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Inside the Secret World of the Data Crunchers Who Helped Obama Win

In late spring, the backroom number crunchers who powered Barack Obama’s campaign to victory noticed that George Clooney had an almost gravitational tug on West Coast females ages 40 to 49. The women were far and away the single demographic group most likely to hand over cash, for a chance to dine in Hollywood with Clooney — and Obama.

So as they did with all the other data collected, stored and analyzed in the two-year drive for re-election, Obama’s top campaign aides decided to put this insight to use. They sought out an East Coast celebrity who had similar appeal among the same demographic, aiming to replicate the millions of dollars produced by the Clooney contest. “We were blessed with an overflowing menu of options, but we chose Sarah Jessica Parker,” explains a senior campaign adviser. And so the next Dinner with Barack contest was born: a chance to eat at Parker’s West Village brownstone.

For the general public, there was no way to know that the idea for the Parker contest had come from a data-mining discovery about some supporters: affection for contests, small dinners and celebrity. But from the beginning, campaign manager Jim Messina had promised a totally different, metric-driven kind of campaign in which politics was the goal but political instincts might not be the means. “We are going to measure every single thing in this campaign,” he said after taking the job. He hired an analytics department five times as large as that of the 2008 operation, with an official “chief scientist” for the Chicago headquarters named Rayid Ghani, who in a previous life crunched huge data sets to, among other things, maximize the efficiency of supermarket sales promotions.

Read more: http://swampland.time.com/2012/11/07/inside-the-secret-world...

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Math

It should be used for Good, not for Evil.

What do you think? http://consequeries.com/

Probably a good thing I

Probably a good thing I wasn't invited to anything like this.

Southern Agrarian

People

Are they this stupid?

'

donvino

Some of them are

But I believe most of them aren't. People seem to have forgotten about the Diebold machines overnight. I think that has much more to do with who "won" than any of the smoke & mirrors described in the OP. The system is STILL rigged and as long as it is, we'll have no way of knowing how people really voted.