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