Data Breaches, Psychological Profiling, Voter Modeling: Inside The Big Data World Of Campaign 2016

American campaigning in the 21st century is all about data. The 2008 and 2012 Obama campaigns are often held up as the models that remade the modern political campaign into the data-driven behemoth that it is today. In the place of the coarse demographically-defined geographic boundaries of the past, Obama’s campaign used precision targeting to build rich data-driven profiles of every potential voter in the United States, using this data to precisely tune its messaging at the person level.

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