2 people think this is good

    Grant Garrison Juana Colon

How President Obama’s campaign used big data to rally individual voters.

Maria Redin

The Obama 2012 campaign used data analytics and the experimental method to assemble a winning coalition vote by vote. In doing so, it overturned the long dominance of TV advertising in U.S. politics and created something new in the world: a national campaign run like a local ward election, where the interests of individual voters were known and addressed.

Continue to technologyreview.com



  • Grant Garrison

    Thank goodness someone finally tested the value of data-driven community organizing vs. big TV ads and found the hunches of so many of us turned out true: the media-industrial complex that drove that prioritization for so long and made so many Mark Penn types rich was wrong and immoral. I hope this lesson outlasts Obama's two terms, particularly if Hillary (whose 2008 campaign was really sunk by Mark Penn-ness) runs (which I sure hope she does!).