In MIT Technology Review, Sasha Issenberg has a three-part look at how the Obama campaign was effectively able to harness big data. Here are the concluding paragraphs from Part Three:
A few days after the election, as Florida authorities continued to count provisional ballots, a few staff members were directed, as four years before, to remain in Chicago. Their instructions were to produce another post-mortem report summing up the lessons of the past year and a half. The undertaking was called the Legacy Project, a grandiose title inspired by the idea that the innovations of Obama 2012 should be translated not only to the campaign of the next Democratic candidate for president but also to governance. Obama had succeeded in convincing some citizens that a modest adjustment to their behavior would affect, however marginally, the result of an election. Could he make them feel the same way about Congress?
Simas, who had served in the White House before joining the team, marveled at the intimacy of the campaign. Perhaps more than anyone else at headquarters, he appreciated the human aspect of politics. This had been his first presidential election, but before he became a political operative, Simas had been a politician himself, serving on the city council and school board in his hometown of Taunton, Massachusetts. He ran for office by knocking on doors and interacting individually with constituents (or those he hoped would become constituents), trying to track their moods and expectations.
In many respects, analytics had made it possible for the Obama campaign to recapture that style of politics. Though the old guard may have viewed such techniques as a disruptive force in campaigns, they enabled a presidential candidate to view the electorate the way local candidates do: as a collection of people who make up a more perfect union, each of them approachable on his or her terms, their changing levels of support and enthusiasm open to measurement and, thus, to respect. “What that gave us was the ability to run a national presidential campaign the way you’d do a local ward campaign,” Simas says. “You know the people on your block. People have relationships with one another, and you leverage them so you know the way they talk about issues, what they’re discussing at the coffee shop.”
Few events in American life other than a presidential election touch 126 million adults, or even a significant fraction that many, on a single day. Certainly no corporation, no civic institution, and very few government agencies ever do. Obama did so by reducing every American to a series of numbers. Yet those numbers somehow captured the individuality of each voter, and they were not demographic classifications. The scores measured the ability of people to change politics—and to be changed by it.
Combining numbers and a personal appeal made for a winning campaign. Part Two has more on how the Romney campaign watched what the Obama campaign was doing and tried to react and yet couldn’t quite figure it out.
Since this appears to have been the winning formula in 2012, I imagine there will be plenty of others who will try to duplicate it. One way would be to get the Obama campaign database and information and it is not clear who might be able to access that in the future. Another way would be to hire some of the Obama campaign people who made this happen – I imagine they will get some lucrative offers moving forward. A third option would be to try to find another way but this could be tedious, require a lot of resources, and may not come to the same conclusion.