microtargeting: making our universe larger?

Interesting article from INFORMATION WEEK about relational-database parity becoming a deciding factor--in this case, in politics. This is a huge shift.

The Democratic National Committee spent $8 million this time around on a multiterabyte relational database from Netezza. Instead of assembling an Oracle database, EMC storage, and IBM servers, Netezza's Performance Server stores, filters, and processes terabytes of data within a single Linux-based appliance, installed in hours rather than weeks and at lower cost, says Gus Bickford, a consultant who helped implement the DNC database.


Between 60% and 70% of the system's data came from InfoUSA, which sells data on voters' income, age, address, home value, telephone numbers, vehicles, bankruptcy filings, mail order purchases, marital status, and more--including such "lifestyle" information as whether they like auto racing or motivational speakers. The rest came from commercial and public databases.