I wrote a few posts a while back about online political marketing (and online political research. As I said then, I’m going to add what else I’ve learned since then.
There are three main goals to political marketing, enlisting volunteers, raising money and getting your message out and voted for. Its easy enough to set up conversion goals in an analytics system for volunteer signups and donations (ROI calculations are even possible for the donations), but measuring message acceptance can get tricky short of doing a poll or survey type questionaire. Traditional engagement metrics like time on site and page views per visit as well as loyalty metrics like return frequency and percentage of return visitors…
I just got finished audio-booking pollster Frank Luntz’s new book Words that Work. While I’m very different from Luntz politically (he’s the guy who renamed the estate tax to the death tax, and is anti-”illegal immigration”) I’m absolutely fascinated by his work with language, specifically his testing methods. The book is a great read/listen especially for an online marketing professional who relies on words and images entirely to sell a product or a viewpoint, lots of great stuff in there.
But what really piques my interest in Luntz, and has since I first became aware of him when I watched the documentary “The Persuaders”, is his testing methods and how they overlap with the split and multivariate testing stuff…
I didn’t notice it until today, the 3rd but the perma link page for my boston city council SERP probe is 5th at google but nowhere in msn or yahoo. I had expected the homepage to show up first, before the perma link, but the page has a freshtag of Feb 1, 2007, the day after I made that post.
Incidentally I also made it in the evening on the 31st.
I further expect this page to disappear for a few days when the freshtag goes away.