Some of the GOP advantages are recent developments, such as the database called Voter Vault, which was used to precision in the San Diego County special election. The program allows ground-level party activists to track voters by personal hobbies, professional interests, geography â€” even by their favorite brands of toothpaste and soda and which gym they belong to.
Both parties can identify voters by precinct, address, party affiliation and, often, their views on hot-button issues. Democrats also use marketing data, but Voter Vault includes far more information culled from marketing sources â€” including retailers, magazine subscription services, even auto dealers â€” giving Republicans a high-tech edge in the kind of grass-roots politics that has long been the touchstone of Democratic activists.
As a result, Republicans have moved well ahead of Democrats nationally in their ability to find previously unaffiliated voters or even wavering Democrats and to target them with specially tailored messages. Voter Vault, although it is a closely guarded GOP trade secret, is nevertheless easily accessible to on-the-ground campaign workers and operatives should they need to mobilize votes in a hurry.