THE i360 MODELING METHODOLOGY
At i360, the data — not assumptions — drives our predictive models. Utilizing cutting-edge techniques and hundreds of dynamic variables, i360’s predictive modeling provides unprecedented insight into consumer behavior empowering businesses and campaigns alike to target audiences with unmatched precision.
Applying advanced data mining techniques and statistical pattern recognition our models provide key pieces of intelligence to our customers. Coupling large random sample surveys and leveraging multiple advanced machine-learning algorithms to minimize error coming from any one algorithm, our models generate the most accurate, individual-level predictions in the industry.
NATIONAL PREDICTIVE MODELS
TOP ISSUES MODEL
For years, i360 has been building and updating issue models for our clients that predict with great accuracy if people support or oppose various issues – such as lowering taxes, Obamacare, and 2nd Amendment Rights, among others. While these models are essential in predicting opinions and beliefs, they fail to tell us one important fact – how much people actually care about these issues as a whole.
If you give them a chance, the majority of people will say they have an opinion on any issue – one way or the other. But, if they oppose an issue that a candidate supports, is it an issue important enough to actually change their vote? To answer this question, our data science team has been hard at work building a new type of model – the Top Issues model – that predicts which issues voters care about most. And therefore, what issues and stances are likely to persuade them to choose one candidate over another.
HOW IT WORKS
To begin, we identified eight issue buckets and asked voters a series of questions to understand where each issue ranked on their list – first, second, or third. By analyzing the responses and overlaying them with our affinity segments, we were able to determine how the issues were related to each other.
HOW YOU CAN USE IT
The Top Issues model gives you the knowledge to build a smarter and more effective messaging strategy than ever before. By using the Top Issues model when building your lists, you can maximize your efficiency – increasing the likelihood of reaching those voters with an issue that is important to them by up to 67 percent and simultaneously eliminating waste.
The Top Issues model is now available to all users in the i360 Portal. Simply select an issue and overlay one or more model score ranges, i.e. .7+ on i360 Affinity Model, and export your list.
Curious how many voters care most about their 2nd amendment rights? Use the tool to run the counts!
Mouseover to select an issue
Have something more specific in mind? We work with campaigns and organizations all the time to develop models that answer the questions most important to them and their business. From the start, our team will work with you to ensure we acquire the most useful data from a representative sample to train and validate every model.
And, we provide 100% transparency along the way, supplying detailed validation reporting, showing accuracy by quartile and decile, and giving you confidence in the performance of each predictive model.