Conversational Data Analytics
Eleven districts. Eleven different conversations.
A first-time candidate with no established political presence needed to know what Virginians were actually saying about the issues that would decide the race. Working alongside the campaign’s marketing agency and communications team, Metric Centric built a conversational data analytics program to measure the digital voice of Virginian constituents, district by district.
A first-time candidate, a statewide race.
Businessman Glenn Youngkin was a first-time gubernatorial candidate running as a Republican in the State of Virginia. He did not have an established political presence nor much of a campaign platform. However, he did have a natural ability to communicate well to Virginian constituents on important statewide issues and concerns.
Youngkin had to defeat six Republican candidates at the gubernatorial convention, and then confront an election challenge against Democrat and former-Virginia Governor Terry McAuliffe.
Listening to Virginia, district by district.
Working alongside Glenn Youngkin’s marketing agency and communications team, Metric Centric developed a conversational data analytics program to measure and monitor the digital voice of Virginian-constituents. By engineering a social listening program that captured and analyzed public dialog on specific concerns across the State of Virginia, our team was able to compare audience perception and sentiment towards primary political topics and summarize data insights within each of the voting district regions in Virginia. These insights would enable Glenn Youngkin to pinpoint messaging into precise subtopics of interest across each voting district.
Economy & Jobs
Healthcare
2nd Amendment Rights
Schools & Education
Election Integrity
A competitive advantage, and the Governor's seat.
Our analysis targeted 11 voting districts across the State of Virginia and revealed unfiltered feedback towards critical issues regarding economy/jobs, healthcare, 2nd amendment rights, and schools/education. Also, the subject of election integrity became an important topic during the Governor’s race.
Because the data was organized by district rather than statewide, the campaign could see where the same issue carried different weight, and where a subtopic mattered locally that did not register in aggregate. That detail shaped where the candidate spoke, what he led with, and which concerns he addressed directly in each region of the Commonwealth.
Our insights prepared Glenn Youngkin with talking points on key issues specific to each voting district. This gave Glenn Youngkin a competitive advantage – and ultimately helped lead him towards winning the Governor’s seat.