Obama, big data and the birth of micro-messages and micro-marketing
Consumed => “How President Obama’s campaign used big data to rally individual voters.” by Sasha Issenberg on MIT Technology Review.
Long article but well worth it. Noticed that the focus was mainly on quality engagements with votes who could be motivated. While from the outside it might appear that the Obama campaign was being run on a traditional broad / mass level, it was actually about precision, micro-messages and micro-marketing.