Out with the guru, in with the geek

What can the UK learn from US politics' number-crunching and precision-targeted campaigning?

Wherever Barack Obama’s target voters were, his campaign team knew how to reach them. It knew which magazines they read and even which bus routes they travelled on. The precision-guided adverts that it placed helped propel Obama to victory against Mitt Romney in battleground states.

The US president’s 2012 campaign was the fullest expression yet of what the American journalist Sasha Issenberg calls a “scientific revolution” in the way elections are fought. In his book The Victory Lab: the Secret Science of Winning Campaigns (Crown Publishing) he describes how the hitherto unimaginable quantities of data assembled by US political parties have enabled them to “micro-target” voters with ever greater sophistication. The “gurus” who rely on hunches are being supplanted by the “geeks” who rely on numbers. Already required reading inside the Beltway (the US website Politico described it as “Moneyball for politics”), the book is now attracting attention in Westminster as all parties search for the elixirs that will deliver victory in 2015.

When I spoke to Issenberg, who is part of a new cadre of stats-savvy US journalists, he told me that the tipping point came in 2004, when: “People in politics realised that the corporate world knows a lot more about consumers than they do about voters.” By acquiring data on people’s shopping and viewing habits and matching it up with their existing canvassing records, parties “were able to develop new statistical models and to look for patterns in the hundreds, sometimes thousands, of individual data points that resulted”. It was after Obama’s number-crunchers discovered that swing-voter households containing teenagers were more likely to support him that the campaign decided to buy ad space in video games. George Clooney and Sarah Jessica Parker were invited to host fundraisers after they were found to have the strongest influence on 40-to-49-year-old women, the demographic group most likely to donate.

As well as harvesting data, the parties are performing what Issenberg describes as “political versions of drug trials”, in which a new campaigning technique is tried on one group of voters while a control group is left untouched. Before a Michigan primary in 2006, the political consultant Mark Grebner sent citizens a copy of their voting history (already publicly available), along with their neighbours’, and informed them that an updated set would be sent to all residents after the election. Turnout increased by 20 per cent among those who received the message.

The words “creepy” and “scary” are the most common responses to such techniques, but Issenberg argues that they are evidence of a fuller, healthier democracy. “These types of nudges work because they make voting meaningful to people and one way they make it meaningful is by appealing to someone’s desire to fit in or not be shamed.”

Rather than relying on crude stereotypes such as “Worcester Woman” and “Mondeo Man”, data-mining allows campaigns to treat voters as individuals. By the 2016 presidential election, if you visit an environmental campaign website you will see an advert on the Democrats’ climate change policy; visit a jobs site and you’ll receive one on their employment policy. In the new era of big data, where the voter leads, the party will always follow.

 

People walk past a poster of Barack Obama. Photograph: Getty Images

George Eaton is political editor of the New Statesman.

This article first appeared in the 25 March 2013 issue of the New Statesman, After God

Paul McMillan
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"We're an easy target": how a Tory manifesto pledge will tear families apart

Under current rules, bringing your foreign spouse to the UK is a luxury reserved for those earning £18,600 a year or more. The Tories want to make it even more exclusive. 

Carolyn Matthew met her partner, George, in South Africa sixteen years ago. She settled down with him, had kids, and lived like a normal family until last year, when they made the fateful decision to move to her hometown in Scotland. Matthew, 55, had elderly parents, and after 30 years away from home she wanted to be close to them. 

But Carolyn nor George - despite consulting a South African immigration lawyer – did not anticipate one huge stumbling block. That is the rule, introduced in 2012, that a British citizen must earn £18,600 a year before a foreign spouse may join them in the UK. 

“It is very dispiriting,” Carolyn said to me on the telephone from Bo’ness, a small town on the Firth of Forth, near Falkirk. “In two weeks, George has got to go back to South Africa.” Carolyn, who worked in corporate complaints, has struggled to find the same kind of work in her hometown. Jobs at the biggest local employer tend to be minimum wage. George, on the other hand, is an engineer – yet cannot work because of his holiday visa. 

To its critics, the minimum income threshold seems nonsensical. It splits up families – including children from parents – and discriminates against those likely to earn lower wages, such as women, ethnic minorities and anyone living outside London and the South East. The Migration Observatory has calculated that roughly half Britain’s working population would not meet the requirement. 

Yet the Conservative party not only wishes to maintain the policy, but hike the threshold. The manifesto stated:  “We will increase the earnings thresholds for people wishing to sponsor migrants for family visas.” 

Initially, the threshold was justified as a means of preventing foreign spouses from relying on the state. But tellingly, the Tory manifesto pledge comes under the heading of “Controlling Immigration”. 

Carolyn points out that because George cannot work while he is visiting her, she must support the two of them for months at a time without turning to state aid. “I don’t claim benefits,” she told me. “That is the last thing I want to do.” If both of them could work “life would be easy”. She believes that if the minimum income threshold is raised any further "it is going to make it a nightmare for everyone".

Stuart McDonald, the SNP MP for Cumbernauld, Kilsyth and Kirkintilloch East, co-sponsored a Westminster Hall debate on the subject earlier this year. While the Tory manifesto pledge is vague, McDonald warns that one option is the highest income threshold suggested in 2012 - £25,700, or more than the median yearly wage in the East Midlands. 

He described the current scheme as “just about the most draconian family visa rules in the world”, and believes a hike could affect more than half of British citizens. 

"Theresa May is forcing people to choose between their families and their homes in the UK - a choice which most people will think utterly unfair and unacceptable,” he said.  

For those a pay rise away from the current threshold, a hike will be demoralising. For Paul McMillan, 25, it is a sign that it’s time to emigrate.

McMillan, a graduate, met his American girlfriend Megan while travelling in 2012 (the couple are pictured above). He could find a job that will allow him to meet the minimum income threshold – if he were not now studying for a medical degree.  Like Matthew, McMillan’s partner has no intention of claiming benefits – in fact, he expects her visa would specifically ban her from doing so. 

Fed up with the hostile attitude to immigrants, and confident of his options elsewhere, McMillan is already planning a career abroad. “I am going to take off in four years,” he told me. 

As for why the Tories want to raise the minimum income threshold, he thinks it’s obvious – to force down immigration numbers. “None of this is about the amount of money we need to earn,” he said. “We’re an easy target for the government.”

Julia Rampen is the digital news editor of the New Statesman (previously editor of The Staggers, The New Statesman's online rolling politics blog). She has also been deputy editor at Mirror Money Online and has worked as a financial journalist for several trade magazines. 

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