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Hacking the Electorate is the most comprehensive study to date about the consequences of campaigns using microtargeting databases to mobilize voters in elections. Eitan Hersh follows the trail from data to strategy to outcomes. Hersh argues that most of what campaigns know about voters comes from a core set of public records. States vary in the kinds of records they collect from voters - and these variations in data across the country mean that campaigns perceive voters differently in different areas. Consequently, the strategies of campaigns and the coalitions of voters who are mobilized fluctuate across the country because of the different ways campaigns perceive the electorate. Data policies influence campaigns, voters, and increasingly, public officials.

In 1995, Hal Malchow used the first microtargeting techniques to help Ron Wyden win his special election for the U.S. Senate. Since that time, MSHC Partners has continued that work and today is the only political communications firm with a full-time Targeting Department doing advanced modeling. The New Political Targeting was published in 2003 to bring microtargeting to campaigns nationwide. Since that time these techniques have been widely adopted by campaigns, political parties and interest groups throughout America. Now, Hal Malchow has written a new, expanded edition that shares new developments in the targeting fields and provides explanations for the average campaign about more advanced microtargeting techniques. Malchow offers new data to help predict candidate support, voter persuadability, turnout and the audiences that will respond to the messages most often used in politics today. The second edition of Political Targeting comes complete with a program to help you find your ideal targets and determine the most efficient means of communicating with them.