TargetSmart

TargetSmart
Name	TargetSmart
Industry	Political consulting, Data analytics
Founded	0 2006
Founder	Tom Bonier
Headquarters	Washington, D.C., United States
Key people	Tom Bonier (CEO)
Products	Voter file data, Predictive modeling, Microtargeting
Website	targetsmart.com

TargetSmart. It is a prominent American political consulting and data analytics firm specializing in providing comprehensive voter file data and advanced analytical services primarily to Democratic candidates, political action committees, and nonprofit organizations. The company leverages large-scale data integration and predictive modeling to assist clients with voter targeting, campaign strategy, and get-out-the-vote efforts. Founded in the mid-2000s, it has become a key player in modern political campaigning, operating at the intersection of Big data, Technology, and Electoral politics.

Overview

The firm operates as a full-service data provider and analytical partner for progressive campaigns and causes across the United States. Its core offering is a constantly updated national database that merges official state voter registration records with hundreds of additional commercial data and consumer sources. This integrated data asset enables sophisticated microtargeting, allowing clients to identify, understand, and communicate with specific segments of the electorate. The company's work is integral to modern campaign strategies, influencing activities from digital ad buys and fundraising appeals to field organizing and persuasion mailings.

Services and products

Its suite of services centers on its proprietary Voter file platform, which provides access to detailed records on over 250 million Americans. Key products include TargetSmart Connect, an interface for accessing and analyzing the data, and TargetSmart Models, which are predictive scores for voter behavior on attributes like partisanship, ideology, and propensity to vote. The company also offers data appending services, such as adding phone numbers or email addresses to voter records, and provides specialized analytics for Redistricting, grassroots advocacy, and nonpartisan voter registration drives. These tools are used by entities like the Democratic National Committee, Priorities USA Action, and EMILY's List.

History and development

The company was founded in 2006 by Tom Bonier, a veteran political strategist who previously worked for the Democratic Congressional Campaign Committee and Clarity Campaigns. Its development coincided with the Democratic Party's increased emphasis on data-driven campaigning following the 2004 presidential election. The firm grew significantly during the 2008 and 2012 Obama campaigns, which pioneered the use of big data in politics. A major expansion occurred in 2019 when it merged with the data warehouse firm Political Data, Inc., further consolidating its data assets and market position within the center-left political ecosystem.

Political and commercial applications

Politically, its data and models are applied to nearly every facet of contemporary campaigning. This includes optimizing television and digital media spending through audience segmentation, modeling voter support for primary and general election candidates, and managing voter contact programs for Senate, House, and state legislative races. Beyond electoral politics, the firm's services are used by labor unions like the AFL-CIO, environmental groups such as the League of Conservation Voters, and civil rights organizations for issue advocacy and member mobilization.

Data sources and methodology

The company's methodology involves aggregating and enhancing official voter rolls from Secretaries of State and local election commissions across all fifty states and the District of Columbia. These core files are then matched and fused with a vast array of commercial data from sources like Experian, Equifax, and Acxiom, which provide information on demographics, consumer behavior, and magazine subscriptions. Additional layers include Census data, property tax records, dog ownership data, and information from social media platforms. Using machine learning algorithms, the company creates predictive models that score individual voters on their likelihood to support a candidate or cause.

Criticism and controversies

The firm, like the broader political data industry, has faced criticism regarding data privacy, transparency, and algorithmic bias. Privacy advocates, including the Electronic Frontier Foundation, have raised concerns about the extensive profiling of citizens without explicit consent and the potential for data breaches. Some political scientists and journalists have questioned the accuracy and potential biases embedded in its predictive models, which could inadvertently disenfranchise or mischaracterize certain voter groups. Furthermore, the company's exclusive work for center-left clients has made it a focal point in debates about the escalating financial and technological arms race in American politics.

Category:Political consulting firms in the United States Category:Data analysis companies Category:Companies based in Washington, D.C.