Project: Making Data Actionable

Kraftiq Clients

Whether you are a marketing guru, campaign manager, corporate business administrator, or voter smart decision-making is a top priority. Making use of actionable data is a good place to begin the decision making process.

What is actionable data? Actionable means that the information you have captured (learnings, audience insights, analysis, etc) can be immediately used to inform the decision making process or solve problems. It's data which can be immediately acted upon.

Actionable data has been used for years. For example:

Nielsen ratings books - Allow television media planners to build their plans based on audience reach and frequency.

Polling data - Informs the messaging which political campaigns use to reach voters.

Product reviews - Used by consumers to filter out sub par products from their consideration set.

comScore - Digital media planners use data from comScore to help determine if they should buy ad impressions directly from a publisher, or target an audience using a DSP.

At KRAFTIQ, we are big believers in helping our clients understand and make use of data they have access to

A client was looking to create a solution for aggregating information about candidates’ congressional voting records. While this data is of public record, voters looking to do some research before Election Day might have a hard time tracking it down and making sense of it.

Our mission was to create a web app which would make the voting records of their hometown legislators available to voters searching for information about local candidates.

We created a custom query engine with an intuitive, type ahead user search interface. This allowed users to quickly search congressional voting records using the town, city or zip code they were registered to vote in as search criteria.

This eliminated the need for users to search by congressional district, which can be a confusing issue for many low information voters. It also eliminated the need for users to know the full name and or spelling of their local representatives. This made it easier to find the voting record of their local congressional representative or assemblyperson.