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Born out of sheer necessity. from day one, candidate trump faced an uphill battle. he lacked the foot shoulders at local offices his opponents had spent months, even years, cultivating. >> we were wondering why isn't he buying ads, running a traditional campaign because he has no money. >> trump's campaign threw out the old play book and turned to a newer powerful way to turn out the vote, big data. jared kushner oversaw that part of the operation. >> he treated trump like a commerce company, like a consumer tech company. >> trump's team bet big on one simple idea. >> you can target your messa...

Of the operation. >> he treated trump like an e-commerce company, like a consumer tech company. >> trump's digital team bet big on one simple idea. >> you can now target your message to a smaller group of people and have that be more impactful. >> i understood early that facebook was how trump was going to win. twitter is how he talked to the people. face bok was going to be how he won. >> trump campaign digital director brad parscale led the effort. >> now i can find 15 people in the florida panhandle that i would never buy a tv commercial for. we took opportunities that i think the other sid...

Commerce company, like a consumer tech company. >> trump's team bet big on one simple idea. >> you can now target your message to a smaller group of people have that message be impactful. >> i understand facebook was how he was going to win. twitter was how he talked to the people, facebook is how he won. >> brad parascale led the effort. >> now i can find 15 people in the florida panhandle i would never buy a tv commercial for. we took opportunities the other side didn't. >> like what? >> they had their staff imped in our offices. facebook employees would show up every day at our offices. >> ...

He lacked the foot soldiers. and locals ofs offices that his opponents had spent months and even years cultivating. >> we were wondering why wasn't he buying ads? why isn't he running a traditional campaign? because he has no money. >> trump's campaign threw out the old playbook and turned to a more powerful way to turn out the vote -- big data. jared kushner oversaw that part of the operation. >> he treated trump like an ecommerce company, like a consumer tech company. >> trump's digital team bet big on one simple idea. >> you can now target your message to a smaller group of people and have ...

The vote, big data. jared kushner oversaw it. >> he treated trump like an e-commerce company, like a consumer tech company. >> trump's digital team bet big on one simple idea. >> you can now target your message to a smaller group of people and have that message be more impactful. >> i understood early facebook was how donald trump was going to win. twitter is how he talked to the people. facebook was going to be how he won. >> trump campaign digital director brad parscale led the effort. >> now i can find 15 people in the florida panhandle that i would never buy a tv commercial for. and we too...