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Digital Media to Drive Political Campaigns

As the role of technology is increasing in the political ecosystem, a new partnership aims to provide digital marketing insights for political campaigns and advocacy groups.

Web measurement company comScore has announced a collaboration with i360, a leading data and technology resource for the pro-business political and advocacy community, to provide insights into the online behavior of the U.S. voting public through Segment Metrix 2.0, comScore’s audience-segmentation tool. The announcement was made today, April 17.

As the electioneering is gaining momentum in the U.S., tech companies are offering a slew of solutions to make political processes efficient for the parties and candidates. (Read: How Technology is Entering the American Political Arena)

Meanwhile, the 2012 Republican National Convention has announced that web major Google has been named the “Official Social Platform and Live Stream Provider” of the Republican presidential nominating convention to be held Aug. 27-30 in Tampa. (Read: Republican Convention Selects Google as Tech Partner)

Chart: Share of Total Minutes Spent on Selected SitesSegmented by Political AffiliationDescription: An analysis on the political affiliation of visitors to selected sites highlights the type of insights available through i360 Segments in Segment Metrix 2.0. The table below analyzes the share of minutes consumed by target segments on particular sites in February 2012, revealing significant variances in engagement across political affiliation groups.Tags: politicsAuthor: comScore, Inc.charts powered by iCharts

As one of the third-party segmentation schemes now offered in Segment Metrix 2.0, i360 Segments leverage offline data on voter registration, political affiliation, issue alignment, and behavioral demographics to reveal new insights for pro-free-market political advertisers to develop more effective digital campaign strategies.

[ Also Read: Blogosphere: Where Bloggers Promote Your Brands ]

The introduction of i360 Segments in Segment Metrix 2.0 enables clients to profile online audiences based on audience demographics, political affiliation, attitudes toward economic and social issues, and other characteristics such as income and purchasing preferences.

Marketers can cross such audience segments with online behavioral data to understand where these specific segments are going online and how they engage with different media properties and content categories.

Similar to all the Segment Metrix 2.0 segmentation offerings, i360 Segments are based on completely anonymized data used only for aggregate market research reporting purposes.

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