Presentation by Sam Zindel from iCrossing at the second Big Data Brighton meetup, hosted by Brandwatch: www.brandwatch.com

1. Meetup #2
Tim Owens – Scaling the Brandwatch search index
x
Beth Granter – Twitter influencer mapping
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James Grant – Problem solving using Map Reduce
X
Sam Zindel – How Obama won with Big Data

2. “We are going to
measure every single
thing in this campaign”

3. 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

4. HOW OBAMA WON WITH BIG DATA
• 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

5. HOW OBAMA WON WITH BIG DATA
• 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… 7th

6. HOW OBAMA WON WITH BIG DATA

7. Data-Driven Marketing
Customer
Customer Predictive Marketing Campaign Performance
Value
Data Modelling Strategy Execution Measurement
Segmentation
Model
Refresh
Data Data
Collection Requirements