Director of Analytics and Audience Insights Ashley O’Rourke joins our #StrategySession today to discuss Majority Strategies’ Community Architect, a new, strategic approach to advocacy that merges data and political insights to help businesses, trade associations and others achieve their public affairs goals.
How do data and analytics set the Community Architect approach apart?
Successful advocacy begins and ends with data. Data empowers our clients to identify and analyze the individuals who are most critical to their advocacy initiative success. Audiences are tailormade for each phase of the advocacy process, from awareness and persuasion to activation. By analyzing the unique demographics, lifestyle, consumer habits and issue sentiments of these target audiences, messaging is designed to ensure it will resonate most with consumers or constituents. By using data to identify key audiences for online and offline engagement, we can offer our clients a highly-targeted solution that maximizes the efficiency of their advocacy budget, without the waste of traditional advertising that can only be targeted based on demographics or geography.
Can you give us an example of an audience that you might build using our Community Architect solution? Let’s use the example of a state tax issue that is opposed by a pro-taxpayers’ rights organization.
For example – say a state legislature is considering a tax increase that would lead to vastly increasing the taxes of many citizens of that state and hurting businesses and job creators. If likeminded, pro-business organizations were looking to oppose this effort, there are a handful of data points that could be utilized for creating custom audiences for this effort.
Fiscal Conservative & Anti- Higher Taxes Voters:
Registered Voters who are fiscal conservatives who oppose higher taxes and are highly motivated by fiscal/tax-related messaging. These voters can be refined to the target legislative districts you are looking to influence. Digital advertising can then be run to not only increase this audience’s awareness of the upcoming legislative fight, but to persuade these voters to reach out to their elected officials and voice their opposition to the legislation.
Continue the conversation with one of the Majority Strategies Community Architects. Get started today.
Ashley is the Director of Analytics and Audience Insights at Majority Strategies, where she advises private companies, nonprofit organizations, and numerous state and federal campaigns on how to leverage data to maximize and measure the impact of their targeting initiatives. Ashley began her career as the Data Director for the Republican Party of Wisconsin and most recently served in a senior data role with the Republican National Committee during the 2016 cycle. Ashley has been at the forefront of the data renaissance in the Republican Party – working to ensure that the RNC’s $100+ million investment in data and technology was effectively deployed up and down the ticket during the 2016 election cycle. Her efforts – from her time at the Republican Party of Wisconsin, Causeway Solutions, the Data Trust and the Republican National Committee – have contributed to Republicans across the country putting data at the center of their campaign strategy.