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Q: What is the difference between analytics and microtargeting and can I afford either in a city council race?

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A: According to Tom Bonier of Clarity Campaign Labs, the nomenclature of analytics vs. microtargeting is not settled, reflecting the relative newness of the field. "Analytics refers more broadly to the practice of analyzing the broad stores and sources of data campaigns have access to, with an eye towards gaining strategic insight," Bonier explains. "Microtargeting is generally used to describe the process of building voter level predictive models--such as candidate support, partisanship, persuadability, or issue preference."

As for municipal races, Bonier notes that there has not been widespread use of either of these data tools, although "recent advances in available data and techniques have made these important tools much more widely available and affordable."

Point being, analytics and micro-targeting may not show up this cycle in many individual district races, but they will become ubiquitous as campaign committees and caucuses offer them as in-kind services, and as cost efficiencies increase over time.