Who needs to read tea leaves?
WASHINGTON – Remember when credit card applications flooded your mail? You see fewer of them now because credit card companies pre-screen candidates and pester only those who are likely to use a card. Micro-targeting, the tactic’s called, and its ability to spot likely prospects also makes it the hottest thing in politics these days, from election campaigns to lobbying. While micro-targeting and traditional polling often go together, micro-targeting done well is more accurate and powerful. Here’s why: Polling estimates how many in a group share a view. Micro-targeting predicts how individuals will behave. Micro-targeting doesn’t rely on their answers to questions, as polling does. Rather, it analyzes hundreds of details about individuals’ lives to predict their political behavior. Married couples who use different last names, for example, are more likely to be Democrats. So are Volvo drivers. Active duty military personnel are stauncher Republicans than veterans. So are long-distance v
