Precision anything is the domain of data science, since it relies on identifying patterns or similarities within data. Precision medicine, for example, matches patients to custom-fit medical interventions, based on the patient’s realized affliction or risk profile. Precision marketing matches individuals to information that will change behavior, like voting for a specific candidate or buying a particular brand of shoes. Presenting an advertisement for bathing suits does not make much sense for a consumer in Antarctica. Similarly, different people along the US political spectrum subscribe to different positions on gun ownership, reproductive rights, among other social issues. There is value in targeting; and more efficient targeting is better.