Getting Your Money's Worth: Virtual Targeting

Michael Lieberman
Multivariate Solutions

Ii is all about 'bang for the buck'. You have a database of, say, ten million voters. Or ten million consumers. Or one hundred thousand association members. The database is full of 'goodies'. Not only the normal stuff, such as demographics (gender, age, income, and so on), and political information (party affiliation, donations given, primary and general elections last voted in), but a wealth of other personal information. For example, whether the list holder rents or owns his home, the number of private schools in the area, whether  there is a working woman in the household,  the number of children in the home, whether they have a DVD or have contributed to a health or environmental organisation, and whether they own a sports utility vehicle or subscribe to magazines.