TALLAHASSEE -- Election season means you could be hit by a barrage of phone calls, door knocks and mail. And if it happens, it’s no mistake.
Florida’s political parties are pouring big money into a sophisticated new strategy called microtargeting.
Microtargeting relies on marketing data the parties have purchased.
The theory is if you drive a Ford or a Chevy, you’re likely to vote republican. If you’ve got a Volvo, chances are you’re a democrat.
From information like that, strategists can predict who you’re likely to vote for.
“When you get right down to it, when the rubber meets the road, it's about neighbors talking to neighbors; it's about direct voter contact with people who you know, who you trust,” said Democratic strategist Ben King.
The parties say microtargeting may not work so well this year since both presidential candidates are seen by many as moderates and have crossover appeal.
Comment on this story.