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Political Campaigns • Advocacy • Public Affairs • Corporations
Hal Malchow is the Chairman of Changing Targets Media™. In the mid-1990's, Hal pioneered the use of statistical modeling and data mining techniques in political campaigns and fundraising. These developments are described in his book, Political Targeting, which is now in its second edition and third printing.
In 2005, Hal received the Sisk Award for pioneering vision that has shaped the direct marketing industry. The two previous recipients were the marketing director at NIKE and the National Geographic Society.
Before entering the direct mail business in 1985, Hal managed four major campaigns, including the first Senate campaign of Al Gore. Hal holds a law degree from the University of the Pacific, where he was named outstanding graduate of his class.
He and his family live in Arlington, Virginia. If you're looking for him there, however, Hal's wife says that you can usually find him - regardless of the weather - outside tending to the needs of his garden.
Amy Gershkoff is a founding partner of Changing Targets Media™, and developed the Precision Buy™ software that is the basis for our media targeting and analysis. She most recently served as Vice President of Analytics at MSHC Partners, where she developed microtargeting strategies for political campaigns and advocacy organizations. Prior to joining MSHC Partners, she worked as a polling consultant, providing strategic advice to campaigns and advocacy groups, and taught at Princeton University.
Her articles have been published in numerous media outlets and academic journals, including the Washington Post, Christian Science Monitor, Perspectives on Politics, and Politics Magazine, and she has been a commentator on NPR, XM Radio, ABC, CSPAN, and for various print media outlets.
Gershkoff has been recognized as an "up and coming" leader in survey research by Public Opinion Pros, and was the recipient of the American Association of Public Opinion Research Seymour Sudman Award in 2005. In 2008, she was named a “Rising Star” for 2008 by Campaigns and Elections magazine. She holds a Ph.D. from Princeton University.
Amelia Showalter graduated from Harvard University’s John F. Kennedy School of Government with a Master's degree in Public Policy before becoming an Analyst at MSHC Partners, where she assisted with microtargeting for several campaigns in 2008. She now brings her expertise in political analysis to her new role as Director of Media Strategies with Changing Targets Media™. In addition to researching and developing new strategic targeting tools, she has coordinated the media targeting reports for more than three dozen campaigns and organizations. Prior to joining Changing Targets Media™, she worked for EMILY’s List and the American Constitution Society for Law and Policy after graduating cum laude from Harvard College.
Micheál
John Yuda comes to Changing Targets Media™ with more than ten years of experience in web development. He has worked in the financial, non-profit, and government sectors, where he received awards such as the Congressional Management Foundation's Silver Mouse Award. John holds a Bachelor of Arts from The Pennsylvania State University.
Anushka Rai earned her Master's in Computer Engineering from The George Washington University before joining Changing Targets Media™ as a Programmer. While still in school, she worked as a Software Security Analyst at Arxan Technologies, Inc. Anushka graduated with a Bachelor's degree in Telecommunication Engineering from Bangalore, where she had the opportunity to intern at Oracle SSI and Hewlett-Packard GDIC in the field of databases and software programming.
Michelle Cassorla holds a dual Bachelor's degree in Government and American Studies from Cornell University. She worked on John Edwards' 2007 presidential campaign in Iowa before joining MSHC Partners for the 2008 election cycle. Michelle has also worked in Senator Edward M. Kennedy's education policy office on Capitol Hill and in his press office in Boston. At Changing Targets Media™, Michelle handles much of the firm's marketing and communications, as well as client projects. At Cornell, her senior honors thesis on campaign advertising was awarded the Janice N. and Milton J. Esman Prize for outstanding undergraduate scholarship from the Government Department.
Amanda Johnson recently graduated from American University in Washington, DC, with a Bachelor's degree in International Studies and a minor in Political Science. During her time at American, she interned for Interfaith Peace-Builders and also worked as an assistant at KAI Corp., an international consulting firm.