Arena Tool
Campaign targeting can feel daunting with jargon like universes, predictive models, or triple prime voters. We wanted to give you a guide that shows you how to approach building lists of voters for the purposes of persuasion or turnout.
Use this guide to learn the following:
- Assessing capacity for voter contact
- Persuasion universe creation
- Turnout universe creation
- Tiering universe based on your capacity
- Important questions to ask before finalizing your universes
This also includes an example of model documentation. Models are advanced analysis tools that can used in targeting voters based on a likelihood to support a candidate or issue or assess how likely they are to turnout in a given election. Models can vary in quality and their usefulness can change based on how often they are updated.
Model documentation is a summary of how a model was created and how to approach using a model. This is something you can request from a vendor who has created a model or from a state party who is providing access to a model. For more on comparing different targeting models check out our model validation tool.
Updated 4.15.2026
