Roll Call: Latest News on Capitol Hill, Congress, Politics and Elections
February 14, 2016

Obama Campaign Media, Analytics Gurus Partner Up

A relationship fostered over the course of the president’s re-election campaign morphed Thursday into a partnership to capitalize on the two Democratic consulting firms’ data and media capabilities.

GMMB, a top Democratic advertising firm, and Civis Analytics, a big data firm launched by a group of former Obama campaign staffers, announced a new effort that will offer campaigns, non-profits and brands similar voter targeting and media buying that helped President Barack Obama in 2012.

“We’re excited about it, and that’s where we think the value is,” Daniel Jester, a senior vice president at GMMB, told CQ Roll Call about offering clients the combined expertise of both firms.

“We work with them because they are the smartest people in the analytics business, and we think we’re pretty good at what we do,” Jester said. “So bringing the two together just seemed like a no-brainer.”

GMMB is one of the largest Democratic ad firms, with a client list that includes Senate Majority Leader Harry Reid of Nevada, plus all three campaign committees for the House, Senate and gubernatorial races. GMMB’s services include ad production, media buying and candidate training.

Civis Analytics was born out of the “analytics cave” at the Obama campaign headquarters in Chicago. Dan Wagner, Obama’s chief analytics officer, serves as CEO, and the firm is financially backed by Eric Schmidt, executive chairman of Google.

Members of both firms, along with other Obama staffers, increased the 2012 campaign’s media-buying efficiency by developing a tool called the Optimizer. It enhanced the targeting possibilities by combining persuadability scores of voters with Rentrak’s set-top box data.

In other words, the campaign was able to ensure the voters it had a chance of winning over were seeing its ads while limiting the amount of money wasted. That includes combining TV advertisements with online targeting.

The new partnership is already working for “progressive causes, companies, campaigns and Democratic Party committees,” according to a joint statement released Thursday.

  • Socialism: Organized Evil

    Hussein Obama is a crazed lunatic.

  • papal

    It is a war for your mind and your vote by the progressives who want you to believe their promises while they manipulate you into boundage, the new democrat plantation. From there it is a short hop and a jump to a dictator controlling your lives because they don’t agree with your thinking.

  • The_Chilling_Curmudgeon

    Research shows that even low-information voters may know too much already.

  • Thomas Aquinas

    In a related video, we have Hussein Obama blabbering incessantly about raising electricity prices to attack the financial situation of the middle class:

  • Thomas Aquinas

    The individualist conception is similar to chemistry in the sense that the whole is made up of many parts, such as individual atoms.

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