… For all its acclaim, the analytics team’s main achievement is often misunderstood as “microtargeting” or some variant on wooing voters. This reverses the relationship between campaign and voter at the heart of [Dan] Wagner’s method. Recent campaigns have employed a top-down approach to identify what they thought were vital demographic groups such as “soccer moms.” Wagner’s team pursued a bottom-up strategy of unifying vast commercial and political databases to understand the proclivities of individual voters likely to support Obama or be open to his message, and then sought to persuade them through personalized contact via Facebook (FB), e-mail, or a knock on the door. [cont.]
Joshua Green, Bloomberg Businessweek