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Convincing. first they ob success about convincing you. >> presidential politics is target the people who are with you at the beginning and leave them alone so you need to get them to vote. target those who are going to be against you don't stir them up. focus everything on those who may persuade you. >> that may be 10 percent of the people. >> used to be 20 percent. now it is down to 10 percent. art of finding that 10 percent is going to be key to all of this. >> no one did that better than karl roaf. -- karl rove. he used micro targeting. he compiled reason reams of information about people....

Chronny capitalist. dissidents in message. romney campaign, they hear the focus groups and they have the suburban housewife outside of columbus who may have voted for president obama. doesn't want to regret her vote. micro targeting. sending the pitch to the voters. that is the opposite of what they need to do. we saw a softer message from the romney campaign in that ad. we saw a softer romney on the stump. i would do precisely the opposite. go bigger, bolder, make your case. on the bail-out question. romney hasn't mounted a defense. a great defense to be made there. washington insiderrism, gi...

Know, is it, you know, how is each campaign using the data, which is to say, is it folk -- we mentioned earlier, folks going to the rallies, buying habits, spending habits, demographic profiles, give us insight into terms of the data being used. >> this what is people call generically micro targeting, statistical modelling item to predict behave at the video level and sort of useful analogy to credit scores. these are basically credit scores for politics. so in the same way that financial institution will take hundreds if not thousands of variables about your dem graph ibs, past buying habits,...

Of the campaigns is that this isn't being done for all voters in the united states. this micro targeting, it's not even being done for all voters in battleground states, it's being done with a special -- with special intensity on voters in particular counties, say, you know, roanoke, virginia. >> right. >> that's not a county. that's a city. but you get the point. you know, particular places where this election will be determined. so they can almost beam in on critical zip codes and then figure out how to tailor the messages so that they work well with them. and also, it's not just persuasion....

Incredible. each night, you have never seen speakers captivate an arena like that as we saw every single night with the speakers. it was really quite incredible. the the thing we're not talking about, too, is also voter registration. the convention is a great tool to be registering voters. i think what you'll see though, more important than the bounce in the polls, will be the eternal look that the campaigns do and their micro targeting, so where they're traveling tells you where they know they need to make up some percentages and the president has a good bounce coming out of the convention, b...