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Obama's team constantly updated their data. >> the brilliance of the obama campaign was to say we need to dynamically do this. as events intrude into a campaign, so that we can exploit those openings -- >> on election night, the romney camp had no idea what was hitting them. i wondered if that was behind one of the evening's most talked about television moments. >> here we go. >> one of the biggest blocks of votes out in the state are the republican suburbs inside hamilton county. >> rove was talking to the romney campaign. and they still believed their man could win. >> they believed it? >> t...

That i would win among independents in places like iowa. >> but romney didn't know what obama knew. >> obama's team had used the advantages of incumbency, time and money, to create something new in politics. >> it sort of created the perfect political corporation. >> sasha eisenberg literally wrote the book on this new science of blpolitical campaigning. by harnessing your data and running experiments borrowed from behavioral psychology, the obama campaign made a virtual profile of every single persuadable voter in the country, targeted them with personalized message and coaxed them to the pol...