Data mining is the process of analyzing data from different perspectives and summarizing it into useful business information. Voter files, demographic and consumer data, along with survey research and technology, help organizations gain a deeper understanding of a given situation. A “data warehouse” can include such information as name, address, birth date, political party among other basic fields. It can then be enhanced with census, commercial and other public data to provide a deeper “mine” from which to draw. Using this method, organizations can go well beyond traditional polling and surveys to look at trends, patterns and real explanations of why things occur. This ability can give the organization tremendous influence.
- Real world uses of this information for PAR might include:
- Targeting specific voters or members to enhance PAR’s grassroots political efforts
- Focused polling on REALTOR® specific issues
- Supporting REALTOR® association’s efforts on local issues
- Providing data to legislators that support our positions on issues
- Selling consulting services to non-REALTOR® entities
- A more cost-effective approach to public relations and image campaigns
- Providing specific data to enhance individual member’s marketing efforts
In January 2008, PAR President Bob Hay created a task force to investigate data mining and to determine if it holds value for PAR and its members. This task force presented a set of recommendations for entering into an agreement with Strategic Guidance Systems (SGS) to create a data mine specifically for the Pennsylvania Association of REALTORS®. The Board of Directors approved the agreement in January 2009 and an accompanying set of Bylaws in June 2009.
The Bylaws create a
Data Mining Services Committee to enhance and promote the objectives of PAR by providing survey research and related consulting services to members, local associations, and others who seek to use these services for political, marketing and other purposes. Any entity seeking services must complete and return a
Data Mine Services Request Form which will be considered by the Committee.