how obama won with big data (sam zindel at big data brighton)
Post on 28-Nov-2014
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Meetup #2
Tim Owens – Scaling the Brandwatch search index x
Beth Granter – Twitter influencer mapping x
James Grant – Problem solving using Map Reduce X
Sam Zindel – How Obama won with Big Data
“We are going to
measure every single
thing in this campaign”
HOW OBAMA WON
WITH BIG DATA • Analytics team 5x bigger than in 2008
• Combined disparate data sources in a giant
database
• Donors, volunteers and voters
• Data modelling and predictive analytics
• Focus on swing states
• Campaign teams accessed data through mobiles
• Offices opened in targeted neighbourhoods
• Channel and messaging optimised
• Election scenario tested 66,000 per night
• Voter at the centre of everything
HOW OBAMA WON WITH BIG DATA
7th
• Raised over $1 billion from donors
• 700,000 volunteer shifts in final 4 days
• Highly targeted ads with 14% more efficiency than
2008
• 1.8m votes in swing states (double 2008)
• On election day…
HOW OBAMA WON WITH BIG DATA
HOW OBAMA WON WITH BIG DATA
Customer Data
Predictive Modelling
Customer Value
Segmentation
Marketing Strategy
Campaign Execution
Performance Measurement
Data
Requirements Data
Collection
Model
Refresh
Data-Driven Marketing
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