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President had empathy on the side but is it really about having a good message and having perhaps the greatest get out the vote effort in the history of politics? is that really what happened here? >> i think what we're going to find and may find out there's actually less get out the vote this time than there was in the last ele so far. looks like they fall short of last time. i think what the obama campaign has done so -- i would say revolutionary but built on a lot of things that came before it from the howard dean campaign the republicans in '04 with the micro targeting and narrow cast and ...

Years ago, they believe republicans will show up in greater numbers on election day and close that gap. you have both sides going into the home stretch, energized and optimistic about ohio. the personal contact, the door-knocking, the micro-targeting of vote rez, unlike anything seen in a previous campaign. the goal, to get out the vote. make sure no one from your base stays home or fails to cast a ballot on election day. there is the effort to persuade the handful of undecided voters. >> we are looking for the independents, the folk who is don't understand the issues or are not up on the issu...

My, mike, were you finding out their? reporter: different names have been applied in the past. you heard soccer moms. you heard the title waitress moms. one thing is certain is that micro- targeting has been such an important part of the campaign. women's voices are being heard, and nowhere more so than ohio. 65% of voters are women. no voter is more sought after than the female ohio swing voter. >> did you ever think you would end up a special? >> no, not at all. the campaigns are coming at it from every angle. >> the intended message is that a conservative presidency would set women back and...

The like lie hood that you are a gun owner. the campaign can make sure when they're talking about gun rights they're sending it to people they think own a gun. >> reporter: not sending the same message to a person that does not own a gun. it is called micro targeting, says sasha eisenberg, the author of a new book, called "the victory lap." >> you can have theoretically a different conversation with every person on the block. >> reporter: to do that they have to figure out who you are and what is important to you. how do they do that? data. truckloads of it. in the modern world you are leaving...

Turnout in the base. i think that's what the faith and freedom coalition is trying do. they will try to increase the turnout of the base. i think that's where they are going with that. >> how much do -- i know you missed part of the conversation but we were talking here about outside groups, unions, putting in -- millions of phone calls. ralph reid, faith and freedom coalition, saying they are going to contact 17 million people. and how important are these outside dprups when we are looking at the ground game? >> it is very important. i will give you an example. you know i sit on the national ...