In a Marketplace report, “data intelligence” and targeting ad firm Dstillery CEO Tom Phillips discusses how the organization employed data analysis technology to find correlating voter traits from participants in the Iowa caucus. “We watched each of the caucus locations for each party and we collected mobile device ID's," Phillips said. "It's a combination of data from the phone and data from other digital devices." The result? "NASCAR was the one outlier, for Trump and Clinton," Phillips said. "In Clinton's counties, NASCAR way over-indexed." While Dstillery has only taken a look at Iowa voters, it “anticipates compiling voter data in other primaries” depending on candidate interest, the report states.
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