How Campaigns use Data and Polling

Most Campaigns collect polls in order to have data that will let them know how they can adjust their strategy to the prevalent desires and concerns of citizens. Polling data can be collected in several ways. It can be collected through phone calls or sometimes, more efficiently, with automated calls whose messages are pre-recorded. Data can also be collected through online surveys and interviews. 

One of the most important uses of polling data is to gain an understanding of which issues voters care most about. In terms of the Dini for Hoboken campaign, let's say Dini was centering her campaign on improved public safety. If Dini was spending a lot of time and money on this issue and polling data came back to show that public safety was not a top priority for voters she would know to re-orient her campaign to target the issues voters most care about. 

The second reason polling data is valuable is it helps predict voter turnout levels for different groups of people. Based on an individual's characteristics and background they may have a higher chance of getting out and voting. Understanding who these individuals are is crucial especially for local campaigns. Local campaigns can frequently be on a tight budget and lack the amount of volunteers a state wide or nation wide election would have. Because of this it is incredibly important to station canvassers in areas where they are targeting prospective voters and undecided voters who have voted in the past, or individuals who are undecided on which candidate to vote for. Polling data is crucial to understand where a limited number of canvassers can be most effective being stationed.

Finally, Polling data can be especially helpful in understanding the most effective mode of communication to target voters. A campaign will utilize a multitude of communication methods to reach the largest number of prospective voters. These methods can include in-person canvassing, emailing, online advertising, phone banking and mailers. When utilizing so many methods it can be difficult to understand which are most effective and specifically which are most effective for certain populations. Understanding which communication method will most effectively reach voters through polling data can help a campaign tailor and narrow down their advertisements which ultimately can save valuable campaign funds.