Big Data: Lessons from the 2012 election

The US Presidential elections of 2012 confounded many pundits. The Republican candidate, Gov. Mitt Romney, put together a strong campaign and polls leading into the final week that suggested a close race. The final results were not so close, and Barack Obama handily won a second term.

Antony Young explains how the Obama campaign used big data, analytics and micro targeting to mobilize key voter blocks giving Obama the numbers needed to push him over the edge.

“The Obama camp in preparing for this election, established a huge Analytics group that comprised of behavioral scientists, data technologists and mathematicians. They worked tirelessly to gather and interpret data to inform every part of the campaign. They built up a voter file that included voter history, demographic profiles, but also collected numerous other data points around interests … for example, did they give to charitable organizations or which magazines did they read to help them better understand who they were and better identify the group of ‘persuadables‘ to target.”

That data was able to be drilled down to zip codes, individual households and in many cases individuals within those households.”

“However it is how they deployed this data in activating their campaign that translated the insight they garnered into killer tactics for the Obama campaign.

“Volunteers canvassing door to door or calling constituents were able to access these profiles via an app accessed on an iPad, iPhone or Android mobile device to provide an instant transcript to help them steer their conversations. They were also able to input new data from their conversation back into the database real time.

“The profiles informed their direct and email fundraising efforts. They used issues such Obama’s support for gay marriage or Romney’s missteps in his portrayal of women to directly target more liberal and professional women on their database, with messages that “Obama is for women,” using that opportunity to solicit contributions to his campaign.

“Marketers need to take heed of how the Obama campaign transformed their marketing approach centered around data. They demonstrated incredible discipline to capture data across multiple sources and then to inform every element of the marketing – direct to consumer, on the ground efforts, unpaid and paid media. Their ability to dissect potential prospects into narrow segments or even at an individual level and develop specific relevant messaging created highly persuasive communications. And finally their approach to tap their committed fans was hugely powerful. The Obama campaign provides a compelling case for companies to build their marketing expertise around big data and micro-targeting. How ready is your organization to do the same?”

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