Despite what some political parties might prefer, there is no guarantee that Canadians will be going to the polls this fall. Still, when an election is called, Environics wants to make it easier for politicians to reach potential voters. So, last week, the data analytics company unveiled VoterConnect, which it describes as a “database designed to revolutionize how political campaigns target and communicate with voters.”

The database simplifies how candidates and political parties target and engage voters. “Whether a campaign uses traditional media like TV and face-to-face canvassing or web-based social media, VoterConnect’s strength lies in its ability to support targeting at all levels, from postal codes and custom digital audiences to ridings, regions and provinces. The database is fully non-partisan and complies with the highest privacy standards, the company said in a statement.

VoterConnect integrates with major ad-buying systems, so the database can be activated across media channels, from social media to connected and linear TV. With 15 custom-built socio-demographic Canadian segments, VoterConnect enables candidates or campaigns to drill down into voter behaviour by looking at voting history, wealth, demographics, spending habits and media preferences. Armed with this data, strategists can identify key voting groups where a candidate’s message will resonate the most.

Jan Kestle, founder and president of Environics Analytics says VoterConnect can make the average Canadian’s life easier by helping them receive relevant messaging during elections. “This is a Canadian system tailored to this country with its unique multi-party and confidentiality landscapes.”