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The Data Crunchers Who Helped Win The Election

concealment sends in a story at Time that goes behind the scenes with the team of data crunchers that powered many of the Obama campaign's decisions in the lead-up to the election. From the article: "For all the praise Obama's team won in 2008 for its high-tech wizardry, its success masked a huge weakness: too many databases. Back then, volunteers making phone calls through the Obama website were working off lists that differed from the lists used by callers in the campaign office. Get-out-the-vote lists were never reconciled with fundraising lists. It was like the FBI and the CIA before 9/11: the two camps never shared data. ... So over the first 18 months, the campaign started over, creating a single massive system that could merge the information collected from pollsters, fundraisers, field workers and consumer databases as well as social-media and mobile contacts with the main Democratic voter files in the swing states. The new megafile didn't just tell the campaign how to find voters and get their attention; it also allowed the number crunchers to run tests predicting which types of people would be persuaded by certain kinds of appeals. Call lists in field offices, for instance, didn't just list names and numbers; they also ranked names in order of their persuadability, with the campaign's most important priorities first. About 75% of the determining factors were basics like age, sex, race, neighborhood and voting record. Consumer data about voters helped round out the picture. 'We could [predict] people who were going to give online. We could model people who were going to give through mail. We could model volunteers,' said one of the senior advisers about the predictive profiles built by the data. 'In the end, modeling became something way bigger for us in '12 than in '08 because it made our time more efficient.'"

32 of 208 comments (clear)

  1. Ummm... by Nexion · · Score: 5, Insightful

    creepy.

    1. Re:Ummm... by Jstlook · · Score: 5, Interesting

      Again, I'm going to reiterate my point. I don't care if they spend a billion dollars on a campaign (I prefer my privacy, thanks) on one condition:
      Use your datamining to actually get government right. Figure out what everybody wants, and find a solution. If you're going to "run 66,000 campaign predictions a night", how many can you run that analyze the effects of your policies, actions, and decisions.
      Cause honestly, it looks to me like government has gotten really good at screwing things up. I'd hate to lose my faith in humanity before I'm dead.

      --
      ---jstlook ---For that is the way of Elves, for they say both yes AND no, and mean every word of it. --- J.R.R.T.
    2. Re:Ummm... by hairyfish · · Score: 3, Insightful

      Well, Obama certainly hasn't gotten "what the people want" very right.

      Well, depends on which people you are talking about. For most of the other 6.7 billion people who don't live in the US, he got it right. As a member of the free world in which the POTUS claims leadership of, I want a leader who at least sounds like he finished high school. For some reason the Republicans don't seem to have too many of those.

  2. Very interesting by wcrowe · · Score: 5, Interesting

    I don't get involved in politics these days, but I'm still registered as a Republican. As a consequence, I still get political calls and mail from time to time. The one thing I've noticed about how the GOP operates is that they make a lot of assumptions about what I think on various issues. It's like they cannot fathom that I might look at things a little bit differently than the party line. After reading this article, it makes me wonder if the GOP is out of touch with other voters who lean to the right.

    It sounds like the Democrats have put a lot of effort into understanding their electorate.

    --
    Proverbs 21:19
    1. Re:Very interesting by PRMan · · Score: 4, Interesting

      I have the EXACT same experience. They were floored when I asked them whether their next presidential candidate had different view on redefining torture and if not, I was voting for Obama. The phone literally got so silent I could hear other conversations in the background clearly.

      --
      Peter predicted that you would "deliberately forget" creation 2000 years ago...
    2. Re:Very interesting by dgatwood · · Score: 5, Interesting

      The rank and file Catholics can’t even agree on the abortion issue.

      It's not that Catholics don't mostly agree that abortion is bad. It's that Catholics tend to be a lot more pragmatic as a group than their clergy would perhaps like. There are three factors here:

      • Catholics don't universally agree on whether it should be illegal—that is, whether their moral objection to it outweighs the need for a clear separation of church and state—whether they have the right to push what is essentially a religious belief on those who do not share that belief.
      • A sizable percentage of American Catholics realize that making it completely illegal has the potential to actually cost lives in some medical cases. That certainly isn't something that the Church as an institution will likely ever accept, but it is a reality that most American Catholics will concede. If your choice truly is whether to abort a fetus (or administer medical treatment that has the potential to kill the fetus) or let two people inevitably die, even most people who are against abortion in general have a hard time stomaching the latter.
      • Most Catholics recognize that there are more important issues that are more likely to actually have a real impact on the world. Roe v. Wade is a wedge that Republicans use to try to get votes, but in reality, they almost never actually do anything to try to change it.

      That last one is crucial to understanding Catholic voters. The abortion debate is full of sound and fury, signifying nothing—all talk, no action. As long as that remains the case, it makes sense to evaluate the candidates based on issues that they might realistically act upon—health care, civil rights, care for the poor, etc.

      --

      Check out my sci-fi/humor trilogy at PatriotsBooks.

    3. Re:Very interesting by dunezone · · Score: 3, Insightful

      I have the EXACT same experience. They were floored when I asked them whether their next presidential candidate had different view on redefining torture and if not, I was voting for Obama. The phone literally got so silent I could hear other conversations in the background clearly.

      Listed as a Republican so they call me as well. The last time they called the individual on the other side of the phone immediately jumped into a speech about appealing Obama Care. Never asked my opinion or anything just immediately assumed I was against it because I was registered as a Republican. It became very awkward for him when I started talking about how I liked some of the provisions within the bill and that I would rather see improvements instead of a full appeal of the bill.

      Unless the Republican party starts to accept that certain social/political/economic norms are changing they will continue to bleed voters.

  3. Does it bother anyone... by swb · · Score: 4, Insightful

    ....that candidates are winning elections via data mining versus appealing to people with ideas?

    It seems like Wall Street's version of capitalism -- just focus on the numbers, not on making a newer widget, and we can manipulate our way to victory.

    I know, you can make the argument that sending the right message to the people receptive that message will get you money, votes, whatever, but at the same time it seems cynical and manipulative. It doesn't seem like it's about developing leadership ideas that appeal to people generally and winning them over with charisma and the strength of your arguments.

    1. Re:Does it bother anyone... by Sarten-X · · Score: 3, Insightful

      What's wrong with data mining? It's effectively the same job that campaign managers have been doing for decades (or more), but now more accurately. In the 1800s, a candidate could campaign on a platform of what he thought the voters wanted to hear. Now, candidates can know the views of their constituents, and make plans and promises based on more accurate information.

      Now, I'm not naive enough to think that all those promises will be kept, but it does bode well that the elected officials have a pretty accurate model of their constituents, should they actually decide to refer to it.

      --
      You do not have a moral or legal right to do absolutely anything you want.
  4. Re:All that and he still only squeaked by by Anonymous Coward · · Score: 5, Insightful

    It simply makes me sigh and wonder again when The American People[tm] will come to its senses and get themselves a voting system that's less paralysable by a mere two parties and effectively disenfranchises just a hair short of half the voters.

    But since the message of the founding fathers has been lost in the process of elevating them to sainthood (or rather, by commercialising their vague memory), the answer is probably "never".

    Which makes the claims of this country being a democracy (or a republic, or both), all the more bitter.

  5. vs. Orca by klui · · Score: 3, Informative

    I wonder how large this database was compared to Romney's Orca. http://washingtonexaminer.com/stunned-romney-supporters-struggle-to-explain-defeat/article/2512861#.UJqIxRh8zOU The article said the system crashed. I'm pretty sure that's the system Karl Rove was looking at when he was on Fox News trying to rebut their analysts' projection of an Obama victory in Ohio. http://www.mediaite.com/tv/karl-rove-causes-fox-news-chaos-by-challenging-obama-victory-projection/

  6. More and More Data... by ideonexus · · Score: 4, Funny

    ...moving us closer and closer to psychohistory.

    --
    i ~ Celebrating Science, Cyberspace, Speculation
  7. Re:All that and he still only squeaked by by jhoegl · · Score: 5, Insightful

    First off, Obama did what he could with a Republican party that wanted nothing more than for him to lose his second term. Dont believe me? They even said this.
    Secondly, the Republican party is full of nut jobs and puppets. The last few candidates that the Republicans presented were such big shills (including Bush), that you could clearly see the strings that were being pulled to make them talk.
    Third, stop lying to make the Republican party look good. We have something now called the internet, and despite the large amount of false data out there, the real data (and recordings) remain.
    Finally, Stop taking the USA citizens for rubes. We are smart, educated, and intelligent, something the Republican Party has feared for years. We believe that even though people can and given the chance, will pull up their bootstraps, sometimes they need help to get started. Not everyone has an extended family, a rich uncle, or someone who knows the right people to get us started. Society is not socialism, it is caring about your neighbors and helping out. THis includes neighbors I dont know and will never meet. I sanction my government to help those that need help, and try its best to find those that would work this to their own personal benefit.

    Adapt or die, as some of your party members might say.

  8. Re:Ooga Booga! Me Obonga! by couchslug · · Score: 4, Funny

    Works for me!

    --
    "This post is an artistic work of fiction and falsehood. Only a fool would take anything posted here as fact."
  9. Re:All that and he still only squeaked by by desdinova+216 · · Score: 5, Insightful

    part of the problem is that the Republican party is being held hostage by a small fringe who want to put in place a theocracy.

  10. Re:All that and he still only squeaked by by Anonymous Coward · · Score: 4, Insightful

    Only squeaked by? Are you serious?

    Surely you weren't persuaded by the media hype about how close the race is. It has never been close. Obama has had a huge advantage in the electoral college from the get-go. And the Romney campaign never had the ground organization in the battleground states that would be required to be a serious contender.

    In fact, it almost looks like the Republicans threw the race on purpose. Romney is not the kind of candidate who would have a great chance of beating Obama in this climate--he epitomizes everything that people dislike about the Republican party, and plays into the Democrat characterization of the GOP as the party for the rich, by the rich.

    In fact, there hasn't really been a strong candidate put up against an incumbent President since Reagan beat Carter. Clinton was not expected to win--but Perot's entering the race spoiled expectations.

  11. Re:All that and he still only squeaked by by oodaloop · · Score: 5, Funny

    Yes, we Americans should get a much more logical political system, like the British. Maybe if we had a House of Lords and a royal family, we'd finally enter the 18th century.

    --
    Tic-Tac-Toe, Global Thermonuclear War, and relationships all have the same winning move.
  12. Re:All that and he still only squeaked by by Anonymous Coward · · Score: 5, Insightful

    Because there are few rational members of that party left. The Republican party caters to the extreme right, just watch the primaries, it was a contest of who is the craziest. The Republican party is dead and it time for a third party to emerge.

  13. Re:All that and he still only squeaked by by mpeskett · · Score: 5, Insightful

    Important distinction - "A party that wanted for him to lose" vs "A party that wanted nothing more than for him to lose".

    When "make sure the other guy loses" is the over-riding objective, above any other goal, you stop doing things that would make sense if you wanted to get anything done, because getting things done might make the other guy look good. You stop doing things that would make sense to advance your own (original) agenda, where it overlaps with the other guy, because agreeing with the other guy makes him look good and might allow him to achieve something.

    It turns everything into a game of tribal warfare - no compromise, no co-operation, just blind hate and contrarian obstruction. Being anything so long as it puts the other guy down or makes his life difficult. That's pretty much the impression I get of a good chunk of the republican party for the last 4 years, and thankfully it hasn't proved to be a winning strategy. If all you had to do to win an election was to block everything the incumbent tries to do (then lambast him for never doing anything), then the USA would be stuck fruitlessly spinning its gears forever.

    Maybe now that's been shown to be a dud they'll start working for the common good of the people being governed, rather than treating ideas (and laws) as soldiers in an imaginary war. Maybe. That is perhaps optimistic though; equally likely they double down on the obstructionist crap, especially given how much the far right has supplanted the centre right.

  14. Still needs more consolidation by medv4380 · · Score: 3, Insightful

    One of their callers let it slip what my "ranking" was. For some reason they think I'm a strong democrat. I'm not sure what they think that means because if the Republicans would ever get their act together and field a Strong Moderate Republican like Powell then I'd vote Republican. Instead they've taken the last decade purging out moderates and acting crazy. Someone failed to consolidate those database though. If they had done it right then they would know they called my home phone, and cell phone. You only have to confirm that I'm voting once, maybe twice. After that I ether am voting or I've been Joshing you. But no, I got about 13 calls from them. Each campaign needs to share data so I don't get inundated by the local legislature, house and presidential campaign. I can't imagine what actual battle ground states actually got since I'm in an area where the winner could have been called a year before the election.

  15. Aren't vote records private / secret ballot? by girlinatrainingbra · · Score: 3, Funny
    re: determining factors were basics like age, sex, race, neighborhood and voting record
    .

    Voting record? I thought we had secret ballots in this country and that no one is supposed to have access to individual voters' voting records? Do they mean simply registration records and if they voted in a particular election?

    And it seemed worrisome that the government would tabulate this infomation on us so they outlawed it; then they found the loophole that while the gov't couldn't compile the data, private companies could, and then the gov't can look at the private companies' data and still proclaim they never broke the law. "Brave New World", indeed...

    1. Re:Aren't vote records private / secret ballot? by blueg3 · · Score: 3, Informative

      It's the record of whether or not you voted, which is public information. (Which party you declare when you register, and whether you're registered, is also public information.)

      One of the things they talk about in TFA (I know, I know) is that an important part of their model is figuring out whether people are likely to vote and, for those who aren't but could be convinced, what strategy will convince them to vote. Probably your past history of whether you've voted is a component in that analysis.

  16. Re:Ooga Booga! Me Obonga! by CanHasDIY · · Score: 5, Insightful

    Obonga is gonna bankrupt this nation and let the mud races defile white women as your slavery reparations payment, too. Now that he has now political accountability you will see his true colors shine through.

    Well, if the alternative is having the nation led by the people a bigoted simpleton like yourself would vote for, I'd say we came out ahead.

    --
    An enigma, wrapped in a riddle, shrouded in bacon and cheese
  17. Re:All that and he still only squeaked by by fiannaFailMan · · Score: 5, Informative

    Yes, we Americans should get a much more logical political system, like the British. Maybe if we had a House of Lords and a royal family, we'd finally enter the 18th century.

    The Queen has a very limited constitutional role that very seldom comes into play. If she did anything outrageous it'd be the end of the monarchy's popularity and the end of the monarchy (the Prime Minister can demand an abdication), so she has to follow the public mood.

    The House of Lords can only delay legislation and send it back to the Commons, and its track record of providing corrective feedback and constructive improvements to bills is actually pretty good.

    House of Commons Select Committees scrutinize every bit of legislation line-by-line before it can proceed. Is there a similar system in the US Capitol or is it true that most of the people voting on bills in the house don't actually read them?

    Members of the British cabinet have to be elected to Parliament, not simply appointed. Nobody gets to be Prime Minister without years of fighting his (or her) way to the front benches, so whoever makes it to the front has a pretty good idea of how the system works by the time they get there.

    Since the executive branch is taken from the legislative branch, a government with a decent sized mandate can actually get stuff done. And then of course there's Prime Minister's questions every Wednesday, where the PM gets a good solid grilling. Could you have imagined Dubya surviving for five minutes in a pit like that?

    Since the head of state (the monarch) is a different person from the executive leader of the country (the Prime Minister) then people can honour the head of state and be as patriotic as they like while treating their political leaders with utter contempt and ousting them when they put a foot wrong. None of this "don't dare criticise the President in a time of war" nonsense. And if the government really does screw up badly enough then a vote of confidence in the Commons can force an election at any time, no staring at the clock waiting for a 4-year term to finish. And if you do happen to get a decent PM then he (or she) gets to stay in office for as long as the people are content for that government to remain, not be ousted at the end of an arbitrary term limit.

    The parliamentary system isn't perfect (what system is?) but it sure as shit has a lot going for it. And since the UK had a female PM before a lot of people on /. were born, maybe you should hold your fire on gloating about how progressive the US system is until Hillary gets back into the White House, this time as President.

    Carry on.

    --
    Drill baby drill - on Mars
  18. Re:All that and he still only squeaked by by jd.schmidt · · Score: 3, Interesting

    Sadly, the short term problem is that obstructionism will at least appear to work in the next 2 years. 2 years from now, the voters who were willing to wait 4 - 6 hours in line to vote for Obama won't be willing to stick it out for a midterm. And one guess on the social groups that had to wait 4 hours to vote. The Democrats will lose many of their gains in the last election and the hardline (Tea Party) Republicans will conclude that their no surrender tactics are working and further that the reason they lost 2012 is because the party selected a wishy-washy conservative in Romney.

    I am sad to say my prediction is very minimal compromise in the short term and further purges of moderates, especially moderate Republicans, for the next 4 years. Eventually the Republicans will have to change course, they just can’t/won’t that soon.

    Buckle up, we are in for a bumpy ride.

  19. Re:All that and he still only squeaked by by TapeCutter · · Score: 4, Interesting

    That's pretty twisted logic you have going there (or possibly an unorthodox definition of "disenfranchised"), taken to it's logical conclusion the only vote that counts is the single ballot that gets someone over the line. Truth is all the votes counted, the Rommney total was simply insufficient and the Obama total was more than required. US domestic politics has ( in my lifetime) always been highly polarised, which is kind of odd given the diverse sub-cultures found in the different states/regions, simply tweeking the election rules isn't going to change that cultural paradox.

    --
    And did you exchange a walk on part in the war for a lead role in a cage? - Pink Floyd.
  20. Re:Yeah well by SpottedKuh · · Score: 5, Informative

    Are you saying that there aren't local governments in the UK? Because that's not correct in the slightest.

    Or are claiming that the landmass of a nation determines when it can be successful as a monarchy? Because Canada is larger than the US, and functions well enough with a queen and parliamentary system very similar to the UK.

    Or are you claiming that it's population size that determines if a monarchy could work as a form of government? Claiming it doesn't scale with population is as ridiculous as claiming that counting ballots by hand doesn't scale in large populations -- the arguments just make no sense.

  21. Re:All that and he still only squeaked by by TapeCutter · · Score: 5, Interesting

    Stop taking the USA citizens for rubes. We are smart, educated, and intelligent, something the Republican Party has feared for years.

    Well said, I agree with Christopher Hicthens who thought putting Palin up for VP was a genuine insult to intelligence of "the people". Isn't the conservative side of politics supposed to shun shallow air-heads? Are they not supposed to hang on to established institutions rather than openly call for their abolishment? Was Nixon a commie because he didn't veto the clean air act? Was reagan a wetermellon becuse he pushed for and obtained an international cap and trade treaty for sulphur emissions which has been credited with significantly reducing the threat from acid rain?

    Having grown up in the 60-70's the Tea Party's sucessful hijacking of the conservative brand name has left me speechless, how border line support for anarchy and a total disregard for well-established facts could be interpreted as 'conservative' is beyond me? Go back pre-911 and have a look at the senior republicans, where are the moderate right wingers in today's line up? - Oh wait....I think I get it now.....you guys just elected a moderate conservative as president, well done! ;)

    --
    And did you exchange a walk on part in the war for a lead role in a cage? - Pink Floyd.
  22. Re:All that and he still only squeaked by by Joe+Decker · · Score: 4, Insightful

    "small fringe" is sadly not, to my mind, a plausible interpretation of the evidence

    When you look at many votes on questions touched on by the theocrats, it's pretty clear that they enjoy substantial support from large segments and often majorities of the GOP electorate.

    I'm very sorry that the somewhat more sensible Republican party of the past is no longer with us. But that's the case, and it's time for people who supported a more sensible GOP to either figure out a way of more effectively persuading people to your view (because the theocrats are winning that war, despite last night's results), or, alternatively, get themselves a more sensible party of their own.

  23. Re:Ooga Booga! Me Obonga! by Arancaytar · · Score: 5, Insightful

    I kind of prefer the refreshing taste of straight-up racism. Much more honest than the veiled and coded kind that every GOP voter (apart from the ones like you) subscribes to.

  24. Re:All that and he still only squeaked by by denobug · · Score: 5, Informative

    I am sad to say my prediction is very minimal compromise in the short term and further purges of moderates, especially moderate Republicans, for the next 4 years. Eventually the Republicans will have to change course, they just can’t/won’t that soon.

    For the sake of our country I sincerely hope your prediction is not our future. As a moderate Republican I will have no choice but to keep voting for Democrates, straight down the ballot. I will keep on doing this until more Republican leaders emerges (and survives). I think many moderates (Republican or Democrats) in this country share my point of view.

  25. Re:All that and he still only squeaked by by bfandreas · · Score: 3, Informative

    The Royal Family is always under scrutiny if it does try to influence policies. At the moment the Prince of Wales is being put under a mganifying glass because of his lobbying for his numerous social causes. The Queen only comes into play when things have gone terribly wrong. What a King/Queen can and can't do has been determined under the Stuarts(one got his head lobbed off, the other had to flee from an orange).

    And that was quite some time ago. Just to boggle the mind for a bit Edward Longshanks had to call in a parliament to raise taxes for his wars. That's the guy you might know from that Braveheart movie that was so popular a couple of years ago. I repeat: Edward the First of England, one of the most autocratic monarchs the country ever saw, had to form a parliament to get things done. And he wasn't the first who had to do just that. "No taxation without representation" is a very old, very English principle.

    Simon de Montfort, who had ousted Edward's daddy for a year or so, even went so far to have non-nobles and fat cats sit in his parliament. Not entirely democratic but at least somewhat elected. And that was mid-13th century. There's a reason why he has a spot on a wall in the US House of Representatives dedicated to him. Stuff like that tends to linger. And once you went there you can't go back.

    --
    20 minutes into the future