Inside the Secret World of Quants and Data Crunchers Who Helped Obama Win.

STATISTICAL decision making; POLITICAL campaigns; DATA analysis; UNITED States politics & government, 2009-2017; OBAMA, Barack, 1961-; UNITED States presidential election, 2012; CAMPAIGN funds; FACEBOOK (Web resource)

The article looks at how U.S. President Barack Obama's reelection campaign used metrics and data analysis to make campaign decisions. Topics include the integration of several databases used by campaigners that held lists of donors, fundraisers, and registered voters; increasing campaign workers' efficiency by using computer models to tailor their pitches to specific supporters; and using social networking website Facebook to help online supporters encourage other voters to register to vote, vote early, or get to the polls.