Marketing Lessons From Team Obama

[Commentary] An Obama 2012 campaign promise to emphasize education has already been fulfilled in some respects: The president’s team schooled Romney’s on how to run an effective, analytics-driven campaign, and educated marketers on best practices for analytics-enabled marketing using Big Data and social media.

Whatever your political affiliation, if you’re a marketer, it’s worth studying how the Obama team leveraged analytics to win the election.

• Treat analytics as a creative force.
• Target customers with highest potential.
• Drive relevance through analytics to win.
• Make testing part of the culture.
• Set clear, measurable objectives for social media.
• Use robust data and apply context to improve models.
• Leverage analytics across all stakeholders.