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Them will be read. many of those books will focus on how the obama campaign won this election tactically with one of the most sophisticated market research efforts in history. data mining. you'll hear that phrase a lot. the obama campaign was able to find voters in key battleground states, get out the vote, talk to them in ways campaigns hadn't talked to voters before. democratic strategist jamal simmons, jean cummings and michael shear. michael, everybody's going to have a first draft of this eventually. you get in, you have some exclusive first looks at this anim analytic machine that was ch...

Republican parties so we can't go in and do a lot of on the ground door knocking. we tried it in 2010. it was very difficult because we don't have the store front and we don't have the brand. we did expand the map at the end. it obviously wasn't successful. i just don't know how we could have done it differently. if you look at the exit polls, the way that obama won was on the ground in cleveland with a lot of the minority voters. i just don't know that's a job for super pacs. >> do you feel the same way that super pacs can't do this? they can't be ground efforts because they don't have a bran...

You had seven-figure checks from a lot of billionaires pouring in to these. they didn't get very much for their money. >> looking at the democratic side, did they get bang for their buck or did they simply end up on the winning side so it looks like they got bang for their buck? >> well, probably mostly the latter. they obviously, their return on investment is much better, 60%, 70% for the senate majority pac. but this does raise two questions. one is how effective are these outside spending groups in elections. that's one. but there's a broader one, chuck, and it is the health of american dem...

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