Big Data, Data, Data Management, database marketing, Direct Mail, election, election 2012, obama, politics

Winner of the 2012 Presidential Election: Data

Now that the contentious 2012 election has finally ended, we get a chance to look back and assess what happened and why. Regardless of who you voted for, it’s impossible not to acknowledge that the real winner of the 2012 election was data.

For the first time in history, this election demonstrated the power of using analytics and numbers crunching for politics. What I find most remarkable is the rapid evolution of this change. If you look back just a few years ago, Karl Rove was widely regarded as the political mastermind of the universe. Rove’s primary innovation was the use of highly targeted direct mail campaigns to get out the evangelical and rural vote to win the 2004 election for George W. Bush. Fast-forward a few short years, and not only did Rove’s candidate lose, but the master strategist was reduced to challenging his network’s numbers geeks live on the air, only to be rebuffed.

Karl had a lot to frown about that day

In every way, the old guard was bested by a new generation of numbers crunchers, nerds and data geeks who leveraged data science, analytics, predictive modeling and a highly sophisticated online marketing campaign to poll, raise money and get out the vote in an unprecedented manner.

On the subject of polling, I was intrigued by Nate Silver’s incredibly accurate FiveThirtyEight blog that used a sophisticated system to synthesize dozens of national polls in a rolling average to predict the actual election results. In the run-up to the election, he even received a lot of flak from various pundits who claimed he was wrong basing on their perception on voter “enthusiasm,” “momentum” and other non-scientific observations. At the end of the day, however, data won out over hot air and punditry big time. Silver’s final tally was absolutely dead on, crushing most other national polls by a wide margin.

I especially love his Nov. 10 post in which Silver analyzes the various polls and shows which ones fared the best and which ones weren’t worth the paper they were printed on. It’s shocking to see that the Gallup Poll—in many people’s mind the oldest and most trusted name in polling—was skewed Republican by a whopping 7.2 points when averaged across all 11 of their polls. Ouch. For an organization that specializes in polling, their long-term viability must be called into question at this point.

One thing I find highly interesting when looking at the various poll results is that when you examine their methodologies, it’s not too surprising that Gallup fell flat on its face, relying on live phone surveys as the primary polling method. When considering that many young, urban and minority voters don’t have a landline and only have a cellphone, it doesn’t take a rocket scientist to conclude any poll that doesn’t include a large number of cellphones in its cohort is going to skew wildly Republican … which is exactly what happened to Gallup, Rasmussen and several other prominent national polls.

Turning to the Obama campaign’s incredible Get Out The Vote (GOTV) machine that turned out more people in more places than anyone could have ever predicted, there’s no doubt in anyone’s mind that for data-driven marketers, the 2012 U.S. election victory was a watershed moment in history.

Pretty much sums it up for me

According to a recent article in Time titled “Inside the Secret World of the Data Crunchers Who Helped Obama Win,” the secret sauce behind Obama’s big win was a massive data effort that helped him raise $1 billion, remade the process of targeting TV ads, and created detailed models of swing-state voters that could be used to increase the effectiveness of everything from phone calls and door-knocks to direct mailings and social media.

What’s especially interesting is that, similarly to a tech company, Obama’s campaign actually had a large in-house team of geeks, data scientists and online marketers. Composed of elite and senior tech talent from Twitter, Google, Facebook, Craigslist and Quora, the program enabled the campaign to turn out more volunteers and donors than it had in 2008, mostly by making it it simpler and easier for anyone to engage with the President’s reelection effort. If you’d like to read more about it, there’s a great article recently published in The Atlantic titled “When the Nerds Go Marching In” that describes the initiative in great detail.

Well, looks like I’m out of space. One thing’s for sure though, I’m going to be very interested to see what happens in coming elections as these practices become more mainstream and the underlying techniques are further refined.

If you have any observations about the use of data and analytics in the election you’d like to share, please let me know in your comments.

—Rio

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About rio_longacre

Rio Longacre is a veteran of the direct marketing space. He works at Capgemini Consulting USA as a Managing Consultant, Customer Experience Consulting, in the Life Sciences Market Unit. He is based in the firm's New York City office. Rio can be contacted at: rio.longacre@gmail.com. Or, you can follow him on Twitter at @RioLongacre. Any opinions expressed in the piece are his own.

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