Acquinity Interactive has launched a Political List and Data sales division that aims to capitalise on the recent upturn in registrations on its Political.com property. The performance marketing and lead generation company is giving clients access to the site’s database.
Most list and database rental firms come with a number of restrictions. Acquinity has set out to differentiate itself by offering the option for clients to keep its data indefinitely as well as use it on multiple occasions. The agency also adds consumer records daily.
Increased political traffic
Unsurprisingly, the build-up to the US elections has driven more people to the site for opinion poll results. Yet, according to analysts in the field, political parties are still very much in the embryonic stage of learning how to advantageously use data such as this.
Political.com records details including first/last name, email address, date of birth, city/state/zip, political party, gender and past poll topics/responses. The data has the potential for use in political mailings, acquisition campaigns, products testing, polls and non-profit donation drives.
Columbia journalism professor and electoral politics expert, Thomas B. Edsall, referred to the availability of useful voter details to those entrenched in affairs of state. "The explosion of consumer data derived primarily from credit card usage and Nielsen ratings," added to other available data, can become "a powerful weapon in the hands of politicos," he said.