The first big data election

So what kinds of things was the Obama camp able to do with this big data trove? One senior official from the campaign told Time that the group “ran the election 66,000 times every night” based on the day’s data and allocated resources based on likely outcomes. In addition, the demographic information they collected and scored against other factors allowed them to find more targeted ways to buy television advertising to reach their “microtargeted" voters.

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