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To get the obama message to those specific voters. she developed something called the optimizer. it showed her what television shows the persuadeables were watching and when. this information was sold by some cable companies. >> we were able to get the data from our vendor ingest it into the system and at the same time compare the data to the voter profile dat stadata. >> some people think that's creepy all of that data out there used in political campaign. >> you get direct mail sent to your house all of the time. you didn't know the person who sent them hi, peter this is barack obama. that m...

Carol davidson figured out how to get the obama message to those specific voters. she developed something called the optimizer. it showed her what television shows the persuadeables were watching and when. this information was sold by some cable companies. >> we were able to get the data from our vendor ingest it into the system and at the same time compare the data to the voter profile dat stadata. >> some people think that's creepy all of that data out there used in political campaign. >> you get direct mail sent to your house all of the time. you didn't know the person who sent them hi, pet...

States. carol davidson figured out how to get the obama message to those specific voters. she developed something called the optimizer. it showed her what television shows the persuadeables were watching and when. this information was sold by some cable companies. >> we were able to get the data from our vendor ingest it into the system and at the same time compare the data to the voter profile dat stadata. >> some people think that's creepy all of that data out there used in political campaign. >> you get direct mail sent to your house all of the time. you didn't know the person who sent them...

Those specific voters. she developed something called the optimizer. it showed her what television shows the persuadeables were watching and when. this information was sold by some cable companies. >> we were able to get the data from our vendor ingest it into the system and at the same time compare the data to the voter profile dat stadata. >> some people think that's creepy all of that data out there used in political campaign. >> you get direct mail sent to your house all of the time. you didn't know the person who sent them hi, peter this is barack obama. that may be jarring. may freak you...