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Data-Mining Firm Searches for Voters by Combing High School Yearbooks

A company working for John Kasich's super-PAC is trying to create a “social graph” of possible supporters by scanning high school yearbooks, small-town newspapers, and sports-team rosters.

Inside Victory Lab: How Kasich Super PAC Targets Voters

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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