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Leverage Big Data'14

January 29, 2013

KXEN’s Predictive Analytics Drive Obama Campaign


KXEN today announced that the Obama for America (OFA) Analytics Team used KXEN’s InfiniteInsight as part of their predictive analytics platform, which delivered a strategic advantage in the election.

The campaign used data and analytics to make better decisions and run the effort as efficiently and productively as possible. “We are going to measure every single thing in this campaign,” said Jim Messina, Obama for America campaign manager.

Highly targeted campaigns

The Analytics Team selected KXEN’s InfiniteInsight as one of the tools in the predictive analytics platform to drive the modeling process. Rayid Ghani, the Analytics Team’s Chief Scientist, managed the implementation of KXEN’s predictive analytics tools.

“We now had all of this data which we wanted to use to interact with our supporters – from fundraising to volunteer recruitment – in a more effective and targeted manner. We knew that digital channels like email, our website and social media were going to be pivotal in 2012, but needed the agility and speed we got from KXEN to scale to the challenge of online, where data sets are huge and changing all the time.”

KXEN helped the campaign target voters and volunteers at scale with up to date online and offline data. This approach allowed OFA to run campaigns through email and social media sites like Facebook and Twitter.

The campaign’s fundraising success was assisted by predictive models to improve frequency and timing to drive higher giving. Other specific examples include:

  • Fundraising campaigns optimized by predictive models resulted in higher contributions.
  • Predictive insights identified and explained segments of voters who were persuadable.
  • Inviting supporters to log into the Obama campaign with their Facebook accounts allowed OFA to personalize communications and outreach which drove individuals to volunteer, register, or turn out the vote.

“The timely and accurate insights provided by KXEN led to more effective and quicker targeting and in the end, more votes,” said Ghani.

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