Brent McGoldrick, CEO, Deep Root Analytics talks about the importance of understanding ticket-splitters and cross-over voters particularly disaffected Democrats in 2016. He points out that polls and voting history are less important in predicting turnout than figuring out what people are concerned about and the best screens to find them on. Brent also talks about the challenges of targeting cord-cutters and cord-shavers.
Rena Shapiro, Vice President of Politics and Advocacy, BuzzFeed talks about earning the right to make a personal ask by a candidate or cause, how organizations like Emily's List thought outside the box to reach Millennials, and the science behind creating content that tells a compelling story and is shared often by a loyal audience.
Steven Alembik, Founder, SMA Communications reflects on what pollsters and focus groups missed in 2016 and who they neglected to talk to. Steven points out how misleading voter information can be with an example of those who retire to Florida and register to vote are seen as first time voters when they could have been dependable voters their entire adult lives.