Population Grouping

After analyzing your population data, you need to tag each individual or household into groupings. These groupings will help you allocate your spending and tactics appropriately. There are numerous ways you can do this, but some suggested tags may include:

• Average household age

• Kids in home

• Gender split of household

• Political or ideological lean of house/individual

• Voting propensity of house/individual

• Religious affinity

This tagging will be used to assign tactics and messaging to individuals (i.e. set up their customized pipeline), as well as to tune messaging.

"Message tuning" typically involves the alteration of a general message to capitalize on some psychological or demographic feature you have identified. For example, you may adjust the manufactured name of an example person in your literature to resemble the name of your target recipient to capitalize on the familiarity principle.