Voter Modeling 101: How to build a voter model that will win your election
In campaigns at every level, targeting models have become the standard method for determining voter universes. As a result, a working knowledge of models and how to use them have become essential for political professionals. This session looks to explain the purposes of a model, their construction, verification, and appropriate application.
Amy Gershkoff is a founding partner of Changing Targets Media, and developed the Precision Buy software that is the basis for our media targeting and analysis. She most recently served as Vice President of Analytics at MSHC Partners, where she developed microtargeting strategies for political campaigns and advocacy organizations. Prior to joining MSHC Partners, she worked as a polling consultant, providing strategic advice to campaigns and advocacy groups, and taught at Princeton University's Woodrow Wilson School of Public and International Affairs.
Her articles have been published in numerous media outlets and academic journals, including the Washington Post, San Francisco Chronicle, Huffington Post, and Politics Magazine, and she has been a commentator on NPR, XM Radio, ABC, CSPAN, and for various print media outlets.
Gershkoff was the recipient of the American Association of Public Opinion Research Seymour Sudman Award in 2005. In 2008, she was named a “Rising Star” by Campaigns and Elections magazine, and most recently she was named one of the "40 Under 40 Leaders in Progressive Politics" by the New Leaders Council. She holds a Ph.D. from Princeton University.
