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?"