A very worth-reading article on how Trump's campaign used tech to win, in a whole new way from what Obama's team did in 2008.
http://www.forbes.com/sites/stevenbertoni/2016/11/22/exclusive-interview-how-jared-kushner-won-trump-the-white-house/#54570e222f50“Jared Kushner is the biggest surprise of the 2016 election,” adds Eric Schmidt, the former CEO of Google, who helped design the Clinton campaign’s technology system. “Best I can tell, he actually ran the campaign and did it with essentially no resources.”
The traditional campaign is dead, another victim of the unfiltered democracy of the Web–and Kushner, more than anyone not named Donald Trump, killed it.
Kushner built a custom geo-location tool that plotted the location density of about 20 voter types over a live Google Maps interface.
Soon the data operation dictated every campaign decision: travel, fundraising, advertising, rally locations–even the topics of the speeches. “He put all the different pieces together,” Parscale says. “And what’s funny is the outside world was so obsessed about this little piece or that, they didn’t pick up that it was all being orchestrated so well.”
For fundraising they turned to machine learning, installing digital marketing companies on a trading floor to make them compete for business. Ineffective ads were killed in minutes, while successful ones scaled. The campaign was sending more than 100,000 uniquely tweaked ads to targeted voters each day. In the end, the richest person ever elected president, whose fundraising effort was rightly ridiculed at the beginning of the year, raised more than $250 million in four months–mostly from small donors.
“Jared understood the online world in a way the traditional media folks didn’t. He managed to assemble a presidential campaign on a shoestring using new technology and won. That’s a big deal,” says Schmidt, the Google billionaire. “Remember all those articles about how they had no money, no people, organizational structure? Well, they won, and Jared ran it.”
