It’s true that data was a game changer for the Obama campaign, but the reason is much less salacious than many reporters would have you believe. The campaign built an integrated database, which combined supporters’ online activity, actions in the field, and public voting records into a single unified view of every American. On top of that data foundation, a large team of developers built community organizing software that empowered volunteers to become more deeply involved with the President’s grassroots field operation.
—Jim Pugh: What’s Next for Obama For America’s Data and Technology?