VoterConnect
Hyper-local data to understand, reach and persuade voters
For the first time in Canada, VoterConnect offers a fast, flexible, and cost-effective data-set solution that simplifies how candidates and political parties target and engage voters.
Whether a campaign uses traditional media like TV, direct mail or canvassing, or the many digital media options, VoterConnect’s strength lies in its ability to support the planning and execution of all types of outreach by combining past voting behaviours, demographics, attitudes, media preferences and more in a range of geographic data tables.
There are hundreds of indicators in VoterConnect that have been selected for their relevance to political campaigns and advocacy. These are pre-calculated to make selecting the right audiences for different outreach strategies very convenient. For example, you can easily select the postal codes where the victory margin was small, where a party under-performed relative to a regional benchmark, and where certain issues or demographic characteristics tend to be more important in those postal codes. Environics Analytics’ data connects to the media buying ecosystem which makes outreach using the data simpler and more precise.
The VoterConnect database is fully non-partisan and complies with the highest privacy standards (EA is ISO 31700-1 Privacy-by-Design certified).
Intelligence, not just data
Access variables by postal code showing parties' vote share and all demographic and attitudinal variables. Additional performance indicators compare each variable with benchmarks based on region and VoterConnect's socio-demographic segments created specifically to reflect voting patterns.
Fill in data gaps
Combine VoterConnect with your party’s voter ID data and polling results to gain deeper insights into voter attitudes and issues.
Build the voter persona
Leverage the built-in knowledge of EA’s 15 voter segments – as seen on CTV election coverage for the past several elections – to help tune your messaging.
Actionability
Find and reach the voters you want, directly and easily – at their doorsteps and in the media they consume, because VoterConnect data links to the media ecosystem.
Want to see VoterConnect in action?
What is in the database?
- Hundreds of variables covering up-to-date current-year demographics, wealth and expenditures, psychographics, behaviours, and media preferences. All have been selected for relevance to political and advocacy campaigns.
- Privacy-compliant voting behaviours modelled for six-digit postal codes (750K+ across Canada), for the last two federal and provincial* elections. These estimate vote share for each major party, FSAs and both existing and future electoral boundaries using EA’s industry-leading geographic projection techniques.
- Gain insights on 15 VoterConnect segments (created from EA’s PRIZM segmentation system) along with the other variables in the database to inform the tone and imagery of your messages.
- Activate and speak to the right voters at the doorstep or in media through the power of EA’s data in the media activation ecosystem, spanning direct mail, DOOH (billboards, etc.), DSPs (demand side platforms in automated advertising buying), addressable TV, social media and more.
- Easily accessed using SFTP for secure file transfers. Any Cloud environment for flexible storage and access. Direct integrations with Snowflake, Databricks, and BigQuery for advanced analytics. Support for GIS formats including SHP and YXDB.
*Provincial election data for select provinces available initially; more to be added as needed.
Answer key questions like:
- Which voters within a riding do I prioritize on influencing to boost my chances? What issues are most important to them?
- Which postal codes do I assign canvassers to cover? What kinds of voters can they expect to encounter?
- With whom do I focus “get out the vote” efforts to boost turnout?
- To whom do I target a digital media strategy on a specific topic?
- Which mix of media channels do I use to reach my intended audience?
Vast Array of Data to Choose From
Enhance your data with our privacy-compliant, authoritative databases. Choose from over 60 databases including financial, demographic, segmentation and behavioural data.
Demographic Data
Reach your best customers, track neighbourhood growth patterns and forecast trends with demographic data. We offer five proprietary, privacy-compliant databases.
Segmentation Data
Create more effective marketing strategies with a comprehensive picture of your customers according to their shared demographic, lifestyle and behavioural traits.
Behavioural Data
Understand the behaviours, preferences and attitudes of your target market with insights from media and shopping habits to attitudes on charitable giving and the environment.