Case: Political Microtargeting: What Data Crunchers Did for Obama

Opening Case Study Questions:

1. List the reasons a business would want to display information in a graphic or visual format?

2. Categorize the five common characteristics of high-quality information and rank them in order of importance for Hotels.com.

3. Explain how Hotels.com is preventing any issues associated with low-quality information.

Questions:

1. Describe the difference between transactional and analytical information, and determine which of these types Spotlight used to identify its 10 tribes.

2. Explain the importance of high-quality information for political microtargeting.

3. Review the five common characteristics of high-quality information, and rank them in order of importance for political microtargeting.

4. In terms of political microtargeting, explain the following sentence: It is never possible to have all of the information required to make a 100 percent accurate prediction.

5. Do you agree that political microtargeting signals the dehumanization of politics?"