Ever noticed public opinion pollsters talking about "matching survey respondents to the voter file"? No? Just me?

Pollsters use voter file data - public records about who voted - to identify registered and likely voters. This data is used to shape election strategies and predict outcomes. Our guest reveals how raw voter rolls are transformed into powerful tools for micro-targeting and predictive modeling that campaigns rely on.

In this episode of Cross Tabs, host Farrah Bostic and guest Paul Westcott, Executive Vice President at the political data firm L2, discuss the complex process of collecting, cleaning, and enriching voter data. Westcott shares fascinating insights into how L2 builds comprehensive voter profiles by combining public records with consumer data, enabling campaigns to identify and persuade key voter segments. The conversation also explores the challenges of polling methodology in an era of declining response rates.

Resources

"Hacking the Electorate: How Campaigns Perceive Voters" by Eitan Hersh

"Race and ethnicity data for first, middle, and surnames" by Kosuke Imai

L2 Voter Mapping tool

LiveRamp

AAPOR (Association of Public Opinion Researchers)

Our Guest

Paul Westcott is the Executive Vice President of Sales & Marketing at L2, where he has significantly expanded the company's footprint across various industries, including academia, consumer research, corporate government affairs, automotive, media, and B2C marketing. With over 300 U.S. Representatives and Senators utilizing L2, Paul has helped make the company the largest provider of constituent contact data to Congress. Prior to L2, Paul worked in media for NBC News, Fox News Channel, and iHeartMedia, where he created and hosted a daily talk show and podcast covering news and politics. Learn more about L2 at l2-data.com and connect with Paul on LinkedIn.

Your Host

Farrah Bostic is the founder and Head of Research & Strategy at The Difference Engine, a strategic insights consultancy. With over 20 years of experience turning audience insights into effective strategies for B2B and B2C companies, Farrah helps business leaders make big decisions across various industries. Learn more at thedifferenceengine.co and connect with Farrah on LinkedIn.

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