When presidential candidates turn to data crunchers at Rocket Fuel in Silicon Valley for help finding voters who want tougher immigration enforcement, the firm comes up with a surprisingly specific answer: Chevy truck drivers who like Starbucks.
The data modeling from Rocket Fuel shows that this group leans against a path to citizenship for workers in the U.S. illegally. And these particular voters have become surprisingly easy – some argue creepily so – for campaigns to find and approach. So have consumers of frozen vegetables, who are more likely to oppose abortion. As have people curious about diabetes, a group that tends to settle on a candidate early in the race.
“Knowing the nuances of each voter beyond whether they lean right or left makes every difference,” said JC Medici, the firm’s national director of politics and advocacy. “We can identify what people are persuadable.”