Out with the guru, in with the geek

What can the UK learn from US politics' number-crunching and precision-targeted campaigning?

Wherever Barack Obama’s target voters were, his campaign team knew how to reach them. It knew which magazines they read and even which bus routes they travelled on. The precision-guided adverts that it placed helped propel Obama to victory against Mitt Romney in battleground states.

The US president’s 2012 campaign was the fullest expression yet of what the American journalist Sasha Issenberg calls a “scientific revolution” in the way elections are fought. In his book The Victory Lab: the Secret Science of Winning Campaigns (Crown Publishing) he describes how the hitherto unimaginable quantities of data assembled by US political parties have enabled them to “micro-target” voters with ever greater sophistication. The “gurus” who rely on hunches are being supplanted by the “geeks” who rely on numbers. Already required reading inside the Beltway (the US website Politico described it as “Moneyball for politics”), the book is now attracting attention in Westminster as all parties search for the elixirs that will deliver victory in 2015.

When I spoke to Issenberg, who is part of a new cadre of stats-savvy US journalists, he told me that the tipping point came in 2004, when: “People in politics realised that the corporate world knows a lot more about consumers than they do about voters.” By acquiring data on people’s shopping and viewing habits and matching it up with their existing canvassing records, parties “were able to develop new statistical models and to look for patterns in the hundreds, sometimes thousands, of individual data points that resulted”. It was after Obama’s number-crunchers discovered that swing-voter households containing teenagers were more likely to support him that the campaign decided to buy ad space in video games. George Clooney and Sarah Jessica Parker were invited to host fundraisers after they were found to have the strongest influence on 40-to-49-year-old women, the demographic group most likely to donate.

As well as harvesting data, the parties are performing what Issenberg describes as “political versions of drug trials”, in which a new campaigning technique is tried on one group of voters while a control group is left untouched. Before a Michigan primary in 2006, the political consultant Mark Grebner sent citizens a copy of their voting history (already publicly available), along with their neighbours’, and informed them that an updated set would be sent to all residents after the election. Turnout increased by 20 per cent among those who received the message.

The words “creepy” and “scary” are the most common responses to such techniques, but Issenberg argues that they are evidence of a fuller, healthier democracy. “These types of nudges work because they make voting meaningful to people and one way they make it meaningful is by appealing to someone’s desire to fit in or not be shamed.”

Rather than relying on crude stereotypes such as “Worcester Woman” and “Mondeo Man”, data-mining allows campaigns to treat voters as individuals. By the 2016 presidential election, if you visit an environmental campaign website you will see an advert on the Democrats’ climate change policy; visit a jobs site and you’ll receive one on their employment policy. In the new era of big data, where the voter leads, the party will always follow.

 

People walk past a poster of Barack Obama. Photograph: Getty Images

George Eaton is political editor of the New Statesman.

This article first appeared in the 25 March 2013 issue of the New Statesman, After God

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Could Jeremy Corbyn still be excluded from the leadership race? The High Court will rule today

Labour donor Michael Foster has applied for a judgement. 

If you thought Labour's National Executive Committee's decision to let Jeremy Corbyn automatically run again for leader was the end of it, think again. 

Today, the High Court will decide whether the NEC made the right judgement - or if Corbyn should have been forced to seek nominations from 51 MPs, which would effectively block him from the ballot.

The legal challenge is brought by Michael Foster, a Labour donor and former parliamentary candidate. Corbyn is listed as one of the defendants.

Before the NEC decision, both Corbyn's team and the rebel MPs sought legal advice.

Foster has maintained he is simply seeking the views of experts. 

Nevertheless, he has clashed with Corbyn before. He heckled the Labour leader, whose party has been racked with anti-Semitism scandals, at a Labour Friends of Israel event in September 2015, where he demanded: "Say the word Israel."

But should the judge decide in favour of Foster, would the Labour leadership challenge really be over?

Dr Peter Catterall, a reader in history at Westminster University and a specialist in opposition studies, doesn't think so. He said: "The Labour party is a private institution, so unless they are actually breaking the law, it seems to me it is about how you interpret the rules of the party."

Corbyn's bid to be personally mentioned on the ballot paper was a smart move, he said, and the High Court's decision is unlikely to heal wounds.

 "You have to ask yourself, what is the point of doing this? What does success look like?" he said. "Will it simply reinforce the idea that Mr Corbyn is being made a martyr by people who are out to get him?"