Mintigo Report: Dem, GOP Congressional Candidates Speak Drastically Different Languages

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SAN FRANCISCO (October 30, 2012) — Mintigo today unveiled results from its DNA Spotlight, which revealed major insights into words and topics favored by Republicans and Democrats this election season. Mintigo’s Customer Search Engine™ scoured the websites of more than 500 U.S. House of Representatives candidates, scientifically evaluating the wording and topics used by Republican and Democratic candidates to point to larger trends.

Key findings from the “Mintigo DNA Spotlight Report” showed:

  • Republican candidates were more than twice as likely as Democrats to use the words “budget,” “taxes,” “cut,” “debt,” “jobs,” “balance” and “reduce.”
  • Democratic candidates were nearly two and a half times as likely as Republicans to use the words “education,” “Medicare,” “seniors” and “veterans.” Democrats’ sites were also 50 percent more likely to use the terms “help,” “support” and “join the campaign.”
  • Republican websites mentioned President Barack Obama 50 percent more often than Democratic sites.
  • Democratic sites were 2.4 times more likely than Republicans to mention “job security.”
  • Social media mentions were low compared to the enterprise world. Only 75 percent of the Republicans’ sites, and 74 percent of Democrats’, contained the word “Facebook.” The term “Twitter” turned up on 64 percent of Republican sites and 62 percent of Democratic sites. Only 9 percent of each side promoted its presence on LinkedIn.
  • Among all of their websites, less than half of the candidates were using Google Analytics — only 47 percent of Democrats and 49 percent of Republicans.

Drawing Party Lines with Scientific Analysis

Mintigo’s Customer Search Engine™ scans users’ social media and online activity to find key terms and recognize patterns in language. Applied to candidates’ websites, the Customer Search Engine weighed the use of each word across websites, highlighting words that appeared more often than average. Insights were gleaned after the Customer Search Engine compared the number of times words appeared on Republican sites to the number of times they appeared on Democratic sites.

True to their platform, Republican candidates were slightly more than twice as likely as Democrats to use the words “budget,” “taxes,” “cut,” “debt,” “jobs,” “balance” and “reduce.” Republicans’ common use of the word “jobs” speaks to those who are unemployed or underemployed, aiming to win over those voters to its own economic plan.

Democratic candidates were nearly two and a half times as likely as Republicans to use the words “education,” “Medicare,” “seniors” and “veterans.” Moreover, Democratic sites are 2.4 times more likely to mention “job security.” This appeals to voters who are currently employed, a group of voters who might be more receptive to the idea of sticking with the Democrats’ economic policies.

Democrats’ sites also emphasized the idea of teamwork. They were 50 percent more likely to use the terms “help,” “support” and “join the campaign.” Meanwhile, Republican websites mentioned President Barack Obama 50 percent more often than Democratic sites, suggesting that a sitting president is one a focal point for the ire of the opposing party.

Linguistic Nuances Trump Tech Savvy

Mintigo found that in spite of the verbal dissimilarities on the candidates’ websites, all had one thing in common: They rarely mentioned major social media platforms. Only 75 percent of the Republicans’ sites, and 74 percent of Democrats’, contained the word “Facebook.” The term “Twitter” appeared on 64 and 62 percent of the sites, respectively, and only 9 percent of each side mentioned “LinkedIn.” Candidates’ websites tended to lack technical sophistication. Among all of their websites, less than half were using Google Analytics — only 47 percent of the Democrats’ and 49 percent of the Republicans’.

A New Definition of Fact-Checking

As Republicans and Democrats battle for influence over key swing states and voter demographics, the public is being bombarded with talking points, timely messages and promises. It seems only natural that applying cutting-edge marketing intelligence tools to political campaigns would provide transparency into the verbiage used by each party during the election season. By uncovering general trends in word usage that separated parties, Mintigo opened the doors for the scientific determination of political affiliation based on verbal analysis.

“Normally Mintigo is used to find patterns for marketing, but of course political campaigsn are a lot like marketing,” says Dr. Jacob Shama, CEO of Mintigo. “Our big data technology sifts through all the unstructured data of the Web and discovers the unique fingerprint, or DNA, of any group on the Web.”

About Mintigo

Mintigo operates the world’s first Customer Search Engine™, scanning the Web and social networks to provide marketers with a feed of prospects and campaign intelligence. Only Mintigo can analyze massive amounts of unstructured data on the Web to discover the unique CustomerDNA™ for any product. By discovering who is likely to buy today, Mintigo helps its customers send relevant, personalized campaigns, doubling campaign conversions and increasing revenue per customer. Mintigo is locatd in San Francisco and Tel Aviv. To learn more, visit www.mintigo.com or contact mintigo@bocacommunications.com.

Customer Search Engine™ and CustomerDNA™ are registered trademarks of Mintigo. All other registered and unregistered trademarks in this document are the sole property of their respective owners.

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