An electrical control system (31) for a tire building machine servicer (10) and method for controlling the position of a component material (13) emitted from the servicer (10) on a conveyor (12) includes an electrical guidance system (33) and an electrical drive tracking system (34). The electrical guidance system (33) includes two cameras (39, 40) providing pulse train output signals indicative of the position of the material edges relative to a fixed longitudinal axis (23), the number of pulses in which are counted in lateral position error counter (46) to provide an error correction signal to a conveyor position drive motor (30). The electrical drive tracking system (34) includes two encoders (81, 82) providing pulse train output signals indicative of the position of the component material (13) relative to the locus of points of an elastic material on a rotatable tire building drum (15). The encoder pulse train output signals are processed and counted in a tracking error counter (110) to provide a tracking error correction signal to a conveyor drive motor (19).