January 21st 2013 08:50 am

The Obama Camp Persuaded Millions of Voters with Uplift Modeling

 

The Fiscal Times is running an excerpt from my book, Predictive Analytics, about the Obama campaign's use of uplift modeling (aka net lift or persuasion modeling).

ARTICLE: The Real Story Behind Obama's Election Victory 

By Eric Siegel

Elections hang by a thinner thread than you think.
 
By now you probably know that Barack Obama's 2012 campaign for a second term "moneyballed" the election, employing a team of over 50 analytics experts.
 
You may also know that the huge volume of contentious and costly presidential campaign tactics – executed in the eleventh hour in pursuit of the world's most powerful job – ultimately served only to sway a thin slice of the electorate: swing voters within swing states.
 
But what most people don't realize is that presidential campaigns must focus even more narrowly than that, taking micro-targeting to a whole new level. The Obama campaign got this one right, breaking ground for election cycles to come by applying an advanced form of predictive analytics that pinpoints rare gems: truly persuadable voters.
 
This is the new microcosmic battleground.
 
 
This article is excerpted from my book Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die (published by Wiley Feb 18).

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