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How Your Business Is Like the Obama Re-Election Campaign

By on November 7, 2012

For all the praise Obama’s team won in 2008 for its high-tech wizardry, its success masked a huge weakness: too many databases. Back then, volunteers making phone calls through the Obama website were working off lists that differed from the lists used by callers in the campaign office. Get-out-the-vote lists were never reconciled with fundraising lists. It was like the FBI and the CIA before 9/11: the two camps never shared data. “We analyzed very early that the problem in Democratic politics was you had databases all over the place,” said one of the officials. “None of them talked to each other.” So over the first 18 months, the campaign started over, creating a single massive system that could merge the information collected from pollsters, fundraisers, field workers and consumer databases as well as social-media and mobile contacts with the main Democratic voter files in the swing states.” – Michael Scherer on Time.com, ‘Inside the Secret World of the Data Crunchers Who Helped Obama Win’

Too many databases and the inability to look at one set of data with another. If that’s not a case for Hadoop-based analytics, not sure what is!


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Susan O'Brien Datameer

Susan O'Brien

Susan O'Brien is Vice President of Marketing at Datameer.

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