Case Study: Political Affiliation Analysis With Zip Codes

The challenge

A gift e-commerce company with right-leaning products has to decide if a new brand launch is required for their new slate of far-right gift products. Using existing customers’ ZIP CODE data, I could segment sales data by political affiliation.

The approach

Using 2016’s Presidential Election data — publicly available FIP CODE data — I matched ZIP CODES with FIP CODES (County Level). I can now see if existing sales data came from Republican Counties or Democrat Counties.

The results

Existing sales data indicate that approximately 40% of sales came from Democrat Counties and the remaining 60% came from Republican Counties. This insight indicated a separate brand is a required for the new slate of far-right gift products.

All sales data are for illustration purposes only.