Time magazine has fascinating inside look at the Obama data crunchers

Time magazine got an inside look at the Obama campaign’s secret weapon and has a story out today called: “Inside the Secret World of the Data Crunchers Who Helped Obama Win.”

Reporter Michael Scherer was briefed in advance by senior campaign advisers but promised not to run the story until after the winner was declared.

So now he presents a fascinating look at what, he says, the campaign “believed to be its biggest institutional advantage over Mitt Romney’s campaign: its data.”

Says the story:

What they revealed as they pulled back the curtain was a massive data effort that helped Obama raise $1 billion, remade the process of targeting TV ads and created detailed models of swing-state voters that could be used to increase the effectiveness of everything from phone calls and door knocks to direct mailings and social media.

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