Models and microtargeting are dramatically changing the landscape in Canadian and American elections. What are the applications for smaller political and advocacy campaigns? Could deeper insights into your data provide the competitive advantage you need? This module will provide a compelling, accessible introduction to topics such as segmentation, microtargeting and predictive analytics using well-known examples and simple, back-of-the-envelope exercises. Talia Borodin's clear, engaging teaching style will help you master basic concepts, improve your organization's data collection efforts and use data analysis to maximize your limited resources.