3/27/15, "Ted Cruz raises $2 million for White House bid," USA Today,
Hours before his announcement speech Monday in
Lynchburg, Va., Cruz tweeted the news that he was running for president.
That day, he had 5.7 million interactions on Facebook. So far, nearly
two-thirds of his fundraising haul has flowed in through the Internet,
aided behind the scenes by a team of data scientists who closely monitor
social media and digital traffic to determine who's reading their
messages, who's sharing them and who's clicking through to his website
and taking action.
communication is two-way. Relying on marketing techniques common in the
world of commerce, Cruz's team has tailored its web advertising to
reach seven different "psychographic" clusters — groups of people with
similar attitudes, personalities and interests. It has crafted 17
different advertising messages to reach those potential donors.
instance, pro-gun "traditionalists" saw online banner ads with a
grandfather and grandson heading out to hunt, while another targeted
people concerned about personal safety with an image of a home break-in.
Another talked about "bringing ... faith in God back to America" to
attract religious conservatives. They all directed people to visit www.tedcruz.org....
Cruz rollout is the latest sign that the world of data analytics is
fast taking root in American politics — as candidates race to build out a
digital strategy for a contest that will require each party's nominee
to raise at least $1 billion.
Increasingly, political campaigns
are "targeting people based on their hopes, dreams, worries, fears and
motivation," said Pamela Rutledge, director of the Media Psychology
Research Center. However, all the data-crunching in the world would not
succeed without Cruz also having a message and persona that appeals to
some voters, she said.
"If this were all about high-altitude
baking techniques, nothing would come of it," Rutledge said. "He's
managed to tap into the underdog archetype."...
a network of small donors will be crucial for Cruz, a Senate firebrand
who has trailed behind other likely GOP contenders, including former
Florida governor Jeb Bush, in early polling. Small donors can be tapped repeatedly for contributions until they hit the $2,700 maximum contribution for the primary election.
decision to announce first allowed him to dominate political coverage
for several days and quickly attract small donors. Nearly 10,000 of
Cruz's online donations came in amounts of $99 or smaller, according to
figures released by his campaign."...chart from USA Today, via Free Rep.