Data-Mining Firm Searches for Voters by Combing High School Yearbooks
In recent weeks, as Ben Carson began to slip in national polls of the Republican presidential primary field, volunteers at New Day for America, the super-PAC backing Ohio Governor John Kasich, began calling Carson backers in New Hampshire who might be open to Kasich as a second or third choice. But these weren’t just shots in the dark. They were equipped with a target list of voters identified as social anchors—people who are particularly influential within their personal networks, based on information culled from yearbooks, church lists, sports rosters, and other sources nationwide.
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