Campaigns and elections have always been about data—underneath the empathetic promises to fix your problems and fight for your family, it’s a business of metrics. If a campaign is lucky, it will find its way through a wilderness of polling, voter attributes, demographics, turnout, impressions, gerrymandering, and ad buys to connect with voters in a way that moves or even inspires them. Obama, MAGA, AOC—all have had some of that special sauce. Still, campaigns that collect and use the numbers best win.
That’s been true for some time, of course. In 2017, Hillary Clinton lamented that the Democratic National Committee