Data You Can Believe In: The Obama Campaign’s Digital Masterminds Cash In

… A.M.G. [Analytics Media Group] was founded in late December by a splinter group of longtime Obama advisers. …

The campaign recruited the best young minds in the booming fields of analytics and behavioral science and placed them in a room they called “the cave” for up to 16 hours a day over the course of roughly 16 months. After the election, when the technology wizards finally came out, they had not only helped produce a victory that defied a couple of historical predictors; they also developed a host of highly effective marketing techniques that were either entirely new or had never been tried on such a grand scale. …

Now A.M.G.’s founders say the company is at the forefront of a move to turn upside down the way the $60-billion-a-year television-ad market has functioned since its start. And they hope to get very rich in the process. [cont.]

Jim Rutenberg, New York Times Magazine

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