it helps identify other key aspects of a
winning effort.
In an age of rapidly expanding and diversifying data
streams, many organizations struggle to build an
infrastructure that enables them to fully benefit
from their data.
Campaign Sciences takes a new, agile
approach to analytics and data warehousing helping
to eliminate traditional data silos.
Working with our clients and other third party
vendors we help identify and implement a nextgeneration data platform that empowers the
achievement more immediate and successful
results.
Customized analytics and technology solutions will
help organizations meet their objectives more
efficiently and effectively.
Campaign Sciences helps our clients
identify the optimal customers, service
beneficiaries, donors, students, or voters, and the
best and most cost-effective ways of engaging them.

7. The American Association of Political Consultants (AAPC) awarded a “Pollie” for our firm’s work on
behalf of Ted Cruz for U.S. Senate 2012.
The Pollie for our Adaptive Sampling and Predictive Analytics methodologies allowed us to buck
national GOP polling trends and deliver industry-leading results for a major polling company in the 2012
cycle.
.
“
The AAPC confirms what I learned during
our campaign: this team is the best in the
business and I am proud to have them as
the pollster for my campaign.”
- Senator Ted Cruz

8. Contact Us
Have a problem you'd like to discuss, or perhaps just want to get to
know us better?
Please contact us at info@campaignsciences.org.
Contact Us
CAMPAIGN SCIENCES
202.470.6300