This November, Americans will cast their votes for the next president of the U.S. But the road to the White House is long, and political campaigns have myriad ways to engage with the voting public. Today’s engagement strategies, however, can be much different from those of previous presidential races, predominantly because campaigners, parties and political action committees have access to much more information about voters than they have in the past. And as Michelle Andreas, vice president, client consulting, Nielsen, explains, today’s political campaigns can benefit from media metrics in the same way that advertisers have been doing for years.
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