For some, political microtargeting signals the dehumanization of politics. For others, this type of sophisticated analysis is a highly efficient way of pinpointing potential voters. For example, analyzing a voter in Richmond, Virginia, traditionally simply identifies the number of school-age children, type of car, zip code, magazine subscriptions, and mortgage balance. But data crunching could even indicate if the voter has dogs or cats (cat owners lean slightly for Democrats, dog owners trend Republican) After the analysis, the voter is placed into a political tribe, and analyzers can draw conclusions about the issue that matter to this particular voter. Is that so horrible?