How the Obama campaign won the race for voter data
This is how you win elections these days. Stop wasting money on people that won't vote for you. Follow up with the ones that will vote for you and potentially will vote for you. It's all out there.
Dan Wagner had come to the DNC after the 2008 election to expand what was initially a tiny analytics operation. In early 2010, others on the Obama team had an epiphany about the value of analytics. It came just before the special election to fill the Senate seat of the late Edward M. Kennedy in Massachusetts. Many Democrats were still in denial about the direction of the race, incredulous that a little-known Republican state senator named Scott Brown could have enough momentum to defeat Democratic state Attorney General Martha Coakley. Wagner, who was operating with the analytics team out of the DNC, analyzed the numbers and surmised that Brown would win. He delivered his conclusions and the data to Messina. “He said, ‘We’re going to lose, and here’s why we’re going to lose,’ and it happened almost exactly like that,” Messina said. “That’s when we first started saying this modeling can really be something.”
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