Texas Republicans Embrace ‘Big Data’

The winds of change are blowing through the Republican Party in Texas. The national election failures of the past two cycles reveal not only the determination and zeal of grassroots Democrats, but also an entrenched resistance by many Republican insiders toward embracing the new media environment, whether that entails social media communications strategies, or interactive web platforms like YouTube and Facebook. As November approaches, local Republicans are taking the proverbial bull by the horns.

President Obama understands “big data.” His use of cell phone data to reach new voters and mobilize support is ill-understood by the Republican Party. In one widely deployed technique, the Obama campaign would run TV ads imploring Americans, “to contribute $10 to Obama for America, text GIVE to 62262.” This cell phone data was then collected, and these numbers could be targeted with personalized campaign messages from President Obama. Fact: Obama spent $47 million on social media. Romney? $4.7 million.

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